Career Development

What Does a Marketing Research Analyst Do?

Find out what a marketing research analyst does, how to get this job, and what it takes to succeed as a marketing research analyst.

Marketing research analysts are responsible for gathering and analyzing data related to the marketing efforts of a company or organization. They work with a wide range of different types of information, including customer surveys, sales figures, demographic data, etc.

Marketing research analysts use this information to identify trends in consumer behavior and preferences. They then present their findings to senior management so that they can make more informed decisions about how to best market their products or services.

Marketing Research Analyst Job Duties

Marketing research analysts typically have a wide range of responsibilities, which can include:

  • Collecting data on consumer preferences by conducting focus groups or surveys to help companies improve their products or services
  • Conducting competitor analysis to determine how different companies are positioned within the marketplace in order to develop new strategies for their own company
  • Analyzing existing data from past surveys or focus groups to determine future research needs
  • Identifying potential customers and researching their demographic profiles, buying habits, or entertainment preferences
  • Conducting research on competitor products or services
  • Identifying potential markets for new products or services based on research findings
  • Recording research findings in a manner that allows them to be interpreted by other researchers
  • Creating reports based on research findings by using statistical software programs such as SPSS or Excel
  • Developing hypotheses about why certain groups responded a certain way to certain stimuli

Marketing Research Analyst Salary & Outlook

Marketing research analysts’ salaries vary depending on their level of education, years of experience, and the company size and industry. They may also earn additional compensation in the form of bonuses.

  • Median Annual Salary: $66,500 ($31.97/hour)
  • Top 10% Annual Salary: $122,000 ($58.65/hour)

The employment of marketing research analysts is expected to grow much faster than average over the next decade.

Demand for marketing research will increase as firms seek to understand their customers and evaluate the effectiveness of their marketing strategies. In addition, the use of big data in marketing research will continue to grow as firms collect more information about their customers.

Marketing Research Analyst Job Requirements

A marketing research analyst typically needs to have the following qualifications:

Education: Marketing research analysts need a bachelor’s degree in marketing, statistics, mathematics, economics or another closely related field. Some universities offer a bachelor’s degree in marketing research.

Many employers prefer candidates who have a master’s degree in marketing research or a related field. These programs teach students how to use statistical software, research methods and analytical techniques.

Training & Experience: Marketing research analysts typically receive on-the-job training to learn the specific processes and procedures of the company. Training may include shadowing an experienced marketing research analyst or learning the company’s software and computer systems.

Certifications & Licenses: While certifications are not usually a requirement for this role, they can offer you a competitive edge over other candidates and help you master the skills you need for this career.

Marketing Research Analyst Skills

Marketing research analysts need the following skills in order to be successful:

Data analysis: Data analysis is the ability to interpret large amounts of data and draw conclusions from it. Marketing research analysts use their data analysis skills to interpret the results of marketing research studies. They use the data to make recommendations about marketing strategies and tactics.

Communication: Marketing research analysts often work with marketing teams, so it’s important for them to communicate effectively with others. They often present their research findings to marketing teams, so they need to be able to clearly explain their research and findings. They also need to be able to communicate with research participants and other individuals involved in the research process.

Critical thinking: Critical thinking is the ability to analyze information and make decisions based on the information you have. As a marketing research analyst, you may be required to make recommendations based on the data you’ve analyzed. Critical thinking can help you make informed decisions based on the information you have.

Problem-solving: Marketing research analysts often work with marketing teams to develop strategies for reaching customers. This often involves analyzing data and finding solutions to problems. For example, if a marketing campaign isn’t performing as well as expected, a marketing research analyst might suggest changing the strategy to improve results.

Business acumen: Marketing research analysts work with marketing teams, so it’s important for them to understand the business side of marketing. They need to know how to interpret data and present it in a way that marketing teams can use to make business decisions.

Marketing Research Analyst Work Environment

Marketing research analysts typically work in an office environment, although they may travel to meet with clients or to attend conferences. They work closely with other marketing research analysts, statisticians, and marketing specialists. They may also work with computer programmers to develop marketing research databases and software applications. Marketing research analysts typically work full time and may work overtime to meet deadlines.

Marketing Research Analyst Trends

Here are three trends influencing how marketing research analysts work. Marketing research analysts will need to stay up-to-date on these developments to keep their skills relevant and maintain a competitive advantage in the workplace.

