CX Researcher - (App and Web Ops) - Perm

Who We Are

VML, part of WPP, is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and human first, award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave™ Reports, as a Leader among Marketing Creative and Content Service Providers, Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML’s specialist health network, VML Health, is one of the world’s largest and most awarded health agencies. VML’s global network is powered by 26,000 talented people across 55+ markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.

About WPP

WPP is the trusted growth partner for the world’s leading brands. We unite cutting-edge media intelligence and data solutions, world-class creativity, next-generation production, transformative enterprise solutions and expert strategic counsel in a single company – powered by exceptional talent and our agentic marketing platform, WPP Open, to help our clients navigate change, capture opportunity and deliver transformational growth. For more information, visit .

We are seeking a highly skilled and empathetic  Senior CX Researcher to deliver deep customer insights across our leading  automotive client's mobile App Operations (App Ops) and Web Operations (Digital Experience - DX) teams . This hybrid role is for a strategic researcher who will split their time 50/50 between these two critical areas, fostering a holistic understanding of the customer journey and ensuring a seamless, high-quality experience across all digital touchpoints.

You will be instrumental in uncovering user needs, behaviors, and motivations, translating them into actionable recommendations that drive product strategy, design decisions, and ultimately, customer satisfaction and loyalty within the automotive ecosystem. You'll be the voice of the customer, directly influencing the evolution of the client's key digital products.

What you’ll be doing

Strategic Research Planning & Execution (Across App & Web):

• Develop and execute comprehensive research plans, utilizing a blend of qualitative and quantitative methodologies tailored to specific product and business objectives within both App Ops and Web Ops (DX).
• Design, facilitate, and moderate a variety of research activities, including in-depth interviews, usability testing (on desktop and mobile devices), contextual inquiries, focus groups, surveys, card sorting, and tree testing.
• Manage participant recruitment, screening, and scheduling for research studies, ensuring diverse and representative samples.
• Champion user-centered design principles and a research-driven approach throughout both App Ops and Web Ops (DX) teams.

App Operations Focus (Approx. 50%):

• Conduct specialized research into mobile app user behavior, covering aspects like onboarding flows, feature discoverability and adoption, in-app navigation, notification preferences, integration with vehicle features, and overall app performance sentiment.
• Evaluate existing and proposed app functionalities to identify pain points, usability issues, and opportunities for experience enhancement within the App Operations lifecycle.
• Analyze mobile-specific analytics data (e.g., app usage metrics, crash reports, session recordings) to inform research questions and validate findings.

Web Operations (DX) Focus (Approx. 50%):

• Lead research efforts for the client's website and other digital platforms, focusing on user journeys related to vehicle configuration, online purchasing, service booking, lead generation, content consumption, and brand engagement.
• Investigate website information architecture, navigation structures, content effectiveness, and conversion funnels to identify friction points and optimization opportunities.
• Utilize web analytics data (e.g., Google Analytics, Adobe Analytics, heatmaps) to identify areas requiring deeper qualitative investigation.

Analysis, Synthesis & Communication:

• Analyze research data from various sources (qualitative feedback, quantitative metrics) to identify patterns, themes, and actionable insights.
• Synthesize complex findings into clear, concise, and compelling deliverables such as research reports, personas, journey maps (detailing cross-channel experiences), user flows, and actionable recommendations.
• Present research findings and recommendations to diverse stakeholders, from product managers and designers to marketing teams and C-suite executives, adapting communication style and level of detail as appropriate.
• Maintain a centralized repository of research insights, ensuring findings are discoverable and utilized across both App Ops and Web Ops (DX) teams.

What we want from you

You are a highly motivated, self-sufficient, and top-tier Senior CX Researcher with a passion for understanding people and solving complex problems. Your expertise spans a wide range of research methodologies, and you are adept at synthesizing diverse data points into clear, compelling narratives that drive business impact.

