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.
What 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.
On the job, you would:
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.
Arts and Humanities
Engineering and Technology
computers and electronics
Math and Science
arithmetic, algebra, geometry, calculus, or statistics
reading work related information
listening to others, not interrupting, and asking good questions
noticing a problem and figuring out the best way to solve it
People and Technology Systems
thinking about the pros and cons of different options and picking the best one
figuring out how a system should work and how changes in the future will affect it
communicate by writing
read and understand what is written
Ideas and Logic
make general rules or come up with answers from lots of detailed information
use rules to solve problems
choose the right type of math to solve a problem
add, subtract, multiply, or divide
People interested in this work like activities that include ideas, thinking, and figuring things out.
They do well at jobs that need:
Attention to Detail
You might use software like this on the job:
Analytical or scientific software
Provalis Research Simstat
The MathWorks MATLAB
Data base user interface and query software
Structured query language SQL
Customer relationship management CRM software
Blackbaud The Raiser's Edge
bachelor's degree or master's degree usually needed
Get started on your career:
New job opportunities are very likely in the future.