Market Research Analysts and Marketing Specialists
13-1161.00
Bright Outlook Updated 2025

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.

Sample of reported job titles: Business Development Specialist, Communications Specialist, Demographic Analyst, Market Analyst, Market Research Analyst, Market Research Consultant, Market Research Specialist, Market Researcher

Also see: Search Marketing Strategists

Occupation-Specific Information

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.
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Technology Skills

  • Analytical or scientific software — IBM SPSS Statistics Hot technology ; Minitab; Sawtooth Composite Product Mapping CPM; The MathWorks MATLAB Hot technology ; 18 more
  • Business intelligence and data analysis software — IBM Cognos Impromptu; Oracle Business Intelligence Enterprise Edition; Qlik Tech QlikView; Tableau Hot technology ; 1 more
  • Categorization or classification software — Map Maker
  • Cloud-based data access and sharing software — Dropbox; Google Drive; Microsoft SharePoint Hot technology ; Slack Hot technology
  • Content workflow software — Adxstudio, for Microsoft
  • Customer relationship management CRM software — Blackbaud The Raiser's Edge; Insightful Corporation Confirmit; Oracle Eloqua; Salesforce software In-Demand Hot technology ; 4 more
  • Data base management system software — Apache Hadoop Hot technology ; Apache Hive Hot technology ; Apache Pig; Teradata Database Hot technology
  • Data base reporting software — SAP Crystal Reports
  • Data base user interface and query software — Airtable; Amazon Redshift Hot technology ; Microsoft SQL Server Hot technology ; MySQL Hot technology ; 10 more
  • Data mining software — Cytel Software XLMiner; Google Analytics In-Demand Hot technology ; NCR Teradata Warehouse Miner; Oracle Darwin; 1 more
  • Desktop publishing software — Adobe InDesign Hot technology ; LogiXML Ad-HOC; Microsoft Publisher; Sawtooth SSI Web
  • Development environment software — Adobe ActionScript; Microsoft Visual Basic Hot technology ; Microsoft Visual Basic for Applications VBA Hot technology
  • Document management software — Adobe Acrobat Hot technology
  • Electronic mail software — IBM Notes; Microsoft Outlook In-Demand Hot technology
  • Enterprise resource planning ERP software — Microsoft Dynamics Hot technology ; Oracle Hyperion; Oracle PeopleSoft Hot technology ; SAP software Hot technology ; 3 more
  • Expert system software — Digivey software (expert system feature)
  • Financial analysis software — Delphi Technology; Financial planning software
  • Geographic information system — ESRI ArcGIS software Hot technology
  • Graphics or photo imaging software — Adobe Creative Cloud software Hot technology ; Adobe Illustrator Hot technology ; Adobe Photoshop Hot technology ; Canva Hot technology ; 2 more
  • Information retrieval or search software — Factiva; LexisNexis; Mintel Reports; Verispan Patient Parameters; 5 more
  • Instant messaging software — GroupMe
  • Internet browser software — Web browser software
  • Network conferencing software — LogMeIn GoToWebinar
  • Object or component oriented development software — R Hot technology
  • Office suite software — Microsoft Office software In-Demand Hot technology
  • Operating system software — Apple macOS Hot technology ; Red Hat Enterprise Linux Hot technology
  • Point of sale POS software — Digivey software (point of sale feature)
  • Presentation software — Apple Keynote; Google Slides; Microsoft PowerPoint In-Demand Hot technology
  • Process mapping and design software — Microsoft Visio Hot technology
  • Project management software — Basecamp; ClassApps SelectSurveyASP; Microsoft Project Hot technology ; Perseus SurveySolutions
  • Sales and marketing software — Google Ads; HubSpot software Hot technology ; Marketo Marketing Automation Hot technology
  • Spreadsheet software — Microsoft Excel In-Demand Hot technology
  • Transaction security and virus protection software — NortonLifeLock cybersecurity software
  • Video conferencing software — LogMeIn GoToMeeting; Zoom Hot technology
  • Video creation and editing software — Adobe After Effects Hot technology ; Loom; TikTok Hot technology ; YouTube; 2 more
  • Web page creation and editing software — Adobe Dreamweaver; Facebook Hot technology ; Instagram; WordPress Hot technology ; 2 more
  • Web platform development software — Cascading style sheets CSS Hot technology ; Drupal Hot technology ; Hypertext markup language HTML Hot technology ; PHP Hot technology ; 3 more
  • Word processing software — 3M Post-it App; Evernote; Google Docs Hot technology ; Microsoft Word Hot technology
Hot technology
Hot Technologies are requirements most frequently included across all employer job postings.
In demand
In Demand skills are frequently included in employer job postings for this occupation.

