Most commonly reported Work Activities

•   Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
•   Analysing Data or Information Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
•   Interpreting the Meaning of Information for Others Translating or explaining what information means and how it can be used.
•   Processing Information Compiling, coding, categorising, calculating, tabulating, auditing, or verifying information or data.
•   Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
•   Making Decisions and Solving Problems Analysing information and evaluating results to choose the best solution and solve problems.
•   Organising, Planning, and Prioritising Work Developing specific goals and plans to prioritise, organise, and accomplish your work.
•   Communicating with Persons Outside Organisation Communicating with people outside the organisation, representing the organisation to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
•   Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
•   Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.

Working Life

Market research is usually carried out for manufacturers and advertisers who are interested in selling goods. The aim is to find out what people need, want, like and dislike. Companies can then produce the right goods and achieve maximum sales.  
 
Other organisations, such as central and local government, also use market research to find out what the public think about different subjects, for example, environmental policies or planning proposals. Opinion polls are a type of market research covering a range of subjects, from views on political/economic issues and likely voting behaviour, to level of support for European Union directives.  
 
Market research interviewers collect information using questionnaires. They ask questions, such as which brand names or advertising slogans interviewees recognise, which products they use, where they usually shop and whether they would try new types of goods.  
 
Market research interviewers usually have to interview a target number of people. This may be a random sample or a selected group, for example, people of a certain age and sex, or parents of young children. Sometimes they work in shopping precincts, and approach people they think meet their criteria. Sometimes interviews are conducted over the telephone. Street and telephone interviews tend to be fairly short. For some types of research, interviewers visit people at home.

Most commonly reported Work Tasks

• Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
• Collect and analyse data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
• Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.
• Measure and assess customer and employee satisfaction.
• Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
• Measure the effectiveness of marketing, advertising, and communications programmes and strategies.
• Seek and provide information to help companies determine their position in the marketplace.
• Forecast and track marketing and sales trends, analysing collected data.
• Gather data on competitors and analyse their prices, sales, and method of marketing and distribution.
• Monitor industry statistics and follow trends in trade literature.

Further Information

• Market Research Interviewer- from: N.C.S. [UK]
• Market researcher- from: GradIreland

This occupation is typically suited for people with the following Career Interests:

 Investigative

The Investigative person will usually find a particular area of science to be of interest. They are inclined toward intellectual and analytical activities and enjoy observation and theory. They may prefer thought to action, and enjoy the challenge of solving problems with sophiscticated technology. These types prefer mentally stimulating environments and often pay close attention to developments in their chosen field.

 Administrative

Administrative people are interested in work that offers security and a sense of being part of a larger process. They may be at their most productive under supervisors who give clear guidelines and while performing routine tasks in a methodical and reliable way.

They tend to enjoy clerical and most forms of office work, where they perform essential administrative duties. They often form the backbone of large and small organisations alike. They may enjoy being in charge of office filing systems, and using computers and other office equipment to keep things running smoothly. They usually like routine work hours and prefer comfortable indoor workplaces.

 Enterprising

Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.

This can be an entry role where a person has direct contact with the public to develop insights into consumer behaviour and support needs. Some firms recruit their Market Researchers from among those with previous advertising, public relations, or market research agency experience, while companies, which sell industrial products often, recruit their managers from among engineering or technical staff. However, there is an increasing tendency for firms to look for some formal qualifications in customer service, sales, and marketing.

Sample Education and Training Pathways
A number of courses are available throughout the country that focus on learning and skills that may be useful for this career. The examples and links below may guide you in your research. 

Further Education (FET)
Further Education & Training (FET) Courses are delivered by local ETBs, ranging in duration from several weeks up to 20 months. Courses are designed to meet the labour market needs and often include a large element of work experience.

Example search terms include: business, office admin, sales associate.

Search for FET Courses

PLC Courses (FET)
PLC courses are full-time courses, one or two years duration, with awards at Level 5 and 6 on the NFQ. They are offered nationally in Schools and Colleges of Further Education.

Example search terms include: business management, sales, marketing, commerce, PR.

Search for PLC Courses

Apprenticeships: 
Apprenticeships are structured work-based training programs that combine on-the-job training with classroom instruction. They run from 2 – 4 years and are open to individuals of all ages, including school leavers, those seeking a career change, and existing employees who wish to upskill.

Examples: Finance, Sales.

Search for Apprenticeships

Higher Education CAO (Undergraduate) 
Higher Education courses at Levels 6 to 8 on the NFQ, delivered in Universities and Technological Universities & Institutes. Courses run from 2 – 5 years and places are allocated on a points-based system, processed by the Central Application Office.

Example search terms include: business, commerce, marketing, PR.

Search for CAO Courses

Higher Education (Postgraduate)
Postgraduate courses are courses at Levels 9 and 10 on the NFQ and usually last 1 – 2 years full time, or longer if a PhD or part time. Entrants typically require an undergraduate award (Level 8).

Example search terms include: sales, business, management, PR.

Search for Postgraduate Courses

Salary Range (thousands per year)* €28k - €75k

Salaries vary based on employer, location, experience, duties, and role.

Data Source(s):
Azon/ Glassdoor/ Morgan McKinley/ Prosperity.ie/ Sigmar

Last Updated: July, 2024

Note: The following information relates to occupations that include: Buyers and procurement officers, Marketing associate professionals, Estate agents and auctioneers, Conference and exhibition managers and organisers, Property, housing and estate managers.

This information has been derived from the Solas National Skills Bulletin (2024).

Employment growth was above average for this occupation, having grown steadily between 2018 and 2021; employment levels have declined annually since (and by 3,000 in 2023). Online job adverts (Eurostat/CEDEFOP) were mainly for buyers and procurement officers. Approximately half of the new employment permits issued in 2023 were for the ICT sector (although the share in employment in this sector was small); roles included marketing executives, procurement and supply chain roles and account managers/strategists.

Difficult-to-fill vacancies in the Recruitment Agency Survey related to procurement and supply chain roles. Skills identified in the Spotlight on Skills data included bid preparation, procurement, and tender writing skills.

• Marketing Institute of Ireland (MII)

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