Tuesday, 23rd April 2019


Market researchers conduct research for businesses and organisations in order to better understand market trends and consumer behaviour. They will be employed either by companies with in-house marketing and market research departments, or by organisations that specialise in market research and are commissioned to work temporarily for businesses.

Market research is extremely important to businesses as it helps identify exactly what the consumer wants and expects from a product or service. It essentially brings the consumer closer to the brand.

Marketing companies employ market researchers, either freelance or in-house, to conduct research for clients. Researchers collect all relevant data through a number of techniques; surveys, questionnaires, focus groups, interviews, studies and observation.

Broadly speaking, research can be divided into two areas:

  • Qualitative research evaluates aspects like consumer behaviour and attitudes which cannot be measured numerically or by using statistics
  • Quantitative research focuses more on statistics and the analysis of figures. Market researchers will usually specialise in one of these two areas.

Researchers will initially identify the objective of the research through meetings with either a client or an account handler. They will then plan the best methods to conduct the research in the most cost-effective way to the client. After data has been collected, the market researchers will analyse and break down their results and write reports which will be presented to the client, highlighting important findings, drawing conclusions and advising on how best to proceed.

Much of the work will involve using data processing to store and analyse results on spread sheets, graphs and charts.