Market Research Analysts and Marketing Specialists: Career Overview
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.
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The Daily Work of Market Research Analysts and Marketing Specialists Do?
The day-to-day responsibilities of market research analysts and marketing specialists include:
- 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.
Skills and Knowledge
Successful market research analysts and marketing specialists combine a mix of skills and domain knowledge.
Most Important Skills
The abilities that matter most in this role, rated on an importance scale of 0 to 5:
Top Knowledge Areas
Types of Market Research Analysts and Marketing Specialists Jobs
Common job titles for this role include:
- Advertising Analyst
- Business Development Analyst
- Business Development Associate
- Business Development Representative
- Business Development Specialist
- Communications Specialist
- Demographic Analyst
- Digital Marketing Specialist
Job Outlook
There are roughly 608,582 market research analysts and marketing specialists working in the United States today. Employment is projected to grow by +10.3% over the projection horizon.
Salary for Market Research Analysts and Marketing Specialists
| Statistic | Value |
|---|---|
| Annual median | $124,518 |
| Hourly median | $59.86 |
| 10th percentile | $78,099 |
| 25th percentile | $101,309 |
| 75th percentile | $147,728 |
| 90th percentile | $170,937 |
Compensation varies based on experience, location, and industry.
How Much Do Market Research Analysts and Marketing Specialists Make in Different U.S. States?
| State | Annual median salary |
|---|---|
| Delaware | $98,650 |
| Washington | $94,300 |
| Massachusetts | $93,430 |
| California | $92,770 |
| New York | $91,840 |
| New Jersey | $85,190 |
| District of Columbia | $83,340 |
| Oregon | $82,600 |
| Minnesota | $81,460 |
| Colorado | $80,670 |
| Virginia | $79,840 |
| Rhode Island | $77,630 |
| Florida | $77,490 |
| North Carolina | $77,360 |
| Georgia | $75,490 |
| Connecticut | $75,320 |
| Vermont | $74,340 |
| Maryland | $73,560 |
| Illinois | $72,840 |
| Maine | $72,690 |
| Michigan | $68,120 |
| Ohio | $67,850 |
| New Hampshire | $67,590 |
| Iowa | $67,300 |
| Montana | $66,840 |
| Arizona | $66,750 |
| South Carolina | $66,110 |
| Hawaii | $65,870 |
| Pennsylvania | $65,190 |
| Wisconsin | $65,000 |
| Utah | $64,900 |
| Texas | $64,900 |
| Arkansas | $64,830 |
| Tennessee | $64,720 |
| Missouri | $64,280 |
| Indiana | $63,380 |
| Alaska | $62,960 |
| Nevada | $62,590 |
| Kansas | $62,230 |
| North Dakota | $62,230 |
| South Dakota | $61,720 |
| New Mexico | $60,200 |
| Kentucky | $59,420 |
| Oklahoma | $59,330 |
| Idaho | $59,010 |
| Mississippi | $57,520 |
| Louisiana | $57,300 |
| Wyoming | $57,040 |
| Nebraska | $55,630 |
| Alabama | $55,390 |
| West Virginia | $50,290 |
| Virgin Islands | $50,130 |
| Guam | $43,940 |
| Puerto Rico | $38,410 |
Pay by U.S. Region
Compensation for market research analysts and marketing specialists vary by region. Top regions by median wage:
| Region | Median annual wage | Share of U.S. jobs | Location quotient |
|---|---|---|---|
| Far Western US | $90,779 | 17.8% | 1.10 |
| New England | $86,429 | 6.7% | 1.55 |
| Middle Atlantic | $83,639 | 17.3% | 1.19 |
| Rocky Mountains | $74,066 | 5.7% | 1.59 |
| Southeast | $72,929 | 21.7% | 0.93 |
| Plains States | $70,643 | 7.1% | 1.13 |
| Great Lakes | $68,473 | 13.2% | 0.94 |
| Southwest | $64,689 | 10.3% | 0.83 |
Where the Jobs Cluster
| Metro area | State | Median annual wage | Employment |
|---|---|---|---|
| San Jose-Sunnyvale-Santa Clara, CA | CA | $139,140 | 12,240 |
| San Francisco-Oakland-Fremont, CA | CA | $124,840 | 23,560 |
