Recent grad here trying to figure out how I want my career to go. I was an anthropology major with an Econ minor and I’m currently a social media marketing analyst at a startup right now, but I’d really like to bring my anthropology background into my marketing career. Any recommendations about what types of marketing roles I should consider looking into? And could someone explain in layman’s terms how exactly market research is different from UX research?

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Look into brand and creative strategy roles.

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Market research can be about anything - digital or not. I used to do market research surveys on customer in store experience (think survey URL on the bottom of receipts). You could also do pricing research, ie customers choose the mid priced item vs lowest or highest even if all else is the same. Copy or ad testing surveys consumers about different ads so the company knows which one goes to market (surveyed on recall, brand perception, etc). Biggest difference is that most market research is survey based so data is what the customer says they will do, vs UX research shows what they actually do. “First I would click the home page and browse” is what they say they would do, but actual UX / web data shows they visit coupons section first. Difference between self reported vs actual behavior.

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So market research is more about designing surveys and analyzing what people say they do, and UX research is more about looking at and analyzing data that tracks people’s actions through their devices, is that correct? And both of these fields is related to product development?

Insights, consumer behaviour, research?

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Do you know what avg comp for a consumer behavior or insights job is?

I haven’t found a lot of ad agencies with dedicated teams that focus on market research. What I can reco is that you stay far far away from market research vendor roles unless you want to work 60-70 hrs a week for very low pay.

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Yes. Larger research vendors like Ipsos and Kantar. Depending on the client/department you could find yourself working a lot of hours. If you’re interested in market research you may want to work for boutique firms. Also, I believe Publicis and Omicom have teams which focus on consumer insights and audience, etc.

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Insights, strategy, market research

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I know of a store in the mall you could apply both professions to.

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