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Market Research Analyst job description

A Market Research Analyst collects and analyzes data on consumers, competitors, and the marketplace. They provide insights and recommendations to support decision-making, identify market trends, and improve competitiveness. Strong analytical skills, knowledge of statistical packages, and excellent communication are essential.

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This Market Research Analyst job description template is optimized for posting on online job boards or careers pages and easy to customize for your company.

What is a Market Research Analyst?

A Market Research Analyst is a professional who collects and analyzes data on consumers, competitors, and the marketplace. They interpret the findings to provide valuable insights and recommendations to businesses for informed decision-making and to identify market trends and opportunities.

What does a Market Research Analyst do?

A Market Research Analyst conducts research and gathers data using various methods such as surveys, interviews, and data analysis tools. They analyze the collected data, interpret trends, and provide reports and presentations to clients or internal stakeholders. They play a crucial role in helping businesses understand consumer preferences, market dynamics, and competitive landscape to drive strategic decision-making and improve overall business performance.

Market Research Analyst responsibilities include:

• Collecting data on consumers, competitors and market place and consolidating information into actionable items, reports and presentations
• Understanding business objectives and designing surveys to discover prospective customers’ preferences
• Compiling and analyzing statistical data using modern and traditional methods to collect it

Want to generate a unique job description?

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We are seeking a detail-oriented Market Research Analyst to conduct surveys and analyze customer preferences and statistical data.

Your role will involve providing valuable insights to support customers in their decision-making processes related to product designs, pricing, and promotions.

As a successful Market Research Analyst, you will have the ability to independently analyze qualitative data, identify trends, assess strategies, and evaluate competition, with the ultimate goal of enhancing competitiveness.

Your responsibilities will include gathering and interpreting market research data, generating reports, and presenting findings to stakeholders.

We are looking for a self-motivated professional with strong analytical skills and a deep understanding of market dynamics.

Join our team and contribute to our company’s success by helping us make data-driven decisions to optimize our products and strategies.

Responsibilities

• Collect data on consumers, competitors and market place and consolidate information into actionable items, reports and presentations
• Understand business objectives and design surveys to discover prospective customers’ preferences
• Compile and analyze statistical data using modern and traditional methods to collect it
• Perform valid and reliable market research SWOT analysis
• Interpret data, formulate reports and make recommendations
• Use online market research and catalogue findings to databases
• Provide competitive analysis on various companies’ market offerings, identify market trends, pricing/business models, sales and methods of operation
• Evaluate program methodology and key data to ensure that data on the releases are accurate and the angle of the release is correct
• Remain fully informed on market trends, other parties researches and implement best practices

Requirements and skills

• Proven Market Research Analysis experience
• Ability to interpret large amounts of data and to multi-task
• Strong communication and presentation skills
• Excellent knowledge of statistical packages (SPSS, SAS or similar), databases and MS Office
• Search engines, web analytics and business research tools acumen
• Familiarity with CRM programs
• Adequate knowledge of data collection methods (polls, focus groups, surveys etc)
• Working knowledge of data warehousing, modelling and mining
• Strong analytical and critical thinking
• BS degree in Statistics, Marketing or related field

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Market Research Analyst Job Description

Market research analysts are marketing specialists who help determine an organization’s position in the marketplace in order to effectively promote its products and services. They research competitors and their marketing methods and study and gather consumer information.

Market Research Analyst Job Description Template

We are looking to hire a market research analyst with outstanding organizational and research skills. Market research analysts are expected to be focused individuals with a strong proficiency in math and sound business acumen.

To ensure success, market research analysts should be exceptional communicators and intuitively recognize patterns with a keen interest in providing purposeful and accurate insight into consumer behavior and competitors’ strategies. Top candidates will exhibit critical thinking skills, strong IT skills, and thorough attention to detail.

Market Research Analyst Responsibilities:

• Monitoring and forecasting marketing and sales trends.
• Assisting in the development of marketing plans.
• Conducting research on specific market conditions.
• Analyzing consumer preferences to determine the potential sales of a product or service.
• Analyzing prices, methods of marketing, and distribution.
• Measuring the effectiveness of marketing programs and strategies.
• Devising and evaluating methods for data collection.
• Gathering data on consumers, competitors, and market conditions.
• Using statistical software to analyze and interpret data.
• Maintaining strict confidentiality of sensitive information.
• Simplifying complex data into a user-friendly format, such as graphs, charts, and other visual aids.
• Preparing and presenting reports to clients and management.

Market Research Analyst Requirements:

• Bachelors degree in market research or related (essential).
• Two years of experience in market research and analysis.
• Analytical thinker with strong theoretical and research proficiencies.
• Ability to comprehend and interpret competitor strategies and consumer behavior.
• Thorough knowledge of marketing programs and strategies.
• Ability to gather large amounts of data and convert it into meaningful analysis.
• Solid organizational skills and detail-oriented.
• Ability to work under pressure and meet strict deadlines.
• Strong proficiency in math, web analytics, and business research tools.
• Brilliant written and verbal communication skills.
• Ability to simplify complex information into a user-friendly format.
• Proficient in Microsoft Office, databases, and statistical packages.

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Market research analyst interview questions, analyst job description, analyst interview questions, equity analyst job description, equity analyst interview questions.

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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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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

A template to quickly document the role and responsibilities for this position.

• Estimated time required: 2 hours
• Skills required: Business writing

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Market Research Playbook

This tool can be used alone, but it’s also part of the comprehensive Market Research Playbook. It provides step-by-step planning guidance while also helping you utilize more than 25 downloadable tools from the popular AMA Marketer’s Toolkit library.

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Market Research Analyst Job Description

Market research analyst duties & responsibilities.

To write an effective market research analyst job description, begin by listing detailed duties, responsibilities and expectations. We have included market research analyst job description templates that you can modify and use.

Sample responsibilities for this position include:

Market Research Analyst Qualifications

Qualifications for a job description may include education, certification, and experience.

Licensing or Certifications for Market Research Analyst

List any licenses or certifications required by the position: PMP, MACC, GIS

Education for Market Research Analyst

Typically a job would require a certain level of education.

Employers hiring for the market research analyst job most commonly would prefer for their future employee to have a relevant degree such as Bachelor's and Collage Degree in Marketing, Business, Economics, Statistics, Psychology, Education, Business/Administration, Social Sciences, Finance, Mathematics

Skills for Market Research Analyst

Desired skills for market research analyst include:

Desired experience for market research analyst includes:

