Market research analyst

Market research analysts explain the results of surveys such as questionnaires and opinion polls. They process, analyse and present information in statistical and report form. They also make recommendations, based on their findings, to colleagues or clients.

Work activities

Market research analysts examine and explain data to help companies and organisations judge people’s opinions about particular products, services or issues. They also advise on the type of collection method and questionnaire design. The data is collected by market research interviewers and then coded and entered on to computers by data entry staff. The analyst then interprets this data and presents it in a form that can be readily understood by the customer. Their reports could include tables, graphs and charts. Analysts often use special statistical computer software packages to help them handle, and make sense of, large amounts of information. The research analyst must give reasons for the final recommendations. The conclusions reached by the analyst are used to help make decisions on issues like product design and advertising policy.

In consumer market research, the analyst often researches the preferences of a specific sample of customers. Sample customers could be selected according to factors like age and income, where they shop or what products they buy. A common technique for collecting information is by using a specially designed questionnaire.

Answers can be obtained in a number of ways:

• Face-to-face interviews.
• Telephone interviews.
• Continuous surveys of the same sample of customers over a set time.
• Postal or online self-completion questionnaires.

In some cases, this quantitative data is supplemented by qualitative research into customer attitudes. These can be obtained by techniques such as unstructured in-depth interviewing or group discussions (focus groups). This type of information is more difficult to express in numbers, but the research analyst can assess it logically using a set number of factors. In industrial market research, there are often fewer companies to be surveyed, so there is less emphasis on questionnaires and more use of personal contacts. Desk research is more important here. The analyst collates and studies published information such as company sales figures, statistics in trade journals and government publications. More emphasis is placed on future market trends; the research analyst uses forecasting techniques to predict several years ahead.

Another type of market research is social research; this includes the analysis of opinion polls; they cover a range of subjects, from views on political/economic issues and likely voting behaviour, to level of support for the royal family. 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 analyst, you will need to be:

• Logical and methodical.
• Good at solving problems.
• Able to analyse and interpret large amounts of data.
• Accurate and able to pay attention to detail.
• Adaptable.
• Confident.
• Able to liaise with others.

You should have:

• Excellent research and forecasting skills.
• A good knowledge of statistical methods.
• IT skills, including knowledge of spreadsheets.
• Good communication skills, both written and verbal.
• Teamwork skills.

Pay and opportunities 

The pay rates given below are approximate. Market research analysts earn in the range of £22,000 a year, rising to as much as £60,000 for higher earners.

Market research analysts usually work a 37-39-hour week, Monday to Friday.

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 analysts 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 analysts with some experience are advertised on the Market Research Society (MRS) jobs website.

Entry routes and training

Most entrants are graduates with good numerical and analytical skills. Relevant degree subjects include social sciences, business studies, economics, marketing, psychology, statistics and mathematics. Other numerate degrees might be accepted. The Market Research Society (MRS) accredits some undergraduate and postgraduate courses in market and social research. For posts in industrial research, a science or engineering degree might be useful.

A number of apprenticeship programmes offer a good pathway into this career:

• Data analyst (level 4 / higher)
• Market research executive (level 4 / higher)
• Social researcher (level 6 / degree)

Training Initial training is usually provided on-the-job by experienced analysts. Some companies expect trainees to work towards professional qualifications.

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

Market research analysts can progress into senior analyst and market research management posts.

Qualifications

For entry to a degree course in a numerate or analytical subject, the usual minimum requirement is:

• Two to three A-levels.
• GCSEs at grades 9-4 in two to three other subjects.
• English and maths GCSEs at grades 9-4.

For a degree in mathematics, statistics and some other numerate degrees, you will need A-level maths. For many maths and statistics degrees, you will need a grade A or A*.

Alternatives to A-levels include:

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

If you wish to enter this career through a higher or degree apprenticeship, you will need at least two relevant A-levels plus 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, for example, in marketing, advertising, statistics or economics. Experience in market research might be, for example, as an assistant or interviewer. Other entrants might have experience of social/economic research work or handling statistical data.

If you don’t have the qualifications needed to enter your chosen degree 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.

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

Related careers

• Market research executive
• Market research interviewer
• Retail merchandiser
• Social researcher
• Statistician