Consumer Insights

CM2 supports Marketing and Customer Relationship Management activities at General Motors of Canada Ltd. The GM team of CM2 is based at GM’s Canadian headquarters in Oshawa;
Headquartered in Oshawa, Ontario, General Motors of Canada employs more than 9,000 people across the country and is a recognized leader in innovation, technology, and green manufacturing. GM markets four automotive brands in Canada (Chevrolet, Buick, GMC and Cadillac) through Canada's largest automotive dealer network.

**Overview of Position**

GM Canada’s Market Research Team helps to drive data-based insights, market strategy and acts as the Voice of the Customer for GM Canada’s Chevrolet, Buick, GMC, Cadillac, and Corporate brands.

As a Consumer Insights & Market Research Analyst, you will be responsible to collect primary data and work with many secondary sources. You will be collating media, industry, and consumer data from multiple syndicated and proprietary sources to understand the Canadian automotive buyer, and shifts in our automotive landscape. You will work with our Market Research and Performance Driven Marketing teams to summarize, analyze, and communicate business insights that will drive GM Canada’s product, marketing, and innovation strategy.

**Key Activities**:

- Survey Development and Management - Ability to run end to end research ie from building a survey questionnaire to preparing the insights presentation that answers the business questions. Knowledge of designing and deploy market research surveys on specialized data collection platforms, will be critical for this role.
- Data Transformation and Visualization -You will regularly use vendor data portals, GM proprietary tools, and business intelligence tools to extract and summarize data from industry, proprietary, and consumer sources. You will update regularly reported key performance indicators for our business, report on market and consumer trends, and develop actionable insights in collaboration with our Market Research team.
- Competitive Intelligence - You will track the Canadian automotive business landscape and provide rapid response updates to Core Brand teams to competitor changes, product developments, and analysis on our business performance. You will also develop innovative research and analysis on new projects of opportunities around key industry events, product transitions, and competitor nameplate launches.
- Communication - Developing, sharing, and presenting research to Brand teams, Media Agencies, and GM Canada’s Senior Leadership.

**Required Skills and Experience**:

- 3+ years of experience in consumer insights with a client or research agency, with experience of data analysis, or worked in market analyst role.
- Strong data analysis experience using business intelligence tools or data query and transformation scripting languages.
- Understanding basic statistical tests and interpretive techniques, including regression, measures of fitness, ANOVA, Chi-Squared, etc.
- Experience with different types of market research survey like concept test, creative testing, brand tracking, developing and tracking segmentation framework will be an asset.
- Discipline in managing multiple projects simultaneously.
- Strong presentation, communication, and problem-solving skills.
- Automotive industry experience is an asset.
- Market research experience in automotive industry is an asset.

**Technical Skills**:

- Experience with business intelligence visualization tools is expected (PowerBI will be an advantage).
- Experience with analytical scripting, query, and/or programming languages (e.g., SQL, Python, R) are an asset.
- Previous experience with survey platforms (e.g., Qualtrics) is an asset.

**Education and Training**:

- Bachelor’s degree: a major in Business, Marketing, Market Research, Economics, Math/Statistics, or Sociology is preferred.

We thank all applicants but will only contact those selected for interviews.

**Benefits**:

- Casual dress
- Dental care
- Disability insurance
- Extended health care
- Life insurance
- On-site parking
- RRSP match
- Vision care
- Work from home

Schedule:

- Monday to Friday

Work Location: Hybrid remote in Oshawa, ON L1J 0C5