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Career overview · SOC 13-1161

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.

Also called: Business Development Specialist · Communications Specialist · Demographic Analyst · Market Analyst · Market Research Analyst · Market Research Consultant

Median pay (national)
$76,950
$42,070–$144,610 (10th–90th)
Employed (US)
861,140
BLS OEWS, May 2024
Outlook 2024–34
+6.7%
~87,200 openings/yr
Typical entry
Bachelor's degree

What the numbers say

Refit analysis ·Pay for market research analysts and marketing specialists shows an unusually wide range: the top 10% earn $144,610 versus $42,070 at the bottom 10% — 3.4x. The median of $76,950 leaves roughly 88% of headroom to the 90th percentile, which is where seniority, specialization, and the skills below tend to pay off.
Refit analysis ·Employment is projected to change +6.7% from 2024 to 2034 — faster than the 3% all-occupation average. Even so, BLS projects about 87,200 openings a year, mostly to replace workers who retire or change careers.
Refit analysis ·Where you work moves the number a lot. Across the 54 states with released data, Delaware pays the most for this role (median $98,650, +28% vs the national median), while Puerto Rico sits lowest at $38,410 — a 157% spread for the same job title.
Refit analysis ·O*NET rates Reading Comprehension, Writing, Critical Thinking as the highest-importance skills here — so a resume aimed at this role should lead with evidence of those, not a generic skills list. On the tools side, O*NET flags Adobe Creative Cloud software, Canva, Google Analytics, Microsoft Excel as in-demand technologies for this role.

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Top skills employers ask for

Ranked by O*NET importance for this occupation.

  • Reading Comprehension
  • Writing
  • Critical Thinking
  • Active Listening
  • Speaking
  • Active Learning
  • Mathematics
  • Monitoring
  • Learning Strategies
  • Science

What they actually do

Core O*NET tasks for this role.

  • 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.
  • 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.
  • Direct trained survey interviewers.
  • Develop and implement procedures for identifying advertising needs.

Tools & technology

  • Adobe Creative Cloud software
  • Canva
  • Google Analytics
  • Microsoft Excel
  • Microsoft Office software
  • Microsoft Outlook
  • Microsoft PowerPoint
  • Salesforce software
  • TikTok
  • Adobe After Effects
  • Adobe Illustrator
  • Adobe InDesign
  • Adobe Photoshop
  • Amazon Redshift
  • Apache Hadoop
  • Apache Hive

Knowledge areas

  • English Language
  • Customer and Personal Service
  • Sales and Marketing
  • Mathematics
  • Administration and Management
  • Communications and Media
  • Administrative
  • Computers and Electronics