Market Research Analysts

Career summary

Market research analysts gather information from two broad areas:

• Consumer wants and needs
• Trends in industry and government purchases

The research methods used for each area are different. Market research analysts usually specialize in one area.

Consumer research

Analysts in consumer research consult with clients or managers. They find out what questions clients want the research to answer. They design their research and plan how to collect data.

Market research analysts use many tools to gather information. They design surveys that they send to people through mail, in person, or over the Internet. Analysts train assistants to gather information by telephone or in person. They show focus group participants new products or ad campaigns and get each person's response. Market research analysts who gather consumer data may specialize in advertising or sales.

Industry trends

Market research analysts who specialize in industrial trends analyze existing data, such as sales records. Analysts talk with company managers to gather inside data. They read trade journals to get an outsider's perspective. They make suggestions about what future trends might be, or how industries can attract new customers.

Research analysts supervise office workers who tally survey results. Once data is tallied, market research analysts analyze the findings. They use computerized statistical programs to calculate results. They interpret these results into language that their clients will understand.

Market research analysts present their findings and recommendations in written reports. They may present reports orally to company directors.

Some market research analysts conduct opinion polls to sample public attitudes on certain topics.

Related careers

This career is part of the Marketing cluster of careers.

Related careers include:

• Actuaries
• Buyers and Purchasing Agents
• Cost Estimators
• Economists
• Financial Analysts
• Financial Examiners
• Insurance Agents
• Job Benefits and Analysis Specialists
• Management Analysts
• Marketing Managers
• Public Relations Specialists
• Real Estate Agents
• Social Science Research Assistants
• Statisticians

Job duties

Task list

The following list of tasks is specific to market research analysts.

• Collect consumer data by surveys, interviews, or focus groups.
• Develop surveys and other tools for gathering information.
• Interpret data and write final reports for clients or management.
• Measure and assess customer and employee satisfaction.
• Predict and follow marketing and sales trends.
• Perform research and help companies determine their position in the marketplace.
• Analyze marketing, advertising, and communications programs and strategies.
• Collect industry data by reading financial reports and talking to company managers.
• Develop and follow procedures for identifying advertising needs.
• Supervise other members of the research team.
• Consult with clients or managers about information to be gathered.

Common work activities

Market research analysts perform the following tasks. These tasks are common to many careers.

• Get information needed to do the job
• Analyze data or information
• Explain the meaning of information to others
• Process information
• Use computers
• Make decisions and solve problems
• Organize, plan, and prioritize work
• Establish and maintain relationships
• Communicate with people outside the organization
• Update and use job-related knowledge
• Think creatively
• Develop goals and strategies
• Communicate with supervisors, peers, or subordinates
• Identify objects, actions, and events
• Provide advice and consultation to others
• Document and record information
• Convince others to buy goods or change their minds or actions
• Judge the value of objects, services, or people
• Coordinate the work and activities of others
• Schedule work and activities
• Monitor and control resources
• Estimate sizes, quantities, time, cost, or materials needed
• Develop and build teams
• Monitor events, materials, and surroundings
• Perform administrative tasks
• Guide, direct, and motivate others
• Coach others

Work requirements

Working conditions

In a typical work setting, market research analysts:

Interpersonal relationships

• Have a moderate level of social interaction. They work with clients, focus group members, and coworkers. However, they also spend time alone while analyzing data.
• Are responsible for work outcomes and results of other workers.
• Communicate with coworkers and clients daily by telephone, e-mail, or in person.
• Write letters and memos on a weekly basis.
• Work in a group or as part of a team.

Physical work conditions

• Work indoors in offices.
• Work with other people, sometimes sharing office space.

Work performance

• Must be exact in their work in order to provide accurate information.
• Must repeat the same mental activities, such as analyzing data.
• Rarely consult with a supervisor before making a decision. They rarely consult with a supervisor before setting tasks and goals for the day.
• Are moderately competitive with coworkers.
• Must meet strict deadlines on a weekly basis.

Hours/travel

• Generally have a set schedule each week.
• Usually work a standard 40-hour week.
• May work overtime to meet project deadlines.

Physical demands

Market research analysts frequently:

• Sit for long periods of time.

It is important for market research analysts to be able to:

• Speak clearly so listeners can understand.
• See details of objects that are less than a few feet away.
• Understand the speech of another person.

It is not as important, but still necessary, for market research analysts to be able to:

• See details of objects that are more than a few feet away.
• See differences between colors, shades, and brightness.

Skills and abilities

Market research analysts need to:

Communicate

• Speak clearly so listeners can understand.
• Understand written information.
• Read and understand work-related materials.
• Write clearly so other people can understand.
• Understand spoken information.
• Listen to others and ask questions.

Reason and problem solve

• Combine several pieces of information and draw conclusions.
• Think of new ideas about a topic.
• Use reasoning to discover answers to problems.
• Analyze ideas and use logic to determine their strengths and weaknesses.
• Recognize the nature of a problem.
• Follow guidelines to arrange objects or actions in a certain order.
• Develop rules that group items in various ways.
• Notice when something is wrong or is likely to go wrong.
• Judge the costs and benefits of a possible action.
• Understand new information or materials by studying and working with them.
• Think of original, unusual, or creative ways to solve problems.
• Identify what must be changed to reach goals.
• Recognize when important changes happen or are likely to happen in a system.

Use math and science

• Choose a mathematical method or formula to solve problems.
• Use math skills to solve problems.
• Add, subtract, multiply, and divide quickly and correctly.

Manage oneself, people, time, and things

• Check how well one is learning or doing something.
• Manage the time of self and others.

