Summary Report for:
13-1161.00 - Market Research Analysts and Marketing Specialists
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.
Sample of reported job titles: Business Development Specialist, Communications Specialist, Demographic Analyst, Market Analyst, Market Research Analyst, Market Research Consultant, Market Research Specialist, Market Researcher
Also see: Search Marketing Strategists
Tasks | Technology Skills | Tools Used | Knowledge | Skills | Abilities | Work Activities | Detailed Work Activities | Work Context | Job Zone | Education | Credentials | Interests | Work Styles | Work Values | Related Occupations | Wages & Employment | Job Openings | Additional Information
- Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
- Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
- Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.
- Measure and assess customer and employee satisfaction.
- Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
- Measure the effectiveness of marketing, advertising, and communications programs and strategies.
- Seek and provide information to help companies determine their position in the marketplace.
- Forecast and track marketing and sales trends, analyzing collected data.
- Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.
- Monitor industry statistics and follow trends in trade literature.
- Attend staff conferences to provide management with information and proposals concerning the promotion, distribution, design, and pricing of company products or services.
- Direct trained survey interviewers.
- Develop and implement procedures for identifying advertising needs.
- Analytical or scientific software — IBM SPSS Statistics ; Minitab ; SAS ; The MathWorks MATLAB (see all 22 examples)
- Business intelligence and data analysis software — IBM Cognos Impromptu ; MicroStrategy ; Oracle Business Intelligence Enterprise Edition ; Qlik Tech QlikView (see all 5 examples)
- Categorization or classification software — Map Maker
- Cloud-based data access and sharing software — Dropbox; Google Drive ; Microsoft SharePoint ; Slack
- Content workflow software — Adxstudio, for Microsoft
- Customer relationship management CRM software — Blackbaud The Raiser's Edge; Insightful Corporation Confirmit; Oracle Eloqua; Salesforce software (see all 8 examples)
- Data base management system software — Apache Hadoop ; Apache Hive ; Apache Pig ; Teradata Database
- Data base reporting software — SAP Crystal Reports
- Data base user interface and query software — Airtable; Amazon Redshift ; Microsoft SQL Server ; MySQL (see all 14 examples)
- Data mining software — Cytel Software XLMiner; Google Analytics ; NCR Teradata Warehouse Miner; Oracle Darwin (see all 5 examples)
- Desktop publishing software — Adobe Systems Adobe InDesign ; LogiXML Ad-HOC; Microsoft Publisher; Sawtooth SSI Web
- Development environment software — Adobe Systems Adobe ActionScript; Microsoft Visual Basic ; Microsoft Visual Basic for Applications VBA
- Document management software — Adobe Systems Adobe Acrobat
- Electronic mail software — IBM Notes ; Microsoft Outlook
- Enterprise resource planning ERP software — Microsoft Dynamics ; NetSuite ERP ; Oracle Hyperion ; Oracle PeopleSoft (see all 7 examples)
- Expert system software — Digivey software (expert system feature)
- Financial analysis software — Delphi Technology; Financial planning software
- Geographic information system — ESRI ArcGIS software
- Graphics or photo imaging software — Adobe Systems Adobe Creative Cloud ; Adobe Systems Adobe Illustrator ; Adobe Systems Adobe Photoshop ; SmugMug Flickr (see all 7 examples)
- Information retrieval or search software — Factiva; LexisNexis; Mintel Reports; Verispan Patient Parameters (see all 9 examples)
- Instant messaging software — GroupMe
- Internet browser software — Web browser software
- Network conferencing software — LogMeIn GoToWebinar
- Object or component oriented development software — R
- Office suite software — Microsoft Office
- Operating system software — Apple macOS ; Red Hat Enterprise Linux
- Point of sale POS software — Digivey software (point of sale feature)
- Presentation software — Apple Keynote; Google Slides; Microsoft PowerPoint
- Process mapping and design software — Microsoft Visio
- Project management software — Basecamp; ClassApps SelectSurveyASP; Microsoft Project ; Perseus SurveySolutions
- Sales and marketing software — Google AdWords ; HubSpot software ; Marketo Marketing Automation
- Spreadsheet software — Microsoft Excel
- Transaction security and virus protection software — Symantec
- Video conferencing software — LogMeIn GoToMeeting; Zoom
- Video creation and editing software — Adobe Systems Adobe After Effects ; Loom; WeVideo; YouTube (see all 5 examples)
- Web page creation and editing software — Adobe Systems Adobe Dreamweaver; Facebook ; LinkedIn ; Social media sites (see all 5 examples)
- Web platform development software — Cascading style sheets CSS ; Drupal ; Hypertext markup language HTML ; PHP (see all 7 examples)
- Word processing software — 3M Post-it App; Evernote; Google Docs ; Microsoft Word
Hot Technology — a technology requirement frequently included in employer job postings.
