Market researchers gather, analyze, and interpret data that is used for marketing purposes. Their work commonly involves compiling and analyzing both qualitative information and quantitative data. They collect input and feedback from customers or specific target audiences using tactics such as surveys, focus groups, interviews, and automated polling tools. They scrutinize data, summarize findings, and use this information to guide marketing strategy. They often work in collaboration with a cross-functional team that may include sales and communications.
Market researchers typically have a bachelor’s degree in marketing or a related business field, and commonly have a background in marketing, surveys, or market research. These roles require strong analytical skills, including extensive data analysis capabilities. Market researchers must be highly organized and detail oriented. Proficiency with survey and research tools and data analysis programs is helpful.
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