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
