Market research analysts gather data to help organizations make decisions about products and services.

Market research analysts gather information from two broad areas:

• Consumer wants and needs
• Trends in industry and government purchases

The research methods used for each area are different. Market research analysts usually specialize in one area.

Consumer research

Analysts in consumer research consult with clients or managers. They find out what questions clients want the research to answer. They design their research and plan how to collect data.

Market research analysts use many tools to gather information. They design surveys that they send to people through mail, in person, or over the Internet. Analysts train assistants to gather information by telephone or in person. They show focus group participants new products or ad campaigns and get each person's response. Market research analysts who gather consumer data may specialize in advertising or sales.

Industry trends

Market research analysts who specialize in industrial trends analyze existing data, such as sales records. Analysts talk with company managers to gather inside data. They read trade journals to get an outsider's perspective. They make suggestions about what future trends might be, or how industries can attract new customers.

Research analysts supervise office workers who tally survey results. Once data is tallied, market research analysts analyze the findings. They use computerized statistical programs to calculate results. They interpret these results into language that their clients will understand.

Market research analysts present their findings and recommendations in written reports. They may present reports orally to company directors.

Some market research analysts conduct opinion polls to sample public attitudes on certain topics.