Sr. Consumer Insight Analyst

About the role

A Sr. Consumer Insights Analyst at General Motors plays a pivotal role in uncovering what customers truly want - translating data, market research, trends, and market signals into actionable, predictive insights that influence the design and development of next-generation products, technologies, and experiences. Additionally, this role will lead and evolve a strategic portfolio market model to guide business partners in making informed decisions across pricing, marketing, planning, and forecasting. This position sits within the Global Customer Research group and offers the opportunity to directly impact strategic decisions across the organization.

Responsibilities

• Lead analysis for a scenario-based market modeling tool addressing key business questions across pricing, marketing, planning, and forecasting.
• Serve as a consultant, trainer, subject matter expert, and storyteller, translating model outputs into clear recommendations.
• Drive platform innovation and enhancements to improve impact and usability.
• Manage the strategy supplier partner developing and enhancing the market model.
• Represent the voice of the customer across cross-functional teams to reflect customer priorities and needs.
• Market Analysis: Deliver consumer and market insights to stakeholders across Marketing, Planning, Engineering, Program Management, Vehicle Experience, and Design.
• Tool & Data Expertise: Build expertise in analytical tools, data sources, and automotive market trends.
• Data Synthesis: Analyze internal and external data to identify insights and recommend actions.
• Insight Storytelling: Create clear, compelling presentations that inform strategic and leadership decisions.
• Research Collaboration: Partner across GM Global Customer Research to identify knowledge gaps and shape additional research.
• Process Understanding: Build understanding of the global vehicle development process and where consumer input is most critical.
• Drive Innovation: Explore new approaches, including AI and emerging technologies, to deliver trusted, high-quality insights.
• Your Skills & Abilities (Required Qualifications)
• Education: Bachelor's degree in Business, Market Research, Analytics, Behavioral Science, or related.
• Experience: 5+ years of experience in consumer research, insights, planning, and/or marketing; internship and co-op experience does not count.
• Analytical Skills: critical thinking and analytical skills, including the ability to turn complex data into concise, actionable insights.
• Problem Solving: Ability to solve complex, ambiguous problems using data-driven approaches.
• Collaboration: Proven success working in cross-functional, team-based environments.
• Communication: Excellent communication skills, including presenting to senior leadership.
• Project Management: Strong project management and organizational skills, with the ability to manage multiple priorities and deadlines.
• Statistical Knowledge: Familiarity with statistical methods, including factor, cluster, and latent class analysis, and experience with conjoint and advanced techniques such as TURF, elasticity modeling, MaxDiff, and segmentation.
• Technical Proficiency: Proficiency in Microsoft Word, PowerPoint, and Excel.
• Commitment to Quality: commitment to accurate, relevant, and high-quality analysis.
• What Will Give You a Competitive Edge (Preferred Qualifications)
• Advanced Education: Master's degree and/or market research-related certifications.
• Industry Knowledge: Solid understanding of the automotive market and competitive landscape.
• Data Management: Strong analytical and data management skills, including working with large datasets and translating outputs into business recommendations.
• Stakeholder Management: ability to influence cross-functionally while managing multiple priorities.
• Advanced Excel: skilled in pivot tables, complex formulas, and basic macros/VBA.
• Vendor Management: managing research suppliers and driving innovation.
• Tech Curiosity: interest in innovation, including EVs, digital experiences, and safety technologies.
• Tools: Familiarity with tools including but not limited to Glean, NVCS, COTS, Predict, PIN, M-Tab, Catalyst, and EZQ.
• Location: Hybrid. This role is categorized as hybrid. This means the successful candidate is expected to report to the - Global HQ Warren, Mi three times per week, at minimum [or other frequency dictated by the business]
• Relocation: This role is NOT eligible for relocation benefits
• About GM
• Our vision is a world with Zero Crashes, Zero Emissions and Zero Congestio

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Job Description Sr. Consumer Insights Analyst

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