So you want to work in ...

So you want to work in ...

OK, so you may not have harboured a secret longing to become a market researcher ever since you were eight years old, but it's a career that has a lot going for it. And, no, it doesn't mean leading a life of daily rejection in a call centre. Market researchers collect data about specific target markets for clients; data about what people like, dislike, want, don't want, even how people act. They often have an area of specialism, so they might work in fashion or banking, advertising or public policy, and they work in project teams, liaising with suppliers and clients. We've done the fieldwork, the rest is up to you.

An employer says ...

Jenny Dickson, graduate programme manager, Ipsos Mori ipsosmori.com

Our main career for graduates is research. We've got a two-year graduate development programme and graduates start on £21,000. You need a minimum of a 2:1 degree in any subject. We're looking for people with an interest in human behaviour, and in finding out the answers to the questions our clients are going to ask us. A reasonable level of numeracy and an analytical mind are necessary for breaking down the research objective and interpreting data. At the recruitment stage, we look at emotional intelligence and interpersonal skills – we want people who understand the impact of their behaviour on others.

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Work experience isn't a requirement, but I am impressed when someone has done an industrial placement of a year or a few months rather than a week's internship here, there and everywhere. We look for evidence of a desire for hard work, so if you've been working at Starbucks throughout your degree, that impresses us.

The secret to a really good CV is an excellent cover letter. Highlight any research experience, be that work experience or at university, and pay attention to detail – we get a lot of mistakes and those CVs don't get past first post.

A tutor says ...

Dr David Pearson, programme director for BSc consumer behaviour and marketing, University of Readingreading.ac.uk

A quarter of our modules are psychology modules taught by psychologists, which is quite unique. We also cover the mainstream business spectrum, from economics to human resource management, marketing and mainstream management. We also do qualitative and quantitative research methods, and there is a one-year work placement. Our students have an incredible range of interests, from the fashion industry – the size-zero debate and what it means to society – through to sustainable consumption issues such as eco-labelling on white goods and the energy rating that we see on our fridges, and the extent to which that is meaningful to both the manufacturers and the customers.

The easiest way to stand out is through passion. Explore different subjects to find those areas that genuinely interest you, then you will naturally be enthusiastic and will naturally stand out. You also need work experience. We find that getting students engaged in industry through work placements, but also making sure their dissertations are linked in some way to society, is hugely valuable, and they become great conversation-starters at interviews with prospective employers.

A graduate says …

Libby Watkinson, graduate accounts executive at Hall & Partners hall-and-partners.com

I did French at Oxford and had translation as a fallback plan but it wasn't something I really wanted to do. When I started looking for a job, I saw lots of adverts for market research and thought it sounded really interesting. At careers fairs, it tends to just be banks and law firms, that kind of thing, and I wanted to do something different. Once I started going to interviews, I realised it was definitely something I wanted to do. I think it's the variation in the job; also there's a lot of innovation in the industry so there's always something to learn about, it's not at all stale.

I joined Hall & Partners in October. I work in the quantitative department, so a lot of it is survey design. The surveys go into the field, we monitor them, then when they come back we sift through the data. The ultimate goal is the presentation to our clients where we present the story of what's happening with their brand and their advertising. French has proven quite useful because we do a lot of international research. I feel passionate about this company – there's a great atmosphere, it's open and friendly.

Market research is definitely worth considering. It's not something I'd thought of but it's worked out fantastically for me.

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