Are you curious to find out what makes us tick?
DemAnD for people with excellent research and analytical skills is booming. A study by consultancy PricewaterhouseCoopers, shows that, in just four years, the sector has grown by £2 billion.
Ann Swain, of the Association of Professional Staffing Companies, says: ‘Research and analytics are integral to marketing, which, increasingly, is led by data sets and insights.’
Harsimrat Kaur, 25, a customer relationship insight manager at Costa Coffee in London, says: ‘my insight and analytics career combines my curiosity with a love of numbers. i drill into data to understand how a customer behaves and why.’
While studying for her maths mA, Harsimrat worked in a primary school, analysing pupil achievement and attainment data to understand whether government funding was effective.
‘insight is about understanding the customers, conveying to the business what customers want and ensuring it’s delivered,’ says Harsimrat.
‘the biggest achievement is using customer insight and changing the way a business thinks to bring more customers.
‘Ask “why” and keep digging. it’s useful to practise presenting technical data and information to a non-technical audience.’
emma Whale, Costa Coffee senior business insight manager, says: ‘We want people with rounded research and analytics experience who can use insight sources and bring them together to paint a holistic picture.
‘Candidates should be able to interact with stakeholders at all business levels and translate research or analytics into something commercially meaningful. Relevant work experience will set them apart.’
Data analysis and research roles have grown substantially, so there is a shortage of people with current technical skills and understanding, says Liz norman, of elizabeth norman Recruitment Consultants. She adds: ‘Young maths, social science or psychology graduates have a lot to offer, but should look for an employer who can help them train.’
Salaries for graduates vary between £21,000 and £33,000 and can reach more than £100,000 within ten years.
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