Occupational Requirements

Work Activities

  • Getting Information — Observing, receiving, and otherwise obtaining information from all relevant sources.
  • Analyzing Data or Information — Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
  • Interpreting the Meaning of Information for Others — Translating or explaining what information means and how it can be used.
  • Processing Information — Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
  • Working with Computers — Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
  • Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems.
  • Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work.
  • Communicating with People Outside the Organization — Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
  • Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time.
  • Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
  • Updating and Using Relevant Knowledge — Keeping up-to-date technically and applying new knowledge to your job.
  • Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them.
  • Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
  • Identifying Objects, Actions, and Events — Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
  • Providing Consultation and Advice to Others — Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.
  • Documenting/Recording Information — Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
  • Selling or Influencing Others — Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
  • Judging the Qualities of Objects, Services, or People — Assessing the value, importance, or quality of things or people.
  • Coordinating the Work and Activities of Others — Getting members of a group to work together to accomplish tasks.
  • Scheduling Work and Activities — Scheduling events, programs, and activities, as well as the work of others.
  • Monitoring and Controlling Resources — Monitoring and controlling resources and overseeing the spending of money.
  • Developing and Building Teams — Encouraging and building mutual trust, respect, and cooperation among team members.
  • Estimating the Quantifiable Characteristics of Products, Events, or Information — Estimating sizes, distances, and quantities; or determining time, costs, resources, or materials needed to perform a work activity.
  • Monitoring Processes, Materials, or Surroundings — Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.
  • Performing Administrative Activities — Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.
  • Coaching and Developing Others — Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.
  • Guiding, Directing, and Motivating Subordinates — Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.

Detailed Work Activities

Find occupations related to multiple detailed work activities

Work Context

  • E-Mail — 100% responded “Every day.”
  • Spend Time Sitting — 65% responded “Continually or almost continually.”
  • Telephone Conversations — 70% responded “Every day.”
  • Freedom to Make Decisions — 57% responded “A lot of freedom.”
  • Importance of Being Exact or Accurate — 57% responded “Extremely important.”
  • Duration of Typical Work Week — 70% responded “More than 40 hours.”
  • Determine Tasks, Priorities and Goals — 43% responded “A lot of freedom.”
  • Contact With Others — 43% responded “Constant contact with others.”
  • Face-to-Face Discussions with Individuals and Within Teams — 52% responded “Every day.”
  • Indoors, Environmentally Controlled — 61% responded “Every day.”
  • Time Pressure — 43% responded “Once a week or more but not every day.”
  • Work With or Contribute to a Work Group or Team — 43% responded “Very important.”
  • Written Letters and Memos — 39% responded “Every day.”
  • Impact of Decisions on Co-workers or Company Results — 39% responded “Important results.”
  • Deal With External Customers or the Public in General — 30% responded “Extremely important.”
  • Coordinate or Lead Others in Accomplishing Work Activities — 35% responded “Very important.”
  • Frequency of Decision Making — 36% responded “Once a month or more but not every week.”
  • Level of Competition — 35% responded “Moderately competitive.”
  • Work Outcomes and Results of Other Workers — 35% responded “Limited responsibility.”

Experience Requirements

Job Zone

Title
Job Zone Four: Considerable Preparation Needed
Education
Most of these occupations require a four-year bachelor's degree, but some do not.
Related Experience
A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.
Job Training
Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.
Job Zone Examples
Many of these occupations involve coordinating, supervising, managing, or training others. Examples include real estate brokers, sales managers, database administrators, graphic designers, conservation scientists, art directors, and cost estimators.
SVP Range
(7.0 to < 8.0)

Training & Credentials

State training
Local training
Certifications
Find certifications nationwide

Apprenticeship Opportunities

Example apprenticeship titles for this occupation:

  • Government Business Development Specialist

Specific title(s) listed above are vetted by industry and approved by the U.S. Department of Labor for use in a Registered Apprenticeship Program.

Start your career and build your skillset. Visit Apprenticeship.gov to learn about opportunities related to this occupation.

Worker Requirements

Skills

  • Critical Thinking — Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions, or approaches to problems.
  • Reading Comprehension — Understanding written sentences and paragraphs in work-related documents.
  • Writing — Communicating effectively in writing as appropriate for the needs of the audience.
  • Active Listening — Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
  • Complex Problem Solving — Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
  • Speaking — Talking to others to convey information effectively.
  • Judgment and Decision Making — Considering the relative costs and benefits of potential actions to choose the most appropriate one.
  • Active Learning — Understanding the implications of new information for both current and future problem-solving and decision-making.
  • Mathematics — Using mathematics to solve problems.
  • Monitoring — Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
  • Persuasion — Persuading others to change their minds or behavior.
  • Social Perceptiveness — Being aware of others' reactions and understanding why they react as they do.
  • Systems Analysis — Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.
  • Systems Evaluation — Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.
  • Coordination — Adjusting actions in relation to others' actions.
  • Learning Strategies — Selecting and using training/instructional methods and procedures appropriate for the situation when learning or teaching new things.
  • Time Management — Managing one's own time and the time of others.

