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Home / Online Bachelor’s Degree Programs / Online Bachelor of Science in Marketing Degree / Marketing Careers for Bachelor’s in Marketing Graduates / How to Become a Market Research Analyst: Steps and Skills

How to Become a Market Research Analyst How to Become a Market Research Analyst How to Become a Market Research Analyst

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An increasing number of companies across varied industries rely on market research and statistical data to make informed decisions and carry out effective plans. This has made the market research analyst role indispensable in many organizations.

Students who are interested in entering the profession should know that educational investment is crucial. In addition to  earning the right degree  to become a market research analyst, they also need to develop the right set of skills and gain sufficient working experience.

What Does a Market Research Analyst Do?

Market research analysts help companies understand target markets. They do this through in-depth studies of market trends, market conditions, consumer buying behaviors, and other related metrics. Having a comprehensive understanding of these areas allows companies to devise the right products and identify which consumers are likely to purchase those products at certain prices. Market research analysts may accomplish this through questionnaires, interviews, and market analysis, among other strategies. These professionals are also skilled in researching and analyzing competitors.

Market Research Analyst Degree Path

Market research analysts are vital to helping a business target the right consumers and optimize growth strategies. Earning a degree in marketing, business analytics, or a related field can help individuals on their path toward becoming a market research analyst. Gaining professional experience and honing the skills that are considered fundamental for the role are also important.

Collectively, these steps can equip individuals with a foundation in the necessary skills and knowledge to be successful in the career. Just as importantly, they can help individuals understand how best to apply what they’ve learned to an individual company’s goals.

Market Research Analyst Education Requirements

Typically, the market research analyst role requires a minimum of a bachelor’s degree. There are a number of relevant undergraduate degrees, with the most useful offering a deeper understanding of core concepts related to market research analysis, including consumer behavior, target audience identification, and strategic planning.

Those who are interested in an advanced career in market research analysis should consider pursuing a master’s degree. This isn’t a requirement to enter the field, but some employers may prefer candidates with an advanced degree, especially for senior and managerial roles.

How to Become a Market Research Analyst

There are essential steps to becoming a market research analyst, including obtaining the right bachelor’s degree and considering a  master’s degree  for possible higher-level positions. Market research analysts also need several years of work experience to become certified as professional market researchers.

Step 1: Earn a Bachelor’s Degree

Students can begin their paths by earning a bachelor’s in fields such as  marketing ,  business administration , or  psychology . Each of these degrees, in different ways, provides valuable insights, enabling future market research analysts to assess consumer buying behaviors and preferences.

Specifically, a degree in marketing is valuable, since the coursework incorporates business theories and policies, marketing, and the study of consumer behaviors. A bachelor’s in business administration provides a foundation in financial accounting, economics, business law, and statistics. A degree in psychology, on the other hand, allows students to study human nature and behaviors from perspectives that incorporate fundamental concepts such as cognition, multiculturalism, critical thinking, and development through the lifespan.

Step 2: Build On-the-Job Experience

Advancing to the role of market research analyst usually requires at least a few years of industry experience, working in a role such as marketing assistant or account representative. This background helps gain access to greater job opportunities — such as becoming a market research analyst — as well as assists in qualifying for particular certifications. Market research analysts usually work full time, although certain job demands, such as time-sensitive marketing campaigns, may require them to work additional hours.

Step 3: Earn a Master’s Degree (Optional)

To qualify for higher-level positions, market research analysts should consider pursuing a master’s degree. There are degrees that focus specifically on market research analysis related fields, such as marketing, market research, or data analytics; however, professionals may also choose to earn a  Master of Business Administration (MBA) .

In addition to opening greater career opportunities, a master’s degree can also serve as a valuable tool in obtaining the Insights Professional Certification, or IPC. This designation is administered by the Insights Association. To qualify, applicants need to take and pass a test and possess at least three years of work experience. Certified researchers who plan to renew their credentials, which is required every two years, must complete 20 hours of continuing education.

What Skills Does a Market Research Analyst Need?

In addition to building job experience and obtaining the right education, market research analysts need specific soft skills to succeed in the field.

The ability to analyze huge amounts of data is a must, considering that research and information analysis are at the heart of the job. In terms of choosing the right marketing strategies for any given company, critical-thinking abilities also come into play.

Finally, market research analysts need exceptional communication skills. Those interested in becoming market research analysts need to develop oral and written communication skills, as the role typically involves frequent presentations and interactions with clients, team members, consumer audiences, and other stakeholders.

Market Research Analyst Salaries and Job Outlook

According to the BLS, the median salary for a market research analyst in 2020 was $65,810. Several factors contribute to precise salary levels, such as overall professional experience and the position’s location.

In addition, the BLS projects 18% growth for this job between 2019 and 2029. This rate is significantly higher than the 4% average employment growth for all other occupations over the same 10-year period. By 2029, the BLS estimates that as many as 130,300 additional market research analyst jobs will be created.

Several factors contribute to this impressive growth in market research analyst jobs. Companies are relying to a greater degree on data and research to effectively target consumers. The ability to reach the right customers, due to more effective marketing and advertising strategies, leads to an increase in business profits.

The BLS further reports that job applicants with strong backgrounds in statistics and data analysis, as well as those with a master’s degree in marketing or business administration, are likely to have better employment opportunities.

Start Your Journey to Becoming a Market Research Analyst Today

If you have a passion for understanding marketing research, statistical data, and human psychology, a career as a market research analyst might be an excellent choice.

There is no better time than now to invest in your future. Earning a degree in a field such as marketing, statistics, analytics, psychology, or business administration can be a step in the right direction to becoming a market research analyst.

Maryville University offers online  bachelor’s  and  master’s  degrees in a range of fields including  marketing ,  psychology , and  business administration . These rigorous academic degree programs are designed to fit into students’ busy lifestyles, which may include family obligations and full-time jobs.

Be brave. Take the first step today toward an exciting career as a market research analyst.

Recommended Reading

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Insights Association, Insights Professional Certification

Insights Association, “New Insights Professional Certification (IPC) Announced”

Society for Human Resource Management, Market Research Analyst

U.S. Bureau of Labor Statistics, Market Research Analysts

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BUSINESS CAREER GUIDES

Market Research Analyst Career

What is a market research analyst .

Positioned at the crossroads of psychology, data science, and advertising, market research analysis involves leveraging qualitative and quantitative information to enhance marketing strategies. Market research analysts and marketing specialists provide data-informed marketing guidance to companies. They’re skilled researchers who scour web analytics, sales records, social media platforms, and customer feedback to collect data and uncover valuable insights. Market research analysts translate disjointed, complex information into cohesive action plans that marketing teams use to expand their audience, increase sales, and better meet customers’ needs. If you’re an analytical thinker with an interest in marketing, the market research analyst career may be right for you. 

RESPONSIBILITIES

What Does a Market Research Analyst Do? 

The day in the life of a market research analyst involves a mixture of data collection, statistical analysis, reporting, presentations, and cross-team collaboration. While job duties can vary depending on the industry and marketing goals, this dynamic career typically involves the following responsibilities: 

• Developing data-collection tools such as customer satisfaction surveys and questionnaires.
• Interviewing customers and conducting focus groups to understand the target audience’s opinions and perceptions of the brand. 
• Collecting and analyzing data from web analytics tools, social media interactions, online reviews, sales statistics, and customer relationship management (CRM) systems. 
• Estimating potential sales. 
• Visualizing and summarizing numerical information using graphs, charts, tables, and infographics.
• Developing action plans detailing the suggested marketing goals and strategies. 
• Recommending new marketing tactics to company leaders.
• Evaluating sales data and analytics to determine the success of the company’s marketing initiatives.
• Investigating competitors’ products, services, systems, and advertising methods.
• Closely following emerging consumer trends, market fluctuations, and industry dynamics.

EDUCATION & BEST DEGREES

How do i become a market research analyst .

The market research field attracts individuals of diverse educational backgrounds. If you’re interested in this multifaceted and evolving profession, consider earning a degree in marketing, business, or psychology. While each educational route provides a unique skill set and knowledge base, they can all establish the foundation for a thriving market research analyst career. Professionals with a B.S. in Psychology , for example, use their understanding of human behavior to identify customers’ needs and devise persuasive marketing strategies. Psychology programs emphasize quantitative and qualitative data collection and analysis—abilities that are crucial for a research analyst job. 

A  B.S. in Business Administration–Marketing  or  B.S. in Business Administration–Business Management  can also set the stage for a prosperous market research analyst career. If you want to qualify for advanced positions with greater responsibilities and higher salaries, consider earning a master’s degree. An  M.S. in Marketing  can provide the in-depth knowledge needed to excel in this competitive job market. Once you’ve earned your degree, you may want to acquire one or more professional certifications. Certifications can further enhance your legitimacy as a research analyst and show employers that you have the expertise needed to succeed in this challenging career. WGU offers a self-directed, competency-based  Business Leadership Certificate  to help you develop your leadership abilities. The certificate curriculum is deliberately chosen to align with the competencies employers seek in job candidates.

Best Degrees for a Market Research Analyst

An online psychology program for students who want to make a difference in...

An online psychology program for students who want to make a difference in their life, and the lives of others.

• Time:  95% of students finish similar programs in less than 4 years.
• Tuition:  $4,085 per 6-month term.
• Courses:  34 total courses in this program.

Skills for your résumé included in this program: 

• Social psychology
• Consumer psychology
• Adult psychology
• Mental health awareness
• Psychopathology

This degree allows you to gain valuable knowledge and experience in the field of psychology and can prepare you for additional certifications or careers.

Hone your business acumen and garner added respect:...

Hone your business acumen and garner added respect:

• Time: 61% of graduates finish within 19 months
• Tuition:  $3,755 per 6-month term
• Courses : 40 total courses in this program

Skills for your résumé this program will teach you include: 

• Business communication
• Product development
• Decision making models
• Project management strategies
• Budgeting for business

This online degree program is an excellent choice for kick-starting your organizational management career.

For those who want to lead brands and steer consumer markets:...

For those who want to lead brands and steer consumer markets:

• Time: 60% of graduates finish within 19 months.
• Tuition:  $3,755 per 6-month term.
• Courses: 41 total courses in this program.

Skills for your résumé you will learn in this program include: 

• Communication
• Project Management
• Product Management

Marketing is a creative and exciting field—and one where an undergraduate degree will open better opportunities.

Two online marketing master's degree options with a focus on either...

Two online marketing master's degree options with a focus on either digital marketing or marketing analytics.

• Time:  61% of graduates finish WGU master's programs in 18 months
• Tuition:  $4,530 per 6-month term
• Courses:  10 total courses in this program
• Specialization:  Students choose from two specializations to focus their marketing studies on digital marketing or marketing analytics

Skills for your résumé that you will learn in this program:

• Strategic Planning
• Digital Marketing Analytics
• Presentations
• Market Research
• Communications

A marketing master's degree will help you prepare for a wide range of exciting marketing careers.

How Much Does a Market Research Analyst Make? 

According to the U.S. Bureau of Labor Statistics (BLS), The median market research analyst salary is $68,230 per year . Annual wages range from less than $38,280 to more than $131,850. Salaries vary based on location, employer, and industry. 

What Is the Job Outlook for a Market Research Analyst? 

Consumers have more options than ever when choosing the companies they patronize. Businesses rely on market research analysts to provide data-driven insights to help them develop effective marketing campaigns and stand out from the competition. The BLS estimates that the need for market research analysts from 2022 to 2032 will grow by 13% . This favorable job outlook is primarily driven by the increasing use of data-informed marketing across industries. During this period, there will be an estimated 94,600 openings for market research analysts each year. 

What Skills Does a Market Research Analyst Need? 

