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Market Research Analysts and Marketing Specialists
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Description: what do they do?
Research market conditions in local, regional, or national areas, or gather information to determine potential sales of a product or service, or create a marketing campaign. May gather information on competitors, prices, sales, and methods of marketing and distribution.
Also known as:
Market Research Consultant, Communications Specialist, Business Development Specialist, Product Line Manager, Market Research Analyst, Client Services Vice President, Market Research Manager, Market Analyst, Client Service and Consulting Manager, Project Manager

    What does this information tell me?

    This description is a quick overview of what workers in this career might do.

    "Also known as" shows other common names for this career.

    What is the source of this information?

    This information comes from the O*NET Resource Center.

Career video
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    Transcript: What do Super Bowl commercials, food packaging, and book jackets all have in common? None of them would be possible without market research analysts and specialists. Through the careful design of surveys, opinion polls, and questionnaires, market research analysts and specialists help determine potential sales of a product or service, or create a marketing campaign to appeal to consumers. Clients range from superstores, to nonprofits, to television networks. Market research analysts gather data on competitors, customer demographics, consumer habits and preferences, and analyze the factors that affect product or service demand. These marketing professionals monitor and forecast sales trends, measure the effectiveness of marketing programs, and report on the results. They use photo imaging and statistical software to help convert complex data into understandable tables, graphs, and written reports. Most have a Bachelor’s Degree in market research. People in this field are often results-oriented and enjoy working independently. Market specialists and analysts assess and ultimately determine the success of our favorite TV shows, packaged food, and other products as they continue to adapt with our feedback.
View transcript
Outlook: will there be jobs?
Image. Employment outlook for this occupation
New job opportunities are very likely in the future.

This occupation is:
  • Expected to grow much faster than average


    What does this information tell me?

    Outlook information can tell you whether a career is expected to be in demand in the future—that is, whether there are likely to be job openings if you choose this career. Careers can have one of three outlooks:

    • A Bright outlook means new job opportunities are very likely in the future
    • An Average outlook means that a small number of new job opportunities are likely in the future (less than an 8 percent increase)
    • A Below Average outlook means new job opportunities are less likely in the future

    You can also view local job listings in this field by clicking "Find job openings" above. This can help you see if local businesses are hiring—another way of looking at demand.

    What is the source of this information?

    This information comes from the O*NET Resource Center. Learn more about O*NET’s Bright Outlook occupations. Note this information is only available at a national level, so even if you selected a state, you’ll only see this information for the whole country.

Projected employment
Wyoming
320
2014 Employment
380
2024 Employment
18%
Percent change
10
Annual projected job openings
United States
595,400
2016 Employment
733,700
2026 Employment
23%
Percent change
77,100
Annual projected job openings

    What does this information tell me?

    Projected employment shows how much employment is expected to grow in this occupation over a 10-year period. This can help you decide if this career is a good choice for future job opportunities. You can look at projected employment in your state, or in other states where you might consider living.

    You can see the total number of people employed in this occupation in 2014 (for states) or 2016 (nationally), the number expected to be employed in 2024 or 2026, and rate of growth over those years.

    The projections are based on assumptions of unemployment rates and labor productivity growth rates.  While the projected numbers may not be exact, they are helpful to compare one career to another, or one location to another.

    What is the source of this information?

    State-level data come from Projections Central: Long Term Projections.

    National-level data come from the Bureau of Labor Statistics, Office of Occupational Statistics and Employment Projections, Employment Projections: 2016-26.

Typical wages

Annual wages for Market Research Analysts and Marketing Specialists in Wyoming
LocationWyomingUnited States
10%$30,500$34,510
25%$39,920$46,460
Median$49,840$63,230
75%$63,930$89,200
90%$81,670$122,770


    What does this information tell me?

    This chart shows you a range of how much most workers in this occupation earn per hour, in the location that you selected.

    You can select from three views of this data:

    • The Graph shows you wages at the 10th, 25th, 50th, 75th and 90th percentiles. Note that the lowest (10th %ile) wage shown is not necessarily a "starting wage." Instead it means that 10 percent of all workers in this career earn less that this amount, and 90 percent earn more. However, you can assume that you might earn close to the 10th or 25th %ile wages when you start out in most careers.
    • Select "Chart" to see a visual comparison between national wages and wages in the location you selected.
    • Select "Table" to see more wage data the national and local level.