Market Research Analyst Examples

• Microsoft Word (.docx) .DOCX
• PDF Document (.pdf) .PDF
• Image File (.png) .PNG
• Conduct research to build detailed profiles of existing and target customers
• Conduct research to assess candidate target markets, including estimating market size and identifying key market traits, drivers, challenges and opportunities
• Perform analysis to identify customer and market trends
• Plan and conduct secondary market research on the company's competitors across market segments
• Collaborate to develop market research plans and approaches to answer specific business challenges
• Plan and lead strategic opportunity analysis and market research activities for the global pharmaceutical and OTC businesses
• Conduct ad-hoc secondary market research
• Provide analysis of sales and volume data for specific customers, products, and categories
• Perform other ad hoc analysis and present findings to senior management as required
• Maintain accountability on behalf of Global Dealer Learning to provide dealers and districts with project/program deliverables
• Minimum of 3 years market research experience on the vendor side
• Minimum of 3 years advanced analytics experience
• Conjoint and choice modeling (ACA, CVA, CBC, ACBC, MBC)
• Salford Systems Predictive Modeler Suite
• Expertise in quantitative research (web, phone and mail) and qualitative research (in person/online focus groups and in-depth interviews), including survey design, data analysis and interpretation, report writing
• Develop report packages based on internal demand that maximize relevance and usage, and minimize customization
• Look for opportunities to standardize and systematize reporting across the group, including the use of technology to reach our target audience
• Create efficiencies in recurring report processes through the advanced use of research tools such as custom screens and filters
• Seek user feedback regularly in order to further enhance report specs
• Play a supporting role in larger, more complex projects and may have to take a leading role in smaller, less complex projects
• Provide input and perspective on product and market research availability as it pertains to specific initiatives
• Fulfill ad hoc product and market inquiries submitted to group mailbox
• Run quantitative reports from syndicated research, including reach and frequencies
• Provide analysis of qualitative profile and product usage
• Run share shift analysis to show benefits of network radio
• Well developed knowledge of a wide range of custom market research methodologies and techniques especially in the area of customer satisfaction/loyalty research, brand awareness/usage and new product development
• Minimum of five years experience in market research
• BA/BS, preferably in Customer Research or Marketing
• 4+ years of work experience in business environment, experience in customer insights and/or retail is a plus
• 2-4 years of progress towards a degree in Marketing
• Fall 2015 Internship
• Imputes key data for department’s computer files and library archives
• Ensures purchase orders are established with contracted vendor fielding the test and works with our finance teams to assure payment is made accordingly
• Monitors digital and TV feedback thru social sources (Facebook, Google, et al) to see how findings from those outlets are similar or different from what was reported in research testing
• Communicates with contracted research vendors to set sample specifications on outgoing tests, design and develop questionnaires, and provides norms to establish benchmarks using internal historical databases
• Works closely with our production teams and filmmakers to review all aspects of the test screening process to make sure everyone is on the same page
• Works with distribution and sales branch to select proper theater venue, and book security to protect the film with protocols established by our anti-piracy unit
• Incorporates information on test screening details in our internal status report
• Monitors guest list and makes arrangements with contracted vendor if VIP's in attendance require special handling
• Establishes deliverables of who will receive toplines and a set of the questionnaires when the test screening has concluded
• Transcribes focus groups feedback, reviews data files, and reads completed questionnaires to pen concise analysis of the findings, which may be disseminated to production, filmmakers and possibly select marketing and distribution personnel
• Bachelor’s degree (Master’s preferred) in a related field (e.g., quantitative methods, statistics, mathematics, marketing, marketing science, business)
• Bachelor's Degree in Business Administration/Management, Economics, Finance, Math, Information Sciences, Biology/Biological Sciences, Chemistry, Health/Nutrition, Marketing, Engineering, or a health-related field
• Ability to synthesize data/information and derive useful themes and trends within the business
• An energetic and enthusiastic team player, with ability to develop strong partnerships within the COE and across core banner partners
• Any experience with media research and software programs including Nielsen Audio, Scarborough, GfK/MRI, AdSpender, ACT1 and Strata is a plus
• Genuine interest in the broadcast media industry
• Knowledge of or experience working in higher education, or market research positions in other industries
• Manages Projects - detailing and guiding project structure to in-market execution
• Uses both primary and secondary research to develop, analyze, synthesize and communicate actionable insights to key stakeholders
• Assists with supporting, developing, communicating, and implementing the strategic direction of the Consumer Research team
• Proactively mine/analyze available data sources to further our team’s understanding of the business/market, develop hypotheses and identify insight
• Create the 'story' to facilitate communication of relevant results
• Closely interact and consult with relevant business teams to ensure objectives, data collection and analysis support key priorities
• Support the Market Research Manager to help manage external resources/vendors to execute market research, data analysis, and reporting to ensure cost-efficient, accurate, and timely completion of projects
• Develop a broad and rich understanding of key industry/company trends by leveraging secondary data sources to help monitor and diagnose the brand/category and address business issues and information needs
• Participate in study design meetings with project team and/or clients
• Proven competency in managing and administering a learning management system
• Extensive experience in event contract management with hotels and facilities
• Possess high quality human relations and communication skills to handle upper-level dealer management engagement
• Thorough knowledge of company products, product applications or invoicing programs
• 3 to 5 years of job-related experience within dealer development and learning
• Experience with international dealers and training events
• Handling the details of implementing and managing all phases of market research and strategic communications projects
• Conducting analysis of research studies and creating coherent presentations to help drive strategy and planning
• Devise and evaluate methods for collecting data such as interviews, questionnaires, focus groups, market analysis surveys, public opinion polls, and literature reviews
• Conduct research and develop strategies that brief marketing team regarding product launch plan
• Conduct post launch research that brief Acura product planning and marketing teams
• Conduct research and analysis to provide business and market insight
• Understand regional power market dynamics
• Learn load forecasting methods and perform annual regional load forecast using MetrixND
• Act as an internal consultant to the business - successful candidate must be self-motivated to learn new subjects and clearly articulate key concepts
• Develop visually compelling presentations with content rich material and with backup data/analysis for use by colleagues and senior leadership
• CFA/MBA or progress towards a CFA/MBA is preferred but not necessary
• The ability to build organized, concise, and transferable models in Excel is required
• Experience in working with various marketing research databases and software systems is preferred
• The ability to work in both a team environment and independently is important
• Minimum of a Bachelor's Degree in Business with prior experience in dealer learning development work in a Distribution Services Division or Business Unit Division
• Entry level position - prior internships in the media arena required

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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 Description Template

A market research analyst is the “ears” of the company. They asses the market(s) of the business to ascertain what customers exist, what they want, and what they will pay for a product/service. This also extends to the competitive environment and how the company is positioned within its marketplace.

Trusted by leading brands and startups

In practice, a market research analyst’s role is to gather intelligence, analyze it, and then present the findings across the organization in an actionable manner. This data can be collected from a range of qualitative (e.g., customer feedback) and quantitative (e.g. financial reports) sources, often in a creative manner. They work to both reinforce the organization within its current segments and continually maintain a forward-focused approach to uncover new commercial opportunities for the future.

As such, the role needs to combine a strong technical skill set with the mindset of someone that can look at the bigger picture and translate data into tangible action plans.

Technological advancements have made the role of a market researcher more important to an organization. Firstly, markets are now more competitive in terms of entry and innovation; incumbents cannot just sit back post-launch and rest on their laurels without running the risk of being disrupted by new competitors. Secondly, the advent of more engaged interaction with customers via internet and mobile-based technologies offers companies a whole range of invaluable primary data collection methods to help hone their offerings.

Market Research Analyst - Job Description and Ad Template

Copy this template, and modify it as your own:

Company Introduction

{{Write a short and catchy paragraph about your company. Provide information about the company’s culture, perks, and benefits. Mention office hours, remote working possibilities, and anything else that makes your company interesting.}}

Job Description

We are looking for a market research analyst to provide us with cutting-edge insight to help drive our business forward with data-driven decision making. You will help us to fully understand our competitive positioning within our market and work with our business development teams to plan our future commercial steps. The ideal candidate will have a strong broad technical and analytical skill set with a commercially focused mentality.

Responsibilities

Data Gathering:

Translate business objectives into research steps {{e.g., questionnaires, focus groups}}

Work cross-functionally to build relevant primary research collection tools for customers

• Consumers: Demographics, buying habits, needs, and price points
• Competitors: Pricing structures, current tactics, and sales channels

Construct and maintain a central database for recording market data. You will be expected to monitor the quality of the data, continually implement improvements, and train appropriate staff as necessary

Consistently exercise independent judgement and discretion in research matters

• Maintain a PR presence for the business within appropriate external arenas, for example, trade shows, media appearances, and panel discussions

Analytics and Reporting:

Deploy statistical modeling techniques to analyze data and forecast future trends

Use integrity measures {{for example: null hypothesis testing}} to check quality of recorded data

Prepare and submit regular reports to the {{head of marketing}} that summarizes fundings in a digestible, graphical, and actionable manner

Attend {{weekly sales meetings}} and present your research

Build out internal communication channels to keep the wider business updated with market news

Work with the teams to devise future commercial strategies based upon your findings

Skills and Requirements

Minimum of a bachelor’s degree, preferably within psychology, sociology, statistics, communications, or marketing

2-5 years of direct experience within similar roles

• Statistical software packages: {{SPSS, SAS, R or Stata}}
• Database manipulation {{SQL}} and CRM management
• Advanced data visualization methods: {{Tableau, Business Objects}}

A natural curiosity and a “big picture” mentality

Excellent spoken and written communication and the tenacity to hold an argument

• Ability to collaborate cross-functionally, with people of all levels

Recent Market Research Analyst Articles by Toptal Finance Experts

An AI Revolution in Finance: Opportunities and Challenges

Exploring the Post-crash Cryptocurrency Market: Blockchain, Regulations, and Beyond

How Companies Are Building Digital Asset and NFT Strategies

How Roblox Became One of Gaming’s Hottest Companies

Hard Seltzer Industry: Unlikely to Fizzle Out

Why Music Royalties Are an Attractive Asset Class

How to hire market research analysts.

Market research analysts are skilled at ascertaining who will buy your company’s products or services. This guide to hiring a market research analyst features interview questions and answers, as well as best practices to help you identify the top candidates for your company.

Hire a Top Market Research Analyst Now

Top companies, startups, management consulting, and private equity firms hire freelance Marketing Research consultants from Toptal for their most strategic marketing research initiatives.

Marcello Sasso

Marcello has 24 years of experience in market research and strategic planning. He has helped Forbes Top 50 companies make more informed decisions concerning CX/UX, new product development, branding, and go-to-market strategies. He also has a global background and extensive multinational market research experience. Marcello enjoys freelancing as it allows him to serve different industries and provide diversified expertise.

Alex is a business intelligence and customer insight expert who helped raise over $200 million in funding as VP of marketing and sales at a venture-backed startup which eventually went public. He has broad experience developing business plans, market research, product development and deployment in mobile telecoms, advertising, and digital collaboration platforms. Alex loves freelancing because of the freedom and opportunity to cooperate on exciting projects worldwide and across industries.

Vincent Grandjean

Vincent has experience as a management consultant, entrepreneur, and general manager. After his first assignments in Europe, he gained extensive knowledge of emerging markets in North Africa and the Middle East. His primary skills include market research, market entry strategy, business planning, organization restructuring, controlling, and performance management. Vincent has carried out projects in numerous contexts but specializes in consumer packaged goods (CPG) and industrial sectors.

Discover More Market Research Analysts in the Toptal Network

Toptal Connects the Top 3% of Freelance Talent All Over The World.