The Growth of Digital Marketing

The growth of digital marketing has led to an increased demand for marketing research analysts. As businesses move towards a more digital-based model, they need professionals who can help them understand how to best utilize the internet to reach their target audience.

Marketing research analysts are in high demand because they have the skills necessary to conduct research online and understand the data that is collected. This makes them essential members of any team that is trying to grow its business through digital channels.

More Focus on Data-Driven Decision Making

As businesses become more reliant on data-driven decision making, the need for marketing research analysts will continue to grow.

Marketing research analysts are responsible for collecting and analyzing data about customers and potential customers. They use this information to make decisions about where to focus marketing efforts and what products to develop. By understanding customer behavior, marketing research analysts can help businesses create products and campaigns that resonate with consumers.

A Greater Emphasis on Customer Experience

Customer experience is becoming increasingly important for businesses as they strive to provide a better overall experience for their customers. This trend is leading to an increased emphasis on customer research, which is where marketing research analysts come in.

As marketing research analysts, you will be responsible for conducting research into customer preferences and behaviors. This information can then be used to improve the customer experience by developing products and services that meet their needs.

How to Become a Marketing Research Analyst

A marketing research analyst career can be a great way to start your career in marketing. It’s a chance to learn about different industries and companies, as well as the best ways to reach their customers. You’ll also get experience with data analysis and reporting, which are skills that are useful in many other areas of marketing.

To become a marketing research analyst, you need to have strong analytical skills and be able to think critically about problems. You should also be comfortable with numbers and have a good understanding of statistics. A background in math or science is helpful but not required.

One of the best ways to become a marketing research analyst is to start by volunteering for local nonprofit organizations. This will give you experience working with data and helping nonprofits achieve their goals.

Related: How to Write a Marketing Research Analyst Resume

Advancement Prospects

Marketing research analysts typically advance by taking on more responsibility, such as heading up a research project or managing a team of analysts. Some may move into related occupations, such as market research director or marketing manager.

Those with strong analytical skills and experience using statistical software packages may advance to become market research directors. Those with good people skills and an interest in management may advance to marketing manager positions.

Some marketing research analysts eventually start their own consulting businesses. Some become independent market research consultants, working for a variety of clients. Others may specialize in a particular industry or type of research.

Marketing Research Analyst Job Description Example

As a marketing research analyst at [CompanyX], you will play a crucial role in helping us better understand our customers, our markets, and our competition. You will be responsible for designing and conducting market research studies, analyzing data, and preparing reports that will help shape our marketing strategy. The ideal candidate will have experience with both qualitative and quantitative research methods, as well as strong analytical and communication skills. He or she must be able to work independently and be comfortable with ambiguity, as this role will require you to often think outside the box to solve problems.

Duties & Responsibilities

  • Understand the needs of the business and develop research plans to address those needs
  • Design and execute quantitative and qualitative research studies, including surveys, focus groups, interviews, and data analysis
  • Analyze data to identify trends, patterns, and relationships, and present findings in a clear and concise manner
  • Develop hypotheses and recommendations based on research findings
  • Write reports and make presentations to internal and external clients
  • Stay up-to-date on industry trends and best practices
  • Manage multiple projects simultaneously and adjust priorities as needed
  • Work independently and take initiative to solve problems
  • Build and maintain positive relationships with clients and team members
  • Handle sensitive and confidential information with discretion
  • Meet deadlines and budget constraints
  • Continuously strive to improve research methods and processes

Required Skills and Qualifications

  • Bachelor’s degree in marketing, business, statistics, or related field
  • 3-5 years professional experience in marketing research or a related field
  • Experience with statistical analysis software (SPSS, SAS, R, etc.)
  • Strong analytical skills and attention to detail
  • Excellent communication, presentation, and writing skills
  • Ability to work independently and as part of a team

Preferred Skills and Qualifications

  • Master’s degree in marketing, business, statistics, or related field
  • 5+ years professional experience in marketing research or a related field
  • Experience with online survey tools (Qualtrics, SurveyMonkey, etc.)
  • Experience with data visualization software (Tableau, D3, etc.)
  • Familiarity with web analytics tools (Google Analytics, Adobe Analytics, etc.)

Similar Jobs


What Does a Legal Administrator Do?

Back to Career Development

What Does a Real Estate Investment Analyst Do?