market research skills

Root out friction in every digital experience, super-charge conversion rates, and optimize digital self-service

Uncover insights from any interaction, deliver AI-powered agent coaching, and reduce cost to serve

Increase revenue and loyalty with real-time insights and recommendations delivered to teams on the ground

Know how your people feel and empower managers to improve employee engagement, productivity, and retention

Take action in the moments that matter most along the employee journey and drive bottom line growth

Whatever they’re are saying, wherever they’re saying it, know exactly what’s going on with your people

Get faster, richer insights with qual and quant tools that make powerful market research available to everyone

Run concept tests, pricing studies, prototyping + more with fast, powerful studies designed by UX research experts

Track your brand performance 24/7 and act quickly to respond to opportunities and challenges in your market

Explore the platform powering Experience Management

• Free Account
• For Digital
• For Customer Care
• For Human Resources
• For Researchers
• Financial Services
• All Industries

Popular Use Cases

• Customer Experience
• Employee Experience
• Employee Exit Interviews
• Net Promoter Score
• Voice of Customer
• Customer Success Hub
• Product Documentation
• Training & Certification
• XM Institute
• Popular Resources
• Customer Stories

Market Research

• Artificial Intelligence
• Partnerships
• Marketplace

The annual gathering of the experience leaders at the world’s iconic brands building breakthrough business results, live in Salt Lake City.

• English/AU & NZ
• Español/Europa
• Español/América Latina
• Português Brasileiro
• REQUEST DEMO

Top market research analyst skills for 2024

Market research is a rapidly evolving space. Artificial intelligence is completely reshaping what’s possible, by who and the skills researchers need to bring the most value to their work and themselves. With the help of findings from the 2024 Qualtrics Research Trends report, here we look at the major trends in a changing landscape, and the skills that are most in demand.

The market research landscape in 2024

In a growth-obsessed business world, good market research is the key to responding fastest, creating a competitive advantage and converting potential into success.

And today, fueled by artificial intelligence (AI), the world of market research is evolving at an unprecedented rate.

It’s no surprise that, according to the latest Qualtrics Research Trends report , the value of good research is higher than it has ever been. It’s equally unsurprising that investment in market research is very much on the rise.

Every year, we ask thousands of researchers from across the globe about their experiences to understand how the market is shifting and create the annual Qualtrics Research Trends report. Here are the four main trends we discovered for 2024.

1. Succeeding in the AI revolution is paramount

As sophisticated AI has become an accessible, everyday tool for workers and businesses, its application to market research – generating rich insights from mountains of qualitative and quantitative data in the blink of an eye – has become abundantly clear.

AI has lept from a helpful tool to an integral component of market research, and it’s reshaping the research landscape.

We’re seeing it used to analyze multi-source (qualitative and quantitative) research to generate insights, transform raw findings into marketing strategies, and drive new efficiencies through AI-driven survey reviews that are preventing data-damaging question types or structures.

Our research found that 47% of researchers globally are already using AI in their day-to-day work, and 92% are confident that they understand how to apply AI to research activities. Despite the ‘AI will steal your job’ narrative persisting, most researchers (87%) feel overwhelmingly strong about their job security.

Market research is ripe for AI innovation; it’s an ideal starting point for companies to see what AI-fueled innovation looks like. The race is now focused on how to leverage AI tools to generate the best results.

2. Digital qual is taking over

Digital qualitative research has fast become a popular route for researchers searching for deeper, more nuanced feedback from more people in a cost-effective way. In fact, 87% of researchers say that most or an equal amount of their qualitative research is currently conducted remotely or online vs. in-person.

But how did we get here? There are two key trends that have driven this transition.

On one hand, conducting comprehensive research via traditional methods, like in-person focus groups and large-scale surveys, has become a pain point for market research analysts – it can be slow, labor-intensive and expensive. On the other is the COVID-19 pandemic, which forced researchers to adopt digital-first approaches out of necessity – and saw consumers accept digital interactions as standard enmasse.

As digital qualitative technology evolves at a rapid pace, market research teams are retooling and restructuring to embrace both in-person and online research methods as the demand to collect data in a contactless, remote way grows.

Our research shows that cost effectiveness is the primary benefit of digital qual, but there are many more: increased geographical diversity, faster time to insights, increased accessibility and better reach of target audience are the other key drivers.

3. Data quality is becoming even more important

Behind every good decision lies good quality data – this has always been clear, but as consumers and technology evolve, it has become increasingly difficult to capture.

AI’s impact on market research is immense but it’s not necessarily all positive: it’s no coincidence that rising issues with quality data have coincided with the rise of generative technology like ChatGPT. 43% of respondents in the 2024 Qualtrics Research Trends report say identifying and/or preventing AI-generated responses is a challenge when collecting data using online providers.

But there’s a flip side to this issue, and AI is of course at the center of it once again. While data quality is at risk from AI, it can also be maintained and improved by it. AI can be used to automatically flag issues, like respondents who completed surveys too quickly or open-ended questions that contain nonsensical answers, and intelligently comb through thousands of data points far more efficiently and effectively than a data analyst can.

However they get there, the organizations that prioritize a relentless pursuit of data excellence will be best prepared to make strategic, data-driven decisions.

4. The skills gap is widening

While we’re definitely seeing market researchers adopt AI and learn new AI-focused skills, the pace at which they’re developing these skills is lagging behind the speed at which the technology itself is evolving. According to our data, a third of researchers globally say they outsource projects because their teams don’t have the research skills to manage them internally.

Although AI appears to be widening the skills gap, yet again it can also be the solution to it. Skills development can’t come without the capacity to learn, and AI-powered automation can take on repetitive manual tasks better than ever before – freeing up valuable time for upskilling.

Free eBook: 2024 research trends report

5 market research skills organizations are prioritizing in 2024

The research industry is in a state of significant change. We’re seeing a rapid adoption of new technologies, which is in turn reshaping the skills required for success.

But while new skills are highly valuable, it’s important to not neglect the timeless skills that will be sought after in current and future market research analysts.

As we delve into the top five research skills organizations are prioritizing in 2024, we recommend that you complete a quick skills audit. Determining where your strengths and weaknesses are, what you know and what you don’t, will give you the clarity to understand how you can become a more well-rounded – and employable – researcher or market research analyst.

Starting this list with what is now arguably the most crucial skill today.

AI is being applied at all stages of the research lifecycle, from quality assurance checks on surveys to spot biases to data cleaning, analyzing video from in-person qualitative research to creating highlight reels and shareable results. So, while broadly having good “AI skills” is certainly the way forward now, in the very near future the onus will be on specializing in specific components of AI-driven research.

Our recommendation is that you infuse AI into everything you do and go from there. The exponential growth of data and advanced AI tools makes knowing and understanding them essential for staying competitive in a data-driven market.

Safe to say, nothing is more central to career growth in market research right now than knowing how best to apply AI.

Statistical analysis skills

From new skills to those that will always be in demand.

Statistical analysis skills comprise the likes of statistical modeling, data collection strategies, data visualization and presentation, reconfiguration, Excel, R, SAS, Python – the list goes on. A timeless necessity, solid statistical techniques create the ability to interpret and manipulate data, and identify patterns and trends. In the Big Data era, the ability to distill meaningful information from vast datasets is more critical than ever for effective decision-making.

As researchers and organizations double-down on technologies, honing your statistical data analysis skills as a foundational competency can truly set you apart.

Digital qualitative skills

As digital qualitative research takes center stage, the broad collection of skills required to maximize it have become highly sought after.

Digital qualitative skills encompass designing, conducting and analyzing data from online interviews, focus groups and various other digital qual methods. It’s an umbrella term that also includes prospecting, designing research programs, crafting proposals, managing relationships and identifying target audiences. The main complexity, however, is that all of these skills must of course be done remotely.

A significant portion of researchers (36%) report difficulties in establishing the same level of rapport with participants online as in face-to-face settings. From communication skills to critical thinking, and becoming well-versed in all things consumer behavior, developing the core competencies to mitigate the challenges of online-only interactions is essential for any market researcher.

Data integration skills

This one is particularly important for modern organizations using digital technologies for market research. Data integration, on any research project, can be very complex – especially if market researchers are pulling and interpreting data from multiple sources.

Data integration skills are also essential for closing experience gaps, something that every organization is prioritizing.

The best researchers have a thorough understanding of how to extract information and combine data sets without compromising data quality. They’ll also understand how to structure APIs, use spreadsheets, model data, use statistical analytics programs and coding languages, and more. Of course, with newer market research platforms, much of this can be done with ease.

Automation skills

Automation has become vital in streamlining market research.

Automation skills enable researchers to use AI and machine learning for tasks like data analysis and report formatting, freeing them up for more strategic work. By mastering automation, researchers are better positioned to adapt to new trends and methodologies, ensuring their work remains relevant and impactful.

Developing automation skills isn’t just about understanding and using tools; it’s about reshaping the role of the market researcher to be more efficient and adaptable, and creating capacity for in-depth market research analysis and strategy development.

The importance of getting the basics right

In the fast-evolving field of market research, where cutting-edge technologies and advanced technical skills are often spotlighted, the importance of mastering the basics can’t be overstated. The foundation of effective market and marketing research lies in getting the basics right.

It's essential to not lose sight of fundamentals like survey best practices, interview skills and well-researched questions. These basics are the cornerstone of accurate data collection and ensure the clarity and relevance of the research. They are vital for engaging the right audience and for the effective analysis and interpretation of data.

While advanced technologies and skills are crucial, they should enhance, not overshadow, the foundational aspects of market research.

Embracing platformification in market research in 2024

In today's fast-paced market, having the right technology is crucial, just as much as having the right skills. The future of market research is "Platformification”, integrating various tools into a unified platform. This approach isn't about accumulating disparate solutions; it's about creating a cohesive system that enhances the capabilities of researchers at all skill levels.

Platformification streamlines research methods , data sources and analytics into a single, accessible platform. It allows for quick sharing of insights through tailored dashboards, offering both basic and complex analyses suitable for different roles.

For market researchers, this shift is transformative. It elevates their role from being reactive data analysts to proactive strategists, enabling on-demand insights and strategic recommendations across the buyer’s journey.

While fundamental research skills remain essential, platformification can expand the researcher's value and the impact they create.

How can we help

In a highly competitive business world – with disruptive new entrants more empowered than ever before – researchers need smarter, faster research solutions to stay ahead of the game.

Qualtrics® Strategic Research is an end-to-end research platform that brings together both quantitative and qualitative methods and AI-powered analytics to uncover insights at scale.

• Collect, analyze, share and act on insights from a variety of qualitative methods, including video feedback, video diary studies and in-depth interviews
• Leverage pre-built customisable projects, programs and dashboards
• Automate advanced statistical analyses including Conjoint and MaxDiff
• Easily build profiles, segments, and proprietary panels and reach out on the right channels through personalized targeting

Aaron Carpenter // Experience Management Content Strategist

Aaron is a highly skilled and accomplished content strategist specializing in experience management. With a keen understanding of the ever-evolving landscape of digital content, Aaron brings a unique perspective to the art of crafting engaging and impactful experiences for users.

Will Webster // Co-founder at interlude

Will Webster is the co-founder of the employee wellbeing tool Interlude. With over decades of experience writing for some of the largest brands, he is a skilled copywriter passionately writing in his free time.

Related Articles

November 7, 2023

Brand Experience

The 4 market research trends redefining insights in 2024

September 14, 2023

How BMG and Loop use data to make critical decisions

August 21, 2023

Designing for safety: Making user consent and trust an organizational asset

June 27, 2023

The fresh insights people: Scaling research at Woolworths Group

June 20, 2023

Bank less, delight more: How Bankwest built an engine room for customer obsession

June 16, 2023

How Qualtrics Helps Three Local Governments Drive Better Outcomes Through Data Insights

April 1, 2023

Academic Experience

How to write great survey questions (with examples)

March 21, 2023

Sample size calculator

Stay up to date with the latest xm thought leadership, tips and news., request demo.

Ready to learn more about Qualtrics?

