Research careers

What employers want

MRS estimates that the UK research, insight and analytics industry has a value of at least £7bn, a +40% uplift on the previous estimate of £5billion. This expanded industry is estimated to employ at least 64,000 workers in more than 4,000 enterprises.

Developing and retaining talent is a significant issue in the research sector with the rapid evolution of research methodologies, particularly with the rise of big data, AI, and advanced analytics. This requires professionals to possess both traditional research expertise and be able to understand the latest technical methods.  

There is a growing demand for qualified and commitment talent with cross-disciplinary skills. Researchers are now expected to understand not only research and analysis but also business strategy, digital tools, storytelling and behavioural insights.  

More on the employer perspective… here

The start of the career pathway

Most people entering the insights industry join in their early twenties. The majority are graduates, although a degree is not necessarily a pre-requisite for getting a job within the industry nor a barrier to career success.

The backgrounds and qualifications of people coming into the sector are varied. Applicants often include graduates who have studied:

• Marketing, Market Research or Business Administration
• Psychology or Sociology
• Mathematics/Statistics
• Data Science/Analytics
• Media studies

The employers we spoke with believe that key personal characteristics are as important as the qualifications. Employers look for these attributes r a successful career in insights and look for these in applicants:

• Curiosity about why people think and behave the way they do
• Strong collaboration and communication skills
• Analytical thinking ability
• An open, optimistic, growth mindset
• An interest in marketing/business

Some entrants stay within the sector for 1-3 years before taking their careers in a different direction - including teaching, social work and academia. However, the majority market researchers stay within the industry long term, building their knowledge and skills, and developing expertise within a specialism. Transfers from research agencies to research teams within client organisations are common at this level. Transfers in the other direction also occur but are rarer.

Reasons for progressing within the sector include:

• The promise of ongoing intellectual stimulation
• The diversity of learning opportunities available and the personal growth opportunities these provide
• The reward from combining a range of technical and soft skills

Getting qualified

To qualify for a career in research, insight and analytics, professionals need a blend of formal education, technical training and skills, and practical experience.  

1. Educational Background

• Bachelor’s Degree: Most entry-level positions in research require at least a bachelor’s degree in a relevant field. Some common degrees include: Marketing, Statistics and Mathematics, Economics, Behavourial Science, Social Science and Business/Finance.
• The Market Research Executive Apprenticeship - Officially launched in February 2022, the programme is an ideal entry route into the sector. On an apprenticeship programme you will learn to collect, analyse and interpret findings using qualitative and quantitative and digital and non-digital techniques
• Master’s Degree (Optional): Although not always necessary, advanced degrees such as a master’s in Market Research, Business Analytics, Data Science, or Statistics can help you stand out in the job market and prepare you for more specialised or senior roles.  

2. Technical Skills Development

Research relies heavily on methodologies whichever career path you choose there are core skills and knowledge you will need as well as specialist ones as you specialise in your chosen path

• Each pathway and their specialist skills… more here

4. Practical Experience

Hands-on experience is crucial for building a career in quantitative market research. Here’s how you can gain practical exposure:

• Internships: Look for internships at research agencies, consulting firms, or in-house research departments of companies. These positions provide valuable experience in data collection, analysis, and reporting.
• Entry-Level Jobs: Start with roles like junior market research analyst, data analyst, or research assistant. These positions allow you to assist senior researchers with quantitative studies, data analysis, and reporting.
• Join the &more network: Our specialist group for young researchers allows you to connect and learn from your peers, plus attend events, webinars, conferences and the odd party – often available for free!

5. Qualifications

Earning certifications can help you stand out in the competitive job market and demonstrate your expertise in quantitative research. Here are a few relevant certifications:

• Certificate in Market Research – this entry level qualification is paired with the Foundation Course in Market Research as the learning basis before taking the online Certificate in Market Research assessments.
• Advanced Certificate in Market Research: This year-long study qualification is the gold standard research qualification in the sector covering

7. Industry Involvement

• Join MRS: Becoming a member Market Research Society (MRS), gives you access to resources, professional development opportunities, and industry events.
• Attend Conferences: Participate in market research conferences such as the MRS Annual Conference and specialist conferences and webinars. These provide networking opportunities and exposure to the latest industry trends.
• Online Communities: Engage with online forums and LinkedIn groups focused on research techniques. Networking with professionals can also lead to job opportunities and help you stay informed about industry developments.

9. Soft Skills for Success

• Critical Thinking: Researchers must be able to interpret data and draw meaningful conclusions that impact business strategy.
• Problem-Solving: You’ll need to solve complex problems using data, identifying patterns and making recommendations based on your analysis.
• Communication: Strong communication skills are necessary for presenting findings to non-technical stakeholders. You should be able to explain complex data in a clear and actionable manner.
• Project Management: Managing multiple projects and deadlines is a key aspect of working in market research. Strong organizational skills will help you handle these responsibilities effectively.

Career progression within the industry

When people enter the insights industry, they tend to spend their first year as a trainee, getting to grips with the role of insights and how it can drive corporate success, understanding how the various MR disciplines contribute to this, and learning the day-to-day basics of the area they were recruited into.

After this grounding, some recruits continue within the function they entered but many switch to another stream. Switching is relatively easy at this stage since much of the knowledge and many of the skills gained in the first year are relevant across the whole industry. Young executives can decide which specialist area they are best suited to and move, if they find an opportunity to do so. Movement between specialisms is also possible at the Manager level, but harder as a Director.

• Project Managers sometimes move into qual or quant researcher roles but rarely the other way around.
• Qual and quant researchers sometimes switch between the two disciplines within their first year or have a dual role.
• Qual/quant researchers either remain generalists or develop expertise within a specialist area – including UX, Social Research, Trends, NPD, CX, Brand/Comms, Media.
• Some qual/quant researchers move into specialist roles within sales/marketing or content development.
• People within data processing, statistics and analytics roles also tend to move around within their first year or so, until they find the specialism best suited to them.