How to become a market research analysts and marketing specialist

Research conditions in local, regional, national, or online markets. Gather information to determine potential sales of a product or service, or plan a marketing or advertising campaign. May gather information on competitors, prices, sales, and methods of marketing and distribution. May employ search marketing tactics, analyze web metrics, and develop recommendations to increase search engine ranking and visibility to target markets.

Steps to get there

Most employers expect most of these occupations require a four-year bachelor's degree, but some do not..A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.

What market research analysts and marketing specialists do

• Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
• Seek and provide information to help companies determine their position in the marketplace.
• Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.
• Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
• Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
• Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.

Skills that matter most

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

Is market research analysts and marketing specialist a good career?

On the numbers, this job pays above the typical job. Median pay is 54% above the all-occupation median. Whether it fits you depends on the work itself, the schooling you are willing to do and where you want to live.

Where it pays most

• Massachusetts $101,810
• Delaware $101,270
• New York $98,580
• District of Columbia $98,090
• Washington $95,120

Market Research Analysts and Marketing Specialists salary by state and city

Sources: O*NET® 31.0 (CC BY 4.0, USDOL/ETA) and BLS Employment Projections 2025–35. Pay: BLS OEWS May 2025.