Senior User Researcher

WPP is the creative transformation company. We use the power of creativity to build better futures for our people, planet, clients, and communities.

Working at WPP means being part of a global network of more than 100,000 talented people dedicated to doing extraordinary work for our clients. We operate in over 100 countries, with corporate headquarters in New York, London and Singapore.

WPP is a world leader in marketing services, with deep AI, data and technology capabilities, global presence and unrivalled creative talent. Our clients include many of the biggest companies and advertisers in the world, including approximately 300 of the Fortune Global 500.

Our people are the key to our success. We're committed to fostering a culture of creativity, belonging and continuous learning, attracting and developing the brightest talent, and providing exciting career opportunities that help our people grow.

Why we're hiring:

WPP Open Change and Enablement team is at the heart of empowering WPP's vast network of agencies and clients with cutting-edge technology, streamlined processes, and collaborative platforms. We drive and foster the change that drives efficiency, differentiation, and connectivity across the globe, ensuring our people can work at their best and our agencies can deliver exceptional results for their clients. Our mission is to accelerate WPP's digital transformation and foster a culture of continuous improvement.

As WPP transforms into an AI-enabled marketing powerhouse, we are reimagining how our 100,000 employees interact with our new global platform. As part of the Change and Enablement team, we need a Senior User Researcher to work closely with our users, helping to understand what they need in order to inform the strategic product decisions we make. This role is critical in translating strategic vision into tangible, user-centric solutions that empower our global workforce to create and embrace the future.

We are looking for a Senior User Researcher to play a central role in shaping the user experience of our global GenAI-powered marketing platform, which is transforming how 150,000 employees across creative, media, and production deliver work. As a foundational part of our digital transformation, this platform blends intelligent automation, role-based AI agents, and new ways of working to streamline project delivery across the enterprise.

You will co-create and scale our user research practice-capturing deep insights into user behaviours, needs, pain points, and emerging habits-to influence product direction, drive behavioural change, and ensure the platform is intuitive, efficient, and widely adopted. This role blends strategic thinking, research rigour, and storytelling to bring the voice of the user into every stage of the transformation.

What you'll be doing:

End-to-End Research Leadership

• Own and drive the research strategy across the GenAI platform transformation, aligning with strategic goals, user adoption targets, and behavioural change objectives.

• Design and conduct mixed-methods research (qualitative and quantitative) to explore user needs, workflows, perceptions of AI tools, and barriers to adoption.

• Identify and segment user personas across functions (creative, media, production), roles, and maturity levels in AI literacy and digital tooling.

Insights for Behaviour & Adoption

• Explore behavioural drivers and resistance points related to GenAI adoption, automation, and role-based agents.

• Assess how users currently complete tasks and how they react to automation or AI intervention.

• Partner with behavioural designers to support interventions that enable mindset shifts , habit formation , and sustained usage of new capabilities.

Prototype & Product Testing

• Collaborate with UX, Product, and AI teams to design and execute usability tests, concept evaluations, and in-field studies.

• Evaluate AI agent usability, understand gaps in comprehension, and improve task-to-agent workflows to reduce friction and increase confidence.

• Test in-product micro-learnings and feedback systems for continuous learning loops.

Continuous Feedback & Learning

• Build systems to capture ongoing user feedback , usage data, and experience metrics as part of a continuous discovery process.

• Translate research findings into clear, actionable insights that guide product development , UX design , agent strategy , and change enablement .

• Develop and maintain user insight dashboards or personas to make findings accessible to a broad internal audience.

Cross-Functional Collaboration

• Partner closely with Product, UX, AI Coaching, and Change teams to embed user insights at every phase of design and rollout.

• Facilitate co-creation workshops , journey mapping, and collaborative discovery sessions across global teams.

• Act as a strong advocate for user needs and friction points in strategic planning and roadmap discussions.

What you'll need:

• 5+ years of experience in user research , design research , or human-centered design , preferably within enterprise platforms, digital transformation, or AI.

• Proficient in qualitative methods (interviews, ethnography, contextual inquiry, usability testing) and quantitative analysis (surveys, metrics interpretation).

• Experience conducting research in complex, multi-role enterprise environments with varied user behaviours and tech fluency.

• Strong understanding of behavioural research , digital adoption challenges, and designing research to support change programs .

• Comfortable working with AI-driven tools and emerging technologies such as LLMs , agents , or automation platforms.

• Skilled in storytelling and translating data into insights that inspire and influence decisions across diverse stakeholders.

Preferred Qualifications:

• Background in psychology, HCI, sociology, anthropology, or a related research discipline.

• Experience with digital tools like Figma, Dovetail, Miro, Airtable, or survey platforms.

• Exposure to agile product teams and rapid, iterative research practices.

• Prior work in creative, media, production, or marketing sectors a plus.

Personal Attributes:

• Empathetic and curious : You listen deeply, ask the right questions, and are driven to understand how people think and work.

• Adaptable : Comfortable navigating ambiguity in a fast-evolving AI-led transformation.

• Collaborative : Skilled at working across functions and building strong relationships with design, product, and strategy teams.

• Outcome-driven : Focused on enabling change, adoption, and real-world impact through user insight.

Why This Role?

This is your opportunity to define how a global creative organization builds and scales the next generation of AI-powered tools and behaviours . You'll be the bridge between global users and platform creators-ensuring we build something useful, usable, and truly transformative. If you're passionate about understanding people and designing for change, we'd love to hear from you.

Who you are:

You're open: We are inclusive and collaborative; we encourage the free exchange of ideas; we respect and celebrate diverse views. We are open-minded: to new ideas, new partnerships, new ways of working.

You're optimistic: We believe in the power of creativity, technology and talent to create brighter futures or our people, our clients and our communities. We approach all that we do with conviction: to try the new and to seek the unexpected.

You're extraordinary: we are stronger together: through collaboration we achieve the amazing. We are creative leaders and pioneers of our industry; we provide extraordinary every day.

What we'll give you:

Passionate, inspired people - We aim to create a culture in which people can do extraordinary work.

Scale and opportunity - We offer the opportunity to create, influence and complete projects at a scale that is unparalleled in the industry.

Challenging and stimulating work - Unique work and the opportunity to join a group of creative problem solvers. Are you up for the challenge?

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We believe the best work happens when we're together, fostering creativity, collaboration, and connection. That's why we've adopted a hybrid approach, with teams in the office around four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.

WPP is an equal opportunity employer and considers applicants for all positions without discrimination or regard to particular characteristics. We are committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers.
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