Because it’s a multifaceted profession, market research analyst jobs require proficiency in multiple domains. You’ll need the following skills:

• Data collection and analysis. Through systematic data analysis, market research analysts pinpoint the marketing strategies with the greatest potential for advancing the business. 
• Research expertise . Navigating vast data sets isn’t easy, and marketing professionals must harness statistical knowledge, analytical thinking, and attention to detail to identify patterns and extract meaningful insights. 
• Communication . Because they explain complex marketing recommendations to stakeholders, market research analysts need a mix of strong verbal and written communication skills. 
• Strategic thinking. Strategic thinking allows market research analysts to collect data, account for relevant factors, prioritize information, and develop marketing initiatives that are practical, financially worthwhile, and aligned with the business’s broader goals.
• Continuous learning. By embracing a growth mindset, research analysts can stay abreast of market conditions and economic trends influencing their marketing strategies.
• Collaboration. Because the job intersects with so many other business sectors, teamwork is vital to being a market research analyst. 
• Technological proficiency. Market research analysts need to be proficient in various digital tools and technologies. They frequently use data from CRM systems, Google Analytics, HubSpot, SEMrush, and internal databases to inform their marketing approaches. 
• Project management. It’s common for marketing specialists to manage numerous initiatives simultaneously, so project management skills are essential. 
• Creativity. Market research analysts use their creative talent to design innovative research methodologies and marketing tactics. 
• Brand management. Ensuring that marketing tactics improve the target audience’s perception of the brand requires marketing know-how, ingenuity, and adaptability. 
• Social media marketing. Proficiency in content creation, customer relationship management, and data interpretation allows market research analysts to develop successful social media campaigns.

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• Market Research Analysts: Jobs, Career, Salary and Education Information

Market Research Analysts

Career, salary and education information.

What They Do : Market research analysts study market conditions to examine potential sales of a product or service.

Work Environment : Because most industries use market research, these analysts are employed throughout the economy. Most analysts work full time during regular business hours. Some work under pressure of deadlines and tight schedules.

How to Become One : Most market research analysts need at least a bachelor’s degree. Some research positions may require a master’s degree. Strong math and analytical skills are essential.

Salary : The median annual wage for market research analysts is $63,920.

Job Outlook : Employment of market research analysts is projected to grow 19 percent over the next ten years, much faster than the average for all occupations.

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

Following is everything you need to know about a career as a market research analyst with lots of details. As a first step, take a look at some of the following jobs, which are real jobs with real employers. You will be able to see the very real job career requirements for employers who are actively hiring. The link will open in a new tab so that you can come back to this page to continue reading about the career:

Top 3 Market Research Analyst Jobs

Market research analyst . Monitor and forecast marketing trends. Mail resume. Saint Vincent Healthcare, 1810 N. Fair Oaks Avenue, Pasadena, CA 91103, Attn. C. Bautista recblid ...

About the Role: We're currently looking for a Research Analyst to join our growing insights ... Excellent capabilities in writing long-form market research reports using secondary research on a ...

The Market Research Analyst (Political and Corporate) reports to the Associate or Director and is responsible for assisting with the execution and implementation of custom qualitative and ...

See all Market Research Analyst jobs

What Market Research Analysts Do [ About this section ] [ To Top ]

Market research analysts study market conditions to examine potential sales of a product or service. They help companies understand what products people want, who will buy them, and at what price.

Duties of Market Research Analysts

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 complex data and findings into understandable tables, graphs, and written reports
• Prepare reports and present results to clients and management

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

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

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 are known as survey researchers .

Work Environment for Market Research Analysts [ About this section ] [ To Top ]

Market research analysts hold about 792,500 jobs. The largest employers of market research analysts are as follows:

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

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

Market Research Analyst Work Schedules

Most market research analysts work full time during regular business hours. Some, however, work under pressure of deadlines and tight schedules, which may require additional hours of work.

How to Become a Market Research Analyst [ About this section ] [ To Top ]

Get the education you need: Find schools for Market Research Analysts near you!

Most market research analysts need at least a bachelor's degree. Some research positions may require a master's degree. Strong math and analytical skills are essential.

Education for Market Research Analysts

Market research analysts typically need a bachelor's degree in market research or a related field. Many have degrees in fields such as statistics, math, or computer science. Others have backgrounds in business administration, the social sciences, or communications.

Courses in statistics, research methods, and marketing are essential for these workers. Courses in communications and social sciences, such as economics or consumer behavior, are also important.

Some market research analyst jobs require a master's degree. Several schools offer graduate programs in marketing research, but many analysts complete degrees in other fields, such as statistics and marketing, and/or 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 for Market Research Analysts

Certification is voluntary, but analysts may pursue certification to demonstrate a level of professional competency. The Marketing Research Association offers the Professional Researcher Certification (PRC) for market research analysts. Candidates qualify on the basis of experience and knowledge; they must pass an exam, have at least 3 years working in opinion and marketing research, and complete 12 hours of industry-related education courses. Individuals must complete 20 hours of industry-related continuing education courses every 2 years to renew their certification.

Important Qualities for Market Research Analysts

Analytical skills. Market research analysts must be able to understand large amounts of data and information.

Communication skills. Market research analysts need strong communication skills when gathering information, interpreting data, and presenting results to clients.

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

Detail oriented. Market research analysts must be detail oriented because they often do precise data analysis.

Market Research Analyst Salaries [ About this section ] [ More salary/earnings info ] [ To Top ]

The median annual wage for market research analysts is $63,920. 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 $37,570, and the highest 10 percent earned more than $128,320.

The median annual wages for market research analysts in the top industries in which they work are as follows:

Job Outlook for Market Research Analysts [ About this section ] [ To Top ]

Employment of market research analysts is projected to grow 19 percent over the next ten years, much faster than the average for all occupations.

About 99,800 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.

Employment of Market Research Analysts

Employment growth will be driven by an increasing use of data and market research across many industries. They 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.

Careers Related to Market Research Analysts [ About this section ] [ To Top ]

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Advertising, promotions, and marketing managers plan programs to generate interest in products or services. They work with art directors, sales agents, and financial staff members.

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Cost estimators collect and analyze data in order to estimate the time, money, materials, and labor required to manufacture a product, construct a building, or provide a service. They generally specialize in a particular product or industry.

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Mathematicians and Statisticians

Mathematicians and statisticians analyze data and apply mathematical and statistical techniques to help solve real-world problems in business, engineering, healthcare, or other fields.

Operations Research Analysts

Operations research analysts use advanced mathematical and analytical methods to help organizations investigate complex issues, identify and solve problems, and make better decisions.

Public Relations Specialists

Public relations specialists create and maintain a favorable public image for the organization they represent. They craft media releases and develop social media programs to shape public perception of their organization and to increase awareness of its work and goals.

Survey Researchers

Survey researchers design and conduct surveys and analyze data. Surveys are used to collect factual data, such as employment and salary information, or to ask questions in order to understand people's opinions, preferences, beliefs, or desires.

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How to Become a Market Research Analyst

For a career that combines a passion for data analysis, marketing strategies, and understanding customer behavior, look no further than a market research analyst. In this ever-evolving digital age, market research analysts are in high demand, as they help companies navigate the complex landscape of consumer preferences and effectively position their products and services.

Key Takeaways

Market research analysts study market conditions and customer behavior to assess how to market products and services to consumers.

Essential skills for the role include strong data analysis, communication expertise, and computer proficiency.

Market research analysts can expect to receive an average salary of $78,880.

Steps to Becoming a Market Research Analyst

The path to becoming a market research analyst starts with obtaining a relevant degree. A bachelor’s degree in marketing, business administration, or psychology provides valuable insights for aspiring market research analysts. These educational backgrounds equip individuals with the critical thinking, analytical, and communication skills necessary for a successful career in market research.

Beyond education, it’s helpful to acquire relevant work experience outside of the field of market research analysis. Employers often look for candidates with experience in business or analytics when making their hiring decisions. Having knowledge and expertise of other areas of the industry and an understanding of business practices will help with employment in the field. To gain hands-on experience, consider pursuing internships, assistant roles, or account positions within the industry.

Alongside education and experience, obtaining certifications can significantly boost a career as a market research analyst. Professional certifications, such as the Certified Research Analyst (CRA), can demonstrate competency and improve job prospects.

Understanding the Market Research Analyst Role

Market research analysts play a vital role in helping companies:

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Understand their target markets

Analyze trends

Develop effective marketing strategies

Examine competitors

Analyze market conditions

Study customer purchasing behaviors

Provide businesses with invaluable insights through marketing research

To achieve their objectives, market research analysts utilize various research methods, such as primary and secondary research, qualitative research, and quantitative research.

They transform data into actionable strategies, enabling companies to create successful marketing campaigns and product launches. Their unique focus on market trends and consumer behavior sets them apart from similar roles, such as marketing analysts, business analysts, and data analysts.

Market Research Analyst Education Path

Aspiring market research analysts need a robust educational foundation. A bachelor’s degree in a relevant field, such as marketing, business analytics, or psychology, provides the necessary knowledge and skills for this career.

Those seeking to become a market research professional may benefit from obtaining a master’s degree, such as a Master of Business Administration (MBA).

Bachelor’s Degree

A bachelor’s degree in marketing offers familiarity with business theories and policies, marketing practices, and the examination of consumer behaviors. On the other hand, a degree in business administration equips students with foundational knowledge in financial accounting, economics, business law, and statistics.

For those interested in understanding the psychological aspects of consumer behavior, a degree in psychology allows students to explore human nature and behaviors from various perspectives. These diverse educational backgrounds all provide a solid foundation for a successful career as a market research analyst.

Master’s Degree

Although a master’s degree is not a requirement for all market research analyst positions, it can be beneficial for those seeking higher-level roles. Master’s degrees, such as the Master of Science in Business Analytics and the Master of Business Administration (MBA), equip students with specialized knowledge and expertise in the field of market research.

These advanced degrees can help market research analysts stand out in the competitive job market and propel them into leadership positions.

Essential Skills for Market Research Analysts

Specific key skills are indispensable for excelling in the field of market research analysis. Market research analysts require proficiency in data analysis, communication, and computer usage.

Critical thinking skills not only help analysts gather and interpret market data but also enable them to communicate their findings effectively to colleagues and clients.

Data Analysis

Market research analysts typically must possess strong data analysis skills to interpret both qualitative and quantitative data effectively, which includes data and market research. This encompasses analyzing sales trends, market conditions, and consumer behaviors.

Attention to detail and organization are essential for accurately interpreting data and managing extensive volumes of information. Proficiency in statistical techniques and software platforms can also help analysts turn raw data into meaningful insights for their companies.

Communication Skills

Strong communication skills, both oral and written, are necessary for market research analysts to interact professionally with coworkers and clients. They must be able to collect information, interpret data, and present their findings in an understandable format, such as graphs, charts, and reports.

Being detail-oriented, well-organized, and goal-oriented are also key attributes for market research analysts when conducting focus groups.

Computer Proficiency

Proficiency in various computer programs and statistical software platforms is a must for a market research analyst. Some of these include Microsoft Office, SPSS, WinCross, and SAS. These software tools help analysts manage and analyze large datasets, creating actionable insights for their companies.

By developing advanced computer skills, market research analysts can enhance their productivity and efficiency in the workplace.

Gaining Work Experience in Market Research

Acquiring work experience is a pivotal step towards becoming a market research analyst. As most positions are not entry-level, employers typically prefer to hire individuals with experience in the marketing field. One effective way to gain experience is by pursuing internships, assistant roles, or account positions within the industry. These opportunities allow aspiring market research analysts to develop their skills, build professional networks, and familiarize themselves with the ins and outs of various industries.

In addition to internships and assistant roles, another way to gain experience is by working in related roles, such as marketing assistants or data analysts. These positions often involve analyzing sales trends and other market data, providing valuable hands-on experience for those looking to transition into a market research analyst role.

Pursuing Certifications for Market Research Analysts

Certifications can play a significant role in demonstrating competency and improving job prospects as a market research analyst. Certifications from the International Institute of Procurement and Market Research are popular choices, and offer three levels based on work experience. A Certified Research Analyst (CRA) requires no work experience, while a Certified Research Professional (CRP) must have a minimum of three years and relevant work experience.

Pursuing certifications not only helps market research analysts stand out in the competitive job market but also ensures that their skills are up-to-date with industry standards. By investing in certifications, market research analysts can enhance their career outlook and open new opportunities in the field.

