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Marketing research analyst skills for your resume and career

Updated January 8, 2025

4 min read

Quoted experts

Lauren Easom M.Ed, GCDF,

Hanna Kim Ph.D.

Marketing research analyst example skills

Below we've compiled a list of the most critical marketing research analyst skills. We ranked the top skills for marketing research analysts based on the percentage of resumes they appeared on. For example, 7.0% of marketing research analyst resumes contained data analysis as a skill. Continue reading to find out what skills a marketing research analyst needs to be successful in the workplace.

15 marketing research analyst skills for your resume and career

1. Data Analysis

Here's how marketing research analysts use data analysis:

Presented the data analysis and recommendation to the representative of the University of Oregon athletics department
Contributed to survey design and data analysis for both demographic and experience based surveys.

2. Research Projects

Here's how marketing research analysts use research projects:

Directed primary and secondary market research projects for entire division resulting in increased sales through improved knowledge of customers and competitors.
Research projects included market share estimation, revenue forecasting, competitive intelligence research, consultancy to international organizations, etc.

3. SPSS

Here's how marketing research analysts use spss:

Utilized and developed analysis with SPSS.
Utilized SPSS, MS PowerPoint, MS Excel, MS Word.

4. PowerPoint

Here's how marketing research analysts use powerpoint:

Created presentations with actionable recommendations using PowerPoint / Keynote.
Prepared Quark, MS PowerPoint and Word presentations for retail clients on strategic changes necessary for adapting to the readership markets.

5. Data Entry

Data entry means entering data into a company's system with the help of a keyboard. A person responsible for entering data may also be asked to verify the authenticity of the data being entered. A person doing data entry must pay great attention to tiny details.

Here's how marketing research analysts use data entry:

Implemented a company-wide automatic data collection process eliminating 4 hours of daily manual data entry.
Perform data entry into proprietary system.

6. Project Management

Here's how marketing research analysts use project management:

Formulated recommendations based on competitive assessments conducted in the field of project management simulation training software.
Project Management experience, Competitive and financial analysis on local and international emerging technology companies.

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7. Analyze Data

Analyze data or data analysis refers to the practice of studying, organizing, and transforming data to make it more useful. It also includes the cleansing of non-useful information which helps in better decision making regarding any particular matter. Analyze data is a practice that is used widely in the field of business, social sciences, and science.

Here's how marketing research analysts use analyze data:

Collect and analyze data on potential customers and competitors.
Conduct research, analyze data and develop marketing presentations to solicit air service to Orlando International Airport (MCO).

8. Primary Research

Primary research is a type of study wherein the researcher, marketing research analyst, and other related professionals conduct and execute the analysis. This means that it involves a direct source of information through an interview process, survey forms, questionnaires, focus group discussion, observation, and other research methods.

Here's how marketing research analysts use primary research:

Developed, administered and managed internal and external primary research.
Performed Secondary and Primary research studies.

9. Data Collection

Data collection means to analyze and collect all the necessary information. It helps in carrying out research and in storing important and necessary information. The most important goal of data collection is to gather the information that is rich and accurate for statistical analysis.

Here's how marketing research analysts use data collection:

Identified and developed appropriate instrument for data collection by refining questionnaires.
Performed all market and customer data collection, analysis and presentation.

10. Tableau

Here's how marketing research analysts use tableau:

Supported with data extracts for reporting using Tableau.
Used Google Analytics and Tableau to collect relevant online activity data and translate them into key performance metrics.

11. Market Trends

Here's how marketing research analysts use market trends:

Conducted Market analysis and established market trends, identifying competitors, customer trends and business needs.
Tracked and analyzed various quantitative market indicators to discover market trends and create sales forecasts.

12. SAS

SAS stands for Statistical Analysis System which is a Statistical Software designed by SAS institute. This software enables users to perform advanced analytics and queries related to data analytics and predictive analysis. It can retrieve data from different sources and perform statistical analysis on it.

Here's how marketing research analysts use sas:

Developed predictive scoring models, profile models, customer segmentations and list selections using SAS.
Utilized SAS programming and mathematical modeling techniques to select potential customers for products and marketing programs.

13. Market Research Data

Here's how marketing research analysts use market research data:

Gathered, analyzed, and interpreted market research data from both a technical and market reality standpoint.
Analyze market research data, produce reports, and make presentations for major food service management corporation

14. SQL

Here's how marketing research analysts use sql:

Edited and maintained SQL queries used to create campaign extracts, and portfolio analysis.
Designed relational databases with MS Access and MS SQL Server 2.

15. Statistical Analysis

Here's how marketing research analysts use statistical analysis:

Conducted statistical analysis for clustering & segmentation of the customer data base.
Utilized advanced statistical analysis and research methodologies to formulate various marketing plans.

