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. 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. Briefing interviewers and researchers 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.
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