    Please note that wage data are not available at the city or ZIP code level. If you selected a city or ZIP code, you will see wage data for the regional area.

    You can learn more about wages for this and other occupations by clicking “See more wages” above.

    What is the source of this information?

    The wage information comes from the Bureau of Labor Statistics, Occupational Employment Statistics Program, 2016 data. For more detailed state wage data, please find the link to your state's wage data program in the Other Resources box.

Education and experience: to get started
People starting in this career usually have:
  • Bachelor's degree
  • No work experience
  • No on-the-job training

Programs that can prepare you:

    What does this information tell me?

    This shows you the typical level of education, work experience, and on-the-job training that most people have when they start in this career. Note that these are not requirements for entering this field, but the information can help you understand how qualified you might be.

    Interested in starting in this career? You can search for education programs in your local area by clicking “Find local training” above.

    What is the source of this information?

    This information comes from the Bureau of Labor Statistics, Office of Occupational Statistics and Employment Projections Education and Training Data.

Typical education
How much education do most people in this career have?
Chart. Percent of workers in this field by education level attained

    What does this information tell me?

    This chart shows you the range of education levels that people who currently work in this field have. You can use this to see if you fit in this range. Note that this includes ALL people who work in this field and not just those getting started.

    Interested in getting qualified for this career? You can search for programs that lead to the education needed, in your local area, by clicking “Find local training” above.

    What is the source of this information?

    This information comes from the Bureau of Labor Statistics, Office of Occupational Statistics and Employment Projections Education and Training Data.

Certifications: show your skills
Let employers know you have the skills to do well at this job.
Earning a certification can help you:
  • Get a job
  • Get a promotion

    What does this information tell me?

    When you click "Find certifications" you'll see a list of national certifications that are related to this career. From there, you can learn how to achieve one of these certifications to help you enter or get ahead in this field.

    What is the source of this information?

    This collection of occupational certifications is collected and regularly updated by CareerOneStop. Learn more at Certification Finder Help.

Licenses: do you need one?
Some states require an occupational license to work in this career.

    What does this information tell me?

    When you click "Find license details in your state" you'll see the license name and contact information for the agency in your state that oversees licensing for this field. If you have not selected a location, you'll see a list of all state licenses for this occupation.

    What is the source of this information?

    Information on licensed occupations is gathered in each state by Labor Market Information units under a grant from the U.S. Department of Labor. Learn more at License Finder Help.

Apprenticeships: learn on the job
Apprenticeships combine paid on-the-job-training with classroom lessons.

    What does this information tell me?

    When you click "Find apprenticeship sponsors" you'll find information that can help you locate apprenticeship opportunities in your state:

    • If there are businesses that have sponsored apprenticeships in this field in the past, you'll find their name and contact information.
    • If there are related occupations that might have apprenticeship opportunities, you'll find links to that information.
    • You'll also see contact information for state and federal agencies that oversee apprenticeship programs.

    What is the source of this information?

    Apprenticeship information comes from the U.S. Department of Labor, Office of Apprenticeships, and from CareerOneStop. Learn more at Apprenticeship Finder Help.

Activities: what you might do in a day
  • Prepare research reports.
  • Gather organizational performance information.
  • Analyze market conditions or trends.
  • Analyze consumer trends.
  • Establish business management methods.
  • Monitor business indicators.
  • Analyze industry trends.
  • Conduct surveys in organizations.
  • Measure effectiveness of business strategies or practices.
  • Discuss business strategies, practices, or policies with managers.
  • Develop business or market strategies.
  • Supervise employees.

    What does this information tell me?

    This is a list of typical work activities that people in this career might do on the job. You can use this list to get an idea of whether this career might be a good fit for you.

    Click on “More activities” to see more detailed examples of activities for this career.

    You can also use this list to help you prepare for a job interview. Or, if you’ve already held a job like this, you can copy these activities to use on your resume.

    What is the source of this information?

    This information comes from O*NET OnLine's Occupation Information. They are O*NET’s Detailed Work Activities.

Knowledge
People in this career often know a lot about:
  • English Language - Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
  • Customer and Personal Service - Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
  • Administration and Management - Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
  • Sales and Marketing - Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.

    What does this information tell me?

