Often referred to as the third sector, market research can play a valuable role for charity organisations. Many charities do not have the budgets to work with research agencies and will look to have an internal resource. Others will enlist help with defining exactly what kind of research they need but the work itself will remain in-house. Either way, the key focus will be identifying opportunities for funding, attracting supporters and improving communications. Working in this sector can be very rewarding and often involves contact with a diverse range of people.