Creative computer programs such as PageMaker, Adobe Illustrator, Adobe Photoshop and Quark Xpress are now commonly used in agencies. They help develop, refine, and evaluate potential strategies. They are called upon to react to possible creative approaches based upon their understanding of the consumer. Consumer trends and lifestyle research are two areas in which most large agencies maintain continuing studies. Candidates must have strong quantitative skills and the aptitude for analyzing and interpreting qualitative as well as quantitative data.
Computer literacy is also advantageous.
In addition, candidates should be able to write and speak effectively, work well under pressure, and organize work priorities. They should have an interest in forecasting trends and patterns and a fascination with human behavior and motivation. A bachelor's degree is the minimum requirement. Although a specific major is not a prerequisite, many employers are attracted to candidates whose course work is related to research. Some academic disciplines fitting this category are sociology, psychology, marketing, marketing research, economics, advertising, journalism, qualitative methods, anthropology, and mass communications.