Knowledge

  • English Language — Knowledge of the structure and content of the English language including the meaning and spelling of words, and rules of composition and grammar.
  • Customer and Personal Service — Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
  • Sales and Marketing — Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
  • Mathematics — Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
  • Administration and Management — Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
  • Communications and Media — Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
  • Administrative — Knowledge of administrative and office procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and workplace terminology.
  • Computers and Electronics — Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
  • Sociology and Anthropology — Knowledge of group behavior and dynamics, societal trends and influences, human migrations, ethnicity, cultures, and their history and origins.
  • Psychology — Knowledge of human behavior and performance; individual differences in ability, personality, and interests; learning and motivation; psychological research methods; and the assessment and treatment of behavioral and affective disorders.
  • Economics and Accounting — Knowledge of economic and accounting principles and practices, the financial markets, banking, and the analysis and reporting of financial data.

Education

How much education does a new hire need to perform a job in this occupation? Respondents said:

  • 57%
     
    Bachelor’s degree required
  • 39%
     
    Master’s degree required
  • 4%
     
    Post-baccalaureate certificate required

Worker Characteristics

Abilities

  • Inductive Reasoning — The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
  • Deductive Reasoning — The ability to apply general rules to specific problems to produce answers that make sense.
  • Fluency of Ideas — The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).
  • Oral Comprehension — The ability to listen to and understand information and ideas presented through spoken words and sentences.
  • Oral Expression — The ability to communicate information and ideas in speaking so others will understand.
  • Written Comprehension — The ability to read and understand information and ideas presented in writing.
  • Written Expression — The ability to communicate information and ideas in writing so others will understand.
  • Information Ordering — The ability to arrange things or actions in a certain order or pattern according to a specific rule or set of rules (e.g., patterns of numbers, letters, words, pictures, mathematical operations).
  • Category Flexibility — The ability to generate or use different sets of rules for combining or grouping things in different ways.
  • Speech Clarity — The ability to speak clearly so others can understand you.
  • Near Vision — The ability to see details at close range (within a few feet of the observer).
  • Problem Sensitivity — The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing that there is a problem.
  • Mathematical Reasoning — The ability to choose the right mathematical methods or formulas to solve a problem.
  • Originality — The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.
  • Speech Recognition — The ability to identify and understand the speech of another person.
  • Number Facility — The ability to add, subtract, multiply, or divide quickly and correctly.
  • Flexibility of Closure — The ability to identify or detect a known pattern (a figure, object, word, or sound) that is hidden in other distracting material.

Interests

Interest code: ECI
Want to discover your interests? Take the O*NET Interest Profiler at My Next Move.
  • Enterprising — Work involves managing, negotiating, marketing, or selling, typically in a business setting, or leading or advising people in political and legal situations. Enterprising occupations are often associated with business initiatives, sales, marketing/advertising, finance, management/administration, professional advising, public speaking, politics, or law.
  • Conventional — Work involves following procedures and regulations to organize information or data, typically in a business setting. Conventional occupations are often associated with office work, accounting, mathematics/statistics, information technology, finance, or human resources.
  • Investigative — Work involves studying and researching non-living objects, living organisms, disease or other forms of impairment, or human behavior. Investigative occupations are often associated with physical, life, medical, or social sciences, and can be found in the fields of humanities, mathematics/statistics, information technology, or health care service.

Work Values

  • Achievement — Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement.
  • Working Conditions — Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.
  • Support — Occupations that satisfy this work value offer supportive management that stands behind employees. Corresponding needs are Company Policies, Supervision: Human Relations and Supervision: Technical.

Work Styles

  • Analytical Thinking — Job requires analyzing information and using logic to address work-related issues and problems.
  • Attention to Detail — Job requires being careful about detail and thorough in completing work tasks.
  • Dependability — Job requires being reliable, responsible, and dependable, and fulfilling obligations.
  • Integrity — Job requires being honest and ethical.
  • Initiative — Job requires a willingness to take on responsibilities and challenges.
  • Adaptability/Flexibility — Job requires being open to change (positive or negative) and to considerable variety in the workplace.
  • Persistence — Job requires persistence in the face of obstacles.
  • Cooperation — Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
  • Independence — Job requires developing one's own ways of doing things, guiding oneself with little or no supervision, and depending on oneself to get things done.
  • Achievement/Effort — Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
  • Stress Tolerance — Job requires accepting criticism and dealing calmly and effectively with high-stress situations.
  • Innovation — Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
  • Leadership — Job requires a willingness to lead, take charge, and offer opinions and direction.
  • Self-Control — Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
  • Concern for Others — Job requires being sensitive to others' needs and feelings and being understanding and helpful on the job.

Workforce Characteristics

Wages & Employment Trends

Median wages (2023)
$35.90 hourly, $74,680 annual
State wages
Local wages
Employment (2023)
903,400 employees
Projected growth (2023-2033)
Faster than average (6% to 8%)
Projected job openings (2023-2033)
88,500
State trends
Top industries (2023)

Source: Bureau of Labor Statistics 2023 wage data and 2023-2033 employment projections . “Projected growth” represents the estimated change in total employment over the projections period (2023-2033). “Projected job openings” represent openings due to growth and replacement.

Job Openings on the Web

State job openings
Local job openings

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