Market research executives advise clients on how to best use market research data to understand peoples' views on consumer products and a wide range of issues. A market research executive collects and analyses data to assess public opinion on the quality of consumer goods or on matters of interest. They normally work for government departments, advertising agencies and private businesses.

ANZSCO ID: 225112
  
Alternative names: Director of Market Research
  
Knowledge, skills and attributes

To become a market research executive, you would need:

• excellent numeracy skills

• good IT and specialist software skills and understanding of statistical data

• report writing skills

• accuracy and attention to detail.
  

 

Did You Know? The market research process consists of six discrete stages or steps: Step 1 - Articulate the research problem and objectives Step 2 - Develop the overall research plan Step 3 – Collect the data or information Step 4 – Analyze the data or information Step 5 – Present or disseminate the findings Step 6 – Use the findings to make the decision (Source: The Balance) (Source: The Balance)

Duties and Tasks

As a market research executive, you would:

• meet with clients to understand what information they need

• propose market research strategies to meet clients' needs

• prepare briefs and commission research

• brief interviewers and researchers

• liaising with and manage survey staff

• manage project budgets

• moderate focus groups

• monitor the progress of research projects

• analyse and interpret data to identify patterns and solutions

• make predictions on market trends and developments

• write detailed reports on the outcomes of research for clients and management

• advise clients or senior management on how to best use research findings.

Working conditions

As a market research executive you would usually work a standard number of hours per week. Depending on the type of research you do, you may work standard office hours or you may work evenings and weekends seeing clients and moderating focus groups.

The majority of market researcher executives are employed by marketing or market research agencies that carry out projects for different companies and industries.You would usually be office based with some travel to clients or when moderating focus groups.

 

Education and training/entrance requirements

You would become a market researcher by completing a degree in business, management or commerce with a major in marketing or market research. A degree in other relevant subjects such as statistics, sociology or economics may also be appropriate. To get into these courses you usually need to gain your senior secondary school certificate or equivalent. English and mathematics are appropriate subjects to study prior to university.

Graduates of marketing courses may qualify for membership of the Australian Marketing Institute or Australian Market and Social Research Society.

Employment Opportunities
  

Employment of market research executives is projected to grow much faster than the average for all occupations.

Employment growth will be driven by an increased use of data and market research across all industries, to understand the needs and wants of customers, and to measure the effectiveness of marketing and business strategies.

 

Market research interviewers use a set of prepared questions to interview people and gather data. A market research interviewer asks people their opinion on a range of topics; this could be on the quality or popularity of consumer goods, or on matters of public interest. They collect the answers and pass these on to companies and organisations to use.
  

ANZSCO ID: 5615

Alternative names: Market Field Interviewer,

Knowledge, skills and attributes

To become a market research interviewer, you would need:

• an approachable and polite manner

• excellent communication skills and knowledge of the English language

• a friendly persuasive attitude

• good listening skills

• the ability to get on with a wide range of people

• accuracy and attention to detail

(Source: Hap Market Research Solutions)

Duties and Tasks

As a market research interviewer, you would:

• meet with management or clients to understand the aim of the project

• approach people by phone, home visits or on the street

• explain what the research is for and how it will be used

• ask the set questions and note the answers in detail

• interview your target number of people

• approaching people individually or in groups (focus groups)

• approaching people on the street, by telephone, by email, at home or at work

• explaining to people you interview what the information will be used for

• asking people questions from a list and noting down their answers

• asking people to complete a questionnaire

• recording the information on paper, on computer or on video

• helping to prepare questionnaires and to analyse the results

• using the internet to do any necessary homework beforehand

• in some jobs, encouraging people to buy a particular product

• organise the results and pass them back to the market research organisation.

Market research topics include:

Consumer attitudes – opinions on price, quality, after sales service and availability of goods and services. Assessing, for example, the popularity of television programmes or loyalty to a particular brand of butter. Predicting the future success of new products.

Specialist trends – such as the machinery and raw materials which factories buy in, or the medicines which doctors choose to prescribe.

