Market Research Interviewer

Introduction

Market research interviewers collect facts and opinions by interviewing the public or members of an organisation. They usually follow a set format, recording the answers on a questionnaire. Interviewing may take place face to face, by phone, email or questionnaire.

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Work Activities

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 increase sales.

Other organisations, such as local government or the Scottish 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 the royal family.

Market research interviewers collect information using questionnaires, sometimes on a laptop computer. 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.

Quite often, they work in shopping precincts, and approach people they think meet their criteria. Sometimes interviews are conducted by phone. Street and phone interviews tend to be fairly short. Questionnaires might be sent out by email to people who have agreed to take part.

For some types of research, interviewers visit people at home or hold group interviews (known as focus groups) which they have specially arranged. This may be for more in-depth interviews or for the introduction of new products for consumers to trial.

Interviewers must work to set procedures and avoid influencing interviewees. They may record answers word for word or by using codes.

Interviewers usually work in their local area. The work can be indoors or outdoors in all weathers.

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Personal Qualities and Skills

You need self-confidence to be a market research interviewer. A polite and friendly personality is also useful. You must be able to ask questions objectively. A clear voice and a good telephone manner are essential.

Listening skills and attention to detail are important. Market research interviewers need to record answers accurately and write down comments briefly and clearly.

You might also have to be persistent and persuasive from time to time. Market research interviewers need to be self-motivated and able to work without supervision. You need stamina to spend long periods on your feet.

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Pay and Opportunities

The pay rates given below are approximate.

Market research interviewers earn around £270 - £390 a week, rising to around £400 a week. Telephone interviewers earn around £9.00 an hour.

Many contracts are for short-term work. Interviewers may be able to decide which hours they work, but this depends on the assignment.

On weekdays the working day usually lasts around six hours. Telephone work is normally done in the evening and at weekends.

The Office for National Statistics (ONS) is the largest employer of interviewers (about 1000 nationwide, working from home). ONS offers permanent, part-time contracts.

Many interviewers work for market research agencies that are, in turn, commissioned to do research by a wide variety of organisations, such as manufacturers, large retailers and political organisations. Some of these organisations have their own market research departments.

There may be a small number of opportunities with independent research institutions. Most agencies are based around London but they employ interviewers throughout the UK.

Most employment opportunities for interviewers are irregular; they tend to be called on to do specific jobs, often at short notice.

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Adult Opportunities

It is illegal for any organisation to set age limits for entry to employment, education or training, unless they can show there is a real need to have these limits.

Some applicants have developed relevant skills by working in, for example, in sales or marketing. Skills might include dealing with the public, customer service and, especially, interview work.

The Market Research Society (MRS) offers online learning courses for new entrants.

• 65% of people in occupations such as market research interviewing work part-time.
• 16% have flexible hours.

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New Developments

This occupation may involve homeworking.  Find out more about Working from home.