• LEADERSHIP SKILLS
• Marketing Skills

The Essential Skills of a Market Research Analyst

Search SkillsYouNeed:

Leadership Skills:

• What Sort of Leader are You? Quiz
• Management Skills Self-Assessment
• Top Leadership Skills You Need
• Deciphering Business Jargon
• A - Z List of Leadership Skills
• Understanding Leadership
• Planning and Organising Skills
• Strategic Marketing
• Writing a Marketing Strategy
• Understanding Marketing Mediums
• Understanding Return on Investment (ROI) in Strategic Marketing
• The 7 P's of Marketing
• Pricing Strategies
• Customer Segmentation
• Social Media Marketing
• Writing Marketing Copy
• Content Marketing
• Storytelling in Business
• Strategic Thinking Skills
• Management Skills
• Entrepreneurship and Self-Employment Skills
• Change Management
• Persuasion and Influencing Skills

Our eBooks:

The Skills You Need Guide to Leadership

Subscribe to our FREE newsletter and start improving your life in just 5 minutes a day.

You'll get our 5 free 'One Minute Life Skills' and our weekly newsletter.

We'll never share your email address and you can unsubscribe at any time.

In today's competitive global economy, market research is an essential tool. It's what helps entrepreneurs refine their startup ideas to have the best odds of success. And it's also what established businesses use to explore the viability of new products and services. In short, modern businesses rarely make a move without doing market research first.

That makes the skills of market research analysts quite valuable in today's job market. But learning how to be a market research analyst isn't as straightforward as you might think. And that's because it's a discipline that's part science and part art form – meaning you'll need to develop a diverse skill set to be good at the job.

Here are the essential skills of a market research analyst.

Data Analysis Skills

At its heart, market research involves the collection of large amounts of data , which you then mine for useful insights about a given line of business or industry. And that means that data analysis is the most important part of the job of a market research analyst.

Specifically, market research analysts must understand four specific data analysis types, which are:

Descriptive Data Analysis – Techniques to organize and categorize historical data to identify existing trends. This is often used to quantify the results of past business practices in raw terms (like the number of sales, products manufactured, site visits, etc.).

Diagnostic Data Analysis – Techniques to compare data sets that help identify causal relationships. For example, if a descriptive analysis revealed increasing sales over a given period, a diagnostic analysis would seek the reason for the change (such as a marketing campaign, a price change, or an external trend).

Predictive Data Analysis – Techniques that use existing data to forecast future trends and outcomes. This often involves complex mathematical models and the application of machine learning algorithms to extract meaningful predictions from available data sets.

Prescriptive Data Analysis – A more advanced form of predictive analysis, prescriptive analysis attempts to forecast potential outcomes that result from hypothetical changes to business practices. An existing business might use this to determine if ending production of a particular product might have unintended consequences, or if the launch of a new product might make others redundant.

Data Collection Skills

Even though market research analysts often work with data that businesses already have on hand, they're frequently called upon to collect new data, as well. And that means they need to be skilled in a variety of data collection techniques, too. These include:

Interpersonal and Interview Skills – Market research analysts often use focus groups and customer interviews to collect specific data to use in their work. But getting usable data means having a high level of interpersonal skills and interview skills . This is critical to extract usable information that's free of potential biases.

Survey Creation – Market research analysts must know how to create scientifically valid surveys to focus in on the information they're hoping to gather. They also have to be familiar with using form builder software to create and publish digital versions of the surveys they create.

Data Curation – This refers to the skills needed to manage collected data and distill it down to what's useful for market research purposes. In other words, it means knowing how to eliminate irrelevant data and prepare what's left for the process of market research.

Communication Skills

One of the major purposes of market research is to uncover business insights that inform strategy. But data alone isn't always enough in a business context. And that's why a market research analyst needs strong communication skills , too. This allows them to communicate the significance of their findings to stakeholders, who may then use them in their decision-making processes. Without those skills, they'd be unable to function effectively within a business's hierarchy.

Data Visualization Skills

In addition to communication skills, market research analysts must understand how to create compelling data visualizations that aid in communicating their findings to others. Data visualizations are graphic representations of datasets, aimed at highlighting relevant trends or takeaways from the data. They make it possible for stakeholders without a background in data analysis to see and understand the work that a market research analyst does.

Knowledge of Human Behavior and Psychology

Since the role of a market research analyst is to understand how consumers will act and react to products, services, and business strategies, they need a deep understanding of human behavior and psychology. This is because market research doesn't always yield clear answers to every business question. And that's where the role of a market research analyst comes much closer to being an art form than a science.

Market research analysts have to use their knowledge of psychology to design appropriate investigations that will yield useful insight. This means they need a sharp sense of intuition and insight into consumer behavior. Otherwise, there would be no way to narrow down possible areas of inquiry. The knowledge provides valuable context and allows the market researcher to make baseline assumptions that guide their work.

Further Reading from Skills You Need

Our Communication Skills eBooks

Learn more about the key communication skills you need to be a more effective communicator.

Our eBooks are ideal for anyone who wants to learn about or develop their interpersonal skills and are full of easy-to-follow, practical information.

The Bottom Line

At the end of the day, the role of a market research analyst revolves around data. And that's what makes data analysis skills so crucial to the job. But unlike the role of a data scientist , a market research analyst must also know how to collect useful data through field research and direct consumer contact. They also have to understand the mind of the consumer. In other words, they must know their subjects as more than just raw numbers and data points.

All these skills allow market research analysts to provide the valuable insights that modern businesses now depend on. They reduce the number of costly errors that businesses make when they approach decisions without the appropriate information. And they deliver better and more relevant products and experiences to consumers. That said, it should be no wonder that market research analysts are so in demand in today's job market. And now you know exactly what skills to develop if you want to be one of them.

About the Author

Philip Piletic closely follows the impact of technology on education, and its evolution from traditional to modern methods that include e-learning, courses, gamification, and others. He has also helped the Sydney-based IT & Business school in developing their IT courses.

Continue to: Gathering Information for Competitive Intelligence Turning Information Into Action

See also: Stakeholder Analysis Essential Skills to Become a Successful Outreach Specialist 7 Must-Have Skills of a Great Prospect Researcher

6 Key Market Research Skills for 2021

It’s that time again, when we begin to focus on the coming year and what it may have in store. One area that saw remarkable shifts in 2020, both in challenges and opportunities, is market research. For a peek at the future, we reached out to several leading market researchers and insights professionals and posed the question: What’s one skill or area of expertise you want to focus on developing in 2021, and why?

Not surprisingly, some are focused on how doing everything online has generated more and more data— good news but in some ways challenging news, too, as competition for stakeholders’ attention grows fiercer. To increase the influence of research findings on business decision making—which maximizes the research ROI and benefits everyone—it’s necessary to break through the noise and keep stakeholders engaged. And, of course, more time spent online also opens more and different opportunities to engage with customers and prospects.

Another trend is the power of human creativity in extracting meaning from data. Technology can only take us so far, in both gathering and analyzing data. Human learning continues to be critical, along with our unique ability to use stories to find and share meaning.

And because everything old eventually becomes new again, we see renewed attention to a foundational market research skill: the art of the interview.

Check out the top skills and areas of expertise that six market research leaders plan to focus on in 2021.

Omnichannel Strategies

Jerry Han, Chief Marketing Executive at PrizeRebel , is focused on omnichannel technology and marketing. According to Han, as more large companies and brands are making effective use of omnichannel strategies in their marketing and brand awareness plans, it has become practical to use an omnichannel approach in data gathering for market research.

Knowledge in omnichannel technology and marketing is a crucial skill to master in 2021. Omnichannel market research targets all possible places where the audience possibly hangs out, including in-store, digital, or mobile platforms to give a more comprehensive outlook on the target market…[It’s] a relatively new concept, but it shows massive potential in reshaping data gathering for marketing campaigns.

Deeper Analysis and Experience Management

Michelle Diamond, CEO at Elevate Diamond Strategy , is emphasizing deeper data analysis (as opposed to more data collection) to maximize value from the plethora of data being generated. She also sees opportunities in experience management, which helps companies capitalize on opportunities and mitigate problems before they occur.

The world is going even more online than we were before and the need to make better sense of all this additional data is crucial. In addition, companies are more sensitive now to anticipating problems beforehand, as reacting to problems later can be costly from a financial and reputational standpoint.

Both these trends highlight the value in—and the need to—act on insights in real time. Businesses have treasure troves of data, and uncovering actionable insights from that data will help them mitigate risk and deliver positive customer experiences. 

Data Triangulation

Speaking of acting on insights in real time: Andria Long , Growth & Innovation Advisor, says the key to differentiation is being able to learn and act faster. She considers the most important skill for the insights professional to be data triangulation : uncovering and synthesizing connections across multiple and diverse data sources.

At the end of the day, everyone has access to the same data…converting data into insights is critical. The ability to see what’s NOT there and make something happen is essential with accelerated industry transformation, growing volumes of data, and rapidly evolving consumer preferences.

She goes on to note that it’s human learning that enables insights professionals to stay relevant and continue growing professionally in an era of machine learning.

In addition to data, we need to gain insights from observation, experience, reflection, and reasoning and make recommendations to drive growth.

Back to Basics: Interviewing Skills

According to Colin Palfrey, CMO at Majesty Coffee , everyone should be honing the skills needed to interview customers and others in their target audience. Good interview skills have become more important than ever with many people working remotely, as the dynamics of interviewing virtually are different than interviewing in person: 

Everything has changed in the last eight months, and if you want your business to thrive, you need to be in touch with your audience. I’ve found that actual interviews are so much more efficient than surveys. When you interview someone, you can understand the context a bit more and ask follow-up questions.

Storytelling

One evergreen challenge for market research professionals is communicating insights to stakeholders in a way that sticks and drives action. With researchers and stakeholders working remotely or in different locations, keeping stakeholders engaged and interested is more important than ever. Organizing data and research findings into meaningful stories is a great way to hold stakeholders’ attention and make an impact.

Bruce Harpham , Marketing Consultant, is getting serious about developing his storytelling skills.

I gather a lot of data, quantitative and qualitative, while working with clients. Without a story to organize all this data, it is nearly impossible to remember insights and improve.

To build his storytelling chops, Bruce is reading (Wired for Story: The Writer’s Guide to Using Brain Science to Hook Readers from the Very First Sentence by Lisa Cron) and writing (participating in National Novel Writing Month).

Activating Insight

In addition to conveying insights through stories, researchers can increase their influence by tailoring their insights delivery to stakeholders and getting creative with the formats of their presentations. 

Chris Martin, CMO at FlexMR , is considering the stakeholder’s perspective and says it will be vital, through 2021 and beyond, for research professionals to get better at activating insight.

The explosion of research and analysis technology of the past decade has given stakeholders access to an increasingly complex data landscape. Research professionals need to find new ways and new skills to help grow the influence of research conclusions.  Ensuring that findings have an impact on business decision making means competing for stakeholder attention in a competitive environment. Creativity, strategy and storytelling will all be essential components—applied in original and inventive ways to maximize stakeholder engagement.

Hopefully, 2021 will hold fewer surprises than this year, less disruption and urgent adaptation and more smooth sailing while we learn to leverage some of the skills and processes that emerged in 2020. But whatever 2021 has in store, developing the skills and areas of expertise above can help research professionals be agile and act as strategic advisors for their stakeholders. 

We see the future of market research as exciting as it’s ever been, and we want to thank the research and insights professionals who helped us take a look at what lies ahead.

The Benefits of Knowledge Management in Business

The Indispensable Role of Knowledge Management to Create a Workforce of the Future

What is a Knowledge Management System?

Start working smarter with Bloomfire

See how Bloomfire helps companies find information, create insights, and maximize value of their most important knowledge.

Take a self guided Tour

See Bloomfire in action across several potential configurations. Imagine the potential of your team when they stop searching and start finding critical knowledge.

