Principal UX Researcher, Consumer

📍 Job Overview

Job Title: Principal UX Researcher, Consumer

Company: Fetch

Location: Remote (USA)

Job Type: Full-Time

Category: User Experience Research

Date Posted: May 29, 2026

Experience Level: 8+ Years

Remote Status: Fully Remote

🚀 Role Summary

• Lead end-to-end UX research initiatives within the Consumer Growth product area, focusing on acquisition, activation, retention, resurrection, and referrals.

• Act as a strategic thought partner to leadership and executives, influencing product direction and business strategy through data-driven insights.

• Masterfully blend qualitative and quantitative research methodologies to uncover deep user needs and inform product development.

• Champion user-centricity across the organization, mentoring designers and Product Managers to empower their own evaluative research efforts.

• Leverage AI tools to amplify research efficiency and effectiveness, while maintaining a critical perspective on human judgment.

📝 Enhancement Note: This role is positioned as a Principal UX Researcher, indicating a senior individual contributor role with significant autonomy and strategic influence. The emphasis on "Growth" suggests a focus on user acquisition, engagement, and retention metrics within the consumer mobile app. The requirement for "AI-fluent" and "Risk-takers" highlights a forward-thinking and bold approach to research within a fast-paced environment.

📈 Primary Responsibilities

• Define and execute the research strategy for the Consumer Growth product area, aligning with broader business objectives and product roadmaps.

• Conduct a wide range of qualitative research, including in-depth interviews, usability testing, diary studies, and concept testing, to understand user behaviors, motivations, and pain points.

• Design and implement quantitative research studies, such as Maxdiff, behavioral data analysis, and benchmarking studies, to measure user engagement and product performance.

• Independently perform statistical analysis using tools like R, SPSS, or Python to derive actionable insights from quantitative data.

• Triangulate findings from qualitative and quantitative research, as well as existing behavioral data, to form a holistic understanding of user journeys and identify key opportunities.

• Develop and present compelling research findings, reports, and workshops to diverse audiences, including product teams, designers, data analysts, and executive leadership, ensuring insights drive decision-making.

• Build and maintain strong collaborative relationships with Product Managers, Designers, Data Analysts, and other cross-functional partners.

• Identify and recruit research participants, manage survey platforms (e.g., Qualtrics), and oversee all aspects of research operations to ensure timely and high-quality execution.

• Mentor and enable designers and PMs to conduct their own evaluative research, establishing best practices and appropriate guardrails.

• Stay current with evolving research methodologies, tools, and emerging technologies, particularly in the application of AI to UX research.

📝 Enhancement Note: The responsibilities clearly delineate a senior role requiring independent ownership of research strategy and execution. The emphasis on "Growth" implies a strong connection to business metrics and a need to translate research findings into actionable strategies for user acquisition and retention. The expectation to "mentor" and "enable" suggests a leadership component within the research function, even as an individual contributor.

🎓 Skills & Qualifications

Education:

Experience:

• 8+ years of professional UX research experience in an industry setting, with a proven track record of demonstrating strategic impact.

• Demonstrated experience in identifying high-leverage research opportunities and developing research roadmaps.

• Experience in fast-paced environments and consumer-facing product development.

• Prior experience specifically within Growth research is highly preferred.

• Experience communicating complex research findings effectively to executive stakeholders.

• Experience building enablement programs for designers and PMs in research practices.

Required Skills:

• Mixed-Methods Fluency: Proven ability to independently lead and execute both qualitative (interviews, usability testing, diary studies, concept testing) and quantitative (Maxdiff, behavioral data analysis, inferential statistics, benchmarking) research studies.

• Statistical Analysis Proficiency: Hands-on experience with statistical analysis tools such as R, SPSS, Python, or equivalent, enabling independent data analysis without reliance on dedicated data analysts.

• Survey Platform Expertise: Proficiency with survey platforms like Qualtrics or equivalent for designing and deploying quantitative research instruments.

• End-to-End Research Operations: Demonstrated capability to manage all aspects of research operations, including participant recruitment, survey setup, scheduling, and data collection.

