Research is a vital part of any project, whether you are wanting to look at customer insight or test a hypothesis.
Here at Mackman, clients and colleagues frequently ask – what makes a good researcher?

So we thought we’d sum up some of the qualities we believe make up a great researcher…


From telephone customer research to ethnographic observation, a good researcher needs to constantly adapt and objectively analyse. An excellent researcher is willing to think outside of the box by exploring and rummaging around for other possibilities. As well as this, it is important they see how the sum of all parts make up the entire intention, without losing hold on the research’s primary objectives.

A great researcher will be naturally curious and ask ‘Why did the respondent tell me that and how can I delve respectfully?’ This curiosity also applies to the raw data; through thorough investigation and analysis. An exceptional researcher will convert raw data into useful and actionable insights ready for the client to take action.


Whether the research project is an online opinion survey or a hypothesis testing methodology with multiple phases, it must be managed systematically and follow strict procedures to ensure all steps of the research are carried out efficiently. All the while and importantly, they must be adhering to strict ethical and data protection guidelines.

This requires discipline, good time management and careful attention to detail. A thorough researcher will be willing to inspect their work and processes over more than just the once for precision and control. This will then break down the process into smaller, more manageable pieces.

Good Researcher | Mackman Branding and Marketing Agency


We are a happy research team and love to research! A professional and approachable persona is essential. Not only to effectively connect with the respondent and to obtain authentic information, but also to build a rapport with the commissioners of the research.

We collaborate with our clients to get the best results and agree on a suitable research method compatible with your research question or problem. There are a lot of research areas we can help you with, so please take a look at the Research Services we provide.


The ability to be calm and composed is an advantage as a researcher, as research doesn’t always go as scheduled. Timings will frequently need to be compromised to meet with database issues or modifications to the methodology. Approaching deadlines can add pressure to writing up the findings. Adding on to that, respondents can be unpredictable and sometimes explosive.

A good researcher remains focused at all times and makes firm rational decisions.

Good Researcher | Mackman Branding and Marketing Agency


An perceptive researcher sees more than that which is directly in front of them. This means that they are watchful and have an inherent instinct to see beyond the situation, object, phrase, reaction put in front of them. They recognise happenings and differences quickly, with a need to learn more and to reflect on what they have discovered. This perceptiveness helps to produce thorough and innovative research.


It goes without saying that a good researcher upholds impartiality and open-mindedness throughout the research process. Therefore, it is important the results remain independent and that insights are built upon the facts and figures. They should not be influenced by preconceptions, pressure, favourites, labels or trends. Successful researchers are established in evidence and produce insight and strategies.


It can get demoralising when you experience a series of rejections or unanswered calls, or low initial participation on an online survey, so having the self-motivation and determination to continue pushing until you get results is vital.


Being a good researcher sets the foundation for a project to run its course smoothly. But it doesn’t just happen overnight although being able to remain calm, open-minded, intuitive, and approachable are key qualities to move in the right direction.

If you have a research project in mind, please contact us at