market research job meaning

How to Do Market Research: The Complete Guide

Learn how to do market research with this step-by-step guide, complete with templates, tools and real-world examples.

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What are your customers’ needs? How does your product compare to the competition? What are the emerging trends and opportunities in your industry? If these questions keep you up at night, it’s time to conduct market research.

Market research plays a pivotal role in your ability to stay competitive and relevant, helping you anticipate shifts in consumer behavior and industry dynamics. It involves gathering these insights using a wide range of techniques, from surveys and interviews to data analysis and observational studies.

In this guide, we’ll explore why market research is crucial, the various types of market research, the methods used in data collection, and how to effectively conduct market research to drive informed decision-making and success.

What is market research?

Market research is the systematic process of gathering, analyzing and interpreting information about a specific market or industry. The purpose of market research is to offer valuable insight into the preferences and behaviors of your target audience, and anticipate shifts in market trends and the competitive landscape. This information helps you make data-driven decisions, develop effective strategies for your business, and maximize your chances of long-term growth.

Why is market research important? 

By understanding the significance of market research, you can make sure you’re asking the right questions and using the process to your advantage. Some of the benefits of market research include:

• Informed decision-making: Market research provides you with the data and insights you need to make smart decisions for your business. It helps you identify opportunities, assess risks and tailor your strategies to meet the demands of the market. Without market research, decisions are often based on assumptions or guesswork, leading to costly mistakes.
• Customer-centric approach: A cornerstone of market research involves developing a deep understanding of customer needs and preferences. This gives you valuable insights into your target audience, helping you develop products, services and marketing campaigns that resonate with your customers.
• Competitive advantage: By conducting market research, you’ll gain a competitive edge. You’ll be able to identify gaps in the market, analyze competitor strengths and weaknesses, and position your business strategically. This enables you to create unique value propositions, differentiate yourself from competitors, and seize opportunities that others may overlook.
• Risk mitigation: Market research helps you anticipate market shifts and potential challenges. By identifying threats early, you can proactively adjust their strategies to mitigate risks and respond effectively to changing circumstances. This proactive approach is particularly valuable in volatile industries.
• Resource optimization: Conducting market research allows organizations to allocate their time, money and resources more efficiently. It ensures that investments are made in areas with the highest potential return on investment, reducing wasted resources and improving overall business performance.
• Adaptation to market trends: Markets evolve rapidly, driven by technological advancements, cultural shifts and changing consumer attitudes. Market research ensures that you stay ahead of these trends and adapt your offerings accordingly so you can avoid becoming obsolete. 

As you can see, market research empowers businesses to make data-driven decisions, cater to customer needs, outperform competitors, mitigate risks, optimize resources and stay agile in a dynamic marketplace. These benefits make it a huge industry; the global market research services market is expected to grow from $76.37 billion in 2021 to $108.57 billion in 2026 . Now, let’s dig into the different types of market research that can help you achieve these benefits.

Types of market research 

• Qualitative research
• Quantitative research
• Exploratory research
• Descriptive research
• Causal research
• Cross-sectional research
• Longitudinal research

Despite its advantages, 23% of organizations don’t have a clear market research strategy. Part of developing a strategy involves choosing the right type of market research for your business goals. The most commonly used approaches include:

1. Qualitative research

Qualitative research focuses on understanding the underlying motivations, attitudes and perceptions of individuals or groups. It is typically conducted through techniques like in-depth interviews, focus groups and content analysis — methods we’ll discuss further in the sections below. Qualitative research provides rich, nuanced insights that can inform product development, marketing strategies and brand positioning.

2. Quantitative research

Quantitative research, in contrast to qualitative research, involves the collection and analysis of numerical data, often through surveys, experiments and structured questionnaires. This approach allows for statistical analysis and the measurement of trends, making it suitable for large-scale market studies and hypothesis testing. While it’s worthwhile using a mix of qualitative and quantitative research, most businesses prioritize the latter because it is scientific, measurable and easily replicated across different experiments.

3. Exploratory research

Whether you’re conducting qualitative or quantitative research or a mix of both, exploratory research is often the first step. Its primary goal is to help you understand a market or problem so you can gain insights and identify potential issues or opportunities. This type of market research is less structured and is typically conducted through open-ended interviews, focus groups or secondary data analysis. Exploratory research is valuable when entering new markets or exploring new product ideas.

4. Descriptive research

As its name implies, descriptive research seeks to describe a market, population or phenomenon in detail. It involves collecting and summarizing data to answer questions about audience demographics and behaviors, market size, and current trends. Surveys, observational studies and content analysis are common methods used in descriptive research. 

5. Causal research

Causal research aims to establish cause-and-effect relationships between variables. It investigates whether changes in one variable result in changes in another. Experimental designs, A/B testing and regression analysis are common causal research methods. This sheds light on how specific marketing strategies or product changes impact consumer behavior.

6. Cross-sectional research

Cross-sectional market research involves collecting data from a sample of the population at a single point in time. It is used to analyze differences, relationships or trends among various groups within a population. Cross-sectional studies are helpful for market segmentation, identifying target audiences and assessing market trends at a specific moment.

7. Longitudinal research

Longitudinal research, in contrast to cross-sectional research, collects data from the same subjects over an extended period. This allows for the analysis of trends, changes and developments over time. Longitudinal studies are useful for tracking long-term developments in consumer preferences, brand loyalty and market dynamics.

Each type of market research has its strengths and weaknesses, and the method you choose depends on your specific research goals and the depth of understanding you’re aiming to achieve. In the following sections, we’ll delve into primary and secondary research approaches and specific research methods.

Primary vs. secondary market research

Market research of all types can be broadly categorized into two main approaches: primary research and secondary research. By understanding the differences between these approaches, you can better determine the most appropriate research method for your specific goals.

Primary market research 

Primary research involves the collection of original data straight from the source. Typically, this involves communicating directly with your target audience — through surveys, interviews, focus groups and more — to gather information. Here are some key attributes of primary market research:

• Customized data: Primary research provides data that is tailored to your research needs. You design a custom research study and gather information specific to your goals.
• Up-to-date insights: Because primary research involves communicating with customers, the data you collect reflects the most current market conditions and consumer behaviors.
• Time-consuming and resource-intensive: Despite its advantages, primary research can be labor-intensive and costly, especially when dealing with large sample sizes or complex study designs. Whether you hire a market research consultant, agency or use an in-house team, primary research studies consume a large amount of resources and time.

Secondary market research 

Secondary research, on the other hand, involves analyzing data that has already been compiled by third-party sources, such as online research tools, databases, news sites, industry reports and academic studies.

Here are the main characteristics of secondary market research:

• Cost-effective: Secondary research is generally more cost-effective than primary research since it doesn’t require building a research plan from scratch. You and your team can look at databases, websites and publications on an ongoing basis, without needing to design a custom experiment or hire a consultant. 
• Leverages multiple sources: Data tools and software extract data from multiple places across the web, and then consolidate that information within a single platform. This means you’ll get a greater amount of data and a wider scope from secondary research.
• Quick to access: You can access a wide range of information rapidly — often in seconds — if you’re using online research tools and databases. Because of this, you can act on insights sooner, rather than taking the time to develop an experiment. 

So, when should you use primary vs. secondary research? In practice, many market research projects incorporate both primary and secondary research to take advantage of the strengths of each approach.

One rule of thumb is to focus on secondary research to obtain background information, market trends or industry benchmarks. It is especially valuable for conducting preliminary research, competitor analysis, or when time and budget constraints are tight. Then, if you still have knowledge gaps or need to answer specific questions unique to your business model, use primary research to create a custom experiment. 

Market research methods

• Surveys and questionnaires
• Focus groups
• Observational research
• Online research tools
• Experiments
• Content analysis
• Ethnographic research

How do primary and secondary research approaches translate into specific research methods? Let’s take a look at the different ways you can gather data: 

1. Surveys and questionnaires

Surveys and questionnaires are popular methods for collecting structured data from a large number of respondents. They involve a set of predetermined questions that participants answer. Surveys can be conducted through various channels, including online tools, telephone interviews and in-person or online questionnaires. They are useful for gathering quantitative data and assessing customer demographics, opinions, preferences and needs. On average, customer surveys have a 33% response rate , so keep that in mind as you consider your sample size.

2. Interviews

Interviews are in-depth conversations with individuals or groups to gather qualitative insights. They can be structured (with predefined questions) or unstructured (with open-ended discussions). Interviews are valuable for exploring complex topics, uncovering motivations and obtaining detailed feedback. 

3. Focus groups

The most common primary research methods are in-depth webcam interviews and focus groups. Focus groups are a small gathering of participants who discuss a specific topic or product under the guidance of a moderator. These discussions are valuable for primary market research because they reveal insights into consumer attitudes, perceptions and emotions. Focus groups are especially useful for idea generation, concept testing and understanding group dynamics within your target audience.

4. Observational research

Observational research involves observing and recording participant behavior in a natural setting. This method is particularly valuable when studying consumer behavior in physical spaces, such as retail stores or public places. In some types of observational research, participants are aware you’re watching them; in other cases, you discreetly watch consumers without their knowledge, as they use your product. Either way, observational research provides firsthand insights into how people interact with products or environments.

5. Online research tools

You and your team can do your own secondary market research using online tools. These tools include data prospecting platforms and databases, as well as online surveys, social media listening, web analytics and sentiment analysis platforms. They help you gather data from online sources, monitor industry trends, track competitors, understand consumer preferences and keep tabs on online behavior. We’ll talk more about choosing the right market research tools in the sections that follow.

6. Experiments

Market research experiments are controlled tests of variables to determine causal relationships. While experiments are often associated with scientific research, they are also used in market research to assess the impact of specific marketing strategies, product features, or pricing and packaging changes.

7. Content analysis

Content analysis involves the systematic examination of textual, visual or audio content to identify patterns, themes and trends. It’s commonly applied to customer reviews, social media posts and other forms of online content to analyze consumer opinions and sentiments.

8. Ethnographic research

Ethnographic research immerses researchers into the daily lives of consumers to understand their behavior and culture. This method is particularly valuable when studying niche markets or exploring the cultural context of consumer choices.

How to do market research

• Set clear objectives
• Identify your target audience
• Choose your research methods
• Use the right market research tools
• Collect data
• Analyze data 
• Interpret your findings
• Identify opportunities and challenges
• Make informed business decisions
• Monitor and adapt

Now that you have gained insights into the various market research methods at your disposal, let’s delve into the practical aspects of how to conduct market research effectively. Here’s a quick step-by-step overview, from defining objectives to monitoring market shifts.

1. Set clear objectives

When you set clear and specific goals, you’re essentially creating a compass to guide your research questions and methodology. Start by precisely defining what you want to achieve. Are you launching a new product and want to understand its viability in the market? Are you evaluating customer satisfaction with a product redesign? 

Start by creating SMART goals — objectives that are specific, measurable, achievable, relevant and time-bound. Not only will this clarify your research focus from the outset, but it will also help you track progress and benchmark your success throughout the process. 

You should also consult with key stakeholders and team members to ensure alignment on your research objectives before diving into data collecting. This will help you gain diverse perspectives and insights that will shape your research approach.

2. Identify your target audience

Next, you’ll need to pinpoint your target audience to determine who should be included in your research. Begin by creating detailed buyer personas or stakeholder profiles. Consider demographic factors like age, gender, income and location, but also delve into psychographics, such as interests, values and pain points.

The more specific your target audience, the more accurate and actionable your research will be. Additionally, segment your audience if your research objectives involve studying different groups, such as current customers and potential leads.

If you already have existing customers, you can also hold conversations with them to better understand your target market. From there, you can refine your buyer personas and tailor your research methods accordingly.

3. Choose your research methods

Selecting the right research methods is crucial for gathering high-quality data. Start by considering the nature of your research objectives. If you’re exploring consumer preferences, surveys and interviews can provide valuable insights. For in-depth understanding, focus groups or observational research might be suitable. Consider using a mix of quantitative and qualitative methods to gain a well-rounded perspective. 

You’ll also need to consider your budget. Think about what you can realistically achieve using the time and resources available to you. If you have a fairly generous budget, you may want to try a mix of primary and secondary research approaches. If you’re doing market research for a startup , on the other hand, chances are your budget is somewhat limited. If that’s the case, try addressing your goals with secondary research tools before investing time and effort in a primary research study. 

4. Use the right market research tools

Whether you’re conducting primary or secondary research, you’ll need to choose the right tools. These can help you do anything from sending surveys to customers to monitoring trends and analyzing data. Here are some examples of popular market research tools:

• Market research software: Crunchbase is a platform that provides best-in-class company data, making it valuable for market research on growing companies and industries. You can use Crunchbase to access trusted, first-party funding data, revenue data, news and firmographics, enabling you to monitor industry trends and understand customer needs.