Work with people

• Be aware of others' reactions and understand the possible causes.
• Persuade others to approach things differently.
• Change behavior in relation to others' actions.
• Use several methods to learn or teach new things.

Perceive and visualize

• Identify a pattern (a figure, object, word, or sound) that is hidden in distracting material.

Education and training

Educational programs

The programs of study listed below will help you prepare for the occupation or career cluster you are exploring.

Programs of study directly related to this occupation

• Business Economics
• Economics
• Marketing Research

Other programs of study to consider

• Consumer Economics
• Ethnic Studies*
• Gender Studies
• International Business, Trade, and Finance
• Management Sciences
• Marketing
• Mathematics
• Psychology
• Sociology
• Statistics
• Technical and Business Writing

* This program is not currently available at any schools in Washington.

Training

To work as a market research analyst, you typically need to:

• have a high school diploma or equivalent; and
• have a bachelor's degree.

Education after high school

Most market research analysts have at least a bachelor's degree. Several fields of study provide good training for this occupation. These fields include economics, business, and marketing. You must take math courses such as statistics. It is also helpful for you to study psychology and sociology.

You usually need a bachelor's degree for entry-level research assistant jobs. You need a doctoral degree (PhD) to do advanced research or teach at a college.

Work experience

Working as a research assistant is good experience for this occupation. It is also good to have experience conducting interviews, gathering data, and writing reports.

On-the-job training

Some students complete an internship while in school. This is important work experience for finding a job.

Newly hired market research analysts often receive training. The length of training varies by employer and your skills. Training may last up to one year.

Helpful high school courses

In high school, take classes that prepare you for college. A college preparatory curriculum may be different from your state's graduation requirements.

You should also consider taking some advanced courses in high school. This includes Advanced Placement (AP) and International Baccalaureate (IB) courses if they are available in your school. If you do well in these courses, you may receive college credit for them. Advanced courses can also strengthen your college application.

Helpful electives to take in high school that prepare you for this career include:

• Computer Applications
• Economics
• Marketing
• Probability and Statistics
• Psychology
• Sociology

The courses listed above are meant to help you create your high school plan. If you have not already done so, talk to a school counselor or parent about the courses you are considering taking.

You should also check with a teacher or counselor to see if work-based learning opportunities are available in your school and community. These might include field trips, job shadowing, internships, and actual work experience. The goal of these activities is to help you connect your school experiences with real-life work.

Join some groups, try some hobbies, or volunteer with an organization that interests you. By participating in activities you can have fun, make new friends, and learn about yourself. Maybe one of them will help direct you to a future career. Here are examples of activities and groups that may be available in your high school or community.

Things to know

Employers prefer applicants who have a bachelor's degree in marketing or a related field. Some positions require graduate degrees. Some small research firms hire telephone surveyors without college degrees.

Many employers look for applicants who have strong skills in computers and math. They prefer people who get along well with others and pay attention to details. Market researchers must communicate well orally and in writing.

Costs to workers

Workers may wish to join a professional association, which may have annual dues.

Job listings

Listed below are links to job categories from the National Labor Exchange that relate to this career. Once you get a list of jobs, you can view information about individual jobs and find out how to apply. If your job search finds too many openings, or if you wish to search for jobs outside of Washington, you will need to refine your search.

• Market Research Analysts 

To get a listing of current jobs from the WorkSource system, go to the WorkSource website .

Wages

Earnings depend on the worker's level of education and responsibility. The size of the firm also affects wages. In general, market research analysts who work at large firms earn the most.

Market research analysts who work full time usually receive benefits. Typical benefits include health insurance, a retirement plan, sick leave, and paid vacation.

Employment and outlook

Washington outlook

The table below provides information about the number of workers in this career in various regions. It also provides information about the expected growth rate and future job openings.

National employment

Most market researchers work for large corporations, advertising agencies, and private research organizations. Most large corporations that employ analysts are in major cities, such as New York, Los Angeles, or Chicago.

Major employers:

• Market research companies
• Finance and insurance companies
• Information companies
• Wholesale trade companies
• Business management companies

National outlook

Demand for this occupation will see very strong growth as companies try to expand their markets. They will use more market research to understand the needs of customers and improve marketing plans. New forms of online marketing increases the demand for market research analysts.

Job prospects are best for those with advanced degrees and strong skills in statistics, computer science, and survey design.

Other resources

Academy of Marketing Science 
College of Business, Louisiana Tech University
PO Box 3072
Ruston, LA 71272
318.257.2612

Advertising Educational Foundation 
708 Third Avenue, 23rd Floor
New York, NY 10017
212.986.8060

American Advertising Federation 
1101 Vermont Avenue NW
Fifth Floor
Washington, DC 20005
202.898.0089

American Marketing Association 

Association of National Advertisers 
10 Grand Central
155 E 44th Street
New York, NY 10017
212.697.5950

Insights Association 
1156 15th Street NW, Suite 700
Washington, DC 20005

References

Career cluster

• Marketing

Career path

• Investigative (Science)

O*Net  occupation

• Market Research Analysts and Marketing Specialists (13-1161.00) 

O*Net job zone 

• Job Zone 4 - Considerable preparation needed. A minimum of two to four years of work-related skill, knowledge, or experience is needed for these occupations.

DOT occupations

• Market-research Analyst I (050.067-014) 
• Research Analyst (169.267-034) 

Strong Interest Inventory

• Marketing Manager

Holland occupational cluster

• Investigative/Enterprising/Conventional

COPSystem

• Business Professional