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Summary

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Video transcript available at https://www.youtube.com/watch?v=XXaw9K33lsU.
Quick Facts: Market Research Analysts
2020 Median Pay $qf_median_annual_wage_html $qf_median_hourly_wage_html
Typical Entry-Level Education $qf_education_html
Work Experience in a Related Occupation $qf_experience_html
On-the-job Training $qf_training_html
Number of Jobs, 2020 $qf_number_jobs_html
Job Outlook, 2020-30 $qf_outlook_html
Employment Change, 2020-30 $qf_openings_html

What Market Research Analysts Do

Market research analysts study market conditions to examine potential sales of a product or service.

Work Environment

Because most industries use market research, these analysts are employed throughout the economy. Most analysts work full time during regular business hours. Some work under pressure of deadlines and tight schedules.

How to Become a Market Research Analyst

Most market research analysts need at least a bachelor’s degree. Some research positions may require a master’s degree. Strong math and analytical skills are essential.

Pay

Job Outlook

Overall employment of market research analysts is projected to grow $pc.toString().replaceAll("^\-","") percent from 2020 to 2030, $gra.

About $tools.number.format('#,###',$op) openings for market research analysts are projected each year, on average, over the decade. Many of those openings are expected to result from the need to replace workers who transfer to different occupations or exit the labor force, such as to retire.

State & Area Data

Explore resources for employment and wages by state and area for market research analysts.

Similar Occupations

Compare the job duties, education, job growth, and pay of market research analysts with similar occupations.

More Information, Including Links to O*NET

Learn more about market research analysts by visiting additional resources, including O*NET, a source on key characteristics of workers and occupations.

What Market Research Analysts Do About this section

Market research analysts
Market research analysts gather and analyze data on consumers and competitors.

Market research analysts study market conditions to examine potential sales of a product or service. They help companies understand what products people want, who will buy them, and at what price.

Duties

Market research analysts typically do the following:

  • Monitor and forecast marketing and sales trends
  • Measure the effectiveness of marketing programs and strategies
  • Devise and evaluate methods for collecting data, such as surveys, questionnaires, and opinion polls
  • Gather data on consumers, competitors, and market conditions
  • Analyze data using statistical software
  • Convert complex data and findings into understandable tables, graphs, and written reports
  • Prepare reports and present results to clients and management

Market research analysts research and gather data to help a company market its products or services. They gather data on consumer demographics, preferences, needs, and buying habits. They collect data and information using a variety of methods, such as interviews, questionnaires, focus groups, market analysis surveys, public opinion polls, and literature reviews.

Analysts help determine a company’s position in the marketplace by researching their competitors and analyzing their prices, sales, and marketing methods. Using this information, they may determine potential markets, product demand, and pricing. Their knowledge of the targeted consumer enables them to develop advertising brochures and commercials, sales plans, and product promotions.

Market research analysts evaluate data using statistical techniques and software. They must interpret what the data mean for their client, and they may forecast future trends. They often make charts, graphs, infographics, and other visual aids to present the results of their research.

Workers who design and conduct surveys are known as survey researchers.

Work Environment About this section

Market research analysts
Market research analysts may give presentations to clients.

Because most industries use market research, these analysts are employed throughout the economy.

Market research analysts can work individually or as part of a team, collecting, analyzing, and presenting data. For example, some analysts may work with graphic designers and artists to create charts, graphs, and infographics summarizing the research and findings.

Work Schedules

Most market research analysts work full time during regular business hours. Some, however, work under pressure of deadlines and tight schedules, which may require additional hours of work.

How to Become a Market Research Analyst About this section

Market research analysts
Market research analysts measure the effectiveness of marketing strategies.

Most market research analysts need at least a bachelor’s degree. Some research positions may require a master’s degree. Strong math and analytical skills are essential.

Education

Market research analysts typically need a bachelor’s degree in market research or a related field. Many have degrees in fields such as statistics, math, or computer science. Others have backgrounds in business administration, the social sciences, or communications.

Courses in statistics, research methods, and marketing are essential for these workers. Courses in communications and social sciences, such as economics or consumer behavior, are also important.

Some market research analyst jobs require a master’s degree. Several schools offer graduate programs in marketing research, but many analysts complete degrees in other fields, such as statistics and marketing, and/or earn a master’s degree in business administration (MBA). A master’s degree is often required for leadership positions or positions that perform more technical research.