• Survey and questionnaire tools: SurveyMonkey is a widely used online survey platform that allows you to create, distribute and analyze surveys. Google Forms is a free tool that lets you create surveys and collect responses through Google Drive.
• Data analysis software: Microsoft Excel and Google Sheets are useful for conducting statistical analyses. SPSS is a powerful statistical analysis software used for data processing, analysis and reporting.
• Social listening tools: Brandwatch is a social listening and analytics platform that helps you monitor social media conversations, track sentiment and analyze trends. Mention is a media monitoring tool that allows you to track mentions of your brand, competitors and keywords across various online sources.
• Data visualization platforms: Tableau is a data visualization tool that helps you create interactive and shareable dashboards and reports. Power BI by Microsoft is a business analytics tool for creating interactive visualizations and reports.

5. Collect data

There’s an infinite amount of data you could be collecting using these tools, so you’ll need to be intentional about going after the data that aligns with your research goals. Implement your chosen research methods, whether it’s distributing surveys, conducting interviews or pulling from secondary research platforms. Pay close attention to data quality and accuracy, and stick to a standardized process to streamline data capture and reduce errors. 

6. Analyze data

Once data is collected, you’ll need to analyze it systematically. Use statistical software or analysis tools to identify patterns, trends and correlations. For qualitative data, employ thematic analysis to extract common themes and insights. Visualize your findings with charts, graphs and tables to make complex data more understandable.

If you’re not proficient in data analysis, consider outsourcing or collaborating with a data analyst who can assist in processing and interpreting your data accurately.

7. Interpret your findings

Interpreting your market research findings involves understanding what the data means in the context of your objectives. Are there significant trends that uncover the answers to your initial research questions? Consider the implications of your findings on your business strategy. It’s essential to move beyond raw data and extract actionable insights that inform decision-making.

Hold a cross-functional meeting or workshop with relevant team members to collectively interpret the findings. Different perspectives can lead to more comprehensive insights and innovative solutions.

8. Identify opportunities and challenges

Use your research findings to identify potential growth opportunities and challenges within your market. What segments of your audience are underserved or overlooked? Are there emerging trends you can capitalize on? Conversely, what obstacles or competitors could hinder your progress?

Lay out this information in a clear and organized way by conducting a SWOT analysis, which stands for strengths, weaknesses, opportunities and threats. Jot down notes for each of these areas to provide a structured overview of gaps and hurdles in the market.

9. Make informed business decisions

Market research is only valuable if it leads to informed decisions for your company. Based on your insights, devise actionable strategies and initiatives that align with your research objectives. Whether it’s refining your product, targeting new customer segments or adjusting pricing, ensure your decisions are rooted in the data.

At this point, it’s also crucial to keep your team aligned and accountable. Create an action plan that outlines specific steps, responsibilities and timelines for implementing the recommendations derived from your research. 

10. Monitor and adapt

Market research isn’t a one-time activity; it’s an ongoing process. Continuously monitor market conditions, customer behaviors and industry trends. Set up mechanisms to collect real-time data and feedback. As you gather new information, be prepared to adapt your strategies and tactics accordingly. Regularly revisiting your research ensures your business remains agile and reflects changing market dynamics and consumer preferences.

Online market research sources

As you go through the steps above, you’ll want to turn to trusted, reputable sources to gather your data. Here’s a list to get you started:

• Crunchbase: As mentioned above, Crunchbase is an online platform with an extensive dataset, allowing you to access in-depth insights on market trends, consumer behavior and competitive analysis. You can also customize your search options to tailor your research to specific industries, geographic regions or customer personas.

• Academic databases: Academic databases, such as ProQuest and JSTOR , are treasure troves of scholarly research papers, studies and academic journals. They offer in-depth analyses of various subjects, including market trends, consumer preferences and industry-specific insights. Researchers can access a wealth of peer-reviewed publications to gain a deeper understanding of their research topics.
• Government and NGO databases: Government agencies, nongovernmental organizations and other institutions frequently maintain databases containing valuable economic, demographic and industry-related data. These sources offer credible statistics and reports on a wide range of topics, making them essential for market researchers. Examples include the U.S. Census Bureau , the Bureau of Labor Statistics and the Pew Research Center .
• Industry reports: Industry reports and market studies are comprehensive documents prepared by research firms, industry associations and consulting companies. They provide in-depth insights into specific markets, including market size, trends, competitive analysis and consumer behavior. You can find this information by looking at relevant industry association databases; examples include the American Marketing Association and the National Retail Federation .
• Social media and online communities: Social media platforms like LinkedIn or Twitter (X) , forums such as Reddit and Quora , and review platforms such as G2 can provide real-time insights into consumer sentiment, opinions and trends. 

Market research examples

At this point, you have market research tools and data sources — but how do you act on the data you gather? Let’s go over some real-world examples that illustrate the practical application of market research across various industries. These examples showcase how market research can lead to smart decision-making and successful business decisions.

Example 1: Apple’s iPhone launch

Apple ’s iconic iPhone launch in 2007 serves as a prime example of market research driving product innovation in tech. Before the iPhone’s release, Apple conducted extensive market research to understand consumer preferences, pain points and unmet needs in the mobile phone industry. This research led to the development of a touchscreen smartphone with a user-friendly interface, addressing consumer demands for a more intuitive and versatile device. The result was a revolutionary product that disrupted the market and redefined the smartphone industry.

Example 2: McDonald’s global expansion

McDonald’s successful global expansion strategy demonstrates the importance of market research when expanding into new territories. Before entering a new market, McDonald’s conducts thorough research to understand local tastes, preferences and cultural nuances. This research informs menu customization, marketing strategies and store design. For instance, in India, McDonald’s offers a menu tailored to local preferences, including vegetarian options. This market-specific approach has enabled McDonald’s to adapt and thrive in diverse global markets.

Example 3: Organic and sustainable farming

The shift toward organic and sustainable farming practices in the food industry is driven by market research that indicates increased consumer demand for healthier and environmentally friendly food options. As a result, food producers and retailers invest in sustainable sourcing and organic product lines — such as with these sustainable seafood startups — to align with this shift in consumer values. 

The bottom line? Market research has multiple use cases and is a critical practice for any industry. Whether it’s launching groundbreaking products, entering new markets or responding to changing consumer preferences, you can use market research to shape successful strategies and outcomes.

Market research templates

You finally have a strong understanding of how to do market research and apply it in the real world. Before we wrap up, here are some market research templates that you can use as a starting point for your projects:

• Smartsheet competitive analysis templates : These spreadsheets can serve as a framework for gathering information about the competitive landscape and obtaining valuable lessons to apply to your business strategy.
• SurveyMonkey product survey template : Customize the questions on this survey based on what you want to learn from your target customers.
• HubSpot templates : HubSpot offers a wide range of free templates you can use for market research, business planning and more.
• SCORE templates : SCORE is a nonprofit organization that provides templates for business plans, market analysis and financial projections.
• SBA.gov : The U.S. Small Business Administration offers templates for every aspect of your business, including market research, and is particularly valuable for new startups. 

Strengthen your business with market research

When conducted effectively, market research is like a guiding star. Equipped with the right tools and techniques, you can uncover valuable insights, stay competitive, foster innovation and navigate the complexities of your industry.

Throughout this guide, we’ve discussed the definition of market research, different research methods, and how to conduct it effectively. We’ve also explored various types of market research and shared practical insights and templates for getting started. 

Now, it’s time to start the research process. Trust in data, listen to the market and make informed decisions that guide your company toward lasting success.

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What is a Market Research Analyst? 2022 Guide

Market research analysts pore over trending keywords, survey responses, social media mentions, and more to understand markets, customers, and competitors. Learn more about this high-demand role.

Market research analysts—sometimes called market researchers—help companies develop or maintain a competitive edge by finding and delivering data-backed insights into potential markets, competitors, and even customer behaviour. 

They’re an integral part of a company’s overall marketing strategy and are in demand across multiple industries. Learn more about this high-growth role.

What does a market research analyst do?

Market research analysts pore over trending keywords, survey responses, social media mentions, and other data to find answers. In essence, they transform information into actionable insights that will help companies develop everything from competitive product launches to effective marketing campaigns.   

Each company’s needs differ, but your responsibilities as a market research analyst may include: 

Developing data collection tools and techniques

Using data modelling tools

Analysing data sets and communicating findings

Contributing data-backed insights to marketing strategy

Conducting product testing and brand research

What type of research does a market research analyst conduct?

A market research analyst conducts qualitative and quantitative research. In other words, they gather statistical data and solicit responses about people’s beliefs, opinions, and experiences. An analyst’s research can span multiple areas, including: 

Primary and secondary customer research—everything from demographics to opinions—helps a company develop more targeted marketing and align its products and services with customers’ differing needs. Market research analysts may also identify how companies find, acquire, and retain customers while avoiding churn—or customer loss.

As a company develops new offerings—like products, services, or ideas—market research about competitors, similar products, and potential sales can help successfully position each launch. Market research analysts investigate new and existing markets, learning as much as possible so they can deliver precise suggestions.

Both new and established companies rely on brand research to strengthen their position in the market. Conducting a competitive analysis to see how a company’s brand fares against competitors and researching customers’ brand awareness and perception helps them remain competitive. Those findings can also yield insights into customer acquisition, retention, and loyalty.

Understanding how a company’s customers feel about advertising at all phases of a marketing campaign can produce specific messaging and, in turn, more impactful campaigns. While this type of research typically falls under a marketing analyst role, market research analysts at smaller companies may also sometimes analyse a company’s marketing strategy.

Market research analyst qualifications

Market research analyst jobs typically require an undergraduate qualification. The field you choose might include:

Marketing and analytics

Maths and statistics

Data science

Consumer psychology

Market research analyst technical skills

Data collection tools: Market research analysts gather data from an array of sources, including surveys, social media platforms, keyword trends, and audience insights. Market research analysts use Qualtrics, SurveyMonkey, Typeform, Google Trends, and SEMrush, among many other tools, to learn more about customers, markets, and competitors.

Statistical analysis: Because market research involves working with quantitative data, it’s crucial to understand how to apply statistical techniques to group your data into relevant and actionable findings. While many programmes, including the data visualisation tools below, offer a statistical analysis feature, it shouldn’t replace more foundational knowledge. 

Data visualisation: Once a market research analyst has collected relevant data, they need to structure their findings in a comprehensible way. Knowing how to use data dashboards or data analytics suites can help convey important findings to other teams. Market research analysts use data visualisation tools like Tableau, Qlikview, and Plotly.  

Programming languages: Although not always necessary, some companies do require market research analysts to know a programming language, such as R, SQL, SAS, or SPSS, which feeds into their data gathering and data interpretation efforts. Make sure to read over job descriptions to learn which language, if any, a company prefers. 

Market research analyst workplace skills

Interpretation: Parsing data is critical in a market research analyst’s role. After gathering the necessary data, you must interpret those findings in light of a company’s product and marketing needs.  

Critical thinking: Conducting market research means knowing how to ask the right questions to find the best data, extracting meaning from collected data, and then applying those insights to a company’s marketing strategy.    

Communication: Translating insights into recommendations that other teams can act upon will help in a marketing research analyst's line of work. A strong ability to speak and write clearly and constructively is an asset. 

Interviewing: Many market research analysts rely on digital surveys to glean customer responses, but the role can also involve conducting customer interviews or focus groups. Being comfortable speaking with strangers and getting them to open up about their experiences is an essential skill. 

What are the benefits of being a market research analyst?

Market research analyst salary.

According to Glassdoor, the median salary for a market research analyst in the UK is £30,808 [ 1 ]. Glassdoor calculated this figure using the incomes of its users working as market research analysts in the UK. It represents the midpoint of a salary range between the 25th and 75th percentile. 

Job prospects

According to Statista, 142,000 people worked in advertising and market research in the UK by the end of 2021 [ 2 ]. As companies continue to need insight into customer behaviour to keep their competitive edge, market research analysts will continue playing an integral role.

Market research analyst vs. similar roles

Market research analysts share much in common with roles that also parse data and deliver strategic insights. 

Marketing analyst

Although market research analysts are sometimes confused—and even called marketing analysts—the two roles differ slightly. Marketing analysts focus internally on a company’s marketing efforts rather than externally on markets, but both roles use data to inform their recommendations.

Business analyst

Another role that relies heavily on data, a business analyst analyses large data sets to make recommendations that will strengthen a business’ processes and help it run more efficiently. 

Data analyst

In a much broader role, a data analyst typically works with large, raw data sets that they must first clean to glean critical insights. Data analysts apply their findings to an array of organisational and business needs.

How to become a market research analyst

1. look for a related entry-level role..

While you may find some entry-level market research analyst roles, many employers prefer at least two years of experience. If you’re interested in becoming a market research analyst, consider a related function to help you gain experience and grow more competitive. Working as a marketing assistant or data analyst can provide you with the experience necessary to move into market research analysis.

2. Brush up on related technical skills.

Knowing that market research analysts use specific tools to gather and assess data about customers, markets, and competitors, it’s a good idea to research popular programmes and refine your knowledge of them. Watch tutorials, use free trials, and familiarise yourself with the tools of the trade.

3. Take a course.

Taking courses that expose you to strategies of market research can help introduce you to the work of a market research analyst. The Google Digital Marketing & E-Commerce Professional Certificate , available on Coursera, might be an excellent place to start. 

