The jobs in market research involve analyzing what drives consumers to buy everything from imported cars to breakfast cereals. Market researchers combine their understanding of consumer behaviors and quantitative data to predict how marketers can better promote products. Market researchers use a variety of tools, such as online surveys, statistical analysis and mystery shopping, to help achieve success for a product.
Customer Advocate
Consumer advocates, which are one of the more common jobs in market research, engage clients to support marketing strategy teams. They develop and lead market research initiatives that prioritize the development of growth ideas. They use their superior communication skills and marketing flair to craft stories that connect with clients. Customer advocates often work in corporations as marketing coaches who establish best practices that raise the capabilities of employees regarding structured client feedback. They use content developed by product managers to create client centered stories that will be used during interviews and focus groups. They facilitate surveys, interviews and focus groups to exchange ideas and test concepts.
Consumer Insight Analyst
Jobs in market research include consumer insight analysts who develop strategies and recommendations that will be used in future product developments, experiential marketing and messaging improvements. These professionals become consumer experts by collecting, analyzing and reporting data critical to business decision making. They regularly review and evaluate data from syndicated and subscription sources to generate consumer dynamics reports related market opportunities. Consumer insight analysts conduct qualitative primary research by moderating online discussions to gain awareness of product concept appeals and usage occasions. They maintain databases that track and correlate business intelligence findings.
Online Market Research Analyst
Online market research analysts are responsible for analyzing big data sources to help clients better understand their online business model and structure. These marketing professionals combine disparate data to create compelling storylines for clients. They support the PR department by delivering insightful data snippets that can be translated to eye catching content for blog posts, press release and social media. They prepare data examples by extrapolating data quality and market relevance for client meetings. This is one of the more challenging jobs in market research because they must continually mine data to uncover insights and identify market trends.
Business Development Manager
Business development managers are senior market research analysts who conduct competitive analysis to gather, organize and present data to support product innovation and sales development projects. They provide the necessary insights for strategic planning for future business growth. This is one of the more unique jobs in market research because they primarily collect data and generate reports that only analyze competitors and their end user expectations. Thus, they perform extensive market research on current competitors in order to identify risks and opportunities.
Strategy Research Manager
Strategy research managers work within the marketing services team to deliver primary research and provide consumer insights that attract name brand clients. Thus, they are tasked with growing existing business and guiding teams to develop enhanced products. Strategy research managers must have the ability to understand sales strategies and draw meaningful conclusions from data, and then convey the business implications through professional presentations. They combine consumer-based data with industry understanding to influence idea development and decision-making processes.
Jobs in market research are increasingly global and competitive, so job candidates will need at least a bachelor’s degree and industry insight to secure a job interview.
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