Licenses, Certifications, and Registrations

Certification is voluntary, but analysts may pursue certification to demonstrate a level of professional competency. The Marketing Research Association offers the Professional Researcher Certification (PRC) for market research analysts. Candidates qualify on the basis of experience and knowledge; they must pass an exam, have at least 3 years working in opinion and marketing research, and complete 12 hours of industry-related education courses. Individuals must complete 20 hours of industry-related continuing education courses every 2 years to renew their certification.

Important Qualities

Analytical skills. Market research analysts must be able to understand large amounts of data and information.

Communication skills. Market research analysts need strong communication skills when gathering information, interpreting data, and presenting results to clients.

Critical-thinking skills. To determine what marketing strategy would work best for a company, market research analysts must assess all available information.

Detail oriented. Market research analysts must be detail oriented because they often do precise data analysis.

Pay About this section

Market Research Analysts

Median annual wages, May 2020

Business operations specialists

$71,450

Total, all occupations

$41,950

 

Most market research analysts work full time during regular business hours. Some, however, work under pressure of deadlines and tight schedules, which may require additional hours of work.

Job Outlook About this section

Market Research Analysts

Percent change in employment, projected 2020-30

Business operations specialists

9%

Total, all occupations

8%

 

Overall employment of market research analysts is projected to grow $pc.toString().replaceAll("^\-","") percent from 2020 to 2030, $gra.

About $tools.number.format('#,###',$op) openings for market research analysts are projected each year, on average, over the decade. Many of those openings are expected to result from the need to replace workers who transfer to different occupations or exit the labor force, such as to retire.

Employment

Employment of market research analysts is projected to grow 20 percent from 2018 to 2028, much faster than the average for all occupations.

Employment growth will be driven by an increasing use of data and market research across many industries. They will be needed to help understand the needs and wants of customers, measure the effectiveness of marketing and business strategies, and identify the factors affecting product demand.

Market research provides companies and organizations with an opportunity to increase sales and cut costs. Companies increasingly use research on consumer behavior to develop improved marketing strategies. By doing so, companies are better able to market directly to their target population.

Market research also lets companies monitor customer satisfaction and gather feedback about how to improve products or services, allowing companies to build an advantage over their competitors. They may use research to decide the location of stores, placement of products, and services offered.

The increase in the collection and analyses of “big data”—extremely large sets of information, such as social media comments or online product reviews—can provide insight on consumer behaviors and preferences. Businesses will need market research analysts to conduct analyses of the data and information.

Job Prospects

Job prospects should be best for those with a master’s degree in market research, marketing, statistics, or business administration.

Those with a strong quantitative background in statistical and data analysis or related work experience will have better job opportunities than those without it.

Employment projections data for market research analysts, 2020-30
Occupational Title SOC Code Employment, 2020 Projected Employment, 2030 Change, 2020-30 Employment by Industry
Percent Numeric

SOURCE: U.S. Bureau of Labor Statistics, Employment Projections program

Market research analysts and marketing specialists

13-1161 740,900 904,500 22 163,600 Get data

State & Area Data About this section

Occupational Employment and Wage Statistics (OEWS)

The Occupational Employment and Wage Statistics (OEWS) program produces employment and wage estimates annually for over 800 occupations. These estimates are available for the nation as a whole, for individual states, and for metropolitan and nonmetropolitan areas.

Projections Central

Occupational employment projections are developed for all states by Labor Market Information (LMI) or individual state Employment Projections offices. All state projections data are available at www.projectionscentral.com. Information on this site allows projected employment growth for an occupation to be compared among states or to be compared within one state. In addition, states may produce projections for areas; there are links to each state’s websites where these data may be retrieved.

CareerOneStop

CareerOneStop includes hundreds of occupational profiles with data available by state and metro area. There are links in the left-hand side menu to compare occupational employment by state and occupational wages by local area or metro area. There is also a salary info tool to search for wages by zip code.

Similar Occupations About this section

This table shows a list of occupations with job duties that are similar to those of market research analysts.

Occupation Job Duties ENTRY-LEVEL EDUCATION Help on Entry-Level Education 2020 MEDIAN PAY Help on Median Pay
Cost estimators Cost Estimators

Cost estimators collect and analyze data in order to estimate the time, money, materials, and labor required to make a product or provide a service.

$qf_education_html $qf_median_annual_wage_html
Advertising, promotions, and marketing managers Advertising, Promotions, and Marketing Managers

Advertising, promotions, and marketing managers plan programs to generate interest in products or services.

