Job Roles

Learning Outcome 2 (U24): Understand the behaviours, skills and attributes necessary within the advertising industry

P4 (U24): Explain the behaviours and attributes required for a specific job role  (Group task done with Luka and Benji)

Market researcher

Attributes - Characteristics and qualities that one would possess

Personal attributes - Attribute for a person e.g. Determination, Hard-working, Loyal, Creative, Motivational, Leader

M2 (U24): Explain how personal behaviours and attributes affect career development opportunites within the media industry.

Market researchers communivate with large numbers of people from varying different backgrounds. In the advertising industry, they will meet members of the public in gathering information on target audiences, and present these findings back to senior employees - often in the form of a marketing and research analyst, or to the creative director of the company. Therefore, being personable and good with different types of people is vital for career progession and promotion.

Market researchers may be responsible for meeting clients and negotiating research projects; preparing briefs; briefing interviewers and other researchers; conducting surveys, either in the field, through focus groups or interviews; writing detailed reports; advising senior management.

Therefore, it is important that market reserachers are presentable. This might include wearing formal attire, and being well spoke, polite and courteous. They must be punctual to any appointments, whether with clients or with colleagues. They must have excellent communication skills, and be able to condense often complex findings into easily understandable briefs and reports.

This is an exisiting job opportunity for a market researcher from reed.co.uk in June 2019. This would represent an entry-level role, as the salary is relatively low at £16-17k per annum. The qualities cited in the ad are for somebody "enthusiastic and personable", suggesting that friendliness and energy are important in this role. The ad goes on to state that the role will involve "extracting information from different sources". This might involve telephone calls and emails with clients, as well as keeping the client database up to date. Therefore, having a good phone manner will be important for success in the role, as will the ability to write in formal English. Clearly, the market researcher will be part oif a team, because one of the requirements is to be a good team player. The ad also states that having a good attention to detail is important. This will likely involve dealing with lots of data, and being able to keep records maintained.

This job ad is also taken from June 2019, but this one from The Guardian jobs website. This website is very competitive, especially for media roles, so there would be many people going for a role like this. The job listed is for a digital marketing and research analyst, and would be a potential role that a market rsearcher might be promoted to. The salary is a lot higher, at £30,000 to £40,000. Being promoted to a role like this would require an excellent CV. Most companies these days look for experience as well as skill, so it is common for people to go from one job to another, rather than staying in the same company for many years. Therefore, the ability to intervew well, gain a good reputation is a short amount of time, and get an excelletnt reference, are all really important. Whereas the market researcher would liaise with clients and other members of the team, people in a senior role such as this would be reporting to senior executives on a regular basis. This ad states that the applicant will be required to "discuss and present your findings to senior managers". This suggests that success in the role will be based on a high degree of professionalism, and these qualities would be gained over many years through lots of experience.

The job also requires a lot of technical expertise, particulalrly with IT. One of the responsibilities in the digital marketing role is to maintain the company's wesbite. These skills would be acquired through years of experience also, and through initial study. It is important that the applicant would have a strong IT background, and would probably have a degree or equivalent in computing. This suggests a successful market researcher would have developed an interest in the role from an early age.