In Summary - Market Researcher
Market Researchers typically work in the following Career Sectors:
Videos on the Web
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- Market Analyst - from: icould [UK] Video
The Work - Market Researcher
Market research is usually carried out for manufacturers and advertisers who are interested in selling goods. The aim is to find out what people need, want, like and dislike. Companies can then produce the right goods and achieve maximum sales.
Other organisations, such as central and local government, also use market research to find out what the public think about different subjects, for example, environmental policies or planning proposals. Opinion polls are a type of market research covering a range of subjects, from views on political/economic issues and likely voting behaviour, to level of support for European Union directives.
Market research interviewers collect information using questionnaires. They ask questions, such as which brand names or advertising slogans interviewees recognise, which products they use, where they usually shop and whether they would try new types of goods.
Market research interviewers usually have to interview a target number of people. This may be a random sample or a selected group, for example, people of a certain age and sex, or parents of young children. Sometimes they work in shopping precincts, and approach people they think meet their criteria. Sometimes interviews are conducted over the telephone. Street and telephone interviews tend to be fairly short. For some types of research, interviewers visit people at home.
Most commonly reported Work Tasks
- Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
- Seek and provide information to help companies determine their position in the marketplace.
- Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.
- Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
- Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
- Monitor industry statistics and follow trends in trade literature.
- Measure and assess customer and employee satisfaction.
- Measure the effectiveness of marketing, advertising, and communications programs and strategies.
- Forecast and track marketing and sales trends, analyzing collected data.
- Attend staff conferences to provide management with information and proposals concerning the promotion, distribution, design, and pricing of company products or services.
Most commonly reported Work Activities
- Analyzing Data or Information Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
- Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
- Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
- Interpreting the Meaning of Information for Others Translating or explaining what information means and how it can be used.
- Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
- Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
- Processing Information Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
- Making Decisions and Solving Problems Analyzing information and evaluating results to choose the best solution and solve problems.
- Identifying Objects, Actions, and Events Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
- Updating and Using Relevant Knowledge Keeping up-to-date technically and applying new knowledge to your job.
Interests - Market Researcher
This occupation is typically suited for people with the following Career Interests:
The Investigative person will usually find a particular area of science to be of interest. They are inclined toward intellectual and analytical activities and enjoy observation and theory. They may prefer thought to action, and enjoy the challenge of solving problems with sophiscticated technology. These types prefer mentally stimulating environments and often pay close attention to developments in their chosen field.
Administrative people are interested in work that offers security and a sense of being part of a larger process. They may be at their most productive under supervisors who give clear guidelines and while performing routine tasks in a methodical and reliable way.
They tend to enjoy clerical and most forms of office work, where they perform essential administrative duties. They often form the backbone of large and small organisations alike. They may enjoy being in charge of office filing systems, and using computers and other office equipment to keep things running smoothly. They usually like routine work hours and prefer comfortable indoor workplaces.
Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.
You need self-confidence to be a market research interviewer. A polite and friendly personality is also useful. You need to be able to ask questions objectively. A clear voice and a good telephone manner are essential.
Listening skills and attention to detail are important. Market research interviewers need to record answers accurately and write down comments briefly and clearly. You need to pay attention to detail in order to effectively determine what the interviewee is trying to convey.
You might also have to be persistent and persuasive from time to time. Market research interviewers need to be self-motivated and able to work without supervision. Some interviewers spend long periods on their feet, so stamina may be necessary.
In some posts, a full clean driving licence will be needed.
Entry Requirements - Market Researcher
Pay & Salary - Market Researcher
Salary Range (thousands per year)* 25k - 60k
Last Updated: February, 2017
* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.
Labour Market Updates - Market Researcher
Shortages in this occupation relate to those employed in call centres and are specific to those with language skills. There is evidence of churn in this occupation, with over 8,000 recent job hires in 2017.
National Skills Bulletin 2018