Research Careers

Curious about people, markets and society? 

You’re in the right place. 

• Why do some adverts work and others don’t? 
• How do organisations know what people really think? 
• How do governments decide which policies to introduce or change? 
  

Research, insight and analytics helps answer these questions. It’s about understanding people, behaviour and decision-making, and turning that understanding into insight that helps organisations make better choices.  

So, what is Research, Insight and Analytics? 

At its heart, research, insight and analytics is about asking the right questions of the right people, then making sense of what we learn. 

Insight specialists explore people’s opinions, feelings and behaviour to understand why things happen, not just what is happening. This insight supports decisions made by businesses, governments, charities and public bodies, from product design and advertising to public services and social policy.  

It’s a practical, people-focused discipline that blends curiosity, analysis and creativity. 

What do Insight Specialists actually do? 

No two research projects are the same, but people working in insight and research often spend their time: 

Listening 
Talking to people through interviews, focus groups, online communities or surveys to understand their views and experiences. 

Observing 
Exploring how people behave in real life or online, from how they shop to how they use digital products and services. 

Analysing 
Working with data to spot patterns, trends and insight, using a mix of tools, platforms and techniques. 

Using technology and AI 
Using digital tools, platforms and increasingly AI to process data, uncover patterns, speed up analysis and support better decision-making. 

Advising 
Turning findings into clear, compelling stories and recommendations that help organisations decide what to do next. 

The approaches, tools and techniques used can vary widely, from in-depth conversations to large-scale datasets and advanced analytics, depending on the question being explored. 

Isn’t research and analytics just about numbers? 

It’s a common myth. 

Yes, data is important, but research, insight and analytics is also highly creative and deeply human. 

Insight specialists design studies, explore motivations, tell stories with evidence, and use insight to influence real decisions. Many roles combine logic and creativity, structure and empathy. 

Would a career in Research, Insight and Analytics suit me? 

You don’t need a single “type” of background to work in this area. People come into the sector from a wide range of subjects and experiences. 

You might enjoy a career in the sector if you: 

• Are curious and like asking “why?” 

• Enjoy understanding people and behaviour 

• Like problem-solving 

• Are comfortable working with information and ideas 

• Want work that influences real-world decisions 

There’s room in the sector for analytical thinkers, creative minds, confident communicators and quiet observers alike.

Where does it make an impact? 

Research, insight and analytics play a role in decisions across almost every sector. 

Insight specialists might not always work directly in these industries, but their work helps shape what organisations do within them, for example: 

• Business and brands 
  Understanding customers to improve products, services and marketing 

• Technology and digital services 
  Exploring how people use apps, platforms and new tools 

• Healthcare and wellbeing 
  Improving patient experiences and health outcomes 

• Media and entertainment 
  Shaping content, campaigns and audience engagement 

• Government and public policy 
  Informing decisions that affect communities and society 

• Charities and not-for-profit organisations 
  Understanding needs, behaviours and social impact 

Research, insight and analytics can influence everything from the design of a new product to the development of national policy, helping organisations make decisions based on real evidence. 

They may work in specialist research agencies, within organisations themselves, or as consultants or analysts. Roles vary widely, from qualitative research and data analytics to user experience and customer insight. 

Why choose a career in Research, Insight and Analytics? 

People are drawn to a career in this sector for many reasons, including: 

• Meaningful impact – influencing decisions that affect people’s lives 

• Variety – no two projects or days are the same 

• Continuous learning – markets, behaviour and methods constantly evolve 

• Transferable skills – insight, analysis and storytelling are valued everywhere 

It’s a career that grows with you and offers opportunities across sectors and specialisms. 

Ready to explore further? 

This page is just the starting point. 

Next steps you might want to explore: 

• Discover different roles in research and hear from individuals about their careers

• Learn how people get into the sector 

• Find out how MRS supports learning and development