Job Outlook and Salary for Market Research Analysts

The job outlook and compensation opportunities for market research analysts are promising. A market research analyst salary is slightly below or above the national average, with an encouraging growth prediction for the future. This growth is due to organizations relying more on data and market research to enhance customer outreach and make business decisions.

This is good news for people interested in this field and looking for job opportunities.

Market Research Analyst Salary

Most entering the field as a market research analyst can expect to receive an average salary of $78,880, according to the U.S. Bureau of Labor Statistics. In general, salaries range between $38,000 to more than $130,000 for those in the top ten percent of the field.

The highest-paying market research analyst jobs can be found in the District of Columbia, Washington, Delaware, New York, and New Jersey.

Outlook for Market Research Analysis Jobs

It’s predicted that market research analyst jobs will grow thirteen percent from 2022 through 2032, faster than the average of all occupations. This growth is driven by the need for those with data analysis knowledge and the increasing use of market research across all industries.

Pursuing a career as a market research analyst can be a wise choice for those interested in data analysis, marketing strategies, and understanding customer behavior. As companies continue to prioritize data-driven decision-making, the demand for skilled market research analysts is expected to remain strong. This is why many businesses choose to hire market research analysts to help them make informed decisions. For those seeking market research analyst jobs, this growing demand presents excellent opportunities.

Tips for Landing a Market Research Analyst Job

Creating a compelling resume that underlines relevant experience, showcases technical skills, and highlights any certifications is vital in securing a market research analyst job. Additionally, developing technical proficiency in data analysis, communication, and computer usage can make candidates more attractive to potential employers.

Networking within the industry can also be a valuable strategy for securing a market research analyst position. Attending industry events, joining professional organizations, and connecting with other market research analysts are successful ways to build a professional network and increase the chances of landing a job.

Comparing Market Research Analysts to Similar Roles

Market research analysts possess many of the same skills as those who analyze data and provide strategic insights, such as marketing analysts, business analysts, and data analysts. However, each role has its unique focus and skill set. While marketing analysts concentrate on a company’s internal marketing efforts, business analysts utilize large data sets to devise recommendations that improve a business’ processes and optimize performance. Data scientists, in contrast, work with extensive and intricate datasets to draw meaningful patterns and insights, requiring a solid foundation in mathematics, statistics, and computer science.

On the other hand, market research analysts focus on collecting and evaluating data related to market trends and consumer behavior, helping companies develop effective marketing strategies and product launches. They can help companies with everything from retaining current customers to obtaining new customers to new marketing campaigns, all by analyzing data and conducting research.

By understanding the differences between these roles, professionals can better determine which career path aligns with their interests and skills.

In conclusion, becoming a market research analyst is an exciting and rewarding career path for those who are passionate about data analysis, marketing strategies, and understanding customer behavior. With a promising job outlook and competitive salary, market research analysts play a crucial role in helping companies navigate the complex landscape of consumer preferences and market trends.

Frequently Asked Questions

What is the difference between a market analyst and a market researcher.

Although the jobs have some overlap and similarities, market research analysts focus on consumers and gathering data from the customers, while a market analyst gathers data taking into account information and insights from multiple sources. Market analysis explores a more contextualized view of the market to reveal trends. Market research analysts collect data points necessary to answer research questions.

Do you need an MBA to be a market research analyst?

Although not always necessary, earning an MBA can be beneficial for market research analyst positions at a more advanced level that may offer higher salaries. Generally, employers require at least a bachelor’s degree in business, market research, communications, or social sciences, and some may prefer a master’s degree.

How do I start a career as a market research analyst?

The frist step to become a market research analyst is to receive a higher education in a related field, ideally while also learning about statistics, research methods, and marketing. Then obtain work experience through entry-level positions or internships and pursue certification opportunities.

What is the minimum educational requirement for a market research analyst?

A bachelor’s degree in a relevant field, such as marketing, business analytics, or psychology, is the minimum educational requirement for becoming a market research analyst.

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How to Become a Market Research Analyst

By Alyciah Beavers

Published: March 19, 2024

In today’s ever-evolving business landscape, organizations strive to make informed decisions that will propel them toward success, and this is where a market research analyst role is crucial. The career suits anyone who wants to become a master of data, a sleuth of consumer behavior, and a guardian of market insights. Read on to understand what is a market research analyst and if this career might be the right choice for you.

Career Summary

Market research analyst salary.

Here is a general trajectory of market research analyst salary, according to Glassdoor.com :

• Entry Salary (US$56k)
• Median Salary (US$71k)
• Executive Salary (US$100k)

To put this into perspective, the annual average wage for all occupations in the US is $61,900 . This means that, based on your level, you can make some excellent cash as a market research analyst.

Market Research Analyst Job Description

So, what does a market research analyst do? A market research analyst collects, analyzes, and interprets data to provide insights and recommendations on market trends and consumer behavior to a business . Their main objective is to help businesses make informed decisions regarding their products, services, and marketing strategies. Additionally, a market research analyst conducts market analysis and assists companies in understanding the products people want and how to price them.

Market Research Analyst Career Progression

• Entry-Level Analyst: It is the starting point for most market research analysts. At this stage, your roles involve assisting more senior analysts in conducting research, collecting data, and analyzing market trends. Your role also entails preparing reports and presentations.
• Research Analyst: You have more independence and take on greater responsibility for designing research methodologies, managing data collection, and conducting analysis.
• Senior Analyst: You have a deeper understanding of market research methodologies, advanced analytical techniques, and industry-specific knowledge.
• Supervisor: Here, your role involves overseeing multiple research projects, managing a team of analysts, and contributing to high-level decision-making. You are responsible for resource allocation, project planning, and client management.
• Head of Market Research: You are responsible for shaping the overall research strategy, guiding the research team, and collaborating with senior executives to align research efforts with business goals. You are also involved in budgeting, business development, and fostering relationships with clients and stakeholders.

• It simulates intellectual intelligence, where you develop your critical and problem-solving skills.
• It gives you the proper industry exposure since you work with clients from diverse industries.
• The career offers continuous learning opportunities since market research is a rapidly evolving field.
• As a marketing analyst, you can comfortably tackle complex business problems.
• It offers a collaborative environment where you work as a team with other people, such as marketing professionals, statisticians, data scientists, and business executives.
• Some tasks are monotonous as they involve collecting and analyzing large amounts of data, which can sometimes be tedious.
• Market research often operates on tight deadlines, requiring analysts to work under pressure to meet project timelines.
• At times there is limited creativity, whereby some analysts may feel constrained when developing innovative solutions or exploring unconventional approaches.
• The industry is competitive, so analysts need to stay updated constantly on the trends and consumer behaviors.
• There is a lot of data overload, which is overwhelming and challenging to navigate.

Useful Skills to Have As a Market Research Analyst

As a market research analyst, several useful skills can enhance your abilities and contribute to your success in the field, including:

• Research and Analytical Skills
• Data Interpretation and Statistical Analysis
• Critical Thinking Skills
• Strong Communication Skills
• Problem-Solving Abilities
• Technological Proficiency

Popular Market Research Analyst Specialties

Market research analysts specialize in various areas depending on the industry and the specific needs of their clients or employers.

There are some popular specialties within the field of market research analysis:

• Consumer Behavior
• Market Segmentation
• Competitive Analysis
• Brand Research
• Product Development
• Market Trend Analysis

How to become a Market Research Analyst

The right way to become a market research analyst is through education, relevant work experience, and specific skills. While the exact path can vary depending on individual circumstances, here are some common steps to help you pursue a career in market research analysis.

Obtain a Degree in a Relevant Field

Do i need a degree to become a market research analyst.

While having a degree is not always a strict requirement to become a market research analyst, it can significantly enhance your prospects and competitiveness in the job market. Many employers prefer candidates with a bachelor’s degree, particularly in fields such as market research, business administration, statistics, economics, or social sciences .

Why Is It Important to Get A Degree In Market Research or a Related Field?

While it’s not always a strict requirement, obtaining a degree offers numerous advantages. A relevant degree equips you with the foundational knowledge and analytical skills necessary for market research analysis, as well as the skills to analyze complex data sets, use statistical tools and software, and derive meaningful conclusions.

A degree program can provide a comprehensive understanding of research methodologies, statistical analysis, consumer behavior, data interpretation, and marketing principles. These skills are essential for conducting adequate market research and making informed decisions based on the collected data.

Furthermore, some employers may specifically request a degree or prefer candidates with higher qualifications for specific positions or in highly competitive job markets.

Additionally, having a degree can serve as evidence of your commitment, discipline, and ability to acquire and apply knowledge, which can be valuable to potential employers.

How Long Does It Take To Get A Degree?

The duration of a degree program in market research analysis can vary depending on several factors, including the degree level and the educational institution’s structure:

• Associate’s Degree: An associate’s degree generally takes around two years to complete . This program provides a foundational understanding of market research principles and techniques.
• Bachelor’s Degree: A bachelor’s degree typically requires four years of full-time study . Students delve deeper into market research methodologies, data analysis, and related business courses during this program.
• Master’s Degree: Pursuing a master’s degree in market research takes two years beyond the bachelor’s degree . This program focuses on advanced research techniques, data analysis, consumer behavior, and marketing strategy.
• Doctoral Degree: A Ph.D. or doctoral degree in market research analysis can take an additional four to six years of study beyond the master’s degree . The programs emphasize research, theory development, and advanced methodologies. These degrees are more suited for individuals interested in academic or research-oriented careers.

How Much Does It Cost to Study Market Research Analysis at University?

The cost of studying market research analysis at a university can vary widely depending on factors such as the country, the specific university, the level of study, undergraduate or postgraduate. Additionally, tuition fees can change over time, so it’s essential to check with the specific university or college for the most accurate and up-to-date information. Here is a breakdown as of 2022:

• Undergraduate marketing research program tuition for an in-state student is US$12,020, while an out-of-state student pays US$28,345.
• A graduate market research in-state student pays US$13,864, while an out-of-state student pays US$24,560.

Can I become a Market Research Analyst Through Online Education?

Yes, online education makes it possible to become a market research analyst . The web offers numerous resources and programs in multiple fields, including market research, with flexible learning hours.

Look for accredited online courses, certificate programs , or degree programs in market research, marketing, business, statistics, or related fields. Ensure that the program you choose is from a reputable institution.

Gain Practical Experience

Practical experience complements theoretical knowledge and helps you demonstrate your skills and abilities to potential employers. Seeking opportunities to apply your knowledge and skills in realistic settings and continuously striving to expand your expertise through hands-on experience in market research is the only way to go. Some ways involve volunteering and interning in different corporations to gain hands-on experience.

What are Internship Opportunities for A Market Research Analyst?

As a market research analyst, several internship opportunities are available to gain practical experience and develop your skills.

Here are some potential avenues to explore:

• Market Research Firms: Many market research companies offer internship programs tailored explicitly for aspiring analysts. These firms research for various clients and industries, exposing interns to multiple projects and methodologies.
• Corporate Internships: Numerous companies, especially larger ones, have in-house market research departments. These organizations often offer internships to support their research activities, allowing you to work directly with their marketing teams and gain industry-specific insights.
• Advertising and Marketing Agencies: Advertising and marketing agencies frequently require market research to inform their strategies and campaigns. Interning with such agencies can expose you to diverse projects and clients, enhancing your understanding of how research drives marketing decisions.
• Technology Companies: Tech companies, particularly those involved in data analytics and consumer insights, often offer internships for market research analysts. These opportunities can provide exposure to innovative tools, techniques, and datasets, allowing you to develop skills in the intersection of technology and market research.
• Consulting Firms: Consulting firms may have market research divisions or projects to which interns can contribute. These firms work with clients to provide strategic advice; market research is critical to their decision-making processes.
• Government Agencies: Government agencies often conduct market research to inform policy decisions, public campaigns, and program evaluations. Interning with a government agency can provide insights into the unique challenges and considerations of conducting research within the public sector.

To find internship opportunities , consider exploring online job boards, company websites, and professional networking platforms and contacting your university’s career services department. Networking with professionals in the field, attending industry events, and joining relevant market research associations or groups can also help you discover internship opportunities.

