Senior User Researcher

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.

We have been building the world's most valuable brands for 50 years and have global reach across 100+ markets, with deep local expertise.

Our people are the key to our success. We're committed to fostering a culture of creativity, belonging and continuous learning, attracting and developing the brightest talent, and providing exciting career opportunities that help our people grow.

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WPP Open Change and Enablement team is at the heart of empowering WPP's vast network of agencies and clients with cutting‑edge technology, streamlined processes, and collaborative platforms. We drive and foster the change that drives efficiency, differentiation, and connectivity across the globe, ensuring our people can work at their best and our agencies can deliver exceptional results for their clients. Our mission is to accelerate WPP's digital transformation and foster a culture of continuous improvement.

As WPP transforms into an AI‑enabled marketing powerhouse, we are reimagining how our 100,000 employees interact with our new global platform. As part of the Change and Enablement team, we need a Senior User Researcher to work closely with our users, helping to understand what they need in order to inform the strategic product decisions we make. This role is critical in translating strategic vision into tangible, user‑centric solutions that empower our global workforce to create and embrace the future.

We are looking for a Senior User Researcher to play a central role in shaping the user experience of our global GenAI‑powered marketing platform, which is transforming how 150,000 employees across creative, media, and production deliver work. As a foundational part of our digital transformation, this platform blends intelligent automation, role‑based AI agents, and new ways of working to streamline project delivery across the enterprise.

You will co‑create and scale our user research practice‑capturing deep insights into user behaviours, needs, pain points, and emerging habits—to influence product direction, drive behavioural change, and ensure the platform is intuitive, efficient, and widely adopted. This role blends strategic thinking, research rigor, and storytelling to bring the voice of the user into every stage of the transformation.

• Own and drive the research strategy across the GenAI platform transformation, aligning with strategic goals, user adoption targets, and behavioural change objectives.
• Design and conduct mixed‑methods research (qualitative and quantitative) to explore user needs, workflows, perceptions of AI tools, and barriers to adoption.
• Identify and segment user personas across functions (creative, media, production), roles, and maturity levels in AI literacy and digital tooling.

• Explore behavioural drivers and resistance points related to GenAI adoption, automation, and role‑based agents.
• Assess how users currently complete tasks and how they react to automation or AI intervention.
• Partner with behavioural designers to support interventions that enable mindset shifts, habit formation, and sustained usage of new capabilities.

• Collaborate with UX, Product, and AI teams to design and execute usability tests, concept evaluations, and in‑field studies.
• Evaluate AI agent usability, understand gaps in comprehension, and improve task‑to‑agent workflows to reduce friction and increase confidence.
• Test in‑product micro‑learnings and feedback systems for continuous learning loops.

• Build systems to capture ongoing user feedback, usage data, and experience metrics as part of a continuous discovery…