| RESEARCH EXECUTIVE RESEARCH ANALYST RESEARCH INTERVIEWER |
MARKET RESEARCH EXECUTIVE | |
| Job description |
Market researchers can be found in most organisations in some way or other as the custodians of market information about the company or sector. There are also lots of market research agencies based all over the UK. Market research falls broadly into two types, qualitative and quantitative. - qualitative research tends to involve speaking to smaller number of people in a great deal of depth. Techniques used here are one to one interviews and focus groups - quantitative research involves capturing the views of larger numbers of people, typically using structured questionnaires, and statistical analysis. Most market researchers specialise in one or other, but will usually have some degree of understanding of both. The job itself varies according to employer. In an agency a market researcher will get involved in all stages of the process, from responding to the brief, to designing the questionnaire or discussion guide, organising the sample and analysis. On the client side, the focus is on managing and maximising
research commissioned externally with agencies, and helping those within the company
understand and use the research data.
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| Typical employers | Market research agencies, advertising agencies, marketing and management consultants. Most large blue chip organisations will have a market research department. | |
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| Qualifications and experience |
Market research executives need to have an enquiring mind and be very organised. For quantitative research posts, numerical ability is essential and a statistical background very helpful. For qualitative posts the ability to relate to people on a number of different levels is essential. Market researchers, in agencies and client side, will usually have an end “client” so the ability to communicate complex information clearly is important. Increasingly market researchers are providing an element of consultancy with their research so the ability to think strategically and see the implications of the research for a client is valued. A degree is usually required, but the subject is less important. Quite a lot of qualitative researchers will have some psychology training, equally quantitative researchers may have a background in maths or statistics. Competition is keen, especially for larger agencies and in industry. Make speculative applications rather than relying on advertised vacancies. |
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| Salary |
Range of typical starting salaries: £16,000 - £21,000 There are scattered vacancies across most major cities. The structure of agencies varies as does the speed with which individuals progress. Movement between agencies and industry is common. First job move within 2-3 years is usual. Can move into consultancy and self employment. |
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| Working hours and conditions |
Qualitative researchers carry out much of their work in the evenings, and there will be travel involved. Deadlines will usually be tight and researchers have to work efficiently, and often very quickly. The working atmosphere tends to be informal in agencies but more formal in industry. |
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| When applying |
- think carefully about the type of research you want to do and the kind of training you want. Small agencies are ideal for fast progression but can have little formal training or support. Larger agencies will have a more structured training scheme but progression may be slower. - obtain vacation experience with a market research agency and develop contacts in the industry. Telephone interviewing can be a useful way to make contacts, but is not necessarily seen as directly relevant work experience. - make use of the professional bodies, all have useful websites and can provide advice, information and lists of contacts. - make sure you know what the company does before applying. Market research jobs are varied in their scope and role and if you don’t know what they do you’ll fail at interview. - be broadly aware of what else if going on in the world. Market researchers are always required to see the ‘bigger picture’ so there is no harm in demonstrating this. |
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| More information/ professional bodies |
Market Research Society, www.mrs.org.uk |
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| Within these4walls | ||
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| Personal thoughts |
“Market researchers tend to be people who are nosy and enjoy understanding how and why people behave the way that they do. It is an incredibly rewarding career, especially if you conduct research of the more strategic type where you see clients making big changes as a result of your research and analysis. It’s an industry that values and develops its younger researchers and some of the competition and one-upmanship that can be found in other industries rarely exists, so it’s a great place to be when you’re starting out.” Alice Page, these4walls, alice@t4w.co.uk |
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| RESEARCH
EXECUTIVE RESEARCH ANALYST RESEARCH INTERVIEWER |
MARKET RESEARCH ANALYST | |
| Job description |
Market research statisticians are responsible for liaising with clients and research executives to devise and monitor different forms of data collection and interpretation. Analysts’ advice and expertise influences questionnaire design and shapes how different research projects are carried out and analysed. Analysts need to be highly skilled in mathematical applications and to possess the necessary communication skills to present often highly complex data to non-numerical clients. Statisticians can enter market research as executives before specialising; others enter directly after university. Most employers seek high-calibre graduates with relevant mathematics/statistical degree qualifications. Much analysis is carried out using highly specialist computer packages and most large organisations will send their statisticians on regular training and updating courses with the companies whose software they use. SPSS is a commonly used package - some prior experience of using it is an advantage. Typical duties involve: - statistical analysis to understand market research data - presenting results and recommendations to internal and/or external clients. - providing general statistical advice and assistance to market research executives on sample design and survey methodology. - taking briefs from clients - using statistical software and analysing and interpreting data - acting as a consultant on statistical techniques for internal and external
clients |
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| Typical employers | Most statisticians tend to
work for independent market research agencies, large companies and government/public
organisations.
