This article first appeared here in Women in Business NI in April 2025.
Market research sometimes finds itself overlooked, seen as the quieter, less glamorous cousin (present company excluded, of course) of marketing and advertising. But, this perception couldn’t be further from reality. The research industry is vibrant, dynamic, and critical to business success here in Northern Ireland and around the world. However, the challenge remains; how do we inspire more young people to consider a rewarding career in research?
Research is sometimes seen as endless spreadsheets and dry reports. But research isn’t just about numbers, it’s about storytelling. It’s about discovering the human stories behind consumer choices, behaviours, and preferences. And that is something worth getting excited about.
Young people today are naturally curious, analytical, and tech-savvy. These are precisely the qualities needed to thrive in the market research industry. We need to harness that curiosity and demonstrate how rewarding a career path in research can truly be. When my own children were in primary school they and their friends wanted to be astronauts, vets, artists… but market researchers? Not quite as often.
The research industry is fast-evolving, offering roles that cover qualitative methods like focus groups and in-depth interviews, quantitative analysis, online and social media insights, and cutting-edge technology like AI and big data analytics. Young professionals entering research today will not only develop a wide range of skills but will also have the chance to explore diverse sectors, from healthcare and retail to government policy and technology innovation.
Importantly, research is also a field already championed by women, offering visible role models and leaders for young women looking to build their careers. This matters a lot, particularly in industries where women historically have had less visibility or representation. By showing young people, and especially young women, that the research sector is inclusive and accessible, we can foster a new generation of professionals who bring fresh ideas, new perspectives, and innovative approaches to the table.
For the research industry to really thrive, we must also tackle misconceptions around what a research career involves. For example, showcasing that research isn’t solely desk-bound, it offers exciting opportunities to engage directly with people, to listen and learn about their experiences, and to uncover insights that truly shape decisions in business and society. For the same reasons that someone might want to become a journalist or social media consultant, those same people can make excellent researchers.
To encourage more young people into research, as industry leaders, we should proactively reach out to schools, colleges, and universities, and promote early-career mentoring programmes, internships, and apprenticeships like we are at FN Research. Collaborating with schools and universities can demystify the sector and show young people what a vibrant and essential role research plays in our world.
The future of market research depends on the talent we nurture today. As an industry, we can champion its value, showcase its variety, and inspire the next generation to see research not just as a job but as a meaningful and fulfilling career. When research thrives, everyone wins.