An online quantitative survey conducted by MRII among 369 market research and insights practitioners around the world found that almost two-thirds ( 65%) of market research professionals expressed high levels of satisfaction in their job roles.

The most satisfying aspects of practitioners’ jobs are their relationship with colleagues ( 71%) and the freedom they have to innovate ( 66%).

Opportunities for learning and growth was a key driver of satisfaction among participants, with six in ten ( 61%) satisfied with the opportunities they have to learn and grow, although this declined to 45% of respondents with 10 or fewer years of experience. Learning and growth opportunities also represented the biggest driver between the highest and lowest satisfaction levels, with a 49 percentage point gap, according to the research.

The survey found that pay, communication from management and opportunities for advancement were the least satisfying aspects of respondents’ jobs. 

MRII conducted the study, ‘For the love of learning: Career development in a changing market research industry’, with research partners QuestionPro and Brand Riffs. The second wave of the research updates previous benchmarks from 2023. Fieldwork was conducted from February 22 to March 27, 2024.

Half of respondents to the survey ( 50%) reported that mental health is a concern (either major or moderate) for them personally when it comes to their job. Mental health was also  more likely to be a concern for those with less experience and in non-managerial roles.

In other findings, 72% of respondents felt that AI would make their job better, and 55% were optimistic about the future of the market research profession.

Ed Keller, executive director of MRII, said: “Our new study data underscores the fact that investing in people and skill development is core and crucial to the success of our industry. 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 organisations.”