Market research wants to know what people would buy or how they act, behave and make their decisions. It’s usually commissioned by clients to collect and analyse data which the market researcher would then give recommendations based on the findings.
Types of work in market research - in market research, there are different fields of expertise:
There are also two types of market research approaches:
Quantitative – this type of research deals with numbers and statistics, while qualitative research deals with words and meanings. Quantitative methods allow you to systematically measure variables and test hypotheses.
Qualitative – collecting, analysing, and interpreting non-numerical data, such as language and emotion. Qualitative research can be used to understand how an individual subjectively perceives and gives meaning to their social reality.
Common skills needed for market research job roles include:
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: business or management, economics, mathematics, and statistics.
For qualitative research, it is helpful to have a degree in a subject such as anthropology, geography, psychology, social sciences, and sociology. 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 or three years of entry. Promotion is usually based on merit, professional qualifications gained, experience and specialism.
You'll often progress from and entry role to Research Executive, before moving onto senior researcher and finally advancing to the role of Director.
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