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Marketing Research Analyst Job Description

Marketing research analyst duties & responsibilities.

To write an effective marketing research analyst job description, begin by listing detailed duties, responsibilities and expectations. We have included marketing research analyst job description templates that you can modify and use.

Sample responsibilities for this position include:

Marketing Research Analyst Qualifications

Qualifications for a job description may include education, certification, and experience.

Education for Marketing Research Analyst

Typically a job would require a certain level of education.

Employers hiring for the marketing research analyst job most commonly would prefer for their future employee to have a relevant degree such as Bachelor's and Master's Degree in Marketing, Business, Statistics, Education, Economics, Finance, Business/Administration, Psychology, Social Sciences, Engineering

Skills for Marketing Research Analyst

Desired skills for marketing research analyst include:

Desired experience for marketing research analyst includes:

Marketing Research Analyst Examples

• Microsoft Word (.docx) .DOCX
• PDF Document (.pdf) .PDF
• Image File (.png) .PNG
• Proactively analyze research findings, in cooperation with Directors/Senior Managers, to develop client-friendly internal reports for both quantitative and qualitative reporting, using a story-based reporting approach
• In collaboration with our regional Consumer Insights team lead quantitative and qualitative projects that help to diagnose and understand business performance
• Manage and leverage secondary data sources, looking for ways to tie them together with stated and behavioral data
• Understands and applies various statistical concepts, research data, standards, and
• Provides support to sales and marketing staff by producing Managed Accounts product materials and information with software such as Microsoft Excel, PowerPoint, Adobe Illustrator and InDesign
• Supports Managed Accounts product and services communications, publishing and distribution thru Exact Target, Salesforce, and various website publishing systems
• Develops, updates, customizes, and assembles reports, marketing or sales materials for client/prospect management presentations or meetings utilizing investment product data and systems
• Assists with responses to requests for proposals, client/program questionnaires and in developing routine fee proposals
• Obtains and summarizes market research, client data and competitor information for marketing research and sales staff
• Hone your critical thinking and analytical skills, focusing on better understanding client business issues, analytic plan development, and report writing – with attendance and participation in client meetings / presentations
• Experience with European alternative asset, alternative strategy and solutions-oriented products European regulatory regimes and fund structures desired
• Proficiency in Excel, and various quantitative research systems (ex
• Knowledge of multiple types of investors (ex
• Ability to communicate effectively both orally and in writing, and to establish and build strong internal working partnerships with partners in sales, marketing and product strategy, and investment senior management
• Knowledge and experience associated with macro economies, traditional and alternative investment markets, and investment products required
• It is driven and solution-oriented and can overcome obstacles to drive projects through completion
• Broad thinker and strategic planner who can prepare and present presentations and research materials for our broadcast and digital properties utilizing Powerpoint, Excel, Emerging tools
• Bring analytical expertise to key projects, including analysis and generation of key insights
• Provide guidance and support for ad hoc inquiries
• Gathers customer and/or third-party data from internal sources (e.g., Business Development, Marketing Research Department, ) for use in marketing research projects
• Performs analyses using statistical software (e.g., Statistical Package for the Social Sciences) to facilitate understanding and interpretation of data
• Writes Requests for Proposals to facilitate vendors’ understanding of UPS’s expected project deliverables
• Programming for data management and governance (SQL, MySQL) and application development (web technologies, PHP, JS, HTML, CSS) based on free code frameworks and libraries (Laravel, Symphony, jQuery, Doctrine, Eloquent, Blade, Smarty, Twig )
• Software estimation – level of effort assessment, IT Infrastructure support – Macintosh server monitoring, troubleshooting & issue escalation
• Updates third party and consultants databases to accurately and effectively convey information regarding the firm and its investment management strategies
• Manages relationships with data service providers
• Experience in market research, advertising or media
• Experience with Hyperion Essbase/Smartview, Oracle R12, OBIEE, & Excel
• Experience with Month End / Forecasting duties and Financial Statements
• Experience using SQL, and Microsoft Reporting Services helpful
• Knowledge of Tableau or similar tools helpful
• 2+ years' Expertise with tools, capabilities, programs designed to facilitate management and analysis of data, enterprise reporting
• Publishing newsletters for multiple EIG new business development programs
• Providing Salesforce.com support for EIG
• Creating and maintaining SharePoint sites
• Providing executive presentation support
• Assisting in preparation of monthly reports
• Performing complex data analyses on markets, competitors, categories, products, and marketing/promotional effectiveness using specialized expert knowledge of marketing data
• Managing Marketing tests utilizing the Applied Predictive Technology (APT) Test and Learn for Sites, Benchmarker, and Market Basket Analyzer software tools
• Calculating Return on Marketing Investment (ROMI) for marketing promotions
• Collaborating with peer Marketing Analytics Analysts to collect, research, glean insights, and distill key findings from multiple secondary research sources for the purpose of writing well-organized custom research using the internet, academic, government, and secondary research sources
• Acquiring knowledge of other analytics conducted, tracked, and produced by peer Marketing Analytic Analysts
• Comfortable with numbers & numerical relationships and ability to present and explain data in a clear and concise manner
• 7+ years of work experience and a bachelor's degree in mathematics, statistics, economics, engineering, or related field
• Experience developing web applications using SQL
• Run weekly New Business Resources (NBR) meetings with Sub Mission Areas and BD representatives
• Workplace experience, minimum of 2-5 years in marketing, research, communications or design role
• Media or similar industry research experience preferred
• Managing special Marketing/Research related assignments
• Directs and conducts market research and customer assessments and draws strategic and tactical insights as they relate to the company
• Works with the companys business areas to assess their needs for marketing and customer information and structures projects to achieve these specific goals
• Support business planning teams with statistically sound existing and emerging market assessments, providing the foundation for sales planning and goal targets
• Understands and applies various statistical concepts, research data
• Work with Product Management team and outside vendors to conduct relevant market research projects
• Present data to product management team, senior management, to give insight on our business
• Support other departments research needs on request
• Develop and launch questionnaires, conduct analysis, deliver results
• Partner with the direct marketing team, marketing services and legal to launch surveys to our customer database
• Working knowledge/understanding of social media platforms including Twitter, LinkedIn, Facebook, Snap, Instagram, and how they can drive ROI for clients
• 5-10 years of experience in both qualitative and quantitative research from design to reporting and strategic application
• Fully bilingual in English and Japanese in speaking and writing
• Be able to design and execute a research plan
• Be able to lead projects and manage vendors and internal clients
• High level of width and depth of knowledge in market research techniques both qualitative and quantitative
• Support brainstorming initiatives
• Manage analysis and reports/presentation decks across the NPS 360 program (eNPS,rNPS, cNPS and tNPS)
• Lead the automation of tNPS data collection from key markets and monthly summary Global reports for Operation
• Support NPS 360 dashboard design and development to ensure a systemic data collection, data aggregation and data deliver to appropriate audiences
• Ideate and implement data analysis and visualization techniques to distill and activate findings geared to improve customer experience and create differentiation for consumers and customers at each point of contact
• Manage markets adherence to NPS protocols and support on its evolution/enhancement
• Partner to develop Consumer Experience Index, pilot in select markets and ultimately roll out at the Global level
• Advise on operational improvements based on Consumer Experience Index scores
• Provides research consultation to support product, marketing sales, and digital initiatives
• Utilizes knowledge and marketing experience to design and formulate research initiatives
• Expertise with tools, capabilities, programs designed to facilitate management and analysis of data
• Some understanding of consumer health experiences and expectations
• Bachelor’s degree, ideally in market research, marketing or psychology
• Pursuing MBA in Marketing, Quantitative Marketing, Marketing Science, Advertising or a related field of study
• Working knowledge of basic statistics, quantitative/survey research procedures
• Proficient in Microsoft Excel with the ability to create and use pivot tables, design & build tables, and graphs

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Marketing Analyst Job Description [Updated for 2024]

In the ever-evolving landscape of business, the role of Marketing Analysts has become crucial like never before.

As the marketplace becomes increasingly complex and digitized, the demand for strategic thinkers who can interpret, predict, and shape marketing trends is soaring.

But let’s delve deeper: What does a Marketing Analyst truly do?

Whether you are:

• A job seeker wanting to understand the nuances of this role,
• A hiring manager looking to define the perfect candidate,
• Or simply curious about the multifaceted world of marketing analysis,

You’ve come to the right place.

Today, we present a customizable Marketing Analyst job description template, structured for effortless posting on job boards or career websites.

Let’s dive right into it.

Marketing Analyst Duties and Responsibilities

Marketing Analysts use their expertise in marketing, statistics, and business strategies to help organizations understand their target market, measure marketing performance, and identify opportunities for business growth.

They often have the following duties and responsibilities:

• Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand
• 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 competitors and analyze their prices, sales, and method of marketing and distribution
• Prepare reports of findings, illustrating data graphically and translating complex findings into written text
• 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 and coordinate the organization’s market research efforts

Marketing Analyst Job Description Template

We are searching for a detail-oriented and highly analytical Marketing Analyst to help drive our business goals forward.