Article sources

Glassdoor. " How Much Does a Market Research Analyst Make in United Kingdom ? https://www.glassdoor.com/Salaries/uk-market-research-analyst-salary-SRCH_IL.0,2_IN2_KO3,26.htm." Accessed August 30, 2023. 

Statista. " Advertising and market research jobs in the United Kingdom (UK) from 1st quarter 2009 to 4th quarter 2021, by gender and employment type , https://www.statista.com/statistics/270704/number-of-advertising-and-market-research-industry-jobs-in-the-united-kingdom-uk-by-employee-gender/." Accessed August 30, 2023.

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Market Research Analyst

Market research analysts study consumer preferences, business conditions, and other factors to assess potential sales of a product or service. They help companies understand what products people want, who will buy them, and at what price.

Market research analysts typically do the following:

• Monitor and forecast marketing and sales trends
• Measure the effectiveness of marketing programs and strategies
• Devise and evaluate methods for collecting data, such as surveys, questionnaires, and opinion polls
• Gather data on consumers, competitors, and market conditions
• Analyze data using statistical software
• Convert data and findings into tables, graphs, and written reports
• Prepare reports and present results to clients and management

Market research analysts gather data and study other information to help a company promote its products or services. They gather data on consumer buying habits, demographics, needs, and preferences. They collect data and information using a variety of methods, such as focus groups, interviews, literature reviews, market analysis surveys, public opinion polls, and questionnaires.

Analysts help determine a company’s position in the marketplace by researching their competitors and studying their marketing methods, prices, and sales. Using this information, analysts may determine potential markets, product demand, and pricing. Their knowledge of the targeted consumer enables analysts to develop advertising brochures and commercials, product promotions, and sales plans.

Market research analysts evaluate data using statistical techniques and software. They must interpret what the data mean for their client, and they may forecast future trends. They often make charts, graphs, infographics, and other visual aids to present the results of their research.

Workers who design and conduct surveys that market research analysts use are survey researchers.

Market research analysts held about 792,500 jobs in 2021. The largest employers of market research analysts were as follows:

Because most industries use market research, these analysts are employed throughout the economy.

Market research analysts work individually or as part of a team, collecting, analyzing, and presenting data. For example, some analysts work with graphic designers and artists to create charts, graphs, and infographics summarizing their research and findings.

Work Schedules

Most market research analysts work full time during regular business hours.

Market research analysts typically need a bachelor’s degree. Some employers require or prefer that job candidates have a master’s degree. Strong research and analytical skills are essential.

Market research analysts typically need a bachelor's degree in market research or a related business, communications, or social science field.

Courses in statistics, research methods, and marketing are important for prospective analysts. Courses in communications and social sciences, such as economics or consumer behavior, are also helpful.

Some employers of market research analysts require or prefer a master’s degree. Several schools offer graduate programs in marketing research, but analysts may choose to complete a bachelor’s degree in another field, such as statistics and marketing, and earn a master’s degree in business administration (MBA). A master’s degree is often required for leadership positions or positions that perform more technical research.

Licenses, Certifications, and Registrations

Analysts may pursue certification, which is voluntary, to demonstrate a level of professional competency. The  Insights Association  offers several certifications for market research analysts, including the IPC Principal and the IPC Masters. Candidates qualify based on industry experience and passing an exam.

Other Experience

Completing an internship while in school may be helpful. Prospective analysts also may gain experience by volunteering for an organization and helping with market research or related projects.

Employers may prefer to hire candidates who have experience in other positions that require collecting and analyzing data or writing reports to summarize research. 

Market research analysts typically have an interest in the Thinking, Persuading and Organizing interest areas, according to the Holland Code framework. The Thinking interest area indicates a focus on researching, investigating, and increasing the understanding of natural laws. The Persuading interest area indicates a focus on influencing, motivating, and selling to other people. The Organizing interest area indicates a focus on working with information and processes to keep things arranged in orderly systems.

If you are not sure whether you have a Thinking or Persuading or Organizing interest which might fit with a career as a market research analyst, you can take a career test to measure your interests.

Market research analysts should also possess the following specific qualities:

Analytical skills. Market research analysts must be able to understand large amounts of data and information. 

Communication skills. Market research analysts need strong communication skills when gathering information, interpreting data, and presenting results to clients. 

Critical-thinking skills. Market research analysts must assess all available information to determine what marketing strategy would work best for a company.

Detail oriented. Market research analysts must be detail oriented because they often do precise data analysis.

The median annual wage for market research analysts was $63,920 in May 2021. The median wage is the wage at which half the workers in an occupation earned more than that amount and half earned less. The lowest 10 percent earned less than $37,570, and the highest 10 percent earned more than $128,320.

In May 2021, the median annual wages for market research analysts in the top industries in which they worked were as follows:

Employment of market research analysts is projected to grow 19 percent from 2021 to 2031, much faster than the average for all occupations.

About 99,800 openings for market research analysts are projected each year, on average, over the decade. Many of those openings are expected to result from the need to replace workers who transfer to different occupations or exit the labor force, such as to retire. 

Employment growth will be driven by an increasing use of data and market research across many industries. These workers will be needed to help understand the needs and wants of customers, measure the effectiveness of marketing and business strategies, and identify the factors affecting product demand.

The increase in the collection and analyses of big data—extremely large sets of information, such as social media comments or online product reviews—can provide insight on consumer behaviors and preferences. Businesses will need market research analysts to conduct analyses of the data and information.

For more information about market research analysts, visit

Insights Association

For resources and information about qualitative research, visit

Qualitative Research Consultants Association  (QRCA)

Where does this information come from?

The career information above is taken from the Bureau of Labor Statistics Occupational Outlook Handbook . This excellent resource for occupational data is published by the U.S. Department of Labor every two years. Truity periodically updates our site with information from the BLS database.

I would like to cite this page for a report. Who is the author?

There is no published author for this page. Please use citation guidelines for webpages without an author available. 

I think I have found an error or inaccurate information on this page. Who should I contact?

This information is taken directly from the Occupational Outlook Handbook published by the US Bureau of Labor Statistics. Truity does not editorialize the information, including changing information that our readers believe is inaccurate, because we consider the BLS to be the authority on occupational information. However, if you would like to correct a typo or other technical error, you can reach us at [email protected] .

I am not sure if this career is right for me. How can I decide?

There are many excellent tools available that will allow you to measure your interests, profile your personality, and match these traits with appropriate careers. On this site, you can take the Career Personality Profiler assessment, the Holland Code assessment, or the Photo Career Quiz .

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Market Research Analyst

Job summary:.

The Market Research Analyst will research, compile, and analyze information on products and market conditions to identify potential new markets, sales opportunities, and the most effective methods of marketing specified products.

Supervisory Responsibilities:

Duties/responsibilities:.

• Identifies and defines the objective of an assigned marketing research project; determines the best methods to use to meet those objectives.
• Drafts questionnaires, polls, surveys, and other data collection resources.
• Researches and compiles data related to current product market, customer demographics and interest, and factors influencing product demand; analyzes results to identify ways of maximizing sales and market penetration of current products.
• Compiles data related to competitors products such as pricing, sales, and marketing or distribution methodology.
• Summarizes and analyzes data; makes recommendations related to research findings.
• Reports findings, complete with graphs illustrating data and written text explaining complex findings.
• Identifies potential new products or markets through research.
• Forecasts and tracks industry marketing and sales trends based on collected data.
• Delivers reports and presentations of findings to management and/or executive leadership.
• Performs other related duties as assigned.

Required Skills/Abilities:

• Excellent verbal and written communication skills.
• Excellent organizational skills and attention to detail.
• Superior research and analytical skills.
• Ability to translate complex concepts and methodologies into easily understood language.
• Proficient with Microsoft Office Suite or related software.

Education and Experience:

• Bachelors degree in Marketing Research, Statistics, Math, or related field required; MBA preferred.
• Some related experience preferred.

Physical Requirements:

• Prolonged periods sitting at a desk and working on a computer.
• Must be able to lift up to 15 pounds at times.

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Market Research Analyst: Job Description & Skills in 2024

As a market research analyst, you play a crucial role in helping companies understand their audience and make better-informed business decisions. In this article, we will explore the job description and skills required to excel in this field.

Definition of Market Research Analyst

A market research analyst is responsible for collecting and analyzing data on consumer behavior, market trends, and competitors to help their organization make informed decisions. They use various research methods, including surveys, focus groups, and statistical analysis, to gather insights that can be used to improve products and services, develop marketing strategies, and identify opportunities for growth.

Importance of Market Research Analyst

Market research analysts are essential to helping companies stay competitive in today’s constantly evolving business landscape. By providing valuable insights into consumer trends and preferences, they help businesses make more informed decisions about product development, marketing, and sales.

In addition to helping businesses stay ahead of the competition, market research analysts also play a critical role in identifying emerging trends and opportunities. By keeping a pulse on the latest industry developments and consumer preferences, they can help their organization stay agile and adapt to changing market conditions.

Overview of the Article

Throughout the article, we will cover the following topics:

• The role of a market research analyst, including key responsibilities and requirements
• Essential skills and experience for success in this field
• Job outlook and earning potential for market research analysts
• Tips for breaking into the field and advancing your career
• Case studies and real-world examples of successful market research strategies

By the end of this article, readers will have a comprehensive understanding of what it takes to become a top-performing market research analyst and how to excel in this exciting and fast-paced field.

Market Research Analyst Job Description

Market research analysts play a crucial role in the success of a business by providing insights into customer needs, preferences, and habits.

A. Responsibilities

Market research analysts are responsible for conducting research in order to help businesses make informed decisions. They analyze data and information, evaluate findings, and communicate with clients, managers, and other stakeholders.

B. Gather Data and Information

One of the key responsibilities of a market research analyst is gathering data and information. This might involve conducting surveys, focus groups, or other types of research to collect information about customer preferences, purchasing habits, and other relevant data. They may also collect data from internal sources, such as sales data, customer databases, and website analytics.

C. Analyze Data and Information

Once data and information have been gathered, market research analysts must then analyze it. This may involve using statistical software to identify patterns and trends, conducting market research to identify competitors and market trends, and analyzing customer feedback to determine customer satisfaction and identify areas for improvement.

D. Evaluate and Present Findings

After analyzing data and information, market research analysts must then evaluate the findings. This involves drawing conclusions based on the data and identifying opportunities for growth and improvement. They may then create presentations, reports, and other materials to communicate their findings to clients, managers, and other stakeholders.

E. Communicate with Clients, Managers, and Stakeholders

Communication is a key part of a market research analyst’s job. They must be able to communicate complex data and findings in a way that is clear and understandable to non-technical stakeholders. This may involve creating reports, presentations, and other materials that can be easily understood by people outside of the research field.

F. Maintain Research Databases and Technology

Market research analysts must also ensure that research databases and technology are maintained and updated. This may involve managing databases of customer information, tracking trends in the industry, and staying up-to-date on new research methodologies and technologies. They must also ensure that all research is conducted ethically and in compliance with relevant laws and regulations.

Market research analysts are critical to the success of businesses across all industries. Their responsibilities include gathering and analyzing data, evaluating findings, communicating with clients and stakeholders, and maintaining research databases and technology. With their expertise, market research analysts help businesses make informed decisions and stay ahead of the competition.

Qualifications and Skills for Market Research Analyst

Market research analysts are responsible for deciphering data and insights to help organizations make informed business decisions. This involves a diverse skill set and a strong educational background. To be successful in this field, there are several vital qualifications and skills that market research analysts should have.

A. Education and Certification The first qualification for a market research analyst is to hold at least a bachelor’s degree in a relevant field such as marketing, statistics, or business administration. Advanced degrees, such as an MBA or a master’s in marketing research, offer a competitive advantage in this field. Additionally, certification programs, such as the Professional Researcher Certification (PRC) from the Insights Association, can enhance a candidate’s credentials.

B. Technical Skills Market research analysts should be proficient in data analysis and have a strong understanding of the latest technologies and data collection methods. This includes expertise in data analytics software and statistical analysis tools, as well as experience with survey and research methodologies.

C. Analytical Skills Market research analysts should possess strong analytical skills to help them interpret data and turn it into actionable insights. These skills include critical thinking, problem-solving, and the ability to identify patterns and trends.

D. Communication Skills Market research analysts should be effective communicators who can present complex data and insights in an easy-to-understand format. This includes not only verbal communication but also written communication through reports, presentations, and dashboards.

E. Organizational Skills Market research analysts need to possess strong organizational skills to manage multiple projects and deadlines simultaneously. This includes the ability to prioritize tasks, manage resources, and maintain accurate records.

F. Interpersonal Skills Market research analysts should have strong interpersonal skills to work effectively with team members and clients. This includes the ability to build rapport, active listening, and empathy.

G. Adaptability and Flexibility Market research analysts should possess excellent adaptability and flexibility skills to ensure they can respond to rapidly changing business needs. This includes the ability to pivot direction, multitask, and handle unexpected challenges with ease.

Market research analysts must have a unique blend of qualifications and skills to succeed in this industry. Having a strong background in education, technical skills, analytical skills, communication skills, organizational skills, interpersonal skills, and adaptability and flexibility are essential. As the market research industry continues to evolve, these skills will only become more critical for success.

