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WPP · 3 months ago

User Researcher, WPP Open

Chicago, Illinois, United States

Full-time

Onsite

Entry Level

$60K/yr - $140K/yr

1+ years exp

WPP is the creative transformation company that leverages creativity to build better futures for its clients and communities. They are seeking a User Researcher to support the user research practice for their GenAI-powered marketing platform, focusing on understanding user behaviors and needs to enhance the platform's usability and adoption.

AdvertisingBrand MarketingConsultingDigital MediaInformation and Communications Technology (ICT)InternetInternet of ThingsMarketingPublic Relations

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

Qualification

User researchHuman-centered designQualitative methodsQuantitative analysisAI-driven toolsDigital adoptionEmpathyCuriosityCollaborationDetail-oriented

Required

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)

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