Webinar | Market Research

Introduction

This tutorial is designed to help you understand the essentials of market research as presented in the webinar hosted by UEH-ISB Channel. Whether you're aiming for a career in marketing or looking to refine your market research skills, this guide will provide you with actionable insights and steps to follow.

Step 1: Understand Market Research Fundamentals

• Familiarize yourself with the definition of market research, which involves gathering, analyzing, and interpreting information about a market, including information about the target audience.
• Recognize the importance of consumer insights in developing effective marketing strategies.
• Explore different methods to obtain consumer insights, such as surveys, interviews, focus groups, and observational research.

Step 2: Explore Market Research Roles and Responsibilities

• Research various roles within the market research field, such as Market Research Analyst, Data Analyst, and Consulting Lead.
• Understand the typical tasks and responsibilities associated with these positions:
  • Designing research projects
  • Collecting and analyzing data
  • Presenting findings to stakeholders
  • Making recommendations based on research insights

Step 3: Learn About Work Environments

• Investigate common work settings for market researchers, including:
  • Corporate environments
  • Research agencies
  • Consulting firms
• Understand the collaborative nature of the work, often involving cross-functional teams with marketing, sales, and product development departments.

Step 4: Review Recruitment Criteria

• Identify key skills and qualifications sought by employers in the market research field:
  • Strong analytical skills
  • Proficiency in statistical software (e.g., SPSS, SAS)
  • Excellent communication skills for presenting data
• Consider pursuing relevant education or certifications that can enhance your employability in this sector.

Step 5: Explore Career Prospects

• Research potential career paths within the market research industry, noting the opportunities for advancement.
• Look into the growth of the market research field and the increasing demand for data-driven insights in marketing strategies.
• Network with professionals in the industry or join relevant groups to stay informed about job openings and industry trends.

Step 6: Familiarize Yourself with NielsenIQ

• Gain insights into NielsenIQ, a leader in the global information and measurement sector.
• Understand how companies like NielsenIQ leverage data to help businesses make informed marketing decisions.
• Explore case studies or examples of how NielsenIQ has impacted market research practices.

Conclusion

Market research is a vital component of effective marketing strategy development. By understanding its fundamentals, roles, and recruitment criteria, you can better position yourself for a career in this field. Consider taking the next steps by pursuing relevant educational resources, gaining hands-on experience, and networking with industry professionals to enhance your career prospects in market research.