What Does an Insights & Market Research Manager Do? Complete Career Guide 2025
Introduction
In today’s data-driven business landscape, understanding consumer behavior and market trends isn’t just valuable—it’s essential. This is where Insights & Market Research Managers come in. These professionals bridge the gap between raw data and strategic business decisions, transforming numbers and feedback into actionable insights that drive company growth.
If you’re considering a career in market research or wondering what this role entails, this comprehensive guide will walk you through everything you need to know about what Insights & Market Research Managers do on a daily basis.
Core Responsibilities
Strategic Research Planning
Insights & Market Research Managers are responsible for designing and executing comprehensive research strategies that align with business objectives. This includes:
- Identifying research needs: Collaborating with stakeholders across marketing, product development, and executive teams to determine what questions need answering
- Developing research frameworks: Creating methodologies that will yield the most valuable insights
- Budget management: Allocating resources effectively across multiple research projects
- Timeline coordination: Ensuring research deliverables align with business decision-making cycles
Research Execution
The hands-on aspects of the role involve:
- Designing surveys and studies: Creating questionnaires, discussion guides, and experimental designs
- Selecting research methodologies: Choosing between qualitative methods (focus groups, interviews) and quantitative approaches (surveys, experiments)
- Managing research tools: Utilizing platforms like Conjointly for advanced survey research, conjoint analysis, and market segmentation studies
- Vendor management: Coordinating with external research agencies and panel providers when needed
- Data collection oversight: Ensuring research is conducted ethically and yields high-quality data
Data Analysis and Interpretation
Once data is collected, Insights & Market Research Managers:
- Analyze complex datasets: Using statistical software and analytical techniques to identify patterns and trends
- Synthesize findings: Combining multiple data sources to create a comprehensive picture
- Generate actionable insights: Translating data into clear recommendations that non-technical stakeholders can understand
- Create compelling visualizations: Developing charts, graphs, and dashboards that communicate findings effectively
Stakeholder Communication
A critical but often underestimated aspect of the role:
- Presenting findings: Delivering presentations to senior leadership and cross-functional teams
- Writing reports: Creating detailed research reports that document methodology, findings, and recommendations
- Influencing decisions: Using insights to guide strategic business choices
- Building research culture: Educating colleagues on the value of data-driven decision-making
Key Skills and Qualifications
Technical Skills
- Statistical analysis: Proficiency in SPSS, R, Python, or similar analytical tools
- Survey design: Understanding of questionnaire construction and bias mitigation
- Research methodologies: Knowledge of both qualitative and quantitative approaches
- Data visualization: Experience with Tableau, Power BI, or similar platforms
- Market research tools: Familiarity with platforms like Conjointly, Qualtrics, or SurveyMonkey
Soft Skills
- Communication: Ability to explain complex findings to non-technical audiences
- Strategic thinking: Understanding how research connects to broader business goals
- Project management: Juggling multiple projects with competing deadlines
- Curiosity: A genuine interest in understanding consumer behavior and market dynamics
- Collaboration: Working effectively across departments and with external partners
Educational Background
Most Insights & Market Research Managers hold:
- Bachelor’s degree in marketing, statistics, psychology, economics, or related fields
- Many have master’s degrees in market research, business analytics, or MBA programs
- Professional certifications from organizations like the Market Research Society (MRS) or Insights Association can be beneficial
Industry Applications
Insights & Market Research Managers work across virtually every industry:
- Consumer goods: Understanding purchase behaviors and brand perceptions
- Technology: Testing new product concepts and user experiences
- Financial services: Analyzing customer satisfaction and market opportunities
- Healthcare: Researching patient experiences and healthcare provider needs
- Retail: Studying shopping behaviors and competitive positioning
- APAC markets: Particularly valuable in diverse markets like Singapore, Thailand, and the Philippines, where understanding cultural nuances is critical
Career Progression
The typical career path includes:
- Research Analyst/Associate (1-3 years)
- Senior Research Analyst (3-5 years)
- Insights & Market Research Manager (5-8 years)
- Senior Insights Manager/Director (8-12 years)
- Head of Insights/VP of Market Research (12+ years)
Salary Expectations
Compensation varies significantly by market and experience level. Here’s a comprehensive breakdown:
| Market | Junior Level (1-3 yrs) | Mid Level (4-7 yrs) | Senior Level (8+ yrs) |
|---|---|---|---|
| Singapore (SGD) | 55,000 - 75,000 | 80,000 - 120,000 | 130,000 - 180,000 |
| United States (USD) | 60,000 - 80,000 | 90,000 - 130,000 | 140,000 - 200,000 |
| Canada (CAD) | 55,000 - 75,000 | 80,000 - 115,000 | 120,000 - 170,000 |
| Australia (AUD) | 70,000 - 90,000 | 100,000 - 140,000 | 150,000 - 210,000 |
| Philippines (PHP) | 600,000 - 900,000 | 1,000,000 - 1,800,000 | 2,000,000 - 3,500,000 |
| Thailand (THB) | 600,000 - 900,000 | 1,000,000 - 1,800,000 | 2,000,000 - 3,200,000 |
| United Kingdom (GBP) | 35,000 - 50,000 | 55,000 - 80,000 | 85,000 - 120,000 |
| Germany (EUR) | 45,000 - 60,000 | 65,000 - 90,000 | 95,000 - 135,000 |
| France (EUR) | 40,000 - 55,000 | 60,000 - 85,000 | 90,000 - 125,000 |
| Netherlands (EUR) | 42,000 - 58,000 | 63,000 - 88,000 | 92,000 - 130,000 |
Note: Salaries are annual base compensation and may not include bonuses, benefits, or equity. Figures are approximate and vary by company size, industry, and specific location within each market.
Day-to-Day Activities
A typical day might include:
- Morning: Reviewing overnight survey responses, checking data quality metrics
- Mid-morning: Meeting with product team to discuss upcoming concept testing needs
- Lunch: Networking or staying current with industry trends
- Afternoon: Analyzing data from recent customer satisfaction study using tools like Conjointly
- Late afternoon: Preparing presentation for executive leadership on market segmentation findings
- End of day: Coordinating with external research agency on fieldwork timeline
Challenges and Rewards
Challenges
- Tight deadlines: Business needs often demand quick turnarounds
- Stakeholder management: Balancing competing priorities from different departments
- Data quality issues: Dealing with incomplete or biased data
- Proving ROI: Demonstrating the value of research investments
Rewards
- Strategic impact: Directly influencing major business decisions
- Intellectual stimulation: Constantly learning about new markets and consumer behaviors
- Variety: No two projects are exactly alike
- Career growth: Strong demand for insights professionals across industries
Future Outlook
The role of Insights & Market Research Managers continues to evolve with technology:
- AI and automation: Increasingly using machine learning for predictive analytics
- Real-time insights: Moving from periodic studies to continuous monitoring
- Integrated data sources: Combining traditional research with behavioral data, social listening, and CRM data
- Agile research: Faster, more iterative approaches to insights generation
Conclusion
Insights & Market Research Managers play a pivotal role in helping organizations understand their customers, competitors, and market opportunities. This career offers a unique blend of analytical rigor, strategic thinking, and business impact. Whether you’re conducting conjoint analysis using platforms like Conjointly, moderating focus groups, or presenting findings to C-suite executives, this role offers diverse challenges and significant opportunities for career growth.
For those who are naturally curious, analytically minded, and passionate about understanding what makes consumers tick, a career as an Insights & Market Research Manager can be both intellectually rewarding and professionally fulfilling. As businesses continue to recognize the value of data-driven decision-making, demand for skilled insights professionals is expected to remain strong across global markets.