Career Prospects and Salary for Market Research Analysts

Market research analysts are in high demand, as organizations across various industries rely on their insights to make informed business decisions. Here are some things to consider when it comes to career growth opportunities, job market trends and outlook, salary and compensation, and geographic and industry variation in salaries for market research analysts.

A. Career Growth Opportunities

Market research analysts typically begin their careers with a bachelor’s degree in marketing or a related field, though some employers may prefer candidates with a master’s degree. As they gain experience, market research analysts may have the opportunity to move into leadership roles, such as managing a team of analysts or becoming a director of market research.

In addition, market research analysts can expand their skills by developing expertise in specific areas, such as consumer behavior or market segmentation. They can also stay up-to-date with emerging trends and technologies by attending industry conferences or completing training programs.

B. Job Market Trends and Outlook

The job market for market research analysts is expected to grow at a fast pace, with the U.S. Bureau of Labor Statistics projecting a 18% increase in employment between 2019 and 2029. This growth is largely due to the increasing importance of data-driven decision making in today’s business landscape.

As more organizations embrace digital technologies, market research analysts with experience in areas such as social media analytics and digital marketing research may be particularly in demand.

C. Salary and Compensation

According to the U.S. Bureau of Labor Statistics, the median annual wage for market research analysts was $63,790 as of May 2019. However, salaries can vary widely based on factors such as experience level, industry, and geographic location.

Market research analysts working in the management, scientific, and technical consulting services industry tend to earn higher salaries, with a median annual wage of $85,730. Those working in the wholesale trade industry tend to earn lower salaries, with a median annual wage of $60,140.

D. Geographic and Industry Variation in Salaries

Geographic location can also impact salaries for market research analysts. For example, those working in metropolitan areas such as San Francisco, New York, and Boston tend to earn higher salaries due to the higher cost of living in these locations.

In terms of industry, market research analysts working in the computer systems design and related services industry tend to earn the highest salaries, with a median annual wage of $92,520 as of May 2019. Those working in the educational services industry tend to earn lower salaries, with a median annual wage of $51,860.

Market research analysts can expect strong job growth and competitive salaries. By continuing to develop their skills and expertise, they can position themselves for long-term success in this exciting field.

Types of Market Research Analyst

As a market research analyst, you can specialize in different areas of research depending on your interests and expertise. Below are some of the most common types of market research analysts:

A. Industry-Specific Market Research Analyst

Industry-specific market research analysts specialize in gathering information and insights about a particular industry or market segment. They study trends, consumer behavior, competition, and other factors that affect the industry they are focused on.

For instance, an industry-specific market research analyst may specialize in the healthcare industry, researching the latest developments in medical technology, changes in healthcare policies, and consumer behavior in healthcare settings.

B. Geographical Market Research Analyst

Geographical market research analysts focus on gathering data about specific regions or locations. They may study demographics, consumer behavior, or economic trends in a particular region.

For example, a geographical market research analyst working for a real estate company may gather data about property values, rental demand, and consumer preferences in a specific city or neighborhood.

C. Demographic Market Research Analyst

Demographic market research analysts specialize in understanding consumer behavior and preferences based on demographics such as age, gender, income, and education. They study consumer trends and buying behavior within specific demographics and use this data to improve marketing and product development strategies.

For instance, a demographic market research analyst may gather data on the spending habits and media consumption of millennials to help a company develop more targeted marketing campaigns for this demographic.

D. Product-Specific Market Research Analyst

A product-specific market research analyst specializes in understanding consumer behavior and preferences specific to a particular product or service. They gather data on consumer preferences, usage patterns, and satisfaction levels to help companies develop and improve their products and services.

For instance, a product-specific market research analyst may gather data on consumer preferences for mobile phone features to help a technology company design a new device that meets customer needs and preferences.

Market research analysts can specialize in different areas of research depending on their interests and expertise. Whether you prefer to analyze data about industries, demographics, products, or regions, there are exciting opportunities for you to apply your skills as a market research analyst.

Types of Market Research Techniques

Market research is a crucial aspect of any organization, allowing them to identify their target market and gather information about their customers’ needs and preferences. There are various techniques of market research, including:

A. Qualitative Research

Qualitative research focuses on gathering subjective data through direct communication with customers, including interviews, focus groups, and surveys. This technique helps to collect in-depth information about customers’ experiences, opinions, and attitudes, enabling businesses to gain a better understanding of consumer behavior.

B. Quantitative Research

Quantitative research, on the other hand, focuses on the collection of numerical data through surveys, polls, and questionnaires. This technique helps businesses to gather specific information about customer preferences and behaviors, enabling them to determine the most effective marketing strategies.

C. Primary Research

Primary research refers to the gathering of data directly from the source, typically through interviews, surveys, or observations. This form of research helps businesses to gain a comprehensive understanding of their target market and customer needs.

D. Secondary Research

Secondary research involves analyzing data that has already been collected by others, including industry reports, government publications, and academic research. This technique is often used to supplement primary research and provides a broader perspective on market trends and customer behavior.

Market research is an essential tool for any organization looking to understand their target audience and gain a competitive advantage. By utilizing different techniques such as qualitative and quantitative research, as well as primary and secondary research, businesses can gain valuable insights into customer behavior and preferences, helping them to make informed decisions about their marketing strategies. ** Commonly Used Market Research Tools

Market research analysts rely on a variety of tools to help them gather, manage, and analyze data related to consumer behavior, market trends, and product performance. Here are some of the most commonly used tools in the field:

A. Survey Tools

One of the primary methods that market researchers use to collect information is through surveys. Survey tools help analysts create customizable surveys that can be distributed to targeted groups of people. Some of the most commonly used survey tools include SurveyMonkey, Qualtrics, and Google Forms. These tools allow analysts to design surveys with a wide range of questions types, including multiple-choice, ranking, and open-ended questions. Many survey tools also offer features like respondent tracking, data analysis, and reporting.

B. Data Analysis Tools

Once market researchers have collected data, they need to analyze it to identify patterns, trends, and insights that can inform business decisions. Data analysis tools, like SAS, Excel, and R, help researchers manage, clean, and analyze data sets. These tools allow analysts to create charts, graphs, and other visualizations that can help them to better understand patterns in the data. They can also run statistical analyses to identify correlations between variables and test hypotheses.

C. Project Management Tools

Market research projects can involve multiple stakeholders and moving parts, which can make them difficult to manage. Project management tools, like Asana, Trello, and Basecamp, help researchers keep track of project timelines, budgets, and deliverables. These tools allow users to assign tasks and deadlines, communicate with team members, and track progress in real-time. Project management tools can also help researchers to better manage resources, identify areas of inefficiency, and improve collaboration across teams.

D. Reporting Tools

Once market researchers have collected and analyzed their data, they need to present their findings to stakeholders in a clear and compelling way. Reporting tools, like Tableau, QlikView, and Microsoft Power BI, help researchers create customizable reports and dashboards that can visualize data in meaningful ways. These tools allow users to create interactive charts, graphs, and maps that can reveal insights at a glance. They can also help researchers to identify trends over time and make comparisons between different data sets.

Market research analysts rely on a variety of tools to help them gather, analyze, and present data related to consumer behavior, market trends, and product performance. By leveraging these tools, market researchers can gain deeper insights into consumer preferences and behaviors, enabling businesses to make more informed decisions about marketing strategies, product development, and other key initiatives.

Important Key Performance Indicators (KPIs) for Market Research Analysts

As a market research analyst, it is important to know the key performance indicators (KPIs) that will help measure and analyze the success of your research strategies. Understanding KPIs is crucial for identifying areas of improvement, identifying opportunities for growth, and ensuring that your research is effectively contributing to the overall success of your organization.

Here are six key performance indicators that you should always keep in mind:

A. Customer Satisfaction

Customer satisfaction is a critical KPI for market research analysts. It measures how satisfied customers are with the products or services offered by a company. Customer satisfaction can be measured through surveys or feedback forms, and can be used to assess overall performance, identify areas for improvement, and help in developing strategies to improve customer satisfaction.

B. Net Promoter Score (NPS)

Net Promoter Score (NPS) is another important KPI for market research analysts. NPS is a score that measures how likely customers are to refer a company to a friend or colleague. This KPI is crucial because customers who are highly likely to recommend a company are more likely to be loyal and make repeat purchases.

C. Market Share

Market share is another vital KPI for market research analysts. It is the percentage of the total market that a company has captured. This KPI is critical because it helps you understand how your company is performing in comparison to competitors. It can also help you identify new areas for growth and opportunities for expansion.

D. Customer Retention

Customer retention is a KPI that measures the percentage of customers that continue to do business with a company over time. This KPI is essential because retaining customers is much easier and more cost-effective than acquiring new ones. It is important to keep this KPI in mind when developing strategies to improve customer loyalty and prevent churn.

E. Sales Growth

Sales growth is a measurable KPI that is essential for assessing the performance of a company. It measures the increase or decrease in revenue over time. A market research analyst must keep this KPI in mind when developing pricing and promotional strategies, identifying new markets, and optimizing product offerings.

F. Brand Awareness

Brand awareness is one of the most important KPIs for market research analysts. It measures how well a company is recognized and perceived by its customers. This KPI can be assessed through brand surveys or qualitative research studies. Measuring and improving brand awareness is essential for building a loyal customer base and improving sales growth.

Understanding and tracking these six key performance indicators will help market research analysts to assess the success of their research strategies, identify areas for improvement, and contribute to the overall success of their organization.

Challenges Faced by Market Research Analysts

Market research analysts play a critical role in businesses by gathering and analyzing data to help companies make informed decisions. However, this job comes with its own set of challenges. Here are the top five challenges faced by market research analysts:

A. Limited Time and Resources

Market research analysts are often tasked with conducting research on a tight deadline and limited budget. This can be challenging because it requires them to work efficiently and effectively to deliver accurate results within a constrained time frame. To tackle this challenge, analysts must prioritize their tasks, identify the most important data points, and use technology to automate and streamline certain processes.

B. Handling and Managing Big Data

With the rise of big data, handling and managing large amounts of data has become a critical challenge for market research analysts. It can be difficult to know where to begin when sorting through such vast amounts of information. Analysts must develop a strong understanding of data management and be able to analyze data from various sources to provide meaningful recommendations to their clients.

C. Staying Up-To-Date with Technological Advancements

Technology is rapidly advancing, and market research analysts must stay up-to-date with the latest tools and techniques to effectively perform their job. With the increase in social media and mobile devices, it is essential to understand new data sources and their potential value in informing business decisions. Additionally, analysts must have a strong understanding of data visualization and other tools to effectively communicate findings to clients.

D. Increased Competition

As the demand for skilled market research analysts continues to grow, so does the competition for jobs. This can be challenging for analysts who are just starting out in the industry, as more experienced candidates may have an advantage. Staying up-to-date with the latest trends and honing specialized skills can make an analyst stand out in a crowded job market.

E. Evolving Market Trends and Consumer Behaviour

Market research is consistently impacted by evolving trends and changing consumer behaviours, making it important for analysts to stay up-to-date on the latest shifts in the market. Traditional market research methods may not always suffice, and new data sources may become necessary to incorporate into analysis. Analysts must be flexible and adaptable to changing circumstances to ensure that their research is current and relevant.

Market research analyst faces challenges such as limited time and resources, handling and managing big data, staying up-to-date with technological advancements, increased competition, and evolving market trends and consumer behavior. Addressing these challenges requires market research analysts to stay informed, adaptable, and creative in their work.

Importance of Market Research Analyst for Various Industries

Market research analysts play a crucial role in various industries by helping businesses make informed decisions about their products, customers, and competitors. They collect and analyze data to identify trends, market opportunities, and customer preferences, which businesses can use to improve their products or services and stay ahead of the competition. In this section, we will discuss the importance of market research analysts for various industries, including:

A. Retail Industry

The retail industry is one of the largest and most competitive industries in the world. Market research analysts help retailers understand consumer behavior, preferences, and purchasing patterns, which can help them make decisions about product design, pricing, and promotions. They use various data collection methods, such as surveys, focus groups, and sales data analysis, to gather valuable insights about their target audience. In addition, market research analysts can help retailers identify new market opportunities and stay ahead of industry trends.

B. Healthcare Industry

The healthcare industry is another sector that benefits greatly from market research analysis. Market research analysts help healthcare providers understand patient needs, preferences, and satisfaction levels, which can help them improve patient care and services. They also help healthcare providers identify market opportunities and determine the viability of new treatments or medical devices. Market research analysts in the healthcare industry help insurance companies determine pricing and coverage policies based on economic and demographic factors.

C. Technology Industry

The fast-paced and rapidly evolving technology industry requires constant innovation, and market research analysts play a critical role in this process. They help technology companies understand customer needs and preferences to develop products that meet those needs. They also help companies identify emerging trends and new markets to expand into, which can lead to increased revenue and market share. Market research analysts can also help technology companies develop marketing and advertising campaigns that resonate with their target audience.

