Walking

Step into research

Just how many steps do modern market researchers take on a day to day basis? Inspired by this question, and by the interest expressed by my colleague in his musings last month I have been giving this some thought.

We are seeing that wearable fitness devices are growing in popularity, and it feels as a nation, there is a renewed interest in healthy lifestyle choices.  

According to makers of wearable fitness technology, we should be taking around 10,000 steps per day to maintain a healthy level of daily activity. This roughly equates to around 5 miles per day, which considering many office workers spend a large proportion of their days sitting at desks or participating in meetings, this sounds fairly challenging.

Gone are the days when market research ‘typically’ involved working outdoors, seeking out and intercepting potential respondents. Nowadays, many of the day-to-day activities of a market researcher take place within the office environment. In fact, NHS research indicates that on average, Britons are only walking between 3,000 and 4,000 steps, which feels closer to a ‘typical day’ (if such a thing exists within the market research industry!) 

On days when we are out meeting clients, running focus groups, hosting events or overseeing fieldworkers, I’d imagine market researchers easily surpass the 10,000 steps target. However, on a day like today which has been more-office based, aside from the commute in and out of the office and trips to the kitchen to get in a round of tea, I would guess we have a way to go before hitting the 10,000 step milestone…

By Lindsey Nadin, Senior Research Manager

This entry was posted in Surveys, tagged Communication, Professionals, Insight and posted on June 19, 2015


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