There are four different marketing research jobs: consultancy, working for a marketing services firm, teaching, and conducting focus groups. Marketing research jobs are typically data analysis or research positions, where the primary role is to provide supporting information before, during, and after the marketing campaign. In order to become a marketing researcher, you will need to complete a post-secondary education in marketing or training in research techniques.
A growing number of marketing researchers open their own private practice. Working as independent consultants, they provide their expertise to advertising firms, government agencies, and other companies. Some industries do not require a full-time marketing researcher on staff, but need this type of service on an interim basis. This flexibility also allows the firm to obtain an independent review of the effectiveness of their marketing efforts, whether provided by an internal department or an external firm.
There is a broad range of marketing research jobs available in a marketing services company. These companies specialize in researching, creating, executing and managing a marketing campaign, and are able to call upon a wide range of specialties as needed. This type of firm provides a valuable service for multi-discipline projects. Small to medium size companies often hire a marketing services firm, as it is more cost effective than staffing their own marketing department.
Marketing researchers can become instructors at local community or career colleges, teaching courses to marketing or business students. To become an instructor, many marketing researchers complete a certificate program in adult education. Learning the most effective way to teach adults can be a huge help when making this career transition.
Conducting focus groups comprises almost half of all marketing research jobs. The researcher must identify the target consumer base, physical area, and profile. A focus group of these clients is organized to ask about the effectiveness of the product, marketing, and information campaigns. This type of work requires a combination of interpersonal skills and data management work.
People who report the greatest satisfaction in marketing research jobs enjoy meeting a wide range of people, are naturally creative, and enjoy working as part of a team. Attention to detail, professionalism, and communication skills are very important in this career. Career advancement opportunities often require additional education, with a minimum of five years' working experience in a range of marketing research jobs. Certifications in management, statistics, or advertising are all helpful when looking to advance your career.