CX Researcher (Customer Journey)

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. com . We are seeking an experienced and insight-led CX Researcher to join a dedicated Customer Journey workstream supporting a high-profile automotive client.

This role is focused on understanding and improving the end-to-end customer journey across key automotive experiences — from initial brand discovery and vehicle research through to purchase, ownership, servicing, retention, and loyalty interactions. Working closely with CX Strategists, UX Designers, Service Designers, Analysts, Content Strategists, Product teams, and client stakeholders, you will help uncover customer needs, pain points, behavioural patterns, and opportunity areas across both digital and broader connected customer experiences. You will play a critical role in ensuring customer insight directly informs journey design, prioritisation, service improvements, and strategic decision-making across the account.

This is a highly collaborative role suited to someone who enjoys connecting customer behaviour, operational realities, and business objectives into actionable recommendations that improve experience quality and drive measurable outcomes.

Key Responsibilities

: Customer Journey Research Insight Generation: Plan and conduct qualitative and quantitative customer research focused on understanding end-to-end automotive customer journeys across multiple touchpoints and channels. Identify customer pain points, unmet needs, behavioural drivers, and moments of friction throughout the ownership and purchase lifecycle. Conduct a range of research methodologies including customer interviews, contextual research, surveys, usability testing, diary studies, journey reviews, ethnographic research, and stakeholder workshops.

Synthesise complex research findings into clear, actionable insights that inform customer journey improvements and strategic recommendations. Support journey-focused discovery initiatives across areas such as vehicle research, online and offline purchasing experiences, ownership journeys, servicing, aftersales, retention, and loyalty. Help establish a deeper understanding of evolving customer expectations within the automotive landscape.

Customer Journey Mapping Experience Strategy: Create and maintain customer journey maps, service blueprints, personas, behavioural frameworks, and ecosystem maps that help visualise and communicate customer experiences. Analyse interactions across digital and non-digital touchpoints to identify opportunities for greater consistency, efficiency, and customer satisfaction.