I enjoy market research (focus groups, survey design, statistical analysis, discovery of insights, and recommending a strategy around the findings) – this is fun work, but it seems that this career is a dead end in terms of moving up to the executive level. It seems that other marketing jobs will tend to have more authority over market researchers (product managers, brand managers, etc.) Additionally, it seems that a market researcher could easily be pidgeon-holed in a marketing "support" position and have a hard time progressing up the corporate hierarchy as a result. However, I am thinking that a good researcher could use their expertise to run their own consultancy, which could be highly lucrative. Does anyone have any experience with this? Are my thoughts above accurate or inaccurate? Thanks!
April 7th, 2011
Career paths in Market Research – a dead end?
Posted in Product marketing 
Tags: brand managers, consultancy, corporate hierarchy, discovery, executive level, good researcher, hard time, insights, jobs, market research focus groups, market researcher, market researchers, marketing, product managers, research focus groups, statistical analysis, survey design
I think you are right on two counts. In a general marketing firm, it is easy for the market research person to be pigeonholed in a lower-level job and passed over for promotions. And even if you were promoted, it would be to a type of marketing that you do not enjoy as much.
However, there are firms that specialize in market research. And, someone owns and manages them!
Being a market research consultant is also an excellent career path. It allows you to work for yourself, and still do what you love. The secret here is to be good at marketing your own services, and to be above average in your abilities.
The other option is to look for a job with a firm that specializes in market research.
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