D. Manufacturing Industry

In the manufacturing industry, market research analysts help companies gather information about their products, competitors, and target markets. They use data analysis to identify consumer preferences and trends, as well as to gauge demand for specific products. Market research analysts can also help manufacturing companies identify new markets and sales opportunities, as well as assess the viability of new products in development.

E. Food & Beverage Industry

Market research analysts in the food and beverage industry help companies understand consumer preferences and develop products that meet those preferences. They use surveys, focus groups, and other methods to gather data about consumer behavior regarding food and beverage products, as well as to identify emerging trends in the industry. Market research can also help companies identify new markets, such as niche diets or eating habits, and develop products that cater to those markets.

Market research analysts are essential in various industries as they provide valuable insights that businesses can use to improve their products or services, stay ahead of the competition, and identify new market opportunities.

Example Case Studies

As a market research analyst, one of the most important skills you need to have is the ability to analyze data and generate insights from it. In this case study, we’ll take a look at how Jane, a market research analyst working for a consumer goods company, used her skills to help the company make better business decisions.

The company was considering launching a new line of organic snacks targeted at health-conscious consumers. The marketing team had already conducted some preliminary research, such as focus groups and surveys, but they needed more in-depth insights to make informed decisions about the product lineup and pricing strategy.

Jane’s first step was to conduct a comprehensive market analysis. She looked at consumer trends, competitor offerings, and market size and growth potential. This helped the team understand the broader industry landscape and potential demand for the product.

Next, Jane analyzed the data collected from the focus groups and surveys. She used statistical methods to identify patterns and trends in the responses, such as which features consumers valued most in organic snacks and which price points they were willing to pay. She also looked at demographic data to better understand the target consumer segment.

Based on her analysis, Jane recommended that the company launch three different varieties of organic snacks, each with a slightly different flavor profile and price point. She also suggested that the company create a loyalty program to incentivize repeat purchases and capture data about customer preferences.

The marketing team implemented Jane’s recommendations and launched the new line of snacks. Sales exceeded the team’s projections, and the company was able to capture more market share in the health food sector. Jane’s insights helped the company make informed decisions that led to a successful product launch.

This case study shows the importance of market research analysis skills in driving business success. As a market research analyst, you need to be able to gather and interpret data accurately to generate insights that are actionable and drive impact. Whether you’re working for a consumer goods company or a technology startup, these skills are essential for helping your organization make smart, data-driven decisions.

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News / Insights

Campus news and industry insights from boston college, what does a market researcher do .

When companies want to learn more about their consumers or identify new potential markets for their products and services, they turn to market researchers. Market researchers use data analysis to help guide an organization’s sales and marketing strategy.

It’s an in-demand position in a world where business is increasingly data-driven. Those who earn a master’s degree position themselves as excellent candidates for the best jobs in the industry. The Master of Science in Applied Economics program at Boston College prepares students with expertise in data analysis tools and techniques that organizations use to evaluate current policies and programs, understand consumer behavior, and analyze marketing efforts.

The Role of a Market Researcher

Market researchers, particularly those with advanced data analysis skills, are increasingly central to business planning and strategy. Organizations may use some traditional tools such as surveys and focus groups, but market researchers today must understand how to employ innovative technology and data analytics tools.

Data provides a better picture of consumer behavior, determining what consumers want and how much they are willing to pay for it. Data also gives organizations a clear picture of the demographic information of their customers. The U.S. Bureau of Labor Statistics (BLS) lists a wide range of responsibilities for market researchers. They include:

• Tracking and forecasting marketing and sales trends
• Measuring the results of a marketing program or strategy
• Devising and evaluating methods for collecting data
• Gathering data on consumers, competitors and market conditions
• Analyzing data using statistical software
• Converting complex data findings into easy-to-understand reports for clients and management

Salary and Demand for Market Researchers

The BLS projects a 23% increase nationwide in the number of market researchers between 2016 and 2026. That’s more than three times the 7% rate projected by the BLS for all careers during that same time. In Massachusetts, the projected increase is 20.1%, according to the BLS-powered Projections Central.

Market research analysts made a mean annual salary of $70.960 in May 2018, according to the BLS. In Massachusetts, that number is $74,510, with the Boston metropolitan area among the top 10 metro areas with the highest number of market researchers in the country. The mean annual wage in the city as of May 2018 was $75,650. The top 25% of people in the profession – something a master’s degree can prepare graduates to attain – earned $90,590 in Massachusetts in May 2018.

What You’ll Learn in a Master’s Program

The top market researchers have a combination of insight into both data analysis and human behavior. A master’s degree program like the one from Boston College can help hone skills in both areas. Market researchers especially need training in the latest technology-driven strategies used in research and marketing. That can include location-based “geofencing,” which delivers targeted messaging to people once they enter a specific geographic area.

The potential jobs market research jobs are not limited to private businesses. Market researchers also work for nonprofit organizations and government agencies. Both are looking for ways to leverage data to improve the effectiveness of their outreach efforts.

In the Boston College Master of Science in Applied Economics program , students take courses that prepare them for leadership positions in these fields. They participate in active experimentation through partnership projects that allow them to put what they are learning into practice and focus on merging theory with the practical strategies and tools needed to solve real-world issues.

BC Applied Economics courses include macroeconomics and microeconomics, data analysis, econometrics, big data, predictive analytics, and forecasting.

Those who are ready for a career in a cutting-edge, yet stable field will benefit from the next decade of expected rapid expansion of market research both around the country and in Massachusetts.

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What Is Market Research?

• How It Works
• Primary vs. Secondary
• How to Conduct Research

The Bottom Line

• Marketing Essentials

How to Do Market Research, Types, and Example

Joules Garcia / Investopedia

Market research examines consumer behavior and trends in the economy to help a business develop and fine-tune its business idea and strategy. It helps a business understand its target market by gathering and analyzing data.

Market research is the process of evaluating the viability of a new service or product through research conducted directly with potential customers. It allows a company to define its target market and get opinions and other feedback from consumers about their interest in a product or service.

Research may be conducted in-house or by a third party that specializes in market research. It can be done through surveys and focus groups, among other ways. Test subjects are usually compensated with product samples or a small stipend for their time.

Key Takeaways

• Companies conduct market research before introducing new products to determine their appeal to potential customers.
• Tools include focus groups, telephone interviews, and questionnaires.
• The results of market research inform the final design of the product and determine how it will be positioned in the marketplace.
• Market research usually combines primary information, gathered directly from consumers, and secondary information, which is data available from external sources.

Market Research

How market research works.

Market research is used to determine the viability of a new product or service. The results may be used to revise the product design and fine-tune the strategy for introducing it to the public. This can include information gathered for the purpose of determining market segmentation . It also informs product differentiation , which is used to tailor advertising.

A business engages in various tasks to complete the market research process. It gathers information based on the market sector being targeted by the product. This information is then analyzed and relevant data points are interpreted to draw conclusions about how the product may be optimally designed and marketed to the market segment for which it is intended.

It is a critical component in the research and development (R&D) phase of a new product or service introduction. Market research can be conducted in many different ways, including surveys, product testing, interviews, and focus groups.

Market research is a critical tool that companies use to understand what consumers want, develop products that those consumers will use, and maintain a competitive advantage over other companies in their industry.

Primary Market Research vs. Secondary Market Research

Market research usually consists of a combination of:

• Primary research, gathered by the company or by an outside company that it hires
• Secondary research, which draws on external sources of data

Primary Market Research

Primary research generally falls into two categories: exploratory and specific research.

• Exploratory research is less structured and functions via open-ended questions. The questions may be posed in a focus group setting, telephone interviews, or questionnaires. It results in questions or issues that the company needs to address about a product that it has under development.
• Specific research delves more deeply into the problems or issues identified in exploratory research.

Secondary Market Research

All market research is informed by the findings of other researchers about the needs and wants of consumers. Today, much of this research can be found online.

Secondary research can include population information from government census data , trade association research reports , polling results, and research from other businesses operating in the same market sector.

History of Market Research

Formal market research began in Germany during the 1920s. In the United States, it soon took off with the advent of the Golden Age of Radio.

Companies that created advertisements for this new entertainment medium began to look at the demographics of the audiences who listened to each of the radio plays, music programs, and comedy skits that were presented.

They had once tried to reach the widest possible audience by placing their messages on billboards or in the most popular magazines. With radio programming, they had the chance to target rural or urban consumers, teenagers or families, and judge the results by the sales numbers that followed.

Types of Market Research

Face-to-face interviews.

From their earliest days, market research companies would interview people on the street about the newspapers and magazines that they read regularly and ask whether they recalled any of the ads or brands that were published in them. Data collected from these interviews were compared to the circulation of the publication to determine the effectiveness of those ads.

Market research and surveys were adapted from these early techniques.

To get a strong understanding of your market, it’s essential to understand demand, market size, economic indicators, location, market saturation, and pricing.

Focus Groups

A focus group is a small number of representative consumers chosen to try a product or watch an advertisement.

Afterward, the group is asked for feedback on their perceptions of the product, the company’s brand, or competing products. The company then takes that information and makes decisions about what to do with the product or service, whether that's releasing it, making changes, or abandoning it altogether.

Phone Research

The man-on-the-street interview technique soon gave way to the telephone interview. A telephone interviewer could collect information in a more efficient and cost-effective fashion.

Telephone research was a preferred tactic of market researchers for many years. It has become much more difficult in recent years as landline phone service dwindles and is replaced by less accessible mobile phones.

Survey Research

As an alternative to focus groups, surveys represent a cost-effective way to determine consumer attitudes without having to interview anyone in person. Consumers are sent surveys in the mail, usually with a coupon or voucher to incentivize participation. These surveys help determine how consumers feel about the product, brand, and price point.

Online Market Research

With people spending more time online, market research activities have shifted online as well. Data collection still uses a survey-style form. But instead of companies actively seeking participants by finding them on the street or cold calling them on the phone, people can choose to sign up, take surveys, and offer opinions when they have time.

This makes the process far less intrusive and less rushed, since people can participate on their own time and of their own volition.

How to Conduct Market Research

The first step to effective market research is to determine the goals of the study. Each study should seek to answer a clear, well-defined problem. For example, a company might seek to identify consumer preferences, brand recognition, or the comparative effectiveness of different types of ad campaigns.

After that, the next step is to determine who will be included in the research. Market research is an expensive process, and a company cannot waste resources collecting unnecessary data. The firm should decide in advance which types of consumers will be included in the research, and how the data will be collected. They should also account for the probability of statistical errors or sampling bias .

The next step is to collect the data and analyze the results. If the two previous steps have been completed accurately, this should be straightforward. The researchers will collect the results of their study, keeping track of the ages, gender, and other relevant data of each respondent. This is then analyzed in a marketing report that explains the results of their research.

The last step is for company executives to use their market research to make business decisions. Depending on the results of their research, they may choose to target a different group of consumers, or they may change their price point or some product features.

The results of these changes may eventually be measured in further market research, and the process will begin all over again.

Benefits of Market Research

Market research is essential for developing brand loyalty and customer satisfaction. Since it is unlikely for a product to appeal equally to every consumer, a strong market research program can help identify the key demographics and market segments that are most likely to use a given product.

Market research is also important for developing a company’s advertising efforts. For example, if a company’s market research determines that its consumers are more likely to use Facebook than X (formerly Twitter), it can then target its advertisements to one platform instead of another. Or, if they determine that their target market is value-sensitive rather than price-sensitive, they can work on improving the product rather than reducing their prices.

Market research only works when subjects are honest and open to participating.

Example of Market Research

Many companies use market research to test new products or get information from consumers about what kinds of products or services they need and don’t currently have.

For example, a company that’s considering starting a business might conduct market research to test the viability of its product or service. If the market research confirms consumer interest, the business can proceed confidently with its business plan . If not, the company can use the results of the market research to make adjustments to the product to bring it in line with customer desires.

What Are the Main Types of Market Research?

The main types of market research are primary research and secondary research. Primary research includes focus groups, polls, and surveys. Secondary research includes academic articles, infographics, and white papers.

Qualitative research gives insights into how customers feel and think. Quantitative research uses data and statistics such as website views, social media engagement, and subscriber numbers.

What Is Online Market Research?

Online market research uses the same strategies and techniques as traditional primary and secondary market research, but it is conducted on the Internet. Potential customers may be asked to participate in a survey or give feedback on a product. The responses may help the researchers create a profile of the likely customer for a new product.

What Are Paid Market Research Surveys?

Paid market research involves rewarding individuals who agree to participate in a study. They may be offered a small payment for their time or a discount coupon in return for filling out a questionnaire or participating in a focus group.

What Is a Market Study?

A market study is an analysis of consumer demand for a product or service. It looks at all of the factors that influence demand for a product or service. These include the product’s price, location, competition, and substitutes as well as general economic factors that could influence the new product’s adoption, for better or worse.

Market research is a key component of a company’s research and development (R&D) stage. It helps companies understand in advance the viability of a new product that they have in development and to see how it might perform in the real world.

Britannica Money. “ Market Research .”

U.S. Small Business Administration. “ Market Research and Competitive Analysis .”

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FTC Announces Rule Banning Noncompetes

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Today, the Federal Trade Commission issued a final rule to promote competition by banning noncompetes nationwide, protecting the fundamental freedom of workers to change jobs, increasing innovation, and fostering new business formation.

