Welcome back. There are a lot of people out there doing surveys and saying, this is market research. However, being able to conduct a survey does not make one a market researcher. It's like saying that just because I can draw, took an art class, or can use Photoshop a little bit, means that I'm qualified to be a graphic designer. Market research isn't just about doing a survey, it's so much more. In this lesson, we will consider services a market researcher should be able to provide, the roles they fill, and essential qualities they should bring to the profession. Let's dive in. >> Sometimes market research is solving the business problem or gathering the needed data. Sometimes a situation calls for a market research professional. That person would be equipped to do the survey, collect the information, but brings a far broader array of services and comprehensive expertise. Here are the services a market research should be prepared to deliver. Create a credible and reliable research plan, manage relationships with stakeholders, manage expectations of what market research can do. Select and use the right tools for data collection and analytics, effectively communicate the findings, so the organization can move forward. The market research process isn't necessarily easy. A market researcher has to assume many different roles and wear many hats in the process. Market researchers play the role of a listener, in that they have to understand the business problem. An inquisitor, in that they have to ask the hard questions. A scientist, in that they need to place a reliable and believable process around an experiment. A planner and a manager, in that they must plan the steps so that the information collected can be analyzed. They also play the role of an analyst, in that they need to take what was collected and turn it into insight. A communicator, in that they can clearly communicate the answers found through market research to the stakeholders. They also have to communicate with many other parties, including vendors, and those in the C-suite and others. And the C-suite could be leaders, senior leaders in an organization. Lastly, they become an adviser to decision makers, in that they need to bridge the gap between the experiment and the business problem to help the client make an informed decision. There are also essential qualities a market researched must have to excel in this profession. The market researcher must be honest, objective, resourceful in matching the market research tool to the need, organized, and lastly, trustworthy. Your work should be essentially error-free, make one mistake and you might be forgiven, make two and clients won't believe your findings. Errors create a hole that cannot be easily plugged. So remember, market research encompasses expertise in delivering a broad array of services, many roles and essential qualities. As you develop in all these areas, you will increase your ability to advance in a profession that is growing to be in demand more and more. That concludes this lesson on roles and qualities of the market researcher. You should now be able to explain the role that the market researcher plays in the process, and qualities he or she should have to remain professional and trustworthy, while helping organizations make key decisions.