market research manager career path

What is a Market Research Manager?

Learn about the role of Market Research Manager, what they do on a daily basis, and what it's like to be one.

• What is a Market Research Manager
• How to Become
• Certifications
• Tools & Software
• LinkedIn Guide
• Interview Questions
• Work-Life Balance
• Professional Goals
• Resume Examples
• Cover Letter Examples

Start Your Market Research Manager Career with Teal

Definition of a Market Research Manager

What does a market research manager do, key responsibilities of a market research manager.

• Developing research objectives and designing survey methodologies and questionnaires
• Identifying target demographics and determining the most effective means of reaching them
• Managing and overseeing the collection, analysis, and interpretation of market data
• Leading a team of analysts and researchers, providing guidance and expertise
• Collaborating with cross-functional teams, including marketing, product development, and sales, to integrate research findings into business strategies
• Presenting insights and recommendations to senior management to guide business decisions
• Monitoring and forecasting market trends to identify potential opportunities and threats
• Evaluating the effectiveness of marketing campaigns and strategies
• Ensuring the accuracy and validity of data and research findings
• Staying abreast of industry changes, technological advancements, and best practices in market research
• Managing the market research budget and ensuring projects are delivered on time and within financial constraints
• Building and maintaining relationships with external research agencies and vendors when necessary

Day to Day Activities for Market Research Manager at Different Levels

Daily responsibilities for entry level market research managers.

• Assisting with the design and implementation of research studies
• Collecting data through surveys, focus groups, and other research methods
• Performing basic data analysis and interpretation
• Preparing reports and presentations with research findings
• Coordinating with vendors and research participants
• Learning about different market research techniques and software

Daily Responsibilities for Mid Level Market Research Managers

• Developing research proposals and defining objectives
• Overseeing the execution of research projects from start to finish
• Managing a team of researchers and analysts
• Interpreting complex data sets and synthesizing findings
• Communicating insights and recommendations to stakeholders
• Ensuring research practices adhere to industry standards and ethics

Daily Responsibilities for Senior Market Research Managers

• Leading the development of comprehensive market research strategies
• Advising on product development and marketing strategies based on research insights
• Building relationships with key stakeholders and influencing business decisions
• Identifying new market opportunities and assessing potential risks
• Championing the integration of market research findings into organizational planning
• Mentoring and developing talent within the market research team

Types of Market Research Managers

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How To Become a Market Research Manager in 2024

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How to Become a Market Research Manager

Step 1: Understand the job description and responsibilities of a Market Research Manager

What does a market research manager do.

A Market Research Manager manages market research efforts for the organization. Sets policies and practices for gathering research on market conditions, competitors and consumer trends. Being a Market Research Manager analyzes and presents gathered research to sales, research and development, and management. Requires a bachelor's degree in area of specialty. Additionally, Market Research Manager typically reports to a head of a unit/department. The Market Research Manager manages subordinate staff in the day-to-day performance of their jobs. True first level manager. Ensures that project/department milestones/goals are met and adhering to approved budgets. Has full authority for personnel actions. Extensive knowledge of department processes. To be a Market Research Manager typically requires 5 years experience in the related area as an individual contributor. 1 to 3 years supervisory experience may be required.

Market research managers give advertising directors focus, and help lead successful marketing efforts.

Market research managers help teams to define the goals of a product or service, and allow marketers to see how those goals fit into the bigger picture of the marketplace.

They head up teams of both qualitative and quantitative researchers, gathering information about a market segment and reporting that data to creative marketing managers.

In this case, the manager might be responsible for assembling a large cross section of the population who can watch the ad to determine whether it conveys a good message about the brand or to determine whether it entices them to purchase the product.

A market research manager who works for a television network may also assemble focus groups to determine whether a pilot show receives laughs and good reviews or whether the market as a whole will respond poorly to it.

Step 2: Learn best tips to become a Market Research Manager

Best tips for those who want to become a market research manager.

Here are some tips to become a Market Research Manager.

Use a balance of qualitative and quantitative information.

Comprehend secondary information sources effectively.

Seek continuous learning, self education, and networking opportunities.

Choose visuals over text to present your foreign market research.

Choose Quantitative or Qualitative Data or Both.

Step 3: View best colleges and universities for Market Research Manager

Best colleges and universities for market research manager.

• Butler University
• Carroll College
• Cooper Union
• High Point University
• Princeton University
• Providence College

Step 4: Think about whether is it worth to be a Market Research Manager

Is being a market research manager worth it.

Were growing, and we encourage you to apply! Apples WW Product Marketing team is looking for a leader with vision in market Research to support the insights needs of our key B2B verticals.

This position will own the consumer research and analytics practice and lead all aspects of the design, strategy, implementation and communication in.