“Noncompete clauses keep wages low, suppress new ideas, and rob the American economy of dynamism, including from the more than 8,500 new startups that would be created a year once noncompetes are banned,” said FTC Chair Lina M. Khan. “The FTC’s final rule to ban noncompetes will ensure Americans have the freedom to pursue a new job, start a new business, or bring a new idea to market.”

The FTC estimates that the final rule banning noncompetes will lead to new business formation growing by 2.7% per year, resulting in more than 8,500 additional new businesses created each year. The final rule is expected to result in higher earnings for workers, with estimated earnings increasing for the average worker by an additional $524 per year, and it is expected to lower health care costs by up to $194 billion over the next decade. In addition, the final rule is expected to help drive innovation, leading to an estimated average increase of 17,000 to 29,000 more patents each year for the next 10 years under the final rule.

Noncompetes are a widespread and often exploitative practice imposing contractual conditions that prevent workers from taking a new job or starting a new business. Noncompetes often force workers to either stay in a job they want to leave or bear other significant harms and costs, such as being forced to switch to a lower-paying field, being forced to relocate, being forced to leave the workforce altogether, or being forced to defend against expensive litigation. An estimated 30 million workers—nearly one in five Americans—are subject to a noncompete.

Under the FTC’s new rule, existing noncompetes for the vast majority of workers will no longer be enforceable after the rule’s effective date. Existing noncompetes for senior executives - who represent less than 0.75% of workers - can remain in force under the FTC’s final rule, but employers are banned from entering into or attempting to enforce any new noncompetes, even if they involve senior executives. Employers will be required to provide notice to workers other than senior executives who are bound by an existing noncompete that they will not be enforcing any noncompetes against them.

In January 2023, the FTC issued a  proposed rule which was subject to a 90-day public comment period. The FTC received more than 26,000 comments on the proposed rule, with over 25,000 comments in support of the FTC’s proposed ban on noncompetes. The comments informed the FTC’s final rulemaking process, with the FTC carefully reviewing each comment and making changes to the proposed rule in response to the public’s feedback.

In the final rule, the Commission has determined that it is an unfair method of competition, and therefore a violation of Section 5 of the FTC Act, for employers to enter into noncompetes with workers and to enforce certain noncompetes.

The Commission found that noncompetes tend to negatively affect competitive conditions in labor markets by inhibiting efficient matching between workers and employers. The Commission also found that noncompetes tend to negatively affect competitive conditions in product and service markets, inhibiting new business formation and innovation. There is also evidence that noncompetes lead to increased market concentration and higher prices for consumers.

Alternatives to Noncompetes

The Commission found that employers have several alternatives to noncompetes that still enable firms to protect their investments without having to enforce a noncompete.

Trade secret laws and non-disclosure agreements (NDAs) both provide employers with well-established means to protect proprietary and other sensitive information. Researchers estimate that over 95% of workers with a noncompete already have an NDA.

The Commission also finds that instead of using noncompetes to lock in workers, employers that wish to retain employees can compete on the merits for the worker’s labor services by improving wages and working conditions.

Changes from the NPRM

Under the final rule, existing noncompetes for senior executives can remain in force. Employers, however, are prohibited from entering into or enforcing new noncompetes with senior executives. The final rule defines senior executives as workers earning more than $151,164 annually and who are in policy-making positions.

Additionally, the Commission has eliminated a provision in the proposed rule that would have required employers to legally modify existing noncompetes by formally rescinding them. That change will help to streamline compliance.

Instead, under the final rule, employers will simply have to provide notice to workers bound to an existing noncompete that the noncompete agreement will not be enforced against them in the future. To aid employers’ compliance with this requirement, the Commission has included model language in the final rule that employers can use to communicate to workers. 

The Commission vote to approve the issuance of the final rule was 3-2 with Commissioners Melissa Holyoak and Andrew N. Ferguson voting no. Commissioners Rebecca Kelly Slaughter , Alvaro Bedoya , Melissa Holyoak and Andrew N. Ferguson each issued separate statements. Chair Lina M. Khan will issue a separate statement.

The final rule will become effective 120 days after publication in the Federal Register.

Once the rule is effective, market participants can report information about a suspected violation of the rule to the Bureau of Competition by emailing  [email protected] . 

The Federal Trade Commission develops policy initiatives on issues that affect competition, consumers, and the U.S. economy. The FTC will never demand money, make threats, tell you to transfer money, or promise you a prize. Follow the  FTC on social media , read  consumer alerts  and the  business blog , and  sign up to get the latest FTC news and alerts .

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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.

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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

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Goodbye to noncompete agreements? What the FTC ruling could mean for workers and businesses

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In a decision that could free millions of workers to quit jobs and join competitors or form their own companies, the Federal Trade Commission (FTC) voted Tuesday to ban noncompete agreements. These contracts, which are widespread throughout industries, prevent employees from leaving a company to join a competitor or from forming a competing firm of their own. 

About one in five American workers, from minimum wage employees to CEOs, are bound by noncompetes, according to the FTC. The new regulations, set to take effect in August, would lead to wage increases totaling $300 billion per year, the agency said.

In its ruling , the FTC cited research co-authored by Tony Tong , professor of strategy and entrepreneurship in the Leeds School of Business, which found that not only do noncompete agreements limit worker mobility, they can lead to economic concentration and reduced competition. On the flipside, banning noncompetes should increase innovation and entrepreneurship, since workers and ideas can more easily move among companies.

CU Boulder Today sat down with Tong, also the chair of Leeds’ Strategy, Entrepreneurship and Operations Division, to discuss the impact of the FTC’s decision on employees and businesses.

What does this ruling mean for workers?

It’s a big win, especially for workers who earn a lower salary but have signed noncompete agreements, because their mobility was unnecessarily restrained by such agreements. It’s important to bear in mind that noncompetes are not just used for the highest-paid executives; they’re used very broadly, even in Colorado, which has a relatively relaxed stance.

Unlike highly paid executives who have bargaining power when it comes to negotiating with employers, rank-and-file workers don’t have a lot of choices and often have to sign the agreement to maintain employment, especially after they've turned down other offers. A lot of employees don’t know that they need to sign one until after they’ve accepted a job offer and walked into the workplace the first day. And if you’re an average worker, you can’t walk away at that point.

There’s a small downside, though. When employers are able to enforce noncompete agreements, they should be more willing to invest in training and give employees the knowledge related to the company and the industry. Now they may be more reluctant to do that for new employees, for whom that kind of training is very important. The burden of receiving that training might be shifted a bit more to the employees themselves.

What will the impacts be for businesses?

Certain industries like finance and biotech will be especially unhappy because proprietary information or knowledge is key to their success. Larger firms also don't like it; they want their employees to be with them for a long time. Their argument is that noncompetes protect their proprietary information, and with enforceable noncompetes, they’re more willing to invest in employees.

The FTC’s counterargument is that larger firms could use other means to protect proprietary information like nondisclosure agreements, and every state has a trade secret law. You don’t need to go so far as limiting someone’s mobility to protect your proprietary information.

In general, though, banning noncompete agreements is good news for small businesses. It's much easier for them to hire new employees, and it’s good for entrepreneurship. Venture capital firms seem to be reacting positively because they invest in startups.

Your research explores how noncompete agreements affect the broader economy. What were your findings?

The research, which was led by a then-doctoral student at Leeds, Kenneth Younge (who was a faculty member at Purdue University’s Krannert School of Management when the paper was published), showed that when Michigan accidentally changed its law to enforce noncompetes, the rate of mergers and acquisitions increased.

Acquirers saw companies based in Michigan as more valuable in the short run, because these companies could “trap” their employees for some time. Mergers and acquisitions can lead to market concentration. However, related research also shows Michigan’s noncompete enforcement led many knowledge workers to move to other states later.

Looking ahead, what other outcomes are possible from this ruling? 

A lot of organizations are suing the FTC, like the U.S. Chamber of Commerce, but these suits could take a long time to get through the system.

When the ruling goes into effect, I anticipate seeing more employees switching jobs, though not a big surge. They will be less restrained for sure, but people move jobs for many reasons other than noncompetes. Companies, too, will be digesting and taking other measures to retain employees. They can do a lot of other things to protect proprietary information. And even if one or two employees leave, it’s not going to cause a lot of damage to the company unless the whole team is poached.

The FTC’s rule makes sense in my opinion. Noncompetes have often been used by companies strategically for reasons other than protecting proprietary information. And some companies are found to be abusing the use of noncompetes, for example by asking new recruits to sign these agreements only after they have accepted the job and turned down other offers; by using vague language in the agreements to cover unnecessarily broad terms; or by threatening to sue employees even if they leave for good reasons.

Also, at the end of the day, I don't think in our free economy you can limit people's movement. Employees have the right to seek a higher wage and move to the company they want to work for.

Overall, this is good news for seniors graduating from universities. Especially in a place like Colorado—we have a dynamic economy, and startups are emerging every day, creating a diverse set of opportunities young employees should take advantage of to get the experiences that will benefit their careers.

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F.T.C. Issues Ban on Worker Noncompete Clauses

The rule would prohibit companies from limiting their employees’ ability to work for rivals, a change that could increase competition and boost wages.

By J. Edward Moreno

The Federal Trade Commission on Tuesday said employers could no longer, in most cases, stop their employees from going to work for rival companies.

The sweeping action could help create jobs, raise wages and increase competition among businesses, the agency said. But the action is all but certain to be challenged in court by businesses that say they need to protect trade secrets and confidential information.

The move bars contracts known as noncompetes, which prevent workers from leaving for a competitor for a certain amount of time, in most circumstances. Noncompetes cover about 30 million U.S. workers, the trade commission said, in a variety of jobs that include TV news producers , hairdressers, corporate executives and computer engineers.

The commission has said the proposal would raise wages by forcing companies to compete harder for talent. It was approved in a 3-to-2 vote. Commissioners Melissa Holyoak and Andrew N. Ferguson, both Republicans, voted against the measure.

“The F.T.C.’s final rule to ban noncompetes will ensure Americans have the freedom to pursue a new job, start a new business or bring a new idea to market,” the commission’s chair, Lina M. Khan, said in a statement. She estimated the decision would lead to the creation of 8,500 start-ups in a year and up to $488 billion in increased wages for workers over the next decade.

President Biden celebrated the F.T.C.’s vote in a social media post . “Workers ought to have the right to choose who they want to work for,” he wrote on X.

But the U.S. Chamber of Commerce vowed to sue the F.T.C. to block the proposal, calling it “an unlawful power grab” in a statement shortly after the vote. The chamber, as well as the two dissenting commissioners, has argued that the F.T.C. doesn’t have the authority to address this issue and that it should be left to the states.

The agency voted more than a year after it first issued the proposed rule, in January 2023. It said it had received more than 20,000 comments from the public about the rule.

Employers have argued that noncompete contracts provide an incentive to invest in employees — because they ensure that the worker won’t leave to join a competitor. Unions, including the A.F.L.-C.I.O. and the Service Employees International Union, have supported the F.T.C.’s move.

The rule would become law 120 days after it is published in the Federal Register, which will probably happen in a few days. But legal challenges could delay or block the change.

Noncompete contracts affecting senior executives can remain in effect, the commission said, but employers are barred from trying to impose new noncompetes on any employee, including executives.

The new rule defines executives as employees “in policy-making positions” who make at least $151,164 annually. It orders employers to notify nonexecutive employees bound by an existing noncompete that it will no longer be enforceable.

Some states, including California and Oregon, have moved to restrict noncompetes on their own.

In December, Gov. Kathy Hochul of New York vetoed a bill that would have banned noncompetes in the state. She said the bill should have been narrower and apply only to low-wage workers. Wall Street staunchly opposed the legislation, which the State Legislature’s Democratic majority passed.

Workers in finance and professional services are the most likely to have noncompete contracts, at a rate of nearly 20 percent . Studies have shown that noncompetes suppress wages because switching jobs is the most efficient way workers can increase how much they make.

“This would be an immediate shock that would allow millions of workers to be free to take a better job in their industry,” said Evan Starr, an economics professor at the University of Maryland. “I would expect the labor market to increase almost overnight.”

Stefanie Camfield, an assistant general counsel at Engage PEO, a human resources consulting firm, said her clients had asked more about noncompetes in advance of the agency’s decision. While some of them use noncompetes to prevent workers from leaving for rival firms, she said, others struggle to hire workers bound by the same kind of agreements.

“We see the flip side of the coin as well,” Ms. Camfield said.

Joyce Smithey, a lawyer who represents workers in Maryland, said some of her clients had been pushed out of their industry because they worried about violating their noncompete contract. One, a female chief executive, left her industry to start a business out of fear of being sued by her deep-pocketed former employer.

“You sign these usually at the beginning of the relationship, when nobody is suspecting how bad it will become,” Ms. Smithey said.

Under Ms. Khan, the F.T.C. has taken a more aggressive stance toward regulating corporate America. It has tried to expand its role in proactively setting rules for businesses in addition to its work suing companies for legal violations. It has proposed new regulations to govern online and children’s privacy and ban hidden fees that are attached to consumer purchases.

