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Market researcher: Job description and activities

Job description

Market researchers collect and analyse information on behalf of organisations such as businesses, governments and charities. They are sometimes employed directly by that organisation, but more often work for specialist research agencies. They analyse consumer opinions and collect data to enable organisations to make informed political, social and economic decisions.

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;
• managing budgets.

AGCAS

Written by Laura Dean, Leeds Metropolitan University

Last updated:

December 2009

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