• Bachelor’s Degrees
• Master’s Degrees
• Doctorate Degrees
• Certificate Programs
• Nursing Degrees
• Cybersecurity
• Human Services
• Science & Mathematics
• Communication
• Liberal Arts
• Social Sciences
• Computer Science
• Admissions Overview
• Tuition and Financial Aid
• Incoming Freshman and Graduate Students
• Transfer Students
• Military Students
• International Students
• Early Access Program
• About Maryville
• Our Faculty
• Our Approach
• Our History
• Accreditation
• Tales of the Brave
• Student Support Overview
• Online Learning Tools
• Infographics

Home / Online Bachelor’s Degree Programs / Online Bachelor of Science in Marketing Degree / Marketing Careers for Bachelor’s in Marketing Graduates / How to Become a Market Research Analyst: Steps and Skills

How to Become a Market Research Analyst How to Become a Market Research Analyst How to Become a Market Research Analyst

Take your next brave step.

Receive information about the benefits of our programs, the courses you'll take, and what you need to apply.

An increasing number of companies across varied industries rely on market research and statistical data to make informed decisions and carry out effective plans. This has made the market research analyst role indispensable in many organizations.

Students who are interested in entering the profession should know that educational investment is crucial. In addition to  earning the right degree  to become a market research analyst, they also need to develop the right set of skills and gain sufficient working experience.

What Does a Market Research Analyst Do?

Market research analysts help companies understand target markets. They do this through in-depth studies of market trends, market conditions, consumer buying behaviors, and other related metrics. Having a comprehensive understanding of these areas allows companies to devise the right products and identify which consumers are likely to purchase those products at certain prices. Market research analysts may accomplish this through questionnaires, interviews, and market analysis, among other strategies. These professionals are also skilled in researching and analyzing competitors.

Market Research Analyst Degree Path

Market research analysts are vital to helping a business target the right consumers and optimize growth strategies. Earning a degree in marketing, business analytics, or a related field can help individuals on their path toward becoming a market research analyst. Gaining professional experience and honing the skills that are considered fundamental for the role are also important.

Collectively, these steps can equip individuals with a foundation in the necessary skills and knowledge to be successful in the career. Just as importantly, they can help individuals understand how best to apply what they’ve learned to an individual company’s goals.

Market Research Analyst Education Requirements

Typically, the market research analyst role requires a minimum of a bachelor’s degree. There are a number of relevant undergraduate degrees, with the most useful offering a deeper understanding of core concepts related to market research analysis, including consumer behavior, target audience identification, and strategic planning.

Those who are interested in an advanced career in market research analysis should consider pursuing a master’s degree. This isn’t a requirement to enter the field, but some employers may prefer candidates with an advanced degree, especially for senior and managerial roles.

How to Become a Market Research Analyst

There are essential steps to becoming a market research analyst, including obtaining the right bachelor’s degree and considering a  master’s degree  for possible higher-level positions. Market research analysts also need several years of work experience to become certified as professional market researchers.

Step 1: Earn a Bachelor’s Degree

Students can begin their paths by earning a bachelor’s in fields such as  marketing ,  business administration , or  psychology . Each of these degrees, in different ways, provides valuable insights, enabling future market research analysts to assess consumer buying behaviors and preferences.

Specifically, a degree in marketing is valuable, since the coursework incorporates business theories and policies, marketing, and the study of consumer behaviors. A bachelor’s in business administration provides a foundation in financial accounting, economics, business law, and statistics. A degree in psychology, on the other hand, allows students to study human nature and behaviors from perspectives that incorporate fundamental concepts such as cognition, multiculturalism, critical thinking, and development through the lifespan.

Step 2: Build On-the-Job Experience

Advancing to the role of market research analyst usually requires at least a few years of industry experience, working in a role such as marketing assistant or account representative. This background helps gain access to greater job opportunities — such as becoming a market research analyst — as well as assists in qualifying for particular certifications. Market research analysts usually work full time, although certain job demands, such as time-sensitive marketing campaigns, may require them to work additional hours.

Step 3: Earn a Master’s Degree (Optional)

To qualify for higher-level positions, market research analysts should consider pursuing a master’s degree. There are degrees that focus specifically on market research analysis related fields, such as marketing, market research, or data analytics; however, professionals may also choose to earn a  Master of Business Administration (MBA) .

In addition to opening greater career opportunities, a master’s degree can also serve as a valuable tool in obtaining the Insights Professional Certification, or IPC. This designation is administered by the Insights Association. To qualify, applicants need to take and pass a test and possess at least three years of work experience. Certified researchers who plan to renew their credentials, which is required every two years, must complete 20 hours of continuing education.

What Skills Does a Market Research Analyst Need?

In addition to building job experience and obtaining the right education, market research analysts need specific soft skills to succeed in the field.

The ability to analyze huge amounts of data is a must, considering that research and information analysis are at the heart of the job. In terms of choosing the right marketing strategies for any given company, critical-thinking abilities also come into play.

Finally, market research analysts need exceptional communication skills. Those interested in becoming market research analysts need to develop oral and written communication skills, as the role typically involves frequent presentations and interactions with clients, team members, consumer audiences, and other stakeholders.

Market Research Analyst Salaries and Job Outlook

According to the BLS, the median salary for a market research analyst in 2020 was $65,810. Several factors contribute to precise salary levels, such as overall professional experience and the position’s location.

In addition, the BLS projects 18% growth for this job between 2019 and 2029. This rate is significantly higher than the 4% average employment growth for all other occupations over the same 10-year period. By 2029, the BLS estimates that as many as 130,300 additional market research analyst jobs will be created.

Several factors contribute to this impressive growth in market research analyst jobs. Companies are relying to a greater degree on data and research to effectively target consumers. The ability to reach the right customers, due to more effective marketing and advertising strategies, leads to an increase in business profits.

The BLS further reports that job applicants with strong backgrounds in statistics and data analysis, as well as those with a master’s degree in marketing or business administration, are likely to have better employment opportunities.

Start Your Journey to Becoming a Market Research Analyst Today

If you have a passion for understanding marketing research, statistical data, and human psychology, a career as a market research analyst might be an excellent choice.

There is no better time than now to invest in your future. Earning a degree in a field such as marketing, statistics, analytics, psychology, or business administration can be a step in the right direction to becoming a market research analyst.

Maryville University offers online  bachelor’s  and  master’s  degrees in a range of fields including  marketing ,  psychology , and  business administration . These rigorous academic degree programs are designed to fit into students’ busy lifestyles, which may include family obligations and full-time jobs.

Be brave. Take the first step today toward an exciting career as a market research analyst.

Recommended Reading

Content Marketing vs. Digital Marketing

Digital Marketing Trends Marketers Need to Know

Inside the Consumer’s Mind: 10 Marketing Psychology Principles for Growing a Business

Insights Association, Insights Professional Certification

Insights Association, “New Insights Professional Certification (IPC) Announced”

Society for Human Resource Management, Market Research Analyst

U.S. Bureau of Labor Statistics, Market Research Analysts

Bring us your ambition and we’ll guide you along a personalized path to a quality education that’s designed to change your life.

Top 12 Market Research Analyst Skills to Put on Your Resume

In today's competitive job landscape, standing out as a market research analyst requires a well-crafted resume that highlights your most valuable skills. This article will guide you through the top 12 skills essential for market research analysts to feature on their resumes, ensuring you capture the attention of potential employers and showcase your capabilities effectively.

Market Research Analyst Skills

• Google Analytics
• SurveyMonkey

SPSS (Statistical Package for the Social Sciences) is a software tool used by market research analysts for complex statistical data analysis, including survey data interpretation, predictive modeling, and trend analysis to inform business decisions.

Why It's Important

SPSS is crucial for a Market Research Analyst because it provides powerful tools for data analysis, enabling efficient handling of complex data sets, sophisticated statistical testing, and clear visualization of results, thus facilitating informed decision-making and strategic planning based on empirical evidence.

How to Improve SPSS Skills

Improving your SPSS skills as a Market Research Analyst involves enhancing your ability to analyze and interpret data efficiently. Here are brief steps to achieve this:

Master the Basics : Ensure you have a solid understanding of SPSS basics. IBM's official SPSS tutorials can be a great starting point.

Learn Advanced Statistical Techniques : Delve deeper into statistical methods that are pertinent to market research, such as regression analysis, cluster analysis, and factor analysis. Online resources like Laerd Statistics offer detailed guides.

Automate Repetitive Tasks : Learn to use syntax in SPSS for automation. This can save time and increase accuracy. The SPSS Syntax Guide by Kent State University is helpful for beginners.

Visualize Your Data : Enhance your ability to create and interpret data visualizations. Explore the Data Visualization with SPSS guide by IBM for insights.

Stay Updated : The field of data analysis is always evolving. Keep up with the latest trends and features in SPSS by regularly visiting the IBM SPSS Software page .

Join Online Forums and Communities : Engage with other professionals through platforms like the SPSS Community at IBM Community or subreddits related to SPSS and statistics for shared knowledge and troubleshooting.

By following these steps and utilizing the provided resources, you can significantly improve your SPSS skills, making you a more proficient and efficient Market Research Analyst.

How to Display SPSS Skills on Your Resume

SAS (Statistical Analysis System) is a software suite used for advanced analytics, multivariate analyses, business intelligence, data management, and predictive analytics, widely utilized by Market Research Analysts for analyzing complex data, identifying trends, and making data-driven decisions.

SAS (Statistical Analysis System) is important for a Market Research Analyst as it provides advanced analytics, data management, and predictive modeling capabilities, enabling them to analyze complex data, uncover insights, and make data-driven decisions to guide marketing strategies.

How to Improve SAS Skills

To improve your SAS (Statistical Analysis System) skills as a Market Research Analyst, focus on these key areas:

Basic SAS Programming : Start with the fundamentals of SAS programming to manipulate data and perform basic analyses. SAS Programming 1: Essentials is a good starting point.

Advanced Analytics : Dive into more complex statistical procedures that SAS offers for predictive modeling and forecasting, which are crucial for market research. The Predictive Modeling Using Logistic Regression course can be beneficial.

Data Visualization : Learn to use SAS Visual Analytics to create compelling visualizations that communicate your findings effectively. Explore the SAS Visual Analytics 1 for SAS Viya: Basics course.

Macro & SQL : Enhance your efficiency by mastering the SAS Macro Language and SQL for dynamic code and accessing databases. SAS Macro Language 1: Essentials and SAS SQL 1: Essentials are valuable resources.

Certification : Consider earning a SAS certification to validate your skills. The SAS Certified Specialist: Base Programming is a good certification to start with.

By focusing on these areas and leveraging SAS's official resources, you can significantly enhance your SAS skills, making your analyses more efficient and insightful.

How to Display SAS Skills on Your Resume

Tableau is a powerful data visualization tool used by Market Research Analysts to analyze, visualize, and share data insights through interactive dashboards and reports, facilitating data-driven decision-making.

Tableau is important for a Market Research Analyst because it allows for the efficient visualization of complex datasets, enabling the identification of trends and insights to inform strategic decisions.

How to Improve Tableau Skills

Improving skills in Tableau for a Market Research Analyst involves focusing on data visualization best practices, mastering advanced Tableau functionalities, and integrating Tableau with other data analysis tools. Here's a concise guide:

Learn Data Visualization Principles : Understanding the fundamentals of data visualization will help you create impactful and easy-to-understand Tableau dashboards. Start with Edward Tufte’s principles on Information Design and Data Visualization .

Master Tableau Features : Dive deeper into Tableau features such as calculated fields, parameters, level of detail (LOD) expressions, and dashboard actions to create dynamic and interactive visualizations. Tableau’s Official Training Videos are a great resource.

Incorporate Advanced Analytics : Utilize Tableau’s advanced analytics capabilities like forecasting, clustering, and R or Python integration for more sophisticated analyses. Explore the Tableau Integrations guide.

Practice with Real-World Datasets : Apply your skills on real-world datasets to solve business problems similar to what you would encounter as a Market Research Analyst. Websites like Kaggle offer a variety of datasets for practice.

Join the Tableau Community : Engage with the Tableau Community to learn from other professionals, get feedback on your dashboards, and stay updated on best practices. Visit the Tableau Community Forums .

