Market researcher
The Institute of Direct and Digital Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services - for individual marketers and businesses - are in demand worldwide. Get training and qualifications from The Institute of Direct and Digital Marketing.
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 which is 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 which 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:
The Institute of Direct and Digital Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services - for individual marketers and businesses - are in demand worldwide. Get training and qualifications from The Institute of Direct and Digital Marketing.
Salary figures are intended as a guide only.
The Institute of Direct and Digital Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services - for individual marketers and businesses - are in demand worldwide. Get training and qualifications from The Institute of Direct and Digital Marketing.
The majority of employers will expect candidates to have a degree. While they look for skills in communication and analysis, the exact subject studied is of less importance. Subjects that could help employers to see you have the combination of skills required could include:
However, a wide range of degrees are often accepted by employers.
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. A range of market research agencies offer structured placement opportunities. See Market Research Society:Student Placements for details.
Candidates need to show evidence of the following:
Competition for jobs 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, e.g. the Market Research Society (MRS) , which runs networking events.
For more information, see work experience and internships and search courses and research.
The Institute of Direct and Digital Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services - for individual marketers and businesses - are in demand worldwide. Get training and qualifications from The Institute of Direct and Digital Marketing.
Once in post, most training is provided informally, on the job, with support from more experienced colleagues. Some larger agencies also run graduate training schemes, which typically last two years.
There are also a variety of external courses available, specifically designed for market research professionals. The Market Research Society (MRS) runs many training courses and qualifications, including the MRS Diploma in Market and Social Research Practice, for those with two or more years of research experience. They also offer certificate and advanced certificate qualifications. Some organisations encourage employees to study towards these more formal qualifications and may offer financial support, provide study leave, or both.
Many of the qualifications offered by the Chartered Institute of Marketing (CIM) include a market research component. There is also a range of relevant postgraduate courses available in statistics, marketing or social research.
The Social Research Association (SRA) also runs a range of courses on topics such as survey design and quantitative data analysis.
Continuing professional development (CPD) is also important and can be carried out in many ways. The MRS offers online training which can be completed in your own time. Course titles include Market Research - An Introduction, Questionnaire Design and Business Skills. MRS also offers a range of events and networking opportunities, some specifically designed for new and young researchers through the MRS: R-Net group.
The Institute of Direct and Digital Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services - for individual marketers and businesses - are in demand worldwide. Get training and qualifications from The Institute of Direct and Digital Marketing.
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.
Progression often takes the following route:
Responsibility for client contact, presentations, and project and team management increases with seniority, often with a corresponding decrease in the level of field work undertaken. If working client-side, progression may mean moving to another organisation. Some agencies are quite small as well and so you may also need to move employers to progress.
It is recommended that entrants gain a range of experience before specialising in order to enhance career development and/or job mobility later in their careers.
The rapid growth of international business and developments in information technology has created worldwide opportunities in this field. Market researchers with a good level of experience in their specialist area can progress to working as research practitioners, either independently or in partnership.
Some market researchers go on to set up their own consultancy or work freelance, but only once they have built up substantial experience and have a good contacts list.
The Institute of Direct and Digital Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services - for individual marketers and businesses - are in demand worldwide. Get training and qualifications from The Institute of Direct and Digital Marketing.
The majority of positions are found in market research agencies or consultancies. These specialist agencies manage and oversee research projects commissioned by a range of organisations, including businesses, advertising and PR agencies, local and central government and charities.
Many of the marketing research agencies are located in and around London and in the South East of England. Agencies range in size from two to several hundred employees offering specialist or general consultancy.
Opportunities also exist client-side within industrial and commercial organisations, such as manufacturing, pharmaceutical and retail companies, as well as in advertising agencies and charities. Roles in these settings may involve coordinating and contracting out the research on behalf of the company, or assisting in the development of marketing strategies.
Research institutions and government departments also employ market researchers. For more information on working for local authorities or government departments see government social research officer.
The AQR Directory and Handbook and Research Buyers Guide provide details of market research agencies and consultants, as well as background information on the different sectors.
Recruitment agencies commonly handle vacancies. Specialist agencies often require some experience. Vacancies for graduates may be advertised as research assistants or as graduate trainees.
Get tips on job hunting, CVs and covering letters and interviews.
The Institute of Direct and Digital Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services - for individual marketers and businesses - are in demand worldwide. Get training and qualifications from The Institute of Direct and Digital Marketing.
Tweet