What does a market research analyst do? Duties, pay, education and outlook
Market research analysts study consumers, competitors and market conditions to help organizations decide what to sell and how. They design surveys, analyze data with statistical software and report findings. A bachelor's degree in market research or a related business, communications or social science field is typical, and no license is required.
At a glance
| Item | Detail |
|---|---|
| O*NET-SOC code | 13-1161.00 (Market Research Analysts and Marketing Specialists) |
| Typical entry-level education | Bachelor's degree |
| Licensing | None; certification is voluntary |
| Median annual wage | $78,760 per year (May 2025, BLS) |
| Projected growth | 7 percent, 2025 to 2035 (much faster than average) |
| Number of jobs | 952,700 (2025) |
| Projected openings | About 82,000 per year, on average, over the decade |
What does a market research analyst do?
The Occupational Outlook Handbook (OOH) lists these duties:
- Monitor and forecast marketing and sales trends.
- Measure the effectiveness of marketing programs and strategies.
- Devise and evaluate methods for collecting data, such as surveys, questionnaires and opinion polls.
- Gather data on consumers, competitors and market conditions.
- Analyze data using statistical software.
- Convert data and findings into tables, graphs and written reports.
- Prepare reports and present results to clients and management.
Work environment
Because most industries use market research, analysts are employed throughout the economy. Management, scientific and technical consulting services employ 11 percent, finance and insurance 10 percent, information 9 percent, management of companies and enterprises 7 percent and wholesale trade 7 percent. Most analysts work full time during regular business hours.
Education, training and licensing
- Education: Typically a bachelor's degree in market research or a related business, communications or social science field. Coursework in statistics, research methods and marketing is important.
- Advanced degrees: Some employers require or prefer a master's degree, which is often required for leadership or more technical research positions.
- Certification: Optional, to demonstrate professional competency.
- Experience: Internships and volunteering on market research projects help. Employers may prefer candidates with experience collecting and analyzing data or writing research summaries.
Skills that matter
The OOH names analytical skills, communication skills, critical-thinking skills and attention to detail. O*NET lists the skills, knowledge and work activities for this occupation, which is useful when you tailor a resume.
How much do market research analysts make?
BLS reports a median annual wage of $78,760 per year (May 2025). The lowest 10 percent earned less than $43,390 and the highest 10 percent earned more than $155,480. See our guide on how to research pay for how to compare this with offers.
Job outlook
BLS projects employment to grow 7 percent from 2025 to 2035, much faster than the average for all occupations, a gain of 66,300 jobs, with about 82,000 openings projected each year on average over the decade.
How to get hired
- Build a portfolio of analysis. A class project, internship or volunteer study that shows a question, a method, the data and a clear recommendation is the strongest evidence.
- Show tools and statistics. Name the statistical software and survey methods you have used.
- Tailor your resume. Our ATS resume guide explains how to match keywords honestly.
- New to the field? See no experience resume, or career change resume if you are moving from another role.
- Search steadily. Use our find a job fast routine and search jobs on LiveRec.
Related occupations
Advertising, promotions and marketing managers; cost estimators; data scientists; economists; management analysts; mathematicians and statisticians; operations research analysts; public relations specialists; survey researchers.
Frequently asked questions
What degree do you need to be a market research analyst? Typically a bachelor's degree in market research or a related business, communications or social science field.
Do market research analysts need a certification? No. Certification is voluntary and demonstrates professional competency.
Do you need a master's degree? Some employers require or prefer one, and it is often required for leadership or more technical research positions.
Is market research a growing field? BLS projects 7 percent growth from 2025 to 2035, much faster than average.
Related guides
Sources
- BLS Occupational Outlook Handbook, Market Research Analysts: https://www.bls.gov/ooh/business-and-financial/market-research-analysts.htm (accessed 31 October 2026)
- BLS Occupational Employment and Wage Statistics: https://www.bls.gov/oes/ (accessed 31 October 2026)
- O*NET OnLine, Market Research Analysts and Marketing Specialists (13-1161.00): https://www.onetonline.org/link/summary/13-1161.00 (accessed 31 October 2026)
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