User Researcher, WPP Open

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

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