Why this matters:
Asking a market research analyst about data collection methods they’ve used in the past will give you a sense of their expertise. A strong candidate should be comfortable writing surveys and conducting focus groups, as well as using software to gather data. Listen for expert knowledge of industry best practices, as well as new ideas they may bring to the table.
What to listen for:
- Comfort conducting research using typical industry methodologies
- In-depth knowledge of a wide range of data collection methods
- Ability to evaluate which method is best for a given situation
Why this matters:
Market research analysts are essential to strategy development for new product launches. Have a candidate walk you through their forecasting process to get a sense of how they’d use these predictions to optimize product development. They should understand how to use prior research and knowledge of your customer base to accurately predict future sales.
What to listen for:
- Strong data analysis skills
- Knowledge of target audiences and their common characteristics
- Ability to perform comprehensive research
Why this matters:
A market research analyst should be well-versed in both qualitative and quantitative data analysis. On the quantitative end, they should be able to collect numerical data from surveys. On the qualitative end, they might discuss focus groups or customer interviews. They should also be able to explain the benefits and drawbacks of gathering each type of data.
What to listen for:
- Ability to distinguish between qualitative and quantitative data
- Ability to design effective surveys
- Comfort conducting focus groups and interviews
Why this matters:
Successful market research analysts are strong collaborators. They should be able to remain calm and professional during conflicts, but also confidently defend their findings and viewpoints in the best interest of the company. To address any concerns, an analyst may present their findings in a new way or conduct more research.
What to listen for:
- Ability to maintain composure during conflict
- Willingness to consider new viewpoints
- Strong conflict-resolution skills
Why this matters:
Conducting effective research is only half the job. Market research analysts must be strong communicators who can clearly present their findings — often to colleagues without comparable expertise. Listen to get a sense of the candidate’s communication style and how it might translate to your organization.
What to listen for:
- Strong communication skills
- Ability to present findings in a clear and engaging manner
- Ability to simplify complex information
Why this matters:
A strong candidate will have a clear understanding of how their work impacts a business. They should be able to offer examples of times their marketing strategies led to an increase in sales for a particular product, provided a new viewpoint, or otherwise delivered value. If a candidate is able to describe their impact in numbers, that’s a plus.
What to listen for:
- Ability to clearly articulate the value of their work
- Knowledge of personal strengths and weaknesses
- A track record of achievements, or eagerness to build one
Why this matters:
Market research analysts should have a solid definition of what they do and the benefits they bring to a company through their work. Their answer to this question will give you a sense of your candidate’s overall sales and marketing goals, as well as the specific skills and methods they use to reach them.
What to listen for:
- A genuine passion for the field
- An understanding of how day-to-day responsibilities feed into long-term goals
- A strong sense of the value they bring to their work environment
Why this matters:
Data collection and market research can take weeks — sometimes months — to complete. Candidates should be able to stay on task and motivated when conducting long-term research and analysis. Perhaps your candidate keeps a daily checklist, turns to team members for help, or takes time to celebrate the small wins along the way.
What to listen for:
- A positive, persistent attitude while tackling longer-term projects
- Clear methods for staying on task, such as a keeping a daily checklist or setting milestones
- Accountability for any oversights
Why this matters:
Market research analysts spend much of their time collaborating with colleagues, including strategists, writers, and designers. Through meaningful workplace relationships, candidates can improve cross-functional collaboration. Your candidate may solicit feedback on how they present their research, or offer newer team members valuable guidance.
What to listen for:
- Willingness to take initiative when building relationships
- Strong teamwork skills
- A sensitive, compassionate attitude
Contact a sales consultant.