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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.
Other titles employers use
Business Development Specialist · Communications Specialist · Demographic Analyst · Market Analyst · Market Research Analyst · Market Research Consultant · Market Research Specialist · Market Researcher
Inside the work
What you would actually do.
6 responsibilities that define the role, before job titles and workplaces change the details.
- 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.
Who it suits
Would this work hold your attention?
This career often appeals to people drawn to persuading, organizing and analytical work.
- Persuading
- Leading, selling, starting projects, or making a case
- Organizing
- Creating order, checking details, and keeping work accurate
- Analytical
- Investigating questions, testing ideas, and solving problems
Skills and strengths
What you would get good at.
Compare the skills the work relies on, the subjects behind it, and the abilities that make it easier to learn.
Core skills
- Reading Comprehension
- Writing
- Critical Thinking
- Active Listening
- Speaking
- Complex Problem Solving
Subjects to know
- English Language
- Customer and Personal Service
- Sales and Marketing
- Mathematics
- Administration and Management
Useful strengths
- Inductive Reasoning
- Oral Comprehension
- Written Comprehension
- Oral Expression
- Written Expression
Working day
Picture yourself doing it.
These measures show how much of the day involves people, movement, conversation, and hands-on work.
| Measure | Out of 5 | What that means here |
|---|---|---|
| Close to other people | 2.4 | Largely your own space |
| On your feet | 1.9 | Mostly seated |
| Talking face to face | 4.2 | A regular part of the day |
| Working with your hands | 1.6 | Little of the day |
Preparation
How people prepare for this work.
Employers usually ask for a bachelor's degree. Other routes may also lead into the field.
- A four-year degree 57%
- A master's degree 43%
Tools of the work
Technology you may use.
- Data base user interface and query software
- Web platform development software
- Graphics or photo imaging software
- Analytical or scientific software
- Data base management system software
- Enterprise resource planning ERP software
- Video creation and editing software
- Web page creation and editing software
Opportunity near you
See where this work is growing.
Choose a state to compare the size of the field, annual openings, and expected hiring change.
- People doing this work
- 137,300
- Job openings each year
- 13,240
- Expected hiring change, 2022–2032
- 14.2%
Compare every available state
| State | People doing it | Job openings each year | Expected change |
|---|---|---|---|
| California | 137,300 | 13,240 | 14.2% |
| New York | 90,830 | 680 | 8.0% |
| Florida | 70,830 | 7,070 | 22.7% |
| Texas | 65,320 | 6,680 | 29.8% |
| Colorado | 44,390 | 4,440 | 23.5% |
| Illinois | 42,350 | 4,020 | 10.7% |
| North Carolina | 35,480 | 3,530 | 22.1% |
| Ohio | 35,170 | 3,340 | 10.9% |
| Washington | 34,820 | 4,210 | 25.8% |
| Pennsylvania | 34,410 | 3,290 | 12.2% |
| Georgia | 31,770 | 3,150 | 21.1% |
| Virginia | 27,440 | 2,650 | 14.9% |
| Minnesota | 27,220 | 2,620 | 13.8% |
| New Jersey | 25,850 | 2,450 | 10.5% |
| Michigan | 24,370 | 2,330 | 12.2% |
| Arizona | 21,240 | 2,140 | 25.1% |
| Maryland | 18,390 | 1,790 | 16.7% |
| Wisconsin | 17,080 | 1,670 | 17.7% |
| Indiana | 16,880 | 1,640 | 15.4% |
| Missouri | 16,790 | 1,630 | 15.8% |
| Utah | 16,370 | 1,680 | 31.7% |
| Tennessee | 16,270 | 1,660 | 29.6% |
| South Carolina | 14,720 | 1,480 | 25.0% |
| Oregon | 13,030 | 1,310 | 24.5% |
| Alabama | 11,520 | 1,110 | 13.5% |
| Connecticut | 10,750 | 1,040 | 14.6% |
| Massachusetts | 10,730 | 1,030 | 13.2% |
| Kansas | 10,390 | 990 | 12.0% |
| Oklahoma | 8,710 | 840 | 14.0% |
| Kentucky | 7,540 | 730 | 14.1% |
| District of Columbia | 7,320 | 710 | 14.2% |
| Arkansas | 6,470 | 640 | 21.2% |
| New Hampshire | 5,080 | 500 | 16.2% |
| Nebraska | 4,870 | 470 | 14.9% |
| Nevada | 4,700 | 470 | 22.1% |
| Iowa | 4,410 | 430 | 14.8% |
| Rhode Island | 4,350 | 420 | 16.0% |
| Louisiana | 4,290 | 410 | 11.4% |
| Puerto Rico | 3,180 | 320 | 22.3% |
| Delaware | 3,090 | 300 | 14.0% |
| Mississippi | 3,080 | 300 | 16.7% |
| Maine | 2,560 | 240 | 8.5% |
| New Mexico | 2,530 | 250 | 25.2% |
| Idaho | 2,460 | 250 | 25.5% |
| Montana | 2,230 | 220 | 24.6% |
| South Dakota | 1,720 | 170 | 21.1% |
| North Dakota | 1,600 | 160 | 17.6% |
| West Virginia | 1,460 | 140 | 20.7% |
| Vermont | 1,160 | 120 | 18.4% |
| Wyoming | 1,140 | 110 | 22.6% |
| Alaska | 210 | 20 | 5.0% |
| Virgin Islands | 90 | 10 | 28.6% |
| Guam | 80 | 10 | 33.3% |
Career to college
Build a path toward this work.
Start with a related major, then compare colleges where students complete that field.
Where to study
Colleges with strong activity in these fields.
Start with program size, admission, and likely cost. Open a college for the full picture.
Fashion Institute of Technology
- Degrees each year
- 675
- Admit rate
- 58%
- Annual cost after aid
- $20,000
Florida State University
- Degrees each year
- 961
- Admit rate
- 25%
- Annual cost after aid
- $10,000
The University of Alabama
- Degrees each year
- 777
- Admit rate
- 76%
- Annual cost after aid
- $22,000
Ohio State University-Main Campus
- Degrees each year
- 825
- Admit rate
- 51%
- Annual cost after aid
- $10,000
University of Georgia
- Degrees each year
- 561
- Admit rate
- 37%
- Annual cost after aid
- $13,000
Western Governors University
- Degrees each year
- 528
- Admit rate
- Not reported
- Annual cost after aid
- $13,000
University of Cincinnati-Main Campus
- Degrees each year
- 586
- Admit rate
- 88%
- Annual cost after aid
- $22,000
Kent State University at Kent
- Degrees each year
- 414
- Admit rate
- 87%
- Annual cost after aid
- $17,000
Compare every college offering specialized sales, merchandising and marketing operations