Stay Updated with Blogs and Tutorials : Follow Tableau experts and blogs for the latest tips, tutorials, and industry trends. A great start is the Tableau Public Blog .

Obtain Tableau Certification : Consider obtaining a Tableau certification to validate your skills and stand out in your field. Check out the official Tableau Certification Page for details.

By focusing on these areas, you'll not only improve your Tableau skills but also enhance your ability to uncover insights and communicate findings effectively as a Market Research Analyst.

How to Display Tableau Skills on Your Resume

Python is a versatile and widely-used programming language, favored for its simplicity and efficiency, particularly useful for data analysis, automation, and creating algorithms in market research.

Python is important for a Market Research Analyst because it enables efficient data analysis, manipulation, and visualization, facilitating insightful market trends and consumer behavior understanding.

How to Improve Python Skills

Improving your Python skills as a Market Research Analyst involves focusing on data analysis, visualization, and automation. Here's a concise guide:

Learn Pandas & NumPy : Master these libraries for efficient data manipulation and analysis. Pandas documentation , NumPy documentation .

Master Data Visualization : Use Matplotlib and Seaborn for insightful charts and graphs. Matplotlib tutorials , Seaborn documentation .

Automate Repetitive Tasks : Use Python scripts to automate data collection and processing. Automate the Boring Stuff with Python .

Learn SQL Integration : Use SQLAlchemy or pandas' read_sql to interface with databases. SQLAlchemy documentation , Pandas and SQL .

Enhance Skills with Projects : Apply your knowledge on real-world datasets. Kaggle offers datasets and competitions.

Stay Updated and Network : Follow Python and data science communities on platforms like Stack Overflow and Reddit .

Focus on practical application and continuous learning to keep your Python skills sharp and relevant for market research.

How to Display Python Skills on Your Resume

R is a programming language and software environment used for statistical analysis, data visualization, and predictive modeling, which is highly valuable for market research analysts in interpreting data, identifying trends, and making data-driven decisions.

R is important for a Market Research Analyst because it provides powerful tools for data manipulation, statistical analysis, and graphical representation, enabling insightful analysis of market trends and consumer behavior.

How to Improve R Skills

Improving your R skills, especially for a Market Research Analyst, involves a combination of learning advanced data manipulation, statistical analysis, and visualization techniques. Here's a concise guide:

Master Data Manipulation : Understand how to clean, transform, and prepare data for analysis using packages like dplyr and data.table .

• R for Data Science

Statistical Analysis Proficiency : Enhance your understanding of statistical models and tests to analyze market trends accurately using base R functions and packages like stats .

• Quick-R: Statistical Analysis

Advanced Visualization Skills : Develop compelling data visualization skills with ggplot2 to create insightful and impactful market research reports.

• Data Visualization with ggplot2

Learn R Markdown : Master R Markdown for creating dynamic reports and presentations that can automatically update with new data.

• R Markdown: The Definitive Guide

Stay Updated and Practice : Follow blogs and forums such as R-bloggers and Stack Overflow for the latest trends, packages, and solutions to common problems.

• Stack Overflow

Take Online Courses and Tutorials : Platforms like Coursera, DataCamp, and Udemy offer specific courses that focus on R for data analysis and market research.

By following these steps and consistently applying R to real-world market research projects, you'll significantly improve your R skills and analytical capabilities.

How to Display R Skills on Your Resume

SQL (Structured Query Language) is a programming language used by Market Research Analysts to retrieve, manipulate, and analyze data from databases, aiding in the extraction of insights and trends relevant to market research.

SQL is crucial for a Market Research Analyst as it enables efficient data retrieval, manipulation, and analysis from large databases, allowing for informed decision-making based on customer trends and market insights.

How to Improve SQL Skills

Improving SQL skills, especially for a Market Research Analyst, involves a combination of understanding advanced SQL concepts, practicing real-world scenarios, and continuously learning from a variety of resources. Here's a concise guide:

Master Advanced SQL Functions: Focus on learning complex joins, window functions, and common table expressions (CTEs). These are crucial for data manipulation and analysis.

Practice with Real Datasets: Apply your skills on real-world datasets. Websites like Kaggle provide a plethora of datasets to practice with.

Optimize SQL Queries: Learn how to write efficient SQL queries to improve performance. This includes understanding indexing and query execution plans.

Learn SQL for Analytics: Familiarize yourself with SQL analytic functions and how to perform data analysis directly within SQL.

Continuous Learning: Stay updated with the latest SQL features and best practices. Online platforms like SQLZoo , Mode Analytics SQL Tutorial , and LeetCode offer interactive SQL exercises and challenges.

By focusing on these areas and utilizing the provided resources, a Market Research Analyst can significantly improve their SQL skills, leading to more efficient data analysis and valuable insights.

How to Display SQL Skills on Your Resume

Excel is a spreadsheet software used by Market Research Analysts for organizing, analyzing, and visualizing data to support decision-making processes.

Excel is crucial for Market Research Analysts because it enables efficient data organization, analysis, and visualization, facilitating informed decision-making and strategic planning.

How to Improve Excel Skills

To improve your Excel skills as a Market Research Analyst, focus on mastering the following areas:

Advanced Formulas : Deepen your understanding of formulas like INDEX(MATCH()) , VLOOKUP , HLOOKUP , and array formulas for efficient data analysis. ExcelJet's Formula Guide is a great resource.

Pivot Tables : Learn to summarize large datasets quickly to find patterns. The Official Microsoft PivotTable Tutorial can help.

Data Visualization : Enhance your ability to present data compellingly using charts and graphs. Excel Easy's Chart Tutorial is straightforward and helpful.

Power Query & Power Pivot : Acquire skills in managing and analyzing large datasets from multiple sources. Microsoft's Power Query Guide and Power Pivot Overview offer comprehensive insights.

Macros and VBA : Automate repetitive tasks and customize Excel to your needs. The Home and Learn VBA Tutorial provides a free course.

Data Analysis Toolpak : Utilize this Excel add-in for complex statistical or engineering analysis. Microsoft’s Guide explains how to load and use it.

Keyboard Shortcuts : Increase your efficiency dramatically by using Excel keyboard shortcuts. Shortcut World’s Excel Shortcuts list is very comprehensive.

Continuous Learning and Practice : Stay updated with new features and tools by following Excel blogs and participating in forums like MrExcel .

By focusing on these areas and leveraging the provided resources, you can significantly improve your Excel skills, making data analysis more efficient and insightful for market research.

How to Display Excel Skills on Your Resume

8. Qualtrics

Qualtrics is a cloud-based software platform for creating and managing online surveys, collecting and analyzing data, and providing actionable insights, widely used by market research analysts for gathering consumer feedback, testing market hypotheses, and conducting various types of research studies.

Qualtrics is important for a Market Research Analyst because it provides a comprehensive platform for designing, distributing, and analyzing surveys, enabling the collection of valuable data on consumer preferences, behaviors, and trends, which is crucial for informed decision-making and strategic planning.

How to Improve Qualtrics Skills

Improving Qualtrics for a Market Research Analyst involves leveraging its advanced features and integrations for deeper insights and more efficient workflows. Here's a concise guide:

Advanced Survey Logic: Utilize Qualtrics' Survey Flow to create dynamic surveys that adapt based on respondents' answers, ensuring more relevant data collection.

Data Analysis Tools: Enhance data analysis by integrating Qualtrics with statistical software like SPSS or Tableau. This allows for sophisticated data manipulation and visualization.

Text Analysis: Use Text iQ for advanced text analysis, identifying themes and sentiments in open-ended responses, helping to uncover deeper insights.

API Integration: Automate workflows and enhance data management by leveraging the Qualtrics API . This can streamline data collection from various sources, enriching your research.

Training and Certification: Invest in Qualtrics' training and certification programs to stay up-to-date with the latest features and best practices, ensuring efficient and effective use of the platform.

By focusing on these areas, a Market Research Analyst can significantly enhance their use of Qualtrics for more insightful, efficient, and impactful market research.

How to Display Qualtrics Skills on Your Resume

9. Google Analytics

Google Analytics is a web analytics service that tracks and reports website traffic, providing insights into user behavior, which assists Market Research Analysts in understanding audience preferences and measuring the effectiveness of marketing strategies.

Google Analytics is crucial for a Market Research Analyst as it provides detailed insights into website traffic, user behavior, and conversion metrics, enabling data-driven decision-making and strategic marketing planning.

How to Improve Google Analytics Skills

Improving Google Analytics use for a Market Research Analyst involves a few key steps focusing on customization, integration, and analysis enhancement. Here’s a concise guide:

Set Clear Goals : Define specific objectives for what you want to achieve with your analytics. Setting up goals in Google Analytics helps in tracking conversions and understanding user behavior.

Use Custom Dashboards : Create custom dashboards tailored to your specific needs. This allows for monitoring the most relevant metrics at a glance.

Implement Enhanced E-commerce Tracking : For deeper insights into customer behavior, enhanced e-commerce tracking provides data on product performance, transactions, and shopping behavior.

Leverage Segmentation : Use segmentation to analyze specific groups of users. This enables more targeted and effective market research.

Integrate with Other Tools : Connect Google Analytics with other tools like Google Ads, Search Console, and CRM systems. This integration process enhances data collection and provides a holistic view of your performance.

Utilize Custom Alerts : Set up custom alerts to notify you about significant changes in data trends. This helps in timely decision-making.

Attend Training and Certification : Improve your knowledge and skills by completing the Google Analytics Academy courses . Continuous learning is key to leveraging the full potential of Google Analytics.

By focusing on these strategies, Market Research Analysts can enhance their use of Google Analytics for more insightful, data-driven decision-making.

How to Display Google Analytics Skills on Your Resume

10. Power BI

Power BI is a business analytics tool developed by Microsoft, designed to help users visualize data and share insights across an organization. For a Market Research Analyst, Power BI aids in analyzing market trends and consumer behavior by transforming raw data into interactive dashboards and reports for informed decision-making.

Power BI is crucial for a Market Research Analyst as it enables efficient data analysis and visualization, empowering them to uncover market trends, consumer behavior insights, and performance metrics to inform strategic decisions and enhance competitive advantage.

How to Improve Power BI Skills

Improving your Power BI skills as a Market Research Analyst involves focusing on data visualization, analysis techniques, and staying updated with the latest Power BI features. Here are concise steps to enhance your Power BI expertise:

Master DAX Formulas : Deepen your understanding of Data Analysis Expressions (DAX) for more sophisticated data manipulation and analysis. Start with the basics and progressively tackle complex formulas. DAX Guide is a comprehensive resource.

Leverage Power Query : Enhance your data preparation skills using Power Query. Learn to clean, transform, and import data efficiently. The official Power Query Documentation provides detailed guidance.

Focus on Visualization Best Practices : Improve how you present data by following best practices in data visualization. Experiment with different charts and visuals to effectively communicate insights. The Microsoft Power BI Blog often features tips and examples.

Incorporate Advanced Analytics : Utilize Power BI’s advanced analytics features like AI visuals, quick insights, and R or Python integration for deeper data analysis. Explore the Advanced Analytics section in Power BI documentation for insights.

Stay Updated : Power BI is continuously evolving. Stay informed about new features and updates by frequently visiting the Power BI Blog and participating in the Power BI Community .

Practice and Share : Apply your skills by working on real-world datasets and share your reports with the community for feedback. Websites like Kaggle offer datasets to practice with.

By focusing on these areas, you'll be able to significantly improve your Power BI skills, making your market research analysis more impactful.

How to Display Power BI Skills on Your Resume

11. SurveyMonkey

SurveyMonkey is a cloud-based survey tool that enables Market Research Analysts to design, distribute, and analyze online surveys to gather data and insights for market research.

SurveyMonkey is a crucial tool for Market Research Analysts as it provides an efficient, user-friendly platform for designing, distributing, and analyzing surveys. This enables analysts to gather valuable data and insights on consumer preferences, behaviors, and trends, supporting informed decision-making and strategy development.

