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What Is a Market Research Analyst? 2025 Guide

Market research analysts pore over trending keywords, survey responses, social media mentions, and more to understand markets, customers, and competitors. Learn more about this high-demand role.

Market research analysts—sometimes called market researchers—help companies develop or maintain a competitive edge by finding and delivering data-backed insights into potential markets, competitors, and even customer behavior. 

They’re an integral part of a company’s overall marketing strategy and in-demand across multiple industries. In fact, the US Bureau of Labor Statistics (BLS) anticipates that job growth for market research analysts will increase by 19 percent by 2031 [ 1 ].  

Learn more about this high-growth role. 

What does a market research analyst do? 

Market research analysts pore over trending keywords, survey responses, social media mentions, and other data to find answers. In essence, they transform information into actionable insights that will help companies develop everything from competitive product launches to effective marketing campaigns.   

Each company’s needs differ, but your responsibilities as a market research analyst may include: 

Developing data collection tools and techniques 

Using data modeling tools

Analyzing data sets and communicating findings 

Contributing data-backed insights to marketing strategy 

Conducting product testing and brand research 

What type of research does a market research analyst conduct? 

A market research analyst conducts qualitative and quantitative research. In other words, they gather statistical data and solicit responses about people’s beliefs, opinions, and experiences.  

An analyst’s research can span multiple areas, including: 

Primary and secondary customer research—everything from demographics to opinions—helps a company develop more targeted marketing and align its products and services with customers’ differing needs. Market research analysts may also identify how companies find, acquire, and retain customers while avoiding churn—or customer loss. 

Primary vs. secondary research: What's the difference?

Primary research  is research you conduct yourself, building original tools or techniques to help you collect new information. Secondary research is published research someone else has done, like a government agency or research think tank.

As a company develops new offerings—like products, services, or ideas—market research about competitors, similar products, and potential sales can help successfully position each launch. Market research analysts investigate new and existing markets, learning as much as possible so they can deliver precise suggestions. 

Both new and established companies rely on brand research to strengthen their position in the market. Conducting a competitive analysis to see how a company’s brand fares against competitors, as well as researching customers’ brand awareness and brand perception, helps them remain competitive. Those findings can also yield insights into customer acquisition, retention, and loyalty. 

Understanding how a company’s customers feel about advertising at all phases of a marketing campaign can produce specific messaging and in turn more impactful campaigns. While this type of research more typically falls under a marketing analyst role, market research analysts at smaller companies may sometimes be called to analyze a company’s marketing strategy.   

Market research analyst job description

Market research analyst jobs typically require a bachelor’s degree and two or three years of experience. More senior-level market research analyst jobs may require a master’s degree.

Majors that can prepare you for a job as a market research analyst: 

Business administration 

Sociology  

Market research analyst technical skills

Data collection tools: Market research analysts gather data from an array of sources, including surveys, social media platforms, keyword trends, and audience insights. Market research analysts use Qualtrics, SurveyMonkey, Typeform, Google Trends, and SEMrush, among many other tools, to learn more about customers, markets, and competitors.

Statistical analysis: Because market research involves working with quantitative data, it’s important to understand how to apply statistical techniques to group your data into relevant and actionable findings. While there are many programs, like the data visualization tools below, that offer a statistical analysis feature, it shouldn’t replace a more foundational knowledge.  

Data visualization: Once a market research analyst has collected relevant data, they need to structure their findings in a comprehensible way. Knowing how to use data dashboards or data analytics suites can help convey important findings to other teams. Market research analysts use data visualization tools like Tableau, Qlikview, and Plotly.  

Programming languages : Although not always necessary, some companies do require market research analysts to know a programming language , such as R, SQL, SAS, or SPSS, which feeds into their data gathering and data interpretation efforts. Make sure to read over job descriptions to learn which language, if any, a company prefers. 

A course, like IBM’s Introduction to R Language , offered on Coursera, can help you learn more about one of the most popular programming languages being used today for data analysis. 

