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Market Research: Earn by Asking Questions

Why don't you try asking the questions?

Real lives: Barry Grossman

Barry Grossman works as an interviewer for Ipsos MORI. He specialises in market research for radio and TV, which takes up a few days a month and allows for a nice bit of cash on the side.

On Friday night and Saturday, he's out and about for Radio 1 giving people radio diaries to find out about their listening interests. The listeners spend the week filling out the diaries before he picks them up and posts them back to the office.

Barry goes out a few times a month for TV 'establishment surveys', which give a picture of TV viewing habits in different areas. This might include questions about how many TVs people have, what channels they watch, etc. He records all the answers on a laptop, and then sends them straight through to the office.

Barry says the job can be quite interesting, though it's not uncommon to come across people who slam their door in your face. 'You only deal with them for one second and they're gone,' he said. 'But the nice people can be great to talk to.'

Make money by asking people questions
Earn around £9 an interview
Find out how to do it here

Market research is a great job once you get into the swing of things. It basically involves talking to strangers and getting their opinions about products and services on behalf of companies wanting that information to improve what they offer. The answers you get from people can form the bases for the design and supply of products and services that affect you in everyday life. It’s used for many areas of everyday life – from what you buy in the shops and supermarkets, the running of utilities and workplace relations and the policies of the latest government.

Not only is that pretty cool, but by being a market research interviewer you can also earn and bit of cash on the side while getting some exercise and interacting with people in your community. It’s also a good job that can fit around your existing lifestyle with children, hubby or a first job. Make it happen here.

What’s involved

There are several different types of roles that market researchers perform. You can work by door knocking or surveying in the street or over the phone or you can work your way up to designing the questionnaires that interviewers use, analysing the data and reporting back on it so your client can make important decisions on the knowledge acquired.

There are two types of research that you will be collecting. These are known as qualitative and quantitative.

Quantitative research is based on the quantities or numerical statistics collected by surveys and questionnaires to find out how many people do, buy or think in a certain way.
Qualitative research is based on more in-depth questions. It is all about finding out why people do, buy or think a certain way, by researching their attitudes and opinions.

How do I do it?

Step 1: Check your qualities.

This is a job that involves interacting with strangers, and being interested in what everyone has to say; so listening skills and people skills are essential. Basic computer knowledge is good to collate your data, and in some instances you may have to analyse the statistics. But most of all, it’s important to enjoy what you do and have fun getting out in the world and listening to what everyday people have to say.

Step 2: Entry requirements.

There is no standard entry requirement but younger people have a decent school record or degree, and maybe some relevant work experience. There is no upper age limit to be a market researcher, and it can be a good job for mums.

Step 3: Where to look.

The Market Research Society (MRS) is the professional association for the sector, and they also publish the industry magazine Research, which has job vacancies.

You can also look at graduate recruitment websites, and weekly magazines like Marketing and Marketing Week. The IMRI is a comprehensive directory of Market Research Agencies, Publishers and Associations in over 100 countries.

Research and Marketing Plus: provides research services throughout Wales and South West England. They have vacancies for telephone interviewers in their Cardiff offices – full or part-time work, no experience necessary as full training is given – and field interviewers particularly within South Wales – flexible work on-street and in-home.
Research247.com: exists solely for the market research industry to ensure that employers and researchers can access and advertise a wide selection of local and international vacancies.
National Centre for Social Research: is the largest independent social research institute in Britain. NatCen have a national panel of over 1000, and all receive paid training and reimbursement of transport costs. You can get around £15 for a 35 minute interview, and around £5.50 for every hour spent travelling.
Criteria: is a qualitative market research agency based in North London. Check the website for vacancies.
ACNielson: is one of the biggest marketing information providers around the world. Check out their job vacancies in the UK.
IMS Health: is the global information provider for pharmaceutical intelligence, with job opportunities across Europe.
Fieldshare: is an online database for market research fieldworkers in the UK and Ireland.
Ipsos MORI: is a global research company. Check out their vacancies here.
Research Buyers Guide: is MRS's database of market research agencies.
The Association for Qualitative Research (AQR): is a UK based research organisation that lists training, events, a library and job vacancies.
Royal Statistical Society (RSS): is an international membership organisation with a good careers page.
You can also check out the Market Research Practice Guide Basics, only £11.54 from Amazon.

Step 4: On the job.

Most interviewers are employed on a part-time basis by market research agencies. Other employers include government departments, research institutes and opinion pollsters. Once you get through the interviewing process, you will receive a few days training and on your first outing into the big wide world you’ll be accompanied by an expert to make sure you’re ok.

Some interviewers are simply given a few roads to try with a quota of interviews to do, while others are given pre-selected addresses to contact, often with a specific person to speak to. In most cases work is door-to-door in the evenings and at weekends or whenever you can fit it in.

You need to be polite and approachable, and make people want to listen to what you are asking. You have to explain what the research is about and what it will be used for, as well as recording the answers on the spot. Once the results are collated they are passed back to the organisation you are working for.

Step 5: Further training.

Workshops and courses are often run, especially by the MRS, to improve and update skills, and there are many networking events to help develop careers.

The MRS also offers recognised qualifications such as:

MRS/City and Guilds Level 2 Certificate in Market and Social Research;
Advanced Certificate in Market and Social Research Practice; and the
MRS Diploma in Market and Research Practice.

How much can you make?

Researchers are paid per completed interview, but your pay will be topped up in the first few weeks as you learn the ropes. A national average is around £8.75 per interview, but those living in London and the South East should expect to earn £9.25 each.

Pre-selected interviews are often paid more as they're harder to carry out.

Some companies will also reimburse fares and mileage. At the most, you could earn a couple of hundred pounds a week. There are also bonuses available for those who meet their quotas.

If you want to be a full-time market researcher (35-40 hours a week) a typical starting salary would be around £18,000 to £24,000 a year. Senior research executives (more than eight years' experience) can earn between £45,000 and £80,000 a year.