Using current and new data sources and techniques, you will lead data reporting for Market Research that drives brand/product performance and potential.

You have 10+ years of experience leading consumer and market research, delivering insights, and optimizing across a wide variety of product categories and developing businesses.

You have a multidisciplinary background in insights across the complex spectrum of hybrid qualitative and quantitative research including new methodologies such as AI.

Step 5: Prepare relevant skills for being a Market Research Manager

What skills do you need to be a market research manager.

A manager is often judged based on the success of their team and those working below them, as such, many skills are needed.  Success in this role depends on a critical ability in the following: Competitor Analysis, Market Analysis, Market Research.  Experience in the following is fundamental to this role: General Data Analysis Software.  Skills may vary from job-to-job, but these skills are the ones most commonly associated with this role.

Market research managers are highly analytical, and have developed research skills for a number of years in lower level positions.

5+ years of relevant work experience within market research.

Have a proven ability and expertise in insight generation with over 5 years’ experience in market research (preferably with agency experience).

Experience of designing and running research programs, including web-based questionnaires (ConfirmIT experience particularly advantageous) and undertaking analysis.

At least 5 years’ relevant experience working in lower level or similar positions in applied market research or customer insights roles including at least 1 years’ experience at the Manager level.

Step 6: View average salary for Market Research Manager

How much does a market research manager make.

The average salary range for a Market Research Manager is from $113,669 to $139,818. The salary will change depending on your location, job level, experience, education, and skills.

Average salary for Market Research Manager jobs

• Market Research Supervisor
• Market Research Analyst I
• Market Research Analyst II
• Market Research Analyst III
• Entry Market Research Analyst
• Intermediate Market Research Analyst
• Senior Market Research Analyst

Step 7: Find relevant Market Research Manager jobs, and apply.

Looking for market research manager jobs.

Here are some Market Research Manager jobs in the United States.

Step 8: Explore Career Path of Market Research Manager

CAREER PATHWAYS

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How to Become a Market Research Analyst

By Alyciah Beavers

Published: March 19, 2024

In today’s ever-evolving business landscape, organizations strive to make informed decisions that will propel them toward success, and this is where a market research analyst role is crucial. The career suits anyone who wants to become a master of data, a sleuth of consumer behavior, and a guardian of market insights. Read on to understand what is a market research analyst and if this career might be the right choice for you.

Career Summary

Market research analyst salary.

Here is a general trajectory of market research analyst salary, according to Glassdoor.com :

• Entry Salary (US$56k)
• Median Salary (US$71k)
• Executive Salary (US$100k)

To put this into perspective, the annual average wage for all occupations in the US is $61,900 . This means that, based on your level, you can make some excellent cash as a market research analyst.

Market Research Analyst Job Description

So, what does a market research analyst do? A market research analyst collects, analyzes, and interprets data to provide insights and recommendations on market trends and consumer behavior to a business . Their main objective is to help businesses make informed decisions regarding their products, services, and marketing strategies. Additionally, a market research analyst conducts market analysis and assists companies in understanding the products people want and how to price them.

Market Research Analyst Career Progression

• Entry-Level Analyst: It is the starting point for most market research analysts. At this stage, your roles involve assisting more senior analysts in conducting research, collecting data, and analyzing market trends. Your role also entails preparing reports and presentations.
• Research Analyst: You have more independence and take on greater responsibility for designing research methodologies, managing data collection, and conducting analysis.
• Senior Analyst: You have a deeper understanding of market research methodologies, advanced analytical techniques, and industry-specific knowledge.
• Supervisor: Here, your role involves overseeing multiple research projects, managing a team of analysts, and contributing to high-level decision-making. You are responsible for resource allocation, project planning, and client management.
• Head of Market Research: You are responsible for shaping the overall research strategy, guiding the research team, and collaborating with senior executives to align research efforts with business goals. You are also involved in budgeting, business development, and fostering relationships with clients and stakeholders.

• It simulates intellectual intelligence, where you develop your critical and problem-solving skills.
• It gives you the proper industry exposure since you work with clients from diverse industries.
• The career offers continuous learning opportunities since market research is a rapidly evolving field.
• As a marketing analyst, you can comfortably tackle complex business problems.
• It offers a collaborative environment where you work as a team with other people, such as marketing professionals, statisticians, data scientists, and business executives.
• Some tasks are monotonous as they involve collecting and analyzing large amounts of data, which can sometimes be tedious.
• Market research often operates on tight deadlines, requiring analysts to work under pressure to meet project timelines.
• At times there is limited creativity, whereby some analysts may feel constrained when developing innovative solutions or exploring unconventional approaches.
• The industry is competitive, so analysts need to stay updated constantly on the trends and consumer behaviors.
• There is a lot of data overload, which is overwhelming and challenging to navigate.

