Occupation · SOC 13-1161
Market Research Analysts and Marketing Specialists
Research conditions in local, regional, national, or online markets. Gather information to determine potential sales of a product or service, or plan a marketing or advertising campaign. May gather information on competitors, prices, sales, and methods of marketing and distribution. May employ search marketing tactics, analyze web metrics, and develop recommendations to increase search engine ranking and visibility to target markets.
Median wage
$76,950
$42,070–$144,610
Projected growth
+6.7%
Average growth
Annual openings
6,300
per year
Employed (US)
861,140
Job Zone 4
Typical preparation
Considerable preparation
Stackable credential programs
696 mapped
Core skills
WritingCritical ThinkingReading ComprehensionSpeakingComplex Problem SolvingActive ListeningJudgment and Decision MakingActive Learning
Knowledge areas
English LanguageCustomer and Personal ServiceSales and MarketingMathematicsAdministration and Management
Technology & tools
Word processing softwareAnalytical or scientific softwareCustomer relationship management CRM softwareDocument management softwareDevelopment environment software
Representative tasks
Prepare reports of findings, illustrating data graphically and translating complex findings into written text.Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.Measure and assess customer and employee satisfaction.Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.Measure the effectiveness of marketing, advertising, and communications programs and strategies.Seek and provide information to help companies determine their position in the marketplace.Forecast and track marketing and sales trends, analyzing collected data.Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.Monitor industry statistics and follow trends in trade literature.Attend staff conferences to provide management with information and proposals concerning the promotion, distribution, design, and pricing of company products or services.Direct trained survey interviewers.Develop and implement procedures for identifying advertising needs.
Competency framework
Skill expectations by proficiency level.
emerging
Survey instruments and data collection templates — design and distribute under supervisor guidance to gather baseline consumer opinion data for a defined market segment.Customer demographic datasets — compile and organize using spreadsheet software following established protocols on an entry-level research project.Research findings and summary tables — translate into clear written paragraphs under direction to support a marketing team's preliminary report.CRM software and data entry procedures — apply to record customer satisfaction responses accurately within a structured client engagement workflow.Existing secondary data sources — locate and retrieve following team-defined criteria to support market positioning analysis for a product line.Basic statistical outputs and cross-tabulations — interpret with supervisor review to identify initial patterns in consumer preference surveys.Marketing effectiveness metrics — monitor and log from campaign dashboards under guidance to track performance against predefined benchmarks.Word processing and desktop publishing tools — use to format research summaries and client-facing documents to organizational standards.Sales and marketing trend reports — read and summarize with comprehension to contribute background knowledge to team strategy discussions.Research methodology options — compare and present pros and cons under direction when selecting data collection approaches for a new study.
developing
Consumer buying habit and preference data — collect and analyze routinely using analytical software to identify emerging market opportunities for assigned product categories.Online surveys, opinion polls, and questionnaires — devise and test independently, applying established sampling principles to ensure data validity for mid-sized research projects.Customer and employee satisfaction assessments — conduct and score using structured measurement tools, producing actionable findings with limited oversight.Research findings and data visualizations — prepare and present in written reports and slide decks, translating complex statistical output into clear business language for internal stakeholders.Marketing and advertising program effectiveness — measure using defined KPIs and analytics platforms, delivering periodic performance summaries to account managers.Market positioning data — gather and synthesize from competitive intelligence sources to support strategic recommendations within a familiar industry context.Sales and marketing trend forecasts — develop by applying regression and trend-analysis techniques to historical datasets in routine analytical environments.Cross-functional research projects — coordinate with statisticians, pollsters, and marketing professionals, managing timelines and deliverables with moderate independence.Graphics and data visualization software — use proficiently to produce compelling charts and infographics that enhance clarity of research deliverables.Sociological and psychological frameworks — apply to interpret consumer behavior patterns and refine audience segmentation in brand research contexts.
proficient
Complex multi-method research designs — devise and evaluate independently, integrating quantitative surveys and qualitative methods to address ambiguous business questions across the full project lifecycle.Consumer demographic, psychographic, and behavioral data — analyze autonomously using advanced analytical software to uncover non-obvious demand drivers and unmet market needs.Marketing communications and advertising strategy effectiveness — assess end-to-end using attribution modeling and experimental design, delivering strategic recommendations to senior leadership.Full-cycle research reports — author and present with high written and oral proficiency, converting intricate findings into persuasive narratives that influence go-to-market decisions.Market positioning and competitive landscape — synthesize from primary and secondary sources to provide definitive guidance on a company's standing and strategic options in the marketplace.Sales and marketing trend forecasts — generate and continuously refine using predictive modeling techniques, informing resource allocation and product roadmap planning.Customer satisfaction measurement programs — design, implement, and iterate, selecting validated instruments and benchmarking results against industry norms.Non-routine data quality and methodology challenges — diagnose and resolve using systems analysis and critical thinking, ensuring research integrity under deadline pressure.Stakeholder collaboration across research, analytics, and marketing functions — lead at the project level, persuading diverse audiences and adapting communication style to technical and non-technical contexts.Emerging research technologies and platforms — evaluate and adopt, applying active learning to integrate CRM analytics, social listening tools, and web analytics into the organization's research toolkit.
advanced
Organizational market research strategy — set direction and govern, establishing methodological standards and quality frameworks that elevate analytical capability across the enterprise.Research team talent and capability — develop through mentorship, structured learning strategies, and performance feedback, building a pipeline of proficient analysts and specialists.Enterprise-level consumer insight programs — design and oversee, integrating large-scale data collection, advanced modeling, and cross-functional collaboration to drive sustained competitive advantage.Executive and board-level research presentations — deliver with authoritative oral and written expression, translating complex market intelligence into strategic imperatives that shape corporate direction.Marketing and communications investment portfolio — evaluate and optimize at organizational scale, applying systems evaluation to reallocate resources toward the highest-impact programs.Market forecasting and scenario planning frameworks — architect and institutionalize, enabling the organization to anticipate demand shifts and respond proactively to macroeconomic and industry trends.Cross-enterprise stakeholder alignment — lead by exercising social perceptiveness and persuasion to build consensus among marketing, product, finance, and operations leaders on data-driven strategy.Research technology ecosystem — govern the selection, integration, and governance of CRM, analytics, and content workflow platforms to maximize research productivity and data integrity at scale.Organizational intellectual curiosity and innovation culture — champion by sponsoring experimental research methodologies, pilot programs, and knowledge-sharing initiatives across business units.Industry-wide market intelligence partnerships — cultivate with external research vendors, academic institutions, and trade organizations, positioning the enterprise as an authoritative voice in its sector.
Also known as
53 alternate job titles map to this occupation.
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