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Top market research analyst skills for 2024

Market research is a rapidly evolving space. Artificial intelligence is completely reshaping what’s possible, by who and the skills researchers need to bring the most value to their work and themselves. With the help of findings from the 2024 Qualtrics Research Trends report, here we look at the major trends in a changing landscape, and the skills that are most in demand.

The market research landscape in 2024

In a growth-obsessed business world, good market research is the key to responding fastest, creating a competitive advantage and converting potential into success.

And today, fueled by artificial intelligence (AI), the world of market research is evolving at an unprecedented rate.

It’s no surprise that, according to the latest Qualtrics Research Trends report , the value of good research is higher than it has ever been. It’s equally unsurprising that investment in market research is very much on the rise.

Every year, we ask thousands of researchers from across the globe about their experiences to understand how the market is shifting and create the annual Qualtrics Research Trends report. Here are the four main trends we discovered for 2024.

1. Succeeding in the AI revolution is paramount

As sophisticated AI has become an accessible, everyday tool for workers and businesses, its application to market research – generating rich insights from mountains of qualitative and quantitative data in the blink of an eye – has become abundantly clear.

AI has lept from a helpful tool to an integral component of market research, and it’s reshaping the research landscape.

We’re seeing it used to analyze multi-source (qualitative and quantitative) research to generate insights, transform raw findings into marketing strategies, and drive new efficiencies through AI-driven survey reviews that are preventing data-damaging question types or structures.

Our research found that 47% of researchers globally are already using AI in their day-to-day work, and 92% are confident that they understand how to apply AI to research activities. Despite the ‘AI will steal your job’ narrative persisting, most researchers (87%) feel overwhelmingly strong about their job security.

Market research is ripe for AI innovation; it’s an ideal starting point for companies to see what AI-fueled innovation looks like. The race is now focused on how to leverage AI tools to generate the best results.

2. Digital qual is taking over

Digital qualitative research has fast become a popular route for researchers searching for deeper, more nuanced feedback from more people in a cost-effective way. In fact, 87% of researchers say that most or an equal amount of their qualitative research is currently conducted remotely or online vs. in-person.

But how did we get here? There are two key trends that have driven this transition.

On one hand, conducting comprehensive research via traditional methods, like in-person focus groups and large-scale surveys, has become a pain point for market research analysts – it can be slow, labor-intensive and expensive. On the other is the COVID-19 pandemic, which forced researchers to adopt digital-first approaches out of necessity – and saw consumers accept digital interactions as standard enmasse.

As digital qualitative technology evolves at a rapid pace, market research teams are retooling and restructuring to embrace both in-person and online research methods as the demand to collect data in a contactless, remote way grows.

Our research shows that cost effectiveness is the primary benefit of digital qual, but there are many more: increased geographical diversity, faster time to insights, increased accessibility and better reach of target audience are the other key drivers.

3. Data quality is becoming even more important

Behind every good decision lies good quality data – this has always been clear, but as consumers and technology evolve, it has become increasingly difficult to capture.

AI’s impact on market research is immense but it’s not necessarily all positive: it’s no coincidence that rising issues with quality data have coincided with the rise of generative technology like ChatGPT. 43% of respondents in the 2024 Qualtrics Research Trends report say identifying and/or preventing AI-generated responses is a challenge when collecting data using online providers.

But there’s a flip side to this issue, and AI is of course at the center of it once again. While data quality is at risk from AI, it can also be maintained and improved by it. AI can be used to automatically flag issues, like respondents who completed surveys too quickly or open-ended questions that contain nonsensical answers, and intelligently comb through thousands of data points far more efficiently and effectively than a data analyst can.

However they get there, the organizations that prioritize a relentless pursuit of data excellence will be best prepared to make strategic, data-driven decisions.

4. The skills gap is widening

While we’re definitely seeing market researchers adopt AI and learn new AI-focused skills, the pace at which they’re developing these skills is lagging behind the speed at which the technology itself is evolving. According to our data, a third of researchers globally say they outsource projects because their teams don’t have the research skills to manage them internally.

Although AI appears to be widening the skills gap, yet again it can also be the solution to it. Skills development can’t come without the capacity to learn, and AI-powered automation can take on repetitive manual tasks better than ever before – freeing up valuable time for upskilling.

Free eBook: 2024 research trends report

5 market research skills organizations are prioritizing in 2024

The research industry is in a state of significant change. We’re seeing a rapid adoption of new technologies, which is in turn reshaping the skills required for success.

But while new skills are highly valuable, it’s important to not neglect the timeless skills that will be sought after in current and future market research analysts.

As we delve into the top five research skills organizations are prioritizing in 2024, we recommend that you complete a quick skills audit. Determining where your strengths and weaknesses are, what you know and what you don’t, will give you the clarity to understand how you can become a more well-rounded – and employable – researcher or market research analyst.

Starting this list with what is now arguably the most crucial skill today.

AI is being applied at all stages of the research lifecycle, from quality assurance checks on surveys to spot biases to data cleaning, analyzing video from in-person qualitative research to creating highlight reels and shareable results. So, while broadly having good “AI skills” is certainly the way forward now, in the very near future the onus will be on specializing in specific components of AI-driven research.

Our recommendation is that you infuse AI into everything you do and go from there. The exponential growth of data and advanced AI tools makes knowing and understanding them essential for staying competitive in a data-driven market.

Safe to say, nothing is more central to career growth in market research right now than knowing how best to apply AI.

Statistical analysis skills

From new skills to those that will always be in demand.

Statistical analysis skills comprise the likes of statistical modeling, data collection strategies, data visualization and presentation, reconfiguration, Excel, R, SAS, Python – the list goes on. A timeless necessity, solid statistical techniques create the ability to interpret and manipulate data, and identify patterns and trends. In the Big Data era, the ability to distill meaningful information from vast datasets is more critical than ever for effective decision-making.

As researchers and organizations double-down on technologies, honing your statistical data analysis skills as a foundational competency can truly set you apart.

Digital qualitative skills

As digital qualitative research takes center stage, the broad collection of skills required to maximize it have become highly sought after.

Digital qualitative skills encompass designing, conducting and analyzing data from online interviews, focus groups and various other digital qual methods. It’s an umbrella term that also includes prospecting, designing research programs, crafting proposals, managing relationships and identifying target audiences. The main complexity, however, is that all of these skills must of course be done remotely.

A significant portion of researchers (36%) report difficulties in establishing the same level of rapport with participants online as in face-to-face settings. From communication skills to critical thinking, and becoming well-versed in all things consumer behavior, developing the core competencies to mitigate the challenges of online-only interactions is essential for any market researcher.

Data integration skills

This one is particularly important for modern organizations using digital technologies for market research. Data integration, on any research project, can be very complex – especially if market researchers are pulling and interpreting data from multiple sources.

Data integration skills are also essential for closing experience gaps, something that every organization is prioritizing.

The best researchers have a thorough understanding of how to extract information and combine data sets without compromising data quality. They’ll also understand how to structure APIs, use spreadsheets, model data, use statistical analytics programs and coding languages, and more. Of course, with newer market research platforms, much of this can be done with ease.

Automation skills

Automation has become vital in streamlining market research.

Automation skills enable researchers to use AI and machine learning for tasks like data analysis and report formatting, freeing them up for more strategic work. By mastering automation, researchers are better positioned to adapt to new trends and methodologies, ensuring their work remains relevant and impactful.

Developing automation skills isn’t just about understanding and using tools; it’s about reshaping the role of the market researcher to be more efficient and adaptable, and creating capacity for in-depth market research analysis and strategy development.

The importance of getting the basics right

In the fast-evolving field of market research, where cutting-edge technologies and advanced technical skills are often spotlighted, the importance of mastering the basics can’t be overstated. The foundation of effective market and marketing research lies in getting the basics right.

It's essential to not lose sight of fundamentals like survey best practices, interview skills and well-researched questions. These basics are the cornerstone of accurate data collection and ensure the clarity and relevance of the research. They are vital for engaging the right audience and for the effective analysis and interpretation of data.

While advanced technologies and skills are crucial, they should enhance, not overshadow, the foundational aspects of market research.

Embracing platformification in market research in 2024

In today's fast-paced market, having the right technology is crucial, just as much as having the right skills. The future of market research is "Platformification”, integrating various tools into a unified platform. This approach isn't about accumulating disparate solutions; it's about creating a cohesive system that enhances the capabilities of researchers at all skill levels.

Platformification streamlines research methods , data sources and analytics into a single, accessible platform. It allows for quick sharing of insights through tailored dashboards, offering both basic and complex analyses suitable for different roles.

For market researchers, this shift is transformative. It elevates their role from being reactive data analysts to proactive strategists, enabling on-demand insights and strategic recommendations across the buyer’s journey.

While fundamental research skills remain essential, platformification can expand the researcher's value and the impact they create.

How can we help

In a highly competitive business world – with disruptive new entrants more empowered than ever before – researchers need smarter, faster research solutions to stay ahead of the game.

Qualtrics® Strategic Research is an end-to-end research platform that brings together both quantitative and qualitative methods and AI-powered analytics to uncover insights at scale.

• Collect, analyze, share and act on insights from a variety of qualitative methods, including video feedback, video diary studies and in-depth interviews
• Leverage pre-built customisable projects, programs and dashboards
• Automate advanced statistical analyses including Conjoint and MaxDiff
• Easily build profiles, segments, and proprietary panels and reach out on the right channels through personalized targeting

Aaron Carpenter // Experience Management Content Strategist

Aaron is a highly skilled and accomplished content strategist specializing in experience management. With a keen understanding of the ever-evolving landscape of digital content, Aaron brings a unique perspective to the art of crafting engaging and impactful experiences for users.

Will Webster // Co-founder at interlude

Will Webster is the co-founder of the employee wellbeing tool Interlude. With over decades of experience writing for some of the largest brands, he is a skilled copywriter passionately writing in his free time.

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In today's competitive global economy, market research is an essential tool. It's what helps entrepreneurs refine their startup ideas to have the best odds of success. And it's also what established businesses use to explore the viability of new products and services. In short, modern businesses rarely make a move without doing market research first.

That makes the skills of market research analysts quite valuable in today's job market. But learning how to be a market research analyst isn't as straightforward as you might think. And that's because it's a discipline that's part science and part art form – meaning you'll need to develop a diverse skill set to be good at the job.

Here are the essential skills of a market research analyst.

Data Analysis Skills

At its heart, market research involves the collection of large amounts of data , which you then mine for useful insights about a given line of business or industry. And that means that data analysis is the most important part of the job of a market research analyst.

Specifically, market research analysts must understand four specific data analysis types, which are:

Descriptive Data Analysis – Techniques to organize and categorize historical data to identify existing trends. This is often used to quantify the results of past business practices in raw terms (like the number of sales, products manufactured, site visits, etc.).

Diagnostic Data Analysis – Techniques to compare data sets that help identify causal relationships. For example, if a descriptive analysis revealed increasing sales over a given period, a diagnostic analysis would seek the reason for the change (such as a marketing campaign, a price change, or an external trend).

Predictive Data Analysis – Techniques that use existing data to forecast future trends and outcomes. This often involves complex mathematical models and the application of machine learning algorithms to extract meaningful predictions from available data sets.

Prescriptive Data Analysis – A more advanced form of predictive analysis, prescriptive analysis attempts to forecast potential outcomes that result from hypothetical changes to business practices. An existing business might use this to determine if ending production of a particular product might have unintended consequences, or if the launch of a new product might make others redundant.

Data Collection Skills

Even though market research analysts often work with data that businesses already have on hand, they're frequently called upon to collect new data, as well. And that means they need to be skilled in a variety of data collection techniques, too. These include:

Interpersonal and Interview Skills – Market research analysts often use focus groups and customer interviews to collect specific data to use in their work. But getting usable data means having a high level of interpersonal skills and interview skills . This is critical to extract usable information that's free of potential biases.

Survey Creation – Market research analysts must know how to create scientifically valid surveys to focus in on the information they're hoping to gather. They also have to be familiar with using form builder software to create and publish digital versions of the surveys they create.

Data Curation – This refers to the skills needed to manage collected data and distill it down to what's useful for market research purposes. In other words, it means knowing how to eliminate irrelevant data and prepare what's left for the process of market research.

Communication Skills

One of the major purposes of market research is to uncover business insights that inform strategy. But data alone isn't always enough in a business context. And that's why a market research analyst needs strong communication skills , too. This allows them to communicate the significance of their findings to stakeholders, who may then use them in their decision-making processes. Without those skills, they'd be unable to function effectively within a business's hierarchy.

Data Visualization Skills

In addition to communication skills, market research analysts must understand how to create compelling data visualizations that aid in communicating their findings to others. Data visualizations are graphic representations of datasets, aimed at highlighting relevant trends or takeaways from the data. They make it possible for stakeholders without a background in data analysis to see and understand the work that a market research analyst does.

Knowledge of Human Behavior and Psychology

Since the role of a market research analyst is to understand how consumers will act and react to products, services, and business strategies, they need a deep understanding of human behavior and psychology. This is because market research doesn't always yield clear answers to every business question. And that's where the role of a market research analyst comes much closer to being an art form than a science.

Market research analysts have to use their knowledge of psychology to design appropriate investigations that will yield useful insight. This means they need a sharp sense of intuition and insight into consumer behavior. Otherwise, there would be no way to narrow down possible areas of inquiry. The knowledge provides valuable context and allows the market researcher to make baseline assumptions that guide their work.

