For private companies to be successful, they must provide a service or a product to the consumer. In order to make a profit companies must assess or predict what the consumers buying habits are. There are two schools of thought. Depending on the product the company must gauge and sometimes forecast what the quantities will be. Therefore it is not wise or economically profitable for companies to blindly promote their products. This means research and marketing. From target groups, personal quantitative reviews, or online surveys. The development of such strategies falls into the Qualitative and Quantitative Research Consultant. Whether new strategies are used for promoting products or proven methods are tested to pull a product away from the consumer, it starts with a trained Consultant in this field.
A Marketing Consultant’s first responsibility will be to determine the exact parameters of the market they will research. Then the consultant determines the target group for whom the products or services are promoted. It will then be the Marketing Consultant’s responsibility to find the right focus group. However there seems to be a misconception and disagreement in which method to use, the quantitative methods or qualitative method. There will be a solution with both however, the approach including the budget for each will determine the solution used. When qualifying a survey by using only the basic interpretations such as calculating percentages, this can effect the outcome drastically. Qualitative research is a technique that will uncover the behavior of a consumer rather than the quantity they buy. Why are they buying this item? What are there likes and dislikes? When budgets permit the focus group used can ultimately have the potential consumer a buyer for life. This method can be costly to the company but rewarding when public opinion of the product is based on quality and not quantity.
A Consultant will spend most days conducting surveys, writing questionnaires, analyzing the online reviews or traveling across the world to penetrate a new market. An analytical mind that enjoys Excel spread sheets and a long day at the office has its rewards. Understanding strategies and working in a competitive market is a crucial step towards a successful career. The demand for qualified and specialized Consultants in this industry is growing exponentially. There needs to be creative knowledgeable along with a strong work history if this is a desired field.
Marketing Research Consultant will make $85,000-$125,000 a year when working for a large firm. Eventually most successful Consultants open their own firm and contract to work with their previous employer on a Project basis A 4-year B.A. in business or public relations will allow the Consultant to learn the basics of how to think like a Consultant. The ability to read and decipher statistics while offering solutions is not an easy task however there is demand with new products and brands being introduced to the public every day.