• AI Integration: Active and demonstrable use of AI in the research workflow, with a well-articulated perspective on its benefits and limitations.

• Strategic Thinking: Ability to connect individual research findings to broader business strategy, see patterns across projects, and understand the "big picture."

• Communication & Storytelling: Exceptional ability to craft compelling narratives from research data, making user experiences relatable and driving decision-making through presentations and reports.

• Collaboration: Proven ability to work effectively with cross-functional teams, including Product Managers, Designers, and Data Analysts, and present comfortably to diverse groups.

Preferred Skills:

• Experience with Growth funnel optimization (acquisition, activation, retention, resurrection, referrals).

• Direct experience communicating research insights to executive leadership.

• Experience developing and running research enablement or democratization programs.

• Comfort working within fast-paced, agile environments.

• Domain expertise in consumer mobile applications, loyalty programs, or e-commerce.

📝 Enhancement Note: The "Minimum Requirements" strongly emphasize hands-on analytical capabilities and independent research execution, particularly the ability to perform statistical analysis without external support. The "Preferred Requirements" highlight domain-specific experience and softer skills like executive communication and program building, which are indicative of a senior, influential role.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Demonstrated Impact: Showcase case studies that clearly articulate the business impact and strategic influence of your research. Quantify outcomes wherever possible (e.g., improved conversion rates, increased user engagement, reduced churn).

• Methodological Breadth: Present examples of both qualitative and quantitative research projects, illustrating your fluency across a range of methodologies and your ability to choose the appropriate method for the problem.

• End-to-End Process: Detail your process for tackling research problems, from understanding business objectives and defining research questions to execution, analysis, and delivering actionable recommendations.

• Data Synthesis: Include examples of how you've synthesized complex qualitative and quantitative data, potentially including behavioral data, to form cohesive insights and strategic recommendations.

• AI Application: Highlight specific instances where you've effectively used AI tools to enhance your research process, detailing the tools used and the tangible benefits achieved.

Process Documentation:

• Research Strategy & Planning: Provide examples of how you've developed research roadmaps, prioritized research opportunities, and aligned research plans with product strategy and business goals.

• Methodology Documentation: Showcase clear documentation of your research methodologies, including study designs, participant profiles, and analysis frameworks, ensuring reproducibility and clarity.

• Insight Dissemination: Demonstrate how you translate raw data into compelling narratives and actionable insights through reports, presentations, or workshops, tailored to different stakeholder audiences.

• Collaboration Frameworks: Illustrate how you've established collaborative workflows with Product Managers, Designers, and Data Analysts, and how you've enabled or mentored others in research practices.

📝 Enhancement Note: Given the "Principal" level and emphasis on strategic impact, a portfolio must go beyond simply listing projects. It needs to demonstrate a mature research process, the ability to drive significant business outcomes, and strategic thinking in research planning and execution. The explicit mention of AI fluency necessitates examples of its practical application.

💵 Compensation & Benefits

Salary Range: Not specified. However, for a Principal UX Researcher with 8+ years of experience in a fully remote US-based role, the typical base salary range can be estimated between $160,000 - $220,000 USD annually, depending on specific location within the US (cost of living adjustments) and the candidate's exact experience and negotiation. Equity and bonuses would be additional.

Benefits:

• Base Salary: Competitive cash compensation.

• Equity: Stock options or grants, providing ownership in Fetch's growth.

• Comprehensive Health Benefits: Likely includes medical, dental, and vision insurance.

• Retirement Savings Plan: Such as a 401(k) plan, potentially with employer matching.

• Paid Time Off (PTO): Generous vacation, sick leave, and holidays.

• Professional Development: Support for learning and growth, potentially including conference attendance, training, and access to resources.

• Remote Work Stipend: Potential for a home office setup or internet reimbursement.

Working Hours: Standard full-time hours (approximately 40 hours per week) are expected, with flexibility to accommodate research schedules and cross-time zone collaboration. The role is fully remote, allowing for greater autonomy in managing work hours.