Market research workplace skills 

Interpretation: Parsing data is a critical part of a market research analyst’s role. After gathering the necessary data, you have to interpret those findings in light of a company’s product and marketing needs.  

Critical thinking: Conducting market research means knowing how to ask the right questions in order to find the best data, extracting meaning from collected data, and then applying those insights to a company’s marketing strategy.    

Communication: Translating insights into recommendations that other teams can act upon will help in a marketing research analyst's line of work. A strong ability to speak and write clearly and constructively is an asset. 

Interviewing: Many market research analysts rely on digital surveys to glean customer responses, but the role can also involve conducting customer interviews or focus groups. Being comfortable speaking with strangers and getting them to open up about their experiences is a key skill.  

What are the benefits of being a market research analyst? 

Job prospects.

As companies continue to need insight into customer behavior to keep their competitive edge, market research analysts will continue to serve an integral role. There were over 792,000 market research analyst jobs available in 2021, with over 150,000 expected to be added by 2031—a much higher rate of growth compared to other jobs [ 1 ].

Market research analyst salary

The median salary for a market research analyst in the US is $63,920, according to the US Bureau of Labor Statistics (BLS), though salary can differ depending on the industry [ 2 ].

Market research analyst vs. similar roles

Market research analysts share much in common with roles that also parse data and deliver strategic insights. 

Marketing analyst

Although market research analysts are sometimes confused—and even called— marketing analysts , the two roles differ slightly. Marketing analysts focus internally on a company’s marketing efforts, rather than externally on markets, but both roles use data to inform their recommendations. 

Business analyst

Another role that relies heavily on data, a business analyst analyzes large data sets in order to make recommendations that will strengthen a business’ processes and help it run more efficiently. 

Data analyst

A much broader role than the three previously described, a data analyst typically works with large, raw data sets that must first be cleaned in order to yield important insights. Data analysts apply their findings to an array of organizational and business needs.  

How to become a market research analyst 

1. look for a related entry-level role..

While there are some entry-level market research analyst roles, most employers tend to prefer at least two years of experience. If you’re interested in becoming a market research analyst, consider a related role to help you gain experience and grow more competitive. Working as a marketing assistant or data analyst can provide you with the experience necessary to move into market research analysis.  

2. Brush up on related technical skills.

Knowing that market research analysts use specific tools to gather and assess data about customers, markets, and competitors, it’s a good idea to research the most popular programs and refine your knowledge of them. Watch tutorials, use free trials, and familiarize yourself with the tools of the trade.

Develop your technical skills with one of these Guided Projects, designed to be completed in two hours or less:

Use SurveyMonkey to Create a Survey and Analyze Results  

Introduction to Relational Database and SQL

Create a Brand Awareness Survey in Qualtrics

Google Trends Analysis using R

3. Take a course. 

Taking courses that expose you to key strategies of market research can help introduce you to the work of a market research analyst. This Market Research Specialization from UC Davis , available on Coursera, might be a good place to start. Not only will you learn about what it takes to do market research and decide if it’s a good career option for you, but you’ll begin learning the necessary techniques to succeed in the field. Or consider deepening your knowledge with a skill-specific series of classes, like Data Visualization with Tableau Specialization .

A credential, like the Meta Marketing Analytics Professional Certificate , is designed for beginners with no prior market research experience. Get up to speed on the key tools and techniques used in the profession while learning from industry experts at Meta.

Article sources

US Bureau of Labor Statistics. " Occupational Outlook Handbook: Market Research Analyst , https://www.bls.gov/ooh/business-and-financial/market-research-analysts.htm." Accessed November 30, 2022.

US Bureau of Labor Statistics. " Occupational Outlook Handbook: Market Research Analyst, https://www.bls.gov/ooh/business-and-financial/market-research-analysts.htm#tab-5." Accessed November 30, 2022.

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Market Research Analysts

What they do, work environment, how to become one, job outlook, state & area data, similar occupations.

