Market Researcher

Market researchers collect and analyse information on behalf of organisations such as businesses, governments and charities. They analyse consumer opinions and collect data from a variety of sources to enable organisations to make informed decisions.

Market researchers often specialise in one sector, such as consumer or social research. They plan and implement research projects, and assess the results. They may also work with clients, advising how to use the information provided.

Quantitative research focuses on gathering and analysing information using techniques such as questionnaires and electronic data collection. Qualitative research focuses on people's attitudes and motivation, using methods such as focus groups and in-depth interviews.

While some market researchers (also known as research executives) are involved in both quantitative and qualitative research, generally these disciplines are split. Many market research positions are within specialist research agencies. However, some market researchers are employed in-house by large organisations - this is known as working client-side. 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; regular client liaison via 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; pitching projects to potential clients; writing and managing the distribution of surveys and questionnaires;  

You could also be involved in: 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; budget management;working closely with colleagues on research projects.

Range of typical starting salaries: £19,000 - £24,000. Range of typical salaries with three to five years' experience: £28,000 - £35,000.

Range of typical salaries with significant experience: £45,000 - £80,000. Some larger firms may offer additional benefits, such as a company car, profit-sharing schemes, medical insurance, gym membership and bonuses.

Although there is no standard entry requirement for a market research post, most people employed in the profession will hold a degree or a higher national diploma (HND). Entry without a degree or HND is unlikely as market research is a competitive industry to join. Market research is open to all graduates/Diplomates. However the following degree subjects may be particularly helpful: For quantitative research: statistics; mathematics; economics; marketing; business/management. For qualitative research: psychology; sociology; anthropology; social sciences.

For specialist industrial market research posts, a degree in a specific subject linked to the industry, such as engineering or science, may be useful. Languages are an advantage for international work. For some posts, an understanding and knowledge of specialist statistical software may give candidates an edge.

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. 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.

Competition is strong. Speculative approaches can be more successful than relying on advertised vacancies. Consider applying for research assistant posts first. Develop contacts through networking or via relevant professional bodies.