Skill Profile
Market Research
"Designing and running surveys, interviews or data analysis to gather evidence about customer needs, competitors or market conditions and turning that evidence into actionable findings."
YOUR SKILLS
Problems This Skill Solves
- Launching a product or campaign without evidence it meets a real need
- Misjudging the size or characteristics of a target audience
- Missing competitor moves or shifts in market conditions
- Decisions based on internal opinion rather than customer evidence
A big sample size guarantees good research.
A biased or poorly designed sample gives misleading results regardless of size.
Customers can accurately predict their own future behaviour.
Stated preference often diverges from actual behaviour, which is why researchers triangulate methods.
Research & Outlook
AI-assisted analysis is speeding up coding of qualitative data, but scrutiny is increasing around whether AI-generated insights reflect real customer behaviour.
See This Skill In Action
Watch a professional demonstrate Market Research in a real working environment — what it looks like, how it's applied, and why it matters.
Marketing / Commercial
Market Research
Also Known As
Growth Path
Runs a simple survey or set of interviews using a given template.
Designs full research studies and presents findings that inform decisions.
Sets research strategy across an organisation and advises leadership using mixed-method, statistically robust evidence.
How to Practise
- 1.Design and run a small survey on a real question, then analyse and present the findings
- 2.Conduct five structured customer interviews and synthesise themes
- 3.Compile a competitor analysis for a real or hypothetical market
- 4.Practise both quantitative and qualitative analysis methods
How to Prove
- ·A portfolio research report with methodology, findings and recommendations
- ·A recognised qualification such as Market Research Society Certificate
- ·Evidence a decision was changed based on your research findings