Sr. Market Research Analyst

Job Description

Work Arrangement

This role is categorized as on-site. This means the successful candidate is expected to report to HQ Building in Shanghai, China full time.

The Role

We are seeking a Research Analyst to join the China Customer Research team, with a primary focus on applying advanced AI capabilities to the frontier of customer research across UX, Tech & Feature, and GxDP studies. This role will lead the design and deployment of AI agents and tools to transform how we plan, execute, and synthesize research, while also owning key market research workstreams in support of China and global programs.

What You'll Do

• AI, Tools & Innovation

• Design, prototype, and iterate AI agents and tools (e.g., LLM-based assistants, automated coders, insight summarizers) to support end-to-end customer research workflows.

• Translate research needs into concrete AI solution requirements, working closely with IT, and external vendors when needed.

• Build and maintain reusable AI workflows for tasks such as discussion guide drafting, stimulus review, data cleaning, verbatim coding, sentiment analysis, and report drafting.

• Continuously evaluate and benchmark new AI capabilities, platforms, and models, and propose how they can be applied to GM research use cases.

• Independently perform nuanced data analysis with statistics and AI tools to uncover customer needs, preferences, and behaviors.

• Customer Research, UX & GVDP

• Conduct primary research projects through cross-functional teamwork with Global / JV partners to provide customer research insights to future GM vehicles, software and digital services development process.

• Conduct quantitative and qualitative research studies to support future vehicle, software and digital services development timing and decision milestones across GxDP phases.

• Support research methodology design (including study flow, sample plan, questionnaire/moderator guide, stimuli, and data modeling, as needed).

• Initiate, plan and execute tech/feature research studies to discover innovation and differentiation opportunities for software/digital experience of future vehicles, content optimization and Wow/USP scenes creation.

• Collaborate with US Product Research to conduct COTS and other joint studies, ensuring China customer voice is represented.

• Interpret qualitative and quantitative data into actionable insights and industry trends that directly inform product, UX/UI and CX decisions.

• Host cross-functional team and leadership reviews, manage project timeline and deliverables, and ensure research communication is organized and timely.

• Prepare English research reports in compliance with GM research standards and present key findings in clear, concise storylines.

• Lead China customer research project tracking and documentation in compliance with ILM requirements and GM data security protocol.

• Provide customer data and insights to support BU strategy discussions through cross-functional teamwork with PPRE, S&S, Design and Program teams.

• Conduct research projects in compliance with GM research methodology guidance and data security protocol.

Your Skills & Abilities (Required Qualifications)

• Demonstrated hands-on experience using and configuring modern AI tools (e.g., LLM-based assistants, prompt engineering, AI agents / workflows) in a professional setting, ideally for research, analytics or insight generation.

• Proven capability to independently plan and execute end-to-end market research projects (design, fieldwork oversight, analysis, reporting), with strong ownership and result-driven mindset.

• Minimum 3 years’ experience in market research and/or data analytical roles, preferably in the auto industry, software or digital services, with cross-functional teamwork experience.

• Excellent English and Chinese language skills, both speaking and writing; able to communicate complex ideas simply to cross-functional and leadership stakeholders.

• Proficient in teamwork and communication skills, able to drive projects through cross-functional collaboration under tight timelines.

• Proficient in Microsoft Excel and PowerPoint; familiar with AI tools, SPSS or Sawtooth software; knowledge of NCBS, mTab is a plus.

• Good knowledge about the auto industry and vehicle/software development process; familiarity with GM GVDP, software development, and customer experience metrics is preferred.

• Bachelor's degree or above in Business, Statistics, Social Science, or related field is preferred.

What Will Give You a Competitive Edge (Preferred Qualifications)

• Experience building or orchestrating AI agents or workflows using scripting/programming (e.g., Python) or low-code tools for research applications.

• Experience with survey platforms, UX testing tools, and analytics (e.g., digital telemetry, dashboarding).

• Automotive or mobility domain knowledge, particularly China customer needs, competitive landscape, and digital ecosystem.

• Experience leading cross-functional working groups to pilot and scale new methods or tools, especially AI-enabled research approaches.

About GM

Our vision is a world with Zero Crashes, Zero Emissions and Zero Congestion and we embrace the responsibility to lead the change that will make our world better, safer and more equitable for all.

Why Join Us

We believe we all must make a choice every day – individually and collectively – to drive meaningful change through our words, our deeds and our culture. Every day, we want every employee to feel they belong to one General Motors team.

Non-Discrimination and Equal Employment Opportunities

General Motors is committed to being a workplace that is not only free of unlawful discrimination, but one that genuinely fosters inclusion and belonging. We strongly believe that providing an inclusive workplace creates an environment in which our employees can thrive and develop better products for our customers.

We encourage interested candidates to review the key responsibilities and qualifications for each role and apply for any positions that match their skills and capabilities. Applicants in the recruitment process may be required, where applicable, to successfully complete a role-related assessment(s) and/or a pre-employment screening prior to beginning employment. To learn more, visit How we Hire.

Accommodations

General Motors offers opportunities to all job seekers including individuals with disabilities. If you need a reasonable accommodation to assist with your job search or application for employment, email us or call us at 1-800-865-7580. In your email, please include a description of the specific accommodation you are requesting as well as the job title and requisition number of the position for which you are applying.