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What Market Research Analysts Do

Market research analysts study consumer preferences, business conditions, and other factors to assess potential sales of a product or service.

Because most industries use market research, these analysts are employed throughout the economy. Most analysts work full time during regular business hours.

How to Become a Market Research Analyst

Market research analysts typically need a bachelor’s degree. Some employers require or prefer that job candidates have a master’s degree.

The median annual wage for market research analysts was $74,680 in May 2023.

Employment of market research analysts is projected to grow 8 percent from 2023 to 2033, faster than the average for all occupations.

About 88,500 openings for market research analysts are projected each year, on average, over the decade. Many of those openings are expected to result from the need to replace workers who transfer to different occupations or exit the labor force, such as to retire.

Explore resources for employment and wages by state and area for market research analysts.

Compare the job duties, education, job growth, and pay of market research analysts with similar occupations.

More Information, Including Links to O*NET

Learn more about market research analysts by visiting additional resources, including O*NET, a source on key characteristics of workers and occupations.

What Market Research Analysts Do About this section

Market research analysts study consumer preferences, business conditions, and other factors to assess potential sales of a product or service. They help companies understand what products people want, who will buy them, and at what price.

Market research analysts typically do the following:

• Monitor and forecast marketing and sales trends
• Measure the effectiveness of marketing programs and strategies
• Devise and evaluate methods for collecting data, such as surveys, questionnaires, and opinion polls
• Gather data on consumers, competitors, and market conditions
• Analyze data using statistical software
• Convert data and findings into tables, graphs, and written reports
• Prepare reports and present results to clients and management

Market research analysts gather data and study other information to help a company promote its products or services. They gather data on consumer buying habits, demographics, needs, and preferences. They collect data and information using a variety of methods, such as focus groups, interviews, literature reviews, market analysis surveys, public opinion polls, and questionnaires.

Analysts help determine a company’s position in the marketplace by researching their competitors and studying their marketing methods, prices, and sales. Using this information, analysts may determine potential markets, product demand, and pricing. Their knowledge of the targeted consumer enables analysts to develop advertising brochures and commercials, product promotions, and sales plans.

Market research analysts evaluate data using statistical techniques and software. They must interpret what the data mean for their client, and they may forecast future trends. They often make charts, graphs, infographics, and other visual aids to present the results of their research.

Workers who design and conduct surveys that market research analysts use are  survey researchers .

Work Environment About this section

Market research analysts held about 903,400 jobs in 2023. The largest employers of market research analysts were as follows:

Because most industries use market research, these analysts are employed throughout the economy.

Market research analysts work individually or as part of a team, collecting, analyzing, and presenting data. For example, some analysts work with graphic designers and artists to create charts, graphs, and infographics summarizing their research and findings.

Work Schedules

Most market research analysts work full time during regular business hours.

How to Become a Market Research Analyst About this section

Market research analysts typically need a bachelor’s degree. Some employers require or prefer that job candidates have a master’s degree. Strong research and analytical skills are essential.

Market research analysts typically need a bachelor's degree in market research or a related business , communications , or social science  field.

Courses in statistics, research methods, and marketing are important for prospective analysts. Courses in communications and social sciences, such as economics or consumer behavior, are also helpful.

Some employers of market research analysts require or prefer a master’s degree. Several schools offer graduate programs in marketing research, but analysts may choose to complete a bachelor’s degree in another field, such as statistics and marketing, and earn a master’s degree in business administration (MBA). A master’s degree is often required for leadership positions or positions that perform more technical research.

Licenses, Certifications, and Registrations

Analysts may pursue certification, which is voluntary, to demonstrate a level of professional competency. The Insights Association offers several certifications for market research analysts, including the IPC Principal and the IPC Masters. Candidates qualify based on industry experience and passing an exam.

Other Experience

Completing an internship while in school may be helpful. Prospective analysts also may gain experience by volunteering for an organization and helping with market research or related projects.

