Research is about collecting data to create an informed picture surrounding a specific idea or ideas. The research will use a variety of methods to collect this data, depending on the format and type of data (qualitative, quantitative, or a mix) required for the project.
Use of a range of quantitative and qualitative research techniques, including; online communities, brand tracking studies, pre and post-campaign analysis, cross-media brand uplift studies, interviews (face to face and telephone), focus groups, surveys, workshops, and ethnographies.
Once the data is collected, programmes such as Excel and SQL are used to organise and structure it so it can be made into a useable format. Desk research tools are also used to provide market context and audience analysis e.g. TGI/YouGov brand tracking data, Hitwise search analysis, Mosaic analysis and geographical distribution data and mapping
Once all of the research has been conducted, the data has been collected and organised, it is then necessary to present the findings and recommendations to the relevant teams. Depending on how specialised the roles are within a business, a candidate such as a Research Manager may then look to generate actionable insight to share back to the wider business. However, in most cases, insight is a separate function which works very closely in conjunction with the research team to make use of the data they provide. Other pivotal parts of any research role include taking project briefs, creating project strategies and plans, proposal writing, and reporting.
To work in research, you must have fantastic project management and communication skills, be organised, personable and have the ability to juggle multiple priorities. Common routes into this profession are either securing an entry-level position or attaining a degree in a research lead vocation, such as psychology.