Second wave of the global study highlights learning
opportunities, skill gaps, and AI's positive impact on job roles,
as well as noting ongoing mental health concerns
- Two-thirds are satisfied with their jobs
- Learning opportunities increase satisfaction by 49
points
- Three-quarters are favorable about AI's impact on their
jobs
- 55% are optimistic about the field's future
- Half struggle with mental health issues
WEST
DOVER, Vt., May 22, 2024
/PRNewswire/ -- Market Research Institute International (MRII) has
released a comprehensive report on the newest wave of its global
study among market research professionals about their profession,
covering key factors that are impacting their careers and job
development. "For the love of learning: Career development in a
changing market research industry" provides insight into career
paths, job satisfaction, skill gaps, training opportunities, and
sentiment - all gathered directly from market research
professionals around the globe.
"Our new study data underscores the fact that investing in
people and skill development is core and crucial to the success of
our industry," said Ed Keller,
executive director of MRII. "Market research professionals value it
highly and it's a key differentiator between those that are the
most satisfied with their jobs and those who are less so. The world
of work is ever-changing and this research can help leaders shape
training and development strategies, as well as successfully
integrate new technologies such as AI into their
organizations."
The study, conducted by MRII along with partners from
QuestionPro and Brand Riffs, updates benchmark research from 2023
and expands its scope to encompass new, topical areas. A
quantitative survey was conducted among a global sample of 369
market research and insights practitioners, and in-depth,
one-on-one qualitative interviews were conducted to deepen
understanding of the data.
Key insights include understanding career paths and job
satisfaction, identifying skills gaps and training opportunities,
and gathering opinions on the overall state of the market research
industry. The research also delved into the role, impact and future
implications of artificial intelligence (AI) on jobs in the
industry, covered in MRII's "AI in Focus: Market Researchers Weigh
in on AI's Workplace Impact for Today and Tomorrow" report,
released last month.
Some of the findings included:
- Nearly 2 out of 3 express high satisfaction levels in
their job roles. Key drivers of satisfaction include opportunities
for learning and growth, which significantly differentiate between
the most and least satisfied professionals, with a 49-point
gap.
- One troubling finding is that half of survey respondents
say mental health is a concern (major or moderate) when it comes to
their job.
- Nearly three-quarters are very or mostly favorable about
AI as it relates to their job and company, with 72%
believing AI will make their job better.
- Optimism about the future of the profession remains high, with
a 55% majority anticipating improvements in 2024 compared to 2023,
plus 6 in 10 are likely to recommend market
research/insights as a career.
The report underscores the importance of investing in skill
development, with professionals relying on various sources for
skill enhancement, including employer-provided training,
self-directed learning, and third-party courses. Additionally, the
growing role of technology is evident, with professionals actively
acquiring new technological skills to stay relevant in the
field.
"For the love of learning: Career development in a changing
market research industry" serves as a vital resource for industry
stakeholders, providing a roadmap for adapting to change and
fostering professional growth.
About MRII
The Market Research Institute International
(MRII) is a nonprofit institute devoted to fulfilling the
continuing educational and training needs of marketing research
professionals worldwide. To learn more, visit www.mrii.org
Media Contact: Ed Keller,
378114@email4pr.com, +1-914-330-5843
View original content to download
multimedia:https://www.prnewswire.com/news-releases/mrii-study-reveals-key-drivers-of-job-satisfaction-and-future-trends-in-the-market-research-industry-302152380.html
SOURCE MRII