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The Bottom Line

At the end of the day, the role of a market research analyst revolves around data. And that's what makes data analysis skills so crucial to the job. But unlike the role of a data scientist , a market research analyst must also know how to collect useful data through field research and direct consumer contact. They also have to understand the mind of the consumer. In other words, they must know their subjects as more than just raw numbers and data points.

All these skills allow market research analysts to provide the valuable insights that modern businesses now depend on. They reduce the number of costly errors that businesses make when they approach decisions without the appropriate information. And they deliver better and more relevant products and experiences to consumers. That said, it should be no wonder that market research analysts are so in demand in today's job market. And now you know exactly what skills to develop if you want to be one of them.

About the Author

Philip Piletic closely follows the impact of technology on education, and its evolution from traditional to modern methods that include e-learning, courses, gamification, and others. He has also helped the Sydney-based IT & Business school in developing their IT courses.

Continue to: Gathering Information for Competitive Intelligence Turning Information Into Action

See also: Stakeholder Analysis Essential Skills to Become a Successful Outreach Specialist 7 Must-Have Skills of a Great Prospect Researcher

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Market Research Analyst: Job Description & Skills in 2024

As a market research analyst, you play a crucial role in helping companies understand their audience and make better-informed business decisions. In this article, we will explore the job description and skills required to excel in this field.

Definition of Market Research Analyst

A market research analyst is responsible for collecting and analyzing data on consumer behavior, market trends, and competitors to help their organization make informed decisions. They use various research methods, including surveys, focus groups, and statistical analysis, to gather insights that can be used to improve products and services, develop marketing strategies, and identify opportunities for growth.

Importance of Market Research Analyst

Market research analysts are essential to helping companies stay competitive in today’s constantly evolving business landscape. By providing valuable insights into consumer trends and preferences, they help businesses make more informed decisions about product development, marketing, and sales.

In addition to helping businesses stay ahead of the competition, market research analysts also play a critical role in identifying emerging trends and opportunities. By keeping a pulse on the latest industry developments and consumer preferences, they can help their organization stay agile and adapt to changing market conditions.

Overview of the Article

Throughout the article, we will cover the following topics:

• The role of a market research analyst, including key responsibilities and requirements
• Essential skills and experience for success in this field
• Job outlook and earning potential for market research analysts
• Tips for breaking into the field and advancing your career
• Case studies and real-world examples of successful market research strategies

By the end of this article, readers will have a comprehensive understanding of what it takes to become a top-performing market research analyst and how to excel in this exciting and fast-paced field.

Market Research Analyst Job Description

Market research analysts play a crucial role in the success of a business by providing insights into customer needs, preferences, and habits.

A. Responsibilities

Market research analysts are responsible for conducting research in order to help businesses make informed decisions. They analyze data and information, evaluate findings, and communicate with clients, managers, and other stakeholders.

B. Gather Data and Information

One of the key responsibilities of a market research analyst is gathering data and information. This might involve conducting surveys, focus groups, or other types of research to collect information about customer preferences, purchasing habits, and other relevant data. They may also collect data from internal sources, such as sales data, customer databases, and website analytics.

C. Analyze Data and Information

Once data and information have been gathered, market research analysts must then analyze it. This may involve using statistical software to identify patterns and trends, conducting market research to identify competitors and market trends, and analyzing customer feedback to determine customer satisfaction and identify areas for improvement.

D. Evaluate and Present Findings

After analyzing data and information, market research analysts must then evaluate the findings. This involves drawing conclusions based on the data and identifying opportunities for growth and improvement. They may then create presentations, reports, and other materials to communicate their findings to clients, managers, and other stakeholders.

E. Communicate with Clients, Managers, and Stakeholders

Communication is a key part of a market research analyst’s job. They must be able to communicate complex data and findings in a way that is clear and understandable to non-technical stakeholders. This may involve creating reports, presentations, and other materials that can be easily understood by people outside of the research field.

F. Maintain Research Databases and Technology

Market research analysts must also ensure that research databases and technology are maintained and updated. This may involve managing databases of customer information, tracking trends in the industry, and staying up-to-date on new research methodologies and technologies. They must also ensure that all research is conducted ethically and in compliance with relevant laws and regulations.

Market research analysts are critical to the success of businesses across all industries. Their responsibilities include gathering and analyzing data, evaluating findings, communicating with clients and stakeholders, and maintaining research databases and technology. With their expertise, market research analysts help businesses make informed decisions and stay ahead of the competition.

Qualifications and Skills for Market Research Analyst

Market research analysts are responsible for deciphering data and insights to help organizations make informed business decisions. This involves a diverse skill set and a strong educational background. To be successful in this field, there are several vital qualifications and skills that market research analysts should have.

A. Education and Certification The first qualification for a market research analyst is to hold at least a bachelor’s degree in a relevant field such as marketing, statistics, or business administration. Advanced degrees, such as an MBA or a master’s in marketing research, offer a competitive advantage in this field. Additionally, certification programs, such as the Professional Researcher Certification (PRC) from the Insights Association, can enhance a candidate’s credentials.

B. Technical Skills Market research analysts should be proficient in data analysis and have a strong understanding of the latest technologies and data collection methods. This includes expertise in data analytics software and statistical analysis tools, as well as experience with survey and research methodologies.

C. Analytical Skills Market research analysts should possess strong analytical skills to help them interpret data and turn it into actionable insights. These skills include critical thinking, problem-solving, and the ability to identify patterns and trends.

D. Communication Skills Market research analysts should be effective communicators who can present complex data and insights in an easy-to-understand format. This includes not only verbal communication but also written communication through reports, presentations, and dashboards.

E. Organizational Skills Market research analysts need to possess strong organizational skills to manage multiple projects and deadlines simultaneously. This includes the ability to prioritize tasks, manage resources, and maintain accurate records.

F. Interpersonal Skills Market research analysts should have strong interpersonal skills to work effectively with team members and clients. This includes the ability to build rapport, active listening, and empathy.

G. Adaptability and Flexibility Market research analysts should possess excellent adaptability and flexibility skills to ensure they can respond to rapidly changing business needs. This includes the ability to pivot direction, multitask, and handle unexpected challenges with ease.

Market research analysts must have a unique blend of qualifications and skills to succeed in this industry. Having a strong background in education, technical skills, analytical skills, communication skills, organizational skills, interpersonal skills, and adaptability and flexibility are essential. As the market research industry continues to evolve, these skills will only become more critical for success.

Career Prospects and Salary for Market Research Analysts

Market research analysts are in high demand, as organizations across various industries rely on their insights to make informed business decisions. Here are some things to consider when it comes to career growth opportunities, job market trends and outlook, salary and compensation, and geographic and industry variation in salaries for market research analysts.

A. Career Growth Opportunities

Market research analysts typically begin their careers with a bachelor’s degree in marketing or a related field, though some employers may prefer candidates with a master’s degree. As they gain experience, market research analysts may have the opportunity to move into leadership roles, such as managing a team of analysts or becoming a director of market research.

In addition, market research analysts can expand their skills by developing expertise in specific areas, such as consumer behavior or market segmentation. They can also stay up-to-date with emerging trends and technologies by attending industry conferences or completing training programs.

B. Job Market Trends and Outlook

The job market for market research analysts is expected to grow at a fast pace, with the U.S. Bureau of Labor Statistics projecting a 18% increase in employment between 2019 and 2029. This growth is largely due to the increasing importance of data-driven decision making in today’s business landscape.

As more organizations embrace digital technologies, market research analysts with experience in areas such as social media analytics and digital marketing research may be particularly in demand.

C. Salary and Compensation

According to the U.S. Bureau of Labor Statistics, the median annual wage for market research analysts was $63,790 as of May 2019. However, salaries can vary widely based on factors such as experience level, industry, and geographic location.

Market research analysts working in the management, scientific, and technical consulting services industry tend to earn higher salaries, with a median annual wage of $85,730. Those working in the wholesale trade industry tend to earn lower salaries, with a median annual wage of $60,140.

D. Geographic and Industry Variation in Salaries

Geographic location can also impact salaries for market research analysts. For example, those working in metropolitan areas such as San Francisco, New York, and Boston tend to earn higher salaries due to the higher cost of living in these locations.

In terms of industry, market research analysts working in the computer systems design and related services industry tend to earn the highest salaries, with a median annual wage of $92,520 as of May 2019. Those working in the educational services industry tend to earn lower salaries, with a median annual wage of $51,860.

Market research analysts can expect strong job growth and competitive salaries. By continuing to develop their skills and expertise, they can position themselves for long-term success in this exciting field.

Types of Market Research Analyst

As a market research analyst, you can specialize in different areas of research depending on your interests and expertise. Below are some of the most common types of market research analysts:

A. Industry-Specific Market Research Analyst

Industry-specific market research analysts specialize in gathering information and insights about a particular industry or market segment. They study trends, consumer behavior, competition, and other factors that affect the industry they are focused on.

For instance, an industry-specific market research analyst may specialize in the healthcare industry, researching the latest developments in medical technology, changes in healthcare policies, and consumer behavior in healthcare settings.

B. Geographical Market Research Analyst

Geographical market research analysts focus on gathering data about specific regions or locations. They may study demographics, consumer behavior, or economic trends in a particular region.

For example, a geographical market research analyst working for a real estate company may gather data about property values, rental demand, and consumer preferences in a specific city or neighborhood.

C. Demographic Market Research Analyst

Demographic market research analysts specialize in understanding consumer behavior and preferences based on demographics such as age, gender, income, and education. They study consumer trends and buying behavior within specific demographics and use this data to improve marketing and product development strategies.

For instance, a demographic market research analyst may gather data on the spending habits and media consumption of millennials to help a company develop more targeted marketing campaigns for this demographic.

D. Product-Specific Market Research Analyst

A product-specific market research analyst specializes in understanding consumer behavior and preferences specific to a particular product or service. They gather data on consumer preferences, usage patterns, and satisfaction levels to help companies develop and improve their products and services.

For instance, a product-specific market research analyst may gather data on consumer preferences for mobile phone features to help a technology company design a new device that meets customer needs and preferences.

Market research analysts can specialize in different areas of research depending on their interests and expertise. Whether you prefer to analyze data about industries, demographics, products, or regions, there are exciting opportunities for you to apply your skills as a market research analyst.

Types of Market Research Techniques

Market research is a crucial aspect of any organization, allowing them to identify their target market and gather information about their customers’ needs and preferences. There are various techniques of market research, including:

A. Qualitative Research

Qualitative research focuses on gathering subjective data through direct communication with customers, including interviews, focus groups, and surveys. This technique helps to collect in-depth information about customers’ experiences, opinions, and attitudes, enabling businesses to gain a better understanding of consumer behavior.

B. Quantitative Research

Quantitative research, on the other hand, focuses on the collection of numerical data through surveys, polls, and questionnaires. This technique helps businesses to gather specific information about customer preferences and behaviors, enabling them to determine the most effective marketing strategies.

C. Primary Research

Primary research refers to the gathering of data directly from the source, typically through interviews, surveys, or observations. This form of research helps businesses to gain a comprehensive understanding of their target market and customer needs.

D. Secondary Research

Secondary research involves analyzing data that has already been collected by others, including industry reports, government publications, and academic research. This technique is often used to supplement primary research and provides a broader perspective on market trends and customer behavior.

Market research is an essential tool for any organization looking to understand their target audience and gain a competitive advantage. By utilizing different techniques such as qualitative and quantitative research, as well as primary and secondary research, businesses can gain valuable insights into customer behavior and preferences, helping them to make informed decisions about their marketing strategies. ** Commonly Used Market Research Tools

Market research analysts rely on a variety of tools to help them gather, manage, and analyze data related to consumer behavior, market trends, and product performance. Here are some of the most commonly used tools in the field:

A. Survey Tools

One of the primary methods that market researchers use to collect information is through surveys. Survey tools help analysts create customizable surveys that can be distributed to targeted groups of people. Some of the most commonly used survey tools include SurveyMonkey, Qualtrics, and Google Forms. These tools allow analysts to design surveys with a wide range of questions types, including multiple-choice, ranking, and open-ended questions. Many survey tools also offer features like respondent tracking, data analysis, and reporting.

B. Data Analysis Tools

Once market researchers have collected data, they need to analyze it to identify patterns, trends, and insights that can inform business decisions. Data analysis tools, like SAS, Excel, and R, help researchers manage, clean, and analyze data sets. These tools allow analysts to create charts, graphs, and other visualizations that can help them to better understand patterns in the data. They can also run statistical analyses to identify correlations between variables and test hypotheses.

C. Project Management Tools

Market research projects can involve multiple stakeholders and moving parts, which can make them difficult to manage. Project management tools, like Asana, Trello, and Basecamp, help researchers keep track of project timelines, budgets, and deliverables. These tools allow users to assign tasks and deadlines, communicate with team members, and track progress in real-time. Project management tools can also help researchers to better manage resources, identify areas of inefficiency, and improve collaboration across teams.

D. Reporting Tools

Once market researchers have collected and analyzed their data, they need to present their findings to stakeholders in a clear and compelling way. Reporting tools, like Tableau, QlikView, and Microsoft Power BI, help researchers create customizable reports and dashboards that can visualize data in meaningful ways. These tools allow users to create interactive charts, graphs, and maps that can reveal insights at a glance. They can also help researchers to identify trends over time and make comparisons between different data sets.