Social trends – opinion on issues such as politics, unemployment, crime rates, race and sex discrimination, sources of energy, health and housing.

Working conditions

Market research interviews tend to work part-time or on temporary short-term contracts. The hours generally include evening and weekend work.

You would work in the street or other public spaces interviewing people, going door-to-door, or in a call centre or from home using a telephone. When working outdoors, you would be walking and standing for long periods, and in all types of weather.

Education and training/entrance requirements

No formal qualifications are required to become a market research interviewer. You would receive some training on the job. Your personality and communication skills would be very important in securing a role.

  
Employment Opportunities

Employment of market research interviewers is projected to grow much faster than the average for all occupations.

Employment growth will be driven by an increase in collection, and subsequent use, of data and market research across all industries, to understand the needs and wants of customers, and to measure the effectiveness of marketing and business strategies.

 

 

Every business, regardless of whether it offers goods or services, needs to set a price. Pricing analysts help determine what prices to set and whether current rates need adjustment. The cost of goods and services impacts audience reach and profit, making it an important part of doing business. Pricing analysts understand business trends and market values for the products and services their organizations offer. This role is essential for the success of many businesses. When a business sets the price too low, it won’t make enough profit. When it sets the price too high, it can’t maintain a consumer base.

Pricing analysts attempt to set a fair but competitive price for a business’s goods or services. Some pricing analysts work as contractors on specific projects, but many are full-time employees with a strong grasp of an organization’s operations. In addition to understanding the business on a high level, an in-house pricing analyst understands the company’s consumer base and suite of products and services, including upcoming releases and past successes and failures.

Finding the best price for a product or service isn’t just a shot in the dark. Pricing analysts conduct research to learn the history of the product and previous market trends. Once they have set a price, they communicate with company stakeholders and track the sales of the product or service over time, making changes to the price as necessary to maximize profit.

Pricing analysts interpret market trends, manufacturing costs, and competitor behaviour to set prices for goods and services. Pricing analysts conduct research to learn the history of the product and previous market trends. Once they have set a price, they communicate with company stakeholders and track the sales of the product or service over time, making changes to the price as necessary to maximize profit.

  
ANZSCO ID: 225113
  
Alternative names: Pricing Consultant, Pricing Specialist,
  
Knowledge, skills and attributes

To become a pricing analyst, you would need:

• excellent maths and computer skills

• the ability to analyse and interpret statistics and other data

• good spoken and written communication skills

• creative ability to make data interesting for people who aren’t experts

• problem-solving skills

• accuracy and strong attention to detail.

(Source: Maryville University)

 

Duties and Tasks

As a pricing analyst, you would:

• analyse manufacturing prices and breakdown of costs

• monitor and forecast marketing and sales trends

• understand detailed changes in the market in relation to costs, competitors and legislation

• use relevant statistical software to analyse the data

• review existing pricing contracts

• convert complex data and findings into easy-to-read tables, graphs, and written reports

• ensure integrity and quality of pricing data.

Working conditions

In a full-time role as a pricing analyst, you would work a standard number of hours per week, with necessary overtime to meet project deadlines.

The majority of pricing analysts are employed by large consumer goods or financial services businesses or market research agencies that carry out projects for different companies and industries.You would usually be based in an office with occasional travel to client meetings.

Education and training/entrance requirements

Pricing analysts typically complete a degree in market research, or in business, management or commerce with a major in marketing. A degree in other relevant subjects such as statistics, sociology, maths or economics may also be appropriate. To get into these courses you usually need to gain your senior secondary school certificate or equivalent. English and mathematics are appropriate subjects to study prior to university.

Graduates of marketing courses may qualify for membership of the Australian Marketing Institute or Australian Market and Social Research Society.

Employment Opportunities

Employment of pricing analysts is projected to grow faster than the average for all occupations.

Employment growth will be driven by an increased use of data and market research across all industries, to create more accurate pricing structures, and to measure the effectiveness of marketing and business strategies against product pricing.

