In advertising market research executives find out information on customers and potential customer inorder to target them for an advertising campaign. In this position advertising market research executives must gather such information one of two ways. The first way is quantitative, research is based on numbers this way explores how many people behave, buy or think in a certain way. The second way advertising market research executive gather information is called qualitative research which involves fewer people, but asks more in-depth questions in an attempt to discover and understand why people behave, buy or think in a certain way. Typical in the advertising market research department the executives specialize in one researching process, qualitative or quantitative. The advertising market research executive after gathering the research will put together a plan on how to reach the specified consumer, they must analyze the results and make recommendations based on the analysis and present the result to the advertising client. The advertising market research executive will also design and organize surveys to ensure they collect the right data needed.
When working as an adverting market research executive you can expect to work full time, 40 hours a week. A qualitative researcher may need to be more flexible in work hours, because of the home visits with focus groups typically are on night and weekends. Whereas quantitative research is strictly office based.
In order to become an advertising market research executive you must possess excellent communications skills, have an analytical mind and be able to solve problems creatively, have people skills, mathematical and computer skills, and a genuine interest in people behavior and motivations. On most occasions an advertising market research executive will hold a degree, or have taken courses in human behavior and analysis which are very helpful. In some firms training is available to become and advertising market research executive.
