Market Researcher

Market researchers deal with the collection, analysis and scientific interpretation of market information. They are responsible for planning, coordinating and managing market research projects. They help companies improve their products and increase their sales potential.

Market researchers are concerned with the factors that affect marketing activities, which can vary widely. They collect, analyze and interpret data to determine the appeal of products or services. They study the effectiveness of companies' advertising and advise management on sales and distribution policies.

Market research helps identify what people do, think, buy or believe and why. It is used to test new products, assess customer preferences, assess the competition and monitor staff or customer satisfaction. Market researchers conduct surveys to determine the acceptability of new products, comparing them with existing items and those of competitors, and make suggestions about packaging and product names. They also carry out detailed studies of sales records to determine peak periods and trends, in order to help plan sales campaigns and set reasonable targets.

Market research executives are responsible for consulting with clients on project requirements and objectives, designing research methods such as interviews and questionnaires, conducting qualitative or quantitative research, agreeing timelines and budgets, supervising staff, monitoring work progress, writing reports, including client recommendations, analyzing, translating and presenting results and advising clients on how best to use them. The job offers high levels of responsibility and excellent opportunities for promotion to senior management positions.

Market researchers work closely with marketing managers, providing them with the information needed for the decision-making process. In some companies one person, usually called a marketing manager, performs the work of both marketing manager and market researcher.

Market researchers work indoors in private offices and in the offices of other employers, such as statisticians and advertising staff. They may be required to travel to various locations to conduct interviews or gather information. The skills required are: commercial awareness, excellent analytical skills, organizational ability, interpersonal skills, numerical skills and verbal communication skills.

Where does a market researcher work?

• Advertising agencies
• Companies that sell consumer goods
• Independent research organizations
• Manufacturing companies
• Stores
• Self-employment, with enough experience, you can start your own business in marketing, product sales, market research and consulting