Useful Skills to Have As a Market Research Analyst

As a market research analyst, several useful skills can enhance your abilities and contribute to your success in the field, including:

• Research and Analytical Skills
• Data Interpretation and Statistical Analysis
• Critical Thinking Skills
• Strong Communication Skills
• Problem-Solving Abilities
• Technological Proficiency

Popular Market Research Analyst Specialties

Market research analysts specialize in various areas depending on the industry and the specific needs of their clients or employers.

There are some popular specialties within the field of market research analysis:

• Consumer Behavior
• Market Segmentation
• Competitive Analysis
• Brand Research
• Product Development
• Market Trend Analysis

How to become a Market Research Analyst

The right way to become a market research analyst is through education, relevant work experience, and specific skills. While the exact path can vary depending on individual circumstances, here are some common steps to help you pursue a career in market research analysis.

Obtain a Degree in a Relevant Field

Do i need a degree to become a market research analyst.

While having a degree is not always a strict requirement to become a market research analyst, it can significantly enhance your prospects and competitiveness in the job market. Many employers prefer candidates with a bachelor’s degree, particularly in fields such as market research, business administration, statistics, economics, or social sciences .

Why Is It Important to Get A Degree In Market Research or a Related Field?

While it’s not always a strict requirement, obtaining a degree offers numerous advantages. A relevant degree equips you with the foundational knowledge and analytical skills necessary for market research analysis, as well as the skills to analyze complex data sets, use statistical tools and software, and derive meaningful conclusions.

A degree program can provide a comprehensive understanding of research methodologies, statistical analysis, consumer behavior, data interpretation, and marketing principles. These skills are essential for conducting adequate market research and making informed decisions based on the collected data.

Furthermore, some employers may specifically request a degree or prefer candidates with higher qualifications for specific positions or in highly competitive job markets.

Additionally, having a degree can serve as evidence of your commitment, discipline, and ability to acquire and apply knowledge, which can be valuable to potential employers.

How Long Does It Take To Get A Degree?

The duration of a degree program in market research analysis can vary depending on several factors, including the degree level and the educational institution’s structure:

• Associate’s Degree: An associate’s degree generally takes around two years to complete . This program provides a foundational understanding of market research principles and techniques.
• Bachelor’s Degree: A bachelor’s degree typically requires four years of full-time study . Students delve deeper into market research methodologies, data analysis, and related business courses during this program.
• Master’s Degree: Pursuing a master’s degree in market research takes two years beyond the bachelor’s degree . This program focuses on advanced research techniques, data analysis, consumer behavior, and marketing strategy.
• Doctoral Degree: A Ph.D. or doctoral degree in market research analysis can take an additional four to six years of study beyond the master’s degree . The programs emphasize research, theory development, and advanced methodologies. These degrees are more suited for individuals interested in academic or research-oriented careers.

How Much Does It Cost to Study Market Research Analysis at University?

The cost of studying market research analysis at a university can vary widely depending on factors such as the country, the specific university, the level of study, undergraduate or postgraduate. Additionally, tuition fees can change over time, so it’s essential to check with the specific university or college for the most accurate and up-to-date information. Here is a breakdown as of 2022:

• Undergraduate marketing research program tuition for an in-state student is US$12,020, while an out-of-state student pays US$28,345.
• A graduate market research in-state student pays US$13,864, while an out-of-state student pays US$24,560.

Can I become a Market Research Analyst Through Online Education?

Yes, online education makes it possible to become a market research analyst . The web offers numerous resources and programs in multiple fields, including market research, with flexible learning hours.

Look for accredited online courses, certificate programs , or degree programs in market research, marketing, business, statistics, or related fields. Ensure that the program you choose is from a reputable institution.

Gain Practical Experience

Practical experience complements theoretical knowledge and helps you demonstrate your skills and abilities to potential employers. Seeking opportunities to apply your knowledge and skills in realistic settings and continuously striving to expand your expertise through hands-on experience in market research is the only way to go. Some ways involve volunteering and interning in different corporations to gain hands-on experience.

What are Internship Opportunities for A Market Research Analyst?

As a market research analyst, several internship opportunities are available to gain practical experience and develop your skills.

