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Useful experience for market research analysts includes:

• advertising
• marketing
• research
• analytics.

Market research analysts may do some or all of the following:

• discuss research topics, methods and objectives with clients
• do background research on the topic
• design, organise, and manage surveys
• conduct interviews with groups or individuals to find out the public's opinion on a topic such as a company's products
• supervise survey staff
• analyse and evaluate data and information from a variety of sources
• write and present reports and recommendations to clients.

Chances of getting a job as a market research analyst average

Opportunities for market research analysts are average due to stable worker numbers and steady turnover.

Graduates typically enter the research industry through graduate roles with one of the large market research firms. It is useful for graduates to gain experience through work placements or internships while they are studying.

According to the Census, 519 market research analysts worked in New Zealand in 2018.

Technology changing the market research industry

While traditional market research methods, such as surveying and focus groups, are still used, changing technology has led to more data coming from other sources such as the internet. 

For example, a market research firm could analyse a database of information about how a business' online customers use their website. Using this analysis, and other research, they could then make recommendations to the business about how to market to their customers.

As a result, chances are best for market research analysts who specialise in data science and analytics. These skills are in demand.

Types of employers varied

Market research analysts may work for:

• research firms
• large private companies
• government departments.

Some market research analysts run their own businesses.

Research Association New Zealand

021 139 2739 - secretary@researchassociation.org.nz - www.researchassociation.org.nz

Market research analysts may progress to work in managerial or supervisory roles in market research agencies and other businesses – mainly larger corporations or government departments. Many also choose to work as contractors or start their own businesses.

Market research analysts may specialise in:

• qualitative research – for example, organising face-to-face focus groups or interviews to collect public and business opinion about products, services, advertising campaigns or organisations
• quantitative research – for example, analysing and interpreting surveys conducted through face-to-face interviewing, the telephone or the internet.

However, most employers expect market research analysts to be able to do both qualitative and quantitative research.

Market research analysts need to be:

• good at written and verbal communication
• good at listening
• able to translate complex information into simple language
• organised and accurate
• able to work in a team
• good at problem solving
• able to keep information private.