In a separate action, the Department of Labor issued a final rule that will make millions more workers eligible for overtime pay. Workers making less than $58,656 will automatically be owed time and a half when the rule takes effect in January.

David McCabe contributed reporting.

J. Edward Moreno is a business reporter at The Times. More about J. Edward Moreno

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Money latest: The 'German classic' that's a healthier and cheaper alternative to crisps

Crisps are on the menu today as we see where you can make healthier choices for the best value. Elsewhere, the boss of Sainsbury's has insisted customers like self-checkouts - do you agree? Leave your thoughts in the box below.

Friday 26 April 2024 14:54, UK

• New research reveals cost of having children
• Sainsbury's boss insists customers like self-checkouts
• FTSE 100 hits another record high
• Halifax hikes mortgage rates - as entire market moves upwards

Essential reads

• Do smart meters actually save you money?
• How to buy the healthiest crisps
• The world of dark tourism - what is it, is it ethical and where can you go?
• Money Problem : I have a mortgage offer - will it change now rates are rising?
• Savings Guide : Why locking into fixed-rate bond could be wise move
• Cheap Eats : Michelin chef's secret lasagne tip - and expensive ingredient you shouldn't use

Ask a question or make a comment

Rishi Sunak has hailed the arrival of pay day with a reminder his government's additional National Insurance tax cut kicks in this month for the first time.

At last month's budget, the chancellor announced NI will be cut by a further 2p - so some workers will pay 8% of their earnings instead of the 12% if was before autumn.

The prime minister has repeated his claim this will be worth £900 for someone on the average UK salary.

While this additional cut - on top of the previous 2p cut in January - does equate to £900 for those on average full-time earnings of £35,000, there are two key issues with Mr Sunak's claim:

• Once the effect of all income tax changes since 2021 are taken into account, the Institute for Fiscal Studies reports an average earner will benefit from a tax cut of £340 - far less than £900;
• Moreover, anyone earning less than £26,000 or between £55,000-£131,000 will ultimately be worse off.

In short, this is because NI cuts are more than offset by other tax rises.

We explain below how this is the case...

Tax thresholds

This is partly down to tax thresholds - the amount you are allowed to earn before you start paying tax (and national insurance) and before you start paying the higher rate of tax - will remain frozen. 

This means people end up paying more tax than they otherwise would, when their pay rises with inflation but the thresholds don't keep up. 

This phenomenon is known as "fiscal drag" and it's often called a stealth tax because it's not as noticeable immediately in your pay packet.

That low threshold of £12,570 has been in place since April 2021. 

The Office for Budget Responsibility says if it had increased with inflation it would be set at £15,220 for 2024/25.

If that were the case, workers could earn an extra £2,650 tax-free each year.

Less give, more take

Sky News analysis shows someone on £16,000 a year will pay £607 more in total - equivalent to more than three months of average household spending on food. 

Their income level means national insurance savings are limited but they are paying 20% in income tax on an additional £2,650 of earnings.

In its analysis , the IFS states: "In aggregate the NICs cuts just serve to give back a portion of the money that is being taken away through other income tax and NICs changes - in particular, multi-year freezes to tax thresholds at a time of high inflation."

Overall, according to the institute, for every £1 given back to workers by the National Insurance cuts, £1.30 will have been taken away due to threshold changes between 2021 and 2024.

This rises to £1.90 in 2027.

The UK could face a shortage of cava due to a drought in the sparking wine's Spanish heartlands.

The Penedes area of Catalonia is dealing with its worst drought on record, with vineyards across the region so parched the roots of 30-year-old vines have died.

It's left shrivelled red and green grapes languishing under intense sun, fuelled by fossil-fuel driven climate change.

Cava is an increasingly popular drink in the UK, with 17.8 million bottles sold in 2023 - an increase of 5% from the previous year, when Britons stocked up on 16.8 million bottles, according to the Cava Regulatory Board.

That makes the UK the fourth-biggest buyer, behind only the US, Belgium and Germany.

Workforce slashed

The problems have been compounded after Catalonia-based cava producer Freixenet announced it will temporarily lay off 615 workers, almost 80% of its workforce.

Under Spanish law, companies facing exceptional circumstances can lay off staff or reduce working hours.

This measure is expected to take effect from May and it is not known how long it will last.

Price rises

One industry source told retail publication The Grocer  that cava shortages would push up prices "certainly for next year" if there isn't enough supply.

This could last for years if the drought persists, they added.

Consumer expert Helen Dewdney told MailOnline the staff cuts at Freixenet can only mean one thing - price rises.

However, she added, supermarkets say they are not experiencing any issues right now.

Parents are being hammered by rising childcare costs, according to a new study that suggests they may spend more than £160,000 raising their child to the age of 18.

Research by Hargreaves Lansdown has found that parents with children pay £6,969 a year more than couples without.

Over 18 years and assuming an annual inflation rate of 3%, that amounts to a whopping £163,175, the investment platform said.

Its study also found that parents were less likely to have money left at the end of the month.

Single parents carry the biggest burden, with the research suggesting they have just £85 left on average compared to £365 for couples with children.

Hargreaves Lansdown also found just 23% of single parents reported having enough emergency savings to cover at least three months' worth of essential expenses, compared to 63% of couples with children.

Parents are also at a slight disadvantage when it comes to pensions, the research found, with only 43% of couples with children on track for a moderate retirement income, compared to 47% without. Only 17% of single parents have a decent projected pension fund.

Sarah Coles, head of personal finance at the firm, said "having children is one of the most expensive decisions a person can make".

She adds that as a result of having a child, "financial resilience suffers across the board", and added: "For single parents, life is even tougher, and they face far lower resilience on almost every measure.

"It means we need all the help we can get."

By Daniel Binns, business reporter

One of the top stories shaking up the markets this morning is that UK-based mining company Anglo American has rejected a major $38.8bn (£31bn) takeover bid.

Details of the attempted buyout by Australian rival BHP emerged yesterday  - sending Anglo American shares soaring.

The deal would have created the world's biggest copper mining company - with the news coming as the price of the metal hit record highs this week.

However, Anglo American has now dismissed the proposal as "opportunistic" and said BHP had undervalued the company.

Anglo's shares are slightly down by 0.8% this morning - suggesting investors may not have given up hopes that a deal could eventually be agreed.

However, overall the FTSE 100 is up around 0.4% this morning, buoyed by strong reported earnings from US tech giants Microsoft and Google owner Alphabet.

It's helped the index, of the London Stock Exchange's 100 most valuable companies, hit yet another intraday (during the day) record of 8,136 points this morning.

The winning streak comes after a week of all-time highs on the index - including a record close of 8,078 points yesterday. The score is based on a calculation of the total value of the shares on the index.

Among the companies doing well this morning is NatWest - despite the bank reporting a fall in pre-tax profits of nearly 28% for the first quarter of the year.

Shares in the lender are up more than 3% after its results were better than expected by analysts.

On the currency markets, £1 buys $1.25 US or €1.16, almost on a par with yesterday.

Meanwhile, the price of a barrel of Brent crude oil has crept up slightly to $89 (£71).

Self-checkouts - they're like marmite, people seem to either love them or hate them.

But the boss of Sainsbury's has claimed that his customers do  enjoy using self-checkouts, despite criticism that that machines don't always provide the convenience promised.

Simon Roberts told The Telegraph that there are more of them in Sainsbury's stores "than a number of years ago" as shoppers like the "speedy checkout".

But despite this, he said there won't be a time when they'll replace cashiers completely.

"Over the last year, where we've put more self-checkouts in, we're always making sure that the traditional kind of belted checkout is there," he said.

His comments come after northern supermarket Booths ditched self-checkouts at all but two of its sites after customer feedback. 

Walmart and Costco in the US have also scaled back on the systems.

Let us know in the comments - do you love or hate self-checkouts?

We've all heard consumer advice that's repeated so often it almost becomes cliché. So, every Friday the Money team will get to the bottom of a different "fact" and decide whether it's a myth or must.

This week it is...

'Smart meters save you money'

For this one, we've enlisted the help of Dr Steve Buckley, also known as the Energy Doctor and head of data science at Loop...

So do smart meters help you save? 

"The short answer is both yes and no," Steve says.

"Installing a smart meter by itself won't magically reduce your energy consumption. But, by giving you easy access to your energy usage data, smart meters pave the way for savings that you couldn't achieve otherwise."

Before smart meters, most households only found out how much energy they had used when the bill arrived. 

By that stage it's too late to address wasteful usage, leading to what's known as "bill shock". 

"With a smart meter, you can see your usage and costs in real-time through an in-home display or an app provided by your supplier," Steve says. 

"This immediate feedback encourages you to use less energy. If you measure it, you can control it."

In 2022, the Department for Energy Security and Net Zero found that homes with smart meters used about 3.4% less electricity and 3% less gas. 

"This might not seem like a lot, but it adds up to a saving of over £50 per household annually," Steve says.  

If all homes in the UK made similar cuts, that would amount to savings of around £1.5bn and a potential reduction in CO2 emissions by about 2.7m tonnes each year. 

"Good for individual households but also great for the planet," Steve says. 

Smart meters are often installed at no extra cost to the consumer - it's effectively free data for households. 

Limitations

Smart meters are more or less what you make of them - a simple, free tool that allows you to see headline figures. 

However, "without detailed analysis, it's tough to identify and eliminate" where you could be wasting money, Steve says. 

Apps like Utrack, Loop and Hugo Energy can help you work out where you might be losing money by offering a more detailed breakdown if connected to your smart meter. 

Those tools are often free, but you may need to register your card details as proof of address. 

The tools give a number of useful insights, including looking at consumption in other households of similar size or monitoring where chunks of your money are going, such as to a faulty boiler or the "phantom load" (energy wasted by devices left on unnecessarily).

Myth or must?

Although smart meters alone don't reduce energy bills, they are a vital tool to help energy efficiency and cost savings. 

By Ollie Cooper, Money team

It can be hard to balance getting nutritious foods that make you feel good without spending a lot.

In this series, which ends today after digging into yoghurt, bread, pasta, fruit juice and plant-based milk, we've tried to find the healthiest options in the supermarket for the best value.

Sunna Van Kampen,  founder of  Tonic Health ,  who went viral on social media for reviewing food in the search of healthier choices, has given his input for the past six weeks.

And for the final part of the series, we're looking at the nation's favourite snack: crisps. 

The series does not aim to identify the outright healthiest option, but to help you get better nutritional value for as little money as possible.

We're a people obsessed: in the UK, we get through six billion packets of crisps a year.

Sunna has three easy tips for finding the tastiest options that are kinder to your body...

1. Understand the fat facts

"Typical crisps can be oil sponges and contain over 30% fat from low-quality vegetable oils that have been fried," Sunna says. 

"What we are on the lookout for those that buck the trend and stay away from the fat." 

So, he says, aim for crisps that contain less than 15% total fat.

2. Fibre up your snack time

"While crisps aren't exactly salad, some can offer more nutritional value than others," Sunna says.

"Check the labels for options that have more fibre or protein."

These help you feel fuller for longer and also keep your digestive system happy.

3. Portion control

"It's easy to demolish an entire bag in one sitting - however, many brands offer multipack bags that are portion-controlled, usually around 25g a bag," Sunna says.

Sticking to these helps to manage calorie intake and stops overindulging.

The big picture

"Small changes might not immediately seem like a lot but if you eat a bag a day with your lunch, we are talking about up to a whopping two litres of oil cut from your diet over the course of the year," Sunna says,

"This is not permission to eat crisps every day (enjoy as an occasional treat) but rather an indication of how small changes add up quickly overtime."

The good news is Sunna's recommendations are all similar in price to their popular, fattier rivals - so you don't need to make a bigger investment to reap some health benefits. 

We've included the prices for the brands' standard multipacks at Tesco - correct as of time of writing. 

Walkers Oven Baked - £1.95 for six-pack

"Around £1.95 for a pack of six, these crisps are baked, not fried, slashing the fat content to 13%, so a great option."

Popchips - £2.25 for five-pack

"These have just 13% fat content as they're popped rather than fried so are a great way to go reducing fat without compromising on the crunch."

And for some non-crisp options...

ProperCorn Popcorn - £2 for six-pack

Often described as "the healthier, lighter option", Sunna says ProperCorn "isn't actually the best option on the market for fat content at 17.4%".

That being said, you do get "double the fibre of standard crisps at 10.9g per 100g". 

At only £2 for a pack of six, it's well-priced, too.

Snack A Jacks - £2.20 for five-pack

"At only 8.3% fat per 100g, it's a great option at £2.20 for a pack of five."

Penn State Baked Pretzels - £1.50 for 175g bag

Now for Sunna's winner.

"The German classic is a great option at only 4.6% fat per 100g," he says.

One downfall is that they are not available in portioned bags, so be careful with the whole 175g bag for £1.50.

Want another option altogether?

"If you want to be even healthier, consider the switch to nuts, seeds or even dried cheese snacks," Sunna says.

"Higher in calories yes, but higher in good healthy fats too and are more satiating which will limit the chance of overeating."