How to Improve SurveyMonkey Skills

To enhance SurveyMonkey for a Market Research Analyst:

Advanced Question Logic : Implement complex skip logic, branching, and conditional questions to tailor surveys based on respondent answers, ensuring more relevant data collection. SurveyMonkey Logic.

Integration with Analytics Tools : Facilitate direct integration with analytics platforms such as Google Analytics or Tableau for real-time data analysis and visualization. SurveyMonkey Integrations .

Customizable Dashboards : Develop customizable dashboards for analysts to track key metrics and trends over time, enabling quick insights without manual data manipulation. SurveyMonkey Analytics.

Enhanced Data Privacy Controls : Implement stronger data privacy controls and compliance tools to navigate global data protection laws efficiently, building trust with survey participants. SurveyMonkey Security.

AI-Powered Insights : Leverage AI technologies to automatically generate insights, identify trends, and suggest actions based on survey data, reducing analysis time. SurveyMonkey AI.

By focusing on these improvements, SurveyMonkey can offer more powerful, efficient, and user-friendly tools for Market Research Analysts, thereby enhancing their capability to gather and analyze data effectively.

How to Display SurveyMonkey Skills on Your Resume

Stata is a comprehensive statistical software package used for data analysis, data management, and graphics. For a Market Research Analyst, it offers tools for statistical analysis, data visualization, and manipulation to support decision-making and insights into market trends.

Stata is important for a Market Research Analyst because it offers powerful statistical analysis, data management, and graphical visualization capabilities, enabling the analyst to efficiently interpret market trends and make evidence-based decisions.

How to Improve Stata Skills

Improving your Stata skills as a Market Research Analyst involves a combination of enhancing your technical proficiency, understanding market research methodologies, and integrating external data sources. Here’s a concise guide:

Enhance Technical Proficiency :

• Learn through Official Resources : Start with Stata’s official resources , including manuals and user guides, to understand the basics and advanced features.
• Online Courses and Tutorials : Platforms like Udemy and Coursera offer courses tailored to improving Stata skills, ranging from beginner to advanced levels.

Understand Market Research Methodologies :

• Apply Statistical Methods : Focus on applying statistical methods relevant to market research. Stata’s YouTube Channel provides tutorials on various statistical techniques.
• Data Management and Visualization : Improve your data management skills for handling large datasets and use Stata for creating compelling visualizations relevant to market research. The Stata Journal offers insights and practical applications.

Integrate External Data Sources :

• Automating Data Import : Learn to automate the process of importing data from external sources like databases or web APIs. Stata’s documentation on importing data can be a useful start.
• Data Cleaning and Preparation : Use Stata’s features for data cleaning and preparation to ensure the quality and reliability of your data. Explore Stata’s data management features for best practices.

Stay Updated and Network :

• Join Stata Forums and Communities : Engage with Statalist , the official Stata forum, to share knowledge and solve queries. Networking with other professionals can provide practical tips and new perspectives.
• Attend Workshops and Conferences : Participate in Stata conferences and workshops to stay updated on the latest trends and features in Stata relevant to market research.

By focusing on these areas, you can significantly improve your Stata skills, making your market research analysis more efficient and insightful.

How to Display Stata Skills on Your Resume

Related Career Skills

• Marketing Research Analyst
• Market Research Assistant
• Market Research Associate
• Market Research Interviewer
• Market Research Manager
• Market Researcher

• Market Research
• Survey best practices
• Tips & tricks
• 11 Expert Tips for Conducting Bette ...

11 Expert Tips for Conducting Better Market Research

Market research is so important that it can mean the difference between success and disaster for a business.

Today’s market, especially with the added challenges of COVID-19, is more volatile than ever. What may have been a “tried and true” method that worked five years ago probably isn’t seeing the same success today.

In addition to analyzing past and current trends, market researchers face the difficult task of finding ways to improve, use forecasts to predict how the market is going to shift, and determine what a business can do to stay one step ahead of the changes.

Some business owners hire professional market researchers to conduct this deep-level analysis. But for small operations, that option isn’t always in the budget.

We’ll break down our top tips to help you improve market research for your business, whether you’re conducting the research yourself in-house or outsourcing it to a third-party professional.

11 Ways to Improve Market Research Skills and Methods for Your Business

Businesses rely on a variety of market research methods. The most common types of market research are surveys, customer observations, focus groups, and interviews, but that’s not an all-inclusive list.

Market research can also include studying website traffic, social media interactions, studies published within a particular industry, field trials, and other means of collecting and analyzing information.

Here are some ways to improve market research:

1. Identify New Opportunities and Needs

One thing is certain about the market – it’s always changing. This state of constant evolution means a market researcher needs to use their analytical skills to study:

• Current trends
• Demographics
• Market size
• Market shares
• Trend forecasts
• Industry suppliers
• Geographic distribution
• Key competitors
• Market gaps, needs, and demands

Collecting this information and pinpointing potential areas of improvement is a critical first step in understanding the existing market and finding opportunities for business strategies, advertising, and products.

2. Understand Your Customers

In order to accurately target the customers in your market niche, you need to know who your customers are. This type of research can be conducted through focus groups, questionnaires, surveys, interviews, and analytical data collected from online interactions with your brand.

It’s important to create a customer profile that not only identifies demographics such as age, income, and interests, but also identifies needs that aren’t being met and how your audience may have changed over time.

3. Conduct Brand Research

There’s a surprising disconnect between how most companies perceive their brand and how their customers perceive it. Even the colors you choose can impact brand recognition by as much as 80% , which means seemingly minor details likely have a bigger impact than business owners realize.

This is where thorough brand research can help businesses improve their overall branding and shed light on:

• How familiar customers are with a brand
• The memorability of a logo and company name
• How customers view a brand in comparison to competitors
• What kind of reputation customers and potential customers think a brand has
• Overall brand perception and awareness in the marketplace
• How customers feel about a brand’s website, social media presence, ads, content, etc.

4. Collect and Analyze Data

Collecting data is a major part of the process, but even more important is being able to analyze that data and determine trends and changes that are currently or may soon impact your business.

Data collection and analysis needs to be a continuous process happening at every phase. Even if you did diligent research prior to launching your latest product, you then need to follow up after the launch and continue to gather customer feedback and market data.

Also, strive to measure the effectiveness of your marketing campaigns with analysis that will drive future campaigns.

5. Don’t Make Assumptions

One of the most dangerous pitfalls a market researcher can fall into is allowing assumptions to enter the equation. It’s easy to notice patterns and make automatic assumptions without diving deeper to explore why certain trends are happening.

That’s a recipe for disaster. Decisions should be made based on the numbers, studies, feedback, and trends – not unverified assumptions.

6. Apply Personalized Problem-Solving Techniques per Project

Every project should be handled individually. There is no blanket, one-size-fits-all approach when it comes to problem solving for different aspects of the market.

If you’re sending out surveys as the primary means of collecting data for your market research, take the time to consider your goal each time. Don’t create an all-in-one survey and send it out to everybody.

Instead, tailor your questions and send them to targeted people. Customers participating in your brand awareness survey should not be getting a carbon copy of your customer satisfaction survey, nor should both groups be receiving one survey that covers questions from both topics.

Taking an individualized problem-solving approach on a project-by-project basis will improve the accuracy of your market research.

7. Improve Communication Skills

In order to gather the most useful data, participants need to have a clear understanding of the questions they’re being asked.

Verbal and written communication skills need to be strong in order to clearly and accurately convey information and create well-documented reports.

8. Gather Product Feature Insights

Whether you’re launching a new product or making updates to an existing one, product feature research should be a part of your overall market research – ideally before you commit to the expenses of large-scale production costs and advertising.

Consumer feedback on concepts and, when possible, prototypes can reveal design flaws, packaging issues, and other problems that will save you a lot of time and money if you can address these issues before the official launch.

Qualitative research such as focus groups, interviews, and open-ended survey questions is best to gather insights you may not have expected from your beta testers.

9. Be Transparent

Market research usually involves interacting with participants in some capacity, whether that’s in-person interviews, virtual focus groups, telephone surveys, digital questionnaires, etc.

Participants need to have a clear understanding of exactly how you intend to use their information. Be open and honest upfront. Failing to do so can have serious repercussions later and may skew your data if participants are uneasy about giving their true opinions.

10. Incentivize Participants

When you’re looking for ways to improve market research, consider what’s motivating the respondents who are providing you with data. Are they being compensated with discounts or prize drawings? Will they be allowed to test a new product prototype?

Remember that just as your time is valuable, so is the time of the people providing you with data. Consider your audience and the best ways you could incentivize them for maximum participation. Incentives designed for B2C surveys are probably not going to be as effective for B2B, and vice versa.

11. Keep Your Surveys, Questionnaires, and Interviews Short and Simple

We already mentioned the importance of communication when it comes to improving market research. In addition to clearly communicating your needs and expectations, make sure you’re keeping the process simple.

Questions should not be complicated and confusing, and your survey shouldn’t take too long to complete. Studies have shown that the response rate drops by 15% if a survey takes more than 5 minutes to finish, with a 40% drop rate past 10 minutes.

Market research is important, but if you need to gather a lot of data, try to break it up into smaller, more manageable sessions so the participants helping you don’t feel overwhelmed.

Improve the Validity of Market Research for Business Success

Market research goes much deeper than simply sending out a survey and generating a report of the responses.

When done in a thorough and meticulous manner, market research can (and should) bring in a ton of data that needs to be analyzed and compiled into written and visual reports capable of showing trends, demographics, and opportunities.

It’s an important part of the business process, and it starts with asking the right questions. Gathering a lot of data is good if it’s the right data. Otherwise, you’re not helping your business make the best strategic decisions for a successful future.

• Survey best practices (63)
• Market Research (62)
• Tips & tricks (52)
• Product updates (40)
• Company news (22)
• Customer Experience (19)
• Net Promoter Score (16)
• Employee Experience (16)
• Survey analysis (9)

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

• Online Degree Explore Bachelor’s & Master’s degrees
• MasterTrack™ Earn credit towards a Master’s degree
• University Certificates Advance your career with graduate-level learning
• Top Courses
• Join for Free

Market Research Specialization

Gain key skills essentials in market research. Learn to plan, execute and analyse a research project

Taught in English

Some content may not be translated

Instructors: Athanasia Lampraki +1 more

Instructors

Financial aid available

4,859 already enrolled

Specialization - 4 course series

(75 reviews)

Recommended experience

Beginner level

For market research analysts, social media strategists, marketing managers, product managers and market researchers.

What you'll learn

Essentials of market research

Components of research proposal and research process

Sampling approaches , data analysis and interpretation

Skills you'll gain

• Analyse and interpret data
• Develop a research proposal
• Use qualitative and quantitative research methodologies
• Manage the development and use of different research instruments

Details to know

Add to your LinkedIn profile

See how employees at top companies are mastering in-demand skills

Advance your subject-matter expertise

• Learn in-demand skills from university and industry experts
• Master a subject or tool with hands-on projects
• Develop a deep understanding of key concepts
• Earn a career certificate from Queen Mary University of London

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV

Share it on social media and in your performance review

The Market Research Specialisation focuses on the essentials of research and the research process. This Specialisation will teach you how to use qualitative and quantitative research methods, how to develop and manage a questionnaire development strategy, how to develop measurements, how to collect data and how to analyze and present them.     

Once you have completed this Specialisation, you will have a good understanding of market research including:

Components of research proposal

Research process

Development of research instruments

Sampling approaches

Data analysis and interpretation

Research report

This Specialisation is aimed at market research analysts, social media strategists, marketing managers, product managers and market researchers who wish to enhance their knowledge with the essentials of market research, the research process and the research proposal. The Specialisation will assist learners in familiarising with the fundamentals of market research, methodological approaches, data collection and analysis and a good understanding of the stages of the research process.

Applied Learning Project

Learners will be able to complete various quizzes and peer-reviews to test your knowledge and understanding on the Market Research topic. This Specialisation will teach you how to use qualitative and quantitative research methods, how to develop and manage a questionnaire development strategy, how to develop measurements, how to collect data and how to analyze and present them.   