Marketing Analyst responsibilities include tracking advertising costs, researching consumer behavior and exploring market trends and opportunities.

The ideal candidate should have strong analytical skills, a knack for statistics and a deep understanding of the latest marketing trends and techniques.

Ultimately, the role of the Marketing Analyst is to gather and analyze qualitative data, trends, strategies and competition aiming at increasing competitiveness.

Responsibilities

• Collect data on consumers, competitors and market place and consolidate information into actionable items, reports and presentations
• Understand business objectives and design surveys to discover prospective customers’ preferences
• Compile and analyze statistical data using modern and traditional methods to collect it
• Perform valid and reliable market research SWOT analysis
• Interpret data, formulate reports and make recommendations
• Use online market research and catalogue findings to databases
• Provide competitive analysis on various companies’ market offerings, identify market trends, pricing/business models, sales and methods of operation
• Evaluate program methodology and key data to ensure that data on the releases are accurate and the angle of the release is correct
• Remain fully informed on market trends, other parties researches and implement best practices

Qualifications

• Proven market research analysis experience
• Ability to interpret large amounts of data and to multi-task
• Strong communication and presentation skills
• Knowledge of statistical packages (SPSS, SAS or similar), databases and MS Office
• Search engines, web analytics and business research tools acumen
• Familiarity with CRM programs
• Adequate knowledge of data collection methods (polls, focus groups, surveys etc)
• Working knowledge of data warehousing, modelling and mining
• BSc/BA in Marketing, Statistics, Business Administration or related field
• Health insurance
• Dental insurance
• Retirement plan
• Paid time off
• Professional development opportunities

Additional Information

• Job Title: Marketing Analyst
• Work Environment: Office setting with options for remote work. Some travel may be required for market research or client consultations.
• Reporting Structure: Reports to the Marketing Manager or Head of Marketing.
• Salary: Salary is based upon candidate experience and qualifications, as well as market and business considerations.
• Pay Range: $60,000 minimum to $85,000 maximum
• Location: [City, State] (specify the location or indicate if remote)
• Employment Type: Full-time
• Equal Opportunity Statement: We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.
• Application Instructions: Please submit your resume and a cover letter outlining your qualifications and experience to [email address or application portal].

What Does a Marketing Analyst Do?

A Marketing Analyst generally works for corporations, marketing agencies, or as independent consultants across various industries.

Their primary role is to study and interpret market data, monitoring and forecasting marketing and sales trends, and measuring the effectiveness of marketing programs and strategies.

Marketing Analysts gather data on consumer demographics, preferences, needs, and buying habits.

They collect this data through surveys, questionnaires, and studying market research and trend analyses.

Additionally, they analyze competitors by gathering information about competitor prices, sales, and marketing methods.

Marketing Analysts use statistical analysis software to analyze and interpret data, then generate reports presenting the findings to the management or the clients.

They often work in collaboration with other departments like sales, public relations, and product development to develop and implement marketing plans.

They may also be involved in devising and evaluating methods for data collection, including surveys, questionnaires, opinion polls or other techniques.

The insights provided by a Marketing Analyst help to shape and direct a company’s marketing strategies, aiding in the decision-making process and helping to increase profitability and efficiency.

Marketing Analyst Qualifications and Skills

A proficient Marketing Analyst must have a range of technical skills, industry knowledge, and interpersonal abilities to effectively analyze market trends and strategies, including:

• Analytical skills to examine large data sets and to interpret the data to find patterns, insights and trends.
• Technical abilities to use data analysis tools and software such as SQL, Excel, and Google Analytics.
• Knowledge of market research methods to gather, analyze and interpret marketing trends.
• Communication skills to clearly present findings and insights to team members, stakeholders, and clients. This should include the ability to create and present comprehensive reports.
• Problem-solving skills to identify and address challenges or discrepancies in data or market trends.
• Attention to detail to ensure accuracy in data collection, analysis, and presentation.
• Time-management skills to handle various projects and meet deadlines.
• Knowledge of the industry and competitors to provide context for analysis and recommendations.

Marketing Analyst Experience Requirements

Entry-level Marketing Analyst candidates typically require 1 to 2 years of experience, often acquired through internships or part-time roles in marketing or related business fields.

These professionals can also gain valuable experience in roles such as Market Research Assistant, Sales Representative, or other roles that involve data analysis and understanding customer behavior.

Candidates with 2 to 4 years of experience are often expected to have developed their analytical skills and have a deeper understanding of market trends, consumer behavior, and marketing strategies.

These individuals typically have experience in utilizing marketing analytics tools and software, and can effectively use data to drive marketing decisions.

Professionals with 5 or more years of experience are often considered for senior marketing analyst roles.

They are expected to have a comprehensive understanding of the market and the ability to interpret complex data, as well as experience in leading projects and providing strategic recommendations based on their analyses.

In addition, those with more than 5 years of experience may also have some managerial or team leadership experience, making them suitable candidates for positions that require managing a team of marketing analysts.

Marketing Analyst Education and Training Requirements

Marketing Analysts typically require a bachelor’s degree in marketing, business administration, or a related field.

They need to have a solid understanding of market research techniques, data analysis and statistical methods.

Some organizations may prefer candidates with a Master’s Degree in Business Administration (MBA) or a related field.

Familiarity with Customer Relationship Management (CRM) systems, and knowledge of statistical packages such as SPSS, SAS or Matlab is often essential.

Proficiency in MS Excel for creating spreadsheets and charts, and PowerPoint for presentations is also required.

Additional qualifications, such as a certification in Google Analytics, SQL, or other data analysis tools, can give candidates an edge over others.

Experience in digital marketing, social media, and market research tools is also beneficial.

Continuous learning is key in this role, given the fast-evolving digital marketing landscape.

Hence, additional courses or certifications in digital marketing, data analysis, SEO, or content marketing could be advantageous.

Some employers may also require Marketing Analysts to have experience in the industry they will be working in, such as healthcare, finance, or retail.

Having a Master’s degree and/or certification can also indicate a candidate’s commitment to the field and potential for leadership roles.

Marketing Analyst Salary Expectations

A Marketing Analyst can expect to make an average of $64,071 (USD) per year.

However, this salary can fluctuate based on factors such as years of experience in the field, the size and industry of the company, and the location of the job.

Marketing Analyst Job Description FAQs

What skills does a marketing analyst need.

A Marketing Analyst should have strong analytical skills to interpret complex data and turn it into actionable strategies.

They need to be proficient in statistical analysis software, data visualization tools, and digital marketing platforms.

They should also possess excellent communication skills to present their findings effectively to team members and leadership.

Do Marketing Analysts need a degree?

Most Marketing Analyst positions require a bachelor’s degree in marketing, business, statistics, or a related field.

Some employers might prefer candidates with a master’s degree.

In addition to formal education, a strong understanding of digital marketing practices and data analysis tools is crucial.

What should you look for in a Marketing Analyst resume?

A Marketing Analyst resume should highlight experience with market research, data analysis, and digital marketing platforms.

Look for evidence of strong analytical, communication, and problem-solving skills.

Knowledge of statistical software and data visualization tools is also a plus.

Previous experience in a marketing role and any relevant certifications can also be beneficial.

What qualities make a good Marketing Analyst?

A good Marketing Analyst is inherently curious and enjoys diving into data to uncover insights.

They have a strong analytical mindset and can interpret complex data.

They’re also good communicators, able to translate their findings into clear, actionable strategies for the marketing team.

A proactive attitude, attention to detail, and ability to work under pressure are also important traits.

What is the future career path for a Marketing Analyst?

After gaining experience, a Marketing Analyst can move into more senior roles such as Senior Marketing Analyst, Marketing Manager, or Marketing Director.

They could also specialize in a specific area of marketing, such as SEO or Social Media, or move into a related field, such as Business Intelligence or Data Science.

And there you have it.

Today, we’ve delved into the nuanced dynamics of what it truly means to be a marketing analyst .

And guess what?

It’s not merely about crunching numbers.

It’s about shaping business strategies, one data point at a time.

With our comprehensive marketing analyst job description template and real-world examples, you’re ready to make your mark.

But why limit yourself?

Venture further with our job description generator . It’s your ultimate tool for crafting detailed listings or honing your resume to perfection.

Every piece of data is a cog in the grand machinery of business.

Let’s shape that future. Together.

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The Editorial Team at InterviewGuy.com is composed of certified interview coaches, seasoned HR professionals, and industry insiders. With decades of collective expertise and access to an unparalleled database of interview questions, we are dedicated to empowering job seekers. Our content meets real-time industry demands, ensuring readers receive timely, accurate, and actionable advice. We value our readers' insights and encourage feedback, corrections, and questions to maintain the highest level of accuracy and relevance.

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Market Research Analyst

Job description overview.

A Market Research Analyst job description involves studying market conditions to help businesses understand what customers want and need. They gather data on consumer behaviors, trends, and preferences, analyze it, and then share their findings with their team. The Analyst helps businesses make strategic and informed decisions by identifying opportunities or threats in the market. 