5 Marketing Research Analyst resume examples

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What skills help Marketing Research Analysts find jobs?

Tell us what job you are looking for, we’ll show you what skills employers want.

What skills stand out on marketing research analyst resumes?

Lauren Easom M.Ed, GCDF

Director, Georgia College

Two skills that employers are always looking for on a resume is an individual's ability to problem solve and work well in a team.

What soft skills should all marketing research analysts possess?

Hanna Kim Ph.D.

Associate Professor, Chair, Adelphi University

Important soft skills: strong emotional intelligence: Anthropology students with fieldwork experience, for example, from study abroad, field school, or a course/semester capstone or thesis project, know the challenges of conducting a project or being part of a team with a project goal. Being attuned towards one's interlocutors or colleagues, that is, being aware of and acting appropriately, whether to obtain rich fieldwork data or facilitate teamwork, are valuable skills. Successful fieldwork, even of short duration, tests one's skills of interaction in unfamiliar situations; of reading a situation that may be uncomfortable and strange to one's experience; of navigating power dynamics, and learning while doing when one does not have all the skills needed. The anthropology student who has emerged from the other side of fieldwork has acquired these abilities. I would say that anthropological fieldwork demands strong baseline soft skills in emotional intelligence, or what I might call a heightened awareness that how people react, behave, and perform rests on many factors. One learns from anthropology by paying attention to these factors (by discerning them through observation and not via assumptions) and understanding them in context rather than jumping to conclusions.

What hard/technical skills are most important for marketing research analysts?

Hanna Kim Ph.D.

Associate Professor, Chair, Adelphi University

Hard skills: being more than monolingual! In a globally connected marketplace where young people worldwide are learning and mastering the English language, their multilingualism makes them attractive hires for multinational or international companies. Anthropology students know the non-negotiable importance of knowing a fieldwork language to understand peoples and their cultures. The same would hold for the workplace: knowing one or more languages affords an employee not just possibilities for work assignments: such an employee, i.e., an anthropology graduate who values the connection of language and culture, is ideally suited to work on projects that demand sensitivity to cultural, social, historical, and political nuances. This includes those who work in international humanitarian groups as well as those who work in global finance.

What marketing research analyst skills would you recommend for someone trying to advance their career?

Thomas Campbell Ph.D.

Vice Chair, Associate Professor (Playwriting/Dramaturgy), University of Wisconsin - Green Bay

If a graduate needs to take a gap year, what skills would you recommend to enhance, and how should they go about doing it? - Again, I think this depends on your area of expertise; the industry is always evolving and growing, and you need to be evolving and growing with it. So if you're taking a gap year, try to stay involved or engaged in some way. Ideally, you'd be involved in the production and exercising your skills. Still, if that can't happen, you can stay engaged in other ways - help do props for your local community theatre or even volunteer as an usher. If nothing else, you should always be reading about what's happening in the field. Not just Broadway either - what plays and what work is being done in regional cities. Get your hands on and read the new plays coming out, watch the videos released (full productions, interviews, promotional and dramaturgical videos, too), and read the available reviews. Keep your head in the game, even if you're unable to work the way you want to be doing.

What type of skills will young marketing research analysts need?

Anne Balazs Ph.D.

Dean of College of Business, University of Toledo

As always, new graduates will need to remain in "learning mode" and be adaptable to the workplace. Their business school education prepares them with a skill set and a mindset for problem-solving that they will use throughout their career. So the ability to pick up new software and technology (like we all have recently with online platforms) is one necessary skill. The ability to communicate interpersonally and effectively remains a valuable skill. Further, the ability to communicate complex arguments and/or quantitative data takes time and practice to develop. An especially valuable skill is being able to recognize opportunities in the market i.e., what's next. It's a combination of art and science, using your analytical skills to see what's not there and how to address a future need creatively.

Do you want to know more?

List of marketing research analyst skills to add to your resume

The most important skills for a marketing research analyst resume and required skills for a marketing research analyst to have include:

Data Analysis
Research Projects
SPSS
PowerPoint
Data Entry
Project Management
Analyze Data
Primary Research
Data Collection
Tableau
Market Trends
SAS
Market Research Data
SQL
Statistical Analysis
Sales Strategies
Research Findings

Qualtrics
Internal Clients
Competitive Analysis
Research Reports
Market Analysis
R
Market Research Studies
Research Analysis
Google Analytics
Competitive Intelligence
Statistical Data
SEO
Product Development
Research Results
Market Intelligence
Survey Data
Business Objectives

Outbound Calls
Nielsen
Press Releases
Survey Design
Key Management
Marketing Analytics
Salesforce
Business Development
ROI
Target Market
Media Management
Product Demand
Competitive Research
Trade Shows
Sales Presentations

Updated January 8, 2025

Zippia Team

Editorial Staff

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

Updated January 8, 2025

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