What Does a Market Research Executive (Team Leader) Do? A Complete Career Guide
Understanding the Market Research Executive Role
A Market Research Executive, particularly one at the team leader level (Trưởng nhóm Nghiên Cứu Thị Trường in Vietnamese), plays a crucial role in helping organizations understand their markets, customers, and competitive landscapes. This position combines analytical expertise with leadership responsibilities, making it an exciting career path for those interested in data-driven decision-making and strategic business insights.
Core Responsibilities
Research Design and Execution
Market Research Executives at the team leader level are responsible for:
- Designing research methodologies: Creating comprehensive research plans using qualitative and quantitative methods, including surveys, focus groups, interviews, and observational studies
- Managing research projects: Overseeing multiple projects simultaneously, ensuring they stay on schedule and within budget
- Tool selection: Choosing appropriate research platforms and tools (such as Conjointly for advanced survey research and conjoint analysis) to gather accurate data
- Data collection oversight: Ensuring data quality and validity throughout the research process
Team Leadership
As a team leader, this role involves:
- Supervising junior researchers and research assistants
- Distributing workload and setting priorities
- Mentoring team members on research methodologies and best practices
- Conducting performance reviews and providing professional development guidance
- Coordinating with other departments to align research objectives with business goals
Analysis and Insights
The analytical component includes:
- Statistical analysis: Using tools like SPSS, R, Python, or Excel to analyze quantitative data
- Qualitative analysis: Identifying themes and patterns from interviews and focus groups
- Competitive intelligence: Monitoring market trends and competitor activities
- Consumer behavior analysis: Understanding customer preferences, pain points, and purchasing patterns
- Market segmentation: Identifying distinct customer groups and their characteristics
Reporting and Presentation
Communication is a critical aspect of this role:
- Creating comprehensive research reports with actionable recommendations
- Presenting findings to senior management and stakeholders
- Translating complex data into clear, business-relevant insights
- Developing visual presentations using tools like PowerPoint, Tableau, or Power BI
- Writing executive summaries that highlight key findings and strategic implications
Essential Skills and Qualifications
Technical Skills
- Research methodology expertise: Proficiency in both qualitative and quantitative research methods
- Statistical software: Experience with SPSS, SAS, R, or Python
- Survey platforms: Familiarity with tools like Conjointly, Qualtrics, SurveyMonkey, or similar platforms
- Data visualization: Ability to create compelling charts and dashboards
- Microsoft Office: Advanced Excel skills and PowerPoint proficiency
Soft Skills
- Leadership abilities: Capacity to motivate and guide team members
- Communication: Excellent written and verbal communication skills in both local language and English
- Critical thinking: Ability to identify patterns and draw meaningful conclusions
- Project management: Strong organizational skills and attention to detail
- Business acumen: Understanding of marketing principles and business strategy
Educational Background
Typically required:
- Bachelor’s degree in Marketing, Business Administration, Statistics, Psychology, or related fields
- Master’s degree (MBA or specialized degree in Market Research) preferred for senior positions
- 3-5 years of market research experience, with at least 1-2 years in a supervisory role
Industry Applications
Market Research Executives work across various sectors:
- Consumer goods: Understanding consumer preferences for products and services
- Technology: Assessing market demand for new innovations
- Healthcare: Researching patient needs and healthcare trends
- Financial services: Analyzing customer satisfaction and market opportunities
- Retail: Studying shopping behaviors and store performance
- Manufacturing: Evaluating industrial market needs and B2B relationships
Career Progression
The typical career path includes:
- Market Research Analyst/Assistant (Entry-level)