 

 

 

 

 

A company's brand strategist studies the market and creates a plan to influence their target audience's opinions and buying decisions. They use written, verbal and visual methods to describe and portray the brand to potential customers. They want their product or service to be the solution to their ideal customer's problem. A brand strategist's goal is to gain their audience's approval and trust so they ultimately recommend or buy the company's product or service.

At the heart of brand development, Brand Strategists are responsible for crafting and executing strategies that enhance brand perception and engagement. They work closely with marketing and creative teams to ensure brand consistency across all channels.

Brand Strategy is a multifaceted discipline that encompasses a variety of job titles, each with its distinct focus on building and maintaining a brand's identity, reputation, and market position.

 

(Source: Creative Boost)

 

ANZSCO ID: 225112
  
Alternative names: Brand Specialist, Brand Manager, Brand Director, Marketing Strategist,  Strategy Director
   
Specialisations:

• Junior Brand Strategist: An introductory role for individuals starting in the brand strategy field. Junior Brand Strategists support the brand team by conducting market research, analyzing consumer trends, and contributing to creative branding initiatives.

• Senior Brand Strategist: With more experience, Senior Brand Strategists take on larger projects and may lead brand campaigns. They analyze market data to refine branding efforts and often have a hand in shaping the brand's long-term strategy.

• Brand Manager: Brand Managers oversee the practical application of brand strategies, ensuring that all marketing efforts align with the brand's identity and goals. They manage branding campaigns and collaborate with different departments to maintain brand coherence.

• Director of Brand Strategy: A senior leadership position, the Director of Brand Strategy guides the brand's strategic vision. They lead a team of strategists and work with executive management to integrate the brand's essence across the company's initiatives.

• Chief Brand Officer (CBO): An executive role, the Chief Brand Officer holds ultimate responsibility for a brand's image, experience, and promise. CBOs drive the overarching brand strategy, making key decisions that affect the company's market positioning and reputation.
  

How to create a great brand name | Jonathan Bell - TED Archive (2016 - still a good video)
https://youtu.be/rzbXht7MJVM?si=hz7w3AR4SIwGRVF8

 

Knowledge, skills and attributes

• As a brand strategist, you give direction to the teams you collaborate with on a campaign, including graphic designers, art directors, copywriters, content managers and creative agencies. Develop leadership skills so you can delegate tasks to the right people and manage teams effectively.

• Degree holder in marketing, communication, business, branding, or a related field

• Experience of dealing with clients

• Work experience as a brand strategist

• Strong research skills

• Analytics and problem-solving mindset

• Excellent presentation skills

• Strategic thinker

• Storytelling ability
  

(Source: SimpliLearn)

Duties and Tasks

A brand strategist creates brand messaging and makes sure it is consistent across all mediums and platforms. Their job responsibilities might include:

• Researching current market trends and predicting future trends that might affect their product or service's success

• Analyzing market data, customer feedback and survey responses to develop a marketing plan

• Researching effective brand names for new products or services

• Rebranding existing products or services

• Performing target audience research

• Brand positioning, which involves defining the benefits the target audience thinks of when they hear the brand's name

• Creating buyer personas, which are descriptions of the company's ideal customer that include their age, lifestyle, personality, goals, needs and challenges

• Doing audits every year or two to assess the brand's status in the market and ways to strengthen it

• Creating brand architecture, which includes the logo, messaging, creative materials and marketing campaigns

• Creating brand stories that tell customers about a product or service and try to form an emotional connection with them

• Overseeing the production of all brand creative—advertisements, presentations, catalogues, sales sheets, social media campaigns, blogs, testimonials —and ensuring they have a consistent tone and message

• Writing consistent content for marketing materials

• Doing research to identify competitors and their products' strengths or weaknesses
  