📝 Enhancement Note: The salary estimate is based on industry benchmarks for Principal-level UX Researchers in the US market, considering the "8+ years" requirement and the fully remote nature. Fetch's mention of competitive compensation, equity, and benefits suggests a robust total rewards package. The explicit mention of "Growth" in the role title implies performance-based elements may also be considered.

🎯 Team & Company Context

🏢 Company Culture

Industry: Technology, specifically focused on consumer mobile applications, loyalty programs, and potentially e-commerce or rewards platforms. Fetch is known for its innovative approach to consumer engagement through its app.

Company Size: Fetch is described as a growing company, likely a mid-stage startup or scale-up, indicated by the need for a Principal researcher to help define strategy and mentor others. This size typically means a dynamic, fast-paced environment with opportunities for significant impact.

Founded: Fetch was founded in 2018. This relatively young age suggests a culture that is still evolving, likely embracing innovation, agility, and a strong sense of mission.

Team Structure:

• The UX Research team is part of a larger Product and Design organization. This Principal role will work closely with Product Managers, Designers, and Data Analysts within the "Growth" product area.

• The researcher will report into a Head of Research or a Director of Product/Design, with a clear reporting line within the UX Research function. They will collaborate closely with two other research teammates.

Methodology:

• Data-Driven Decision Making: Fetch emphasizes using data, both qualitative and quantitative, to inform strategic decisions. This role will be instrumental in providing the core user insights.

• Agile & Iterative: Given the startup/scale-up nature, research likely operates within agile development cycles, requiring flexibility and the ability to deliver timely insights for iterative product development.

• User-Centricity: The company culture values understanding users deeply, with research acting as the voice of the customer to guide product evolution.

• Innovation & Experimentation: The "Risk-takers" and "AI-fluent" descriptors suggest a culture that encourages experimentation and embraces new technologies to solve problems.

Company Website: https://www.fetch.com/ (Note: The provided URL in the input was for careers, the main company site is more appropriate here)

📝 Enhancement Note: Fetch's focus on consumer rewards and engagement, combined with its relatively young age and growth phase, implies a culture that is energetic, user-focused, and rapidly evolving. The emphasis on "Growth" research suggests a strong alignment with business objectives and a need for researchers who can directly impact key performance indicators.

📈 Career & Growth Analysis

Operations Career Level: Principal UX Researcher. This is a senior individual contributor role, typically positioned above Senior UX Researcher. It signifies a high level of expertise, strategic leadership, and the ability to operate with significant autonomy. Individuals at this level are expected to shape research strategy, tackle complex problems, influence senior stakeholders, and mentor others.

Reporting Structure: The Principal UX Researcher will likely report to a Director or Head of UX Research or Product. They will work alongside two other research teammates, forming a core research function within the Product organization. Close collaboration with Product Managers and Designers within the Growth team is critical.

Operations Impact: The impact of this role is directly tied to influencing product strategy and business outcomes within the Growth funnel. By providing deep user insights, the researcher will help optimize user acquisition, activation, retention, and referral programs, directly contributing to Fetch's user base growth and overall business success. This role is pivotal in translating user needs into tangible product improvements that drive key business metrics.

Growth Opportunities:

• Deepening Strategic Influence: As a Principal, there's an opportunity to further refine Fetch's overall research strategy, establish best practices for the growing research function, and become a recognized leader in user insights.

• Specialization & Expertise: Potential to deepen expertise in areas like Growth experimentation, behavioral economics, or advanced quantitative analysis within the consumer app context.

• Leadership Development: Opportunity to mentor junior researchers, designers, and PMs, developing leadership skills and contributing to the growth of the research community within Fetch.

• Cross-Functional Leadership: Influence product roadmaps and company strategy at a high level, acting as a key advisor to executive leadership.

• Defining Research Standards: Contribute to building and scaling the research function, establishing research repositories, and defining standards for quality and impact.

📝 Enhancement Note: The "Principal" title clearly indicates a senior role with significant potential for strategic impact and leadership. The growth opportunities focus on developing the research function itself, as well as individual expertise and influence within the company's strategic decision-making processes.

