You’re starting a career in Market Research. What tools do you need to master first?

2 Data analysis tools

After collecting data, you need to be able to analyze it and extract meaningful insights. This requires a good understanding of statistics, data visualization, and reporting. You need to know how to use tools like Excel, SPSS, R, or Python to perform basic and advanced calculations, such as descriptive statistics, hypothesis testing, correlation, regression, and clustering. You also need to know how to use tools like Tableau, Power BI, or Google Data Studio to create and present charts, graphs, dashboards, and infographics that can communicate your findings effectively.

3 Market research software

Besides the general data collection and analysis tools, there are also some specific market research software that can help you perform specialized tasks, such as market segmentation, competitive analysis, customer satisfaction, brand awareness, and product testing. Some examples of these software are Qualtrics XM, SurveyGizmo, Nielsen, Kantar, or Gartner. These software can help you access and integrate data from various sources, such as online databases, social media, web analytics, or CRM systems. They can also help you apply advanced analytical techniques, such as conjoint analysis, sentiment analysis, or text mining.

4 Research design skills

Another important skill for a market researcher is to be able to design and execute a research project from start to finish. This involves defining the research problem, setting the research objectives and questions, selecting the research methods and tools, planning the budget and timeline, conducting the data collection and analysis, and presenting the results and recommendations. You need to be able to apply the principles of scientific research, such as validity, reliability, and generalizability. You also need to be able to adapt to different types of research, such as exploratory, descriptive, or causal.

5 Communication skills

Last but not least, a market researcher needs to have excellent communication skills, both written and verbal. You need to be able to communicate with different stakeholders, such as clients, managers, colleagues, and participants. You need to be able to listen actively, ask relevant questions, and provide constructive feedback. You also need to be able to write clear and concise reports, proposals, and summaries that can convey your research objectives, methods, findings, and implications. You also need to be able to deliver engaging and persuasive presentations that can showcase your data visualization and storytelling skills.