Market research executives collect and analyse information to help clients in industry, business and government find out people’s likes, dislikes and opinions. Most tend to specialise in one area such as consumer, industrial or social and political research.

There are two types of research:

• quantitative: is based on numbers and involves analysing the results of surveys and electronic data collection from large numbers of people
• qualitative: more detailed questioning on people’s attitudes and opinions, using focus groups and in-depth questionnaires.

Executives decide on the best method to use for each particular project. Market research executives often specialise in either qualitative or quantitative research.

Depending on the type of research they are working in, their work can involve:

• meeting the client to discuss the research project
• coming up with a plan or proposal and presenting it to the client
• managing a budget
• designing questionnaires and organising surveys
• briefing the interviewers and researchers who will be carrying the survey
• monitoring the progress of the survey
• analysing data
• presenting the results back to the client
• advising the client about how they can best use the research.

Most jobs involve a lot of computer use, for research, analysing statistics and producing reports.

Hours and Environment

Market research executives usually work basic hours of Monday to Friday, 9am to 5pm, but they may often need to work longer hours to meet deadlines for projects and campaigns.

The work is mainly office-based but executives may travel to visit clients. A driving licence is useful.

Skills and Interests

To be a market research executive you should:

• have excellent mathematical and computer skills
• be able to analyse and interpret statistical data and information
• have good spoken communication, listening and ‘people’ skills
• have good written communication skills, for report writing and designing questionnaires
• be able to solve problems in a creative way
• pay attention to detail
• work well under pressure
• be well-organised and able to manage your workload to meet deadlines
• be interested in psychology and behaviour (for qualitative research)
• be business-aware.

Entry

There are no specific entry qualifications, but market research is a competitive industry to enter and most people have a degree or higher national diploma (HND).

Your degree or HND can be in any subject, but courses that include studying and using statistics may increase your chances, such as:

• statistics, maths, economics or business and management – for quantitative research
• psychology, sociology, anthropology or social sciences – for qualitative research.

Degrees in sciences or engineering may be useful for some specialist industrial market research jobs. Languages are an advantage for international work.

Contact colleges or universities for advice about entry requirements for degrees and HNDs.

You will find it useful to have work experience in marketing, sales or advertising, or as a market research interviewer.

You may be able to start as a research assistant in a market research agency, and be promoted to an executive post after gaining experience.

Training

You will be trained on the job by your employer, possibly through a structured graduate training scheme.

You can also work towards qualifications from the Market Research Society (MRS):

• Advanced Certificate in Market and Social Research Practice – for researchers at the beginning of their careers
• Diploma in Market and Social Research Practice (replaces the former Diploma of the Market Research Society from 2007) – for experienced researchers.

You can study for the Advanced Certificate full- or part-time at certain universities or training centres, or by distance learning. The Diploma is available part-time or by distance learning.

You may be able to take part in the MRS Professional Development Scheme (PDS), where the MRS has accredited certain employers’ in-house training programmes. If your employer is part of the scheme, you will achieve the Advanced Certificate, the Diploma and full membership of the MRS by the end of the three-year programme.

See the MRS website for more information about the qualifications and the PDS.

If you work in qualitative research, you may also find it useful to take the Association for Qualitative Research (AQR) foundation course. This is a five-day introductory course for researchers with little or no experience in qualitative research.

You may also choose to take a postgraduate course in marketing, statistics, or social research. The MRS accredits a number of Master’s degrees - see website for details.

Opportunities

Market research executives can work in:

• market research agencies and consultancies
• industrial or commercial companies
• advertising agencies
• government or social research bodies.

Jobs are advertised in the press, on graduate recruitment websites and in the MRS magazine 'Research'. Competition for jobs can be fierce.

There are good promotion prospects for people with ability and ambition. It is also possible to move into advertising and marketing. Freelance work is common and some self-employed executives set up their own agencies.

Annual Income

Figures are intended as a guideline only.

New entrants usually start around £18,000 to £23,000 a year.
Executives with three to five years' experience usually earn £24,000 to £32,000 a year.
Senior executives can earn up to £50,000 a year.

Further information

Davey House
31 St Neots Road
Eaton Ford
St Neots
Cambridgeshire
PE19 7BA
Tel: 01480 407227 15 Northburgh Street
London
EC1V 0JR
Tel: 020 7490 4911