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 basis for the design and supply of products and services that affect you in everyday life. It’s used for many areas of day-to-day life – 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 a bit of cash on the side while getting some exercise and interacting with people in your community. It’s a job that can fit around your existing lifestyle with children, partner or a first job.

• What’s involved?
• Step 1: Check your qualities
• Step 2: Entry requirements
• Step 3: Where to look
• Step 4: On the job
• Step 5: Further training

What’s involved?

There are several different types of roles that market researchers perform. You can work by door knocking, surveying in the street or over the phone.  Eventually, you could 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 based on the knowledge acquired.

There are two types of research that you’ll be carrying out. These are known as quantitative and qualitative.

• 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.

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 for collating 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 for market research jobs but younger people with a decent school record or degree, and maybe some relevant work experience tend to stand out. 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 and are well worth approaching about vacancies.  Their offices are based in Cardiff.
• NatCen is the largest independent social research institute in Britain. NatCen has a national panel of over 1,000, 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.  Check out their vacancies.
• Criteria is a qualitative market research agency based in North London. Check the website for vacancies.
• Nielsen is one of the world’s biggest marketing information providers. 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 Buyer’s Guide is MRS’s database of market research agencies.  See their vacancies page for opportunities.
• 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.

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’re 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
• MRS Diploma in Market and Research Practice.

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 £10 per interview, but those living in London and the South East should expect to earn slightly more.

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 £18,000–24,000 a year. Senior market research executives (more than eight years’ experience) can earn between £45,000 and £80,000 a year.

Useful links:

• Research and Marketing Plus
• NatCen
• Criteria
• Nielsen
• IMS Health
• Fieldshare
• Ipsos MORI
• Research Buyer’s Guide
• The Association for Qualitative Research (AQR)
• Royal Statistical Society (RSS)