Market research analysts rely on a variety of tools to help them gather, analyze, and present data related to consumer behavior, market trends, and product performance. By leveraging these tools, market researchers can gain deeper insights into consumer preferences and behaviors, enabling businesses to make more informed decisions about marketing strategies, product development, and other key initiatives.

Important Key Performance Indicators (KPIs) for Market Research Analysts

As a market research analyst, it is important to know the key performance indicators (KPIs) that will help measure and analyze the success of your research strategies. Understanding KPIs is crucial for identifying areas of improvement, identifying opportunities for growth, and ensuring that your research is effectively contributing to the overall success of your organization.

Here are six key performance indicators that you should always keep in mind:

A. Customer Satisfaction

Customer satisfaction is a critical KPI for market research analysts. It measures how satisfied customers are with the products or services offered by a company. Customer satisfaction can be measured through surveys or feedback forms, and can be used to assess overall performance, identify areas for improvement, and help in developing strategies to improve customer satisfaction.

B. Net Promoter Score (NPS)

Net Promoter Score (NPS) is another important KPI for market research analysts. NPS is a score that measures how likely customers are to refer a company to a friend or colleague. This KPI is crucial because customers who are highly likely to recommend a company are more likely to be loyal and make repeat purchases.

C. Market Share

Market share is another vital KPI for market research analysts. It is the percentage of the total market that a company has captured. This KPI is critical because it helps you understand how your company is performing in comparison to competitors. It can also help you identify new areas for growth and opportunities for expansion.

D. Customer Retention

Customer retention is a KPI that measures the percentage of customers that continue to do business with a company over time. This KPI is essential because retaining customers is much easier and more cost-effective than acquiring new ones. It is important to keep this KPI in mind when developing strategies to improve customer loyalty and prevent churn.

E. Sales Growth

Sales growth is a measurable KPI that is essential for assessing the performance of a company. It measures the increase or decrease in revenue over time. A market research analyst must keep this KPI in mind when developing pricing and promotional strategies, identifying new markets, and optimizing product offerings.

F. Brand Awareness

Brand awareness is one of the most important KPIs for market research analysts. It measures how well a company is recognized and perceived by its customers. This KPI can be assessed through brand surveys or qualitative research studies. Measuring and improving brand awareness is essential for building a loyal customer base and improving sales growth.

Understanding and tracking these six key performance indicators will help market research analysts to assess the success of their research strategies, identify areas for improvement, and contribute to the overall success of their organization.

Challenges Faced by Market Research Analysts

Market research analysts play a critical role in businesses by gathering and analyzing data to help companies make informed decisions. However, this job comes with its own set of challenges. Here are the top five challenges faced by market research analysts:

A. Limited Time and Resources

Market research analysts are often tasked with conducting research on a tight deadline and limited budget. This can be challenging because it requires them to work efficiently and effectively to deliver accurate results within a constrained time frame. To tackle this challenge, analysts must prioritize their tasks, identify the most important data points, and use technology to automate and streamline certain processes.

B. Handling and Managing Big Data

With the rise of big data, handling and managing large amounts of data has become a critical challenge for market research analysts. It can be difficult to know where to begin when sorting through such vast amounts of information. Analysts must develop a strong understanding of data management and be able to analyze data from various sources to provide meaningful recommendations to their clients.

C. Staying Up-To-Date with Technological Advancements

Technology is rapidly advancing, and market research analysts must stay up-to-date with the latest tools and techniques to effectively perform their job. With the increase in social media and mobile devices, it is essential to understand new data sources and their potential value in informing business decisions. Additionally, analysts must have a strong understanding of data visualization and other tools to effectively communicate findings to clients.

D. Increased Competition

As the demand for skilled market research analysts continues to grow, so does the competition for jobs. This can be challenging for analysts who are just starting out in the industry, as more experienced candidates may have an advantage. Staying up-to-date with the latest trends and honing specialized skills can make an analyst stand out in a crowded job market.

E. Evolving Market Trends and Consumer Behaviour

Market research is consistently impacted by evolving trends and changing consumer behaviours, making it important for analysts to stay up-to-date on the latest shifts in the market. Traditional market research methods may not always suffice, and new data sources may become necessary to incorporate into analysis. Analysts must be flexible and adaptable to changing circumstances to ensure that their research is current and relevant.

Market research analyst faces challenges such as limited time and resources, handling and managing big data, staying up-to-date with technological advancements, increased competition, and evolving market trends and consumer behavior. Addressing these challenges requires market research analysts to stay informed, adaptable, and creative in their work.

Importance of Market Research Analyst for Various Industries

Market research analysts play a crucial role in various industries by helping businesses make informed decisions about their products, customers, and competitors. They collect and analyze data to identify trends, market opportunities, and customer preferences, which businesses can use to improve their products or services and stay ahead of the competition. In this section, we will discuss the importance of market research analysts for various industries, including:

A. Retail Industry

The retail industry is one of the largest and most competitive industries in the world. Market research analysts help retailers understand consumer behavior, preferences, and purchasing patterns, which can help them make decisions about product design, pricing, and promotions. They use various data collection methods, such as surveys, focus groups, and sales data analysis, to gather valuable insights about their target audience. In addition, market research analysts can help retailers identify new market opportunities and stay ahead of industry trends.

B. Healthcare Industry

The healthcare industry is another sector that benefits greatly from market research analysis. Market research analysts help healthcare providers understand patient needs, preferences, and satisfaction levels, which can help them improve patient care and services. They also help healthcare providers identify market opportunities and determine the viability of new treatments or medical devices. Market research analysts in the healthcare industry help insurance companies determine pricing and coverage policies based on economic and demographic factors.

C. Technology Industry

The fast-paced and rapidly evolving technology industry requires constant innovation, and market research analysts play a critical role in this process. They help technology companies understand customer needs and preferences to develop products that meet those needs. They also help companies identify emerging trends and new markets to expand into, which can lead to increased revenue and market share. Market research analysts can also help technology companies develop marketing and advertising campaigns that resonate with their target audience.

D. Manufacturing Industry

In the manufacturing industry, market research analysts help companies gather information about their products, competitors, and target markets. They use data analysis to identify consumer preferences and trends, as well as to gauge demand for specific products. Market research analysts can also help manufacturing companies identify new markets and sales opportunities, as well as assess the viability of new products in development.

E. Food & Beverage Industry

Market research analysts in the food and beverage industry help companies understand consumer preferences and develop products that meet those preferences. They use surveys, focus groups, and other methods to gather data about consumer behavior regarding food and beverage products, as well as to identify emerging trends in the industry. Market research can also help companies identify new markets, such as niche diets or eating habits, and develop products that cater to those markets.

Market research analysts are essential in various industries as they provide valuable insights that businesses can use to improve their products or services, stay ahead of the competition, and identify new market opportunities.

Example Case Studies

As a market research analyst, one of the most important skills you need to have is the ability to analyze data and generate insights from it. In this case study, we’ll take a look at how Jane, a market research analyst working for a consumer goods company, used her skills to help the company make better business decisions.

The company was considering launching a new line of organic snacks targeted at health-conscious consumers. The marketing team had already conducted some preliminary research, such as focus groups and surveys, but they needed more in-depth insights to make informed decisions about the product lineup and pricing strategy.

Jane’s first step was to conduct a comprehensive market analysis. She looked at consumer trends, competitor offerings, and market size and growth potential. This helped the team understand the broader industry landscape and potential demand for the product.

Next, Jane analyzed the data collected from the focus groups and surveys. She used statistical methods to identify patterns and trends in the responses, such as which features consumers valued most in organic snacks and which price points they were willing to pay. She also looked at demographic data to better understand the target consumer segment.

Based on her analysis, Jane recommended that the company launch three different varieties of organic snacks, each with a slightly different flavor profile and price point. She also suggested that the company create a loyalty program to incentivize repeat purchases and capture data about customer preferences.

The marketing team implemented Jane’s recommendations and launched the new line of snacks. Sales exceeded the team’s projections, and the company was able to capture more market share in the health food sector. Jane’s insights helped the company make informed decisions that led to a successful product launch.

This case study shows the importance of market research analysis skills in driving business success. As a market research analyst, you need to be able to gather and interpret data accurately to generate insights that are actionable and drive impact. Whether you’re working for a consumer goods company or a technology startup, these skills are essential for helping your organization make smart, data-driven decisions.

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Top 12 Market Researcher Skills to Put on Your Resume

In today's competitive job market, standing out as a market researcher requires a blend of technical expertise and soft skills. A well-crafted resume that showcases the top market researcher skills can significantly enhance your chances of landing your desired position, demonstrating to potential employers your ability to uncover insights and drive business decisions.

Market Researcher Skills

• Google Analytics
• SurveyMonkey

SPSS (Statistical Package for the Social Sciences) is a software tool used by market researchers for data management, statistical analysis, and visualization, facilitating insights into market trends and consumer behavior.

Why It's Important

SPSS is important for a Market Researcher because it offers advanced statistical analysis, data management, and visualization capabilities, enabling precise insights and decision-making based on market data.

How to Improve SPSS Skills

Improving your proficiency with SPSS for market research involves enhancing data analysis skills, understanding advanced statistical methods, and streamlining data management processes. Here's a concise guide to help you:

Enhance Data Analysis Skills : Familiarize yourself with SPSS's wide array of data analysis capabilities. Start with basics and gradually move to complex analyses. IBM's official SPSS tutorials provide a good starting point.

Learn Advanced Statistical Methods : Delve deeper into statistical methods relevant to market research such as regression analysis, factor analysis, and cluster analysis. Online courses on platforms like Coursera or Udemy often offer specialized training.

Improve Data Management : Efficient data management is crucial. Learn to use SPSS syntax for repetitive tasks, which saves time and reduces errors. The UCLA IDRE resource is a great place to learn about SPSS syntax and data management.

Use Add-Ons and Extensions : Explore SPSS add-ons and extensions for market research-specific analyses. IBM's SPSS Extensions Hub offers various plugins and extensions that can enhance your SPSS capabilities.

Stay Updated : Keep up with the latest updates and features in SPSS. IBM often updates SPSS with new functionalities. Regularly check the IBM SPSS Software page for updates and new features.

Join SPSS Communities : Engage with SPSS user communities for insights, tips, and tricks. Platforms like SPSSX Discussion and ResearchGate are valuable for peer support and learning.

By focusing on these areas, you can significantly improve your SPSS skills tailored to market research needs.

How to Display SPSS Skills on Your Resume

2. Qualtrics

Qualtrics is a sophisticated online survey software and experience management platform that enables market researchers to design, distribute, and analyze surveys to gather valuable consumer insights and data for strategic decision-making.

Qualtrics is important for a Market Researcher because it provides a comprehensive platform for designing, distributing, and analyzing surveys, enabling the collection of valuable consumer insights and data to inform strategic decision-making and market understanding.

How to Improve Qualtrics Skills

To improve Qualtrics for a Market Researcher, consider the following concise strategies:

Customize Surveys: Utilize the Qualtrics library to access a wide range of question types and templates. Tailor surveys to match your research needs and brand identity for better response rates.

Advanced Analytics: Leverage Qualtrics' advanced analytics tools to perform detailed data analysis. Use predictive intelligence and statistical analysis to gain deeper insights from your survey data.

Integrate Data Sources: Use the Qualtrics API to integrate external data sources. This allows for richer data analysis and a more comprehensive understanding of your market research findings.

Automate Processes: Implement Qualtrics' workflow automation features to streamline data collection and analysis. Automate tasks such as survey distribution and follow-ups to increase efficiency.

Utilize Dashboards: Create interactive dashboards using Qualtrics XM to visualize your data in real-time. Share insights with stakeholders in an accessible format for informed decision-making.

Continuous Learning: Stay updated with the latest features and best practices through the Qualtrics XM Basecamp and Qualtrics Community for tips, tricks, and support from the user community.

By implementing these strategies, a Market Researcher can significantly enhance the functionality and efficiency of their Qualtrics platform for more effective market research.

How to Display Qualtrics Skills on Your Resume

Tableau is a powerful data visualization tool used by market researchers to analyze and present data through interactive and shareable dashboards, helping uncover insights and trends to inform decision-making.

Tableau is important for a Market Researcher because it provides powerful visualization tools to analyze complex datasets, uncover insights, and present findings in an understandable and engaging manner, facilitating data-driven decision-making.

How to Improve Tableau Skills

Improving your Tableau skills as a Market Researcher involves focusing on data visualization, analysis techniques, and staying updated with the latest Tableau features. Here’s a concise guide:

Learn Advanced Visualization Techniques: Understand how to create and use advanced charts and graphs that are most effective for market research data. Tableau's Advanced Charts and Graphs guide is a great resource.

Master Calculations and Analytics: Deepen your knowledge of Tableau's calculated fields and analytics features to derive more insights from your data. The Tableau Calculations Tutorial can help.

Incorporate External Data Sources: Learn to integrate external databases and web data connectors for richer, more comprehensive market insights. Connecting to Data in Tableau provides instructions.

Stay Updated with New Features: Tableau regularly updates its platform. Keeping abreast with these updates can significantly improve your capabilities. Explore What’s New in Tableau .

Utilize Tableau Public: Share your visualizations with the community for feedback, and learn from others. Visit Tableau Public for inspiration.

Participate in Training and Certification: Consider official Tableau Training and Certification to enhance your skills further. Check out Tableau Training and Certification for courses tailored to different expertise levels.

Join Tableau Community Forums: Engage with other Tableau users, ask questions, and share knowledge. The Tableau Community Forums are invaluable for quick tips and solutions.

