The Present Situation of Market Research Industry in China

Blank, and not easy to do, the industry is not standardized!

There is also hope.

The senior investigative analyst came out-

A few days ago, the first survey analyst qualification examination was held, and the first batch of senior survey analysts officially came out. Judging from the popularity of the first training and examination, the qualification certificate and professional study of survey analysts are being recognized by more and more people engaged in market research and analysis. With the intensification of enterprise competition and the specialization of marketing, the role of market research and analysis is becoming more and more obvious, and the investigation talents with the ability of market research, market prediction and market analysis are paid more and more attention by enterprises.

● Market competition makes the investigation industry popular.

With the intensification of market competition, the investigation and analysis industry is booming rapidly, and the demand for talents is also increasing rapidly.

According to the general manager of Beijing Sōka Gakkai Information Consulting Service Co., Ltd., the market research and analysis industry is the basis and effective tool for enterprises to understand and master the market situation, judge the development trend and formulate marketing strategies. However, judging from the recruitment situation, a large number of market research and analysis talents belong to inexperienced "book" talents or operational talents who only engage in consumer goods market research. Professionals who can conduct market research, planning, organization and implementation and market analysis are very scarce.

Associate Professor Yang Jun from the Business School of Renmin University of China pointed out that at present, more and more consulting institutions in the society have increased the demand for investigation and analysis talents, and their salaries have gradually increased. The annual salary of newly graduated college students is 50,000 to 60,000, and the annual salary can reach 100,000 or more after having certain work experience.

Excellent survey analysts are the core of an enterprise.

Associate Professor Yang Jun said that there was no market research and analysis of this position in China before, and universities did not train relevant talents. Therefore, talents with professional training and rich work experience are extremely scarce. At present, most people engaged in market research and analysis in society "change careers", which are not professional enough and have mixed qualities.

Feng Wei, a researcher at Ellison Huayan Consulting Co., Ltd., said that in fact, excellent market research analysts are the core talents in this industry. They should not only be good at obtaining information, sorting out information and analyzing information, but also provide valuable reference for business decision-making. Therefore, employees need to have a good industry and professional background. According to Zhang Wei of Beijing Trade Wind International Economic Research Center, survey analysts are interdisciplinary talents, that is to say, they should be able to think carefully, have profound theoretical foundation and experience, be able to clearly distinguish, be familiar with the market environment and master analytical techniques. Even in terms of language ability, the requirements are "compound". Writing a report requires not only a good command of Chinese, but also the use of advanced analytical software and tools to ensure your English level.

● Lack of talents at all levels.

According to the characteristics of division of labor in market research industry, market researchers can be divided into three levels: investigator, assistant analyst, researcher or analyst. And each level of personnel has different shortcomings.

First of all, as an independent project leader, the level of analysts not only determines the scientific accuracy of the investigation, but also affects the life and death of the investigation company. Yang Jun believes that the shortage of personnel at this level is the lack of scientific analysis methods, which is directly reflected in the fact that the designed questionnaire cannot accurately measure the market situation.

The lack of intermediate investigation talents is mainly reflected on the basis of industry experience and theory. According to the initial value, this is because some of these people are professionally "trained" and come from statistics, information data analysis and other majors, but they have no specific experience and do not understand the characteristics and attributes of the industries that want to engage in investigation and analysis.

What junior investigators lack is professionalism and professional quality skills. As the "executors" working in the front line of investigation, they are in direct contact with the respondents, so it is the first step to obtain the professional quality and skills that the respondents trust and understand. In order to ensure the accuracy of the "first-hand" data, practitioners are also required to have a serious work attitude and professionalism.

● Investigation and analysis talents will be "all-rounders"

According to the statistics of Beijing Industrial Information Center, students who have obtained the qualification of senior and middle-level survey analysts come from government statistical agencies, market research companies, enterprises and institutions, scientific research institutes, medical institutions, firms, financial and securities institutions, universities and other industries. At the same time, some students from neighboring provinces and cities also participated in the training. According to occupation, some are engaged in statistical work.