What Skills Will I Learn As A Market Research Analyst?

As a market research analyst, you will develop various skills to effectively gather, analyze, and interpret data to support business decision-making.

Here are some essential skills you can expect to learn and enhance in this role:

• Research Design: You will learn how to design research studies and formulate appropriate research questions and objectives.
• Data Collection: You will acquire skills in collecting data through surveys, interviews, focus groups, and observational studies. This includes developing questionnaires, conducting interviews, and managing data collection processes.
• Data Analysis: You will gain proficiency in analyzing data using statistical techniques, data visualization tools, and software packages like Excel, SPSS , or R . This involves interpreting quantitative and qualitative data, identifying patterns and trends, and drawing meaningful insights.
• Market Analysis: You will learn to assess market trends, customer behavior, and competitive landscapes. This includes conducting competitor analyses, market segmentation, and identifying target markets.
• Report Writing: You will develop strong written communication skills to effectively communicate research findings and insights through reports, presentations, and visualizations. This involves summarizing complex data into clear and actionable recommendations.
• Critical Thinking: You will enhance your ability to think critically and analytically, evaluate research methodologies, assess data quality, and identify potential biases or limitations in research findings.
• Problem-Solving: As a market research analyst, you will learn to identify business problems, formulate research objectives, and develop strategic solutions based on data-driven insights.
• Collaboration: You will develop teamwork and collaboration skills, as market research often involves working with cross-functional teams, stakeholders, and clients to understand their needs and deliver actionable results.
• Technology and Tools: You will become proficient in utilizing market research tools, software, and technologies to enhance data collection, analysis, and reporting. This may include data analytics platforms, survey software, CRM systems , and visualization tools.
• Industry Knowledge: You will gain deep knowledge and understanding of the industry or market you are researching, including key trends, regulations, and emerging opportunities.

What are Some Web Resources to Learn Skills to Become a Market Research Analyst?

Several web resources can help you acquire the necessary knowledge and skills.

Here are some useful platforms and websites you can explore:

• MarketResearch.com : This website offers various market research reports and articles covering multiple industries. It can help you understand different research methodologies, industry trends, and analysis techniques.
• GreenBook : GreenBook provides a platform for market research professionals and offers industry news, reports, webinars, and online resources. It covers topics such as research techniques, data analysis, and emerging trends in the field.
• American Marketing Association (AMA) : The AMA website provides valuable resources and tools for marketers, including market research-related content. It offers articles, white papers, webinars, and events that enhance your understanding of market research concepts and practices.
• Research Association (ESOMAR) : ESOMAR is a global association for market, opinion, and social research professionals. Their website offers a comprehensive library of resources, including industry reports, webinars, and guidelines for conducting market research.
• Quirks : Quirks is a website that offers market research articles, case studies, and industry news. It covers various topics like survey design, data analysis, and emerging methodologies. They also have a directory of market research vendors and services.
• Research World : Research World is an online publication covering recent trends and developments in the market research industry. It provides articles, case studies, and insights from industry experts, which can be valuable for learning and staying updated.

Obtain Certifications

Consider pursuing additional certifications or courses in market research, data analysis, or relevant areas to enhance your knowledge and marketability.  While there is no single universal certification for market research analysts, several reputable organizations offer certifications that can enhance your credentials.

Some popular certifications include:  

• Certified Market Research Professional (CMRP) : This is a widely recognized certification that demonstrates a market research analyst’s expertise in research methodologies, ethics, and data analysis. It signifies a commitment to high professional standards and best practices in the field. Earning the CMRP can enhance your credibility, increase your chances of landing job opportunities, and potentially lead to higher earning potential.
• Professional Researcher Certification (PRC) : The PRC certification validates a market researcher’s knowledge, skills, and ethical practices. It covers a broad range of market research topics, including research design, data collection, analysis, and reporting. Holding the PRC designation demonstrates your commitment to professional excellence and adherence to industry standards.
• Google Analytics Individual Qualification (GAIQ) : While not specific to market research, the GAIQ certification is highly relevant for market research analysts who deal with website data and analytics. It showcases proficiency in using Google Analytics, a widely used tool for analyzing website traffic and user behavior. GAIQ certification can be valuable in demonstrating your ability to interpret web data, track consumer interactions, and optimize online marketing strategies.

It’s important to note that, to take the exam and become certified, you must meet eligibility requirements. Some might require a bachelor’s degree in a relevant field such as marketing, business, or statistics and a specific number of years of experience working in market research or a related area.

What’s the Career Outlook for Market Research Analysts?

As of 2021, the career outlook for market research analysts is generally positive, and the field will continue to experience steady growth. Researchers estimate that there will be a 19% growth from 2021 to 2031, which is way faster than any other occupation.

However, please note that economic and industry trends can change over time, so it’s always a good idea to consult up-to-date sources and labor market data for the most accurate information.

Some of the factors contributing to the positive career outlook for market research analysts include:

• Increasing Demand: With the rise of technology and data-driven decision-making, there is a growing need for skilled professionals who can interpret and analyze market data. Businesses across various industries rely on market research to gain a competitive edge, expand their customer base, and identify new market opportunities.
• Globalization and International Markets: As companies expand their operations globally, understanding diverse markets and consumer behaviors becomes crucial. Market research analysts with expertise in international markets and cultural nuances can offer valuable insights and are in high demand.
• Emphasis on Data-Driven Decision-Making: Organizations increasingly rely on data to drive their strategies in today’s data-driven business landscape. Companies seek market research analysts who can effectively collect, analyze, and interpret data using advanced analytical tools and techniques.
• Technological Advancements: Advancements in technology, such as big data analytics, artificial intelligence, and machine learning, are revolutionizing the field of market research. Professionals who can adapt to these technological changes and utilize them to extract actionable insights will likely have strong career prospects.

What Are The Job Opportunities Of A Market Research Analyst?

Market research analysts have a wide range of job opportunities across various industries. Their primary responsibility is to gather and analyze data to help organizations make informed business decisions.

Luckily, there are many other job opportunities within the field of market research analysis that a market research analyst can do:

• Market Research Analyst: This is the primary role of a market research analyst where they collect and analyze data to identify market trends, consumer behavior, and competitive landscape. They design surveys, conduct interviews, and use statistical techniques to interpret the data and generate actionable insights for decision-making.
• Market Intelligence Specialist: In this role, you would focus on gathering and analyzing data related to the industry, competitors, and market conditions. You would monitor market trends, track competitor activities, and provide strategic recommendations to support business development, product positioning, and market entry strategies.
• Consumer Insights Analyst: As a consumer insights analyst, you would delve into understanding consumer behavior, preferences, and attitudes. You would employ various research methods such as surveys, focus groups, and interviews to gather data and then analyze it to uncover consumer insights. These insights help companies develop effective marketing strategies and refine product offerings.
• Data Analyst : Data analysis is an essential aspect of market research, and as a data analyst, you would specialize in processing, organizing, and interpreting large datasets. You would use statistical techniques, data mining, and visualization tools to extract meaningful patterns and trends. Your findings would assist in making informed business decisions and optimizing marketing campaigns.
• Market Research Consultant: In a consulting role, you would work with clients from different industries to provide expert market research guidance. You would conduct comprehensive market studies, assess competitive landscapes, and deliver strategic recommendations based on your analysis. Consultants often work on a project basis and collaborate closely with clients to address specific business challenges.
• Brand Strategist: Brand strategists combine market research insights with creative thinking to develop and implement effective branding strategies. You would analyze consumer perceptions, market positioning, and competitive landscape to define brand identities, messaging, and marketing campaigns that resonate with target audiences.

What Type Of Companies Hire A Market Research Analyst?

Market research analysts are in demand across various industries and sectors.

Some of the companies that hire market research analysts include:

• Market Research Firms: These specialized firms conduct market research for clients across different industries.
• Consumer Goods Companies: Companies that produce and sell consumer goods often employ market research analysts to gather insights on consumer preferences, market trends, and product performance.
• Technology Companies: Technology companies, especially those involved in software development, electronics, and telecommunications, rely on market research analysts to understand customer needs, evaluate competition, and assess market potential.
• Healthcare and Pharmaceutical Companies: These companies require market research analysts to study patient demographics, evaluate the efficacy of drugs, analyze healthcare trends, and assess market opportunities.
• Financial Institutions: Banks, insurance companies, and investment firms hire market research analysts to analyze market trends, identify investment opportunities, and assess customer preferences.
• Advertising and Marketing Agencies: Agencies that offer advertising, branding, and marketing services often have market research analysts on their teams to provide insights for developing effective strategies and campaigns.
• Retail Companies: Retailers employ market research analysts to understand consumer behavior, analyze purchasing patterns, and identify market opportunities.
• Media and Entertainment Companies: Media companies, including television networks, film studios, and streaming platforms, use market research analysts to understand audience preferences, gauge viewership, and identify potential content opportunities.

What Is The Work-Life Balance Of A Market Research Analyst?

A market research analyst’s work-life balance can vary depending on company culture , industry, workload, and personal preferences. Generally, market research analysts strive to maintain a balanced lifestyle, but the actual balance achieved can differ from person to person.

The working hours of market research analysts involve standard office hours, 9 am to 5 pm, or similar. However, there may be times when they need to perform additional hours to meet project deadlines or during busy periods. Therefore, this affects how these individuals maintain their work and social life.

However, there is also a lot of flexibility in this job. Depending on the company and specific job requirements, market research analysts may have some flexibility in their work arrangements. This could include options for remote work , flexible schedules, or compressed work weeks. Flexibility can contribute positively to achieving a better work-life balance.

The workload varies based on the organization’s demands and the projects involved at different quarters of the year. There may be periods with high-intensity work where you should meet the deadlines, which could affect your work-life balance. However, there may also be quieter periods with a more manageable workload. Balancing workload, managing deadlines, and effectively communicating with stakeholders can help alleviate stress and improve work-life balance.

Personal factors such as individual preferences, commitments, and priorities significantly affect work-life balance. Some market research analysts may prioritize their personal lives, hobbies, or family time more, while others may focus more on their careers. Individuals must assess and prioritize their needs to achieve the desired work-life balance.

Ultimately, achieving a good work-life balance as a market research analyst involves finding a suitable position with a supportive company culture, managing workload and stress effectively, and establishing personal boundaries to ensure time for personal life outside of work.

Should I become a Market Research Analyst?

If you have a passion for market research, understanding market trends, and delving into the factors that influence consumers’ life decisions, this is the perfect career for you. It’s important to make an informed decision based on your interests, skills, and long-term goals. Notably, there will be over 99,800 job openings for market research analysts each year for the next decade leading to this job increase. Therefore, if you’re looking to invest in a promising career for the future, this is the ideal path to pursue.

Careers Related to Market Research Analyst

• Business Analyst
• Data Analyst
• Marketing Manager
• Product Manager
• Sales Manager

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How to Become a Market Research Analyst – Career Guide

• Published: November 2, 2023
• By: Yellowbrick

Market research analysts play a crucial role in today’s business landscape. They are responsible for gathering and analyzing data to help companies make informed decisions about their products, services, and marketing strategies. If you have a keen eye for detail, enjoy working with data, and have a passion for understanding consumer behavior, a career as a market research analyst might be the perfect fit for you. In this article, we will explore the role of a market research analyst, the skills and qualifications required, the job outlook, and steps to kickstart your career in this field.

What Does a Market Research Analyst Do?

Market research analysts are responsible for collecting and analyzing data to identify market trends, evaluate the potential demand for products or services, and understand consumer preferences. They utilize various research methods, such as surveys, interviews, focus groups, and statistical analysis, to gather relevant data. Once the data is collected, market research analysts interpret the findings and provide actionable insights to businesses, which help them make informed decisions about their marketing strategies, product development, and target audience.

