Market Research

Market research executives find out information about customers and potential customers for a wide range of companies and organisations.
There are two types:
quantitative research is based on numbers and explores how many people behave, buy or think in a certain way
qualitative research involves fewer people, but asks more in-depth questions in an attempt to discover why people behave, buy or think in a certain way.
People usually do one type of research or the other.
Tasks may include:
putting together a plan or proposal
designing and organising surveys
analysing and presenting the results
making recommendations based on the findings.
A full-time worker would expect to work around 35 to 40 hours a week in normal office hours. Qualitative researchers may need to be more flexible, as home visits and focus groups are often set up at evenings and weekends. Quantitative research is usually office based, but qualitative work generally involves a lot of travelling.
Salaries may start at £18,000 a year, and can rise to £80,000 for senior people.
A market research executive should have:
good communication skills
an analytical mind and a creative attitude to solving problems
good mathematical and computer skills (quantitative research)
excellent listening and people skills (qualitative research)
an interest in people's behaviour and motivations.
Most opportunities for market research executives occur in specialist agencies, many of which are based in and around London. Other employers include industrial and commercial organisations, government departments, advertising agencies, charities and research institutes.
Market research executives usually have a degree or higher national diploma (HND). Maths is useful for quantitative research, and arts or humanities subjects for qualitative research. There is no upper age limit for joining this profession.
Market research executives build up their skills while working, and may take a professional qualification. In a larger organisation, there may be a structured training scheme.
Career progression in market research can be relatively quick, and managerial opportunities for executives with flair and commitment may be available