Market research interviewers work on behalf of market research agencies and social research organisations. Using surveys and questionnaires, they interview people to assess attitudes and experiences relating to a wide range of subjects. They might interview people individually or in groups, on the street, at home, at work or via the telephone.
The research that interviewers are employed to do is generally commissioned by businesses, local or central government, opinion polls, public bodies or charities. Following a briefing from the commissioning organisation (on what it wants to find out about its current or potential consumer base) the research agency will prepare surveys and questionnaires for the market interviewers to use. The interviewers will then be briefed by the research agency.
Following the briefing, the typical work activities will include:
* arranging interviews - this might be done by approaching people in the street, calling on them at home or contacting them by telephone;
* providing a brief introduction to the interview and its subject, outlining how the research will be used;
* asking specific questions about interviewee attitudes to a particular product or issue;
* carrying out a set number of interviews to meet a quota;
* recording interview responses on forms, video or on to a computer;
* maintaining accurate and detailed records;
* collating results and passing them back to the research organisation.
Market research interviewers may also recruit volunteers for focus groups and other in-depth research carried out by specialist researchers.
A typical home interview can take around an hour and a half, so the interviewer needs to be able to persuade individuals to take part and arrange a suitable time. If based outdoors, interviewers may have to spend long hours on their feet and be required to work in all types of weather.
Work is usually centred on a particular geographic area.
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