As Junior Editor over at Significant Insights, I’ve been working with the Social Research Association to answer some of the biggest questions surrounding careers in social and market research. Interviewing some incredible talent across the sector, I've pulled together answers to “What is social research?”, “Why would I want a career as a researcher?” and “How exactly do I get there?”.
Here’s a word from founder James Endersby, CEO of Opinium and Chair of the Market Research Society about Significan Insights: “a global platform where our young researchers from all backgrounds, those on their way up, and bright minds from outside the sector, are able to access the secrets to success currently bottled up inside the minds of our colleagues around the world”.
What?
A simple definition of market and social research is that it is a tool for decision-making. Under this simple umbrella definition is a world of organisations, methods and careers as diverse as the world they seek to make sense of. From packaging design to economic policy, social and market research is relied on by a host of organisations, businesses and governments, and also plays a huge role in the day-to-day lives of individuals.
Almost every interaction you have with a product, service or government policy would have likely been set in motion by a team of researchers working to answer questions like ‘how do we reverse this downturn in sales?’, ‘how can our packaging appeal more to this target market?’ and ‘what policies can help reduce vaping uptake in our young people?’.
Why?
But WHY social research? Libby Eastwood will tell you that there are so many jobs in the research sector that it can be hard to choose. This is one of the great things about market and social research, there’s just so much to do!
I’ve been within the world of research since the beginning of my career, but each job I’ve had has been in a different area of research, and the size of companies has varied from massive household name organisations to tiny consultancies that feel like a family. I’ve always been a curious person, so it’s partly been a case of wanting to try everything out but also that, as I’ve gained more experience, I’ve gradually worked out the things which are most important to me - Libby Eastwood, Insight Lead at UKHSA
Deputy Leader at the London Borough of Lambeth, Rezina Chowdhury, says that the best part about social research for her is the good that comes from her work, Good research insights lead to good policies which in turn have positive impacts on day to day lives.
For example, as an apprentice in Government Social Research (one way you can begin your career as a researcher!) you can help government understand the biggest issues facing society, working across the country on policy delivery.
Stephen Lavery, Senior Impact and Insights Manager at The Earthshot Prize (and recipient of the MRS Award for Social Impact) - the most prestigious environmental prize in the world - says that a role in research is just as interesting as it is diverse, and that helping organisations respond to global challenges like climate change is one of the many impactful joys of working in this sector.
Stephen and Rezina's day-to-day work is having a significant impact on our future. By working in the market research and insights industry, you could also be charting new paths into the future.
Above all, social research is about people and society. Lee Chan, trustee of the Social Research Association and currently Insight Lead at the UKHSA, writes that her career began with her interest in understanding social and political trends - refusing to follow the path that was expected of her. As our world faces greater challenges and exciting opportunities, social and market research will continue to play a central role in all our lives.
How?
Annie Pettit PhD, independent insights consultant and three-time Global 30 Under 30 judge tells us that she just happened on social and market research after designing her university timetable exactly to all of her interests - social psychology, personality, cognitive behaviours. led her to becoming a psychometrist after completing both a Master's and PhD! Once she found out about this 'whole marketing research thing' and the huge world of research designs and problems that she wasn't getting exposed to, she made the jump!
That's one of the many great things about this sector, it's home to talent from all over the shop, bringing in amazing individuals just like Annie from across different professions and disciplines. But what about those of us who already know we want to jump into MR?
Libby Eastwood, trailblazing Insight Lead at the UK Health Security Agency's Behavioural Science and Insight Unit, has been working in social and market research ever since she graduated from the University of Bristol with a degree in English Lit and Classical Studies. On leaving university she joined Ipsos MORI's Innovation Team on their graduate scheme, managing surveys to improve clients' product development strategies.
We’ve heard from those who stumbled on social and market research after university, but there are many non-university routes into a career in research. The aforementioned degree apprenticeship is just one of these routes to kickstarting a career in social research; gaining a real appreciation for the amount of paths that the sector can take you down - from HR management to healthcare and government policy. Joining this is the Executive Apprenticeship. Created by the Market Research Society in collaboration with leading businesses and agencies, the Executive Apprenticeship is designed to help school leavers with a step up into the sector, or help upskill researchers already in the sector.
There’s always more to be done, however. Janice Townley says the sector is in need of more avenues through which young people can plant the seeds for their research careers. Danny Sims, another sector superhero and Chairman of DJS Research, says this needs to go further and look beyond graduates and at colleges and school-leavers.
...at DJS Research we send our people not just to Universities to talk about our profession (a note to agency leaders – graduates are not the only option!) but to Schools and Colleges. If we could all sign up to do this each year, throughout the UK, it would have so much more impact than a one-off advert in Marketing Week – how many school leavers read Marketing Week?! - Danny Sims, Chairman of DJS Research
It's a good job the wonderful folks at Market Research Society are working hard to put our sector on the map, especially through their New and Returning Talent Workstream, putting social and market research on the table for young people in schools, colleges and universities.
So if university isn’t your cup of tea, or you’ve discovered market and social research before you even begin to think about the next steps after school/college, then there are plenty of opportunities to get involved. For more information about these check out the Market Research Society and Social Research Association’s webpages.
Finally, whenever we round-off an interview at Significant Insights, we ask one final question: And do you have anyone who has helped your career so far that you’d like to acknowledge and say thanks or give a shout out to? This helps our interviewees reflect on the individuals, teams and communities that have helped them climb to the heights they are at today, and emphasisse the importance of mentoring within the sector.
Jim Whaley, CEO of Global Insights Leader OvationMR, hit the nail on the head when answering this question: Forming strong allies and partners is a critical skill successful people learn early. It’s so easy to get lost in a sea of inspiration and I have my share of great mentors and sponsors.
So, here’s your to-do list:
- Follow your interests: if there’s anything I’ve learned at Significant Insights it’s that social and market research draws people from everywhere, so follow your interests and soon enough you may find yourself in a research sweet spot.
- Keep an eye out for apprenticeships, grad schemes and other feelers being sent out by the sector. Whether you’re a student, a non university-goer or a researcher looking to ignite your flame once again, the folks at the Market Research Society or the Social Research Association will have something for you.
- Read Significant Insights. If you’re looking for someone to tell you why you should be in research, I have the pleasure of interviewing hundreds of them, so go take a look at some of the amazing people who have already got the what why and how on lock.
Author Bio: In addition to being Junior Editor over at Significant Insights, Archie is a second-year History & Politics student with an eye for a career in political research, eventually seeking election to public office. With over 90 publications under his belt, Archie is looking forward to supporting a bright future for the social and market research sector.
Acknowledgements: Special thanks to the Social Research Association, Significant Insights and the Market Research Society for continuing to champion our sector and providing the resources for this piece to be put together. Shout-out to all interviewees over at Significant Insights for the advice, wisdom and reflection that has made this all possible.