Employers may prefer to hire candidates who have experience in other positions that require collecting and analyzing data or writing reports to summarize research. 

Important Qualities

Analytical skills. Market research analysts must evaluate large amounts of data and information related to market conditions.

Communication skills. Market research analysts must be able to clearly convey information when gathering material, interpreting data, and presenting results to clients.

Critical-thinking skills. To determine which marketing strategies would work best for a company, market research analysts must assess all available information.

Detail oriented. Market research analysts must pay attention to minutiae to evaluate data.

Pay About this section

Median annual wages, May 2023

Note: All Occupations includes all occupations in the U.S. Economy. Source: U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics

The median annual wage for market research analysts was $74,680 in May 2023. The median wage is the wage at which half the workers in an occupation earned more than that amount and half earned less. The lowest 10 percent earned less than $40,040, and the highest 10 percent earned more than $137,040.

In May 2023, the median annual wages for market research analysts in the top industries in which they worked were as follows:

Job Outlook About this section

Percent change in employment, projected 2023-33

Note: All Occupations includes all occupations in the U.S. Economy. Source: U.S. Bureau of Labor Statistics, Employment Projections program

Employment growth will be driven by an increasing use of data and market research across many industries. These workers will be needed to help understand the needs and wants of customers, measure the effectiveness of marketing and business strategies, and identify the factors affecting product demand.

The increase in the collection and analyses of big data—extremely large sets of information, such as social media comments or online product reviews—can provide insight on consumer behaviors and preferences. Businesses will need market research analysts to conduct analyses of the data and information.

State & Area Data About this section

Occupational employment and wage statistics (oews).

The Occupational Employment and Wage Statistics (OEWS) program produces employment and wage estimates annually for over 800 occupations. These estimates are available for the nation as a whole, for individual states, and for metropolitan and nonmetropolitan areas. The link(s) below go to OEWS data maps for employment and wages by state and area.

• Market research analysts and marketing specialists

Projections Central

Occupational employment projections are developed for all states by Labor Market Information (LMI) or individual state Employment Projections offices. All state projections data are available at www.projectionscentral.org . Information on this site allows projected employment growth for an occupation to be compared among states or to be compared within one state. In addition, states may produce projections for areas; there are links to each state’s websites where these data may be retrieved.

CareerOneStop

CareerOneStop includes hundreds of occupational profiles with data available by state and metro area. There are links in the left-hand side menu to compare occupational employment by state and occupational wages by local area or metro area. There is also a salary info tool to search for wages by zip code.

Similar Occupations About this section

This table shows a list of occupations with job duties that are similar to those of market research analysts.

Contacts for More Information About this section

For more information about market research analysts, visit

Insights Association

For resources and information about qualitative research, visit

Qualitative Research Consultants Association  (QRCA)

For a career video on market research analysts, visit

Market research analysts

Market Research Analysts and Marketing Specialists

Search Marketing Strategists

Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook , Market Research Analysts, at https://www.bls.gov/ooh/business-and-financial/market-research-analysts.htm (visited December 15, 2024 ).

Last Modified Date: Thursday, August 29, 2024

The What They Do tab describes the typical duties and responsibilities of workers in the occupation, including what tools and equipment they use and how closely they are supervised. This tab also covers different types of occupational specialties.

The Work Environment tab includes the number of jobs held in the occupation and describes the workplace, the level of physical activity expected, and typical hours worked. It may also discuss the major industries that employed the occupation. This tab may also describe opportunities for part-time work, the amount and type of travel required, any safety equipment that is used, and the risk of injury that workers may face.

The How to Become One tab describes how to prepare for a job in the occupation. This tab can include information on education, training, work experience, licensing and certification, and important qualities that are required or helpful for entering or working in the occupation.

The Pay tab describes typical earnings and how workers in the occupation are compensated—annual salaries, hourly wages, commissions, tips, or bonuses. Within every occupation, earnings vary by experience, responsibility, performance, tenure, and geographic area. For most profiles, this tab has a table with wages in the major industries employing the occupation. It does not include pay for self-employed workers, agriculture workers, or workers in private households because these data are not collected by the Occupational Employment and Wage Statistics (OEWS) survey, the source of BLS wage data in the OOH.