    This is a list of general knowledge areas that are most commonly required for jobs in the career. Knowledge is typically gained through education and related experience.

    This list can help you learn if you are prepared for a job in this career. It can also help you decide on education or training programs that could help you prepare for the career.

    What is the source of this information?

    This information comes from the O*NET Resource Center. Learn more about O*NET's Knowledge descriptors.

Skills
People in this career often have these skills:
  • Reading Comprehension - Reading work-related information.
  • Active Listening - Listening to others, not interrupting, and asking good questions.
  • Complex Problem Solving - Noticing a problem and figuring out the best way to solve it.
  • Critical Thinking - Thinking about the pros and cons of different ways to solve a problem.
  • Speaking - Talking to others.
  • Judgment and Decision Making - Thinking about the pros and cons of different options and picking the best one.
  • Writing - Writing things for co-workers or customers.

    What does this information tell me?

    This is a list of a list the work-related skills most commonly required for jobs in the career.

    This list can help you understand how well your current skills fit this career. It can also help you plan your education or professional development.

    What is the source of this information?

    This information comes from the O*NET Resource Center. Learn more about O*NET's Skills descriptors.

Abilities
People in this career often have talent in:
  • Written Expression - Communicating by writing.
  • Written Comprehension - Reading and understanding what is written.
  • Inductive Reasoning - Making general rules or coming up with answers from lots of detailed information.
  • Oral Comprehension - Listening and understanding what people say.
  • Deductive Reasoning - Using rules to solve problems.
  • Oral Expression - Communicating by speaking.
  • Speech Clarity - Speaking clearly.
  • Fluency of Ideas - Coming up with lots of ideas.
  • Information Ordering - Ordering or arranging things.
  • Category Flexibility - Grouping things in different ways.
  • Problem Sensitivity - Noticing when problems happen.
  • Near Vision - Seeing details up close.
  • Originality - Creating new and original ideas.
  • Selective Attention - Paying attention to something without being distracted.
  • Mathematical Reasoning - Choosing the right type of math to solve a problem.

    What does this information tell me?

    This is a list of a list of personal qualities that might influence work and are most commonly required for success in this career.

    This list can help you understand if your natural strengths and abilities are a good fit for this career.

    What is the source of this information?

    This information comes from the O*NET Resource Center. Learn more about O*NET's Abilities descriptors.

Interests
  • Conventional - Occupations related to Conventional interests frequently involve following set procedures and routines. They include working with data and details more than with ideas. Usually there is a clear line of authority to follow.
  • Enterprising - Occupations with Enterprising interests frequently involve starting up and carrying out projects. Many involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.
  • Investigative - Occupations with Investigative interests frequently involve working with ideas, and require an extensive amount of thinking. They often involve research and figuring out problems mentally.

    What does this information tell me?

    This is a list of work environment-preferences that are most commonly associated with the career. It can help you understand if your natural interests are a good fit for this career.

    Click "Take an interest assessment" for a quick 30-question assessment that can help you understand your interests and see careers that might be good matches for them.

    What is the source of this information?

    This information comes from the O*NET Resource Center. Learn more about O*NET's Interest descriptors.

Typical tasks
  • Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
  • Seek and provide information to help companies determine their position in the marketplace.
  • Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.
  • Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
  • Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
  • Monitor industry statistics and follow trends in trade literature.
  • Measure and assess customer and employee satisfaction.
  • Measure the effectiveness of marketing, advertising, and communications programs and strategies.
  • Forecast and track marketing and sales trends, analyzing collected data.
  • Attend staff conferences to provide management with information and proposals concerning the promotion, distribution, design, and pricing of company products or services.
  • Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.
  • Develop and implement procedures for identifying advertising needs.
  • Direct trained survey interviewers.

    What does this information tell me?

    This is a list of typical tasks that people in this career might do on the job.  You can use this list to get an idea of whether this career might be a good fit for you.

    Click on “More tasks” to see more detailed examples for this career.

    You can also use this list to help you prepare for a job interview. Or, if you’ve already held a job like this, you can copy these tasks to use on your resume.

    What is the source of this information?

    This information comes from O*NET OnLine's Occupation Information. They are O*NET‘s Tasks.

    What does this information tell me?

    These are additional online resources related to this career. You may find different or more detailed information at these sources.

    What is the source of this information?

    This information is collected and maintained by CareerOneStop.