Market researchers can help make informed decisions and provide necessary data for business growth and success. Market researchers' daily job role is to collect and analyse data and information to help their clients make informed political, social and economic decisions.
As a market researcher, you can specialise in either quantitative or qualitative research. Most market researchers are employed by market research agencies and consultancies, where work is carried out on numerous projects for different companies and industries. However, sometimes market researchers are employed directly by a company, where they collect information on customer opinions, investment and marketing trends.
Job duties can vary depending on what projects you’re currently working on, but generally, you will meet and liaise with clients to negotiate and agree on research projects and prepare briefs or commission research. In addition, you may be asked to formulate plans or proposals to present to your client or senior management and brief interviewers and researchers.
Practical work may include moderating focus groups and in-depth interviews, undertaking ethnographic research (observing people in their homes and other environments), and conducting qualitative or quantitative surveys. As well as the above, you may be expected to use statistical software to manage and organise information, monitor the progress of research projects or analyse and interpret data to identify patterns and solutions, including surveys and focus group transcripts. You will then write reports and visually appealing presentations for your clients, making recommendations that will impact their business
Most employers expect candidates to have a degree and look for skills in communication and analysis. If you want to get into quantitative research, the following subjects are useful:
For qualitative research, it is helpful to have a degree in a subject such as:
Degrees in marketing, English and languages are also useful but a variety of degrees are often accepted by employers.
Generally, career progression in market research can be relatively rapid, with many market researchers being given the opportunity to advance to a more senior post within two years of entry. Promotion is usually based on merit, professional qualifications gained, experience and specialism.
You'll often progress to research executive, before moving onto senior researcher and finally advancing to the role of Director and Board Director.
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