WPP is the creative transformation company, dedicated to building better futures through creativity. They are seeking a User Researcher to support the user research practice for their GenAI-powered marketing platform, focusing on capturing insights into user behaviors and needs to enhance the user experience.
Responsibilities
- Support the user research strategy for the GenAI platform transformation, aligning with strategic goals and user adoption targets
- Assist in designing and conducting mixed-methods research (qualitative and quantitative) to explore user needs, workflows, perceptions of AI tools, and barriers to adoption
- Help identify and segment user personas across functions (creative, media, production), roles, and maturity levels in AI literacy and digital tooling
- Contribute to exploring behavioural drivers and resistance points related to GenAI adoption, automation, and role-based agents
- Assist in assessing how users currently complete tasks and how they react to automation or AI intervention
- Support partnerships with behavioural designers to enable mindset shifts, habit formation, and sustained usage of new capabilities
- Collaborate with UX, Product, and AI teams to execute usability tests, concept evaluations, and in-field studies
- Help evaluate AI agent usability, understand gaps in comprehension, and improve task-to-agent workflows to reduce friction and increase confidence
- Assist in testing in-product micro-learnings and feedback systems for continuous learning loops
- Support efforts to capture ongoing user feedback, usage data, and experience metrics as part of a continuous discovery process
- Help translate research findings into clear, actionable insights that guide product development, UX design, agent strategy, and change enablement
- Contribute to developing and maintaining user insight documentation or personas to make findings accessible to internal teams
- Partner closely with Product, UX, AI Coaching, and Change teams to embed user insights into design and rollout processes
- Participate in co-creation workshops, journey mapping, and collaborative discovery sessions across global teams
- Act as an advocate for user needs and friction points in team discussions
Skills
- 1-3 years of experience in user research, design research, or human-centered design, ideally within digital platforms or technology-driven environments
- Familiarity with qualitative methods (interviews, usability testing) and basic quantitative analysis (surveys, metrics interpretation)
- Experience participating in research in enterprise environments or with diverse user groups is a plus
- Basic understanding of behavioral principles and digital adoption challenges
- Comfortable learning about and working with AI-driven tools and emerging technologies such as LLMs, agents, or automation platforms
- Ability to articulate research findings clearly and concisely
- Bachelor's degree in psychology, HCI, sociology, anthropology, or a related research discipline
- Experience with digital tools like Figma, Dovetail, Miro, or survey platforms
- Exposure to agile product teams and iterative research practices
- Prior academic or project work in creative, media, production, or marketing sectors a plus
Company Overview
WPP creates transformative ideas and outcomes for its clients through an integrated offer of communications, commerce, and technology. It was founded in 1985, and is headquartered in London, England, GBR, with a workforce of 10001+ employees. Its website is http://www.wpp.com.
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