Just under half of the respondents were likely to recommend a career in market research.

30% of those who planned from college to end up in market research completely likely recommend market research as a career contrasted with 10% of everyone else.

Not all who see themselves still working in market research a year from now would recommend a career in it.  While 59% of respondents would very or completely still be working in market research a year from now, only 43% would recommend it as a career.

Three quarters of researchers had said something positive about market research as a career to someone else directly (77%), while 22% said had something negative. This word-of-mouth behavior did not translate into online recommendations, as only 18% had posted something positive about research as a career online and only 1% had posted something negative.

In yet another sign that market research fails to treat women as well as men, 30% of female researchers have said something negative about market research as a career to someone else directly vs. 13% of men. (This did not differ significant by full-time vs. part-time status, despite the gender imbalance in full-time employment.)

Millennials were more likely to have said something positive about market research than older researchers (83% vs. 65%) and to have posted something positive online (25% vs. 3%).

For more details on the survey, please download our report, https://www.georgiacenter.uga.edu/courses/market-research-report Market Researchers and the Love of Learning.

Author Notes:

Jeffrey Henning

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Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.