Market Researcher Career Information

Market researchers have one of the most interesting jobs in marketing. They work across the entire spectrum of marketing, within every industry and on all kinds of products and issues. Market research is very big business. Some market researchers are specialists in particular industries, others may be experts in product types. Career progression is based on very high job mobility, networking, and as is often the case in marketing, headhunting. Consultants are the top of the professional range.

The Work Environment

Market research is also one of the most varied jobs in marketing. Market research provides the data and analyses for huge marketing campaigns, political campaigns, government policies and any business or social issue.

A market research project may involve any or all of these basic tasks:

  • Product research strategy development: This is designing the market research, defining the needs of the subject and the client.
  • Planning demographic research: The demographics of market research are extremely important for statistical analysis purposes. Market research is targeted to specific market segments, the parts of the market most relevant to the issues.
  • Sampling issues: Sampling is a method of survey using a representative group to cover the market base. That can be tricky, because it requires a good mix of samples to get an accurate picture from survey findings. Market researchers have to define the basis of the samples in relation to the product or issue. For example, if the product is teen fashions, the sample needs to be teenagers, not older people.
  • Compiling survey materials: Market surveys need to provide answers to specific questions, which may include questions raised by the client. For example, on-line surveys give multiple choices regarding how much you like or dislike a product or service. In many cases comments are also requested to provide direct inputs of additional information in these areas.
  • Convening focus groups: Focus groups, like samples, are selected as representative groups for survey purposes.
  • Conducting surveys and focus groups: The operational area of conducting focus groups and surveys is coordinated on a time frame, to obtain a result based on current information. In many cases surveys are scheduled as part of the marketing program.
  • Collecting data: This is a database exercise, putting together and collating information.
  • Analyzing data: Analysis can involve psychological assessments, pure statistical data, focus group notes, and any information provided by survey participants.
  • Preparing a market research report for clients defining findings: This is the end product of the research. It involves significant setting out the market research data clearly and unambiguously, explaining the results of research, and providing advice and recommendations to clients.