| Seattle-Tacoma-Bellevue, WA | WA | $102,390 | 19,720 |
| New York-Newark-Jersey City, NY-NJ | NY | $97,360 | 75,190 |
| Boston-Cambridge-Newton, MA-NH | MA | $95,930 | 30,540 |
| Bloomington, IL | IL | $92,570 | 560 |
| Boulder, CO | CO | $92,570 | 2,840 |
| Durham-Chapel Hill, NC | NC | $92,110 | 2,760 |
Top Industries Employing Market Research Analysts and Marketing Specialists
Most market research analysts and marketing specialists are found across these industries:
| Industry | Employment | Median annual wage |
|---|---|---|
| Professional, Scientific, and Technical Services | 237,340 | $78,030 |
| Information | 82,830 | $100,300 |
| Finance and Insurance | 82,040 | $84,990 |
| Management of Companies and Enterprises | 72,390 | $98,300 |
| Wholesale Trade | 65,680 | $77,870 |
| Manufacturing | 51,460 | $81,590 |
| Health Care and Social Assistance | 46,590 | $62,230 |
| Retail Trade | 43,000 | $53,990 |
The table below shows some of the most common industries where those employed in this career field work.
Tech Stack
- Document management software: Adobe Acrobat (hot technology)
- Video creation and editing software: Adobe After Effects (hot technology)
- Graphics or photo imaging software: Adobe Creative Cloud software (hot technology)
- Graphics or photo imaging software: Adobe Illustrator (hot technology)
- Desktop publishing software: Adobe InDesign (hot technology)
- Graphics or photo imaging software: Adobe Photoshop (hot technology)
- Data base user interface and query software: Amazon Redshift (hot technology)
- Data base management system software: Apache Hadoop (hot technology)
- Data base management system software: Apache Hive (hot technology)
- Operating system software: Apple macOS (hot technology)
- Cloud-based data access and sharing software: Asana (hot technology)
- Graphics or photo imaging software: Canva (hot technology)
The Day-to-Day Environment
The on-the-job environment of market research analysts and marketing specialists is shaped by the following characteristics:
- Spend Time Sitting
- Telephone Conversations
- Freedom to Make Decisions
- Importance of Being Exact or Accurate
How to Become Market Research Analysts and Marketing Specialists
Entry-level market research analysts and marketing specialists positions require a bachelor’s degree as the typical entry-level education. This occupation sits in Considerable Preparation Needed (Job Zone 4), reflecting the level of preparation typically expected.
Other Careers to Consider
Similar Occupations
- Wholesale and Retail Buyers, Except Farm Products (Supplemental)
- Management Analysts (Primary-Short)
- Search Marketing Strategists (Primary-Short)
- Online Merchants (Supplemental)
- Financial and Investment Analysts (Primary-Long)
- Personal Financial Advisors (Supplemental)
- Financial Risk Specialists (Supplemental)
- Data Scientists (Primary-Long)
Top Programs to Study For This Career
Future market research analysts and marketing specialists commonly pursue programs in:
Business, Management, Marketing, and Related Support Services
12 programs across 2 majors
Multi/Interdisciplinary Studies
1 programs across 1 majors
Social Sciences
1 programs across 1 majors
References
This profile draws on the following authoritative sources:
- U.S. Bureau of Labor Statistics — Occupational Employment and Wage Statistics (OEWS) for employment and wage data by state and industry.
- BLS Employment Projections for total employment and growth forecasts.
- O*NET (Occupational Information Network) for skills, knowledge, tasks, work activities, work context, technology, and education-zone data.
SOC code: 13-1161.00 (Market Research Analysts and Marketing Specialists).
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