Market Researcher

Market researchers are concerned with the scientific accumulation, analysis and interpretation of marketing information. They are responsible for planning, coordinating and administering market research projects. They assist companies to improve their products and increase sales potential.

Market researchers are concerned with the factors affecting marketing activities, which may vary widely. They collect, analyse and interpret data to determine the appeal of products or services. They study the effectiveness of company advertising and advise management on sales and distribution policies.

Market research helps to identify what people do, think, buy or believe and why. It is used for new product testing, assessing customer preferences, evaluating competition and monitoring staff or customer satisfaction.  Market researchers conduct surveys to determine the acceptability of new products, comparing these with existing and competitive items, and make suggestions regarding packaging and product names. They also conduct detailed studies of sales records to determine peak periods and trends to help plan sales campaigns and set reasonable goals.

Market research executives are responsible for consulting clients about project requirements and objectives, designing research methods such as interviews and questionnaires, carrying out qualitative or quantitative research, agreeing timescales and budgets, supervising staff, monitoring work progress, writing reports, including client recommendations, analysing, translating and presenting results and advising clients on how they can best make use of results.

The work offers high levels of responsibility and excellent opportunities for promotion into senior managerial positions.

Market researchers work closely with marketing managers providing them with the information required for the decision-making process. At some companies one person, who is usually called the marketing manager, performs the work of both marketing manager and market researcher.

Market researchers work indoors in private offices and in the offices of other employers such as statisticians and advertising personnel. They may be required to travel to various locations for interviews or to gather information.

Skills required are commercial awareness, excellent analytical skills, organisational skills, interpersonal skills, numerical skills and verbal communication skills.



  • advertising agencies

  • firms marketing consumer goods

  • independent research organisations

  • manufacturing companies

  • stores

  • self-employment, with enough experience, can start own business in marketing, selling products, marketing research and consulting

Getting Started

  • try to obtain vacation / part-time work with a market research company, as an interviewer, for example

  • make an appointment to speak to a market researcher about this type of career


AAA School of Advertising, Abm University College, Adventist University of Central Africa, Africa Renewal University, All Saints University Lango, Alliance International University, Bindura University of Science Education, Bishop Stuart Universities, Boland TVET College, Boston City Campus & Business College, Botswana College of Distance and Open Learning, Cape Peninsula University of Technology, Capricorn TVET College, Catholic Institute of Kabgayi, Central Johannesburg TVET College, Central University of Technology, Centre for Training and Projects Development (CTPD), Centurion Academy, Chinhoyi University of Technology, Coastal KZN TVET College, College of Cape Town , Damelin, Durban University of Technology , Durbanville College, Eastcape Midlands TVET College, Ed-U City Campus, Ekurhuleni East TVET College, Ekurhuleni West TVET College, Flavius Mareka TVET College, Gaborone Academy of Education, Gaborone University College of Law and Professional Studies, Gert Sibande TVET College, Gideon Roberts University, Goldfields TVET College, Great Lakes Regional University, Helderberg College NPC, ICESA City Campus, IMM Graduate School of Marketing, Imperial School Of Business and Science, Ingwe TVET College, Institute of Development Management, Institute of Information Technology (IIT), International University of Management, Kampala Institute of Vocational Training and Business Studies, KCA University, Kenneth Kaunda Metropolitan University, Kenya Highlands Evangelical University, Kenyatta University, Kibabii University, Kibogora Polytechnic, Kigali Independent University, King Hintsa TVET College, King Sabata TVET College, Kyambogo University, Labour College of East Africa, Letaba TVET College, Limkokwing University of Creative Technology, Livingston International University of Tourism, Lyceum College, Majuba TVET College, Maluti TVET College, Management College of Southern Africa (MANCOSA), Management University of Africa, Mangosuthu University of Technology, Mega Size College, Meritorious Biz Tech College, Middlesex University Mauritius, Moi University, Mopani South East TVET College, Motheo TVET College, Mount Kenya University, Mzumbe University, Namibia University of Science and Technology, National University of Lesotho, National University of Science & Technology, Nelson Mandela Metropolitan University, Northern Cape Urban TVET College, Northlink College, North-West University, Open University of Tanzania, Pearson Institute of Higher Education, Port Elizabeth TVET College, Red and Yellow School of Logic and Magic, Regent Business School, Rongo University College, Rosebank College, Scott Christian University, Sedibeng TVET College, Sekhukhune TVET College, Sol Plaatjies University, Solusi University, South Cape TVET College, South Eastern Kenya University, South West Gauteng TVET College, St Paul's University, St. Augustine University of Tanzania, Tangaza University College, The Copperbelt University, Thekwini TVET College, Triumphant College, Tshwane North TVET College, Tshwane South TVET College, Tshwane University of Technology, Uganda Catholic Management and Training Institute, Umgungundlovu TVET College, Umma University, Université des Mascareignes, University for Development Studies, University of Botswana, University of Cape Town, University of Dar Es Salaam, University of Johannesburg, University of Kigali, University of Lusaka, University of Pretoria, University of Rwanda, University of Stellenbosch, University of the Free State, University of the Witwatersrand, University of Tourism, Technology and Business Studies, Vaal University of Technology, Valley View University, Varsity College, Vega School of Brand Communications, Vuselela TVET College, Walter Sisulu University, Waterberg TVET College, Western TVET College

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