Did You Know? Read the following about Australian "Vegemite", its changes in name, and how the brand strategist used the war effort to promote this product. The following information is taken directly from The Conversation 10 July 2023 Vegemite first hit Australian supermarket shelves in 1923, but it took a while to find its feet. Indeed, the now classic spread may have failed into obscurity as “Parwill” if not for a very clever advertising campaign in the second world war. Vegemite has German U-boats to thank for its invention. When the first world war began in 1914, Australians were big fans of Marmite, the British yeast extract spread. As the Germans began sinking ships full of British supplies to Australia, Marmite disappeared from the shelves. Due to the conditions of its patent, Marmite could only be manufactured in Britain. As a result, there was a gap in the market for a yeast spread. Fred Walker, who produced canned foods, hired food scientist Cyril P. Callister to create a homegrown yeast spread using brewer’s yeast from the Carlton Brewery. Callister’s experiments produced a thicker, stronger spread than the original Marmite. Callister’s inclusion of vegetable extracts to improve the flavour would give the spread its name, Vegemite, chosen by Walker’s daughter from competition entries. Australians were wary of Vegemite when it first appeared on grocery shelves, perhaps due to brand loyalty to Marmite. To try and combat this, Walker renamed Vegemite “Parwill” in 1928 as a play on Marmite: “if Ma might, Pa will”. This rebrand was short-lived. Australians were not any more interested in Parwill than they were in Vegemite. A nutritious food replacement In the 1930s, Walker hired American advertiser J. Walter Thompson. Thompson began offering free samples of Vegemite with purchases of other Kraft-Walker products, including the popular Kraft cheese. Kraft-Walker also ran limerick competitions to advertise Vegemite. Entrants would write the final line of a limerick to enter into the draw to win a brand new car. It would take another world war, however, before Vegemite became part of Australian national identity. The second world war also disrupted shipping supply routes. With other foodstuffs hard to come by, Vegemite was marketed as a nutritious replacement for many foods. One 1945 advertisement read: If you are one of those who don’t need Vegemite medicinally, the thousands of invalids and babies are asking you to deny yourself of it for the time being. With its long shelf life and high levels of B-vitamins, the Department of Supply also saw the advantages of Vegemite. The department began buying Vegemite in bulk and including it in ration kits sent to soldiers on the front lines. Due to this demand, Kraft-Walker foods rationed the Vegemite available to civilians. Yet the brand increased advertisements. Consumers were told Vegemite was limited because it was in demand for Australian troops due to its incredible health benefits. A great example of a Brand Strategist! Interested in the story of Vegemite and Dr Cyril Callister? Click here.

 

 

Working conditions

Brand strategists usually report to a brand manager or marketing director. Depending on the size of the company, they might work closely with the marketing team, advertising or sales department, copywriters, graphic designers, agencies and video producers. Brand strategists spend most of their time working in an office and might travel to photo or video shoots to make sure they deliver a consistent brand message.

Tools and technologies

Brand strategists should have basic computer skills such as how to use desktop, spreadsheet and presentation programs. If they work closely with the design team, they might also use creative and photo editing software. Brand strategists should have a strong understanding of how various social media platforms work. They should also learn marketing technologies such as analytics programs, content management systems and customer relationship management systems.

Digital marketing is an increasingly important part of branding and sales. Brand Strategists need to research and know digital marketing concepts and practices such as SEO, SEM, website design and optimization, email marketing, social media campaigns, online advertising and metrics analysis.

Education and training/entrance requirements
  
Nearly all brand strategist positions require candidates to have a four-year bachelor's degree. Degrees that can give brand strategists the education and background they need to start their careers include English, marketing, psychology, business, design, economics and communications. These programs give you a good foundation in areas such as writing, analysis, strategy and research.

Employment Opportunities

 

How Apple and Nike have branded your brain | Your Brain on Money | Big Think
https://youtu.be/4eIDBV4Mpek?si=oZFwcbQ6lU01D7vj

 

 

 

 

 

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​Material sourced from
Jobs & Skills WA [Market Research Analyst; ]
CareersOnline [Market Researcher; ]
Maryville University [Pricing Analyst;]
Web Archive Only - CareerHQ [Market Research Analyst; Market Research Executive; Market Research Interviewer, Pricing Analyst; ]
Teal HQ [Brand Strategist; ]
Indeed [Brand Strategist; ]
Simplilearn [Brand Strategist; ]
Your Career [Market Research Analyst; ]