By focusing on these areas, you can significantly improve your Tableau skills, making your market research more insightful and impactful.

How to Display Tableau Skills on Your Resume

Python is a versatile and widely-used programming language, favored for its simplicity and efficiency in data analysis, automation, and integrating systems, making it a valuable tool for market research tasks.

Python is important for a Market Researcher because it offers powerful data analysis and visualization tools, enabling efficient handling of large datasets, insightful trend analysis, and clear reporting, thus enhancing decision-making processes.

How to Improve Python Skills

To improve your Python skills as a Market Researcher, focus on these concise steps:

Learn the Basics Properly :

• Master Python syntax and basic concepts such as variables, data types, conditionals, and loops. Codecademy’s Python Course is a good starting point.

Understand Data Handling :

• Get comfortable with pandas for data manipulation and analysis. Practice by working on real datasets. Pandas Getting Started Tutorials are very helpful.

Master Data Visualization :

• Learn to use libraries like Matplotlib and Seaborn to visualize data for insights. Matplotlib Tutorials and Seaborn’s Gallery will guide you.

Apply Statistics and Machine Learning :

• Use libraries such as NumPy, SciPy for statistical analysis, and Scikit-learn for machine learning. Scikit-learn’s User Guide is a comprehensive resource.

Work on Projects :

• Apply your skills on market research projects or Kaggle competitions to solve real-world problems. Kaggle offers a plethora of datasets and challenges.

Stay Updated and Network :

• Join Python and data science communities on platforms like Stack Overflow and LinkedIn to stay updated on the latest trends and network with professionals.

Continuous Learning :

• The field is always evolving, so make use of online resources like Coursera and edX to keep learning new tools and techniques in Python and data analysis.

By following these steps and consistently practicing, you’ll significantly improve your Python skills tailored to market research.

How to Display Python Skills on Your Resume

R is a programming language and free software environment used for statistical computing and graphics, widely utilized by market researchers for data analysis, visualization, and statistical modeling.

R is important for a Market Researcher because it provides powerful and flexible statistical analysis and data visualization capabilities, enabling deep insights into market trends, customer behavior, and predictive modeling, all crucial for making informed business decisions.

How to Improve R Skills

Improving your R skills, especially for Market Research applications, involves both broadening your understanding of R's capabilities and deepening your expertise in specific, relevant packages and methodologies. Here are concise steps with resources to guide you:

Master the Basics : Ensure a strong foundation in R basics. The R for Data Science book is an excellent resource, covering data manipulation, visualization, and basic statistical analysis.

Learn Tidyverse : Tidyverse is a collection of R packages designed for data science. It simplifies many R tasks. Start with the Tidyverse website for a comprehensive guide.

Understand Data Visualization : Effective visualization is key. Master ggplot2, a part of Tidyverse, through the book ggplot2: Elegant Graphics for Data Analysis .

Specialize in Market Research Techniques : Delve into packages and techniques specific to market research, such as conjoint analysis with the conjoint package and segmentation using factoextra for cluster analysis. Explore relevant CRAN Task Views or the CRAN Market Research section.

Improve Data Manipulation Skills : Data manipulation is crucial. Get proficient with dplyr and tidyr for cleaning and preparing data. The Data Transformation with dplyr chapter is a good start.

Learn Shiny for Interactive Apps : Shiny allows you to build interactive web applications directly from R. It's useful for sharing insights within your organization. Start with the official Shiny tutorial .

Stay Updated : The R landscape is always evolving. Follow blogs like R-bloggers and join the RStudio Community to stay informed about the latest packages and techniques.

Practice on Real Data : Apply your skills to real market research datasets. Websites like Kaggle offer a plethora of datasets to practice on, along with competitions to test your skills.

Contribute to Open Source : Consider contributing to an open-source project on GitHub . It's a great way to learn from others and improve your coding style and efficiency.

By following these steps and utilizing the linked resources, you can significantly improve your R skills, making you a more effective and efficient market researcher.

How to Display R Skills on Your Resume

SAS (Statistical Analysis System) is a software suite used for advanced analytics, business intelligence, data management, and predictive analysis, enabling market researchers to analyze complex data, identify trends, and make data-driven decisions.

SAS (Statistical Analysis System) is crucial for Market Researchers due to its powerful data management, statistical analysis, and reporting capabilities. It enables them to efficiently process large datasets, uncover insights through sophisticated analytics, and make data-driven decisions to inform market strategies.

How to Improve SAS Skills

Improving your SAS (Statistical Analysis System) skills as a Market Researcher involves enhancing your capability to manage, analyze, and interpret data efficiently. Focus on these key areas:

Master the Basics : Ensure a solid understanding of SAS basics. SAS offers free e-learning courses that are perfect for beginners.

Learn Data Manipulation Techniques : Efficiently manage and prepare your data for analysis. The SAS Data Management page provides insights and tools.

Statistical Analysis Proficiency : Deepen your statistical analysis skills. Explore SAS/STAT software for advanced analytics.

Visualization Skills : Enhance your ability to present data compellingly. Look into SAS Visual Analytics for dynamic data visualization tools.

Macro & Automation : Learn to write SAS macros to automate repetitive tasks, improving efficiency. The SAS Macro Language documentation is a good starting point.

Stay Updated : SAS evolves constantly. Keep abreast of the latest features and techniques by visiting the SAS Support Communities .

Practice : Apply your skills to real-world datasets. Websites like Kaggle offer datasets and challenges that can provide practical experience.

By focusing on these areas and leveraging the resources provided, you'll significantly improve your SAS skills and enhance your value as a Market Researcher.

How to Display SAS Skills on Your Resume

Excel is a spreadsheet software used by market researchers for organizing, analyzing, and visualizing data to support decision-making processes.

Excel is crucial for market researchers because it facilitates efficient data organization, analysis, and visualization, enabling the extraction of actionable insights from complex datasets.

How to Improve Excel Skills

Improving your Excel skills as a Market Researcher involves mastering data analysis, visualization, and automation techniques to efficiently analyze market trends and make informed decisions. Here are concise steps and resources:

Advanced Formulas : Master complex formulas like INDEX-MATCH, INDIRECT, and array formulas to manipulate and analyze data efficiently. ExcelJet's Formula List provides a comprehensive guide.

Pivot Tables : Learn to quickly summarize large data sets into meaningful reports. Microsoft's PivotTable Guide offers a solid starting point.

Data Visualization : Enhance your ability to present data through advanced charts and graphs. Chandoo's Charting Techniques offers innovative ways to visualize data.

Power Query : Use Power Query to automate the process of importing, transforming, and integrating data from various sources. Excel's Power Query Overview is a helpful resource.

Power Pivot : Gain insights into large data sets with Power Pivot, creating complex models and relationships. Microsoft's Power Pivot Tutorial provides a comprehensive introduction.

Macros & VBA : Automate repetitive tasks and custom analyses with VBA scripting. Excel Macro Mastery is a great resource to learn from.

Excel Shortcuts : Increase your efficiency with keyboard shortcuts. Excel Shortcut List helps speed up your workflow.

Courses and Certifications : Consider taking advanced Excel courses or obtaining certifications. Coursera and Udemy offer courses tailored to various skill levels.

By focusing on these areas and utilizing the provided resources, you'll significantly enhance your Excel capabilities, making you a more effective and efficient market researcher.

How to Display Excel Skills on Your Resume

SQL (Structured Query Language) is a programming language used for managing and manipulating databases, allowing market researchers to efficiently organize, retrieve, and analyze data to uncover insights and trends.

SQL is crucial for a Market Researcher because it enables efficient querying, manipulation, and analysis of large datasets to extract actionable insights, trends, and patterns critical for making informed business decisions.

How to Improve SQL Skills

Improving your SQL skills, especially as a Market Researcher, involves understanding and mastering both the fundamentals and advanced aspects of SQL. Here are concise steps and resources:

Learn the Basics : Start with SQL syntax, basic queries, and understanding how databases work. W3Schools offers a great starting point.

Practice Regularly : Apply what you learn on platforms like LeetCode or SQLZoo , which offer a variety of problems to solve.

Understand Data Analysis Functions : Focus on functions and operations important for data analysis, such as aggregate functions, JOIN operations, and window functions. The Mode Analytics SQL Tutorial is particularly useful for data analysis.

Learn to Optimize Queries : Understanding indexing, query execution plans, and how to optimize SQL queries for performance is crucial. Use The Index, Luke is a great resource for learning about indexing and query optimization.

Explore Advanced SQL : Delve into stored procedures, triggers, and complex queries. PostgreSQL’s official documentation offers insights into advanced features, which, despite being PostgreSQL-specific, can provide a good understanding of advanced SQL concepts.

Stay Updated and Join Communities : SQL standards and best practices evolve. Join communities like Stack Overflow or Reddit’s r/SQL to stay updated and get help.

Implement in Real-Life Projects : Apply your skills in market research projects, using SQL for data manipulation, analysis, and reporting. Real-life application solidifies learning and uncovers areas needing improvement.

By following these steps and utilizing these resources, you’ll enhance your SQL capabilities, thereby significantly contributing to your efficiency and effectiveness as a Market Researcher.

How to Display SQL Skills on Your Resume

9. Google Analytics

Google Analytics is a web analytics service that tracks and reports website traffic, providing insights into user behavior, which is essential for market research and understanding audience preferences.

Google Analytics is crucial for a Market Researcher as it provides detailed insights into user behavior, traffic sources, and engagement metrics, enabling data-driven decisions to optimize marketing strategies and improve user experience.

How to Improve Google Analytics Skills

Improving Google Analytics for a Market Researcher involves:

Setting Clear Objectives : Define what you want to achieve with your data. Focus on specific goals like increasing conversion rates or understanding user behavior.

Utilizing Custom Dashboards : Create custom dashboards for a quick overview of the data most relevant to your market research goals. Google's Custom Dashboard Solutions guide provides a starting point.

Segmentation : Use segmentation to dissect your data for more nuanced insights. For instance, segment users by demographics, behavior, or traffic sources. Google Analytics Segmentation Guide offers detailed instructions.

Integrating Google Analytics with Other Tools : Enhance your insights by integrating Google Analytics with tools like Google Ads, CRM systems, or Google Search Console. For Google Ads integration, see Link Google Ads and Analytics.

Leveraging Enhanced Ecommerce : If relevant, use the Enhanced Ecommerce features for deeper insights into user shopping behavior and product performance. The Enhanced Ecommerce Guide provides comprehensive information on setup and analysis.

Utilizing Event Tracking : Implement event tracking to understand how users interact with your website beyond page views, such as downloads, video plays, and link clicks. The Event Tracking Guide can help you get started.

Regular Audits and Data Cleanup : Regularly audit your Google Analytics setup to ensure data accuracy and relevance. This includes reviewing tracking codes, filters, and configurations. Google's Best Practices for Analytics provides a checklist.

Continuous Learning and Experimentation : Stay updated with Google Analytics features and best practices. Google offers free courses at Google Analytics Academy .

By focusing on these areas, a market researcher can significantly enhance the utility and accuracy of insights derived from Google Analytics, leading to more informed decision-making.

How to Display Google Analytics Skills on Your Resume

10. Power BI

Power BI is a data visualization and business intelligence tool that enables market researchers to analyze data, uncover insights, and create interactive reports and dashboards for informed decision-making.

Power BI is important for a Market Researcher because it enables efficient analysis and visualization of market data, facilitating informed decision-making and strategic insights through interactive reports and dashboards.

How to Improve Power BI Skills

To improve Power BI skills for a Market Researcher, focus on these concise strategies:

Master DAX : Deepen your understanding of Data Analysis Expressions (DAX) for more sophisticated data manipulation. DAX Guide is an excellent resource.

Learn M Query : Enhance your data transformation skills in Power Query using M language. Microsoft’s M Language documentation offers comprehensive guidance.

Data Visualization Best Practices : Study best practices in data visualization to make compelling reports. Microsoft’s Power BI guidance provides useful tips.

Use Power BI Service : Familiarize yourself with the Power BI Service for sharing reports and dashboards. Explore Power BI Service documentation for insights.

Incorporate External Data : Learn to integrate external data sources for richer insights. The Power BI Desktop documentation covers various data connection methods.

Stay Updated : Follow the Power BI Blog for the latest features and updates. The Power BI Blog is a valuable resource for staying current.

Engage with the Community : Join Power BI communities for tips, tricks, and support. The Power BI Community forum is a great place to start.

By focusing on these areas, Market Researchers can significantly enhance their Power BI skills for more effective data analysis and reporting.

How to Display Power BI Skills on Your Resume

11. SurveyMonkey

SurveyMonkey is an online survey tool that allows market researchers to design, distribute, and analyze surveys to gather data and insights from targeted audiences.

SurveyMonkey is important for a Market Researcher because it offers an easy-to-use platform for designing, distributing, and analyzing surveys, enabling efficient collection of data and insights from targeted audiences to inform market trends, preferences, and decision-making processes.

How to Improve SurveyMonkey Skills

Improving SurveyMonkey for a Market Researcher involves optimizing survey design, distribution, and data analysis capabilities. Here’s a concise guide:

Utilize Logic Features : Leverage SurveyMonkey's advanced logic options like question skip logic, question piping, and advanced branching to create dynamic surveys that adapt based on respondents' answers, ensuring more relevant data collection.

Enhance Survey Design : Use SurveyMonkey's design features to create visually appealing surveys. Incorporate your brand elements and choose a responsive design to improve the respondent's experience and increase completion rates.