Introduction to Market Research

Discuss the essentials of market research

Focus on the research proces

Formulate research questions and research objectives

Develop a research proposal   

Research Methodologies

Different research methodologies

Different sampling approaches

Primary and secondary data collection approaches

Research Instruments and Research Hypotheses

Develop an instrument design strategy

Design and use research instruments

Reflect on basic data analysis approaches

Analysis and Interpretation of Data

Familiarise with data analysis and interpretation

Use qualitative and quantitative data analysis approaches

Queen Mary University of London is a leading research-intensive university with a difference – one that opens the doors of opportunity to anyone with the potential to succeed. Ranked 117 in the world, the University has over 28000 students and 4400 members of staff. We are a truly global university: over 160 nationalities are represented on our 5 campuses in London, and we also have a presence in Malta, Paris, Athens, Singapore and China. The reach of our education is extended still further through our online provision.

Why people choose Coursera for their career

New to Marketing? Start here.

Open new doors with Coursera Plus

Unlimited access to 7,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription

Advance your career with an online degree

Earn a degree from world-class universities - 100% online

Join over 3,400 global companies that choose Coursera for Business

Upskill your employees to excel in the digital economy

Frequently asked questions

Is this course really 100% online do i need to attend any classes in person.

This course is completely online, so there’s no need to show up to a classroom in person. You can access your lectures, readings and assignments anytime and anywhere via the web or your mobile device.

What is the refund policy?

If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy Opens in a new tab .

Can I just enroll in a single course?

Yes! To get started, click the course card that interests you and enroll. You can enroll and complete the course to earn a shareable certificate, or you can audit it to view the course materials for free. When you subscribe to a course that is part of a Specialization, you’re automatically subscribed to the full Specialization. Visit your learner dashboard to track your progress.

Is financial aid available?

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

Can I take the course for free?

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. If you only want to read and view the course content, you can audit the course for free. If you cannot afford the fee, you can apply for financial aid Opens in a new tab .

Will I earn university credit for completing the Specialization?

This Specialization doesn't carry university credit, but some universities may choose to accept Specialization Certificates for credit. Check with your institution to learn more.

More questions

Explore Jobs

• Jobs Near Me
• Remote Jobs
• Full Time Jobs
• Part Time Jobs
• Entry Level Jobs
• Work From Home Jobs

Find Specific Jobs

• $15 Per Hour Jobs
• $20 Per Hour Jobs
• Hiring Immediately Jobs
• High School Jobs
• H1b Visa Jobs

Explore Careers

• Business And Financial
• Architecture And Engineering
• Computer And Mathematical

Explore Professions

• What They Do
• Certifications
• Demographics

Best Companies

• Health Care
• Fortune 500

Explore Companies

• CEO And Executies
• Resume Builder
• Career Advice
• Explore Majors
• Questions And Answers
• Interview Questions

Can’t keep your job search organized?

Track all your applications in one place with the Zippia extension for Chrome.

Market Research Analyst skills for your resume and career

A market research analyst needs a range of hard skills to excel in their role. These include data analysis, data collection, market trends, and statistical analysis. According to Dr. Jackie Gallagher , Associate Professor and Chair at the University of Mary Washington, "the ability to find good, reliable, information, to be able to do research, to think critically, and to assess information critically" is also crucial. This includes the ability to use tools like SQL and SPSS.

In addition to hard skills, a market research analyst also needs to possess soft skills. According to Dr. Robert Gowdy , Associate Professor at Virginia Commonwealth University, "companies want to hire people who can be productive immediately." This means that a track record of work in the exact area the company is hiring for is essential. Dr. Charlotte Kunkel , Professor of Sociology at Luther College, also emphasizes the importance of critical thinking and analysis, saying that employers will be looking for skills to evaluate evidence and offer solutions.

15 market research analyst skills for your resume and career

1. powerpoint.

PowerPoint is a presentation software developed by Microsoft. Market research analysts use PowerPoint to present their findings to clients and senior staff. They create presentations using charts, graphs, and other visual aids to illustrate their data. As Dr. Glenn Whitehouse , Associate Dean and Associate Professor at Florida Gulf Coast University, puts it, "Learn workplace technology. ... [L]earn those applications like the philosopher you are. Anyone can learn what the buttons do on PowerPoint, but not everyone understands the principles of an effective presentation."

• Prepared reports, interpreted results and communicated findings using Excel and PowerPoint for client presentations and senior staff speaking engagements.
• Translated statistical data into strategic, relevant, concise and insightful PowerPoint data stories and presented to stakeholders.

2. Data Analysis

Data analysis is a process of examining data sets to draw conclusions or identify patterns. Market research analysts use data analysis to provide full research services, conduct in-depth analysis of consumer data, and track trends. They also use data analysis to evaluate market trends and strategies. Stephen A. Matthews Ph.D. , Liberal Arts Professor of Sociology at Pennsylvania State University, highlights the importance of data analysis for market research analysts, saying, "I hope our Ph.D. graduates have both soft skills (e.g., people skills, communication (writing/speaking), team science/work skills, critical thinking skills) as well as the technical skills (e.g., data analysis, data visualization, data ethics, IRB experience, etc.)."

• Provided full research services for business-to-business and business-to-government data analysis on federal, state and local business and IT needs.
• Performed data analysis and supervision of data tabulation as well as supervised interviewers in recruiting and fielding of interviews.

SPSS is a statistical software that helps analyze and manage data. Market research analysts use SPSS to conduct primary research and analyze results. They also explore and mine data using SPSS to provide consumer insights that drive marketing strategy. For instance, they use SPSS to assess data quality, diagnose issues, and create cross-tab reports for clients. They also train new hires on SPSS usage, syntax, and quality control.

• Analyzed data using descriptive and inferential statistics using multivariate techniques and SPSS Statistics software.
• Conducted primary research of aftermarket warranty products and analyzed results using SPSS.

4. Market Research

Market research is the process of gathering and analyzing data to understand market trends and customer needs. Market research analysts use market research to obtain information about customers, competitors, and market conditions. They analyze this data to identify opportunities, develop marketing strategies, and make informed business decisions. They may conduct primary research by surveying customers, or they may use secondary sources like industry reports and market studies. They then present their findings to management and other stakeholders to help drive business growth.

• Utilized primary and secondary sources of market research data to provide actionable information used to increase advertising sales and circulation.
• Developed research projects for specific business issues - integrated market research information into company system to develop new leads.

5. Data Collection

Data collection is the process of gathering information from different sources. Market research analysts use data collection to perform research analysis, develop effective questionnaires, and automate data collection to achieve objectives. They also conduct extensive market analysis based on demographic and primary/secondary consumer data collections. They supervise and monitor data collection for large corporate research studies and coordinate data collection for use in publications and by colleagues. They even design innovative data collection techniques, like using social media to court customers.

• Performed regular data collection and analysis using Microsoft Excel and stored information for use in publications and by colleagues.
• Developed data collection, analysis and reporting of clinical pathways, patient satisfaction data and financial data

6. Market Trends

Market trends are patterns that emerge in a market over time, such as changes in consumer behavior or preferences. Market research analysts use market trends to better understand their target audience and the competitive landscape. They analyze data to identify trends, synthesize secondary research, and monitor economic, political, social, and regulatory perspectives. By doing so, they can provide key insights and recommendations for their organization's marketing strategy. They also use market trends to evaluate investment opportunities and predict future market movements. For example, a market research analyst might analyze data on consumer goods distribution to understand market trends and make recommendations for investments.

• Analyze comprehensive commercial real estate information on buildings and development across major regions to better understand capital market trends.
• Research, analyze, and prepare reports of international/domestic lumber market trends and fluctuations for submission to executive management.

Choose from 10+ customizable market research analyst resume templates

7. product development.

Product development is the process of creating and improving a product. Market research analysts use product development to discover new opportunities and improve existing products. They gather quantitative and qualitative data on competitors' products, financial models, and user satisfaction to guide product development. They also analyze data to help product management and project management departments set directions for designing new features. For example, they might conduct conjoint surveys to evaluate new product development and present the results to C-level executives.

• Conducted quantitative and qualitative research to discover competitor product development, financial models, and user satisfaction to isolate market opportunities.
• Created Feasibility Summary for new product development to include Technology Readiness, Manufacturing Capabilities, Resources and Expertise.

8. Analyze Data

To analyze data is to examine and interpret data to draw useful conclusions. Market research analysts use analyze data to gain insights into consumer behavior, identify trends, and assess the effectiveness of marketing strategies. They use statistical methods to analyze data and extrapolate information, collect data from various financial sources, and present their findings to clients. For instance, they might analyze data obtained from focus groups, one-on-one interviews, and research to understand the preferences and needs of their target audience.

• Used statistical methods to analyze data and extrapolate information that was used in production processes and in marketing and advertising campaigns.
• Analyze data and perform calculations and modeling for customized and syndicated projects.

9. Primary Research

Primary research is collecting original information directly from a target audience, often through surveys, focus groups, or interviews. Market research analysts use primary research to identify customer satisfaction and distribution channels, summarize secondary research reports for executives, and optimize sampling and data appends for studies. They may also analyze data to inform future business strategy, set target indicators for customer loyalty, and understand treatment algorithms.

• Designed primary research for focus groups, surveys and public opinion polls to identify customer satisfaction and distribution channels.
• Conducted primary research, both qualitative and quantitative, and summarized secondary research reports for distribution to university executives.

SQL is a programming language used for managing data held in a relational database. Market research analysts use SQL to create reports and analyze data. They use SQL to extract data from databases, identify trends, and investigate unexpected results. They also use SQL to automate manual processes, such as developing pre-approval packages for loan reviews.

• Retail Portfolio Analysis: Developed/Executed SQL statements to create Retail Customer Portfolio Analysis reports by market.
• Maintain competitor location data in SQL Server databases by updating and maintaining data from vendors and other sources.

11. Market Analysis

Market analysis is the process of researching and analyzing market conditions to gain insights into consumer behavior, industry trends, and competitive activity. Market research analysts use market analysis to identify potential investment opportunities, gather information on consumer demographics, and inform product positioning and forecasting. For example, they might conduct research on federal and state regulations to determine career paths and potential student demographics, or collaborate with marketing specialists and account executives to obtain high-quality market analysis. They also use various computer software to conduct complex market analysis and create detailed reports for internal and external clients.

• Performed market analysis of Federal and State regulations involving requirements of expected career paths and potential student demographics in varying locations.
• Conducted research and market analysis for strategic business opportunities through federal research labs and tier one defense industry suppliers.

12. Strong Analytical

Strong analytical skills are the ability to gather and analyze data to make informed decisions. Market research analysts use strong analytical skills to evaluate various portfolio characteristics, maintain sector databases and financial models, research and retrieve loan documentation, and manage and execute market research projects. They leverage these skills to problem-solve and communicate their findings effectively.

• Utilize strong analytical skills and database skills to create performance metrics and evaluate various portfolio characteristics, primarily using Excel spreadsheets.
• Leverage strong analytical and problem-solving skills.

13. Project Management

Project management is the process of planning and overseeing the execution of a project. Market research analysts use project management to support research activities, develop and analyze reports, and maintain client relations. They also use it to manage their work with external vendors, business development opportunities, and sales divisions. As Shalini Gopalkrishnan , Visiting Professor at Menlo College, puts it, "project management, data science, human resources, and supply chain management are needed now."

• Support research activities for syndicated and single client consulting research projects including project management, analysis and presentation development.
• Project management and documentation of training manual procedures for Fixed Income work with query analysis reports.

14. Research Findings

Research findings are the results of a study or investigation. Market research analysts use research findings to develop reports, recommend strategic initiatives, and communicate with clients and colleagues. They analyze raw data and present their findings to senior managers. They also use research findings to determine the appropriate marketing course of action for products and services, and to help stakeholders make sound decisions.

• Applied qualitative and quantitative techniques to interpret data, develop reports, and generate substantiated recommendations based on research findings.
• Proposed and defined strategic initiatives based on research findings to senior management and product teams.

