What makes a good market researcher? Eye on the Market

What makes a good market researcher?

byEileen Conlan

Digital Marketing Specialist

Market ResearchMarketing research is a key element within the total field of marketing information. It links the consumer, customer and public to the marketer through information which is used to identify and define marketing opportunities and problems; to generate, refine and evaluate marketing actions; and to improve understanding of marketing as a process and the ways in which specific marketing activities can be made more effective.

(European Society for Opinion and Marketing Research, 2014)

Can anyone be a good market researcher?

The Successful Market Researcher:

• Can communicate effectively;• Has a thirst for knowledge;• Knows when to probe;• Can think outside the box;• Can reflect & generate insights on knowledge gained;• Can apply logical reasoning;• Can be innovative,• Can multi-task.

* Please note this list is not exhaustive .

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References• The European Society for Opinion and Market Research [accessed online] http://www.esomar.org/ September, 2014