Market Research Analysts and Marketing Specialists
US occupation · SOC 13-1161
Job titles people report: Business Development Specialist, Communications Consultant, Communications Specialist, Content Strategist, Market Analyst, Market Research Analyst, Market Research Consultant, Market Research Specialist, Market Researcher, Marketing Research Coordinator
Pay and outlook
- Median annual wage, May 2025
- $78,760
- Half earn more, half earn less
- Middle half earn
- $58,350 – $108,310
- 25th to 75th percentile
- People employed, May 2025
- 899,580
- Wage and salary jobs (OEWS)
- Projected change, 2025–35
- +7%
- Growing at twice the all-jobs rate or more (7%+)
- Openings a year (projected)
- 82,000
- New jobs plus replacing people who leave
- Typical education to enter
- Bachelor's degree
- BLS
- All figures are for the United States as a whole. Pay varies a lot by state and city.
- Wages are for everyone working in the occupation in May 2025, at every career stage. They are not starting salaries or figures for new graduates.
- Growth and openings are BLS projections for 2025–35. They are estimates, not promises. Openings include jobs that open up when people retire or change occupation, not just new jobs.
What the work involves
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.
Main tasks
- 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.
- Measure and assess customer and employee satisfaction.
- Monitor industry statistics and follow trends in trade literature.
More specific O*NET® occupations under this one: Search Marketing Strategists.
Description and tasks from the O*NET® 31.0 Database.
Getting in
- Typical education to enter (BLS)
- Bachelor's degree
- O*NET Job Zone 4
- Considerable preparation
- Most of these occupations require a four-year bachelor's degree, but some do not.
Interests it suits
The strongest of the six O*NET interest types for this occupation, highest first. The short glosses are ours.
- Enterprising: leading, persuading and making business decisions
- Conventional: organising information, records and procedures
- Investigative: research, analysis and solving problems with ideas
Fields of study that lead here
From the federal CIP–SOC crosswalk, which links 16 programmes to this occupation. A link means the programme prepares people for this kind of work. It doesn't mean the programme is required, or that it's the only route.
Business
- 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
4 more programmes
- Vehicle and Vehicle Parts and Accessories Marketing Operations
- Business and Personal/Financial Services Marketing Operations
- Special Products Marketing Operations
- Hospitality and Recreation Marketing Operations
Find colleges that fit you with our matcher: choose Business at the Major step.
Where many students take business
- Southern New Hampshire UniversityManchester, NH · 35% of degrees · 163,164 undergraduates
- Western Governors UniversitySalt Lake City, UT · 28% of degrees · 155,088 undergraduates
- Arizona State University Campus ImmersionTempe, AZ · 26% of degrees · 64,674 undergraduates
- Grand Canyon UniversityPhoenix, AZ · 22% of degrees · 73,371 undergraduates
- University of Maryland Global CampusAdelphi, MD · 25% of degrees · 49,664 undergraduates
- University of the PeoplePasadena, CA · 53% of degrees · 22,688 undergraduates
Ordered by the field's share of degrees awarded times undergraduate enrolment (College Scorecard), among colleges with at least 1,000 undergraduates. Online universities are included. It's a rough measure of how big the programme is. It says nothing about quality. The share counts every programme in the field, not only the ones linked to this career.
Social Sciences
- Applied Economics
Find colleges that fit you with our matcher: choose Social Sciences at the Major step.
Where many students take social sciences
- University of California-Los AngelesLos Angeles, CA · 25% of degrees · 33,475 undergraduates
- University of California-Santa BarbaraSanta Barbara, CA · 27% of degrees · 23,113 undergraduates
- University of California-BerkeleyBerkeley, CA · 17% of degrees · 33,068 undergraduates
- University of California-IrvineIrvine, CA · 15% of degrees · 30,197 undergraduates
- Arizona State University Digital ImmersionScottsdale, AZ · 8% of degrees · 53,782 undergraduates
- University of California-DavisDavis, CA · 13% of degrees · 32,253 undergraduates
Ordered by the field's share of degrees awarded times undergraduate enrolment (College Scorecard), among colleges with at least 1,000 undergraduates. Online universities are included. It's a rough measure of how big the programme is. It says nothing about quality. The share counts every programme in the field, not only the ones linked to this career.
Other fields
Our college matcher doesn't offer these fields as a major, so we can't suggest colleges for them here.
Family and Consumer Sciences/Human Sciences
- Consumer Merchandising/Retailing Management
- Apparel and Textile Marketing Management
Multi/Interdisciplinary Studies
- Business Analytics
Related careers
Related occupations from the O*NET database, in its order.
- Marketing Managers
$166,790 median · +6.9% projected
- Advertising and Promotions Managers
$133,660 median · -3.7% projected
- Management Analysts
$101,860 median · +10.1% projected
- Sales Managers
$148,270 median · +4.5% projected
- Data Scientists
$120,230 median · +34.6% projected
- Public Relations Managers
$146,910 median · +5.7% projected
Sources
This page includes information from the O*NET 31.0 Database by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA). Used under the CC BY 4.0 license. O*NET® is a trademark of USDOL/ETA. CollegeMatcher has modified all or some of this information. USDOL/ETA has not approved, endorsed, or tested these modifications. O*NET 31.0 Database · CC BY 4.0
Changes: we show the core tasks in the O*NET database with the highest importance ratings (up to eight, in that order), the top three O*NET interest types by score, and shortened Job Zone names. Titles, descriptions and task text are unchanged.
Wages: U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics, May 2025. Projections, typical entry education and training: U.S. Bureau of Labor Statistics, Employment Projections 2025–35. Fields of study: NCES and BLS CIP 2020–SOC 2018 Crosswalk. All public domain. OEWS · Employment Projections · CIP–SOC crosswalk