Here are some potential avenues to explore:

• Market Research Firms: Many market research companies offer internship programs tailored explicitly for aspiring analysts. These firms research for various clients and industries, exposing interns to multiple projects and methodologies.
• Corporate Internships: Numerous companies, especially larger ones, have in-house market research departments. These organizations often offer internships to support their research activities, allowing you to work directly with their marketing teams and gain industry-specific insights.
• Advertising and Marketing Agencies: Advertising and marketing agencies frequently require market research to inform their strategies and campaigns. Interning with such agencies can expose you to diverse projects and clients, enhancing your understanding of how research drives marketing decisions.
• Technology Companies: Tech companies, particularly those involved in data analytics and consumer insights, often offer internships for market research analysts. These opportunities can provide exposure to innovative tools, techniques, and datasets, allowing you to develop skills in the intersection of technology and market research.
• Consulting Firms: Consulting firms may have market research divisions or projects to which interns can contribute. These firms work with clients to provide strategic advice; market research is critical to their decision-making processes.
• Government Agencies: Government agencies often conduct market research to inform policy decisions, public campaigns, and program evaluations. Interning with a government agency can provide insights into the unique challenges and considerations of conducting research within the public sector.

To find internship opportunities , consider exploring online job boards, company websites, and professional networking platforms and contacting your university’s career services department. Networking with professionals in the field, attending industry events, and joining relevant market research associations or groups can also help you discover internship opportunities.

What Skills Will I Learn As A Market Research Analyst?

As a market research analyst, you will develop various skills to effectively gather, analyze, and interpret data to support business decision-making.

Here are some essential skills you can expect to learn and enhance in this role:

• Research Design: You will learn how to design research studies and formulate appropriate research questions and objectives.
• Data Collection: You will acquire skills in collecting data through surveys, interviews, focus groups, and observational studies. This includes developing questionnaires, conducting interviews, and managing data collection processes.
• Data Analysis: You will gain proficiency in analyzing data using statistical techniques, data visualization tools, and software packages like Excel, SPSS , or R . This involves interpreting quantitative and qualitative data, identifying patterns and trends, and drawing meaningful insights.
• Market Analysis: You will learn to assess market trends, customer behavior, and competitive landscapes. This includes conducting competitor analyses, market segmentation, and identifying target markets.
• Report Writing: You will develop strong written communication skills to effectively communicate research findings and insights through reports, presentations, and visualizations. This involves summarizing complex data into clear and actionable recommendations.
• Critical Thinking: You will enhance your ability to think critically and analytically, evaluate research methodologies, assess data quality, and identify potential biases or limitations in research findings.
• Problem-Solving: As a market research analyst, you will learn to identify business problems, formulate research objectives, and develop strategic solutions based on data-driven insights.
• Collaboration: You will develop teamwork and collaboration skills, as market research often involves working with cross-functional teams, stakeholders, and clients to understand their needs and deliver actionable results.
• Technology and Tools: You will become proficient in utilizing market research tools, software, and technologies to enhance data collection, analysis, and reporting. This may include data analytics platforms, survey software, CRM systems , and visualization tools.
• Industry Knowledge: You will gain deep knowledge and understanding of the industry or market you are researching, including key trends, regulations, and emerging opportunities.

What are Some Web Resources to Learn Skills to Become a Market Research Analyst?

Several web resources can help you acquire the necessary knowledge and skills.

Here are some useful platforms and websites you can explore:

• MarketResearch.com : This website offers various market research reports and articles covering multiple industries. It can help you understand different research methodologies, industry trends, and analysis techniques.
• GreenBook : GreenBook provides a platform for market research professionals and offers industry news, reports, webinars, and online resources. It covers topics such as research techniques, data analysis, and emerging trends in the field.
• American Marketing Association (AMA) : The AMA website provides valuable resources and tools for marketers, including market research-related content. It offers articles, white papers, webinars, and events that enhance your understanding of market research concepts and practices.
• Research Association (ESOMAR) : ESOMAR is a global association for market, opinion, and social research professionals. Their website offers a comprehensive library of resources, including industry reports, webinars, and guidelines for conducting market research.
• Quirks : Quirks is a website that offers market research articles, case studies, and industry news. It covers various topics like survey design, data analysis, and emerging methodologies. They also have a directory of market research vendors and services.
• Research World : Research World is an online publication covering recent trends and developments in the market research industry. It provides articles, case studies, and insights from industry experts, which can be valuable for learning and staying updated.

Obtain Certifications

Consider pursuing additional certifications or courses in market research, data analysis, or relevant areas to enhance your knowledge and marketability.  While there is no single universal certification for market research analysts, several reputable organizations offer certifications that can enhance your credentials.

Some popular certifications include:  

• Certified Market Research Professional (CMRP) : This is a widely recognized certification that demonstrates a market research analyst’s expertise in research methodologies, ethics, and data analysis. It signifies a commitment to high professional standards and best practices in the field. Earning the CMRP can enhance your credibility, increase your chances of landing job opportunities, and potentially lead to higher earning potential.
• Professional Researcher Certification (PRC) : The PRC certification validates a market researcher’s knowledge, skills, and ethical practices. It covers a broad range of market research topics, including research design, data collection, analysis, and reporting. Holding the PRC designation demonstrates your commitment to professional excellence and adherence to industry standards.
• Google Analytics Individual Qualification (GAIQ) : While not specific to market research, the GAIQ certification is highly relevant for market research analysts who deal with website data and analytics. It showcases proficiency in using Google Analytics, a widely used tool for analyzing website traffic and user behavior. GAIQ certification can be valuable in demonstrating your ability to interpret web data, track consumer interactions, and optimize online marketing strategies.

