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Market Researcher

Market researchers organise research surveys for clients then analyse and interpret the survey results, write reports, and make recommendations to their clients based on the research gathered.

Tasks & duties

Market researchers may do some or all of the following:

discuss the information required with clients
undertake background research into the topic
design surveys and questionnaires
organise and manage surveys
liaise with field workers and their supervisors
supervise survey staff
conduct interviews with groups or individuals to find out the public opinion of certain products
analyse and evaluate survey and interview results
write and present reports and recommendations to clients
write reports on how a client can use the information collected
write research proposals

Specialisations

Market researchers can specialise in either qualitative or quantitative research. Qualitative research involves organising face-to-face focus groups to collect public and business opinion about products, services, advertising campaigns or organisations.

Quantitative research involves analysing and interpreting surveys conducted through face-to-face interviewing, the mail, the telephone or the Internet.

While some people do both types of market research, typically these disciplines are split.

Skills & knowledge

Market researchers need to have:

knowledge of questionnaire design
knowledge of survey methods (for large-scale and small-scale market research)
knowledge of marketing techniques
research and statistical analysis skills
knowledge of interview methods and how these relate to the results needed
knowledge of human behaviour and thinking
good written and oral communication skills
good listening skills
good organisational and time management skills
computer skills

Entry requirements

To become a market researcher you need to complete a relevant tertiary qualification. Useful areas of study include psychology, marketing, statistics, the arts, business studies or sociology.

Secondary education

Year 12 Certificate of Education or Higher School Certificate equivalent in English and maths with statistics is preferred to enter further training.

Training on the job

Market researchers gain skills on the job in questionnaire design, interviewing techniques, analysis and interpretation of results, and project management. They may also attend workshops and courses to update their skills or learn new techniques.