Marketing researchers perform a detailed analysis of market developments and the business environment, which are used to adapt products and services to the needs of the clientele.

The objective of this invaluable function for the company is to help it continuously develop or refine its marketing plan or communications strategy.

Marketing researchers, who work quite independently, collect information of all kinds (i.e. statistics, sociological studies, activity reports…) in the trade press, data banks, on the Internet etc.
They also arrange for surveys to be conducted on consumer behavior, and thus organize individual interviews and prepare questionnaires for general distribution. Marketing researchers also conduct interviews and perform testing on products currently on the market.

Researchers must decide on the nature of the surveys to be performed and the methods to be applied. They recommend various means on the basis of the entire body of data accumulated.

As experts in marketing tools, researchers must have a good knowledge of statistics, information technology and human relations techniques, and must also possess the cultural knowledge required to analyze studies on foreign markets.