It’s important to note that, to take the exam and become certified, you must meet eligibility requirements. Some might require a bachelor’s degree in a relevant field such as marketing, business, or statistics and a specific number of years of experience working in market research or a related area.

What’s the Career Outlook for Market Research Analysts?

As of 2021, the career outlook for market research analysts is generally positive, and the field will continue to experience steady growth. Researchers estimate that there will be a 19% growth from 2021 to 2031, which is way faster than any other occupation.

However, please note that economic and industry trends can change over time, so it’s always a good idea to consult up-to-date sources and labor market data for the most accurate information.

Some of the factors contributing to the positive career outlook for market research analysts include:

• Increasing Demand: With the rise of technology and data-driven decision-making, there is a growing need for skilled professionals who can interpret and analyze market data. Businesses across various industries rely on market research to gain a competitive edge, expand their customer base, and identify new market opportunities.
• Globalization and International Markets: As companies expand their operations globally, understanding diverse markets and consumer behaviors becomes crucial. Market research analysts with expertise in international markets and cultural nuances can offer valuable insights and are in high demand.
• Emphasis on Data-Driven Decision-Making: Organizations increasingly rely on data to drive their strategies in today’s data-driven business landscape. Companies seek market research analysts who can effectively collect, analyze, and interpret data using advanced analytical tools and techniques.
• Technological Advancements: Advancements in technology, such as big data analytics, artificial intelligence, and machine learning, are revolutionizing the field of market research. Professionals who can adapt to these technological changes and utilize them to extract actionable insights will likely have strong career prospects.

What Are The Job Opportunities Of A Market Research Analyst?

Market research analysts have a wide range of job opportunities across various industries. Their primary responsibility is to gather and analyze data to help organizations make informed business decisions.

Luckily, there are many other job opportunities within the field of market research analysis that a market research analyst can do:

• Market Research Analyst: This is the primary role of a market research analyst where they collect and analyze data to identify market trends, consumer behavior, and competitive landscape. They design surveys, conduct interviews, and use statistical techniques to interpret the data and generate actionable insights for decision-making.
• Market Intelligence Specialist: In this role, you would focus on gathering and analyzing data related to the industry, competitors, and market conditions. You would monitor market trends, track competitor activities, and provide strategic recommendations to support business development, product positioning, and market entry strategies.
• Consumer Insights Analyst: As a consumer insights analyst, you would delve into understanding consumer behavior, preferences, and attitudes. You would employ various research methods such as surveys, focus groups, and interviews to gather data and then analyze it to uncover consumer insights. These insights help companies develop effective marketing strategies and refine product offerings.
• Data Analyst : Data analysis is an essential aspect of market research, and as a data analyst, you would specialize in processing, organizing, and interpreting large datasets. You would use statistical techniques, data mining, and visualization tools to extract meaningful patterns and trends. Your findings would assist in making informed business decisions and optimizing marketing campaigns.
• Market Research Consultant: In a consulting role, you would work with clients from different industries to provide expert market research guidance. You would conduct comprehensive market studies, assess competitive landscapes, and deliver strategic recommendations based on your analysis. Consultants often work on a project basis and collaborate closely with clients to address specific business challenges.
• Brand Strategist: Brand strategists combine market research insights with creative thinking to develop and implement effective branding strategies. You would analyze consumer perceptions, market positioning, and competitive landscape to define brand identities, messaging, and marketing campaigns that resonate with target audiences.

What Type Of Companies Hire A Market Research Analyst?

Market research analysts are in demand across various industries and sectors.

Some of the companies that hire market research analysts include:

• Market Research Firms: These specialized firms conduct market research for clients across different industries.
• Consumer Goods Companies: Companies that produce and sell consumer goods often employ market research analysts to gather insights on consumer preferences, market trends, and product performance.
• Technology Companies: Technology companies, especially those involved in software development, electronics, and telecommunications, rely on market research analysts to understand customer needs, evaluate competition, and assess market potential.
• Healthcare and Pharmaceutical Companies: These companies require market research analysts to study patient demographics, evaluate the efficacy of drugs, analyze healthcare trends, and assess market opportunities.
• Financial Institutions: Banks, insurance companies, and investment firms hire market research analysts to analyze market trends, identify investment opportunities, and assess customer preferences.
• Advertising and Marketing Agencies: Agencies that offer advertising, branding, and marketing services often have market research analysts on their teams to provide insights for developing effective strategies and campaigns.
• Retail Companies: Retailers employ market research analysts to understand consumer behavior, analyze purchasing patterns, and identify market opportunities.
• Media and Entertainment Companies: Media companies, including television networks, film studios, and streaming platforms, use market research analysts to understand audience preferences, gauge viewership, and identify potential content opportunities.