Skills and Qualifications

To excel as a market research analyst, certain skills and qualifications are necessary. Let’s take a look at some of the key requirements for this role:

• Analytical Skills : Market research analysts must have strong analytical skills to interpret data and draw meaningful insights. They should be comfortable working with numbers, statistical models, and data visualization tools.
• Critical Thinking : The ability to think critically and make logical connections is essential for market research analysts. They need to identify patterns, trends, and correlations in data to provide valuable insights.
• Research Techniques : Proficiency in various research techniques, such as surveys, interviews, and focus groups, is crucial for gathering accurate and relevant data. Market research analysts should know how to design surveys, conduct interviews, and moderate focus groups effectively.
• Data Analysis Tools : Familiarity with data analysis tools, such as SPSS, SAS, or Excel, is important for market research analysts. These tools help in organizing, analyzing, and visualizing large datasets efficiently.
• Communication Skills : Market research analysts need to effectively communicate their findings to clients or internal stakeholders. Strong written and verbal communication skills are essential for presenting complex information in a clear and concise manner.
• Industry Knowledge : Depending on the industry they work in, market research analysts should have a solid understanding of market dynamics, consumer behavior, and industry trends. This knowledge helps them provide valuable insights specific to their industry.
• Attention to Detail : Market research analysts must pay close attention to detail to ensure accurate data collection and analysis. Even minor errors or inconsistencies can lead to misleading insights.

Educational Requirements

Most entry-level market research analyst positions require a bachelor’s degree in market research, statistics, business administration, or a related field. Some employers may prefer candidates with a master’s degree, especially for senior or specialized roles. Pursuing a degree in market research equips you with the necessary knowledge and skills to excel in this field.

Job Outlook

The job outlook for market research analysts is promising. According to the Bureau of Labor Statistics, the employment of market research analysts is projected to grow 18 percent from 2020 to 2030, much faster than the average for all occupations. This growth can be attributed to the increasing importance of data-driven decision-making in businesses across industries.

Market research analysts are in high demand as companies strive to understand consumer behavior, identify market trends, and gain a competitive edge. Industries such as advertising, consulting, finance, healthcare, and technology offer ample opportunities for market research analysts.

Steps to Kickstart Your Career as a Market Research Analyst

• Gain Relevant Education : Pursue a bachelor’s or master’s degree in market research, statistics, business administration, or a related field. This will provide you with a strong foundation in research methodologies, data analysis, and industry knowledge.
• Develop Analytical Skills : Enhance your analytical skills by learning statistical analysis software such as SPSS or SAS. Familiarize yourself with data visualization tools like Tableau or Power BI to effectively present your findings.
• Gain Practical Experience : Seek internships or entry-level positions in market research firms, consulting firms, or companies with in-house research departments. Practical experience will give you hands-on exposure to real-world research projects and help you build a strong portfolio.
• Build a Professional Network : Attend industry conferences, seminars, and networking events to connect with professionals in the field. Join market research associations or online forums to stay updated with the latest trends and opportunities.
• Continuing Education : Stay updated with the latest research techniques, industry trends, and technological advancements. Consider enrolling in professional development courses or certifications offered by reputable institutions or online platforms like Yellowbrick to enhance your skills and marketability.
• Craft a Strong Resume and Portfolio : Highlight your education, relevant coursework, internships, and practical experience in your resume. Create a portfolio showcasing your research projects, data analysis skills, and actionable insights.
• Job Search : Utilize online job portals, company websites, and professional networking platforms to search for market research analyst positions. Tailor your application materials to each job opportunity to showcase your skills and qualifications effectively.

By following these steps and continuously honing your skills, you can position yourself for a successful career as a market research analyst.

Key Takeaways

• Market research analysts play a crucial role in helping companies make informed decisions about their products, services, and marketing strategies.
• Skills required for a market research analyst include analytical skills, critical thinking, research techniques, data analysis tools, communication skills, industry knowledge, and attention to detail.
• Most entry-level positions require a bachelor’s degree in market research, statistics, business administration, or a related field.
• The job outlook for market research analysts is promising, with a projected growth of 18 percent from 2020 to 2030.
• Steps to kickstart your career as a market research analyst include gaining relevant education, developing analytical skills, gaining practical experience, building a professional network, continuing education, crafting a strong resume and portfolio, and actively searching for job opportunities.

To further enhance your skills and marketability in the field of market research, consider enrolling in the “Parsons Ecommerce Foundations” online course and certificate program offered by Yellowbrick. This program will provide you with valuable insights into the world of ecommerce and equip you with the knowledge and skills needed to thrive in this rapidly evolving industry. So, take the next step in your career journey and explore the opportunities that await you as a market research analyst.

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Market Research Analyst

Job summary:.

The Market Research Analyst will research, compile, and analyze information on products and market conditions to identify potential new markets, sales opportunities, and the most effective methods of marketing specified products.

Supervisory Responsibilities:

Duties/responsibilities:.

• Identifies and defines the objective of an assigned marketing research project; determines the best methods to use to meet those objectives.
• Drafts questionnaires, polls, surveys, and other data collection resources.
• Researches and compiles data related to current product market, customer demographics and interest, and factors influencing product demand; analyzes results to identify ways of maximizing sales and market penetration of current products.
• Compiles data related to competitors products such as pricing, sales, and marketing or distribution methodology.
• Summarizes and analyzes data; makes recommendations related to research findings.
• Reports findings, complete with graphs illustrating data and written text explaining complex findings.
• Identifies potential new products or markets through research.
• Forecasts and tracks industry marketing and sales trends based on collected data.
• Delivers reports and presentations of findings to management and/or executive leadership.
• Performs other related duties as assigned.

Required Skills/Abilities:

• Excellent verbal and written communication skills.
• Excellent organizational skills and attention to detail.
• Superior research and analytical skills.
• Ability to translate complex concepts and methodologies into easily understood language.
• Proficient with Microsoft Office Suite or related software.

Education and Experience:

• Bachelors degree in Marketing Research, Statistics, Math, or related field required; MBA preferred.
• Some related experience preferred.

Physical Requirements:

• Prolonged periods sitting at a desk and working on a computer.
• Must be able to lift up to 15 pounds at times.

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Market Research Analysts: Salary, career path, job outlook, education and more

Market research analysts study market conditions to examine potential sales of a product or service. They help companies understand what products people want, who will buy them, and at what price.

What do Market Research Analysts do?

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 complex data and findings into understandable tables, graphs, and written reports
• Prepare reports and present results to clients and management

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

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

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 are known as survey researchers .

Careers for Market Research Analysts

• Analysts, market researcher
• Market research specialists
• Marketing analysts
• Marketing consultants
• Marketing forecasters
• Marketing specialists
• Research analysts, marketing

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Market Research Analyst Education Requirements

The educational requirements for a market research analyst are a bachelor's degree in a relevant field such as business, marketing, economics, finance, or psychology. While a master's degree may be preferred for some positions, a bachelor's degree is typically the minimum requirement.

What education do you need to become a market research analyst?

What degree do you need to be a market research analyst.

The most common degree for market research analysts is bachelor's degree, with 72% of market research analysts earning that degree. The second and third most common degree levels are master's degree degree at 19% and master's degree degree at 4%.

• Bachelor's , 72%
• Master's , 19%
• Associate , 4%
• High School Diploma , 2%
• Other Degrees , 3%

What should I major in to become a market research analyst?

The best college majors for a market research analyst include business, marketing, economics, finance, psychology, management, communication, political science, English, and mathematics. According to Dr. Jackie Gallagher , Associate Professor and Chair at the University of Mary Washington, "Students need to be able to communicate well, in writing and by speaking - I think these are the most important skills for anyone."

• Business , 27%
• Marketing , 17%
• Economics , 9%
• Finance , 7%
• Other Majors , 40%

Most common colleges for market research analysts

Market research analysts often get their degrees at University of California, Santa Barbara, New York University, and Ohio State University. Here are the most common colleges for market research analysts in the US based on their resumes.

Best majors for market research analysts

Best colleges for market research analysts.

Advanced education is key for market research analysts, leading to higher salaries and better job opportunities. Zippia identified the best colleges for market research analysts based on metrics like admissions rate, retention rate, mean earnings of graduates, working vs. non-working student ratio, average cost of attendance, and median debt. Top schools include University of Georgia, University of Pennsylvania, University of Wisconsin - Madison, Northwestern University, University of Maryland - College Park, University of Minnesota - Twin Cities, Ball State University, Purdue University, Howard University, and Texas State University.

1. University of Georgia

Athens, GA • Private

In-State Tuition

2. University of Pennsylvania

Philadelphia, PA • Private

3. University of Wisconsin - Madison

Madison, WI • Private

4. Northwestern University

Evanston, IL • Private

5. University of Maryland - College Park

College Park, MD • Private

6. University of Minnesota - Twin Cities

Minneapolis, MN • Private

7. Ball State University

Muncie, IN • Private

8. Purdue University

West Lafayette, IN • Private

9. Howard University

Washington, DC • Private

10. Texas State University

San Marcos, TX • Private

20 best online courses for market research analysts

1. Data Analysis Immersive (Full-time)

Learn to problem solve, and effectively communicate, like an analyst. This course teaches you to use industry-standard tools to make ethical, data-driven decisions. Experience hands-on training to master SQL, Excel, Tableau, PowerBI, and Python – tools listed in virtually every data analytics job posting across industries...

2. Data Analytics (Part Time)

Harness Excel, SQL, and Tableau to drive powerful analysis and insights. Build confidence and credibility to apply this versatile skill set to countless jobs. This course is offered in person and live online, in a remote classroom setting...

3. Data Analyst

Use Python, SQL and Statistics to advance your programming skills and refine your ability to work with messy, complex datasets...

4. Marketing Analytics

Gain an in-depth understanding of Google Analytics and marketing analytics. Analyze data and build models with Excel, Data Studio, and create informative data visualizations with Tableau...

5. Market Research

The Market Research Specialisation focuses on the essentials of research and the research process. This Specialisation will teach you how to use qualitative and quantitative research methods, how to develop and manage a questionnaire development strategy, how to develop measurements, how to collect data and how to analyze and present them.\n\nOnce you have completed this Specialisation, you will have a good understanding of market research including:\n\nEssentials of market research Components...

6. Market Research

"Finding the Story in the Data” is the most important emerging capability for market researchers according to GRIT (Greenbook Research Industry Trends) Report 2016. This specialization, designed for learners with no previous Marketing Research experience teaches a comprehensive marketing research approach that will help learners find and communicate the story in the data.\n\nStudents will learn how to initiate a research project for targeted business needs, conduct research through multiple...

7. Market Research: Dekker's Complete Marketing Research Course

Competitor Analysis, Market Research Analysis, Marketing Analytics, Consumer Analytics, Conversion Rate Optimization...

8. Marketing Research: support your marketing decisions

Discover the extra advantage of any Business. A practical step by step guide to Marketing Information and Research...

9. Digital Marketing (Part Time)

Build confidence and capability to apply modern marketing strategies on the job. Drive growth with multichannel campaigns powered by data and customer insight. This course is offered in person and live online, in a remote classroom setting...

10. Intro to Data Analytics

Discover if data is a career fit for you Regardless of your industry or role, fluency in the language of data analytics will allow you to contribute to data driven decision making. In this free, two-hour livestream, you’ll learn to understand, analyze, and interpret data so you too can join the data conversation. We’ll cover how to ask the right questions of your data and basic analytic functionality. Then you’ll apply your new found data analytic skills to a real-world dataset, allowing you...

11. Data Structures and Algorithms

Get hands-on practice with over 80 data structures and algorithm exercises and guidance from a dedicated mentor to help prepare you for interviews and on-the-job scenarios...

12. Data Visualization

You will start by building data visualizations and dashboards, considering your audiences to be as effective as possible. Then, you’ll move into drafting presentations using storytelling techniques, visualizations, and animations to provide data-driven recommendations...

13. Market Research and Consumer Behavior

Your marketing quest begins here! The first course in this specialization lays the neccessary groundwork for an overall successful marketing strategy. It is separated into two sections: Market Research and Consumer Behavior. Gain the tools and techniques to translate a decision problem into a research question in the Market Research module. Learn how to design a research plan, analyze the data gathered and accurately interpret and communicate survey reports, translating the results into...