- English Language — Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
- Customer and Personal Service — Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
- Sales and Marketing — Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
- Mathematics — Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
- Administration and Management — Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
- Communications and Media — Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
- Administrative — Knowledge of administrative and office procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and workplace terminology.
- Computers and Electronics — Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
- Sociology and Anthropology — Knowledge of group behavior and dynamics, societal trends and influences, human migrations, ethnicity, cultures, and their history and origins.
- Psychology — Knowledge of human behavior and performance; individual differences in ability, personality, and interests; learning and motivation; psychological research methods; and the assessment and treatment of behavioral and affective disorders.
- Economics and Accounting — Knowledge of economic and accounting principles and practices, the financial markets, banking, and the analysis and reporting of financial data.
- Critical Thinking — Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions, or approaches to problems.
- Reading Comprehension — Understanding written sentences and paragraphs in work-related documents.
- Writing — Communicating effectively in writing as appropriate for the needs of the audience.
- Active Listening — Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
- Complex Problem Solving — Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
- Speaking — Talking to others to convey information effectively.
- Judgment and Decision Making — Considering the relative costs and benefits of potential actions to choose the most appropriate one.
- Active Learning — Understanding the implications of new information for both current and future problem-solving and decision-making.
- Mathematics — Using mathematics to solve problems.
- Monitoring — Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
- Persuasion — Persuading others to change their minds or behavior.
- Social Perceptiveness — Being aware of others' reactions and understanding why they react as they do.
- Systems Analysis — Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.
- Systems Evaluation — Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.
- Coordination — Adjusting actions in relation to others' actions.
- Learning Strategies — Selecting and using training/instructional methods and procedures appropriate for the situation when learning or teaching new things.
- Time Management — Managing one's own time and the time of others.
- Inductive Reasoning — The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
- Deductive Reasoning — The ability to apply general rules to specific problems to produce answers that make sense.
- Fluency of Ideas — The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).
- Oral Comprehension — The ability to listen to and understand information and ideas presented through spoken words and sentences.
- Oral Expression — The ability to communicate information and ideas in speaking so others will understand.
- Written Comprehension — The ability to read and understand information and ideas presented in writing.
- Written Expression — The ability to communicate information and ideas in writing so others will understand.
- Information Ordering — The ability to arrange things or actions in a certain order or pattern according to a specific rule or set of rules (e.g., patterns of numbers, letters, words, pictures, mathematical operations).
- Category Flexibility — The ability to generate or use different sets of rules for combining or grouping things in different ways.
- Speech Clarity — The ability to speak clearly so others can understand you.
- Near Vision — The ability to see details at close range (within a few feet of the observer).
- Problem Sensitivity — The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing that there is a problem.
- Mathematical Reasoning — The ability to choose the right mathematical methods or formulas to solve a problem.
- Originality — The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.
- Speech Recognition — The ability to identify and understand the speech of another person.
- Number Facility — The ability to add, subtract, multiply, or divide quickly and correctly.
- Flexibility of Closure — The ability to identify or detect a known pattern (a figure, object, word, or sound) that is hidden in other distracting material.
- Getting Information — Observing, receiving, and otherwise obtaining information from all relevant sources.
- Analyzing Data or Information — Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
- Interpreting the Meaning of Information for Others — Translating or explaining what information means and how it can be used.
- Processing Information — Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
- Working with Computers — Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
- Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems.
- Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work.
- Communicating with People Outside the Organization — Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
- Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time.
- Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
- Updating and Using Relevant Knowledge — Keeping up-to-date technically and applying new knowledge to your job.
- Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them.
- Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
- Identifying Objects, Actions, and Events — Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
- Providing Consultation and Advice to Others — Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.
- Documenting/Recording Information — Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
- Selling or Influencing Others — Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
- Judging the Qualities of Objects, Services, or People — Assessing the value, importance, or quality of things or people.
- Coordinating the Work and Activities of Others — Getting members of a group to work together to accomplish tasks.
- Scheduling Work and Activities — Scheduling events, programs, and activities, as well as the work of others.
- Monitoring and Controlling Resources — Monitoring and controlling resources and overseeing the spending of money.
- Developing and Building Teams — Encouraging and building mutual trust, respect, and cooperation among team members.
- Estimating the Quantifiable Characteristics of Products, Events, or Information — Estimating sizes, distances, and quantities; or determining time, costs, resources, or materials needed to perform a work activity.
- Monitoring Processes, Materials, or Surroundings — Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.
- Performing Administrative Activities — Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.
- Coaching and Developing Others — Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.
- Guiding, Directing, and Motivating Subordinates — Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.
Detailed Work Activities
- Prepare research reports.
- Analyze consumer trends.
- Conduct surveys in organizations.
- Establish business management methods.
- Measure effectiveness of business strategies or practices.
