In our first of a series that focuses on specific industries, we look at market research (MR). MR involves collecting and analysing market information for companies and organisations. Most executives in this field specialise either in consumer or social research. It's the consumer researcher's job to take an interest in what we buy at the supermarket, which car we drive and which clothes we wear. Social researchers, however, look at social patterns and trends. Quantitative or qualitative research is used in both areas. This information is then fed back to the clients who could be brand owners, governments or charities.