The nutritionist's view -  from  Dr Laura Brown , senior lecturer in nutrition, food and health sciences at Teesside University...

"Baked instead of fried crisps is definitely a way forward as well as the popcorn suggestion," she says.

"We should also be aiming to look at the amount of protein and fibre found in products. For example, lentil and pea snacks are growing in popularity due to their higher protein and fibre values, so the focus should be more on looking for ingredients other than potatoes, oil and salt. 

"I also feel 'crisp' based snacks made in an air fryer are becoming more popular. These can include a wholemeal wrap with a small amount of oil added, and placed in the air fryer with paprika and other seasoning added for flavour. 

"Also, chickpeas in the air fryer make for a super delicious protein and fibre rich snack. They are cheaper than crisps and lower in fat since no oil has to be added."

Read more from this series... 

Halifax has become the latest major lender to up mortgage rates.

They are putting up a range of deals by 0.2%.

BM Solutions also announced increases today.

It follows similar moves by TSB, NatWest, Virgin, Barclays, Accord, Leeds Building Society, HSBC and Coventry last week.

Lenders are responding to swap rates - which dictate how much it costs to lend money - rising on the back of higher than expected US inflation data, and concerns this could delay interest rate cuts there. 

US trends often materialise elsewhere - though many economists are still expecting a base rate cut from 5.25% to 5% in the UK in June.

This is what average mortgage rates look like as of today...

Justin Moy, managing director of EHF Mortgages, told Newspage: "Yet more bad news for mortgage borrowers, as two of the biggest lenders announce increases to their fixed-rate products. 

"As mortgage rates creep up and past 5% even for those with the largest deposits, we seem to be lacking a clear strategy of the government or the Bank of England on how rates will eventually fall. 

"Even 2% inflation may not be enough to reverse the recent trends in rates."

Morrisons has launched two major changes for shoppers – with stores now offering travel money and trolleys featuring advertisements.

Announcing their bureau de change service, Morrisons said customers could exchange currencies in select stores or could place their money orders online at Morrisonstravelmoney.com.

Using the online service means customers can either click and collect their cash in certain Morrisons stores or at any of Eurochange's 240 branches. Alternatively, they can go for home delivery.

Services director at Morrisons, Jamie Winter, said the service "will provide our customers with easy access to a wide range of currencies at competitive exchange rates".

So far, stores in the following areas have travel money kiosks:

• Basingstoke

In other news, the supermarket chain rolled out a new trolley advertising across 300 stores in a partnership with Retail Media Group.

A sweetener used in drinks, sauces, savoury and sweet foods and chewing gum can cause serious damage to people's health, according to a new study.

Neotame, a "relatively new" sweetener, could damage the intestine by causing damage to healthy bacteria in the gut, according to the study, leading it to become diseased and attack the gut wall.

The study by Anglia Ruskin University (ARU), published in the journal Frontiers in Nutrition, found the negative effect of neotame "has the potential to influence a range of gut functions resulting in poor gut health", potentially impacting metabolic and inflammatory diseases, neuropathic pain, and neurological conditions.

The illnesses this could lead to include irritable bowel disease or insulin resistance.

Read the full story here ...

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Jobs market 'incredibly tight' despite rise in unemployment

Australia's headline unemployment rate increased slightly to 3.8 per cent in March, after employment fell by 7,000 people and unemployment rose by 21,000 people.

The small drop in employment led to the unemployment rate lifting 0.1 percentage points, up from 3.7 per cent in February.

However, a less noisy measure of unemployment gives a clearer picture of where the labour market's sitting.

Data shows the 'trend' unemployment rate remained steady in March — at 3.9 per cent — for the fifth month in a row, reflecting some underlying strength in the economy.

"Despite a small drop in employment, Australia's labour market remains incredibly tight," said Callam Pickering, APAC senior economist at global job site Indeed.

On Thursday, coinciding with the release of the March unemployment data, the Reserve Bank also published its latest edition of its quarterly Bulletin.

It had a special section  that explained how the RBA assesses "full employment."

It said RBA officials look at a range of indicators to understand how "tight" the labour market is and, together, those indicators suggested conditions were still tight in the labour market but had eased relative to when things were "very tight" in late 2022.

That message was displayed in the below graphic.

The graphic compared the latest observation of key labour market indicators (blue dots) with observations of recent extreme labour market tightness from October 2022 (orange dots) and more typical labour market outcomes since the year 2000 (grey bars).

"The easing in the labour market since late 2022 is most evident in measures that tend to be leading indicators, such as firms’ employment intentions," the RBA Bulletin said.

Labour market easing, but cost-of-living pressures still biting

On Thursday, ANZ senior economist Blair Chapman said it looked like the labour market had "resumed easing" in March.

But he said it could still be running "slightly hotter" than the RBA was forecasting a few months ago, and unemployment may have to increase faster in coming months for the RBA to meet its inflation target.

And that relative tightness in the labour market, coupled with high inflation and cost-of-living pressures, means conditions remain tricky for many businesses. 

Dr Corbin Barry, a Sydney dentist, says he's been finding it hard to recruit support staff who will stick around for the long term.

At the start of the year, Dr Barry had six employees at his newly-opened inner Sydney dental clinic — but now he's down to four.

"When I hired everyone at the practice, I was optimistic about what the future held for us as a small business," he said.

"What I found is that it's really hard getting people [patients] through the door because of the [cost-of-living] crisis at the moment."

Dr Barry said he'd noticed more patients were cutting back on dental treatment – treating it as a "discretionary" service during this high inflation environment.

Another challenge was giving his staff enough hours at work, and a sense of career progression.

"Even if they're working full time hours with me, I do find that they'll work an additional Saturday [elsewhere], for example, doing temporary work, to try and ensure that they can keep up with cost-of-living pressures," he said.

"When I wake up, my stress is, can I pay the staff this week? And how can I make sure that I can do that for the long term? Not 'what holiday am I going on in July?'," he said.

Wage growth to moderate

Gareth Aird, head of Australian economics at Commonwealth Bank, said the labour market was clearly loosening.

But he said it was only loosening at a "moderate" pace, which was at odds with the "very weak" growth in economic activity.

However, he said he expected unemployment to keep rising this year, and tipped the unemployment rate to hit 4.5 per cent by December.

"According to Seek, the number of applicants per job ad continues to march higher," he said in a note on Thursday.

"Applicants per job ad are up by 67.7 per cent over the year. Indeed, applications per job ad are a little over 50 per cent higher than pre-pandemic levels.

"This is a sign that the labour market has become increasingly competitive," he said.

Mr Aird said the increase in labour market competitiveness was weighing on growth in advertised salaries.

"According to Seek, advertised salaries rose by 0.2 per cent in February (the same as January) … these are the slowest monthly rates of growth since December 2021," he said.

"Again, this is consistent with a loosening labour market. And it will also help to moderate the pace of wages growth in 2024, which will assist with the disinflation process."

EY senior economist Paula Gadsby said she expected the March unemployment data to provide the beginnings of a clearer read on underlying labour market conditions.

She said shifts in seasonal patterns impacted the data in the first two months of this year.

"The labour market remained in good shape in March with the unemployment rate below 4 per cent, the employment-to-population ratio remaining close to record high levels, and an increase in hours worked," she said.

"A gradual easing in the strength of the labour market is still expected as higher interest rates continue to flow through the economy," she said.

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Egor Kozlov

Job market website.

PhD Candidate, Department of Economics

Contact Information

Department of Economics Northwestern University 2211 Campus Drive Evanston, IL 60208

Phone: 312-804-7500

[email protected]

My personal webpage

Ph.D., Economics, Northwestern University, 2021 (expected) MA, Economics, New Economic School (NES), Moscow, 2015 BA, Economics, Higher School of Economics (HSE), Moscow, 2013

Primary Fields of Specialization

Labor Economics, Macroeconomics, Family Economics

Secondary Fields of Specialization

Econometrics, Industrial Organization

Curriculum Vitae

Download Vita (PDF)

Job Market Paper

“The Economics of Shotgun Marriage” Download Job Market Paper (PDF)

Many couples marry either just before or soon after they have their first child. I show that married couples who have the first child before or in the year of marriage (kids-first) divorce around twice more often than those having their first kids in the year following their marriage or later (marriage-first). Various well-known determinants of divorce do not explain this difference. I show that this finding is consistent with a simple setup where people choose whether to marry based on their potential relationship quality. Unplanned pregnancies can affect their decisions as women face a risk of raising the child alone. I build and estimate a lifecycle model replicating the difference in divorce rates and use it for policy analysis. First, promoting marriage results in higher divorce rates and lower welfare, and marriage rates themselves respond little to monetary incentives. Second, forcing fathers to pay child support has a mild impact on couples’ marriage and divorce decisions, although it incentivizes more women to be single mothers. Third, policies that improve people’s ability to control their fertility result in better marriages, less divorce, and higher welfare.

Other Research Papers

“ (Changing) Marriage and Cohabitation Patterns in the US: Do Divorce Laws Matter? ”, joint with Fabio Blasutto, draft here

What is the role of unilateral divorce for the rise of unmarried cohabitation? Exploiting the staggered introduction of unilateral divorce across the US states, we show that after the reform singles become more likely to cohabit than to marry, and newly formed cohabitations last longer. To understand the mechanisms underlying these facts, we build a life-cycle model with partnership choice, endogenous divorce/breakup, female labor force participation, and saving decisions. Structural estimation that matches the empirical findings suggests that unilateral divorce decreases marriage gains stemming from cooperation and risk-sharing. This makes cohabitation preferred to couples that would have likely faced a divorce, which is more expensive than breaking up. As cohabiting couples formed after the reform are better matched, the average length of cohabitations increases by 27%. Consistent with data, the rise of cohabitation is larger in states that impose an equal division of property as men, fearing to lose most of their assets upon divorce, convince women to cohabit in exchange for more household resources. A counterfactual experiment reveals that the time spent cohabiting would have been halved if the divorce laws had never changed.

“Fighting the Biology: Reproductive Technologies and Female Labor Supply” , work in progress

Graduate:  Econometrics, Microeconomics

Undergraduate: Labor Economics, Public Economics, Economics of Gender, Introduction to Economics

Prof. Matthias Doepke (Committee Chair) Prof. Martí Mestieri Prof. Alessandra Voena

Copyright © 2024 Egor Kozlov

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El Paso Economic Indicators

April 25, 2024

El Paso job growth in March fell, while the unemployment rate remained the same. In addition, wages fell, and U.S. industrial production grew. Auto production increased, but sales decreased.

Business-cycle index

Leisure and hospitality sees large employment gains.

The El Paso Business-Cycle Index edged up 0.2 points from February to March (Chart 1 ) . The index was up 3.6 percent from March 2023.

Labor market

Job growth falls.

El Paso employment dipped 1.3 percent (-373 jobs) from February to March ( Chart 2 ). Job losses were greatest in government (-314 jobs) and trade, transportation and utilities (-152 jobs). The largest gains were in leisure and hospitality (187 jobs).

So far in 2024, total nonfarm employment contracted 0.2 percent (-198 jobs). Other services added the most jobs on net (173 jobs), followed by leisure and hospitality (159 jobs) and information (158 jobs). Construction and mining contracted the most (-246 jobs), followed by education and health services (-232 jobs). El Paso’s job growth in 2024 is below the state’s 4.3 percent and the nation’s 2.1 percent.

Unemployment rate holds steady

El Paso’s unemployment rate stayed at 4.4 percent in March ( Chart 3 ). This was higher than the rates for both the state at 3.9 percent and the nation at 3.8 percent. Historically, from 2000 to 2024, El Paso’s unemployment rate has been 21.8 percent higher than Texas’ on average and 19.3 percent higher than the U.S’.

Wage growth ticks down from last year

El Paso’s average hourly wages were $22.95 in March, a 0.7 percent decrease from March 2023 ( Chart 4 ). While year-over-year growth on average was above 8.0 percent during first quarter 2023, wage growth has slowed as the labor market has cooled locally, and year over year, it declined to zero in first quarter 2024. Meanwhile, March’s average hourly wages were higher in Texas and the nation at $32.64 and $34.69, respectively.

Industrial production and maquiladora-related activities

The monthly U.S. industrial production (IP) index grew 0.4 percent in March but was down 0.3 percent from the previous year ( Chart 5 ). The Institute for Supply Management Index increased 2.5 percent in February, up to 50.3. Meanwhile, Mexico’s IP index was down 0.1 percent in February but grew 1.5 percent from February 2023.

U.S. monthly auto production increased an annualized 596,200 units in March, while sales fell an annualized 208,000 units. Production was up 16.3 percent from March 2023, and sales were up 3.7 percent. Industrial and auto activity are closely linked to the El Paso area economy because of cross-border manufacturing relationships. Roughly half of the maquiladoras in Juárez, Mexico, are auto related.

NOTE: Data may not match previously published numbers due to revisions. The El Paso metropolitan statistical area includes El Paso and Hudspeth counties.

About El Paso Economic Indicators

Questions or suggestions can be addressed to Isabel Dhillon at [email protected] . El Paso Economic Indicators is published every month after state and metro employment data are released.