Market Research Analysts and Marketing Specialists
Also called: Market Research Analysts
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.
Also called: Ad Analyst (Advertising Analyst), Business Development Analyst, Business Development Associate, Business Development Representative, Business Development Specialist, Communications Consultant
Median pay
$78,760
per year, U.S.
Pay range (10th–90th)
$43,390 – $155,480
People employed
899,580
Holland code
ECI
Enterprising · Conventional · Investigative
Updated October 2026 · Data: O*NET 31.0 and BLS OEWS May 2025 · How we match careers
Is this career right for you?
These are the things that stand out in this job compared with other U.S. jobs (O*NET 31.0 work context). Answer honestly.
- 1.Do you prefer working indoors?
- 2.Do you want a job with little physical risk?
- 3.Are you happy working mostly on your own, with little contact with others?
- 4.Are you comfortable sitting at a desk most of the day?
The hard parts
- Tight deadlines are common
Market Research Analysts and Marketing Specialists pay by state
Highest-paying states
Annual median pay by state (50 states and DC with published data). Source: BLS OEWS May 2025.
Market Research Analysts and Marketing Specialists salary in every state →
What market research analysts and marketing specialists do
- 01Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
- 02Seek and provide information to help companies determine their position in the marketplace.
- 03Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.
- 04Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
- 05Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
- 06Gather 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
Knowledge
- English Language
- Sales and Marketing
- Administration and Management
- Customer and Personal Service
- Administrative
Work styles that stand out
- Attention to Detail
- Intellectual Curiosity
- Achievement Orientation
Education and first steps
O*NET has no education survey data for this job.
How people get started
- Usually needs a bachelor's degree (O*NET Job Zone 4).
- Related work experience: over 2 years, up to and including 4 years.
- On-the-job training: over 3 months, up to and including 6 months.
Most common answers from O*NET 31.0 Education, Training and Experience.
Interest fit (Holland code)
O*NET occupational interest scores, scale 1–7. Take the Free Career Test to compare with your own.
Career changes
Change from market research analysts and marketing specialists
- Business Intelligence Analysts92% · group pay
- Marketing Managers90% · +112%
- Advertising and Promotions Managers87% · +70%
- Public Relations Managers85% · +87%
- Securities, Commodities, and Financial Services Sales Agents84% · 0%
Change into market research analysts and marketing specialists
Jobs whose skills carry over best (skill match, their median pay).
- Business Intelligence Analysts92% · $120,230
- Public Relations Specialists87% · $74,750
- Survey Researchers85% · $69,460
- Securities, Commodities, and Financial Services Sales Agents84% · $78,660
- Investment Fund Managers83% · $166,570
Majors that lead here
- Consumer Merchandising/Retailing Management
- Apparel and Textile Marketing Management
- Business Analytics
- Applied Economics
- Marketing/Marketing Management, General
- Marketing Research
- International Marketing
- Digital Marketing
- Marketing, Other
- Apparel and Accessories Marketing Operations
- Tourism and Travel Services Marketing Operations
- Tourism Promotion Operations
From the NCES CIP 2020 to SOC 2018 crosswalk.