On a typical day, the Analyst may use tools such as surveys, focus groups, and questionnaires to collect data from customers. They analyze this data to identify trends, patterns, and insights that can be used to develop marketing strategies that drive sales. They also create reports to share their findings with their team, as well as clients or stakeholders. 

To become a Market Research Analyst, a Bachelor’s degree in market research, statistics, business administration, or a related field is required. The Analyst should also have strong critical thinking, analytical, and communication skills. They should be able to work in a fast-paced environment and have excellent attention to detail.

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Table of contents, job duties and responsibilities.

• Collect and analyze data on market trends and competitors

• Develop surveys and questionnaires to gather feedback from customers

• Use statistical software to analyze and interpret data 

• Present findings and recommendations to management 

• Monitor and report on the effectiveness of marketing campaigns 

• Identify potential target markets and develop strategies to reach them 

• Collaborate with other departments, such as sales and product development 

• Stay current on industry trends and developments 

• Conduct focus groups and interviews with customers and stakeholders 

• Maintain a database of market research findings for future reference.

Experience and Education Requirements

If you want to become a Market Research Analyst in the Marketing industry, you'll need both education and experience. Usually, employers require a Bachelor's degree in marketing, statistics, or a related field. But having a Master's degree can give you an edge over other candidates. In addition to formal education, employers also look for candidates who have experience working in the field. You can gain experience through internships, volunteering, or working part-time jobs in market research. It's also helpful to have skills in data analysis, communication, and critical thinking. So, if you're interested in a career as a Market Research Analyst, start by getting the education and experience you need to succeed.

Salary Range

The average salary range for a Market Research Analyst in the Marketing industry in the United States is between $45,000 to $85,000 annually. However, this can vary depending on the location, experience level, and company size. For example, in San Francisco, the salary range can be higher, averaging around $65,000 to $130,000 due to the higher cost of living. In contrast, in smaller cities, the range may be lower, averaging around $40,000 to $70,000. Good data for other countries is limited, but in Canada, the range is around CAD $40,000 to $75,000. These figures are based on data from Glassdoor and Payscale.

• Payscale 
• SalaryExpert

Career Outlook

If you're interested in becoming a Market Research Analyst, you'll be happy to know that the job outlook for this field is positive. According to the United States Bureau of Labor Statistics, job growth for market research analysts is projected to be 18% from 2019 to 2029. This is much faster than the average for all occupations. 

This growth is attributed to the increasing demand for data analysis to inform business decisions. As companies become more data-focused, there will be a need for skilled analysts to handle this information. Market Research Analysts help businesses to identify market trends, understand customer behavior, and assess competition. Their valuable insights help companies to make informed decisions and stay ahead of their competitors.

Overall, the outlook for Market Research Analysts is promising. If you're interested in this career path, it's worth considering further education and training to set yourself apart from other job applicants.

Frequently Asked Questions (FAQ)

Q: What does a Market Research Analyst do?

A: As a Market Research Analyst, you collect and analyze data about target markets for products and services.

Q: What are the necessary qualifications for this job?

A: Generally, you'll need a bachelor's degree in marketing, statistics, or a related field, as well as knowledge of statistical analysis software.

Q: What skills are essential for this role?

A: Strong analytical skills, knowledge of data analysis software, and advanced communication skills are crucial for a Market Research Analyst.

Q: What types of companies employ Market Research Analysts?

A: Companies in various industries, including healthcare, finance, and consumer goods, employ Market Research Analysts to gain insights into target markets and improve their products and services.

Q: What kind of salary can you expect as a Market Research Analyst?

A: As of 2021, the average annual salary for a Market Research Analyst was around $67,000, though this can vary based on company size, location, and experience level.

Job Descriptions:

Brand director, market research specialist, sales and marketing coordinator, e-commerce marketing manager, marketing operations analyst.

What Does a Market Research Analyst Do?

Learn About the Salary, Required Skills, & More

The Balance / Theresa Chiechi 

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Market Research Analyst Salary

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Job Outlook

Work environment, work schedule, comparing similar jobs.

Market research analysts assess consumer preferences to help organizations decide how to shape, advertise, and market their products and services. Many market research analysts work for consulting firms that are hired on a contract basis. Others work directly for employers as part of a marketing team at consumer and product firms.

Approximately 738,000 people worked as market research analysts in the U.S. in 2020.

Market Research Analyst Duties & Responsibilities

Market analysts' responsibilities can depend somewhat on the employer, but they're largely similar:

• Devise and evaluate methods for collecting data, such as surveys, focus groups, questionnaires, and opinion polls.
• Analyze data using statistical software.
• Interpret the data they've collected, ​organizing this information into statistical tables and reports.
• Present their findings to executives and clients through charts, graphs, and other visual means to help them make ​better-informed decisions about product introductions, modifications, and marketing campaigns. 
• Create a visual of industry trends and of competitors so organizations can predict how products and services will fare in the marketplace.
• Measure effectiveness of marketing programs and strategies.

The industries that most frequently employ market research analysts include management, science, technical consulting services, computer systems design services, and advertising/public relations services.

Salaries can vary depending upon employer and industry. Those who work in the publishing industry tend to be the highest paid, but only marginally over those in company management.

• Median Annual Salary: $65,810
• Top 10% Annual Salary: More than $127,410
• Bottom 10% Annual Salary: Less than $33,80

Education, Training & Certification

Advanced education and certification can help land a job in this occupation.

• Education: Market research analysts typically have at least a bachelor's degree in marketing, market research, statistics, computer science, math, social sciences, business administration, communications, or a related field. An  MBA  or other advanced education isn't required, but it's usually desired for leadership positions.
• Certification: Certifications are voluntary but strongly recommended because they help demonstrate professional competency.

The  Marketing Research Association  provides training and certification to those who qualify. 

Market Research Analyst Skills & Competencies

Some qualities and acquired skills will help you succeed at becoming a market research analyst.

• Computer skills: Experience with Microsoft PowerPoint and Word, as well as statistical software platforms such as SPSS, WinCross, SAS, and Market Sight, can help with sorting data, as well as creating visual results and trends.
• Math and analytical skills: These are essential for analyzing research data.
• Confidence : You should be comfortable speaking in front of strangers and presenting results to internal team members and management.
• Multitasking capability : You should be able to manage multiple projects with a quick turnaround.
• Interpersonal skills: You'll need an ability to work well with all levels of management, internal staff, clients, and vendors.

According to the U.S. Bureau of Labor Statistics, opportunities for market research analysts are expected to grow by 18% from 2016 through 2029, which is much faster than the average for all occupations.

Trends toward using data to understand consumer preferences for products and services and to target marketing to specific consumer niches are chiefly responsible for this projected growth.

This is a diversified position that can require working alone or with a team at any given time. You'll be working with people with a wide variety of skills and talents.

This is a full-time job, normally during regular business hours. Some overtime can be required due to looming deadlines and business volume.

How to Get the Job

LEARN AND APPLY:

The Insights Association has job listings, a networking portal, and it offers a certification program that can add immeasurably to your resume. Also check the top job boards for available positions.

DRAFT THE PERFECT RESUME:

Your resume is your first introduction to a prospective employer, and a good one can't be overrated. Learn tips and techniques for making yours perfect.

INCLUDE RELEVANT SKILLS IN YOUR COVER LETTER:

If the job requests a  cover letter , use two to three short paragraphs to describe past projects where you successfully performed market research.

Here's the estimated annual earning for similar occupations.

• Cost estimator : $66,610
• Economist : $108,350
• Public relations specialist : $62,810
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Market Research Analyst Salary and Job Outlook

July 4, 2024

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A powerful strategy for any company is to get customers to love its products or services. Research supports the tried-and-true notion that a direct link exists between revenue growth and how customers feel about what a company offers them. This connection seems simple enough; however, businesses often rely on experts who can make sense of the data. Market research analysts examine numerous factors to assess a company’s standing in the market and its relationship with its customers, including product sales, consumer preferences and buying habits, and its competition. They make it their mission to read market trends, with the goal of maximizing a company’s return. The exponential growth of market data—from social media impressions to online product reviews—and the increasing interest in understanding this data are expected to drive significant demand for market research analysts in the coming years. Pursuing an advanced business education can impact a market research analyst’s salary and their ability to qualify for leadership roles in this important business sector.

Market Research Analyst Job Description

Market research analysts are key players in developing and measuring the effectiveness of a marketing strategy. They help businesses better understand customer reception of their products and services, how to reach their target audience, and any targeted price points those services and products may sell best at. Market research analysts rely on a host of tools to collect data, including surveys and questionnaires. They may conduct focus groups or perform literature reviews. In the age of big data, analysts also use data analysis software and other technological tools to analyze and interpret market data. A critical aspect of a market research analyst’s job description is sharing this information with key stakeholders and decision-makers. Analysts convert the insights they glean from their analysis into written reports and visualizations, like charts and graphs, and present those findings to a broad audience, including clients and executives. Because their skill set is so valuable, analysts can find work in health care, finance, and retail—any industry in which marketing can influence a company’s success. Quantitative vs. Qualitative Analysis The two most prominent types of market research analysis are quantitative and qualitative. Quantitative analysis focuses on numerical data, using surveys and other tools to collect data on consumer behavior and market trends. Analysts performing quantitative analysis use statistical software and data visualization tools to analyze large data sets, identifying patterns and trends to inform business decisions. Qualitative analysis, on the other hand, is a more subjective form of market research that focuses on nonnumerical data. For qualitative analysis, analysts may conduct focus groups and use other forms of research to gain insights into consumer behavior and preferences. They analyze this data to identify themes and trends to help businesses develop more effective marketing strategies.

