Marketing research analysts gather together and analyze data from diverse sources to produce results, which are then presented back to a client. They may also be asked to make recommendations based on the findings. Market research analysts are hired by public and private sector organization, as well as by charities and not-for-profit organizations. Analysts can also work on a freelance or consultancy basis.
Employers of market research analysts
- Governments and local authorities
- Market research consultancies and marketing agencies
- meeting and liaising with clients to negotiate and agree research projects;
- preparing briefs and commissioning research;
- formulating a plan or proposal and presenting it to the client or senior management;
- writing and managing the distribution of surveys and questionnaires;
- briefing interviewers and researchers;
- liaising with and managing survey staff;
- moderating focus groups;
- undertaking ethnographic research (observing people in their homes and other environments);
- conducting qualitative or quantitative surveys, which may involve field, interview or focus group assessments;
- using statistical software to manage and organize information;
- monitoring the progress of research projects;
- analyzing and interpreting data to identify patterns and solutions, including surveys and focus group transcripts;
- writing detailed reports and presenting results;
- advising clients or senior management on how to best use research findings;
- managing budgets.
The majority of employers expect candidates to have a degree and look for skills in communication and analysis. If you want to get into quantitative research, the following subjects are useful:
- business or management;
For qualitative research it is helpful to have a degree in a subject such as:
- social sciences;
Degrees in marketing, English and languages are also useful but a variety of degrees are often accepted by employers.
- Ability to cope with fast-paced and pressured work
- Strong attention to detail and a strong analytical mind.
- Ability to notice patterns within statistics
- An interest in psychology and behaviour
- Good organizational skills
- Excellent (spoken and written) communication skills
- Confident presentation skills
- Commercial awareness
- A methodical approach to work
- Familiarity or training in statistics or a willingness to learn
- Have strong IT skills and have knowledge of or be keen to learn statistical software packages
- Be able to be flexible and work as part of a team.