🌐 Work Environment

Office Type: This is a fully remote position ("TELECOMMUTE"), meaning there is no requirement to be in a physical office. The "Work Arrangement" is specified as "Remote OK," and the "Remote Status" is "Fully Remote."

Office Location(s): While the role is remote, it is specified as being for candidates in the "USA." This implies that while location within the US may offer some flexibility, candidates are expected to be based within the United States. Fetch's headquarters are in Chicago, IL, but this does not dictate a requirement for remote employees.

Workspace Context:

• Remote Collaboration: The work environment will heavily rely on digital collaboration tools (e.g., Slack, Zoom, Google Workspace, Miro, Figma) for communication, meetings, and shared work.

• Autonomy & Flexibility: Fully remote roles offer a high degree of autonomy in structuring one's workday, balancing personal needs with professional responsibilities and collaborative needs.

• Asynchronous Communication: Emphasis on effective asynchronous communication will be key, alongside scheduled synchronous meetings for real-time collaboration and workshops.

• Technology Access: Employees are expected to have a reliable internet connection and a suitable home office setup to effectively perform their duties.

Work Schedule: While core working hours will likely align with US business days (with potential adjustments for time zone collaboration, given the US-wide remote nature), there's an inherent flexibility in a remote role. The focus will be on delivering results and being available for critical meetings and collaborations, rather than strict adherence to a 9-to-5 schedule.

📝 Enhancement Note: The fully remote nature of this role is a primary characteristic of the work environment. Candidates should be comfortable with a high degree of independence, digital collaboration, and managing their own work schedule effectively. The "USA" location constraint is important for compliance and tax purposes.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A recruiter or hiring manager will review applications and conduct an initial screening call to assess qualifications, experience, and cultural fit.

• Hiring Manager Interview: A deeper dive into your experience, research philosophy, strategic thinking, and approach to UX research challenges. Questions will focus on your past projects and impact.

• Portfolio Review & Presentation: A dedicated session where you present selected case studies from your portfolio. This is a critical stage to demonstrate your skills, process, and storytelling abilities. Expect to walk through your methodology, findings, and the impact of your work.

• Cross-Functional Interviews: Interviews with key stakeholders such as Product Managers, Designers, and Data Analysts. These will assess your collaborative skills, ability to communicate research insights effectively to different audiences, and how you integrate research into product development cycles.

• Research Team Interview: A session with your potential research teammates to assess team fit, collaborative style, and shared research vision.

• Executive/Leadership Interview: Potentially a final interview with a senior leader (e.g., VP of Product, Head of Design) to assess strategic alignment and leadership potential.

Portfolio Review Tips:

• Curate Strategically: Select 3-4 of your most impactful projects that best demonstrate your Principal-level capabilities, mixed-methods fluency, strategic thinking, and ability to drive business outcomes.

• Focus on Impact & Strategy: For each case study, clearly articulate the business problem, your strategic approach to research, the methodologies used, key insights derived, and the tangible impact on the product or business. Use metrics wherever possible.

• Showcase Your Process: Walk through your end-to-end research process, from problem definition and planning to execution, analysis, and synthesis. Highlight your critical thinking at each stage.

• Highlight AI Integration: Specifically include examples where you've leveraged AI tools effectively. Be prepared to discuss the tools, your approach, and the benefits achieved.

• Tell a Story: Frame your projects as compelling narratives. Focus on the "why," "what," and "so what" of your research.

• Tailor to Fetch: If possible, subtly tailor your examples to align with Fetch's focus on consumer growth, mobile apps, or loyalty programs.

Challenge Preparation:

• Research Design Challenge: You may be given a hypothetical problem and asked to outline a research plan, including methodologies, participant criteria, and key questions. Prepare to think on your feet and articulate a strategic approach.

• Data Interpretation: Be ready to interpret sample data (qualitative or quantitative) and discuss potential insights and next steps.

• Stakeholder Communication Scenarios: Practice explaining complex research findings to non-researchers and defending your recommendations.