• Extensive Research Experience: Broad hands-on experience as a UX Researcher, CX Researcher, or similar role, demonstrating a broad command of qualitative and quantitative research methodologies.
• Automotive Industry Acumen: A demonstrated passion for and understanding of the automotive industry, customer segments, vehicle ownership lifecycle, and the role of digital services in modern motoring.
• Dual-Platform Expertise: Proven experience conducting research across both mobile applications (iOS and Android) and complex web platforms, understanding the unique constraints and opportunities of each.
• Methodological Versatility: Expertise in designing and executing a wide range of research methods, including but not limited to: usability testing, in-depth interviews, surveys, A/B test analysis, contextual inquiry, and ethnographic studies.
• Analytical & Data-Driven: Strong analytical skills with the ability to interpret complex data from various sources (analytics platforms, research studies) and translate it into actionable design and business insights.
• Collaboration & Adaptability: Exceptional collaboration skills, with the ability to seamlessly transition between and effectively support two distinct teams (App Ops and Web Ops/DX) with competing priorities.
• Communication & Storytelling: Excellent written and verbal communication skills, with the ability to create compelling narratives from research findings and influence stakeholders at all levels.
• Tool Proficiency: Proficiency with research tools (e.g., UserTesting.com, Qualtrics, Optimal Workshop), analytics platforms (e.g., Google Analytics, Adobe Analytics, Mixpanel, Firebase), and design collaboration tools (e.g., Figma for reviewing prototypes).
• Strategic & Proactive: Ability to proactively identify research needs, frame problems, and define opportunities that align with business objectives, rather than just responding to requests.
• Empathy & Customer Advocacy: A deep-seated empathy for the customer and a relentless drive to advocate for their needs throughout the product development lifecycle.
• Agile Environment Experience: Comfortable operating within agile development methodologies, delivering timely insights to inform iterative product development.

What we can offer you

Alongside the opportunity to work with some of the most exciting brands around the world, we’ll also prioritise your career development and help you grow your skills. We’ll empower you to make a difference, allow you to be yourself, and respect who you are.

Permanent only:
We offer a great benefits package including a discretionary bonus scheme, training opportunities, competitive pension, medical insurance, life assurance, social events, opportunities to buy and sell holidays, family friendly policies, discounts with hundreds of retailers and much more.

Our culture thrives on our core values, designed for impact-driven individuals: Heart, Brains and Courage.

We lead with  Heart , fostering empathy and trust where genuine connections and human-centric work flourish.
We empower your  Brains  for innovation, valuing relentless curiosity and collaborative intelligence to solve complex challenges.
And we champion  Courage , inspiring you to speak up, embrace experimentation, and advocate for bold solutions that push our thinking to be better than yesterday.

AT VML Enterprise Solutions

Our Enterprise Solutions division houses strategic consultants, creative and technical architects and skilled developers and operators that together help some of the world’s leading organisations to deliver outstanding digital experiences across all major routes to market worldwide: marketplaces, online retailers, D2C, B2B and social platforms. With over 4,200 experts in 55 operational centres across 34 countries, our capabilities span the entire buying journey from customer acquisition, through engagement, to conversion and loyalty, driving multi-channel growth for world-leading brands.

We work with some of the most exciting brands such as The Coca-Cola Company, EY, Bosch, Unilever, Ford, DFS, Mercedes-Benz, Johnson & Johnson, Nestlé, Sainsbury’s, Selfridges, Shell and Tiffany & Co. We’ve built over 500 platforms for brands and retailers and generate in excess of $29bn annually for our clients and work with over 50 strategic partners including Adobe, SAP, Salesforce, HCL, Shopify, Sitecore, BigCommerce, commerce tools and Acquia. Our reputation is based on our people, and we believe we have some of the best in the business.

As our business grows internationally, we’re looking for new people to join us on our journey to inspire and take a key role in shaping some of the best commerce solutions, services, and websites in the world. Working as a team, no problem is insurmountable; we share in our client’s successes and believe that anyone can show creative bravery no matter what their role is in the team.

#LI-EMEA

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 an average of four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.

WPP (VML) is an equal opportunity employer and considers applicants for all positions without discrimination or regard to 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.

VML is a WPP agency (NYSE: WPP). For more information, please visit   , and follow along on Instagram ,  LinkedIn , and  X .

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