Market Research Analysts and Marketing Specialists
Also called Market Analyst, Market Research Analyst, Market Research Consultant, or Market Researcher
Updated · Source: O*NET 31.0
What Market Research Analysts and Marketing Specialists do
You figure out what people want to buy and why, then turn that answer into advice a company can actually use.
Market research analysts study buyers. You collect information about what customers like, what they pay, and what competitors are doing, then explain what it means. That might mean writing a survey, pulling numbers on who is buying a product, or reading trade publications (industry news written for people inside a business) to spot a trend.
The second half of the job is communication. Data sitting in a spreadsheet helps nobody, so you build charts and write plain-language reports that managers can act on. Some days you work alone with numbers and text for hours. Other days you sit with marketing staff, statisticians (people trained to work with numbers and check that the data is reliable), or the survey interviewers you are directing, asking questions and listening closely.
A day in the life
You start with email, since a lot of the work comes in and goes out that way. A manager wants to know whether a new product has an audience. You check what data already exists, then sketch a short survey to fill the gaps. Most of the morning is sitting at a screen, sorting responses by age, location, and buying habits. After lunch you meet with two marketing colleagues to talk through early findings and hear what they are seeing. Back at your desk, you build a few clear charts and write the explanation underneath, cutting jargon so anyone can follow it. You also skim competitor prices and industry news before you finish.
This could fit you if you…
- ✓Enjoy digging for an answer instead of guessing
- ✓Can write clearly about complicated things
- ✓Like switching between quiet analysis and talking with colleagues
- ✓Notice patterns in what people buy and why
- ✓Stay organized when several projects overlap
You might not like it if you…
- –Want to be on your feet and outdoors most of the day
- –Dislike spending long stretches sitting at a screen and in email
- –Get frustrated when your recommendation is overruled by someone else
- –Prefer work with one clear right answer
How people get in
- 1Finish high school and build your writing and math skills, since both show up daily in this work.
- 2Earn a bachelor's degree, the typical entry level of education here. Common paths include marketing, business analytics, or digital marketing.
- 3Take courses in statistics, survey methods, and writing, and practice making charts that explain a point quickly.
- 4Look for an internship or a campus project where you gather real data for a real organization, even a small club or local business.
- 5Build a small portfolio: two or three short reports where you asked a question, collected data, and explained the answer.
- 6Apply for entry-level analyst or marketing roles, then keep learning on the job as tools and markets shift.
Who tends to enjoy it
Leading
People who like persuading, selling, starting things, and taking charge.
Organizing
People who like keeping things accurate, orderly, and running on schedule.
Curious
People who like figuring things out, research, science, and solving problems.
Official task list
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. (O*NET)
- Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
- Seek and provide information to help companies determine their position in the marketplace.
- Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.
- Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
- Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
- Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.
- Measure and assess customer and employee satisfaction.
- Monitor industry statistics and follow trends in trade literature.
A typical day involves
Skills that matter most
- Reading Comprehension
- Active Listening
- Writing
- Critical Thinking
- Speaking
- Active Learning
What you'll need to know
- English Language
- Sales and Marketing
- Administration and Management
- Customer and Personal Service
- Administrative
How much Market Research Analysts and Marketing Specialists make
The median pay for Market Research Analysts and Marketing Specialists in the U.S. is $78,760 a year ($37.87 an hour). Most earn between $43,390 and $155,480. (Bureau of Labor Statistics, May 2025)
Pay depends a lot on where you live: the median is highest in Massachusetts ($101,810) and lowest in Puerto Rico ($39,330).
Pay by state and territory
| State | Median pay | Jobs |
|---|---|---|
| Alabama | $59,530 | 8,390 |
| Alaska | $66,710 | 570 |
| Arizona | $71,940 | 15,850 |
| Arkansas | $65,430 | 6,250 |
| California | $94,700 | 119,070 |
| Colorado | $93,050 | 27,880 |
| Connecticut | $77,740 | 9,930 |
| Delaware | $101,270 | 3,570 |
| District of Columbia | $98,090 | 6,340 |
| Florida | $75,450 | 60,770 |
| Georgia | $75,850 | 27,810 |
| Guam | $42,240 | 80 |
| Hawaii | $59,390 | 1,610 |
| Idaho | $60,970 | 3,780 |
| Illinois | $79,120 | 40,560 |
| Indiana | $63,700 | 14,400 |
| Iowa | $66,390 | 8,880 |
| Kansas | $70,430 | 8,090 |
| Kentucky | $61,480 | 6,290 |
| Louisiana | $59,690 | 5,360 |
| Maine | $71,980 | 2,390 |
| Maryland | $76,370 | 13,570 |
| Massachusetts | $101,810 | 39,710 |
| Michigan | $66,780 | 24,220 |
| Minnesota | $87,510 | 21,280 |
| Mississippi | $56,640 | 2,620 |
| Missouri | $70,140 | 14,890 |
| Montana | $68,080 | 1,460 |
| Nebraska | $60,000 | 3,780 |
| Nevada | $71,840 | 5,780 |
| New Hampshire | $64,570 | 4,200 |
| New Jersey | $88,190 | 22,990 |
| New Mexico | $61,950 | 1,610 |
| New York | $98,580 | 80,500 |
| North Carolina | $78,410 | 30,700 |
| North Dakota | $61,580 | 1,550 |
| Ohio | $72,790 | 27,370 |
| Oklahoma | $61,940 | 6,620 |
| Oregon | $79,150 | 11,310 |
| Pennsylvania | $68,760 | 31,040 |
| Puerto Rico | $39,330 | 2,420 |
| Rhode Island | $86,240 | 3,210 |
| South Carolina | $69,440 | 11,920 |
| South Dakota | $63,490 | 1,530 |
| Tennessee | $69,790 | 13,040 |
| Texas | $72,520 | 63,350 |
| U.S. Virgin Islands | $59,990 | 90 |
| Utah | $62,630 | 14,510 |
| Vermont | $74,880 | 860 |
| Virginia | $76,980 | 25,610 |
| Washington | $95,120 | 24,460 |
| West Virginia | $52,340 | 1,650 |
| Wisconsin | $64,800 | 15,600 |
| Wyoming | $60,990 | 850 |
Where to study for this
College programs that commonly lead to this career, and how many US colleges offer each.
- Marketing 1,077 colleges
- Business Analytics 212 colleges
- Digital Marketing 124 colleges
- Marketing, Other 117 colleges
- Apparel and Textile Marketing Management 50 colleges
- International Marketing 20 colleges
- Applied Economics 50 colleges
- Marketing Research 48 colleges
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Source: O*NET 31.0 Database (USDOL/ETA), occupation 13-1161.00, used under CC BY 4.0 and modified by Whittle. Pay: BLS Occupational Employment and Wage Statistics (May 2025), SOC 13-1161. Outlook and entry education: BLS Employment Projections 2025–35. Program links: NCES CIP 2020 to SOC 2018 crosswalk. How we build these pages.