14. Qualitative Research

In this course, the second in the Market Research Specialization, you will go in-depth with qualitative market research methods, from design to implementation to analysis. Week 1: Define qualitative research and how it differs from quantitative research. Explore the various qualitative research methods and evaluate when and how to use them for your research project. Week 2: Design the qualitative instruments necessary for your interviews or focus groups, and plan your recruitment efforts. Write...

15. Global Marketing Research and Analytics

Understand and conduct market research on a global scale...

16. Market Research: A-Z Fundamentals with Case Studies

Learn Market Sizing & Forecasting, Survey Design, Customer & Competitor Analysis to become a PRO Market Research Analyst...

17. Digital Marketing

Gain real-world experience running live campaigns as you learn from top experts in the field. Launch your career with a 360-degree understanding of digital marketing...

18. Intro to Data Analysis

Start your data science journey right with this hands-on introduction to the discipline of data analysis. In this course you'll learn the 5 key stages of the data analysis process and apply them to real data sets using Python libraries NumPy, pandas, and Matplotlib...

19. Research Proposal: Initiating Research

Market Research is a growing and important field that is used in many industries around the world. Given all the data that is collected whether by organizations, industries, social media, governments, etc., it’s important that someone can review and sift through all the noise to provide valuable insights. And that’s where you come in as a market researcher. This course will only scratch the surface and provide you a foundational understanding of this field. In this course, you will be able to...

20. Marketing Analytics: The Full Marketing Research Masterclass

#1 Course on Marketing Analytics: Become a marketing analytics & strategy expert...

Top 10 most affordable universities for market research analysts

The most affordable schools for market research analysts are Baruch College of the City University of New York, university of florida, and florida state university.

If the best universities for market research analysts are out of your price range, check out these affordable schools. After factoring in in-state tuition and fees, the average cost of attendance, admissions rate, average net price, and mean earnings after six years, we found that these are the most affordable schools for market research analysts.

1. Baruch College of the City University of New York

New York, NY • Private

Cost of Attendance

2. University of Florida

Gainesville, FL • Private

3. Florida State University

Tallahassee, FL • Private

4. USF Sarasota-Manatee

Sarasota, FL • Private

5. California State University - Long Beach

Long Beach, CA • Private

6. California State University - Dominguez Hills

Carson, CA • Private

7. SUNY Farmingdale

Farmingdale, NY • Private

8. Brigham Young University

Provo, UT • Private

9. Fashion Institute of Technology

10. Florida International University

Miami, FL • Private

Top 10 hardest universities to get into for market research analysts

The hardest universities for market research analysts to get into are Northwestern University, University of Pennsylvania, and Vanderbilt University.

Some great schools for market research analysts are hard to get into, but they also set your career up for greater success. The list below shows the most challenging universities to get into for market research analysts based on an institution's admissions rates, average SAT scores accepted, median ACT scores accepted, and mean earnings of students six years after admission.

1. Northwestern University

Admissions Rate

SAT Average

3. Vanderbilt University

Nashville, TN • Private

4. University of Southern California

Los Angeles, CA • Private

5. Boston University

Boston, MA • Private

6. Johns Hopkins University

Baltimore, MD • Private

7. Villanova University

Villanova, PA • Private

8. Carnegie Mellon University

Pittsburgh, PA • Private

9. Washington University in St Louis

Saint Louis, MO • Private

10. Boston College

Chestnut Hill, MA • Private

Top 10 easy-to-apply-to universities for market research analysts

The easiest schools for market research analysts to get into are Oklahoma Wesleyan University, university of the incarnate word, and holy names university.

Some schools are much easier to get into. If you want to start your career as a market research analyst without much hassle, check out the list of schools where you will be accepted in no time. We compiled admissions rates, average SAT scores, average ACT scores, and average salary of students six years after graduation to uncover which were the easiest schools to get into for market research analysts.

1. Oklahoma Wesleyan University

Bartlesville, OK • Private

2. University of the Incarnate Word

San Antonio, TX • Private

3. Holy Names University

Oakland, CA • Private

4. Notre Dame College

Cleveland, OH • Private

5. Kean University

Union, NJ • Private

6. LIM College

7. Barry University

8. Iona College

New Rochelle, NY • Private

9. William Paterson University of New Jersey

Wayne, NJ • Private

10. San Francisco State University

San Francisco, CA • Private

Average market research analyst salary by education level

According to our data, market research analysts with a Doctorate degree earn the highest average salary, at $60,264 annually. Market research analysts with a Master's degree earn an average annual salary of $59,733.

Market Research Analyst Education FAQs

What is the best college for market research analysts, search for market research analyst jobs.

Updated April 5, 2024

Editorial Staff

The Zippia Research Team has spent countless hours reviewing resumes, job postings, and government data to determine what goes into getting a job in each phase of life. Professional writers and data scientists comprise the Zippia Research Team.

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Market Research Analyst Job Description

Market research analyst duties & responsibilities.

To write an effective market research analyst job description, begin by listing detailed duties, responsibilities and expectations. We have included market research analyst job description templates that you can modify and use.

Sample responsibilities for this position include:

Market Research Analyst Qualifications

Qualifications for a job description may include education, certification, and experience.

Licensing or Certifications for Market Research Analyst

List any licenses or certifications required by the position: PMP, MACC, GIS

Education for Market Research Analyst

Typically a job would require a certain level of education.

Employers hiring for the market research analyst job most commonly would prefer for their future employee to have a relevant degree such as Bachelor's and Collage Degree in Marketing, Business, Economics, Statistics, Psychology, Education, Business/Administration, Social Sciences, Finance, Mathematics

Skills for Market Research Analyst

Desired skills for market research analyst include:

Desired experience for market research analyst includes:

Market Research Analyst Examples

• Microsoft Word (.docx) .DOCX
• PDF Document (.pdf) .PDF
• Image File (.png) .PNG
• Conduct research to build detailed profiles of existing and target customers
• Conduct research to assess candidate target markets, including estimating market size and identifying key market traits, drivers, challenges and opportunities
• Perform analysis to identify customer and market trends
• Plan and conduct secondary market research on the company's competitors across market segments
• Collaborate to develop market research plans and approaches to answer specific business challenges
• Plan and lead strategic opportunity analysis and market research activities for the global pharmaceutical and OTC businesses
• Conduct ad-hoc secondary market research
• Provide analysis of sales and volume data for specific customers, products, and categories
• Perform other ad hoc analysis and present findings to senior management as required
• Maintain accountability on behalf of Global Dealer Learning to provide dealers and districts with project/program deliverables
• Minimum of 3 years market research experience on the vendor side
• Minimum of 3 years advanced analytics experience
• Conjoint and choice modeling (ACA, CVA, CBC, ACBC, MBC)
• Salford Systems Predictive Modeler Suite
• Expertise in quantitative research (web, phone and mail) and qualitative research (in person/online focus groups and in-depth interviews), including survey design, data analysis and interpretation, report writing
• Develop report packages based on internal demand that maximize relevance and usage, and minimize customization
• Look for opportunities to standardize and systematize reporting across the group, including the use of technology to reach our target audience
• Create efficiencies in recurring report processes through the advanced use of research tools such as custom screens and filters
• Seek user feedback regularly in order to further enhance report specs
• Play a supporting role in larger, more complex projects and may have to take a leading role in smaller, less complex projects
• Provide input and perspective on product and market research availability as it pertains to specific initiatives
• Fulfill ad hoc product and market inquiries submitted to group mailbox
• Run quantitative reports from syndicated research, including reach and frequencies
• Provide analysis of qualitative profile and product usage
• Run share shift analysis to show benefits of network radio
• Well developed knowledge of a wide range of custom market research methodologies and techniques especially in the area of customer satisfaction/loyalty research, brand awareness/usage and new product development
• Minimum of five years experience in market research
• BA/BS, preferably in Customer Research or Marketing
• 4+ years of work experience in business environment, experience in customer insights and/or retail is a plus
• 2-4 years of progress towards a degree in Marketing
• Fall 2015 Internship
• Imputes key data for department’s computer files and library archives
• Ensures purchase orders are established with contracted vendor fielding the test and works with our finance teams to assure payment is made accordingly
• Monitors digital and TV feedback thru social sources (Facebook, Google, et al) to see how findings from those outlets are similar or different from what was reported in research testing
• Communicates with contracted research vendors to set sample specifications on outgoing tests, design and develop questionnaires, and provides norms to establish benchmarks using internal historical databases
• Works closely with our production teams and filmmakers to review all aspects of the test screening process to make sure everyone is on the same page
• Works with distribution and sales branch to select proper theater venue, and book security to protect the film with protocols established by our anti-piracy unit
• Incorporates information on test screening details in our internal status report
• Monitors guest list and makes arrangements with contracted vendor if VIP's in attendance require special handling
• Establishes deliverables of who will receive toplines and a set of the questionnaires when the test screening has concluded
• Transcribes focus groups feedback, reviews data files, and reads completed questionnaires to pen concise analysis of the findings, which may be disseminated to production, filmmakers and possibly select marketing and distribution personnel
• Bachelor’s degree (Master’s preferred) in a related field (e.g., quantitative methods, statistics, mathematics, marketing, marketing science, business)
• Bachelor's Degree in Business Administration/Management, Economics, Finance, Math, Information Sciences, Biology/Biological Sciences, Chemistry, Health/Nutrition, Marketing, Engineering, or a health-related field
• Ability to synthesize data/information and derive useful themes and trends within the business
• An energetic and enthusiastic team player, with ability to develop strong partnerships within the COE and across core banner partners
• Any experience with media research and software programs including Nielsen Audio, Scarborough, GfK/MRI, AdSpender, ACT1 and Strata is a plus
• Genuine interest in the broadcast media industry
• Knowledge of or experience working in higher education, or market research positions in other industries
• Manages Projects - detailing and guiding project structure to in-market execution
• Uses both primary and secondary research to develop, analyze, synthesize and communicate actionable insights to key stakeholders
• Assists with supporting, developing, communicating, and implementing the strategic direction of the Consumer Research team
• Proactively mine/analyze available data sources to further our team’s understanding of the business/market, develop hypotheses and identify insight
• Create the 'story' to facilitate communication of relevant results
• Closely interact and consult with relevant business teams to ensure objectives, data collection and analysis support key priorities
• Support the Market Research Manager to help manage external resources/vendors to execute market research, data analysis, and reporting to ensure cost-efficient, accurate, and timely completion of projects
• Develop a broad and rich understanding of key industry/company trends by leveraging secondary data sources to help monitor and diagnose the brand/category and address business issues and information needs
• Participate in study design meetings with project team and/or clients
• Proven competency in managing and administering a learning management system
• Extensive experience in event contract management with hotels and facilities
• Possess high quality human relations and communication skills to handle upper-level dealer management engagement
• Thorough knowledge of company products, product applications or invoicing programs
• 3 to 5 years of job-related experience within dealer development and learning
• Experience with international dealers and training events
• Handling the details of implementing and managing all phases of market research and strategic communications projects
• Conducting analysis of research studies and creating coherent presentations to help drive strategy and planning
• Devise and evaluate methods for collecting data such as interviews, questionnaires, focus groups, market analysis surveys, public opinion polls, and literature reviews
• Conduct research and develop strategies that brief marketing team regarding product launch plan
• Conduct post launch research that brief Acura product planning and marketing teams
• Conduct research and analysis to provide business and market insight
• Understand regional power market dynamics
• Learn load forecasting methods and perform annual regional load forecast using MetrixND
• Act as an internal consultant to the business - successful candidate must be self-motivated to learn new subjects and clearly articulate key concepts
• Develop visually compelling presentations with content rich material and with backup data/analysis for use by colleagues and senior leadership
• CFA/MBA or progress towards a CFA/MBA is preferred but not necessary
• The ability to build organized, concise, and transferable models in Excel is required
• Experience in working with various marketing research databases and software systems is preferred
• The ability to work in both a team environment and independently is important
• Minimum of a Bachelor's Degree in Business with prior experience in dealer learning development work in a Distribution Services Division or Business Unit Division
• Entry level position - prior internships in the media arena required

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Pursuing a Marketing Career? Think in Quadrants

By Sachin Waikar and LeeAnn Shelton  

Welcome to the first installment of a new series, “The Industry Ahead,” in which our faculty share the latest trends in hiring across a variety of career fields. First up, we’re chatting all things marketing with clinical professor Jim Lecinski , past winner of the Lavengood Outstanding Professor of the Year Award, the school’s highest honor for teaching. 