- Market Research Executive (Mid-level)
- Senior Market Research Executive/Team Leader (Current focus)
- Market Research Manager
- Senior Manager/Head of Market Research
- Director of Insights/Market Intelligence
Salary Expectations
Salary ranges vary significantly by market and experience level. Here’s a comprehensive overview:
| Market | Junior Executive | Mid-Level Executive | Team Leader/Senior | Manager |
|---|---|---|---|---|
| Singapore (SGD) | 42,000 - 55,000 | 55,000 - 75,000 | 75,000 - 95,000 | 95,000 - 130,000 |
| United States (USD) | 48,000 - 62,000 | 62,000 - 82,000 | 82,000 - 105,000 | 105,000 - 145,000 |
| Canada (CAD) | 50,000 - 65,000 | 65,000 - 85,000 | 85,000 - 108,000 | 108,000 - 145,000 |
| Australia (AUD) | 60,000 - 75,000 | 75,000 - 95,000 | 95,000 - 120,000 | 120,000 - 160,000 |
| Philippines (PHP) | 420,000 - 600,000 | 600,000 - 900,000 | 900,000 - 1,200,000 | 1,200,000 - 1,800,000 |
| Thailand (THB) | 480,000 - 660,000 | 660,000 - 960,000 | 960,000 - 1,320,000 | 1,320,000 - 1,920,000 |
| United Kingdom (GBP) | 28,000 - 38,000 | 38,000 - 52,000 | 52,000 - 68,000 | 68,000 - 90,000 |
| Germany (EUR) | 42,000 - 55,000 | 55,000 - 72,000 | 72,000 - 90,000 | 90,000 - 120,000 |
| France (EUR) | 38,000 - 50,000 | 50,000 - 65,000 | 65,000 - 82,000 | 82,000 - 110,000 |
| Netherlands (EUR) | 40,000 - 52,000 | 52,000 - 68,000 | 68,000 - 88,000 | 88,000 - 115,000 |
| Vietnam (VND) | 180M - 300M | 300M - 480M | 480M - 720M | 720M - 1,080M |
Note: Salaries are annual figures and vary based on company size, industry, and specific responsibilities.
APAC Market Considerations
In the Asia-Pacific region, particularly in markets like Vietnam, Thailand, and the Philippines:
- Growing demand: Rapid economic development has increased demand for market research professionals
- Bilingual advantage: Proficiency in English plus local language(s) is highly valued
- Digital focus: Strong emphasis on digital and social media research
- Cross-cultural competence: Understanding diverse consumer behaviors across APAC markets is essential
- Local insights: Knowledge of local market dynamics and cultural nuances provides competitive advantage
Tools of the Trade
Modern Market Research Executives utilize various platforms:
- Survey and conjoint analysis: Conjointly, Qualtrics, SurveyMonkey
- Statistical analysis: SPSS, R, Python, SAS
- Data visualization: Tableau, Power BI, Google Data Studio
- Qualitative analysis: NVivo, MAXQDA
- Project management: Asana, Trello, Monday.com
- Social listening: Brandwatch, Sprout Social, Hootsuite
Day-to-Day Activities
A typical day might include:
- Morning team standup meetings to review project status
- Reviewing and approving research questionnaires designed by team members
- Analyzing data from ongoing studies
- Client or stakeholder meetings to discuss research objectives
- Mentoring junior team members on analysis techniques
- Preparing presentation materials for upcoming reports
- Monitoring fieldwork progress and data quality
- Coordinating with vendors or external research partners
Tips for Success
- Stay current: Keep up with emerging research methodologies and technologies
- Build business acumen: Understand how research insights drive business decisions
- Develop storytelling skills: Learn to present data in compelling, actionable ways
- Network actively: Join professional associations like ESOMAR or local market research societies
- Embrace technology: Familiarize yourself with AI and machine learning applications in research
- Cultivate curiosity: Always ask “why” and dig deeper into consumer behaviors
- Practice leadership: Invest time in developing your team and building collaborative relationships
Conclusion
The role of a Market Research Executive at the team leader level offers an exciting blend of analytical work, strategic thinking, and people management. It’s ideal for professionals who enjoy solving business problems through data, leading teams, and influencing organizational strategy. With the continued growth of data-driven decision-making across industries, particularly in dynamic APAC markets, this career path offers excellent opportunities for professional growth and impact.
Whether you’re considering this career path or looking to advance in market research, developing a strong foundation in research methodologies, analytical tools, and leadership skills will position you for success in this rewarding field.