Market researchers co-ordinate and administer research projects on behalf of organisations such as businesses, government bodies and charities. They carry out surveys and collect and analyse data, allowing their clients to further understand their market and make informed decisions about future policies and initiatives.
Market research is an important component of modern business strategy; the process of systematic gathering, recording and analysing of data about customers, competitors and the market. Market research can help create a business plan, launch a new product, fine tune existing ones and expand into new markets. It can be used to determine which portion of the population will purchase the product based on variables like age, gender, location and income level. With market research companies can learn more about current and potential customers.
Essentially workers in this area help companies to make better business decisions about the development and marketing of new products. It is their responsibility to identify and monitor competitors and research conditions or changes in the industry that may affect sales.
This role involves working closely with the client (either internal or external) to understand, define and document the overarching business object. Qualitative and quantitative techniques are applied to interpret the data, and reports are formulated based upon the findings to produce substantiated recommendations for the benefit of the client organisiation.
- Liaising with mangers to ascertain the business objectives and to what needs to be achieved.
- Planning, implementing, controlling, analysing and reporting on the information gathered.
- Designing and co-ordinating research projects and commissioning surveys.
- Conducting in-depth data analyses using traditional and advanced methods.
- Authoring reports containing actionable recommendations.
- Making presentations and recommendations to the client.
- Answering questions and instilling confidence.
Travel: a regular feature of the working day.
Working hours: mainly office hours, Monday–Friday with occasional additional hours to meet deadlines.
Location: mainly in larger towns and cities throughout the country.
Opportunities for self-employment: possible.
- Market research consultancies
- In-house marketing/research departments.
Career development opportunities are good for those with the motivation to reach more senior positions such as account director.
Varies according to employer.
Specific degree subjects required
Open to non-graduates and graduates of all disciplines.
Other relevant degree subjects
- Social sciences
A pre-entry postgraduate qualification is not required.
Mainly on the job.
Skills and qualities
- Excellent written and verbal communication including exceptional presentation skills.
- Ability to form strong working relationships with clients.
- Numeracy, especially statistical ability.
- High level of organisation and time management skills.
- Excellent attention to detail and accuracy.
- Ability to prioritise and multitask.
- Excellent team-working and negotiating skills.
- Confidence in dealing with a wide variety of individuals.