Market Research Analysts collect process and analyze data to assist in the marketing of products and services. They
conduct research on a topic, product or service using design surveys, questionnaires and other methods for
obtaining data, and organizing the dissemination and collection of these documents. They also supervise the staff
that collects these documents. They may also conduct one-on-one interviews or focus groups, and undertake
Markets Research Analysts assess consumer preferences in order to help organizations decide how to shape,
advertise, and market their products and services. Analysts utilize surveys, focus groups, and interviews to gather
data. They present their findings through charts, graphs, and other visual means to executives and clients in order to
help them make better informed decisions about product introductions, modifications, and marketing campaigns.
Market Research Analysts interpret the data they have collected and organize this information into statistical tables
and reports. Their analyses and research create a visual of industry trends and of competitors so that organizations
can predict how products and services will fare in the marketplace.
Many Market Research Analysts work for consulting firms which are hired on a contract basis. Others work directly
for employers as part of the marketing team at consumer and product firms. The industries that most frequently
employ market research analysts and provide the highest wages include management, scientific, and technical
consulting services; computer systems design services, and advertising / public relations services.
Market Research Analysts usually work in an office environment. They are often required to travel locally, interstate
or overseas in order to meet with clients to conduct research, or to attend training or conferences. They usually
work where there are large populations, such as cities so that they can gather as much data as possible, but may also
be required to conduct research in regional areas from time to time. They may also conduct online market research,
which may collect data from a wider cross-section of people. Market research analysts need to be familiar with both
qualitative and quantitative research methods. Most market research analysts work full time during regular business
hours. Some, however, work under pressure of deadlines and tight schedules, which may require longer hours.
Entry Level Education
Bachelor’s/ Master’s Degree in Statistics, Math, and Computer Science or in Business Administration, the Social
Sciences, or Communications.