Market research interviewer

Market research interviewers collect facts and opinions by interviewing the public or members of an organisation. They usually follow a set format, recording the answers on a questionnaire. Interviewing might take place face to face in the street or in people’s homes, or by telephone.

Work activities

Market research is carried out for different reasons. Manufacturers and advertisers who are selling goods and services aim to find out what people need, want, like and dislike. They can then produce the right goods to increase their sales. The use of opinion polls is a type of social research that covers 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/social research to find out what people think about subjects such as environmental policies or planning proposals.

Market research interviewers usually collect information using questionnaires (often on laptop or hand-held computers). They ask, for example:

Which brand names or advertising slogans people recognise.
Which products they use.
How much they like or dislike something.
Where they usually shop.
How much they would be prepared to pay for a certain item.
Whether they would try new types of goods.

Market research interviewers usually have to interview a target number of people. This could either be a random sample or a selected group, for example, people of a certain age, parents of young children or people in certain businesses. Market research interviewers have to follow a carefully controlled procedure during each interview. They must take care to avoid doing or saying anything that could influence how the person replies to the questions. Sometimes, interviewers need to record exactly what the person says, word for word. For other questions or surveys, they need to enter people’s responses as codes. They sometimes work in shopping centres, or other public places, and approach people they think are in the group they need. Street and telephone interviews tend to be fairly short. Some interviewers call door to door and ask people if they can interview them in their home.

Some interviewers work in call centres or from home; they conduct interviews entirely by phone, recording people’s answers on a computer-assisted telephone interview system. Interviewers sometimes work in a team to conduct hall tests. These involve finding people who meet the conditions of the test (for example, they all buy a particular brand of soft drink) and asking them to spend a short time sampling a new product or looking at packaging. This usually takes place in a hired room in a town centre. For some types of research, interviewers visit people at home or hold group interviews (known as focus groups) which they have arranged specially. This could be for more in-depth interviews or for the Introduction of new products for consumers to try out. Some interviewers work outdoors and in all types of weather.

Personal qualities and skills

As a market research interviewer, you will need to:

Enjoy talking to people.
Be able to ask questions objectively.
Pay attention to detail.
Be well organised and self-motivated, to be able to work without supervision.
Record answers accurately and write down comments briefly and clearly.
Be persistent and persuasive.
Work under pressure to meet deadlines.

You should have:

Excellent verbal and written communication skills.
Interpersonal skills. A polite and friendly personality.
Listening skills.
A clear voice. Self-confidence.
A good telephone manner.
Some IT skills for electronic data capture.

Depending on the post, you might need the stamina to spend a long time out and about. In some posts, you will need a full driving licence and the use of a home telephone.

Pay and opportunities

The pay rates given below are approximate. Salaried market research interviewers earn in the range of £17,000, rising to £24,000 or more with experience.

Many interviewers work on a part-time basis. Interviewers can sometimes decide which hours they work, but this depends on the assignment. During weekdays, the working day usually lasts around six hours. Telephone interview work is normally done in the evening and at weekends.

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. Other opportunities for market research interviewers occur with social research organisations, such as:

The Office for National Statistics (ONS), which employs hundreds of field interviewers who work from home.
The National Centre for Social Research (NatCen), which employs telephone interviewers at a national call centre as well as a large national force of home-based field interviewers employed on a freelance basis.

A small number of opportunities occur with independent research institutions. Most agencies are based around London but they employ field interviewers in towns, cities and rural areas throughout the UK. Many employment opportunities for field interviewers are irregular; they tend to be called on to do specific jobs, often at short notice.

Self-employment opportunities occur for market research interviewers to work on a self-employed, freelance basis.

Where are vacancies advertised?

Vacancies are advertised in local/national newspapers, on large employers’ websites, and on the Government’s Find a Job service.

Entry routes and training

You can enter this career by applying directly for vacancies with market research companies and other organisations. A level 4 (higher) apprenticeship in the role of market research executive could be a great way into this career.

Training courses for interviewers include background information about market research, interviewing techniques and practical skills in completing questionnaires. Trainees also go out on supervised assignments before going out alone. Many interviewers continue to work under a supervisor who is responsible for an area or district.

Market research interviewers can progress to focus group organiser, field manager and area organiser posts.

Qualifications

If you wish to enter this career through a higher apprenticeship, you will need two relevant A-levels plus GCSEs in English and maths.

Entrants might have a fairly wide range of qualifications, including GCSEs or equivalent. Some people might enter after taking A levels or equivalent. Alternatives include an Edexcel (BTEC) level 2 First qualification or an Edexcel (BTEC) level 3 National qualification.

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 applicants have developed relevant skills by working in, for example, sales or marketing. Skills might include, for example, dealing with the public, customer service and, especially, interview work.

The Market Research Society offers an online learning course called Market Research - An Introduction.

Related careers

Market research analyst
Market research executive
Social researcher