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The work that a market researcher does helps to inform political, social and economic decisions made by many organisations and businesses. Their primary aim is to collect and analyse data and information thatis valuable to their clients.
Some market researchers are employed directly by a company (known as client-side) and work to collect information for them on customer opinions, investment and marketing decisions. The majority, however, are employed by marketing agencies that range in size, where they work on numerous projects for different companies and industries.
Market researchers tend to specialise in either quantitative or qualitative research. Quantitative research involves working with statistics and percentages and can deliver quick results. Qualitative research involves analysing opinions and can provide the reasons behind certain percentages. Qualitative research is a longer process, sometimes lasting years.
The exact type of work carried out by market researchers varies according to the employer (whether they work client-side or for an agency), the industry in which the client is based and the type of research being carried out.
Typically, however, work activities can include:
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