Laura McGowan Fry

Manager, Customer Experience - XLAB Research - General Motors

Laura holds a PhD from Wayne State University in Marketing and Communications. She has held tenure track positions and part-time instruction roles at four Michigan universities. Laura’s corporate experience is in research and strategic planning for several of today’s best loved brands including Bank of America, Best Buy, Bristol-Meyers Squibb, Dow, Ford Motor Company, General Motors, Harley-Davidson, Harman-Kardon, Kimberly-Clarke, Mazda, Merck, Pepsi, Pfizer, Sephora, Shell Oil, Sherwin Williams, and Walgreens. Laura is currently the manager of GM’s CX Experience Lab (XLAB) a team of researchers who focus on bringing rich customer insights to GM’s CX teams via qualitative methodological approaches.

Speaker 2024

GM's CX Mixed-Methods Approach to CX Research for Garnering Holistic Insights