Careers in Market Research
Marketing research can be a rewarding career if you are an inquisitive person, can synthesize information to formulate conclusions, and appreciate both the details and the big picture.
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Basic Distinctions
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Some researchers work for companies whose main business is a product or service, while others work for companies whose main business is the provision of marketing research services. This distinction is commonly referred to as "client side" versus "supplier side."
Client researchers are typically responsible for the research needs of their assigned brand or category. Supplier researcher responsibilities include client service, project management, questionnaire design and data analysis.
Data
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Survey researchers work with data from consumer interviews and surveys to optimize a business' marketing elements. Analytics researchers work with data such as sales, pricing and spending to manage their day-to-day operations.
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Scope
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Marketing research is utilized by all sectors of the economy. As such, there is tremendous breadth to marketing research, including: industry (from movie studios to food companies); segment (kids, Hispanics, seniors); and marketing element (packaging, advertising, websites, brand names).
Background and Skills
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Common backgrounds for marketing researchers include the social sciences, statistics, math or business. The most successful marketing researchers have the analytical skills to synthesize information into insight and actionable recommendations, and the people skills to "sell" those insights and recommendations.
Outlook
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According to the Bureau of Labor Statistics, marketing research jobs are estimated to grow faster than the average for all occupations, an estimated 20 percent between 2006 and 2016. Many companies choose to outsource marketing research, so the best opportunities for entry-level researchers would be on the supplier side.
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