15. Statistical Analysis

Statistical analysis is the process of using statistical methods to summarize and draw conclusions from data. Market research analysts use statistical analysis to identify market trends, understand consumer behavior, and predict the effectiveness of marketing campaigns. They use statistical methods to analyze data from surveys, focus groups, and other sources, and then use that information to provide insights to their clients or employers. For example, they might use statistical analysis to identify which demographics are most likely to respond to a particular marketing campaign, or to determine whether a particular product or service is likely to be successful in a given market.

• Conduct insight derivation through profiling, market segmentation, identify target market and create customer promotions using multiple statistical analysis procedures.
• Reduce process complexity in customer behavior prediction through statistical analysis of client data and the creation of innovative tools.

12 Market Research Analyst Resume Examples

Build a professional market research analyst resume in minutes. Browse through our resume examples to identify the best way to word your resume. Then choose from 12 + resume templates to create your market research analyst resume.

What skills help Market Research Analysts find jobs?

Tell us what job you are looking for, we’ll show you what skills employers want. Get Started

List of market research analyst skills to add to your resume

The most important skills for a market research analyst resume and required skills for a market research analyst to have include:

• Data Analysis
• Market Research
• Data Collection
• Market Trends
• Product Development
• Analyze Data
• Primary Research
• Market Analysis
• Strong Analytical
• Project Management
• Research Findings
• Statistical Analysis
• Quantitative Research
• Financial Analysis
• Competitive Analysis
• Market Research Data
• Market Research Studies
• Qualitative Research
• Competitive Intelligence
• Business Development
• Market Intelligence
• Swot Analysis
• Real Estate
• Survey Data
• Statistical Data
• Quantitative Analysis
• Internal Clients
• Pivot Tables
• Competitive Landscape
• Consumer Insights
• Research Results
• Google Analytics
• Competitor Analysis
• Business Plan
• Customer Demographics
• Product Demand
• Market Size
• Buying Habits
• Target Market

Updated February 16, 2024

Editorial Staff

The Zippia Research Team has spent countless hours reviewing resumes, job postings, and government data to determine what goes into getting a job in each phase of life. Professional writers and data scientists comprise the Zippia Research Team.

Market Research Analyst Related Skills

• Analyst Skills
• Analyst Sales Skills
• Data Analyst Internship Skills
• Data Research Analyst Skills
• Market Analyst Skills
• Market Analyst Internship Skills
• Market Research Internship Skills
• Market Researcher Skills
• Marketing Analyst Skills
• Marketing Research Analyst Skills
• Marketing Research Internship Skills
• Pricing Analyst Skills
• Product Analyst Skills
• Research Analyst Skills
• Research Consultant Skills

Market Research Analyst Related Careers

• Analyst Sales
• Data Analyst Internship
• Data Research Analyst
• Market Analyst
• Market Analyst Internship
• Market Research Internship
• Market Researcher
• Marketing Analyst
• Marketing Research Analyst
• Marketing Research Internship
• Pricing Analyst
• Product Analyst
• Research Analyst
• Research Consultant

Market Research Analyst Related Jobs

• Analyst Jobs
• Analyst Sales Jobs
• Data Analyst Internship Jobs
• Data Research Analyst Jobs
• Market Analyst Jobs
• Market Analyst Internship Jobs
• Market Research Internship Jobs
• Market Researcher Jobs
• Marketing Analyst Jobs
• Marketing Research Analyst Jobs
• Marketing Research Internship Jobs
• Pricing Analyst Jobs
• Product Analyst Jobs
• Research Analyst Jobs
• Research Consultant Jobs

What Similar Roles Do

• What Does an Analyst Do
• What Does an Analyst Sales Do
• What Does a Data Analyst Internship Do
• What Does a Data Research Analyst Do
• What Does a Market Analyst Do
• What Does a Market Researcher Do
• What Does a Marketing Analyst Do
• What Does a Marketing Research Analyst Do
• What Does a Pricing Analyst Do
• What Does a Product Analyst Do
• What Does a Research Analyst Do
• What Does a Research Consultant Do
• What Does a Research Leader Do
• What Does a Research Manager Do
• What Does a Research Specialist Do
• Zippia Careers
• Business and Financial Industry
• Market Research Analyst
• Market Research Analyst Skills

Browse business and financial jobs

• SUGGESTED TOPICS
• The Magazine
• Newsletters
• Managing Yourself
• Managing Teams
• Work-life Balance
• The Big Idea
• Data & Visuals
• Reading Lists
• Case Selections
• HBR Learning
• Topic Feeds
• Account Settings
• Email Preferences

How to Make a “Good” Presentation “Great”

• Guy Kawasaki

Remember: Less is more.

A strong presentation is so much more than information pasted onto a series of slides with fancy backgrounds. Whether you’re pitching an idea, reporting market research, or sharing something else, a great presentation can give you a competitive advantage, and be a powerful tool when aiming to persuade, educate, or inspire others. Here are some unique elements that make a presentation stand out.

• Fonts: Sans Serif fonts such as Helvetica or Arial are preferred for their clean lines, which make them easy to digest at various sizes and distances. Limit the number of font styles to two: one for headings and another for body text, to avoid visual confusion or distractions.
• Colors: Colors can evoke emotions and highlight critical points, but their overuse can lead to a cluttered and confusing presentation. A limited palette of two to three main colors, complemented by a simple background, can help you draw attention to key elements without overwhelming the audience.
• Pictures: Pictures can communicate complex ideas quickly and memorably but choosing the right images is key. Images or pictures should be big (perhaps 20-25% of the page), bold, and have a clear purpose that complements the slide’s text.
• Layout: Don’t overcrowd your slides with too much information. When in doubt, adhere to the principle of simplicity, and aim for a clean and uncluttered layout with plenty of white space around text and images. Think phrases and bullets, not sentences.

As an intern or early career professional, chances are that you’ll be tasked with making or giving a presentation in the near future. Whether you’re pitching an idea, reporting market research, or sharing something else, a great presentation can give you a competitive advantage, and be a powerful tool when aiming to persuade, educate, or inspire others.

• Guy Kawasaki is the chief evangelist at Canva and was the former chief evangelist at Apple. Guy is the author of 16 books including Think Remarkable : 9 Paths to Transform Your Life and Make a Difference.

Partner Center

Bridging the labor mismatch in US construction

The US construction sector seems set for a jobs boom. The US Bipartisan Infrastructure Law  projects $550 billion of new infrastructure investment over the next decade, which our modeling suggests could create 3.2 million new jobs across the nonresidential construction value chain. That’s approximately a 30 percent increase in the overall US nonresidential construction workforce, which would mean 300,000 to 600,000 new workers entering the sector—every year.

This is a big ask for an industry that is already struggling to find the people it needs. In October 2021, 402,000 construction positions 1 Included both nonresidential and residential construction openings. Further granularity is not available from the US Bureau of Labor Statistics. remained unfilled at the end of the month, the second-highest level recorded since data collection began in December 2000.

In this environment, wages have already increased significantly since the onset of the COVID-19 pandemic, reflecting intense competition for employees, with employers offering higher pay or other nonwage benefits. Between December 2019 and 2021, construction wages grew by 7.9 percent. 2 Quarterly Census of Employment and Wages, US Bureau of Labor Statistics. Competition from other sectors for the same pool of labor is heating up, too. For example, over the same period, transportation and warehousing wages grew by 12.6 percent. The prospect of higher pay and better working conditions is already tempting experienced workers away from construction and into these and other sectors.

No end in sight

Today’s mismatches are likely to persist because of structural shifts in the labor market. The relationship between job openings and unemployment has departed from historical trends. In January 2022—two years from the start of the pandemic—the US unemployment rate stood at 4.0 percent, close to its prepandemic level of 3.5 percent. Job openings remained exceptionally high, however, with 10.9 million unfilled positions as of the end of December 2021, compared with 5.9 million in December 2019.

This labor supply imbalance has multiple root causes, some shorter term and cyclical while others are more structural in nature. For example, the pandemic brought forward the retirements of many in the baby-boomer generation, with an estimated 3.2 million leaving the workforce in 2020—over a million more than in any year before 2016. According to the American Opportunity Survey , among those who are unemployed, concerns about physical health, mental health, and lack of childcare remain the dominant impediments preventing reentry into the workforce. Research on the “Great Attrition/Great Attraction”  also highlights the importance of nonwage components of the employee value proposition. Record job openings and quit rates highlight employees’ growing emphasis on feeling valued by their organization, supportive management, and flexibility and autonomy at work.

Additionally, the pipeline of new construction workers is not flowing as freely as it once did. Training programs have been slow to restart operations after pandemic-driven safety concerns led to their suspension the spring of 2020. The industry is finding it more difficult to attract the international workforce that has been an important source of talent for engineering, design, and contracting activities. Net migration has been falling since 2016, a trend accelerated by COVID-19 travel restrictions. 3 Population estimates, US Census Bureau. Between 2016 and 2021, net migration declined steadily from 1.06 million to 244,000.

Would you like to learn more about Capital Excellence ?

Impact on projects.

The interconnected nature of the construction value chain means that the labor mismatch generates knock-on effects across the project life cycle and supply chain. By late 2021, project owners were reporting that up to 25 percent of material deliveries to sites were either late or incomplete. In project execution, the combination of higher hourly rates, premiums and incentives, and overtime payments was resulting in overall labor costs as much as double prepandemic levels. Meanwhile, difficulty accessing skilled and experienced people was leading some owners to report project delays related to issues around the quality and productivity of on-site work.

In some US cities and their suburbs, wage growth has surpassed the level seen in core Gulf Coast counties at the height of the shale oil boom. Labor shortages in the shale sector drove wages up by 5 to 10 percent and were correlated with steep drops in productivity. The productivity of some tasks fell by 40 percent or more during shale construction peaks (exhibit), and overall productivity declined by about 40 percent per year when labor was in short supply. This forced owners to extend project timelines by 20 to 25 percent. The impact of a long-term, nationwide labor mismatch might be even more severe than the shale industry’s experience, given that oil companies were able to attract new workers from around the country.

Getting back into balance

The labor mismatch in the construction sector is bad today, and set to get worse. To avoid a decade or more of rising costs, falling productivity, and ever-increasing project delays, companies in the industry should consider thoughtful actions now.

Those actions could address three components of the challenge. First, companies could do everything possible to maximize productivity through measures aimed at improving efficiency across the value chain. Second, they could expand the pool of available labor by doubling down on accessing diverse talent and working harder to retain the employees already in their organization. Finally, they could consider making labor a strategic priority, with senior leadership attention within companies.

Improving construction productivity

Companies could access a range of levers to reduce the labor content required per job and drive to improve productivity in project development and delivery. Those levers involve changes to project designs and fresh thinking about when, where, and how work is done.

Improvements in productivity occur long before work starts on the ground. They include rigorous control of project scope, design simplification, and standardization. Increasing the use of off-site and modular construction , for example, could allow projects to capture multiple benefits, including accelerated design cycles; the greater productivity associated with industrialized, factory floor manufacturing techniques; automation; and less time spent on site.

Smarter execution management, enabled by digital technologies and analytics techniques could drive better, faster decision making during project delivery. Real-time data collection, for example, gives project managers earlier, more detailed insights about progress, allowing them to intervene more effectively to maintain productivity and keep projects on track. Intelligent simulation software allows teams to evaluate hundreds of thousands of possible critical paths, identifying approaches that could be more efficient or less risky than the conventional wisdom.

Lean construction is another proven way to drive significant and sustainable productivity improvements. Establishing a centralized, continuous improvement engine could enhance on-site execution through integrated planning, performance management, and waste elimination. Key stakeholders across the project work with a common, agreed set of key performance indicators. That allows them to address issues in real time and facilitates collaboration to reduce waste and variability work. Capability building across the planning and construction teams could help team members understand and adopt lean construction practices.

Here comes the 21st century’s first big investment wave. Is your capital strategy ready?

Reimagining talent.

To ensure access to the skills they need, construction sector companies can accelerate the onboarding of recruits, boost retention by revisiting what employees want beyond wages, and invest more in developing their pipelines of future workers.