Most jobs are available from major market research companies, some retailers, large manufacturing companies, particularly in pharmaceuticals, advertising agencies and government departments. |
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| Qualifications and experience |
Most employers may require at least part of your degree to be in statistics and you will need evidence of statistical aptitude and some related experience. Statistical data analysis, a market research placement or market research interviewing will improve your chances. Some entrants start as research assistants and move into statistical work. A high level of computer literacy, a strong interest in research, the ability to handle a number of projects at once, good time management and excellent communication skills are all important. There are few specialist posts so competition is keen. Advertised vacancies attract over 100 applicants per post. Speculative approaches may be more successful than relying on advertised vacancies. |
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| Salary |
Range of typical starting salaries:
£15,000 - £18,000 Larger firms may offer benefits such as company cars, private health care and profit sharing schemes. |
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| Working hours and conditions | The work is usually office based, with occasional visits to client organisations. There is pressure in working to tight deadlines, often agreed by someone else. | |
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| When applying | Try to obtain vacation experience with
market research agencies. Consider applying for research assistant posts first.
Develop contacts and make use of relevant professional bodies. Make speculative approaches to agencies for temporary and permanent jobs and be persistent. Being able to show relevant course or project work is helpful. |
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| More information/ professional bodies | Market Research Society,
www.mrs.org.uk Association of Qualitative Research, www.aqr.org.uk Research Magazine, www.research-live.com |
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| Within these4walls | ||
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| RESEARCH
EXECUTIVE RESEARCH ANALYST RESEARCH INTERVIEWER |
MARKET RESEARCH INTERVIEWER | |
| Job description |
Interviewers are responsible for collecting data in the field by using one of several techniques: face-to-face interviews, telephone surveys, product testing, brand imaging, consumer satisfaction surveys, acting as mystery shoppers for service providers. Interviewers receive their briefings from research executives and are employed to work for a range of UK and international clients. To do this work you need to possess good interpersonal skills, tenacity, motivation and an ability to focus on obtaining only relevant information. You must also be able to take rejection! Those who are fluent in other languages can often command more money for international work. |
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| Typical employers | Most interviewers are employed by agencies on a temporary, part-time basis. Many freelance between different agencies and have experience of conducting research for a wide variety of issues and products. | |
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| Qualifications and experience |
Usually only larger market research agencies have their own fieldforce, so it is worth approaching market research agencies direct to find out about opportunities. There are also a lot of fieldwork agencies and they will usually have vacancies. They are often happy to recruit students for part-time and vacation work, particularly as telephone interviewers. Few interviewers are employed on a long-term basis but experience gained interviewing may be beneficial when applying for research executive vacancies. |
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| Salary |
Dependent on company. If temporary then often paid an hourly rate. |
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| Working hours and conditions | Vary according to company. If interviewing over the telephone then expect to be in a call centre. If interviewing face to face then expect to be outside and wrap up warm! | |
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| When applying |
Relevant experience is always desired, but not always necessary. Being presentable and having a good manner with strangers is essential. |
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| More information/ professional bodies | Market Research Society,
www.mrs.org.uk Association of Qualitative Research, www.aqr.org.uk Research Magazine, www.research-live.com |
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| Within these4walls | ||
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