What’s the best marketing career path for me? 

That’s a question Professor Lecinski gets often — and it’s a question he can relate to. A former VP at Google and senior level leader at renowned agencies DDB Worldwide and Young & Rubicam, he has charted his own unique journey through the industry. 

His answer to students is always the same: “It depends” — on what the person’s passions are and what skills they want to gain. In this post, Lecinski shares his views on how to think about a rewarding marketing career, and how Kellogg resources can position aspiring marketers for success. 

Think in Quadrants

Lecinski encourages MBAs and other early-career professionals to take a framework-based approach to their marketing career vision. Specifically, he suggests using a 2x2 structure with generalist-versus-specialist as one axis and in-house-versus-external as the other. Here’s how he breaks down those distinctions: 

In-house vs. external 

• In house: You work as a marketer for a startup or an established brand, like Coca-Cola, Apple, Google, etc. “The buck stops with you,” he says, and you go deep on a specific product or line. 
• External: Your role is at an advertising agency, within the marketing practice of a consulting firm like McKinsey or Bain, or a specialist brand-strategy agency like Prophet. You’re working within the constraints of your client’s budget, and you may get exposure to a wider range of projects across sectors. 

Generalist vs. specialist 

• Generalist: You’re responsible for the totality of marketing. For example, a brand manager for Tide laundry detergent at Procter & Gamble may manage all of sales, marketing and customer service and look after all four P’s: product, price, promotion, and place. Students who aim for eventual senior leadership — CEO, CMO, general manager, etc. — often rise up through the generalist space. 
• Specialist: You’re instead focused on a narrow vertical of the function, like for example director of social media at Coca-Cola. 
• Implicit in those job examples above is a third axis: sector.  
• Beyond thinking about breadth and employer, current and aspiring marketers should consider what sector they find most appealing: packaged goods, food and beverage, automotive, or others. 

Find the right intersection—and industry 

When it comes to choosing a specific space of focus, Lecinski counsels, “Look for the intersection of what the world needs, what you’re passionate about, and what you’re good at. Don’t just chase what’s hot and buzzy. You have to like it.” 

The process needs to start with self-reflection and, potentially, self-assessments such as the Meyers-Briggs Trait Inventory and others—many of which the Kellogg Career Management Center offers. “Know thyself first,” Lecinski says. 

So, where’s the right opportunity, industry-wise? It may not be where most people think. Factors like fears of an economic recession, supply chain challenges and the tech bust have challenged many sectors, Lecinski says. “But people still buy potato chips and toilet paper,” he notes. In 2024, that means brand management in traditional consumer-focused sectors like food and beverage can be a lower-risk, viable path, one supported by multiple Kellogg offerings. “What’s old is new again,” Lecinski says. 

Gain the right skills 

As the marketing industry continues to grow and adapt, in-demand skills increasingly include data analytics, digital marketing, ecommerce marketing and sustainability and ethical marketing. Knowing how to use AI-enabled tools, whether predictive AI or large language models like GPT-4, makes established or aspiring marketers even more attractive to employers. That’s a skillset rising professionals might more quickly gain, he says. 

The Kellogg Career Management Center has seen the marketing function expand across industries, no longer limited to just consumer facing product companies and brand management roles. Recently, Kellogg students have seen success landing roles such as product marketing managers, digital analytics manager, strategic initiatives and partnerships manager and go-to-market program manager, at companies like Google, Adobe and Hims&Hers.   

Students wanting to enter this field should plan to acquire a firm grasp of both qualitative and quantitative aspects of marketing — left and right brain skills. 

Whatever their path, rising marketers will have to become capable and conversant with data and technology, including AI. “For decades, marketing was viewed as a right-brain-led career — creativity, imagination, big ideas, Super Bowl ads, a place for people who didn’t like numbers,” Lecinski says. “But then along came direct marketing, which is database-driven, then digital marketing with optimizing Facebook and Google ads. So, it’s really “whole-brain” marketing now, with math, science and creativity.”

The Kellogg advantage 

Kellogg is the birthplace of the modern field of marketing and remains a top destination for MBA students wanting to specialize in this space. Our broad and deep resources for aspiring marketers, both inside and outside the classroom, include:  

• Academic rigor and a variety of course topics. “We’ve got a lot of vertical courses like marketing in healthcare, tech, luxury goods,” Lecinski says. “It’s a nice combination of left- and right-brain courses, like Customer Analytics and AI and Ethnographic Customer Insights .” The latter is among Kellogg’s highest-rated courses among students. Research centers like the new Ad-Tech Research Lab (AdTLab) keep Kellogg faculty at the forefront of business knowledge and thought leadership in marketing as the field becomes more technical and data-driven. Marketing, data science and strategy leaders from the top tech companies consult with AdTLab faculty to share what they are seeing in the industry, including cutting-edge approaches to advertising research and areas of opportunity for emerging leaders. 
• A dedicated marketing major consisting of four credits taken from a variety of courses and topics. This in-depth specialization  teaches students how to deliver superior customer experiences that strengthen competitive advantage and drive sustainable growth.  
• Experiential marketing courses. “Students work on a computer simulation or live project with an actual client to solve an actual problem,” Lecinski says. “This moves beyond reading an article or just discussing a case. Doing it is important.” His Marketing Strategy course, for example, includes a 10-week simulation. 
• Student clubs and extracurricular events , including Kellogg Marketing Clubs for Full-Time  and Evening & Weekend  students. In these groups, students help one another to prepare for successful marketing careers. These groups connect with corporate partners, prepare classmates for job and internship interviews, and host dozens of events per year, including the renowned Super Bowl Ad Review . A rewarding annual event, the Kellogg Marketing Competition, gives first-year students an opportunity to put their marketing skills to the test and design marketing campaigns for sponsoring companies. The competition culminates in a special pitch competition to current brand managers of CPG companies, marketing professors, and KMC executive committee members.  
• A deep and broad alumni network that invests in you. More than 850 Kellogg alumni work in marketing, advertising and market research roles, with the highest concentrations located in Chicago, Los Angeles and San Francisco and New York. Common job titles of Kellogg graduates include brand manager, product marketing manager, senior analyst and more. Alumni are accessible and eager to help support current students by serving as CMC Industry Advisors, contributing to the Kellogg Alumni Edge initiative [which provides excusive Q&As and insights from alumni from the top of their field] and working with the CMC Employer Relations team to recruit Kellogg talent.  
• Career guidance tailored for you. Our Career Management Center  at Kellogg offers unlimited one-on-one coaching to students, a dedicated research specialist to help you chart your professional path, and resources that extend even after graduation. We also have a well-rounded suite of opportunities to educate students on careers in marketing through panels with alumni, interviewing workshops specific to marketing roles, and over 15 marketing-focused CMC Industry Advisors to offer guidance. Yearly CMC-led treks in Chicago, New York, and other locations give students the opportunity to connect live with alumni in marketing roles at companies like McDonalds, Uber, Molson Coors, Estee Lauder and others. 

Curious about what an MBA in marketing at Kellogg can do for you? Follow the links here to read about students and alumni in marketing and discover the latest research from our marketing faculty . Or, explore our degree programs  to find the right fit for you. 

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How the American middle class has changed in the past five decades

The middle class, once the economic stratum of a clear majority of American adults, has steadily contracted in the past five decades. The share of adults who live in middle-class households fell from 61% in 1971 to 50% in 2021, according to a new Pew Research Center analysis of government data.

From 2020: Are you in the American middle class? Find out with our income calculator

The shrinking of the middle class has been accompanied by an increase in the share of adults in the upper-income tier – from 14% in 1971 to 21% in 2021 – as well as an increase in the share who are in the lower-income tier, from 25% to 29%. These changes have occurred gradually, as the share of adults in the middle class decreased in each decade from 1971 to 2011, but then held steady through 2021.

The analysis below presents seven facts about how the economic status of the U.S. middle class and that of America’s major demographic groups have changed since 1971. A related analysis examines the impact of the coronavirus pandemic on the financial well-being of households in the lower-, middle- and upper-income tiers, with comparisons to the Great Recession era. (In the source data for both analyses, demographic figures refer to the 1971-2021 period, while income figures refer to the 1970-2020 period. Thus, the shares of adults in an income tier are based on their household incomes in the previous year.)

This report analyzes data from the Annual Social and Economic Supplements (ASEC) of the Current Population Survey (CPS) to study how the economic status of the American middle class has changed since 1971. It also examines the movement of demographic groups in and out of the American middle class and across lower- and upper-income tiers from 1971 to 2021.

The CPS is the U.S. government’s official source for monthly estimates of unemployment ; the ASEC, conducted in March each year, is the official source for its estimates of income and poverty . The COVID-19 outbreak has affected data collection efforts by the U.S. government in its surveys, limiting in-person data collection and affecting the response rate. It is possible that some measures of economic outcomes and how they vary across demographic groups are affected by these changes in data collection. This report makes use of updated weights released by the Census Bureau to correct for nonresponse in 2019, 2020 and 2021.

In this analysis, “middle-income” adults in 2021 are those with an annual household income that was two-thirds to double the national median income in 2020, after incomes have been adjusted for household size, or about $52,000 to $156,000 annually in 2020 dollars for a household of three. “Lower-income” adults have household incomes less than $52,000 and “upper-income” adults have household incomes greater than $156,000.

The income it takes to be middle income varies by household size, with smaller households requiring less to support the same lifestyle as larger households. The boundaries of the income tiers also vary across years with changes in the national median income. Read the methodology for more details.

The terms “middle income” and “middle class” are used interchangeably in this analysis for the sake of exposition. But being middle class can refer to more than just income, be it the level of education, the type of profession, economic security, home ownership, or one’s social and political values. Class also could simply be a matter of self-identification.

Household incomes have risen considerably since 1970, but those of middle-class households have not climbed nearly as much as those of upper-income households. The median income of middle-class households in 2020 was 50% greater than in 1970 ($90,131 vs. $59,934), as measured in 2020 dollars. These gains were realized slowly, but for the most part steadily, with the exception of the period from 2000 to 2010, the so-called “ lost decade ,” when incomes fell across the board.

The median income for lower-income households grew more slowly than that of middle-class households, increasing from $20,604 in 1970 to $29,963 in 2020, or 45%.

The rise in income from 1970 to 2020 was steepest for upper-income households. Their median income increased 69% during that timespan, from $130,008 to $219,572.

As a result of these changes, the gap in the incomes of upper-income and other households also increased. In 2020, the median income of upper-income households was 7.3 times that of lower-income households, up from 6.3 in 1970. The median income of upper-income households was 2.4 times that of middle-income households in 2020, up from 2.2 in 1970.

The share of aggregate U.S. household income held by the middle class has fallen steadily since 1970. The widening of the income gap and the shrinking of the middle class has led to a steady decrease in the share of U.S. aggregate income held by middle-class households. In 1970, adults in middle-income households accounted for 62% of aggregate income, a share that fell to 42% in 2020.

Meanwhile, the share of aggregate income accounted for by upper-income households has increased steadily, from 29% in 1970 to 50% in 2020. Part of this increase reflects the rising share of adults who are in the upper-income tier.

The share of U.S. aggregate income held by lower-income households edged down from 10% to 8% over these five decades, even though the proportion of adults living in lower-income households increased over this period.

Older Americans and Black adults made the greatest progress up the income ladder from 1971 to 2021. Among adults overall, the share who were in the upper-income tier increased from 14% in 1971 to 21% in 2021, or by 7 percentage points. Meanwhile, the share in the lower-income tier increased from 25% to 29%, or by 4 points. On balance, this represented a net gain of 3 percentage points in income status for all adults.

Those ages 65 and older made the most notable progress up the income ladder from 1971 to 2021. They increased their share in the upper-income tier while reducing their share in the lower-income tier, resulting in a net gain of 25 points. Progress among adults 65 and older was likely driven by an increase in labor force participation , rising educational levels and by the role of Social Security payments in reducing poverty.

