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The market research director develops and implements research tools for clients, advises on market research techniques and develops new methods. They confer with clients to assess their accomplishments, weaknesses, and objectives, and prepare proposals based on factors such as budget and survey type. Strong communication skills are essential, as is a bachelor’s degree in sales, marketing, public relations, advertising, mathematics, or statistics, and at least four years of experience in the field.
A market research director is the person tasked with developing and implementing research tools for clients looking to learn more about potential customers and how to effectively sell them more goods and services. He frequently advises them on how to use proven market research techniques and approaches to their best advantage. He also often develops new methods to meet specific customer needs.
When a company’s management seeks assistance from a market research firm, the director of market research usually instructs his team to confer with them to obtain as much information as possible to assess their accomplishments, weaknesses, and objectives. He often helps the team identify customer strengths and weaknesses and what needs to be learned in their target market to make their business more successful.
The market research methods presented for customer analysis typically depend on a variety of factors. The client’s budget is usually a primary concern. Other factors often include whether the survey is to be a one-off or recurring survey over a specified time period and whether it will be a national or international study. Deciding whether to conduct the survey in person, over the phone, or over the Internet is also an important decision.
Once these factors are determined, the research team prepares a proposal for the client. The market research manager traditionally presents the research proposal to the client for review. He explains the basis for his recommendations and addresses any questions or concerns the customer may have. If refinements are needed, the manager typically reworks the proposal with his team and re-presents it to the client.
To be successful in this position, the director of market research tends to be an excellent communicator. Your ability to accurately interpret your clients’ needs and goals and present them with a variety of workable solutions is important. As reports of project results are regularly required, your written communication skills should be as good as your oral ones.
Many of your research recommendations may be innovative or involve surveys that ask questions that, to the customer, may seem unrelated to the product or services available. In these cases, he is often required to explain complicated social and psychological research approaches to clients in simplified terms. Graciously answering questions about many different aspects of market research approaches is an advantage for a manager in this position.
A bachelor’s degree in sales, marketing, public relations or advertising is required to qualify to be a director of market research. Degrees in mathematics or statistics are also acceptable. At least four years of experience in the market research field is highly desirable for a director position.
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