- Analyze market conditions or trends.
- Gather organizational performance information.
- Analyze industry trends.
- Monitor business indicators.
- Discuss business strategies, practices, or policies with managers.
- Supervise employees.
- Develop business or market strategies.
- Electronic Mail — 100% responded “Every day.”
- Spend Time Sitting — 65% responded “Continually or almost continually.”
- Telephone — 70% responded “Every day.”
- Freedom to Make Decisions — 57% responded “A lot of freedom.”
- Importance of Being Exact or Accurate — 57% responded “Extremely important.”
- Duration of Typical Work Week — 70% responded “More than 40 hours.”
- Structured versus Unstructured Work — 43% responded “A lot of freedom.”
- Contact With Others — 43% responded “Constant contact with others.”
- Face-to-Face Discussions — 52% responded “Every day.”
- Indoors, Environmentally Controlled — 61% responded “Every day.”
- Time Pressure — 43% responded “Once a week or more but not every day.”
- Work With Work Group or Team — 43% responded “Very important.”
- Letters and Memos — 39% responded “Every day.”
- Impact of Decisions on Co-workers or Company Results — 39% responded “Important results.”
- Deal With External Customers — 30% responded “Extremely important.”
- Coordinate or Lead Others — 35% responded “Very important.”
- Frequency of Decision Making — 36% responded “Once a month or more but not every week.”
- Level of Competition — 35% responded “Moderately competitive.”
- Responsibility for Outcomes and Results — 35% responded “Limited responsibility.”
|Title||Job Zone Four: Considerable Preparation Needed|
|Education||Most of these occupations require a four-year bachelor's degree, but some do not.|
|Related Experience||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.|
|Job Training||Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.|
|Job Zone Examples||Many of these occupations involve coordinating, supervising, managing, or training others. Examples include real estate brokers, sales managers, database administrators, graphic designers, chemists, art directors, and cost estimators.|
|SVP Range||(7.0 to < 8.0)|
Interest code: IEC Want to discover your interests? Take the O*NET Interest Profiler at My Next Move.
- Investigative — Investigative occupations frequently involve working with ideas, and require an extensive amount of thinking. These occupations can involve searching for facts and figuring out problems mentally.
- Enterprising — Enterprising occupations frequently involve starting up and carrying out projects. These occupations can involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.
- Conventional — Conventional occupations frequently involve following set procedures and routines. These occupations can include working with data and details more than with ideas. Usually there is a clear line of authority to follow.
- Analytical Thinking — Job requires analyzing information and using logic to address work-related issues and problems.
- Attention to Detail — Job requires being careful about detail and thorough in completing work tasks.
- Dependability — Job requires being reliable, responsible, and dependable, and fulfilling obligations.
- Integrity — Job requires being honest and ethical.
- Initiative — Job requires a willingness to take on responsibilities and challenges.
- Adaptability/Flexibility — Job requires being open to change (positive or negative) and to considerable variety in the workplace.
- Persistence — Job requires persistence in the face of obstacles.
- Cooperation — Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
- Independence — Job requires developing one's own ways of doing things, guiding oneself with little or no supervision, and depending on oneself to get things done.
- Achievement/Effort — Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
- Stress Tolerance — Job requires accepting criticism and dealing calmly and effectively with high-stress situations.
- Innovation — Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
- Leadership — Job requires a willingness to lead, take charge, and offer opinions and direction.
- Self-Control — Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
- Concern for Others — Job requires being sensitive to others' needs and feelings and being understanding and helpful on the job.
- Achievement — Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement.
- Working Conditions — Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.
- Support — Occupations that satisfy this work value offer supportive management that stands behind employees. Corresponding needs are Company Policies, Supervision: Human Relations and Supervision: Technical.
Wages & Employment Trends
|Median wages (2020)||$31.64 hourly, $65,810 annual|
|Employment (2020)||740,900 employees|
|Projected growth (2020-2030)||Much faster than average (15% or higher)|
|Projected job openings (2020-2030)||96,000|
|Top industries (2020)|
Source: Bureau of Labor Statistics 2020 wage data and 2020-2030 employment projections . "Projected growth" represents the estimated change in total employment over the projections period (2020-2030). "Projected job openings" represent openings due to growth and replacement.
Job Openings on the Web
Sources of Additional Information
Disclaimer: Sources are listed to provide additional information on related jobs, specialties, and/or industries. Links to non-DOL Internet sites are provided for your convenience and do not constitute an endorsement.
- American Association for Public Opinion Research
- American Bankers Association
- American Marketing Association
- Association of Independent Information Professionals
- Insights Association
- News Media Alliance
- Occupational Outlook Handbook: Market research analysts
- Qualitative Research Consultants Association
- Special Libraries Association
- Strategic and Competitive Intelligence Professionals
- The Advertising Research Foundation