How to Become a Market Research Analyst

Prospective analysts often need to meet certain educational requirements. They typically need a bachelor’s degree in a relevant field, such as marketing, statistics, or finance. While a bachelor’s degree is sufficient for entry-level positions, many companies prefer a master's degree, particularly when hiring for more senior positions. Master of Business Administration (MBA) programs, especially those that offer a marketing concentration, can be an excellent way to build up and demonstrate business acumen. An MBA can also equip students with a broad range of business knowledge and skills highly relevant to market research and can help graduates stand out to recruiters. A 2022 survey from the Graduate Management Admission Council (GMAC) revealed that 90% of corporate recruiters were confident that MBA graduates would succeed in business. And according to 2021 data from the CMO Survey, an MBA can also result in a higher market research analyst salary than other advanced degree options. In addition to a graduate degree, several relevant certifications can help aspiring market research analysts gain a competitive edge in the job market. One of the most well-known certifications in the field is the Certified Market Research Analyst (CMRA), which helps demonstrate proficiency in various market research techniques and methodologies and a commitment to professional standards and ethics. Work experience is also often a crucial step in becoming a market research analyst. Entry-level positions, such as research assistant or analyst, can provide valuable on-the-job training and experience in conducting research studies, analyzing data, and presenting findings to an audience.

The median annual salary for market research analysts was $63,920 as of May 2021, according to the U.S. Bureau of Labor Statistics (BLS). The top 10% of earners made roughly double the median, with a salary of $128,320. Numerous factors can affect compensation, including experience level, location, and industry. For example, the BLS reports that market research analysts in publishing and those in finance and insurance earned $79,450 and $76,650, respectively. The job outlook for market research analysts is also promising, with the BLS projecting a 19% growth in employment from 2021 to 2031, resulting in the creation of more than 150,000 new jobs. This projection is much higher than the average for all occupations (5%), due to the increasing importance of big data in informing business decisions and the need for companies to remain competitive by gaining insights into customer behaviors and preferences.

Advance Your Career as a Market Research Analyst

Market research analysts are crucial drivers of business success. As industries continue to evolve and customer preferences change, analysts will remain vital. The insights they provide can make the difference between a successful business and one that struggles to compete in a crowded market. Because of their significant contributions to business growth, market research analysts are in high demand across a range of industries. Individuals considering this career path should explore Washington State University’s Online Master of Business Administration program. The program, which includes a marketing concentration , delivers a comprehensive education that can prepare you for success as a market research analyst, with courses in data analysis, market fundamentals, and new product marketing. MBA graduates will also complete a capstone project, which offers students the opportunity to put their knowledge into practice by building and presenting a business plan, along with testing a product to measure its commercial potential.

Discover how to master the market with WSU.

Recommended Readings

5 Benefits of Business Analytics in an Organization

Is an MBA Worth It?

What Is a Sales and Marketing Strategy?

The CMO Survey, Managing and Measuring Marketing Spending for Growth and Returns

Graduate Management Admission Council, Corporate Recruiters Survey: 2022 Summary Report

Indeed, “How to Become a Market Research Analyst in 3 Steps”

Indeed, “What Does a Market Research Analyst Do? Duties and Skills”

International Institute of Market Research and Analytics, Certified Market Research Analyst

McKinsey & Company, “Experience-Led Growth: A New Way to Create Value”

U.S. Bureau of Labor Statistics, Market Research Analysts

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Resources >

Guide to corporate titles >.

• Marketing Analysts

A guidebook that explains the range of titles typically found within a corporation

Marketing Analysts are responsible for collecting and analyzing data to evaluate the effectiveness of marketing strategies and campaigns. Their duties include market research, data analysis, reporting on marketing performance, and providing insights to inform decision-making. They play a critical role in helping organizations understand market trends, customer behavior, and the impact of marketing efforts on business performance.

• Reporting Structure
• Roles and Responsibilities  
• Key Skills and Competencies
• Career Path

Typical Key Initiatives

Key performance indicators, professional organizations and networks, certifications and training, sample job description, reporting structure .

Title of Supervisor Marketing Analysts typically report directly to the Director of Marketing, Marketing Manager, or, in some cases, to the Chief Marketing Officer (CMO).

List of Direct Reports Marketing Analysts may not have direct reports but often collaborate closely with:

• Data Analysts: Assist in data collection and analysis.
• Market Researchers: Provide insights on market trends and customer behavior.
• Campaign Managers: Utilize analysis to optimize marketing campaigns.
• Content Creators: Inform content strategy based on data insights.

Roles and Responsibilities 

The roles and responsibilities of a Marketing Analyst can vary depending on the size and structure of the company but generally include the following:

Data Collection and Analysis:

• Collect and analyze data from various sources, including market research, customer feedback, and digital analytics tools.
• Use statistical techniques to interpret data and identify trends and patterns.

Market Research:

• Conduct market research to understand industry trends, competitive landscape, and customer preferences.
• Design and execute surveys, focus groups, and other research methods to gather primary data.

Performance Reporting:

• Develop and maintain dashboards and reports to track marketing performance metrics.
• Provide regular updates on key performance indicators (KPIs) to senior management.

Strategic Insights:

• Provide insights and recommendations based on data analysis to inform marketing strategies and decision-making.
• Identify opportunities for improvement in marketing campaigns and initiatives.

Campaign Optimization:

• Analyze the effectiveness of marketing campaigns and suggest optimizations to improve performance.
• Conduct A/B testing and other experimental designs to assess the impact of different marketing strategies.

Customer Segmentation:

• Segment the customer base to identify target audiences and tailor marketing efforts accordingly.
• Develop customer personas based on data insights to guide marketing strategies.

Budget Management:

• Assist in the allocation and management of marketing budgets based on data-driven insights.
• Track and report on marketing spend and return on investment (ROI).

Key Skills and Competencies 

The following skills and competencies are crucial for a Marketing Analyst:

Technical and Professional Skills:

• Strong understanding of data analysis techniques and statistical methods.
• Proficiency in using data analysis tools such as Excel, SQL, Google Analytics, and data visualization software like Tableau or Power BI.

Analytical and Problem-Solving Skills:

• Ability to analyze large datasets and extract meaningful insights.
• Strong problem-solving skills to address marketing challenges effectively.

Communication Skills:

• Clear and effective communication skills, both written and verbal, to present data findings and insights to various stakeholders.
• Ability to create concise and compelling reports and presentations.

Organizational Skills:

• Strong organizational skills to manage multiple projects and priorities simultaneously.
• Attention to detail to ensure accuracy and consistency in data analysis and reporting.

Interpersonal Skills:

• Strong interpersonal skills with the ability to build and maintain relationships with internal and external stakeholders.
• High level of empathy and customer service orientation.

Continuous Learning:

• Commitment to continuous learning and staying updated with the latest marketing trends and data analysis techniques.
• Willingness to participate in professional development and certification programs.

Career Path 

The career path to becoming a Marketing Analyst typically involves a combination of education, experience, and professional development. The following are common steps in the career progression:

• A bachelor’s degree in Marketing, Business, Statistics, Economics, or a related field is typically required. A master’s degree in a related field can be beneficial.
• Professional certifications such as Google Analytics Certification or Digital Marketing Certification can enhance a candidate’s credentials.

Early Career:

• Entry-level roles in marketing, such as Marketing Assistant, Data Analyst, or Market Research Assistant, provide foundational experience in data analysis and marketing.
• Gaining experience in data collection, analysis, and reporting is crucial during this stage.

Mid-Career:

• Progressing to more senior roles such as Senior Marketing Analyst, Marketing Data Scientist, or Digital Marketing Analyst allows individuals to develop leadership skills and gain exposure to different aspects of marketing analysis.
• Experience in managing marketing analysis projects and leading data-driven initiatives is important for career advancement.

Senior Leadership Roles:

• Serving in senior leadership roles such as Director of Marketing Analytics, Head of Data Science, or Chief Marketing Officer provides the experience needed to take on the Marketing Analyst role.
• Developing expertise in marketing strategy, data science, and leadership is essential during this stage.

Becoming a Marketing Analyst:

• To become a Marketing Analyst, candidates typically need 5-10 years of experience in marketing and data analysis, with a track record of success in senior marketing roles.
• Networking, mentorship, and continuous professional development are important for reaching the Marketing Analyst position.
• Adopting advanced data analytics tools to enhance data collection, analysis, and reporting capabilities.
• Integrating machine learning and AI technologies to improve predictive analytics.
• Creating comprehensive marketing dashboards to track and visualize key performance metrics.
• Enhancing data visualization capabilities to provide deeper insights.
• Segmenting the customer base to identify high-value target audiences.
• Developing customer personas to guide marketing strategies.
• Analyzing marketing campaigns to identify areas for improvement and optimization.
• Conducting A/B testing to assess the impact of different marketing strategies.

