What Does a Market Research Analyst Do?

Companies spent an average of 7.7% of their overall revenue on marketing in 2025, according to a Gartner survey of chief marketing officers (CMOs). Market research analysts use data to maximize their marketing spend. By assessing marketing trends, customer demand and pricing strategies, they transform data into valuable marketing insights.

Demand for market research analysts remains high as companies look for an edge in competitive markets. Analysts measure demand for new products, evaluate the effectiveness of marketing campaigns and track trends in consumer behavior. App State Online’s Bachelor of Science in Business Administration (BSBA) in Business and Marketing prepares its graduates for careers in this growing field.

Market Research Analyst Job Description

Across industries, companies are collecting and analyzing more data than ever. Market research analysts play a critical role in managing the big data. Using statistical techniques such as predictive modeling and machine learning, they assess consumer preferences, evaluate pricing strategies and identify untapped markets.

Job Duties

The day-to-day responsibilities of a market research analyst include:

Collecting and analyzing data, including market analysis surveys, focus groups and sales data
Evaluating data on consumer behavior, competitors and market trends
Researching target markets, pricing strategies and demand for new products or services
Evaluating the effectiveness of marketing campaigns
Creating reports on pricing strategy, product demand, market position and future trends

Required Skills

Marketing professionals need more than strong analytical and research skills to succeed as market research analysts. The core skills for this career path include:

Marketing: To evaluate the effectiveness of marketing strategies, analysts must understand core marketing principles and strategies.
Data analysis: Research analysts need strong data analysis and interpretation skills. They must understand statistical methods, data visualization and data analytics software.
Research: In addition to data analysis skills, analysts need strong research abilities in areas such as survey design and marketing trends.
Communication: Marketing analysts present their findings in reports and work closely with market research teams. As a result, strong oral and written communication skills are critical.

Work Settings

Where do market research analysts work? Common employers include marketing firms, advertising companies and corporate marketing departments. They often coordinate with counterparts in sales, advertising and product development.

Market research specialists work in many different industries, including management consulting, finance, information services and trade.

LinkedIn data from 2024, cited by the American Marketing Association (AMA), showed that around 33% of marketing professionals worked in entry-level roles, and 40% of marketers were between 25 and 35 years old.

Marketing Career Education and Experience Requirements

Market research analysts need at least a bachelor’s degree to qualify for entry-level jobs. The most common majors include marketing, business and communications.

A bachelor’s degree is the most common education level for marketing analysts and specialists. In 2023, 57% of professionals in the field held bachelor’s degrees and 22% held master’s degrees, according to CareerOneStop, a resource from the U.S. Department of Labor (DOL).

Classes in research methods, marketing and statistics prepare graduates for marketing careers. Advanced coursework in consumer behavior, marketing strategy and marketing supply chains also benefits prospective marketing professionals.

While market research careers typically don’t require prior experience, job candidates benefit from marketing, analytical or statistics experience. Completing an internship while earning a marketing degree can help candidates gain valuable experience. Volunteering or paid experience in marketing projects or in roles that require data analysis, research or communications also helps.

Related career paths include roles in data analytics, public relations (PR), advertising and project management. For example, supply chain data analytics careers rely on many similar skills.

Market Research Analyst Salary and Job Outlook

Market research analysts earned a median annual salary of $76,950 in May 2024, according to the U.S. Bureau of Labor Statistics (BLS). The highest-paid 10% earned more than $144,000.

Earning potential varies by experience, location and sector. In 2024, the top median salaries by industry, according to the BLS, included the following:

Information: $100,300
Management of companies and enterprises: $98,300
Finance and insurance: $84,990
Wholesale trade: $77,870
Management, scientific and technical consulting services: $75,640

With experience, marketing professionals can advance to higher-paying roles, such as marketing manager. Marketing managers earned a median pay of $161,030 in May 2024, the BLS reports. Strong analytical and research skills also allow marketing professionals to advance to well-compensated roles in other fields, such as financial analysis.

The BLS projects positions for market research analysts to increase by 7% between 2024 and 2034 — around 87,200 job openings each year. Demand for data analysis and market research continues to grow across multiple industries. Marketing majors with strong data analysis and research skills can benefit from this demand.

Prepare for a Career in Market Research With App State Online

Marketing is an exciting, high-paying career path. App State Online’s BSBA in Business and Marketing program teaches students to analyze consumer behavior, develop marketing plans and execute digital marketing campaigns. Undergraduates strengthen their data analytics skills by using digital tools to evaluate marketing performance and optimize marketing campaigns.

With a 90% job placement rate and active recruitment from top employers, App State Online’s BSBA program can help launch your marketing career. Take the first step into your future today.

Recommended Readings

How to Become a Budget Analyst

Business Development Representative: Role, Salary and How to Get Started

What Is Supply Chain Data Analytics and Why Does It Matter?

Sources:

American Marketing Association, “Considering a Marketing Major? Essential Facts for Prospective Students”

American Marketing Association, Marketing Industry Stats and Information

CareerOneStop, Market Research Analysts and Marketing Specialists

Gartner, Gartner 2025 CMO Spend Survey Reveals Marketing Budgets Have Flatlined at 7.7% of Overall Company Revenue

Indeed, “What Is a Market Research Analyst? (With Duties and Skills)”

Qualtrics, “How to use big data in market research”

Rosenberg Research, Essential Skills for Market Research Analysts