📝 Enhancement Note: The interview process is structured to assess a broad range of skills, from deep research expertise to strategic thinking and cross-functional collaboration. The portfolio review is a critical component, requiring candidates to demonstrate not just competence but also strategic impact and storytelling ability. The mention of AI fluency implies specific questions or portfolio requirements around its application.

🛠 Tools & Technology Stack

Primary Tools:

• Qualitative Research Platforms: Tools for remote usability testing, session recording, and participant interviews (e.g., UserTesting.com, Lookback, Zoom).

• Survey Platforms: Qualtrics or similar robust platforms for designing, distributing, and analyzing surveys.

• Statistical Analysis Software: R, SPSS, Python, or equivalent for quantitative data analysis.

• Collaboration Tools: Slack for real-time communication, Google Workspace (Docs, Sheets, Slides) for document creation and sharing, Miro or FigJam for collaborative whiteboarding and synthesis.

• Design & Prototyping Tools (for review): Figma, Sketch, or Adobe XD to understand and interact with designs being tested.

Analytics & Reporting:

• Behavioral Analytics Platforms: Tools like Amplitude, Mixpanel, or Google Analytics to analyze user behavior data and triangulate with qualitative findings.

• Data Warehousing/BI Tools (for stakeholder context): Familiarity with how data is stored and accessed (e.g., SQL, Tableau, Looker) to understand available quantitative data sources.

• Presentation Software: Google Slides, PowerPoint, Keynote for creating and delivering research reports and presentations.

CRM & Automation:

• While not directly managed by UX Research, familiarity with CRM systems (e.g., Salesforce) and marketing automation tools can provide context for user segmentation and lifecycle marketing efforts, particularly within the Growth funnel.

• Participant Management Systems: Tools or processes for managing participant databases, recruitment pipelines, and scheduling.

📝 Enhancement Note: The technology stack emphasizes tools for conducting research, analyzing data, and collaborating remotely. Proficiency in statistical analysis tools and survey platforms is explicitly required. Familiarity with behavioral analytics platforms is crucial for triangulating qualitative insights with quantitative user data in the Growth domain.

👥 Team Culture & Values

Operations Values:

• Curiosity & Rigor: A deep, ingrained curiosity that drives exploration beyond the surface, coupled with a commitment to methodological rigor and data integrity.

• Collaboration & Humility: A strong emphasis on teamwork, ego-free collaboration, and valuing diverse perspectives. The "secret sauce" implies a highly cohesive and supportive team dynamic.

• Impact & Decision-Driving: A focus on delivering research that directly influences product decisions and business strategy, rather than research for its own sake.

• User Advocacy: A fundamental commitment to deeply understanding and representing the user's voice in all product development processes.

• Adaptability & Resourcefulness: Thriving in ambiguity, matching rigor to the decision at hand, and being able to independently manage research operations.

• Boldness & Integrity: Willingness to challenge assumptions and surface uncomfortable truths early, acting as a trusted advisor with integrity.

Collaboration Style:

• Partnership-Oriented: Working closely as embedded partners with Product Managers, Designers, and Data Analysts, fostering a shared understanding of user needs and product goals.

• Mentorship & Enablement: A collaborative approach that includes empowering and guiding cross-functional partners in research practices, democratizing insights.

• Transparent Communication: Open and frequent communication, both synchronous and asynchronous, to ensure alignment and effective feedback exchange.

• Synthesis-Focused: Collaborative synthesis sessions to bring together diverse inputs and identify overarching themes and strategies.

📝 Enhancement Note: The company values, particularly "Endlessly curious," "Expert collaborators," "Master storytellers," "Big picture thinkers," "Resourceful," "Risk-takers," and "Team-players," provide a clear picture of the desired mindset and behaviors. The emphasis on "ego-free" and team dynamics highlights a collaborative and supportive environment.

⚡ Challenges & Growth Opportunities

Challenges:

• Pace and Ambiguity: Operating in a fast-paced, potentially ambiguous growth environment requires researchers to be agile, prioritize effectively, and adapt quickly to changing needs.

