Market researchers usually specialise in one sector, such as consumer or social research. They plan and implement research projects, and assess the results.
Quantitative research focuses on gathering and analysing statistical data for example using questionnaires, and increasingly via electronic data collection. Qualitative research focuses on people's attitudes and motivation, using methods such as focus groups and in-depth interviews.
Typical work activities
A minority of market researchers (also known as research executives) are involved in both quantitative and qualitative research. However, it is more usual for researchers to specialise in one methodology. Most market research positions are within specialist research agencies.
Some market researchers are employed in-house by large organisations - this is known as working client-side. Usually researchers employed in this way will be part of a team of only three or four others. The type of employing organisation, and the type of research, will greatly impact the day to day work undertaken.
Typical work activities will vary according to the employer and the nature of the role. These may include:
- meeting with clients to negotiate and agree research projects;
- liaising with clients via face to face meetings, email and the telephone;
- researching a topic;
- preparing briefs and commissioning research;
- formulating a plan/proposal and presenting it to the client or senior management;
- writing and managing the distribution of surveys and questionnaires;
- briefing interviewers and researchers;
- liaising with and managing survey staff;
- moderating focus groups;
- undertaking ethnographic research (observing people in their homes and other environments);
- conducting qualitative or quantitative surveys, which may involve field, interview or focus group assessments;
- using statistical software to manage and organise information;
- monitoring the progress of research projects;
- analysing and interpreting data to identify patterns and solutions, including surveys and focus group transcripts;
- writing detailed reports and presenting results;
- advising clients/senior management on how to best use research findings
- Range of typical starting salaries: £18,000 - £25,000.
- Range of typical salaries with three to five years' experience: £32,000 - £38,000.
- Range of typical salaries with significant experience: £45,000 - £100,000. It is worth noting that moving to self-employment is a popular career progression route and these figures represent only paid positions.
- Some larger firms may offer additional benefits, such as a company car, profit-sharing schemes, medical insurance, gym membership and bonuses.
- Working hours for in-house and researchers who use quantitative methods are generally nine to five, with occasional evening/weekend work required to meet project deadlines. In jobs that involve qualitative work, evening and weekend work is a common part of the role.
- Although hours may be irregular, paid overtime is rare, but some organisations will offer time off in lieu.
- In some organisations the work is mostly desk-based, though this depends on the specific role. Many market researchers travel nationally and occasionally internationally, to visit client organisations.
- In some cases, more experienced marketing researchers may be expected to travel nationally and even internationally in order to undertake qualitative research.
- Self-employment/freelance work is sometimes possible. Self-employment usually involves setting up a consultancy, usually after around ten years' experience and with good contacts, and is undertaken by a significant minority of researchers.
- Short-term contracts are available via recruitment agencies, although these are generally for more senior market research posts.
- Career breaks and secondments may be possible if working for larger organisations, and in particular if working client side.
- Jobs have been widely available, though over the last year fewer posts have been advertised. There has always been competition for jobs in this area. Most opportunities with market research firms are in London and the South East of England. Client-side posts are generally available nationwide.
- There is an approximate balance of men and women, though there tend to be more men in management roles.
- This can be a fast-paced, pressurised role due to the tight deadlines, but it is also often challenging, varied and rewarding.
Market research is open to all graduates/Diplomates. The following degree subjects may be particularly helpful:
For quantitative research:
- statistics;
- mathematics;
- psychology;
- economics;
- marketing;
- business/management.
- psychology;
- English;
- languages;
- sociology;
- anthropology;
- social sciences.
A pre-entry postgraduate qualification is not usually needed, although, for some types of roles, a Masters/diploma in a statistics-related subject may improve candidates' chances, particularly if their first degree is not statistical.
Pre-entry experience in areas such as research, statistical data analysis and interview techniques will be helpful. Relevant work experience can be gained through vacation work, work placements, shadowing or volunteering. A range of market research agencies offer structured placement opportunities.
Candidates will need to show evidence of the following:
- interpersonal skills, with strong written and oral communication skills;
- good analytical and numerical skills;
- accuracy and attention to detail;
- the ability to use initiative;
- excellent organisational skills;
- business awareness;
- creativity and problem-solving skills;
- teamwork and negotiation skills;
- flexibility and drive;
- IT literacy;
- an interest in psychology and behaviour.
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