Looking For The Inside Scoop

Long before computers and Web technology were established tools in market research, Carolyn Olson used a lot of shoe leather to survey people door-to-door.

"I was one of those people who learned the business from the ground-up," says Olson, a longtime industry veteran and founder of CJ Olson Marketing Research in Minneapolis.

In many respects, market researchers are the "eyes and ears" of companies, governments and other clients. Typically, market research analysts design questions or surveys for target audiences, seeking to uncover insights about products, services or issues. For example, researchers may conduct competitive analysis on a client's pricing, marketing, sales or distribution strategies, review key trends for statistical or demographic clues that affect business operations, or assess consumer buying habits, purchasing power or decision-making.

According to the U.S. Department of Labor, there were 261,000 people employed in the market research field during 2006, earning a median salary of $58,820. While virtually all new hires are required to hold at least a bachelor's degree, Olson says natural curiosity and an ability to connect with people are also vital for account sales and other public contact roles.

In addition to the more visible market research roles, such as phone interviewers or focus group moderators, most firms also have staff that write surveys, process data and interpret results. Those positions often require workers with well-defined analytical or technical skills, with formal training in disciplines such as computer science and statistics.

Strong growth prospects

In a slow economy, market research often flourishes since clients are constantly looking to validate areas of competitive advantage. In fact, the Labor Department projects that employment in this profession will grow 20 percent between now and 2016 - a rate faster than average for all occupations.

Brett Pyrtle is a writer and communications consultant based in St. Paul.