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 action
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 €20,000 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 ofices 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 the many 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 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 with the Marketing Institute of Ireland (MMI) or The Chartered Institute of Marketing (CIM).
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.
What is the work like?
Market researchers look into people’s opinions and behaviour and the factors behind them. Market research informs decision making at almost every level of industry, commerce and social policy.
The work is diverse. Some executives work within a market research agency, serving a range of clients. Others are employed by large organisations as in-house researchers. They conduct internal research among staff and customers and may also commission researchers in external agencies to work on behalf of their companies.
Research may be conducted among a cross section of the public or within a particular target group. Research methods include:
- telephone interviews
- internet contact
- face-to-face interviews
- group discussions or focus groups.
For each research project, an executive may:
- design the best research method to gather the data needed by the company or client
- advise on questionnaire design
- brief those who will carry out research interviews
- oversee the research process
- check and analyse the data
- write a report from the findings
- make a presentation on the results and offer recommendations
- manage the budget for the project.
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, for instance, to gauge support for a political party or potential interest in buying a new product.
- 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. Researchers may deal with highly sensitive topics, such as criminal behaviour or health issues.
Researchers make use of IT databases, specialist software and spreadsheets to gather and analyse data.
Hours and environment
Researchers usually work normal office hours, although exact working hours depend on the employer and the type of research. Many executives, particularly those in qualitative research, may be expected to carry out work at evenings or weekends, when it is easier to contact respondents.
The work is based in offices. A driving licence can be useful as there may be a lot of travel, to meet clients and interviewers and to visit research sites.Depending on the sector, travel may involve overnight stays away from home. Some researchers travel abroad.
Salary and other benefits
These figures are only a guide, as actual rates of pay may vary, depending on the employer and where people
Starting salaries tend to be beteen €20,000 and €25,000 a year.A senior market research executive with a few years experience may earn €28,000 to €35,000.
Senior research executives with several years experience may earn between €45,000 and €50,000 or more, with some specialists able to command higher salaries
Many market research posts also have performance-related bonuses and other benefits, which can increase earnings considerably.
Skills and personal qualities
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
- comfortable working to deadlines
- able to work well within a team
- tactfu
- alert to the need for confidentiality.
Getting in:
Market research is a large field, with the Irish industry worth over €100 million per year.
Some market research executives are employed by market research agencies. There are many agencies, ranging from large international companies to small consultancies. Most of them are located in Dublin, Belafast and Cork.
There are no set entry requirements, but most entrants are expected to a degree. This may be in any subject. A course that demonstrates strong communication or analytical skills, such as languages, English literature, maths, psychology, history, politics, geography, science or IT, may increase employment prospects. For qualitative researchers the most common subjects are psychology, sociology, anthropology, social sciences and political sciences.
Some entrants have a relevant postgraduate qualification, often in marketing. Entry to postgraduate courses is usually with an honours degree.
As competition for entry is so strong, some work experience in areas such as research, statistical data analysis or interview techniques can be useful. This may be voluntary or paid work or through placements or work shadowing.<
Training
Training is usually on the job, with some larger agencies offering structured in-house training programmes. Executives learn skills such as questionnaire design, interviewing techniques, analysis and interpretation of data, time management and project management.
Entrants usually work towards qualifications, such as those offered by MRS. They can be studied part time, by distance learning or in-house with some employers. MRS qualifications include:
Advanced Certificate in Market and Social Research Practice which provides a practical grounding in the principles and techniques that underpin research.
Diploma in Market and Social Research Practice which enables candidates to develop high-level research skills and is designed for those preparing to move into a more senior research role.
Useful links:
Association of Irish Market Research Organisations http://www.aimro.ie/
The Marketing Institute of Ireland http://mii.ie/
The Chartered Institute of Marketing https://www.cim.co.uk/