Pre-Test Surveys : Conduct pre-test surveys with a small segment of your target audience to identify potential issues with question clarity and survey flow. Use SurveyMonkey’s preview and test feature to refine your survey before wide distribution.

Leverage Distribution Channels : Explore SurveyMonkey’s multiple distribution options including web links, email, social media, and embedded surveys on websites to reach your target audience effectively.

Analyze Data Efficiently : Utilize SurveyMonkey’s analysis tools for filtering, cross-tabulation, and exporting data for deeper insights. Integrate with tools like SPSS for advanced statistical analysis.

Benchmark Results : Compare your survey results against SurveyMonkey's industry benchmarks to gauge your performance against competitors and identify areas for improvement.

By integrating these strategies, a Market Researcher can significantly enhance the effectiveness of their surveys, leading to more reliable data and actionable insights.

How to Display SurveyMonkey Skills on Your Resume

NVivo is a qualitative data analysis software that enables market researchers to collect, organize, and analyze unstructured data, such as interviews, surveys, and social media content, to uncover consumer insights and trends.

NVivo is crucial for market researchers as it enables the efficient organization, analysis, and interpretation of complex qualitative data, thus enhancing the depth and accuracy of insights into consumer behaviors and preferences.

How to Improve NVivo Skills

Improving your proficiency in NVivo as a Market Researcher involves enhancing both your technical skills with the software and your ability to apply its features to market research methodologies. Here are concise steps to achieve that:

Familiarize with the Basics : Start with the official NVivo Quick Start Guide to grasp the fundamentals of importing data, coding, and querying.

Advanced Training : Enroll in NVivo Advanced Training to learn complex functions like sentiment analysis, auto-coding, and matrix coding queries, which are crucial for analyzing market research data.

Webinars and Tutorials : Regularly watch webinars and tutorials offered by QSR International. They cover diverse topics from basic operations to specific applications in market research.

Integrate with Survey Tools : Learn to integrate NVivo with survey tools like SurveyMonkey or Qualtrics. This integration guide will help you streamline the process of importing survey data directly into NVivo for analysis.

Networking and Community Engagement : Join the NVivo Community to share insights, ask questions, and learn from experienced NVivo users who specialize in market research.

Practice with Real Data : Apply what you've learned by working on real market research projects. Experiment with different types of data (text, video, social media) to understand the nuances of coding and analysis in NVivo.

Stay Updated : NVivo is regularly updated with new features. Keep an eye on the latest updates and learn how to utilize them to enhance your market research analysis.

By following these steps and regularly applying NVivo in your market research projects, you'll improve both your efficiency and the depth of analysis you're able to achieve with the software.

How to Display NVivo Skills on Your Resume

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An increasing number of companies across varied industries rely on market research and statistical data to make informed decisions and carry out effective plans. This has made the market research analyst role indispensable in many organizations.

Students who are interested in entering the profession should know that educational investment is crucial. In addition to  earning the right degree  to become a market research analyst, they also need to develop the right set of skills and gain sufficient working experience.

What Does a Market Research Analyst Do?

Market research analysts help companies understand target markets. They do this through in-depth studies of market trends, market conditions, consumer buying behaviors, and other related metrics. Having a comprehensive understanding of these areas allows companies to devise the right products and identify which consumers are likely to purchase those products at certain prices. Market research analysts may accomplish this through questionnaires, interviews, and market analysis, among other strategies. These professionals are also skilled in researching and analyzing competitors.

Market Research Analyst Degree Path

Market research analysts are vital to helping a business target the right consumers and optimize growth strategies. Earning a degree in marketing, business analytics, or a related field can help individuals on their path toward becoming a market research analyst. Gaining professional experience and honing the skills that are considered fundamental for the role are also important.

Collectively, these steps can equip individuals with a foundation in the necessary skills and knowledge to be successful in the career. Just as importantly, they can help individuals understand how best to apply what they’ve learned to an individual company’s goals.

Market Research Analyst Education Requirements

Typically, the market research analyst role requires a minimum of a bachelor’s degree. There are a number of relevant undergraduate degrees, with the most useful offering a deeper understanding of core concepts related to market research analysis, including consumer behavior, target audience identification, and strategic planning.

Those who are interested in an advanced career in market research analysis should consider pursuing a master’s degree. This isn’t a requirement to enter the field, but some employers may prefer candidates with an advanced degree, especially for senior and managerial roles.

How to Become a Market Research Analyst

There are essential steps to becoming a market research analyst, including obtaining the right bachelor’s degree and considering a  master’s degree  for possible higher-level positions. Market research analysts also need several years of work experience to become certified as professional market researchers.

Step 1: Earn a Bachelor’s Degree

Students can begin their paths by earning a bachelor’s in fields such as  marketing ,  business administration , or  psychology . Each of these degrees, in different ways, provides valuable insights, enabling future market research analysts to assess consumer buying behaviors and preferences.

Specifically, a degree in marketing is valuable, since the coursework incorporates business theories and policies, marketing, and the study of consumer behaviors. A bachelor’s in business administration provides a foundation in financial accounting, economics, business law, and statistics. A degree in psychology, on the other hand, allows students to study human nature and behaviors from perspectives that incorporate fundamental concepts such as cognition, multiculturalism, critical thinking, and development through the lifespan.

Step 2: Build On-the-Job Experience

Advancing to the role of market research analyst usually requires at least a few years of industry experience, working in a role such as marketing assistant or account representative. This background helps gain access to greater job opportunities — such as becoming a market research analyst — as well as assists in qualifying for particular certifications. Market research analysts usually work full time, although certain job demands, such as time-sensitive marketing campaigns, may require them to work additional hours.

Step 3: Earn a Master’s Degree (Optional)

To qualify for higher-level positions, market research analysts should consider pursuing a master’s degree. There are degrees that focus specifically on market research analysis related fields, such as marketing, market research, or data analytics; however, professionals may also choose to earn a  Master of Business Administration (MBA) .

In addition to opening greater career opportunities, a master’s degree can also serve as a valuable tool in obtaining the Insights Professional Certification, or IPC. This designation is administered by the Insights Association. To qualify, applicants need to take and pass a test and possess at least three years of work experience. Certified researchers who plan to renew their credentials, which is required every two years, must complete 20 hours of continuing education.

What Skills Does a Market Research Analyst Need?

In addition to building job experience and obtaining the right education, market research analysts need specific soft skills to succeed in the field.

The ability to analyze huge amounts of data is a must, considering that research and information analysis are at the heart of the job. In terms of choosing the right marketing strategies for any given company, critical-thinking abilities also come into play.

Finally, market research analysts need exceptional communication skills. Those interested in becoming market research analysts need to develop oral and written communication skills, as the role typically involves frequent presentations and interactions with clients, team members, consumer audiences, and other stakeholders.

Market Research Analyst Salaries and Job Outlook

According to the BLS, the median salary for a market research analyst in 2020 was $65,810. Several factors contribute to precise salary levels, such as overall professional experience and the position’s location.

In addition, the BLS projects 18% growth for this job between 2019 and 2029. This rate is significantly higher than the 4% average employment growth for all other occupations over the same 10-year period. By 2029, the BLS estimates that as many as 130,300 additional market research analyst jobs will be created.

Several factors contribute to this impressive growth in market research analyst jobs. Companies are relying to a greater degree on data and research to effectively target consumers. The ability to reach the right customers, due to more effective marketing and advertising strategies, leads to an increase in business profits.

The BLS further reports that job applicants with strong backgrounds in statistics and data analysis, as well as those with a master’s degree in marketing or business administration, are likely to have better employment opportunities.

Start Your Journey to Becoming a Market Research Analyst Today

If you have a passion for understanding marketing research, statistical data, and human psychology, a career as a market research analyst might be an excellent choice.

There is no better time than now to invest in your future. Earning a degree in a field such as marketing, statistics, analytics, psychology, or business administration can be a step in the right direction to becoming a market research analyst.

Maryville University offers online  bachelor’s  and  master’s  degrees in a range of fields including  marketing ,  psychology , and  business administration . These rigorous academic degree programs are designed to fit into students’ busy lifestyles, which may include family obligations and full-time jobs.

Be brave. Take the first step today toward an exciting career as a market research analyst.

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6 Key Market Research Skills for 2021

It’s that time again, when we begin to focus on the coming year and what it may have in store. One area that saw remarkable shifts in 2020, both in challenges and opportunities, is market research. For a peek at the future, we reached out to several leading market researchers and insights professionals and posed the question: What’s one skill or area of expertise you want to focus on developing in 2021, and why?

Not surprisingly, some are focused on how doing everything online has generated more and more data— good news but in some ways challenging news, too, as competition for stakeholders’ attention grows fiercer. To increase the influence of research findings on business decision making—which maximizes the research ROI and benefits everyone—it’s necessary to break through the noise and keep stakeholders engaged. And, of course, more time spent online also opens more and different opportunities to engage with customers and prospects.

Another trend is the power of human creativity in extracting meaning from data. Technology can only take us so far, in both gathering and analyzing data. Human learning continues to be critical, along with our unique ability to use stories to find and share meaning.

And because everything old eventually becomes new again, we see renewed attention to a foundational market research skill: the art of the interview.

Check out the top skills and areas of expertise that six market research leaders plan to focus on in 2021.

Omnichannel Strategies

Jerry Han, Chief Marketing Executive at PrizeRebel , is focused on omnichannel technology and marketing. According to Han, as more large companies and brands are making effective use of omnichannel strategies in their marketing and brand awareness plans, it has become practical to use an omnichannel approach in data gathering for market research.

Knowledge in omnichannel technology and marketing is a crucial skill to master in 2021. Omnichannel market research targets all possible places where the audience possibly hangs out, including in-store, digital, or mobile platforms to give a more comprehensive outlook on the target market…[It’s] a relatively new concept, but it shows massive potential in reshaping data gathering for marketing campaigns.

Deeper Analysis and Experience Management

Michelle Diamond, CEO at Elevate Diamond Strategy , is emphasizing deeper data analysis (as opposed to more data collection) to maximize value from the plethora of data being generated. She also sees opportunities in experience management, which helps companies capitalize on opportunities and mitigate problems before they occur.

The world is going even more online than we were before and the need to make better sense of all this additional data is crucial. In addition, companies are more sensitive now to anticipating problems beforehand, as reacting to problems later can be costly from a financial and reputational standpoint.

Both these trends highlight the value in—and the need to—act on insights in real time. Businesses have treasure troves of data, and uncovering actionable insights from that data will help them mitigate risk and deliver positive customer experiences. 

Data Triangulation

Speaking of acting on insights in real time: Andria Long , Growth & Innovation Advisor, says the key to differentiation is being able to learn and act faster. She considers the most important skill for the insights professional to be data triangulation : uncovering and synthesizing connections across multiple and diverse data sources.

At the end of the day, everyone has access to the same data…converting data into insights is critical. The ability to see what’s NOT there and make something happen is essential with accelerated industry transformation, growing volumes of data, and rapidly evolving consumer preferences.

She goes on to note that it’s human learning that enables insights professionals to stay relevant and continue growing professionally in an era of machine learning.

In addition to data, we need to gain insights from observation, experience, reflection, and reasoning and make recommendations to drive growth.

Back to Basics: Interviewing Skills

According to Colin Palfrey, CMO at Majesty Coffee , everyone should be honing the skills needed to interview customers and others in their target audience. Good interview skills have become more important than ever with many people working remotely, as the dynamics of interviewing virtually are different than interviewing in person: 

Everything has changed in the last eight months, and if you want your business to thrive, you need to be in touch with your audience. I’ve found that actual interviews are so much more efficient than surveys. When you interview someone, you can understand the context a bit more and ask follow-up questions.

Storytelling

One evergreen challenge for market research professionals is communicating insights to stakeholders in a way that sticks and drives action. With researchers and stakeholders working remotely or in different locations, keeping stakeholders engaged and interested is more important than ever. Organizing data and research findings into meaningful stories is a great way to hold stakeholders’ attention and make an impact.

Bruce Harpham , Marketing Consultant, is getting serious about developing his storytelling skills.

I gather a lot of data, quantitative and qualitative, while working with clients. Without a story to organize all this data, it is nearly impossible to remember insights and improve.

To build his storytelling chops, Bruce is reading (Wired for Story: The Writer’s Guide to Using Brain Science to Hook Readers from the Very First Sentence by Lisa Cron) and writing (participating in National Novel Writing Month).

Activating Insight

In addition to conveying insights through stories, researchers can increase their influence by tailoring their insights delivery to stakeholders and getting creative with the formats of their presentations. 

Chris Martin, CMO at FlexMR , is considering the stakeholder’s perspective and says it will be vital, through 2021 and beyond, for research professionals to get better at activating insight.

The explosion of research and analysis technology of the past decade has given stakeholders access to an increasingly complex data landscape. Research professionals need to find new ways and new skills to help grow the influence of research conclusions.  Ensuring that findings have an impact on business decision making means competing for stakeholder attention in a competitive environment. Creativity, strategy and storytelling will all be essential components—applied in original and inventive ways to maximize stakeholder engagement.

Hopefully, 2021 will hold fewer surprises than this year, less disruption and urgent adaptation and more smooth sailing while we learn to leverage some of the skills and processes that emerged in 2020. But whatever 2021 has in store, developing the skills and areas of expertise above can help research professionals be agile and act as strategic advisors for their stakeholders. 

