Market Research Executive

Market researchers try to find out what people think and how they behave and why.

There are two main types of market research. Most researchers work in one or the other, though some jobs may combine the two:

• Quantitative research involves analysing data collected by surveys and questionnaires. Based on statistics, it is used to find out how many people behave, buy or think in a certain way.
• Qualitative research often involves fewer people but asks more in-depth questions. It tries to understand why people act, buy or think in a certain way, by researching their attitudes and opinions as well as their actions.

Research methods include telephone interviews, internet contact, face-to-face interviews and group discussions or focus groups.

Executives' daily tasks might include:

• deciding on the best research methods
• designing questionnaires
• briefing interviewers
• supervising research
• analysing the findings
• writing and presenting results
• managing budgets.

Salaries range from at least £18,000 to £80,000 or more a year.

Researchers usually work normal office hours, although some may be expected to carry out work at evenings or weekends.

The work is based in offices but there may be a lot of travel to meet clients and interviewers and to visit research sites.

A market research executive must be:

• a strong communicator, in person and in writing
• skilled at working with numbers
• analytical
• commercially aware
• good at solving problems
• well organised
• interested in people and what motivates them.

Some market research executives are employed by one of hundreds of market research agencies and may serve a range of clients. Others work in-house for commercial and industrial organisations, government departments, advertising agencies, research institutes and charities.

Most people enter this work with a Higher National Diploma (HND) or degree, which can be in any subject. A subject demonstrating strong communication or analytical skills may be useful, such as languages, English literature, maths, psychology, history, politics, science or IT. Qualitative researchers often hold degrees in social sciences.

Training is usually on the job, often working towards qualifications such as the Advanced Certificate or the Diploma in Market and Social Research Practice.

Progression may be to senior research executive. Those working with larger employers may progress to management positions. Many experienced researchers set up their own market research businesses.

Further details