Understanding brands and consumers is a discipline that involves both great challenges and rewards. Although it has gained more visibility over the years, it remains an activity shrouded in a certain amount of suspicion among a significant portion of society. However, as we have noted in other posts on this blog, Market Research is also concerned with social development. Given this situation, there will be young people who are drawn to our field and have questions about what it takes to become a part of it.
Whether through professional options in the field or specializations within other university programs, there is already a clear idea of the profile expected of those interested in becoming market analysts. In honor of May 15th, the date on which Teachers’ Day is celebrated in Mexico, we have listed four characteristics that we believe someone interested in entering our sector and achieving a distinguished career in it should possess.
Curiosity. Understanding the decisions of companies and consumers demands a strong capacity for questioning everything. Nor should one fall into extremes. However, it is highly desirable that anyone interested in studying aspects such as the motivators and obstacles to consumption, using both qualitative and quantitative techniques, look beyond the surface and ask worthwhile questions in order to fully explore all the facets that describe a given phenomenon.
Attention to detail. We live in a fast-paced world that seems to focus on the broadest and most general points in pursuit of maximum efficiency and speed. However, this idea is accompanied by a series of biases and misconceptions. The butterfly effect is receiving increasing attention from market professionals. Just as in meteorology, reducing the precision of data leads to a more uncertain forecast, in market research, the goal is to understand and identify as many variables in detail as possible to best explain the behaviors of interest.
Tolerance for frustration. Our work can also be accompanied by a series of challenges that would cause most people to give up. Making the impossible possible is one of the expressions colloquially used to describe market research projects. And while it doesn’t go to extremes like asking to alleviate hunger or split the atom, market analysts must be able to remain calm in the face of unforeseen events to perform effectively and avoid jeopardizing their health.
Think outside the box. As we reach adulthood, we understand more deeply the joke that pits expectation against reality. Part of understanding how people make purchasing decisions involves designing a work plan. This plan includes the resources and time available to achieve a goal. However, in more than one market research study, random situations will arise that must be resolved in the most creative and cost-effective ways possible.
The requirements we mention here should be part of the characteristics of those who show interest in working in our field. Some can be developed during training or work experience, but in that case, career advancement can be much more difficult. Agencies in this field ensure they hire staff who meet, and in some cases exceed, these profile requirements to satisfy the needs of clients of all sizes.
At Acertiva, we understand this reality and take this responsibility seriously. We have a team of market analysts and strategic partners who will help you delve deeper into the key findings you’re looking for. We know that making business decisions can be very stressful, which is why we support you with market research thanks to our presence throughout Latin America. Contact us today. This first step could be the beginning of your next success story.
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