What Is The Work-Life Balance Of A Market Research Analyst?

A market research analyst’s work-life balance can vary depending on company culture , industry, workload, and personal preferences. Generally, market research analysts strive to maintain a balanced lifestyle, but the actual balance achieved can differ from person to person.

The working hours of market research analysts involve standard office hours, 9 am to 5 pm, or similar. However, there may be times when they need to perform additional hours to meet project deadlines or during busy periods. Therefore, this affects how these individuals maintain their work and social life.

However, there is also a lot of flexibility in this job. Depending on the company and specific job requirements, market research analysts may have some flexibility in their work arrangements. This could include options for remote work , flexible schedules, or compressed work weeks. Flexibility can contribute positively to achieving a better work-life balance.

The workload varies based on the organization’s demands and the projects involved at different quarters of the year. There may be periods with high-intensity work where you should meet the deadlines, which could affect your work-life balance. However, there may also be quieter periods with a more manageable workload. Balancing workload, managing deadlines, and effectively communicating with stakeholders can help alleviate stress and improve work-life balance.

Personal factors such as individual preferences, commitments, and priorities significantly affect work-life balance. Some market research analysts may prioritize their personal lives, hobbies, or family time more, while others may focus more on their careers. Individuals must assess and prioritize their needs to achieve the desired work-life balance.

Ultimately, achieving a good work-life balance as a market research analyst involves finding a suitable position with a supportive company culture, managing workload and stress effectively, and establishing personal boundaries to ensure time for personal life outside of work.

Should I become a Market Research Analyst?

If you have a passion for market research, understanding market trends, and delving into the factors that influence consumers’ life decisions, this is the perfect career for you. It’s important to make an informed decision based on your interests, skills, and long-term goals. Notably, there will be over 99,800 job openings for market research analysts each year for the next decade leading to this job increase. Therefore, if you’re looking to invest in a promising career for the future, this is the ideal path to pursue.

Careers Related to Market Research Analyst

• Business Analyst
• Data Analyst
• Marketing Manager
• Product Manager
• Sales Manager

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business.wfu.edu Masters in Business Analytics Online Articles Market Research Analyst Career Guide

• Market Research Analyst Career Guide

Published 05/07/2021

The career outlook for market research analysts is bright. Employment of market research analysts is projected to grow 18% from through most of this decade, much faster than the average for all occupations, according to the  U.S. Bureau of Labor Statistics . As industries across the globe increasingly rely on data and research to make important business decisions, the need for people to analyze and make sense of such data will grow.

Are you exploring a career in market research? This guide explains what a market research analyst is, how to become one, what types of market research exist, and more.

What Is a Market Research Analyst?

Market research analysts study market conditions to gauge potential sales of a product or service. They help companies understand which products to market, what prices to set, and who their ideal target audience is. While all industries use market research to some extent, industries that rely most heavily on it include retail, pharmaceuticals, and manufacturing.

Related job titles in this field include, according to  ONET :

• Business development specialist
• Communications specialist
• Demographic analyst
• Market analyst
• Market research analyst
• Market research consultant
• Market research specialist
• Market researcher

Top market research firms include Nielsen, QuintilesIMS, Kantar, IRI, Ispos, Westat, and The NPD Group.

What Does a Market Research Analyst Do?

A market research analyst researches conditions in local, regional, national, or online markets, and then sorts through this data to determine the potential sales of a product or service—and/or, to plan a marketing or advertising campaign.

In carrying out the above, a market research analyst uses mathematical and statistical tools to gain insights from the data. They often work with large amounts of raw data and must be able to draw conclusions from the data, and then present those conclusions in an easily understandable manner (often charts, tables, or graphs).

Other key job functions of a market research analyst include:

• Gathering information on competitors, prices, sales, and methods of marketing
• Analyzing search marketing tactics and web metrics to recommend ways to increase search engine rankings
• Spotting patterns and detecting trends
• Measuring the effectiveness of marketing programs and strategies

Types of Market Research

Fundamentally, market research always involves the following:

• Defining the problem and setting objectives
• Developing the research plan
• Collecting and analyzing the data
• Presenting the findings
• Using the findings to make business decisions

But beyond that, market research can be thought of in two ways:

1. Primary vs. Secondary

• Primary research comes directly from customers and prospects.
• Secondary research is compiled from government agencies, trade associations, and other third parties.

2. Quantitative vs. Qualitative

The former is more about numbers, the latter more about people.