The performance of a Marketing Analyst is often measured using a variety of Key Performance Indicators (KPIs) that reflect the effectiveness, efficiency, and overall impact of their analysis. The following are common KPIs used to evaluate a Marketing Analyst’s performance:

Operational Metrics:

• Data Accuracy:  Measures the accuracy and reliability of data analysis and reporting.
• Report Timeliness:  Tracks the timeliness of report generation and delivery.

Engagement Metrics:

• Customer Segmentation Accuracy:  Measures the effectiveness of customer segmentation and targeting efforts.
• Market Research Completion Rate:  Tracks the completion rate of market research projects.

Performance Metrics:

• Campaign Performance:  Measures the impact of marketing campaigns based on key metrics such as engagement, conversions, and ROI.
• Marketing Spend Efficiency:  Tracks the efficiency of marketing spend in relation to ROI.

Strategic Metrics:

• Insight Utilization:  Measures the extent to which data insights are used to inform marketing strategies and decision-making.
• Stakeholder Satisfaction:  Gauges the satisfaction levels of internal and external stakeholders with the insights and recommendations provided.
• AMA offers resources, certification, and networking opportunities for marketing professionals.
• Website:  www.ama.org
• DMI offers certification and training programs in digital marketing and data analysis.
• Website:  www.digitalmarketinginstitute.com
• MRA provides resources and certification for professionals involved in market research.
• Website:  www.marketingresearch.org
• Google Analytics Academy offers training and certification in Google Analytics and data analysis.
• Website: analytics.google.com/analytics/academy
• HubSpot Academy offers free and paid certification courses in marketing analytics and digital marketing.
• Website:  academy.hubspot.com

To excel in the role of Marketing Analyst, individuals can benefit from a variety of certifications and specialized training programs that enhance their skills and knowledge. Here are some key certifications and training programs beneficial for Marketing Analysts:

• This certification validates proficiency in Google Analytics, a key tool for analyzing marketing performance.
• Benefits:  Provides expertise in data analysis and performance tracking.
• Requirements:  Requires passing the GAIQ exam.
• Offered by HubSpot Academy, this certification covers marketing analytics and data-driven decision-making.
• Benefits:  Enhances skills in marketing analytics and digital strategy.
• Requirements:  Requires completing the online course and passing the certification exam.
• Offered by the Digital Marketing Institute (DMI), this certification covers a wide range of digital marketing topics, including data analysis.
• Benefits:  Provides a broad understanding of digital marketing strategies.
• Requirements:  Requires completing the certification course and passing the exam.
• Offered by the Marketing Research Association (MRA), this certification focuses on market research techniques and best practices.
• Benefits:  Enhances skills in conducting and analyzing market research.
• Requirements:  Requires passing the certification exam and meeting relevant work experience criteria.
• The PMP certification is for project management professionals and covers the principles and practices of project management.
• Benefits:  Provides skills in managing and leading marketing projects and initiatives.
• Requirements:  Requires passing the PMP exam and meeting educational and project management experience requirements.
• Offered by the International Institute of Business Analysis (IIBA), this certification focuses on business analysis techniques and best practices.
• Benefits:  Enhances skills in business analysis and data-driven decision-making.
• Requirements:  Requires passing the CBAP exam and meeting relevant work experience criteria.

Position Title:  Marketing Analyst Reports To:  Director of Marketing, Marketing Manager, or Chief Marketing Officer (CMO) Location:  [Company Location] Company:  [Company Name]

About the Company: [Company Name] is a [brief company description, including industry, size, and any notable achievements or goals]. We are committed to [company mission or vision], and we are looking for an experienced and dynamic Marketing Analyst to join our team and lead our data-driven marketing efforts.

Job Summary: The Marketing Analyst is responsible for collecting and analyzing data to evaluate the effectiveness of marketing strategies and campaigns. The Marketing Analyst will conduct market research, analyze data, report on marketing performance, and provide insights to inform decision-making. This role requires a strategic thinker with a strong background in data analysis and excellent communication skills.

Key Responsibilities:

Key Skills and Competencies:

Qualifications:

• Bachelor’s degree in Marketing, Business, Statistics, Economics, or a related field. A master’s degree in a related field can be beneficial.
• Professional certifications such as Google Analytics Certification or Digital Marketing Certification are highly desirable.
• Minimum of 5-10 years of progressive experience in marketing and data analysis, with a track record of success in senior marketing roles.
• Experience in [relevant industry or sector] is preferred.
• Competitive salary and performance-based incentives.
• Comprehensive health, dental, and vision insurance plans.
• Retirement savings plan with company match.
• Professional development and training opportunities.
• Paid time off and flexible work arrangements.

Application Process: Interested candidates are invited to submit their resume and a cover letter detailing their qualifications and experience to [contact information or application link]. Please include “Marketing Analyst Application” in the subject line.

[Company Name] is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.

Executive Leadership

• Chief Executive Officer
• Chief Financial Officer
• Chief Operating Officer
• Chief Marketing Officer
• Chief Technology Officer
• Chief Human Resources Officer
• Chief Product Officer
• Chief Digital Officer
• Chief Information Officer
• Chief Accounting Officer
• Heads of Business Units or Divisions
• Vice President of Finance
• Director of Finance
• Director of Accounting
• Assistant Treasurer
• Accounting Managers
• Cash Managers
• Director of Financial Planning and Analysis
• Finance Managers and Analysts
• Financial Controller
• Financial Reporting Managers
• Head of Investor Relations
• Internal Audit Director
• Internal Audit Manager
• Senior Internal Auditors
• Internal Auditors
• IT Auditors
• Investment Managers
• Investor Relations Managers
• Payroll Managers
• Senior Accountants
• Senior Financial Analysts
• Tax Manager
• Treasury Analysts
• Treasury Operations Managers
• Call Center Managers
• Customer Service Managers
• Continuous Improvement Managers
• Customer Experience Managers
• Customer Support Specialists
• Director of Customer Service
• Director of Manufacturing
• Director of Operations
• Director of Quality Assurance
• Production Managers

Product Management

• Digital Product Managers
• Director of Product Development
• Director of Product Marketing
• Product Analysts
• Product Manager
• UX/UI Design Lead
• Vice President of Product Management
• Brand Managers
• Communications Specialists
• Competitive Intelligence Analysts
• Consumer Insights Managers
• Content Writers
• Content Managers
• Corporate Communications Managers
• Creative Directors
• Data Analysts
• Digital Marketing Managers
• Director of Brand Management
• Director of Digital Marketing
• Director of Market Research
• Director of Marketing
• Director of Public Relations
• Email Marketing Managers
• Event Coordinators
• Event Planners
• Graphic Designers
• Market Research Managers
• Marketing Communications Managers
• Marketing Coordinators
• Marketing Managers
• Media Relations Managers
• Social Media Managers
• Public Relations Managers
• Paid Media Managers
• Research Coordinators
• SEO Managers
• Social Media Specialists
• Survey Specialists
• Vice President of Digital Marketing
• Vice President of Marketing
• Director of Sales

Supply Chain & Logistics

• Director of Supply Chain Management
• Director of Logistics
• Logistics Managers
• Logistics Coordinators
• Distribution Managers
• Inventory Managers
• Procurement Managers
• Supply Chain Analysts
• Supply Chain Managers
• Transportation Managers
• Warehouse Managers

Human Resources

• Vice President of Talent Acquisition
• Compensation and Benefits Managers
• Director of Human Resources
• Director of Employee Relations
• Director of Learning and Development
• Director of Compensation and Benefits
• Director of Diversity, Equity, and Inclusion
• Human Resources Manager
• Talent Acquisition Managers
• Training and Development Managers
• Employee Relations Specialists
• HR Generalists
• HR Coordinators
• HR Business Partners
• Compliance Officer
• Corporate Counsel
• Deputy General Counsel
• General Counsel
• Intellectual Property Counsel
• Paralegals and Legal Assistants
• Litigation Counsel

Technology/IT

• Director of IT Operations
• Director of IT Infrastructure
• Director of Information Security
• Director of E-Commerce
• Director of Digital Strategy
• Director of Digital Platforms
• Director of Cybersecurity
• Director of Applications Development
• DevOps Managers
• Cloud Engineers

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Channel Marketing Analyst V

Channel Marketing Analyst V is responsible for marketing a company's products and services through third-party or partner channels. Researches competitor activities, industry trends, and consumer behaviors to identify joint partner or channel opportunities that increase brand awareness and reach new markets. Being a Channel Marketing Analyst V gathers and analyzes sales data and marketing metrics to determine the effectiveness of marketing strategies or channels and measure the return on investment (ROI). Collaborates with channel partners or affiliates to create channel-specific marketing campaigns, materials, and resources. Additionally, Channel Marketing Analyst V provides onboarding, training, and support to establish effective relationships with channel partners and align marketing efforts. Requires a bachelor's degree. Typically reports to a manager. The Channel Marketing Analyst V works autonomously. Goals are generally communicated in "solution" or project goal terms. May provide a leadership role for the work group through knowledge in the area of specialization. Works on advanced, complex technical projects or business issues requiring state of the art technical or industry knowledge. To be a Channel Marketing Analyst V typically requires 10+ years of related experience.