We see the future of market research as exciting as it’s ever been, and we want to thank the research and insights professionals who helped us take a look at what lies ahead.

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20 Technical Skills Every Marketer Needs

Published: December 26, 2022

Traditionally, the marketing field emphasized creative thinking over technical skills. But to build a successful career as a marketer today, you need more than a knack for pitching ideas and coming up with clever copy.

That's where technical skills come in. These skills are earned from experiences or education (think, data analysis, project management, and computer programming).

Now more than ever, employers are emphasizing skills over pedigree. LinkedIn data from the past year shows a 20% increase in managers who don't have a traditional four-year degree. This trend highlights the push toward skills-based hiring, which prioritizes a person's capabilities over their credentials.

Hiring for skill rather than a degree is a good step forward for all, and it's wise to leverage your strengths when going after a new role or promotion. That's why you want to make sure you have the right technical skills for your career path to stay competitive and advance in your career.

Let's walk through all you need to know about technical skills and which ones you should look to develop as a marketer.

What are technical skills?

Often known as hard skills , technical skills are easily defined and measured competencies you gain through training or education. They allow you to complete a job-specific task and often vary from one industry to another.

While technical skills are typically required for engineers, business analysts, mathematicians, and scientists, more industries than ever need employees with technical knowledge. In fact, Gartner found that 58% of the workforce needs new skills to successfully do their jobs. This is largely due to the digital transformation and massive increase in data, which requires people who can use technology to interpret data and take action to drive a company forward.

Before scrambling into a data analysis course, it's important to realize that there are dozens of technical skills that don't require you to become part marketer, part computer scientist. Let's take a look at the different types of skills so you know which are right for you.

Types of Technical Skills

With rapidly advancing technology, nearly every role requires some sort of technical skill. Here are several types you may come across in the marketing world.

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While the skills associated with creativity, negotiation, stress management, communication, and public speaking are usually considered " soft skills ," categories like technology and analytical thinking involve technical skills.

Similar to technical skills, soft skills are learned through experience or education. These skills are harder to measure, but you'll need them to communicate with your team, negotiate a project deadline, come up with creative ideas, and prioritize your workload.

For example, a project manager may have a positive attitude and excellent time management skills (both soft skills), but understanding the ins and outs of the company's CMS system (a technical skill) is crucial for timely deliverables and successful projects.

Here's an overview of the types of technical skills needed for different marketing roles.

Digital Media and Design

• Graphic design software (Adobe InDesign, Photoshop, Illustrator, After Effects, Premiere)
• Content management systems (CMS)
• Image and file management
• Content curation

Project Management

• Project management software (such as Asana, Trello, or ClickUp)
• Budget planning
• Risk management
• Project planning
• Task management

Marketing and Content Creation

• Data analysis
• Campaign management
• Interviewing
• Vendor management
• Copywriting
• Researching and reporting
• Digital ad management
• Social media marketing
• Content strategy

Technical Skills in the Workplace

Now that you know what type of technical skills apply to your field, how do you know which to develop? To understand which skills are most important for the future, LinkedIn performed a study to find the most in-demand skills —several of which apply to marketers.

Technical skills like analytical reasoning, affiliate marketing, and business analysis are essential to succeeding as a marketer. But you'll need more than those to build a thriving career. To understand the skills you need in the workplace, start by looking at job descriptions for positions you want now — and in the future.

Hiring managers often create a list of "required" and "recommended" skills they want candidates to have. Required skills are often the technical skills you need to perform the job well after you're hired, while recommended skills are capabilities the company is willing to help you develop through training.

Once you've scoured job descriptions and created a list of technical skills employers look for, it's also smart to talk with your manager about the skills you need to advance your career. They should be able to point you in the right direction for your individual development.

If you work for a supportive company, your manager may offer resources to help you work toward those skills. This could include stipends for books, courses, certifications, or schooling. Or it could mean putting you on projects that give you hands-on experience, like managing the budget for a social campaign or designing the visuals for the weekly email newsletter.

Technical skills in marketing vary by role, so it's important to do your research and consider your career path before asking your manager for help. If they don't know which direction you want to go, they won't be able to provide the specific skills you'll need to get there.

Look at the examples below to highlight the skills you already have and learn more about which ones you may need.

Examples of Technical Skills in the Workplace

• Graphic and web design (Adobe InDesign, Photoshop, Illustrator, After Effects, Premiere)
• UX/UI research and design
• Database management
• Interactive media management
• Usability testing
• Photography
• Content management systems (Notion, Asana, Monday, Trello, WordPress, Squarespace, Wix)
• HTML, CSS, Java, or other coding languages
• Data visualization
• Video and audio production
• Wireframing
• Prototyping
• Color theory
• User modeling
• Microsoft Office
• Google Suite
• Project management software
• Managing budgets
• Search engine optimization (SEO)
• Search engine marketing (SEM)
• Social media management
• Ad targeting
• Brand positioning and strategy
• Paid media management
• A/B testing
• Digital strategy
• Email marketing
• Web analytics
• Automation software
• Conversion rate optimization
• Omnichannel strategy
• Event planning
• Product management

Content Creation

• Technical writing
• UX copywriting
• SEO/SEM knowledge
• Content strategy and management
• Social media
• Demographics reporting
• Digital media testing
• Google Analytics
• Microsoft Excel and PowerPoint
• SQL and NoSQL
• Identifying key performance indicators
• Setting metrics benchmarks
• Linear algebra and calculus
• Data cleaning
• Working with APIs

Technical Skills to Put on a Resume

After scanning the above lists, you may have more technical skills than you realized. So which should make it on your resume?

You want to highlight the skills you already have, or can easily develop, that are most relevant to the position. Aim for a list of 10-20 skills with a mix of both soft and technical skills. Pay attention to the skills listed in the "required" section of a job description because listing those on your resume will make you a more competitive candidate.

If you have a unique technical skill for your field that an employer is looking for (say, you're a Social Media Manager and an Adobe InDesign whiz), bump it to the top of your skill list to make your resume stand out.

Keep in mind, certain skills are more in-demand than others. Here are the top 20 skills you should consider adding to your resume (if you have them), according to Indeed.

• Cloud computing
• Artificial intelligence
• Sales leadership
• Translation
• Mobile app development
• People management
• Video production
• Audio production
• SEO/SEM marketing
• Industrial design
• Collaboration
• Adaptability
• Time management
• Digital journalism

Of course, you don't want to oversell your capabilities. Make sure you actually have every skill listed on your resume. If a future employer catches you in a lie, that will be the end of your opportunity for landing the job — and it could tarnish your reputation for future roles as well.

Importance of Technical Skills

Marketing, especially digital marketing, revolves around data. The global marketing data market is projected to grow to $52.3 billion in 2021, with nearly 62% of senior industry experts using a data-sharing solution to support their teams' marketing and advertising efforts.

Marketers use data to connect with audiences, create innovative campaigns, convert people to customers, and keep buyers coming back. But leveraging data requires certain skills.

Having the sought-after technical skills lets you excel at your job and makes you a more competitive candidate for future roles. The more skills you have, the more opportunities you have to take on senior-level positions and earn a higher salary.

Consider the difference between the U.S. Bureau of Labor Statistics national wage estimates for Marketing Specialists versus Marketing Managers. Marketing Managers, who have considerably more experience and technical skills, make an estimated $80,500 more per year than Marketing Specialists.

The correlation between income and technical skills is also consistent with other industries. In 2021, the largest average salary premium in the North American technology industry was estimated to be nearly $24,969 for IT automation expertise, followed by AI and machine learning with $14,175, and fintech with $13,799.

Needless to say, learning technical skills is one way to boost your income. But it's not all you need for long-term career success.

Soft Skills vs. Technical Skills

Creativity, critical thinking, collaboration, problem-solving, and emotional intelligence are common soft skills, which are just as important as technical skills for landing a job and growing your career.

Whether you're a social media specialist or a digital media analyst, you'll need certain soft skills to complement your technical knowledge and get the job done. Each marketing role has its own requirements, so do the same research that you did for the technical skills. If you get stuck, consider if you have any of the following in-demand soft skills.

• Ability to meet deadlines
• Decision making
• Handling criticism
• Attention to detail
• Critical thinking
• Multitasking
• Organizational skills
• Prioritizing
• Problem-solving
• Working independently
• Working remotely
• Emotional intelligence

Technical Skills Over Time

Mastering the technical skills you need as a marketer is never done. Technology evolves, algorithms change, and new social media platforms pop up often.

To stay on top of your game, you have to keep your technical skills sharp. Use them as frequently as possible, and pick up new skills when needed. I've witnessed many situations where a junior marketing hire teaches a seasoned pro a thing or two about developing a social media strategy or how to reach a certain audience.

Honing your technical skills is a life-long process. So never assume you're safe to kick back and do well at your job without learning anything new. And when you do pick up a new skill or enhance a skill that you have, add it to your resume and LinkedIn profile.

Because for any role, employers want candidates who have the skills they need to do their job effectively and drive company growth.

Don't forget to share this post!

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Resume Worded   |  Resume Skills

Skill profile, market researcher, improve your resume's success rate by using these market researcher skills and keywords ..

• Hard Skills and Keywords for your Market Researcher Resume
• ATS Scan : Compare Your Resume To These Skills
• Sample Resume Templates
• How To Add Skills
• Market Researcher More Resume Templates

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Looking for keywords for a specific job search for your job title here., © 2024 resume worded. all rights reserved., market researcher resume keywords and skills (hard skills).

Here are the keywords and skills that appear most frequently on recent Market Researcher job postings. In other words, these are the most sought after skills by recruiters and hiring managers. Go to Sample Templates ↓ below to see how to include them on your resume. Remember that every job is different. Instead of including all keywords on your resume, identify those that are most relevant to the job you're applying to. Use the free Targeted Resume tool to help with this.

• Market Research
• Market Analysis
• Data Analysis
• Secondary Research
• Quantitative Research
•  Find out what your resume's missing
• Marketing Strategy
• Competitive Analysis
• Primary Research
• Qualitative Research
• Microsoft Access
• Market Intelligence
• Digital Marketing
• Business Development
• Online Research
• Lead Generation
• Strategic Planning

Resume Skills: Research & Analysis

• Data Collection
• Consumer Behavior
•  Match your resume to these skills

Resume Skills: Tools

• Google Analytics
• SurveyMonkey

Resume Skills: Statistical Techniques

• Regression Analysis
• Hypothesis Testing
• Chi-Square Test
• A/B Testing
• Correlation Analysis

Resume Skills: Languages

• Spanish (Fluent)

Resume Skills: Big Data Analytics

• Apache Spark

Resume Skills: Programming

Resume skills: machine learning.

• Scikit-learn

Resume Skills: Data Visualization

  Where on my resume do I add these buzzwords? Add keywords directly into your resume's work experiences , education or projects. Alternatively, you can also include a Skills section where you can list your technical skills in order of your proficiency. Only include these technical skills or keywords into your resume if you actually have experience with them.

   Does your resume contain all the right skills? Paste in your resume in the AI Resume Scan ↓ section below and get an instant score.

Compare Your Resume To These Market Researcher Skills (ATS Scan)

Paste your resume below and our AI will identify which keywords are missing from your resume from the list above (and what you need to include). Including the right keywords will help you get past Applicant Tracking Systems (i.e. resume screeners) which may scan your resume for keywords to see if you're a match for the job.

Sample Market Researcher Resume Examples: How To Include These Skills

Add keywords directly into your resume's work experiences , education or skills section , like we've shown in the examples below. use the examples below as inspiration..

  Where on my resume do I add these buzzwords? Add keywords directly into your resume's work experiences , education or projects. Only include these technical skills or keywords into your resume if you actually have experience with them.

How do I add skills to a Market Researcher resume?

Go through the Market Researcher posting you're applying to, and identify hard skills the company is looking for. For example, skills like Market Analysis, Market Research and Marketing Strategy are possible skills. These are skills you should try to include on your resume.

Add other common skills from your industry - such as Marketing, Data Analysis and Research - into your resume if they're relevant.

Incorporate skills - like Online Research, Lead Generation and Competitive Analysis - into your work experience too. This shows hiring managers that you have practical experience with these tools, techniques and skills.

Consider including a section in your resume dedicated to your research experience. On Market Researcher resumes, hiring managers want to see research projects which you led or where involved with, and their outcomes.

Try to add the exact job title, Market Researcher, somewhere into your resume to get past resume screeners. See the infographic for how to do this.

Word Cloud for Market Researcher Skills & Keywords

The following word cloud highlights the most popular keywords that appear on Market Researcher job descriptions. The bigger the word, the more frequently it shows up on employer's job postings. If you have experience with these keywords, include them on your resume.

Get your Resume Instantly Checked, For Free

Upload your resume and we'll spot the issues in it before an actual market researcher recruiter sees it. for free., market researcher resume templates.

Here are examples of proven resumes in related jobs and industries, approved by experienced hiring managers. Use them as inspiration when you're writing your own resume. You can even download and edit the resume template in Google Docs.

Resume Example Market Research Specialist / Market Researcher

An effective Description of the templates...

Download this resume template

Market research specialists will look at the data collected by market research analysts and provide useful insights and recommendations to a company’s decision-makers. Your tasks will therefore include report writing, strategy development, and account handling. This position requires a lot more interaction with the client so excellent communication skills are essential. You may also find yourself working with one or more market research analysts, so you will also need to be an effective leader and team member. A bachelor’s degree in market research, business, or a similar field is the minimum expectation. Some companies will require further education like a master’s degree or specific certification. Here is a strong market research specialist resume sample.