• Quantitative  statistical methods include multiple regression, discriminant analysis, factor analysis, cluster analysis, conjoint analysis, and multidimensional scaling. These methods can be used to gauge the size of a potential market, for example.
• Qualitative  statistical methods include phone interviews, customer observations, and in-depth interviews, to name a few. Qualitative discovery is often used to characterize customer segments, discover new product features, and identify communication elements that resonate with the target audience.

Methods of Market Research

A market research analyst may use the following methods in the course of their job:

• Audience research— looks at who is listening, watching, or reading radio, TV, or online and print media and evaluates the popularity of the medium
• Product research— involves the use of product tests (using actual products or prototypes)
• Brand analysis— identifies the reasons for brand loyalty or lack of it
• Psychological profiling— creates customer profiles or personas according to temperament, lifestyle, income, and other factors
• Scanner research— examines the use of checkout counter scans of transactions to develop patterns, track the success of coupons, and establish links between products for up-sell and cross-sell purposes
• Database research— Uses multiple sources of data (for example, cross-referencing purchase records with census data to reveal buying habits of various income groups); also referred to as database mining
• Post-sale or consumer satisfaction research —determines if the customer was satisfied; this research also can build brand loyalty by expressing an interest in customers  after  the sale

How to Become a Market Research Analyst

Typical entry-level education for a market research analyst is a bachelor’s degree, the  BLS reports . This bachelor’s degree may be in market research or a related field such as statistics, math, computer science, business administration, the social sciences, or communications. Some market research analyst jobs require a master’s degree.

To be successful in this role, it’s vital that you have taken courses in statistics, research methods, and marketing. You also need the following skills:

• Strong math and analytical skills
• Excellent attention to detail, being careful not to overlook details that could impact your results
• Critical thinking and complex problem-solving skills

Is Certification Needed to Be a Market Research Analyst?

Certification is completely voluntary, but it may make you more attractive to some employers. The Insights Association offers the  Professional Researcher Certification  for market research analysts.

Professional Organizations for Market Research Analysts

The following professional organizations may be of benefit to those interested in becoming a market research analyst:

• Insights Association  was formed in 2017 from the merger of two organizations serving the market research and analytics industry: the Council of American Survey Research Organizations (CASRO, founded in 1975) and the Marketing Research Association (MRA, founded in 1957).
• Strategic and Competitive Intelligence Professionals  (SCIP) includes business experts from the market research industry, academia, and government who share strategic intelligence, research decision-support tools, processes, and analytics capabilities.
• The  Advertising Research Foundation  focuses on research in advertising, media, and marketing. The American Marketing Association offers  tools and templates  to help professionals with market research projects.

Gain the Education Needed to Be a Market Research Analyst

If you are looking to develop your career as a research analyst, consider the  Wake Forest online Master of Science in Business Analytics (MSBA) . The MSBA enables working professionals to develop deep, quantitative capabilities and technical expertise to create business and social value, with marketable skills required by today’s top employers.

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Market Research Analyst Overview

Overall Score 5.7 / 10

• # 7 in Best Business Jobs
• # 27 in 100 Best Jobs

What is a Market Research Analyst ?

• Communicating with stakeholders and participating in meetings.
• Analyzing data and creating visualizations.
• Ensuring project timelines are met.
• Monitoring sales trends. 

Market Research Analysts rank # 7 in Best Business Jobs . Jobs are ranked according to their ability to offer an elusive mix of factors. Read more about how we rank the best jobs.

• Job Market 4.6
• Future Growth 8.1
• Work Life Balance 4.8

How Much Does a Market Research Analyst Make?

Job satisfaction.

Average Americans work well into their 60s, so workers might as well have a job that's enjoyable and a career that's fulfilling. A job with a low stress level, good work-life balance and solid prospects to improve, get promoted and earn a higher salary would make many employees happy. Here's how Market Research Analysts job satisfaction is rated in terms of upward mobility, stress level and flexibility.

Opportunities for advancements and salary

Work environment and complexities of the job's responsibilities

Alternative working schedule and work life balance

Kara Coleman Fields

Kara Coleman Fields is an editor and writer on the Advice Products team, where she works on projects including Best Companies to Work For and Best Jobs. Previously, she wrote and edited SkillBuilder, loans and credit cards content for U.S. News. Prior to joining U.S. News, she worked for news outlets in Alabama and Tennessee. Read more

How to Become a Market Research Analyst ?

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What is a research manager and how to become one

A research manager is someone responsible for overseeing the planning, execution, and analysis of research projects. They work in a variety of industries, including academia and healthcare. Responsibilities typically include developing research proposals, managing budgets and timelines, recruiting and training research staff, analyzing data, and presenting findings to stakeholders. Research managers must have strong analytical and problem-solving skills, as well as excellent communication and leadership abilities. A successful research manager must be detail-oriented and organized.