Black adults, as well as married men and women, were also among the biggest gainers from 1971 to 2021, with net increases ranging from 12 to 14 percentage points.

On the other hand, not having at least a bachelor’s degree resulted in a notable degree of economic regression over this period. Adults with a high school diploma or less education, as well as those with some college experience but no degree, saw sizable increases in their shares in the lower-income tier in the past five decades. Although no single group of adults by education category moved up the income ladder from 1971 to 2021, adults overall realized gains by boosting their education levels . The share of adults 25 and older who had completed at least four years of college stood at 38% in 2021, compared with only 11% in 1971.

Progress up the income ladder for a demographic group does not necessarily signal its economic status in comparison with other groups at a given point in time. For example, in 2021, adults ages 65 and older and Black adults were still more likely than many other groups to be lower income, and less likely to be middle or upper income.

Married adults and those in multi-earner households made more progress up the income ladder from 1971 to 2021 than their immediate counterparts. Generally, partnered adults have better outcomes on a range of economic outcomes than the unpartnered. One reason is that marriage is increasingly linked to educational attainment , which bears fruit in terms of higher incomes.

Married men and women were distributed across the income tiers identically to each other in both 1971 and 2021. Both groups nearly doubled their shares in the upper-income tier in the past five decades, from 14% in 1971 to 27% in 2021. And neither group experienced an increase in the share in the lower-income tier.

Unmarried men and women were much more likely than their married counterparts to be in the lower-income tier in 2021. And unmarried men, in particular, experienced a sizable increase in their share in the lower-income tier from 1971 t0 2021 and a similarly large decrease in their share in the middle-income tier. Nonetheless, unmarried men are less likely than unmarried women to be lower income and more likely to be middle income.

Adults in households with more than one earner fare much better economically than adults in households with only one earner. In 2021, some 20% of adults in multi-earner households were in the lower-income tier, compared with 53% of adults in single-earner households. Also, adults in multi-earner households were more than twice as likely as adults in single-earner households to be in the upper-income tier in 2021. In the long haul, adults in single-earner households are among the groups who slid down the income ladder the most from 1971 to 2021.

Despite progress, Black and Hispanic adults trail behind other groups in their economic status. Although Black adults made some of the biggest strides up the income tiers from 1971 to 2021, they, along with Hispanic adults, are more likely to be in the lower-income tier than are White or Asian adults. About 40% of both Black and Hispanic adults were lower income in 2021, compared with 24% of White adults and 22% of Asian adults.

Black adults are the only major racial and ethnic group that did not experience a decrease in its middle-class share, which stood at 47% in 2021, about the same as in 1971. White adults are the only group in which more than half (52%) lived in middle-class households in 2021, albeit after declining from 63% in 1971. At the top end, only about one-in-ten Black and Hispanic adults were upper income in 2021, compared with one-in-four or more White and Asian adults.

The relative economic status of men and women has changed little from 1971 to 2021. Both experienced similar percentage point increases in the shares in the lower- and upper-income tiers, and both saw double-digit decreases in the shares who are middle class. Women remained more likely than men to live in lower-income households in 2021 (31% vs. 26%).

Adults 65 and older continue to lag economically, despite decades of progress. The share of adults ages 65 and older in the lower-income tier fell from 54% in 1971 to 37% in 2021. Their share in the middle class rose from 39% to 47% and their share in the upper-income tier increased from 7% to 16%. However, adults 65 and older are the only age group in which more than one-in-three adults are in lower-income households, and they are much less likely than adults ages 30 to 44 – as well as those ages 45 to 64 – to be in the upper-income tier.

All other age groups experienced an increase in the shares who are lower income from 1971 to 2021, as well as a decrease in the shares who are middle income. But they also saw increases in the shares who are upper income. Among adults ages 30 to 44, for instance, the share in upper-income households almost doubled, from 12% in 1971 to 21% in 2021.

There is a sizable and growing income gap between adults with a bachelor’s degree and those with lower levels of education. In 2021, about four-in-ten adults with at least a bachelor’s degree (39%) were in the upper-income tier, compared with 16% or less among those without a bachelor’s degree. The share of adults in the upper-income tier with at least a bachelor’s degree edged up from 1971 to 2021, while the share without a bachelor’s degree either edged down or held constant.

About half or a little more of adults with either some college education or a high school diploma only were in the middle class in 2021. But these two groups, along with those with less than a high school education, experienced notable drops in their middle class shares from 1971 to 2021 – and notable increases in the shares in the lower-income tier. In 2021, about four-in-ten adults with only a high school diploma or its equivalent (39%) were in the lower-income tier, about double the share in 1971.

Note: Here is the methodology for this analysis.

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Assistant Clinical Research Coordinator

🔍 school of medicine, stanford, california, united states.

The Department of Radiation Oncology is hiring Assistant Clinical Research Coordinators to support the clinical research of several faculty physicians. This is a unique opportunity to receive mentorship from faculty on the cutting edge of radiation oncology, work closely with research teams to produce world-class clinical research, and gain insight into academic medicine.

The Assistant Clinical Research Coordinator will perform administrative support duties related to the collection of clinical data and/or the coordination of clinical studies. General administrative support for the faculty, including managing calendars, scheduling meetings, and answering phone calls, is also required. The Assistant Clinical Research Coordinator will work under the direction and supervision of the faculty physician and radiation therapy division manager. 

Stanford University, located between San Francisco and San Jose in the heart of California's Silicon Valley, is one of the world's leading teaching and research universities. Since its opening in 1891, Stanford has been dedicated to finding solutions to big challenges and to preparing students for leadership in a complex world.

Supporting that mission is a staff of more than 10,000, which is rooted in a culture of excellence and values innovation, collaboration, and life-long learning. To foster the talents and aspirations of our staff, Stanford offers career development programs, competitive pay that reflects market trends and benefits that increase financial stability and promote healthy, fulfilling lives. An award- winning employer, Stanford offers an exceptional setting for professionals looking to advance their careers.

Duties include*: 

Research Duties (50%): 

• Collect patient information by reviewing electronic medical records and organize data for analysis in retrospective research studies.
• Interface with patients in order to administer research questionnaires.
• Perform telephone or in-person interviews to gather data. Call patients for reminders or other requirements.
• Correspond with the Institution Review Board and the Cancer Clinical Trials Office in order to open, close, and renew research studies, register new patients consented for clinical studies, and assist adverse event and case report forms.
• Perform clerical duties in the preparation of regulatory documents. Maintain all forms and documents, including consent forms and master subject logs. File all appropriate correspondence.
• Assist in the preparation and publication of research abstracts and manuscripts by working with biostatisticians, residents, and faculty to analyze completed data and write up research findings.
• Consent patients for blood draws in prospective research studies. May be required to prepare, process, and ship specimens and samples accurately under well-defined requirements.
• May work closely with and assist the Clinical Research Coordinators on prospective trials.

Non-Research Duties (50%) 

• Schedule meetings and interviews for faculty, update calendars, and reserve meeting locations.
• Arrange travel in compliance with department, university, and sponsor policies. 
• Answer phone calls from patients and hospital support staff and forward to scheduling team and new patient coordinators. Communicate patients’ concerns or questions to nurses and faculty.
• Submit expense reimbursements for faculty.
• Renew memberships and journal subscriptions for faculty.
• Assist in billing patients and insurers by filling out relevant documents.
• Retrieve and send faxes and routine correspondence regarding patient information and deliver scans to nurses.
• Send emails to team members, hospital staff, and faculty. Respond promptly to email correspondence.

*- Other duties may also be assigned.

Applicants are required to upload a cover letter and résumé to be considered for this opening.

DESIRED QUALIFICATIONS:

• Four year college degree in a related field.
• Prior clinical or research experience, including undergraduate experience.
• Experience with project management or coordination.
• Experience working with healthcare professionals and clinical research participants. 
• Experience with University related research policies and procedures.
• Experience working with Internal Review Boards.
• Organization, independence, and attention to detail.

EDUCATION & EXPERIENCE (REQUIRED):

Two year college degree and one year of relevant experience or an equivalent combination of experience, education, and training.

KNOWLEDGE, SKILLS AND ABILITIES (REQUIRED):

General knowledge of medical terminology.

PHYSICAL REQUIREMENTS*:

• Frequently stand, walk, twist, bend, stoop, squat and use fine light/fine grasping. 
• Occasionally sit, reach above shoulders, perform desk based computer tasks, use a telephone and write by hand, lift, carry, push, and pull objects that weigh up to 40 pounds.
• Rarely kneel, crawl, climb ladders, grasp forcefully, sort and file paperwork or parts, rarely lift, carry, push, and pull objects that weigh 40 pounds or more.

*- Consistent with its obligations under the law, the University will provide reasonable accommodation to any employee with a disability who requires accommodation to perform the essential functions of his or her job.

WORKING CONDITIONS:

• Position may at times require the employee to work with or be in areas where hazardous materials and/or exposure to chemicals, blood, body fluid or tissues and risk of exposure to contagious diseases and infections.
• May require extended or unusual work hours based on research requirements and business needs.

WORK STANDARDS:

• Interpersonal Skills: Demonstrates the ability to work well with Stanford colleagues and clients and with external organizations.
• Promote Culture of Safety: Demonstrates commitment to personal responsibility and value for safety; communicates safety concerns; uses and promotes safe behaviors based on training and lessons learned.
• Subject to and expected to comply with all applicable University policies and procedures, including but not limited to the personnel policies and other policies found in the University's Administrative Guide, http://adminguide.stanford.edu .

The expected pay range for this position is $25.48 to $31.25 per hour.

Stanford University provides pay ranges representing its good faith estimate of what the university reasonably expects to pay for a position. The pay offered to a selected candidate will be determined based on factors such as (but not limited to) the scope and responsibilities of the position, the qualifications of the selected candidate, departmental budget availability, internal equity, geographic location and external market pay for comparable jobs.

At Stanford University, base pay represents only one aspect of the comprehensive rewards package. The Cardinal at Work website ( https://cardinalatwork.stanford.edu/benefits-rewards ) provides detailed information on Stanford’s extensive range of benefits and rewards offered to employees. Specifics about the rewards package for this position may be discussed during the hiring process.

Consistent with its obligations under the law, the University will provide reasonable accommodations to applicants and employees with disabilities. Applicants requiring a reasonable accommodation for any part of the application or hiring process should contact Stanford University Human Resources by submitting a contact form.

Stanford is an equal employment opportunity and affirmative action employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, protected veteran status, or any other characteristic protected by law.

The job duties listed are typical examples of work performed by positions in this job classification and are not designed to contain or be interpreted as a comprehensive inventory of all duties, tasks, and responsibilities. Specific duties and responsibilities may vary depending on department or program needs without changing the general nature and scope of the job or level of responsibility. Employees may also perform other duties as assigned.

• Schedule: Full-time
• Job Code: 1012
• Employee Status: Regular
• Requisition ID: 102982
• Work Arrangement : Hybrid Eligible

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Through rigorous research, model training programs and partnerships with educators worldwide, Stanford is pursuing equitable, accessible and effective learning for all.

Working Here We believe you matter as much as the work

I love that Stanford is supportive of learning, and as an education institution, that pursuit of knowledge extends to staff members through professional development, wellness, financial planning and staff affinity groups.

School of Engineering

I get to apply my real-world experiences in a setting that welcomes diversity in thinking and offers support in applying new methods. In my short time at Stanford, I've been able to streamline processes that provide better and faster information to our students.

Phillip Cheng

Office of the Vice Provost for Student Affairs

Besides its contributions to science, health, and medicine, Stanford is also the home of pioneers across disciplines. Joining Stanford has been a great way to contribute to our society by supporting emerging leaders.

Denisha Clark

School of Medicine

I like working in a place where ideas matter. Working at Stanford means being part of a vibrant, international culture in addition to getting to do meaningful work.

Office of the President and Provost

Getting Started We believe that you can love your job

Join Stanford in shaping a better tomorrow for your community, humanity and the planet we call home.

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