State & Area Data

The State and Area Data tab provides links to state and area occupational data from the Occupational Employment and Wage Statistics (OEWS) program, state projections data from Projections Central, and occupational information from the Department of Labor's CareerOneStop.

The Job Outlook tab describes the factors that affect employment growth or decline in the occupation, and in some instances, describes the relationship between the number of job seekers and the number of job openings.

The Similar Occupations tab describes occupations that share similar duties, skills, interests, education, or training with the occupation covered in the profile.

Contacts for More Information

The More Information tab provides the Internet addresses of associations, government agencies, unions, and other organizations that can provide additional information on the occupation. This tab also includes links to relevant occupational information from the Occupational Information Network (O*NET).

2023 Median Pay

The wage at which half of the workers in the occupation earned more than that amount and half earned less. Median wage data are from the BLS Occupational Employment and Wage Statistics survey. In May 2023, the median annual wage for all workers was $48,060.

On-the-job Training

Additional training needed (postemployment) to attain competency in the skills needed in this occupation.

Entry-level Education

Typical level of education that most workers need to enter this occupation.

Work experience in a related occupation

Work experience that is commonly considered necessary by employers, or is a commonly accepted substitute for more formal types of training or education.

Number of Jobs, 2023

The employment, or size, of this occupation in 2023, which is the base year of the 2023-33 employment projections.

Job Outlook, 2023-33

The projected percent change in employment from 2023 to 2033. The average growth rate for all occupations is 4 percent.

Employment Change, 2023-33

The projected numeric change in employment from 2023 to 2033.

Employment Change, projected 2023-33

Growth rate (projected).

The percent change of employment for each occupation from 2023 to 2033.

Projected Number of New Jobs

Projected growth rate.

The projected percent change in employment from 2023 to 2033.

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What Does A Market Researcher Do?

How to become a market researcher.

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Market Researcher Jobs

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Market Researcher Career Paths

The career path for a Market Researcher can vary depending on the industry and type of organization they work for. Entry-level positions may involve working as a research assistant or analyst, conducting literature reviews and data analysis. With experience and advancement, market researchers may take on roles such as research manager or senior analyst, overseeing research projects and mentoring junior researchers. Some market researchers may also move into positions such as marketing manager or product manager, using their research expertise to inform business decisions at a strategic level. There is also the opportunity to become a consultant or start your own research firm. It's a flexible field where you can progress in different directions based on your interest, skills and experiences.

Average Salary for Market Researcher

Market researcher education, market researcher degrees, search for market researcher jobs, upload your resume.

In our recent survey, recruiters told us that resume search is the top tool they use to find the best candidates. Post your resume today to ensure recruiters and hiring managers can easily find you.

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What Does A Market Researcher Do?

How to become a market researcher.

Avg. Experience

Get Market Researcher Jobs Emailed to You

By signing up, you agree to the terms of use and privacy policy

Market Researcher Career Paths

The career path for a Market Researcher can vary depending on the industry and type of organization they work for. Entry-level positions may involve working as a research assistant or analyst, conducting literature reviews and data analysis. With experience and advancement, market researchers may take on roles such as research manager or senior analyst, overseeing research projects and mentoring junior researchers. Some market researchers may also move into positions such as marketing manager or product manager, using their research expertise to inform business decisions at a strategic level. There is also the opportunity to become a consultant or start your own research firm. It's a flexible field where you can progress in different directions based on your interest, skills and experiences.

Average Salary for Market Researcher

Market researcher education, market researcher degrees, search for market researcher jobs, upload your resume.

In our recent survey, recruiters told us that resume search is the top tool they use to find the best candidates. Post your resume today to ensure recruiters and hiring managers can easily find you.

Powered by Web Scribble Solutions , Inc.