Market research MRCH
(new)
Gathering, analysing, and interpreting data about markets, customers, and competitors to inform business decisions and strategies.
SFIA 9 is in development
- SFIA 9 beta due in early July 2024
- SFIA 9 planned for publication October 2024
This is a prototype for SFIA 9. It is subject to change before publication.
Disclaimer - prototypes/new skills may be substantially modified prior to launch or may never be released.
Guidance notes
(new)
Market research involves collecting and analysing data from various sources to understand market trends, customer needs and preferences, and competitive landscapes. This skill applies to both qualitative and quantitative research methods.
Activities may include, but are not limited to:
- designing and conducting market research studies using surveys, focus groups, interviews, and other methods
- analysing market data to identify trends, opportunities, and challenges
- segmenting markets and identifying target customers based on research findings
- monitoring competitor activities and analysing their strategies and performance
- communicating research findings and recommendations to stakeholders to inform decision-making and strategy development
Understanding the responsibility levels of this skill
Where lower levels are not defined...
- Specific tasks and responsibilities are not defined because the skill requires a higher level of autonomy, influence, and complexity in decision-making than is typically expected at these levels. You can use the essence statements to understand the generic responsibilities associated with these levels.
Where higher levels are not defined...
- Responsibilities and accountabilities are not defined because these higher levels involve strategic leadership and broader organisational influence that goes beyond the scope of this specific skill. See the essence statements.
Developing skills and demonstrating responsibilities related to this skill
The defined levels show the incremental progression in skills and reponsibilities.
Where lower levels are not defined...
You can develop your knowledge and support others who do have responsibility in this area by:
- Learning key concepts and principles related to this skill and its impact on your role
- Performing related skills (see the related SFIA skills)
- Supporting others with tasks (generic examples are provided by the essence statements for each level)
Where higher levels are not defined...
- You can progress by developing related skills which are better suited to higher levels of organisational leadership.
Levels
Defined at these levels: | 3 | 4 | 5 | 6 |
Click to learn why SFIA skills are not defined at all 7 levels.
Show/hide extra descriptions and levels.
Level 1
Level 2
Market research: Level 3
(new)
Assists in the design and execution of market research studies.
Collects and analyses data using standard methods and tools.
Contributes to the preparation of research reports and presentations.
Market research: Level 4
(new)
Designs and conducts market research studies independently.
Analyses market data to identify trends, opportunities, and challenges.
Segments markets and identifies target customers based on research findings.
Prepares research reports and presentations to communicate findings and recommendations.
Market research: Level 5
(new)
Leads the design and execution of complex market research studies.
Analyses and synthesises market data from multiple sources to generate insights and recommendations.
Advises stakeholders on the implications of research findings for business strategy and decision-making.
Contributes to the development of organisational market research methods and standards.
Market research: Level 6
(new)
Sets the overall direction and strategy for market research in the organisation.
Develops organisational policies, standards, and guidelines for market research.
Ensures that market research capabilities and resources are aligned with business needs and objectives.
Collaborates with internal and external partners to drive the effective use of market research in decision-making and strategy development.