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Years of Experience

Education Level

Company Size

• Channel Marketing Manager
• Channel Marketing Director
• Channel Marketing Analyst I
• Channel Marketing Analyst II
• Channel Marketing Analyst IV
• Channel Marketing Supervisor
• Channel Marketing Analyst III
• Channel Marketing Senior Manager
• Product/Brand Marketing Analyst V
• Marketing Communications Specialist V
• Channel Marketing Analyst V Salaries with No Diploma
• Channel Marketing Analyst V Salaries with a High School Diploma or Technical Certificate
• Channel Marketing Analyst V Salaries with an Associate's Degree
• Channel Marketing Analyst V Salaries with a Bachelor's Degree
• Channel Marketing Analyst V Salaries with a Master's Degree or MBA
• Channel Marketing Analyst V Salaries with a JD, MD, PhD or Equivalent
• Advertising
• Customer Services
• Retail/Wholesale
• Aerospace & Defense
• Biotechnology
• Business Services
• Construction
• Edu., Gov't. & Nonprofit
• Energy & Utilities
• Financial Services
• Hospitality & Leisure
• MFG Durable
• MFG Nondurable
• Pharmaceuticals
• Retail & Wholesale
• Software & Networking
• Transportation
• San Diego, CA Channel Marketing Analyst V Salaries
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Sr. Director Analyst, Marketing Leadership and Strategy (Remote-Eastern US)

• Remote, Texas / Remote - United States
• Research & Advisory

Description

Senior Director Analyst, Marketing Leadership and Strategy

Gartner is seeking an Analyst that will change how CMOs deliver business impact. 

About This Role:

Gartner Analysts are industry thought leaders who create must-have research, market predictions and best practices for a broad range of world-leading organizations. A Senior Director serves as a leader within Gartner’s Research and Advisory sector, establishing oneself as a credible voice within their designated market at local, regional, and global levels. Utilizing exceptional research and analytical skills, a Senior Director plays a significant role in producing pragmatic and provocative research which Gartner clients consume and apply to propel their business toward key objectives. They are a trusted source of advice for clients, reinforcing Gartner’s value every day by engaging them via in-person meetings, virtual meetings, sales support visits and Gartner conferences to discuss complex client challenges and offer appropriate recommendations.

This role sits within Gartner’s Marketing & Communications practice and will address the needs of CMOs and their key leaders in transforming their functions for business impact.  As disruptive forces inside and outside the enterprise are resetting the expectations and objectives of B2B CMOs, this role will focus on Marketing Leadership and Strategy, specifically Marketing Strategy Development and Functional Leadership and Collaboration, as well as Marketing-led Innovation and Transformation, including GenAI, as connected levers to harness such disruptions to their advantage.   Successful candidates will leverage a deep understanding of CMO sensibilities to advise marketing leaders on how to:

Marketing Strategy Development

• Lead the development and delivery of marketing strategic plans that align marketing strategies, objectives, activities and resources to the enterprise vision, goals and strategic outcomes
• Prove and articulate the value of marketing to the enterprise to increase understanding of marketing’s role, show its impact to enterprise priorities, and secure budget and resources
• Build and execute marketing strategies that are resilient to change and deliver value, specifically demonstrating marketing impact on and accountability for business growth

Functional Leadership and Collaboration

• Lead the marketing function to deliver improved results against marketing objectives and generate tangible business value
• Define and establish the role of marketing in cross-functional initiatives, including partnering with other CxO, functions or departments
• Drive effective coordination and collaboration in and outside of marketing, avoiding common pitfalls that lead to dysfunctional collaboration or serve as obstacles to collaboration

Marketing-led Innovation and Transformation

• Define and establish marketing’s role in leading or contributing to the organization's innovation or transformation initiatives, including aligning resources and ensuring a sustainable approach
• Present AI plans to the Board or senior leaders, shape and influence enterprise AI and go-to-market strategies, support dynamic business strategies that leverage AI driven capabilities

What You Will Do

• Deliver high-quality actionable advice to an executive client audience through a variety of media.
• Write evidence-based content that is clear and actionable.
• Create and deliver presentations for webinars and other client-facing Gartner events.
• Track and work closely with vendors, market trends, emerging technologies and practices to remain ahead of the curve within the AI-driven marketing technology space.
• Deliver outstanding sales and service support to retain and grow the Gartner business.
• Build credibility as an industry expert to represent Gartner research, methodology and strategy.
• Actively participate in innovation, ideation, and research discussions and collaborate effectively with peers in our research community.
• Identify research process improvements or develop new processes that help the team and Research & Advisory provide excellent service delivery.
• Be a mentor and a coach by supporting more junior team members

What You’ll Need

• Bachelor's degree or equivalent experience; Graduate degree preferred
• 12+ years of relevant field or industry experience
• An informed understanding of the challenges facing CMOs as leaders within the enterprise and drivers of business impact
• Extensive experience leading a marketing team, department or function and/or advising CMOs or senior marketing executives 
• Extensive experience leading development and execution of marketing strategies and aligning resources that drives enterprise growth
• Experience as a CMO or senior marketing executive engaging with cross-functional leaders to develop strategic plans tied to organizational priorities
• Hands-on experience with AI applications for Marketing teams, practical understanding of the use of AI and its potential impact on marketing operations, strategies, and talent
• Experience building business cases for marketing strategies or plans, resources and budgets
• Experience as a leader in marketing-led innovation and transformation efforts that impact people, process and technology
• Demonstrated executive presence; can immediately establish credibility with executives and additional stakeholders
• Strong organizational skills; ability to work under tight deadlines and produce high quality deliverables
• Demonstrate excellence in research and writing ability
• Strong written and verbal proficiency, analytical and presentation skills; ability to engage clients and respond effectively to questions
• Proficient in analyzing and synthesizing data; can effectively apply patterns and frameworks while drawing and defending conclusions to client challenges
• Strong communication skills to explain complex concepts concisely and simply
• Comfort presenting at large and small-scale speaking engagements
• Strong business and financial acumen
• Ability to work independently, while also being intrinsically motivated to collaborate across teams and support the workflow of others, in a multicultural global team
• Learning agile and adept with navigating highly matrixed environments
• Ability to represent Gartner's research methodology and strategies effectively at all levels

Who are we?  

At Gartner, Inc. (NYSE:IT), we guide the leaders who shape the world.

Our mission relies on expert analysis and bold ideas to deliver actionable, objective insight, helping enterprise leaders and their teams succeed with their mission-critical priorities.

Since our founding in 1979, we’ve grown to more than 20,000 associates globally who support ~15,000 client enterprises in ~90 countries and territories. We do important, interesting and substantive work that matters. That’s why we hire associates with the intellectual curiosity, energy and drive to want to make a difference. The bar is unapologetically high. So is the impact you can have here.

What makes Gartner a great place to work?  

Our sustained success creates limitless opportunities for you to grow professionally and flourish personally. We have a vast, virtually untapped market potential ahead of us, providing you with an exciting trajectory long into the future. How far you go is driven by your passion and performance.

We hire remarkable people who collaborate and win as a team. Together, our singular, unifying goal is to deliver results for our clients.

Our teams are inclusive and composed of individuals from different geographies, cultures, religions, ethnicities, races, genders, sexual orientations, abilities and generations.

We invest in great leaders who bring out the best in you and the company, enabling us to multiply our impact and results. This is why, year after year, we are recognized worldwide as a great place to work .

What do we offer?  

Gartner offers world-class benefits, highly competitive compensation and disproportionate rewards for top performers. 

In our hybrid work environment, we provide the flexibility and support for you to thrive — working virtually when it's productive to do so and getting together with colleagues in a vibrant community that is purposeful, engaging and inspiring.

Ready to grow your career with Gartner? Join us.

The policy of Gartner is to provide equal employment opportunities to all applicants and employees without regard to race, color, creed, religion, sex, sexual orientation, gender identity, marital status, citizenship status, age, national origin, ancestry, disability, veteran status, or any other legally protected status and to affirmatively seek to advance the principles of equal employment opportunity.

Gartner is committed to being an Equal Opportunity Employer and offers opportunities to all job seekers, including job seekers with disabilities. If you are a qualified individual with a disability or a disabled veteran, you may request a reasonable accommodation if you are unable or limited in your ability to use or access the Company’s career webpage as a result of your disability. You may request reasonable accommodations by calling Human Resources at +1 (203) 964-0096 or by sending an email to  [email protected] .

By submitting your information and application, you confirm that you have read and agree to the country or regional recruitment notice linked below applicable to your place of residence.

Gartner Applicant Privacy Link: https://jobs.gartner.com/applicant-privacy-policy

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