Tips on why this template works

   show career progression through promotions..

Showing recruiters career progression in the market research industry, indicates your level of commitment to the profession, your wealth of knowledge in the field, and your excellent track record as an employee.

   Highlight your language proficiencies.

As mentioned, you will be communicating with decision makers quite a bit, so being able to communicate in different languages is a huge advantage. This is especially true if you are applying to multi-national companies.

Resume Example Professional

This resume template is suitable for experienced hires or mid-level hires. The education contains two examples of an education experiences, but only include one (your most recent one) if you're a senior level employee.

   Makes great use of space

It strikes the right balance between white space and content, and doesn't waste space on unnecessary images and icons. Remember, recruiters aren't looking at how creative you are when it comes to your template. Your content is core and should be the focus.

   Strong resume bullet points

This job seeker uses resume bullet points that uses strong action verbs, and most importantly, contain numbers that demonstrate the significance of their accomplishments.

Resume Example Highlights (Free)

This template is clean, readable by resume screeners, and is effective at calling out key accomplishments and projects from specific work experiences. This would be useful if you have been at a company for a while, or been in a consulting-type of role, and want to point hiring managers to your most impressive accomplishments.

   Strong action verbs

Action verbs are important on your resume are vital. They evoke strong imagery to your reader, and this resume does an excellent job by using words such as “spearheaded,” “managed,” and “drove.” These words will help you to put your achievements in perspective, in conjunction with measurable results. Use action verbs relating to the skills you want to highlight.

   Specific examples of finished projects

Many of your accomplishments will involve your responsibilities in your employer's high-level projects. Recruiters want to see what you’ve completed in previous roles -- such as the Operations Improvement Project and new iPhone app launch highlighted in this resume. The numbers make your experience real, rather than a vague “oversaw several teams for a project.” What did you do specifically? Be specific.

Resume Example Modern Two-Column

This two column resume template has been designed and created in Google Docs, and puts an emphasis on a skills section. You can download it in Word, or edit it directly in Google Docs.

   Prioritize work experience, while including other key sections

The two-column in this Google Docs resume template prioritizes the work experience sections, while maximizing the content into the resume. Not all two column templates are ATS-compatible, but this one is when it is saved as PDF and passed through a resume screener.

   Includes a strong Skills section

Skills sections are a great way to include specific keywords and skills that you have, that haven't been included in other parts of your resume. This helps you get past resume screeners that scan your resume for specific keywords.

Resume Example Clean Modern

If you're a job seeker with a few years of experience under your belt, use a template like this one. It's simple, effective at highlighting our work experience, and minimizes the emphasis on the education section (the dates are omitted which is good to prevent ageism, especially if you graduated more than 10 years ago).

   Professionally-designed template

Minimal templates like this one are exactly what mid-to-senior level recruiters want to see - it shows professionalism, focuses on accomplishments, and makes full use of each page.

   Resume summary highlights key accomplishments

The first rule about including a resume summary is that it does not repeat accomplishments mentioned elsewhere on the resume. This resume stresses new software engineering and leadership skills right at the top of the resume, and includes an award too. If you include a summary, try to include a mix of both technical accomplishments (e.g. projects you developed or led), as well as career-related accomplishments (e.g. being promoted).

Resume Example Entry-Level (Free)

Use this Google Docs template if you're a student, recent graduate, or a career changer. Right out of college, you may not have much experience in the field. To supplement that, use your experience in clubs and activities, volunteering, projects, and useful coursework to help highlight your knowledge on the subject.

   Emphasis on education

If you're an entry-level job seeker that has recently completed education (or in the process of completing a degree), you should prioritize your education and include it first. This Google Docs template does this.

   University projects relevant to the job

If you're an entry level job seeker (or a career-changer), you may not have enough work experience to fill up your resume. This is where class projects and university projects come in. This template has a section dedicated to projects, which you can use to talk about volunteering, class projects, or personal projects relevant to the job.

What skills should you put on a Market Researcher resume?

Some popular Market Researcher hard skills are Market Research, Market Analysis, Data Analysis, Secondary Research, Marketing, Research, Quantitative Research and Marketing Strategy. Depending on the job you apply to, skills like Qualitative Research, Lead Generation, Management, Online Research and Competitive Analysis can also be good to include on your resume.

Target your Resume to a Job Description

While the keywords above are a good indication of what skills you need on your resume, you should try to find additional keywords that are specific to the job. To do this, use the free Targeted Resume tool. It analyzes the job you are applying to and finds the most important keywords you need on your resume. It is personalized to your resume, and is the best way to ensure your resume will pass the automated resume filters. Start targeting your resume

Most resumes get auto-rejected because of small, simple errors. These errors are easy to miss but can be costly in your job search. If you want to make sure your resume is error-free, upload it to Score My Resume for a free resume review. You'll get a score so you know where your resume stands, as well as actionable feedback to improve it. Get a free resume review

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The Most Important Research Skills (With Examples)

• What Are Hard Skills?
• What Are Technical Skills?
• What Are What Are Life Skills?
• What Are Social Media Skills Resume?
• What Are Administrative Skills?
• What Are Analytical Skills?
• What Are Research Skills?
• What Are Transferable Skills?
• What Are Microsoft Office Skills?
• What Are Clerical Skills?
• What Are Computer Skills?
• What Are Core Competencies?
• What Are Collaboration Skills?
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• How To Delegate

Find a Job You Really Want In

Research skills are the ability to find out accurate information on a topic. They include being able to determine the data you need, find and interpret those findings, and then explain that to others. Being able to do effective research is a beneficial skill in any profession, as data and research inform how businesses operate.

Whether you’re unsure of your research skills or are looking for ways to further improve them, then this article will cover important research skills and how to become even better at research.

Key Takeaways

Having strong research skills can help you understand your competitors, develop new processes, and build your professional skills in addition to aiding you in finding new customers and saving your company money.

Some of the most valuable research skills you can have include goal setting, data collection, and analyzing information from multiple sources.

You can and should put your research skills on your resume and highlight them in your job interviews.

What are research skills?

Why are research skills important, 12 of the most important research skills, how to improve your research skills, highlighting your research skills in a job interview, how to include research skills on your resume, resume examples showcasing research skills, research skills faqs.

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Research skills are the necessary tools to be able to find, compile, and interpret information in order to answer a question. Of course, there are several aspects to this. Researchers typically have to decide how to go about researching a problem — which for most people is internet research.

In addition, you need to be able to interpret the reliability of a source, put the information you find together in an organized and logical way, and be able to present your findings to others. That means that they’re comprised of both hard skills — knowing your subject and what’s true and what isn’t — and soft skills. You need to be able to interpret sources and communicate clearly.

Research skills are useful in any industry, and have applications in innovation, product development, competitor research, and many other areas. In addition, the skills used in researching aren’t only useful for research. Being able to interpret information is a necessary skill, as is being able to clearly explain your reasoning.

Research skills are used to:

Do competitor research. Knowing what your biggest competitors are up to is an essential part of any business. Researching what works for your competitors, what they’re doing better than you, and where you can improve your standing with the lowest resource expenditure are all essential if a company wants to remain functional.

Develop new processes and products. You don’t have to be involved in research and development to make improvements in how your team gets things done. Researching new processes that make your job (and those of your team) more efficient will be valued by any sensible employer.

Foster self-improvement. Folks who have a knack and passion for research are never content with doing things the same way they’ve always been done. Organizations need independent thinkers who will seek out their own answers and improve their skills as a matter of course. These employees will also pick up new technologies more easily.

Manage customer relationships. Being able to conduct research on your customer base is positively vital in virtually every industry. It’s hard to move products or sell services if you don’t know what people are interested in. Researching your customer base’s interests, needs, and pain points is a valuable responsibility.

Save money. Whether your company is launching a new product or just looking for ways to scale back its current spending, research is crucial for finding wasted resources and redirecting them to more deserving ends. Anyone who proactively researches ways that the company can save money will be highly appreciated by their employer.

Solve problems. Problem solving is a major part of a lot of careers, and research skills are instrumental in making sure your solution is effective. Finding out the cause of the problem and determining an effective solution both require accurate information, and research is the best way to obtain that — be it via the internet or by observation.

Determine reliable information. Being able to tell whether or not the information you receive seems accurate is a very valuable skill. While research skills won’t always guarantee that you’ll be able to tell the reliability of the information at first glance, it’ll prevent you from being too trusting. And it’ll give the tools to double-check .

Experienced researchers know that worthwhile investigation involves a variety of skills. Consider which research skills come naturally to you, and which you could work on more.

Data collection . When thinking about the research process, data collection is often the first thing that comes to mind. It is the nuts and bolts of research. How data is collected can be flexible.

For some purposes, simply gathering facts and information on the internet can fulfill your need. Others may require more direct and crowd-sourced research. Having experience in various methods of data collection can make your resume more impressive to recruiters.

Data collection methods include: Observation Interviews Questionnaires Experimentation Conducting focus groups

Analysis of information from different sources. Putting all your eggs in one source basket usually results in error and disappointment. One of the skills that good researchers always incorporate into their process is an abundance of sources. It’s also best practice to consider the reliability of these sources.

Are you reading about U.S. history on a conspiracy theorist’s blog post? Taking facts for a presentation from an anonymous Twitter account?

If you can’t determine the validity of the sources you’re using, it can compromise all of your research. That doesn’t mean just disregard anything on the internet but double-check your findings. In fact, quadruple-check. You can make your research even stronger by turning to references outside of the internet.

Examples of reliable information sources include: Published books Encyclopedias Magazines Databases Scholarly journals Newspapers Library catalogs

Finding information on the internet. While it can be beneficial to consulate alternative sources, strong internet research skills drive modern-day research.

One of the great things about the internet is how much information it contains, however, this comes with digging through a lot of garbage to get to the facts you need. The ability to efficiently use the vast database of knowledge that is on the internet without getting lost in the junk is very valuable to employers.

Internet research skills include: Source checking Searching relevant questions Exploring deeper than the first options Avoiding distraction Giving credit Organizing findings

Interviewing. Some research endeavors may require a more hands-on approach than just consulting internet sources. Being prepared with strong interviewing skills can be very helpful in the research process.

Interviews can be a useful research tactic to gain first-hand information and being able to manage a successful interview can greatly improve your research skills.

Interviewing skills involves: A plan of action Specific, pointed questions Respectfulness Considering the interview setting Actively Listening Taking notes Gratitude for participation

Report writing. Possessing skills in report writing can assist you in job and scholarly research. The overall purpose of a report in any context is to convey particular information to its audience.

Effective report writing is largely dependent on communication. Your boss, professor , or general reader should walk away completely understanding your findings and conclusions.

Report writing skills involve: Proper format Including a summary Focusing on your initial goal Creating an outline Proofreading Directness

Critical thinking. Critical thinking skills can aid you greatly throughout the research process, and as an employee in general. Critical thinking refers to your data analysis skills. When you’re in the throes of research, you need to be able to analyze your results and make logical decisions about your findings.

Critical thinking skills involve: Observation Analysis Assessing issues Problem-solving Creativity Communication

Planning and scheduling. Research is a work project like any other, and that means it requires a little forethought before starting. Creating a detailed outline map for the points you want to touch on in your research produces more organized results.

It also makes it much easier to manage your time. Planning and scheduling skills are important to employers because they indicate a prepared employee.

Planning and scheduling skills include: Setting objectives Identifying tasks Prioritizing Delegating if needed Vision Communication Clarity Time-management

Note-taking. Research involves sifting through and taking in lots of information. Taking exhaustive notes ensures that you will not neglect any findings later and allows you to communicate these results to your co-workers. Being able to take good notes helps summarize research.

Examples of note-taking skills include: Focus Organization Using short-hand Keeping your objective in mind Neatness Highlighting important points Reviewing notes afterward

Communication skills. Effective research requires being able to understand and process the information you receive, either written or spoken. That means that you need strong reading comprehension and writing skills — two major aspects of communication — as well as excellent listening skills.

Most research also involves showcasing your findings. This can be via a presentation. , report, chart, or Q&A. Whatever the case, you need to be able to communicate your findings in a way that educates your audience.

Communication skills include: Reading comprehension Writing Listening skills Presenting to an audience Creating graphs or charts Explaining in layman’s terms

Time management. We’re, unfortunately, only given 24 measly hours in a day. The ability to effectively manage this time is extremely powerful in a professional context. Hiring managers seek candidates who can accomplish goals in a given timeframe.

Strong time management skills mean that you can organize a plan for how to break down larger tasks in a project and complete them by a deadline. Developing your time management skills can greatly improve the productivity of your research.

Time management skills include: Scheduling Creating task outlines Strategic thinking Stress-management Delegation Communication Utilizing resources Setting realistic expectations Meeting deadlines

Using your network. While this doesn’t seem immediately relevant to research skills, remember that there are a lot of experts out there. Knowing what people’s areas of expertise and asking for help can be tremendously beneficial — especially if it’s a subject you’re unfamiliar with.

Your coworkers are going to have different areas of expertise than you do, and your network of people will as well. You may even know someone who knows someone who’s knowledgeable in the area you’re researching. Most people are happy to share their expertise, as it’s usually also an area of interest to them.

