Market Research Analysts and Marketing Specialists
Market research analysts study consumer preferences, business conditions, and other factors to assess potential sales of a product or service.
Is market research analysts and marketing specialists a good career?
It scores 36/100 and ranks #91 of 825 occupations on pay, growth, employment and openings. Here's what the federal data says, with no editorializing.
Advantages
- Pays well above the U.S. median wage ($78,760 vs $61,390)
- High volume of openings — about 87,200 a year
Possible tradeoffs
- Typically requires a bachelor's degree
What market research analysts and marketing specialists earn
Wages: BLS OEWS May 2025Pay is a range, not a number. Half of U.S. market research analysts and marketing specialists earn between $58,350 and $108,310 a year.
Best-paying states
Best-paying metros
Strongest employment concentration
Live market research analysts and marketing specialists jobs
Enterprise Paid Digital Marketing Manager
How to become a market research analysts and marketing specialist
- Typical education
- Bachelor's degree
- Work experience
- None
- On-the-job training
- None
- Outlook
- Employment is projected to grow much faster than average through 2034.
Education
Market research analysts typically need a bachelor's degree in market research or a related business, communications, or social science field.
Courses in statistics, research methods, and marketing are important for prospective analysts. Courses in communications and social sciences, such as economics or consumer behavior, are also helpful.
Some employers of market research analysts require or prefer a master’s degree. Several schools offer graduate programs in marketing research, but analysts may choose to complete a bachelor’s degree in another field, such as statistics and marketing, and earn a master’s degree in business administration (MBA). A master’s degree is often required for leadership positions or positions that perform more technical research.
Licenses, certifications & registrations
Analysts may pursue certification, which is voluntary, to demonstrate a level of professional competency.
Important qualities
Analytical skills. Market research analysts must evaluate large amounts of data and information related to market conditions.
Communication skills. Market research analysts must be able to clearly convey information when gathering material, interpreting data, and presenting results to clients.
Critical-thinking skills. To determine which marketing strategies would work best for a company, market research analysts must assess all available information.
Detail oriented. Market research analysts must pay attention to minutiae to evaluate data.
Related occupations
How much do market research analysts and marketing specialists make?
The national median wage is $78,760 a year, with the middle half earning between $58,350 and $108,310 (BLS OEWS May 2025).
Is market research analysts and marketing specialists a good career?
On the Jobs.best index it scores 36 of 100 and ranks #91 of 825 occupations, weighing pay, growth, employment and openings. Employment is projected to change +6.7% through 2034.
What education do you need to become a market research analysts and marketing specialist?
The typical entry-level education is bachelor's degree.
Where do market research analysts and marketing specialists earn the most?
Among states, Massachusetts pays the highest median ($101,810). Local pay for every state and metro is below.