A Market Researcher collects and studies information about customers, sales trends, products, and services to develop future marketing plans. They may also use the data gathered to write reports that are used to direct business plans.
When posting for a Market Researcher, many companies may use job titles such as Market Research Manager or Market Research Analyst (although some employers believe Researcher and Analyst are two distinct jobs).
What does a Market Researcher do, typically?
Collects information to influence marketing campaigns
A Market Researcher pulls information from surveys, research reports, trend data, and business assessments that will guide future changes in products, services, and marketing tactics.
Is Familiar with consumer opinion collection methods
These specialists applies quantitative and qualitative methodologies to design, administer, and interpret surveys, experiments, focus groups, polls, market research, sales data, etc.
Organizes research results for analysis
They also work with data analysts to translate consumer data into functional and accessible information that is used to align a product, service, marketing strategy, or sales tactic with consumer desires and trends.
Common misconceptions about the Market Researcher role
A Market Analyst/Research Analyst: A Market Researcher collects and studies information, and usually works on both the font and back end of the data, performing experiments and interpreting results. A Market Research Analyst usually focuses on the back end, compiling and analyzing the data. These two roles often overlap.
A Market Intelligence Analyst: A Market Researcher collects and studies information relevant to a specific marketing strategy. A Market Intelligence Analyst focuses on information critical to a company’s markets.
Important metrics for a Market Researcher
Market Researchers use statistical methods to execute and evaluate research. These methods include:
- multiple regression,
- discriminant analysis
- factor analysis
- cluster analysis
- multidimensional scaling