$qf_education_html $qf_median_annual_wage_html
Operations research analysts Operations Research Analysts

Operations research analysts use advanced mathematical and analytical methods to help solve complex issues.

$qf_education_html $qf_median_annual_wage_html
Economists Economists

Economists collect and analyze data, research trends, and evaluate economic issues for resources, goods, and services.

$qf_education_html $qf_median_annual_wage_html
Mathematicians Mathematicians and Statisticians

Mathematicians and statisticians analyze data and apply mathematical and statistical techniques to help solve problems.

$qf_education_html $qf_median_annual_wage_html
Survey researchers Survey Researchers

Survey researchers design and conduct surveys and analyze data.

$qf_education_html $qf_median_annual_wage_html
public relations specialists image Public Relations Specialists

Public relations specialists create and maintain a favorable public image for the organization they represent.

$qf_education_html $qf_median_annual_wage_html
Suggested citation:

Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, Market Research Analysts,
at https://www.bls.gov/ooh/business-and-financial/market-research-analysts.htm (visited October 08, 2024).

Last Modified Date: Wednesday, September 4, 2019

What They Do

The What They Do tab describes the typical duties and responsibilities of workers in the occupation, including what tools and equipment they use and how closely they are supervised. This tab also covers different types of occupational specialties.

Work Environment

The Work Environment tab includes the number of jobs held in the occupation and describes the workplace, the level of physical activity expected, and typical hours worked. It may also discuss the major industries that employed the occupation. This tab may also describe opportunities for part-time work, the amount and type of travel required, any safety equipment that is used, and the risk of injury that workers may face.

How to Become One

The How to Become One tab describes how to prepare for a job in the occupation. This tab can include information on education, training, work experience, licensing and certification, and important qualities that are required or helpful for entering or working in the occupation.

Pay

The Pay tab describes typical earnings and how workers in the occupation are compensated—annual salaries, hourly wages, commissions, tips, or bonuses. Within every occupation, earnings vary by experience, responsibility, performance, tenure, and geographic area. For most profiles, this tab has a table with wages in the major industries employing the occupation. It does not include pay for self-employed workers, agriculture workers, or workers in private households because these data are not collected by the Occupational Employment Statistics (OES) survey, the source of BLS wage data in the OOH.

State & Area Data

The State and Area Data tab provides links to state and area occupational data from the Occupational Employment Statistics (OES) program, state projections data from Projections Central, and occupational information from the Department of Labor's CareerOneStop.

Job Outlook

The Job Outlook tab describes the factors that affect employment growth or decline in the occupation, and in some instances, describes the relationship between the number of job seekers and the number of job openings.

Similar Occupations

The Similar Occupations tab describes occupations that share similar duties, skills, interests, education, or training with the occupation covered in the profile.

Contacts for More Information

The More Information tab provides the Internet addresses of associations, government agencies, unions, and other organizations that can provide additional information on the occupation. This tab also includes links to relevant occupational information from the Occupational Information Network (O*NET).

2018 Median Pay

The wage at which half of the workers in the occupation earned more than that amount and half earned less. Median wage data are from the BLS Occupational Employment Statistics survey. In May 2018, the median annual wage for all workers was $38,640.

On-the-job Training

Additional training needed (postemployment) to attain competency in the skills needed in this occupation.

Entry-level Education

Typical level of education that most workers need to enter this occupation.

Work experience in a related occupation

Work experience that is commonly considered necessary by employers, or is a commonly accepted substitute for more formal types of training or education.

Number of Jobs, 2018

The employment, or size, of this occupation in 2018, which is the base year of the 2018-28 employment projections.

Job Outlook, 2018-28

The projected percent change in employment from 2018 to 2028. The average growth rate for all occupations is 5 percent.

Employment Change, 2018-28

The projected numeric change in employment from 2018 to 2028.

Entry-level Education

Typical level of education that most workers need to enter this occupation.

On-the-job Training

Additional training needed (postemployment) to attain competency in the skills needed in this occupation.

Employment Change, projected 2018-28

The projected numeric change in employment from 2018 to 2028.

Growth Rate (Projected)

The percent change of employment for each occupation from 2018 to 2028.

Projected Number of New Jobs

The projected numeric change in employment from 2018 to 2028.

Projected Growth Rate

The projected percent change in employment from 2018 to 2028.

2018 Median Pay

The wage at which half of the workers in the occupation earned more than that amount and half earned less. Median wage data are from the BLS Occupational Employment Statistics survey. In May 2018, the median annual wage for all workers was $38,640.