Market researcher

Name: Fiona Hudson
Job title: Market researcher
Working hours: 40 hours/week including some weekends
Employer: Cinta Research, other market researchers, company in-house analyst
Pay: project by project on a contract basis
Qualifications needed: statistical or sociological university papers, market research experience
Career prospects: Account manager, market research company owner

What do you do?

I work research project to research project. A recent project was for Active Hawkes Bay which is in association with Sparc [Sport and Recreation Council] and was looking at how active or inactive we are.

The objective was to find, for instance, whether people walked or cycled to and from work or school. They wanted a real representation of urban and rural Hawkes Bay people. We worked on the methodology. Many people could be reached by phone but there would have to be face-to-face interviews to get the target group.

We then designed the questions, pilot tested them and then it went out to the field interviewers for about three weeks. The field reps send back the questions, a sample is verified then the data is coded and entered into a computer programme and the analysis and interpretation begins. Then it's presented to the client. After about two months we'll check with the clients to see if they've acted on our recommendations.

Why did you choose the job?

I have a marketing degree and a background in marketing. I was marketing manager for the Port of Napier and a marketing executive for the NZ Trade and Development Board. I live on a farm and saw an opportunity for research in the provinces. I started my business in 1995 by approaching Hawkes Bay businesses and it just grew from there. On the agricultural side I started the farmer omnibus [a regular survey of 1200 farmers], got involved with Dupont, Meat and Wool NZ, Balance and FMG.

Why is the job important?

I'm passionate about the agriculture industry and the market research industry. You get so involved with people's attitudes and what clients want to achieve. It's important to deliver good, robust market research. The strategy recommendations you make to your clients helps them find a direction.

Society is so volatile and it's the digital age. You're finding out for your clients what people want and know. It's really intriguing. You assist companies with planning, moulding products and services for the future. That's why we do qualitative and quantitative research.

What the best part of the job?

The clients and variety. And bringing some clarity to what clients want to achieve. It's quite fundamental but they might think it is complicated. You deliver the presentation and things they thought were complicated come clear and they are excited and start planning. It gives you a real sense that you are providing something they really need.

The worst thing is constantly working to deadlines. Sometimes there are hiccups and I've learned to work with it. I used to specify dates but don't now. If you're interviewing farmers and there's a flood you just can't go on.

Any odd things happen?

Occasionally interviewers get asked out. The person they are interviewing - it might be a lonely farmer - thinks their voice sounds nice and wants to meet them. We've had missing courier packs. One field interviewer got the shepherd to take the pack to the Post Office but it ended up on the back of the ute and all of our questionnaires went off to the vet.

What are your strengths?

Enthusiasm and passion. Some people might think it is dull analysing data but I love understanding people and each one is different. I used to work long hours but I've learned to delegate and I've now got a good balance with work, family and play.

Where would you like to be in five years?

I've done the Kellogg Rural Leadership programme and I feel that doors are opening. My thesis was on images and perceptions of agriculture and I feel it's not a well understood industry. Perhaps in five years' time I'll be promoting agriculture.

What's your job hunting advice?

Join a medium-to-large research house to get client experience. You've got to get a sense of what it's like as an interviewer, what's its like in the field.