• Balancing Rigor and Speed: Determining the appropriate level of research rigor for different decisions, from quick evaluative studies to deep foundational research, is a constant challenge.

• Driving Strategic Impact: Ensuring that research insights translate into meaningful product changes and business outcomes requires strong influence, communication, and stakeholder management skills.

• Integrating AI Ethically and Effectively: Navigating the evolving landscape of AI in research, identifying its optimal use cases while maintaining human judgment and ethical considerations.

• Cross-Functional Alignment: Ensuring consistent understanding and application of user insights across various teams and stakeholders.

Learning & Development Opportunities:

• Deep Dive into Growth Analytics: Opportunity to gain a sophisticated understanding of user acquisition, activation, retention, and referral funnels, and how research directly impacts these metrics.

• Strategic Product Influence: Develop skills in shaping product roadmaps and influencing executive-level decisions through strategic research.

• Mentorship and Leadership: Gain experience in mentoring designers and PMs, and potentially contributing to the growth and development of the research function itself.

• Cutting-Edge AI Applications: Explore and implement advanced AI techniques within UX research workflows, staying at the forefront of the field.

• Industry Best Practices: Contribute to defining and implementing best practices for a growing research team in a dynamic consumer tech company.

📝 Enhancement Note: The challenges and growth opportunities are closely linked. The primary challenge of driving strategic impact is also the main growth opportunity. Navigating AI effectively is both a current challenge and a future-focused learning opportunity.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you used mixed-methods research to solve a complex problem. What was your process, what did you find, and what was the impact?" (Prepare to detail your approach to integrating qualitative and quantitative data, and quantify outcomes.)

• "How would you approach developing a research strategy for the Fetch consumer app's growth funnel (acquisition, activation, retention)?" (Focus on prioritization, key questions, and alignment with business goals.)

Company & Culture Questions:

• "What excites you about Fetch and our mission?" (Research Fetch's product, business model, and recent news. Connect your passion to their goals.)

• "How do you leverage AI in your research workflow, and what's your perspective on its role in the future of UX research?" (Be prepared with specific examples and a thoughtful viewpoint.)

Portfolio Presentation Strategy:

• Structure Your Narrative: For each case study, clearly define the problem, your strategic approach, the methods used, key insights, product/business impact, and lessons learned.

• Quantify Impact: Wherever possible, use metrics to demonstrate the tangible results of your research (e.g., "Our insights led to a 15% increase in user activation").

• Showcase Your Process: Clearly articulate your steps from planning to delivery, highlighting your critical thinking and decision-making at each stage.

• Highlight AI Use: Dedicate a portion of your presentation to demonstrating how you've used AI tools, explaining the specific benefits and your strategic rationale.

• Be Prepared for Q&A: Anticipate questions about your methodology, trade-offs made, alternative approaches, and how you would handle specific scenarios at Fetch.

📝 Enhancement Note: Interview preparation should focus on demonstrating strategic thinking, mixed-methods expertise, and the ability to drive tangible business impact. The emphasis on AI fluency means candidates must have concrete examples to share.

📌 Application Steps

To apply for this Principal UX Researcher position:

• Submit your application through the provided link on jobs.gem.com.

• Portfolio Customization: Prepare a portfolio that showcases 3-4 impactful case studies demonstrating your mixed-methods expertise, strategic approach, and significant business/product impact. Ensure at least one case study highlights your effective use of AI in research.

• Resume Optimization: Tailor your resume to highlight your 8+ years of industry experience, specific achievements in UX research, fluency in qualitative and quantitative methodologies, experience with statistical analysis tools (R, SPSS, Python), and any experience relevant to consumer growth, mobile apps, or e-commerce.

• Interview Practice: Rehearse answers to common UX research strategy questions, company-specific inquiries, and practice presenting your portfolio case studies clearly and concisely, focusing on impact and process.

• Company Research: Deeply research Fetch, its product, mission, and recent developments. Understand their focus on consumer growth and the role of UX research within their product development lifecycle.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details, especially regarding salary ranges and specific interview processes, should be verified directly with the hiring organization before making application decisions.