Market research executive

Market research executives plan and co-ordinate projects to collect, analyse, interpret and present information. They might do this to explore the market for a new product or service, for example. Their work could involve organising surveys or opinion polls, analysing statistics or liaising with clients.

Work activities

Market research executives coordinate the collection, analysis, interpretation and presentation of information relating to people’s needs, wants or views. Typical research on behalf of a company that makes things to sell to the public might include:

• Current trends.
• The performance of major competitors.
• What people think of a possible new product.
• The effectiveness of current advertising.

Market research executives need to build good relationships with clients. First, they discuss the exact type of information required. Then they prepare a proposal outlining: the way the data will be collected (for example, face to face, by phone or online) the number and type of people who will be the subjects of the research the time it will take to complete the project an estimate of the costs. If the proposal is accepted, the research executive co-ordinates the project.

For example, in a survey, the research executive might have to:

• Select and train interviewers.
• Design questionnaires.
• Keep in touch with the client.
• Liaise with market research analysts about the statistical analysis of data.

For projects requiring qualitative research, the executive has to coordinate and organise things differently. They might, perhaps, get directly involved in the collection of data, using group discussions, in-depth interviews or observation. When the results of projects are collated, the market research executive usually writes reports. They might help a senior account manager to make the final presentation of major findings and recommendations to the client’s senior marketing managers. Research on behalf of a company in the industrial market is different from consumer research. Although some agencies specialise in industrial research, the highly technical nature of the products concerned makes it more likely that the company would employ its own research executives to undertake the work. There is greater emphasis on personal contact to assess customer reaction, with in-depth discussion of the current levels of quality and performance. Many of the findings cannot be expressed using statistical data as they are more a matter of personal judgement. Another type of market research is social research; this could be done through the use of opinion polls. They cover a range of subjects, from views on political or economic issues and likely voting behaviour, to level of support for the royal family, for example. Organisations such as central and local government sometimes use market research to find out what people think about subjects such as environmental policies or planning proposals.

Personal qualities and skills

As a market research executive, you will need to be able to:

• Research, plan and manage projects.
• Monitor budgets.
• Analyse and interpret market research information.
• Liaise well with others in the decision-making process.
• Prioritise tasks.
• Persuade and influence people.
• Work under pressure to meet deadlines.

You should have:

• Excellent organisational skills.
• Confidence and resilience.
• Good communication skills, both written and verbal.
• Self-motivation.
• Teamwork and interpersonal skills.
• IT skills.

Pay and opportunities 

The pay rates given below are approximate. Market research executives earn in the range of £17,000 a year, rising to about £24,000. Experienced market research executives can earn significantly more.

Market research executives usually work a 25-37-hour week, Monday to Friday, although some out-of-hours work might be necessary.

Employers are market research agencies that are, in turn, commissioned to do research by a wide variety of organisations, such as manufacturers, large retailers and political organisations. Some of these organisations have their own market research departments. There might also be opportunities in local and central government departments. Opportunities for market research executives occur in some towns and cities throughout the UK. However, most opportunities are found in London and the South East where there is a larger concentration of research agencies.

Where are vacancies advertised?

Vacancies are advertised in local/national newspapers, on job boards and employers’ websites, and on the Government’s Find a Job service. Vacancies for market research executives with some experience are advertised on the Market Research Society (MRS) jobs website.

Entry routes and training

New entrants to this career are usually graduates, particularly in social sciences, business studies, marketing or similar subjects. The Market Research Society (MRS) accredits some undergraduate and postgraduate courses in market and social research.

A level 4 (higher) apprenticeship in the role of market research executive could be a great way into this career.

Initial training is usually provided on-the-job by experienced market research executives. Large companies might offer graduate training schemes. Some companies expect trainees to work towards professional qualifications such as those offered by the MRS.

A range of colleges and universities offer courses and degrees in Market Research including at postgraduate level. You can check directly with an institution to ensure that the course content suits your interests and requirements.

Market research executives can progress to account manager, account director and more general market research/marketing management posts.

Qualifications

For entry to a degree course in any subject, the usual minimum requirement is:

• Two to three A-levels.
• GCSEs at grades 9-4 in 2/3 other subjects.

Alternatives to A levels include:

• Edexcel (BTEC) level 3 National qualifications.
• International Baccalaureate (IB) diploma.

If you wish to enter this career through a higher apprenticeship, you will need two relevant A-levels as well as GCSEs in English and maths.

Adult opportunities

Age limits: It is illegal for any organisation to set age limits for entry to employment, education or training, unless they can show there is a real need to have these limits.

Some entrants have developed relevant skills by working in, for example, marketing, advertising, statistics or economics. Skills in market research might have been gained, for example, as an assistant or interviewer. Other entrants might have skills gained in social/economic research work or handling statistical data.

The Market Research Society (MRS) offers relevant courses at certificate, advanced certificate and diploma level.

If you don’t have the qualifications needed to enter your chosen degree or HND course, a college or university Access course (for example, Access to Business) could be the way in. These courses are designed for people who have not followed the usual routes into higher education. No formal qualifications are usually needed, but you should check this with individual colleges.

There are degree and postgraduate courses in relevant subjects available by distance learning.

Funding for postgraduate courses in marketing/market research may be available through universities from UK Research and Innovation.

Related careers

• Advertising account executive
• Broadcasting researcher
• Direct marketing manager
• Information scientist
• Market research analyst
• Market research interviewer
• Marketing executive
• Marketing manager
• Social researcher
• Statistician