How long does it takes to become a research manager?

It takes approximately 8 to 10 years to become a research manager.

Year 1-4: Bachelor's Degree Year 5-9: Gain 4-6 Years of Experience Year 10: On-the-Job Training (1-3 Months)

• Salary $82,894
• Growth Rate 19%
• Jobs Number 48,867
• Most Common Skill Market Research
• Most Common Degree Bachelor's degree
• Best State California

Research Manager pros and cons

Opportunity to lead and manage a team

Exposure to cutting-edge research and innovative ideas

Opportunity for professional growth and development

Competitive salary and benefits package

Chance to collaborate with other departments within the organization

High-pressure environment with tight deadlines

Responsibility for managing budgets and resources

Need to balance competing priorities and demands

Risk of burnout due to workload or stress

Potential for conflicts with team members or stakeholders

Research Manager career paths

A research manager can pursue a variety of career paths, including director, marketing manager, and senior manager. They may also consider roles like product management director, marketing director, and senior product manager. Some may choose to transition into program management or product marketing, while others may move into sales and marketing management or brand development. Marketing lead and communications manager are also potential career paths for a research manager.

Key steps to become a research manager

Explore research manager education requirements, most common research manager degrees.

Bachelor's

Master's

Start to develop specific research manager skills

A research manager's skills include supporting the scale-up, transfer, and validation of regulatory requirements, conceiving and implementing data visualization, coordinating external contractors and maintaining databases, producing data-driven reports, and managing plant support for regulatory compliance. They also perform high-throughput experimentation, manage research departments and employees, and oversee operational budgets. Additionally, they lead the development and analysis of advertising/media research and manage research analysts in survey methodology and SPSS analysis. They also consult with research partners, manage and train research analysts, and design and implement continuous tracking programs.

Complete relevant research manager training and internships

Research research manager duties and responsibilities.

Research managers support the scale-up and transfer of data, manage external contractors, and maintain databases. They also supervise plant support for regulatory compliance, collect data for social science research, and manage a high-throughput experimentation group. They coordinate outside contractors, manage internal data entry operators, and maintain databases. They also create and manage a research design council and develop information-based selling systems. They conduct literature reviews and analyze data to provide market intelligence and competitive analysis.

• Manage IRB submissions and complete all IRB requirements in conjunction with the HICCC s regulatory department.
• Lead social path-to-purchase study, incorporating social media analytics into insight community to identify spectrum of social engagement among customers.
• Conduct QA for time and testing of products.
• Implement document data extraction through online web-base research and sources.

Prepare your research manager resume

When your background is strong enough, you can start writing your research manager resume.

You can use Zippia's AI resume builder to make the resume writing process easier while also making sure that you include key information that hiring managers expect to see on a research manager resume. You'll find resume tips and examples of skills, responsibilities, and summaries, all provided by Zippi, your career sidekick.

Choose From 10+ Customizable Research Manager Resume templates

Apply for research manager jobs

Now it's time to start searching for a research manager job. Consider the tips below for a successful job search:

• Browse job boards for relevant postings
• Consult your professional network
• Reach out to companies you're interested in working for directly
• Watch out for job scams

Are you a Research Manager?

Share your story for a free salary report.

Average research manager salary

The average Research Manager salary in the United States is $82,894 per year or $40 per hour. Research manager salaries range between $51,000 and $133,000 per year.

What Am I Worth?

How do research managers rate their job?

Research manager reviews.

high stress job, no people interaction

To be rejected

It's all about getting data, follow up on project, ensuring that jobs are done properly, write reports after a project is done. You travel if the job or project you're handling is out station.

Updated March 14, 2024

Editorial Staff

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

Research Manager Related Careers

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Research Manager Related Jobs

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What Similar Roles Do

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Resume For Related Jobs

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

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

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

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

What Does a Market Research Analyst Do?

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

Market Research Analyst Degree Path

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

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

Market Research Analyst Education Requirements

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

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

How to Become a Market Research Analyst

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

Step 1: Earn a Bachelor’s Degree

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

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

Step 2: Build On-the-Job Experience

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

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

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

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

What Skills Does a Market Research Analyst Need?

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

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

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

Market Research Analyst Salaries and Job Outlook

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

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

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

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

Start Your Journey to Becoming a Market Research Analyst Today

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

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

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

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

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Google Marketing Platform Product Certifications identify qualified users who demonstrate the ability to perform critical tasks and workflows with Platform products. The certification exams are designed for users with real-world, hands-on experience using Google Marketing Platform products and test specific predetermined criteria aligned with critical job tasks. The certification exams are not recommended for users who don’t have direct product experience.

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