Market research interviewers gather information about people’s likes, dislikes and opinions for market research agencies and social research organisations. They use pre-prepared surveys and questionnaires to interview people, either one-to-one in person or over the telephone, or in group discussions.

The research they do could have been commissioned by businesses, local or central government, opinion polls or public bodies such as charities. The commissioning organisation briefs the research agency about what they want to find out from their target audience, and prepares surveys and questionnaires for the interviewers to use.

Market research interviewers:

• are briefed about the aims of the research, who they should interview and what questions to ask
• choose interviewees and either approach them in the street, call on them at home or phone them
• explain to people about the research and how it will be used
• ask a set script of questions about attitudes to a particular product or issue
• record people’s answers on forms, on computer or on video
• collate the results and pass them back to the market research organisation.

There are two types of research:

• quantitative: is based on numbers, to find out how many people do, buy, or have an opinion on certain things
• qualitative: more in-depth questioning on people’s attitudes and opinions.

Qualitative research is usually done by specialist researchers, but market research interviewers may be asked to recruit volunteers for more in-depth research.

Hours and Environment

Market research interviewers usually work on short-term contracts for each research project. The hours can be irregular and may include evening and weekend work. Part-time work is common.

Interviews often take place outdoors in shopping centres, shops or door-to-door at people’s homes. Interviewers may have to spend long hours on their feet and working in all kinds of weather. Telephone interviewers can work from an office base or from home.

Skills and Interests

To be a market research interviewer you should:

• be friendly and polite, and enjoy meeting a wide range of people
• have good communication and ‘people skills’
• have excellent listening skills
• be able to persuade people to take part in surveys
• be methodical and pay attention to detail
• have clear handwriting
• be reliable and able to work on your own
• be patient and determined, to be able to meet a quota and cope with some people refusing to take part
• have basic maths and computer skills.

Entry

You do not need any academic qualifications to become a market research interviewer. Employers will be more interested in your personality, enthusiasm and communication skills.

You will find it useful to have experience of dealing with the public.

Employers may need you to have a driving licence and your own transport.

Training

You will be trained on the job by your employer, usually starting with a two or three-day intensive course on interview techniques and the principles of market research interviewing.

You will normally be observed and assessed on the standard of your interviews on a regular basis.

You may be able to take a recognised qualification from the Market Research Society (MRS), such as:

• Level 2 Certificate in Market and Social Research 
• Accredited Interviewer Training Scheme (AITS) and the Certificate in Interviewing Skills for Market and Social Research, which your employer will provide in-house.

See the MRS website for more details (see the Further Information section for contact details).

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.

Opportunities

Most interviewers are employed on a part-time basis by market research agencies. Other employers include government departments, research institutes and opinion pollsters. Most work is short-term contracts and long-term full-time work is unusual. Some interviewers work for several agencies to increase their chances of regular work.

Promotion to supervisor or area fieldwork manager may be possible in some larger agencies. Some experienced interviewers could progress to become research assistants in market research agencies or social research organisations (see the Market Research Executive profile for more information).

Annual Income

Figures are intended as a guideline only.

Full-time interviewers usually earn the equivalent of £10,000 to £15,000 a year.
Supervisors or research assistants can earn £18,000 to £22,000 a year.
Agency staff are normally paid a daily rate, often around £50 per day plus expenses for a 6-hour day.

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