Top Skills for This Career
BLS identifies these as the three highest-rated skills for this detailed occupation. TrustInEd adds the plain-language explanations so visitors understand what each skill means.
Understanding written information and communicating ideas clearly in writing.
Examining information carefully, recognizing patterns, and using evidence to reach sound conclusions.
Adjusting effectively when priorities, conditions, tools, or expectations change.
How Do You Prepare for This Career?
BLS describes the typical preparation for this occupation. Requirements can vary by employer, state, licensing rules and individual circumstances.
How to Become One
How to Become a Market Research Analyst Market research analysts measure the effectiveness of marketing strategies. Market research analysts typically need a bachelor’s degree. Some employers require or prefer that job candidates have a master’s degree. Strong research and analytical skills are essential.
Education
Market research analysts typically need a bachelor's degree in market research or a related business, communications, or social science field. Courses in statistics, research methods, and marketing are important for prospective analysts. Courses in communications and social sciences, such as economics or consumer behavior, are also helpful. Some employers of market research analysts require or prefer a master’s degree. Several schools offer graduate programs in marketing research, but analysts may choose to complete a bachelor’s degree in another field, such as statistics and marketing, and earn a master’s degree in business administration (MBA). A master’s degree is often required for leadership positions or positions that perform more technical research.
Licenses, Certifications & Registrations
Analysts may pursue certification, which is voluntary, to demonstrate a level of professional competency. Information on certifications is available from CareerOneStop. Other Experience Completing an internship while in school may be helpful. Prospective analysts also may gain experience by volunteering for an organization and helping with market research or related projects. Employers may prefer to hire candidates who have experience in other positions that require collecting and analyzing data or writing reports to summarize research.
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Pay
the median annual wage for all workers was $50,980.
Job Outlook
Job Outlook Employment of market research analysts is projected to grow 7 percent from 2025 to 2035, much faster than the average for all occupations. About 82,000 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 Employment growth is expected to be driven by an increasing use of data and market research across many industries. These workers will be needed to help understand the needs and wants of customers, measure the effectiveness of marketing and business strategies, and identify the factors affecting product demand. The increase in the collection and analyses of big data—extremely large sets of information, such as social media comments or online product reviews—can provide insight on consumer behaviors and preferences. Businesses will need market research analysts to conduct analyses of this data and information. Market Research Analysts Percent change in employment, projected 2025–35 Market research analysts and marketing specialists 7% Business operations specialists 6% Total, all occupations 3% Note: All Occupations includes all occupations in the U.S. Economy.
What They Do
What Market Research Analysts Do
Market research analysts study consumer preferences, business conditions, and other factors to assess potential sales of a product or service. They help companies understand what products people want, who will buy them, and at what price.
Duties
Market research analysts typically do the following:
- Monitor and forecast marketing and sales trends
- Measure the effectiveness of marketing programs and strategies
- Devise and evaluate methods for collecting data, such as surveys, questionnaires, and opinion polls
- Gather data on consumers, competitors, and market conditions
- Analyze data using statistical software
- Convert data and findings into tables, graphs, and written reports
- Prepare reports and present results to clients and management
Market research analysts gather data and study other information to help a company promote its products or services. They gather data on consumer buying habits, demographics, needs, and preferences. They collect data and information using a variety of methods, such as focus groups, interviews, literature reviews, market analysis surveys, public opinion polls, and questionnaires.
Analysts help determine a company’s position in the marketplace by researching their competitors and studying their marketing methods, prices, and sales. Using this information, analysts may determine potential markets, product demand, and pricing. Their knowledge of the targeted consumer enables analysts to develop advertising brochures and commercials, product promotions, and sales plans.
Market research analysts evaluate data using statistical techniques and software. They must interpret what the data mean for their client, and they may forecast future trends. They often make charts, graphs, infographics, and other visual aids to present the results of their research.
Workers who design and conduct surveys that market research analysts use are survey researchers.
Work Environment
Work Environment
Market research analysts held about 952,700 jobs in 2025. The largest employers of market research analysts were as follows:
| Management, scientific, and technical consulting services | 11% |
| Finance and insurance | 10 |
| Information | 9 |
| Management of companies and enterprises | 7 |
| Wholesale trade | 7 |
Because most industries use market research, these analysts are employed throughout the economy.
Market research analysts work individually or as part of a team, collecting, analyzing, and presenting data. For example, some analysts work with graphic designers and artists to create charts, graphs, and infographics summarizing their research and findings.
Work Schedules
Most market research analysts work full time during regular business hours.
Important Qualities
The following are examples of qualities that are important for these workers to perform their duties. For more information, visit the Employment Projections (EP) skills data page. Analytical skills. Market research analysts must evaluate large amounts of data and information related to market conditions. Communication skills. Market research analysts must be able to clearly convey information when gathering material, interpreting data, and presenting results to clients. Critical-thinking skills. To determine which marketing strategies would work best for a company, market research analysts must assess all available information. Detail oriented. Market research analysts must pay attention to minutiae to evaluate data.
More Information
More Information, Including Links to O*NET
Learn more about market research analysts by visiting additional resources, including O*NET, a source on key characteristics of workers and occupations.
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Start with ED →Career data and occupational profile text are sourced from the U.S. Bureau of Labor Statistics Occupational Outlook Handbook and Employment Projections program. Education requirements are typical entry-level requirements and may vary by employer, state, occupation or individual circumstance. View the official BLS profile.