In the near term, employers could prioritize review of job applications and reduce the number of steps in both the interview and onboarding process. In the medium term, both the public and private sectors could look to reduce hiring timelines and shift to a skills-based approach when hiring.

In the medium term, retaining current staff and attracting new talent will both turn on understanding of what employees value beyond wages. Competitive wages are now table stakes, so employees are thinking about a broader set of benefits and workplace characteristics when making decisions about where to work. Research on attrition in the postpandemic workplace  has shown that they are placing more emphasis on autonomy, flexibility, support, and upward mobility.

In the longer term, the construction industry can consider a new approach to talent attraction, development, and retention. Talent acquisition could begin early, through partnerships with educational institutions including universities, colleges, and high schools. These partnerships could boost awareness of the possibilities of a career in the sector and ensure future employees have appropriate skills prior to onboarding.

Companies could also look more widely for potential recruits, considering individuals who have taken alternative educational paths, such as technical degrees or hands-on experience. The Rework America Alliance , a Markle-led coalition in which McKinsey is a partner, illustrates the importance of skills-based, rather than credential-based, hiring. A skills-based perspective  is key to tapping into the talents of the 106 million workers who have built capabilities through experience but whose talents are often unrecognized because they don’t have a four-year college degree. A skills-based approach could be complemented by reimagining apprenticeships to bring younger students and vocational talent into the industry at an earlier stage in their careers.

Employers could consider working with a range of nontraditional sources of talent, including veteran-transition programs, formerly incarcerated individuals, and others. Homeboy Industries provides an example of the local impact, effectiveness, and potential of working with often overlooked population segments. Moreover, identifying and attracting talent from outside the traditional paths used by the construction industry could also help it to increase the diversity of its workforce. Today, 88 percent of the sector’s workforce is White and 89 percent is male. 4 Labor Force Statistics from the Current Population Survey Database, US Bureau of Labor Statistics, accessed March 10, 2022.

Looking at labor through a strategic lens

Labor and skills shortages have the potential to slow growth and erode profitability across the construction value chain. For C-suites, there’s no other single issue that could protect against significant cost erosion. Companies could consider establishing a systematic talent acquisition and retention program, led by a C-level executive and a core part of the CEO agenda. That program could first be tasked with building a robust fact base on current and emerging labor needs and availability gaps. It could then identify a bold set of initiatives that address labor-related issues across the value chain. This exercise starts in the boardroom, but it doesn’t stop there. Leadership will likely need to be increasingly present in the field and on the job site too, celebrating and recognizing top talent throughout the organization.

The labor challenge extends well beyond corporate boundaries. Since the successful delivery of a project could be jeopardized by labor shortages in a single value-chain participant, project owners and contractors may want to adapt the structure of project relationships and contracts. Moving away from traditional contracting methods to collaborative contracts , for example, allows participants to share market risks and opportunities as a project evolves, rather than baking in worst-case estimates at the outset of negotiations.

The US construction sector is poised to revitalize, replace, and expand the country’s infrastructure. Done right, that will power inclusive growth and set up the economy for success in the 21st century. To do so, the sector will need to address its labor challenges. That calls for the application of a diverse set of tools and approaches to create better jobs, get the most out of its people, and optimize agility and collaboration across the value chain.

Garo Hovnanian is a partner in McKinsey’s Philadelphia office, Ryan Luby is a senior knowledge expert in the New York office, and Shannon Peloquin is a partner in the Bay Area office.

The authors wish to thank Tim Bacon, Luis Campos, Roberto Charron, Justin Dahl, Rebecca de Sa, Bonnie Dowling, Bryan Hancock, Rawad Hasrouni, Adi Kumar, Jonathan Law, Michael Neary, Nikhil Patel, Gaby Pierre, Jose Maria Quiros, Kurt Schoeffler, Shubham Singhal, Stephanie Stefanski, Jennifer Volz, and Jonathan Ward for their contributions to this article.

Explore a career with us

Related articles.

America 2022 in charts: An economic opportunity snapshot

‘Great Attrition’ or ‘Great Attraction’? The choice is yours

Numbers, Facts and Trends Shaping Your World

Read our research on:

Full Topic List

Regions & Countries

• Publications
• Our Methods
• Short Reads
• Tools & Resources

Read Our Research On:

Majority of workers who quit a job in 2021 cite low pay, no opportunities for advancement, feeling disrespected

The COVID-19 pandemic set off nearly unprecedented churn in the U.S. labor market. Widespread job losses in the early months of the pandemic gave way to tight labor markets in 2021, driven in part by what’s come to be known as the Great Resignation . The nation’s “quit rate” reached a 20-year high last November.

A new Pew Research Center survey finds that low pay, a lack of opportunities for advancement and feeling disrespected at work are the top reasons why Americans quit their jobs last year. The survey also finds that those who quit and are now employed elsewhere are more likely than not to say their current job has better pay, more opportunities for advancement and more work-life balance and flexibility.

Majorities of workers who quit a job in 2021 say low pay (63%), no opportunities for advancement (63%) and feeling disrespected at work (57%) were reasons why they quit, according to the Feb. 7-13 survey. At least a third say each of these were major reasons why they left.  

Roughly half say child care issues were a reason they quit a job (48% among those with a child younger than 18 in the household). A similar share point to a lack of flexibility to choose when they put in their hours (45%) or not having good benefits such as health insurance and paid time off (43%). Roughly a quarter say each of these was a major reason.

Pew Research Center conducted this analysis to better understand the experiences of Americans who quit a job in 2021. This analysis is based on 6,627 non-retired U.S. adults, including 965 who say they left a job by choice last year. The data was collected as a part of a larger survey conducted Feb. 7-13, 2022. Everyone who took part is a member of the Center’s American Trends Panel (ATP), an online survey panel that is recruited through national, random sampling of residential addresses. This way, nearly all U.S. adults have a chance of selection. The survey is weighted to be representative of the U.S. adult population by gender, race, ethnicity, partisan affiliation, education and other categories. Read more about the ATP’s methodology .

Here are the questions used for this analysis, along with responses, and its methodology.

About four-in-ten adults who quit a job last year (39%) say a reason was that they were working too many hours, while three-in-ten cite working too few hours. About a third (35%) cite wanting to relocate to a different area, while relatively few (18%) cite their employer requiring a COVID-19 vaccine as a reason.

When asked separately whether their reasons for quitting a job were related to the coronavirus outbreak, 31% say they were. Those without a four-year college degree (34%) are more likely than those with a bachelor’s degree or more education (21%) to say the pandemic played a role in their decision.

For the most part, men and women offer similar reasons for having quit a job in the past year. But there are significant differences by educational attainment.

Among adults who quit a job in 2021, those without a four-year college degree are more likely than those with at least a bachelor’s degree to point to several reasons. These include not having enough flexibility to decide when they put in their hours (49% of non-college graduates vs. 34% of college graduates), having to work too few hours (35% vs. 17%) and their employer requiring a COVID-19 vaccine (21% vs. 8%).

There are also notable differences by race and ethnicity. Non-White adults who quit a job last year are more likely than their White counterparts to say the reasons include not having enough flexibility (52% vs. 38%), wanting to relocate to a different area (41% vs. 30%), working too few hours (37% vs. 24%) or their employer requiring that they have a COVID-19 vaccine (27% vs. 10%). The non-White category includes those who identify as Black, Asian, Hispanic, some other race or multiple races. These groups could not be analyzed separately due to sample size limitations.

Many of those who switched jobs see improvements

A majority of those who quit a job in 2021 and are not retired say they are now employed, either full-time (55%) or part-time (23%). Of those, 61% say it was at least somewhat easy for them to find their current job, with 33% saying it was very easy. One-in-five say it was very or somewhat difficult, and 19% say it was neither easy nor difficult.

For the most part, workers who quit a job last year and are now employed somewhere else see their current work situation as an improvement over their most recent job. At least half of these workers say that compared with their last job, they are now earning more money (56%), have more opportunities for advancement (53%), have an easier time balancing work and family responsibilities (53%) and have more flexibility to choose when they put in their work hours (50%).

Still, sizable shares say things are either worse or unchanged in these areas compared with their last job. Fewer than half of workers who quit a job last year (42%) say they now have better benefits, such as health insurance and paid time off, while a similar share (36%) says it’s about the same. About one-in-five (22%) now say their current benefits are worse than at their last job.

College graduates are more likely than those with less education to say that compared with their last job, they are now earning more (66% vs. 51%) and have more opportunities for advancement (63% vs. 49%). In turn, those with less education are more likely than college graduates to say they are earning less in their current job (27% vs. 16%) and that they have fewer opportunities for advancement (18% vs. 9%).

Employed men and women who quit a job in 2021 offer similar assessments of how their current job compares with their last one. One notable exception is when it comes to balancing work and family responsibilities: Six-in-ten men say their current job makes it easier for them to balance work and family – higher than the share of women who say the same (48%).

Some 53% of employed adults who quit a job in 2021 say they have changed their field of work or occupation at some point in the past year. Workers younger than age 30 and those without a postgraduate degree are especially likely to say they have made this type of change.

Younger adults and those with lower incomes were more likely to quit a job in 2021

Overall, about one-in-five non-retired U.S. adults (19%) – including similar shares of men (18%) and women (20%) – say they quit a job at some point in 2021, meaning they left by choice and not because they were fired, laid off or because a temporary job had ended.

Adults younger than 30 are far more likely than older adults to have voluntarily left their job last year: 37% of young adults say they did this, compared with 17% of those ages 30 to 49, 9% of those ages 50 to 64 and 5% of those ages 65 and older.

Experiences also vary by income, education, race and ethnicity. About a quarter of adults with lower incomes (24%) say they quit a job in 2021, compared with 18% of middle-income adults and 11% of those with upper incomes.

Across educational attainment, those with a postgraduate degree are the least likely to say they quit a job at some point in 2021: 13% say this, compared with 17% of those with a bachelor’s degree, 20% of those with some college and 22% of those with a high school diploma or less education.  

About a quarter of non-retired Hispanic and Asian adults (24% each) report quitting a job last year; 18% of Black adults and 17% of White adults say the same.

Note: Here are the questions used for this analysis, along with responses, and its methodology.

• Business & Workplace
• Coronavirus (COVID-19)
• COVID-19 & the Economy
• Income & Wages

Kim Parker is director of social trends research at Pew Research Center

Juliana Menasce Horowitz is an associate director of research at Pew Research Center

A look at small businesses in the U.S.

Majorities of adults see decline of union membership as bad for the u.s. and working people, a look at black-owned businesses in the u.s., from businesses and banks to colleges and churches: americans’ views of u.s. institutions, 2023 saw some of the biggest, hardest-fought labor disputes in recent decades, most popular.

1615 L St. NW, Suite 800 Washington, DC 20036 USA (+1) 202-419-4300 | Main (+1) 202-857-8562 | Fax (+1) 202-419-4372 |  Media Inquiries

Research Topics

• Age & Generations
• Economy & Work
• Family & Relationships
• Gender & LGBTQ
• Immigration & Migration
• International Affairs
• Internet & Technology
• Methodological Research
• News Habits & Media
• Non-U.S. Governments
• Other Topics
• Politics & Policy
• Race & Ethnicity
• Email Newsletters

ABOUT PEW RESEARCH CENTER  Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Pew Research Center does not take policy positions. It is a subsidiary of  The Pew Charitable Trusts .

Copyright 2024 Pew Research Center

Terms & Conditions

Privacy Policy

Cookie Settings

Reprints, Permissions & Use Policy

MOSCOW - RUSSIA

Ibls freight forwarding.

Tolbuchuna Street, 10 Bld 3, 121596 Moscow, Russia

• Phone: +7 8916 656-34-09
• email: [email protected]
• web: www.ibls.ru

Company Profile

• LIST WITH US

To: IBLS FREIGHT FORWARDING

Enter the security code:

+7 8916 656-34-09

Directory of Freight Forwarders, Cargo Agents, Shipping Companies, Air, Ocean, Land, Logistics and Transportation Brokers