Networking involves: Remembering people’s areas of expertise Being willing to ask for help Communication Returning favors Making use of advice Asking for specific assistance

Attention to detail. Research is inherently precise. That means that you need to be attentive to the details, both in terms of the information you’re gathering, but also in where you got it from. Making errors in statistics can have a major impact on the interpretation of the data, not to mention that it’ll reflect poorly on you.

There are proper procedures for citing sources that you should follow. That means that your sources will be properly credited, preventing accusations of plagiarism. In addition, it means that others can make use of your research by returning to the original sources.

Attention to detail includes: Double checking statistics Taking notes Keeping track of your sources Staying organized Making sure graphs are accurate and representative Properly citing sources

As with many professional skills, research skills serve us in our day to day life. Any time you search for information on the internet, you’re doing research. That means that you’re practicing it outside of work as well. If you want to continue improving your research skills, both for professional and personal use, here are some tips to try.

Differentiate between source quality. A researcher is only as good as their worst source. Start paying attention to the quality of the sources you use, and be suspicious of everything your read until you check out the attributions and works cited.

Be critical and ask yourself about the author’s bias, where the author’s research aligns with the larger body of verified research in the field, and what publication sponsored or published the research.

Use multiple resources. When you can verify information from a multitude of sources, it becomes more and more credible. To bolster your faith in one source, see if you can find another source that agrees with it.

Don’t fall victim to confirmation bias. Confirmation bias is when a researcher expects a certain outcome and then goes to find data that supports this hypothesis. It can even go so far as disregarding anything that challenges the researcher’s initial hunch. Be prepared for surprising answers and keep an open mind.

Be open to the idea that you might not find a definitive answer. It’s best to be honest and say that you found no definitive answer instead of just confirming what you think your boss or coworkers expect or want to hear. Experts and good researchers are willing to say that they don’t know.

Stay organized. Being able to cite sources accurately and present all your findings is just as important as conducting the research itself. Start practicing good organizational skills , both on your devices and for any physical products you’re using.

Get specific as you go. There’s nothing wrong with starting your research in a general way. After all, it’s important to become familiar with the terminology and basic gist of the researcher’s findings before you dig down into all the minutia.

A job interview is itself a test of your research skills. You can expect questions on what you know about the company, the role, and your field or industry more generally. In order to give expert answers on all these topics, research is crucial.

Start by researching the company . Look into how they communicate with the public through social media, what their mission statement is, and how they describe their culture.

Pay close attention to the tone of their website. Is it hyper professional or more casual and fun-loving? All of these elements will help decide how best to sell yourself at the interview.

Next, research the role. Go beyond the job description and reach out to current employees working at your desired company and in your potential department. If you can find out what specific problems your future team is or will be facing, you’re sure to impress hiring managers and recruiters with your ability to research all the facts.

Finally, take time to research the job responsibilities you’re not as comfortable with. If you’re applying for a job that represents increased difficulty or entirely new tasks, it helps to come into the interview with at least a basic knowledge of what you’ll need to learn.

Research projects require dedication. Being committed is a valuable skill for hiring managers. Whether you’ve had research experience throughout education or a former job, including it properly can boost the success of your resume .

Consider how extensive your research background is. If you’ve worked on multiple, in-depth research projects, it might be best to include it as its own section. If you have less research experience, include it in the skills section .

Focus on your specific role in the research, as opposed to just the research itself. Try to quantify accomplishments to the best of your abilities. If you were put in charge of competitor research, for example, list that as one of the tasks you had in your career.

If it was a particular project, such as tracking the sale of women’s clothing at a tee-shirt company, you can say that you “directed analysis into women’s clothing sales statistics for a market research project.”

Ascertain how directly research skills relate to the job you’re applying for. How strongly you highlight your research skills should depend on the nature of the job the resume is for. If research looks to be a strong component of it, then showcase all of your experience.

If research looks to be tangential, then be sure to mention it — it’s a valuable skill — but don’t put it front and center.

Example #1: Academic Research

Simon Marks 767 Brighton Blvd. | Brooklyn, NY, 27368 | (683)-262-8883 | [email protected] Diligent and hardworking recent graduate seeking a position to develop professional experience and utilize research skills. B.A. in Biological Sciences from New York University. PROFESSIONAL EXPERIENCE Lixus Publishing , Brooklyn, NY Office Assistant- September 2018-present Scheduling and updating meetings Managing emails and phone calls Reading entries Worked on a science fiction campaign by researching target demographic Organizing calendars Promoted to office assistant after one year internship Mitch’s Burgers and Fries , Brooklyn, NY Restaurant Manager , June 2014-June 2018 Managed a team of five employees Responsible for coordinating the weekly schedule Hired and trained two employees Kept track of inventory Dealt with vendors Provided customer service Promoted to restaurant manager after two years as a waiter Awarded a $2.00/hr wage increase SKILLS Writing Scientific Research Data analysis Critical thinking Planning Communication RESEARCH Worked on an ecosystem biology project with responsibilities for algae collection and research (2019) Lead a group of freshmen in a research project looking into cell biology (2018) EDUCATION New York University Bachelors in Biological Sciences, September 2016-May 2020

Example #2: Professional Research

Angela Nichols 1111 Keller Dr. | San Francisco, CA | (663)-124-8827 |[email protected] Experienced and enthusiastic marketer with 7 years of professional experience. Seeking a position to apply my marketing and research knowledge. Skills in working on a team and flexibility. EXPERIENCE Apples amp; Oranges Marketing, San Francisco, CA Associate Marketer – April 2017-May 2020 Discuss marketing goals with clients Provide customer service Lead campaigns associated with women’s health Coordinating with a marketing team Quickly solving issues in service and managing conflict Awarded with two raises totaling $10,000 over three years Prestigious Marketing Company, San Francisco, CA Marketer – May 2014-April 2017 Working directly with clients Conducting market research into television streaming preferences Developing marketing campaigns related to television streaming services Report writing Analyzing campaign success statistics Promoted to Marketer from Junior Marketer after the first year Timberlake Public Relations, San Francisco, CA Public Relations Intern – September 2013–May 2014 Working cohesively with a large group of co-workers and supervisors Note-taking during meetings Running errands Managing email accounts Assisting in brainstorming Meeting work deadlines EDUCATION Golden Gate University, San Francisco, CA Bachelor of Arts in Marketing with a minor in Communications – September 2009 – May 2013 SKILLS Marketing Market research Record-keeping Teamwork Presentation. Flexibility

What research skills are important?

Goal-setting and data collection are important research skills. Additional important research skills include:

Using different sources to analyze information.

Finding information on the internet.

Interviewing sources.

Writing reports.

Critical thinking.

Planning and scheduling.

Note-taking.

Managing time.

How do you develop good research skills?

You develop good research skills by learning how to find information from multiple high-quality sources, by being wary of confirmation bias, and by starting broad and getting more specific as you go.

When you learn how to tell a reliable source from an unreliable one and get in the habit of finding multiple sources that back up a claim, you’ll have better quality research.

In addition, when you learn how to keep an open mind about what you’ll find, you’ll avoid falling into the trap of confirmation bias, and by staying organized and narrowing your focus as you go (rather than before you start), you’ll be able to gather quality information more efficiently.

What is the importance of research?

The importance of research is that it informs most decisions and strategies in a business. Whether it’s deciding which products to offer or creating a marketing strategy, research should be used in every part of a company.

Because of this, employers want employees who have strong research skills. They know that you’ll be able to put them to work bettering yourself and the organization as a whole.

Should you put research skills on your resume?

Yes, you should include research skills on your resume as they are an important professional skill. Where you include your research skills on your resume will depend on whether you have a lot of experience in research from a previous job or as part of getting your degree, or if you’ve just cultivated them on your own.

If your research skills are based on experience, you could put them down under the tasks you were expected to perform at the job in question. If not, then you should likely list it in your skills section.

University of the People – The Best Research Skills for Success

Association of Internet Research Specialists — What are Research Skills and Why Are They Important?

MasterClass — How to Improve Your Research Skills: 6 Research Tips

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Sky Ariella is a professional freelance writer, originally from New York. She has been featured on websites and online magazines covering topics in career, travel, and lifestyle. She received her BA in psychology from Hunter College.

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Marketing Research Skills for Success is an ongoing feature in foresight showcasing the unique skills and training needs to thrive in today’s industry. Inaugural bloggers to this section Miguel Huapaya Toledo and Tasnim Islam blog about their research and study on the skills needed for today’s entry-level researchers in  three blog posts. 

Required “Hard” Skills for Marketing Research Professionals

By Miguel Huapaya Toledo and Tasnim Islam

By definition, the word skill means the ability to do an activity or job well developed through training and experience (Cambridge Dictionary, n.d.), and research skills could be defined as the “ability to find an answer to a question or a solution to a problem” (Indeed, 2021a).

A study conducted by the Marketing Research & Business Intelligence (MRBI/ MRA)/ program at Algonquin College in cooperation with CRIC and CAIP determined the required skills that entry-level researchers should need in their first two years in the workplace . A survey of employers in the Canadian marketing research industry and community, and a survey of alumni of the MRBI program at Algonquin College, were conducted to reveal those skills.

In this first of three blog posts or articles for foresight ‘s skills for success series, we will share the results of the study in the following order. In this first article, we will discuss the “hard” skills that employers expect from entry-level employees fresh out of colleges or universities. In the second, we will focus on the “soft” skills or attributes that entry-level researchers need to succeed. In the third of the series, we will discuss the views of survey participants on how to improve “hard” and “soft” skill levels of entry-level researchers for success in the workplace.

The focus of this article is to discuss the “hard” skills that an entry-level marketing research professional is expected to have. Hard skills involve technical training that people know through their past or current experience (Indeed, 2021b).

Based on the CAIP competency framework , the study lists some “hard” (or technical) skills to measure 1) their level of importance in the workplace and 2) the level of employer or alumni satisfaction with recent graduates possessing those skills.

“Hard” skills used in the study: Writing reports in English; Writing reports in French; Creating PowerPoint-type charts; Creating data tables; Presenting to clients; Conducting basic statistical analyses; Conducting advanced statistical analyses; Data preparation; Moderating/supporting online focus groups; Creating dashboards; Writing/designing questionnaires; Writing/designing qualitative discussion guides; Designing research studies; Writing proposals for clients.

C onducting basic statistical analysis, creating PowerPoint charts and writing reports were the top three “hard” skills that employers considered to be important. In addition, at least 80% of employers also considered designing research studies and questionnaires, preparing raw data for analysis, creating data tables as important. Regarding employers’ satisfaction with graduates’ performance: 80% were satisfied with the students’ abilities in creating PowerPoint type chart, 70% with basic statistical analysis skills, and 60% with report writing, creating data tables, presentation, data preparation skills.

Table 1 also indicates low satisfaction with the more complex yet important hard skills such as writing proposals for clients , designing research studies, writing/designing qualitative discussion guides and conducting advanced statistical analysis potentially suggesting that these are not acquired through post-secondary education training programs but better obtained through on-the-job industry-experience that accumulates over time: for example, acquiring highly technical skills in creating dashboards .

According to the survey, more than 80% of alumni of the Algonquin College MRBI program identified w riting reports, creating PowerPoint-type charts, designing questionnaires, and creating data tables as essential skills for an entry-level researcher. In addition, conducting basic statistical analysis , designing qualitative discussion guides, preparing data for analysis, designing research studie s were other important skills to have. Regarding the satisfaction among alumni on their training received from their alma mater’s MRBI program: 100% were satisfied with presenting to clients and writing-designing questionnaires, followed by (between 70% and 85%) moderating focus groups, designing research studies and writing reports. Alumni expressed somewhat less satisfaction (but still exceeding 70%) with creating PowerPoint type charts and doing basic statistical analysis .

The takeaways for this article would be the list of “hard” skills that both alumni and employers stated as required in the marketing research industry, are:   creating PowerPoint-type charts, writing reports in English, designing questionnaires, creating data tables, conducting basic statistical analysis, and preparing data .

Methodology:

The study was conducted in cooperation with CRIC and CAIP , under the supervision of Algonquin College professors Nathaniel Stone and Todd Armstrong .

Survey of employers in the Canadian marketing research industry and community: Online survey with Survey Monkey; from June 1 st to June 21, 2021; 51 completed responses; Language: English and French.

Survey of alumni of the MRBI program: Online survey with Survey Monkey; from June 1 st to June 11, 2021; 30 completed responses; Language: English.

References:

Algonquin College (2021). Survey of alumni of the MRBI program and Survey of employers in the Canadian marketing research industry. https://algonquinlivecom-my.sharepoint.com/:b:/g/personal/huap0001_algonquinlive_com/EUbbZIUvO31JggGJxGqXGu4BbQuJDDfO2tG52DqxTvmBBg?e=SC24Yd

Cambridge Dictionary (n.d.). Meaning of Skill in English. Retrieved from: https://dictionary.cambridge.org/dictionary/english/skill

Indeed (2021a). Research skills: Definition and examples. Retrieved from: https://www.indeed.com/career-advice/career-development/research-skills

Indeed (2021b). Hard skills vs. Soft skills. Retrieved from: https://ca.indeed.com/career-advice/resumes-cover-letters/hard-skills

About the Authors:

Miguel Huapaya Toledo and Tasnim Islam are graduating students of the final semester of the Marketing Research & Business Intelligence (MRBI) program at Algonquin College and they have been working on several projects within the College.

If you liked this blog post, also stay tuned for CRIC’s upcoming webinar on August 24 “Careers in Marketing Research: Opportunities in the Coming Decade” featuring a range of perspectives and experts as they weigh in on the marketplace.