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Job outlook for marketing research analysts in the United States
Marketing research analyst job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected marketing research analyst job growth rate is 19% from 2018-2028.
About 150,300 new jobs for marketing research analysts are projected over the next decade.
Marketing research analyst salaries have increased 5% for marketing research analysts in the last 5 years.
There are over 52,538 marketing research analysts currently employed in the United States.
There are 133,309 active marketing research analyst job openings in the US.
The average marketing research analyst salary is $54,431.
Are marketing research analyst jobs in demand?
Marketing research analyst job and salary trends over time
Marketing research analyst jobs over time
Marketing research analyst job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 52,538 | 0.02% |
| 2020 | 49,838 | 0.01% |
| 2019 | 48,996 | 0.01% |
| 2018 | 46,086 | 0.01% |
| 2017 | 43,071 | 0.01% |
Average marketing research analyst salary over time
Marketing research analyst salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2026 | $54,431 | $26.17 | +3.2% |
| 2025 | $52,760 | $25.37 | +1.1% |
| 2024 | $52,206 | $25.10 | --0.2% |
| 2023 | $52,297 | $25.14 | +1.1% |
| 2022 | $51,743 | $24.88 | +0.7% |
Marketing research analyst jobs by state
Most common states for marketing research analysts
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 282 | 41% |
| 2 | New Hampshire | 1,342,795 | 448 | 33% |
| 3 | Vermont | 623,657 | 191 | 31% |
| 4 | Delaware | 961,939 | 281 | 29% |
| 5 | Rhode Island | 1,059,639 | 293 | 28% |
| 6 | Wyoming | 579,315 | 154 | 27% |
| 7 | Colorado | 5,607,154 | 1,450 | 26% |
| 8 | South Dakota | 869,666 | 224 | 26% |
| 9 | North Dakota | 755,393 | 196 | 26% |
| 10 | Nebraska | 1,920,076 | 464 | 24% |
| 11 | Virginia | 8,470,020 | 1,989 | 23% |
| 12 | Oregon | 4,142,776 | 950 | 23% |
| 13 | Maine | 1,335,907 | 302 | 23% |
| 14 | Connecticut | 3,588,184 | 798 | 22% |
| 15 | Pennsylvania | 12,805,537 | 2,702 | 21% |
| 16 | North Carolina | 10,273,419 | 2,036 | 20% |
| 17 | Montana | 1,050,493 | 209 | 20% |
| 18 | Georgia | 10,429,379 | 1,994 | 19% |
| 19 | Utah | 3,101,833 | 600 | 19% |
| 20 | Kansas | 2,913,123 | 545 | 19% |
Most common cities for marketing research analysts
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Ann Arbor | 1 | 1% | $61,097 |
| 2 | Charlotte | 1 | 0% | $50,262 |
| 3 | Seattle | 1 | 0% | $90,884 |
| 4 | Wichita | 1 | 0% | $44,099 |
Marketing Research Analyst job outlook: Expert opinions
Our panel of marketing research analyst experts
University of Louisiana at Monroe
Susquehanna University
College of New Jersey, The
Montana State University - Billings
North Carolina State University
San Jose State University
Stonehill College
Oklahoma State University
Salem State University
University of South Florida
Donnelly College
North Dakota State University
California State University - Chico
University of Nebraska - Omaha
Chrissy Daeschner OTD, MS, OTR/L
Capstone CoordinatorWhat general advice would you give to a Marketing Research Analyst?
Chrissy Daeschner OTD, MS, OTR/L: By saying "Yes". Most companies have standard salaries or small scale for adjusting salary. Per Diem jobs, research interventionist, additional weekend on call, adjunct jobs, and other opportunities gives you the ability to increase salary and opportunities.
What Marketing Research Analyst skills would you recommend for someone trying to advance their career?
Chrissy Daeschner OTD, MS, OTR/L: Research skills will be extremely important as the use of evidence-based research in practice and value-based services are imperative. Leadership and entrepreneurship skills will also be important as we promote programming and services in community-based settings.
What will help Marketing Research Analysts increase their earning potential?
Chrissy Daeschner OTD, MS, OTR/L: I would suggest they keep an open mind and don't be fearful of the unknown, embrace it. I think there is a lot of stress of a getting a certain job or style of job, but taking different opportunities increases your connections and experiences.
What general advice would you give to a Marketing Research Analyst?
Amy Mehaffey: A Marketing Specialist's daily tasks include developing and implementing marketing campaigns, analyzing market trends, and creating content for various platforms. They also coordinate with other departments at any given company to ensure brand consistency and monitor the effectiveness of marketing efforts through data analysis. Oftentimes, a marketing specialist may be the only person at a company who has an understanding of the importance of outreach, communication, marketing, and telling the business's story. Therefore, this person often becomes somewhat of an internal advocate for the purpose of marketing itself and acts as an educator to their peers on various marketing concepts and tactics. Day-to-day duties are highly dependent on the number of marketing people on the team, ranging from ad buying, writing, public relations, content creation, and more. Larger firms may have marketing specialists with specific emphasis areas like email marketing, social media, analytics, etc.
What Marketing Research Analyst skills would you recommend for someone trying to advance their career?
Amy Mehaffey: There is an increasing reliance on digital marketing and data analytics in the field of marketing. Businesses understand the importance of digital technologies, online platforms, and targeted marketing, creating a high demand for skilled professionals in this dynamic and evolving field. Understanding the strategy behind marketing and the connection between data, psychology, and human behavior is crucial. Marketing offers creativity, strategic thinking, and the opportunity to see tangible results from efforts, making it a rewarding career.
What Marketing Research Analyst skills would you recommend for someone trying to advance their career?
Zachary Moore Ph.D., M.B.A.: Marketing is a dynamic, rapidly evolving field. It always has been, and it always will be. Marketing tactics are driven by the popular culture of the societies companies serve. This said, aspiring marketers must realize that as things change, they must be willing to adapt their tactics to meet the consumer where they are. However, just as things change, there are enduring truths that shape marketing practice. Consumers want to be valued and heard. By keeping these touchstones in mind and staying up to date with modern trends, marketers can develop long-lasting careers and maintain relevancy as society evolves. My biggest advice is to be a successful marketer, you must do three things: 1. Keep your customers at the heart of what you do. 2. Meet your customers where they are. 3. Create value for your customers, company, and self. If a marketer can accomplish these three things, they can develop a career that will withstand the forces of change.
What general advice would you give to a Marketing Research Analyst?
Dr. Hualu Zheng PhD: Be data-driven – be able to draw conclusions based on meaningful data analysis is key to the success of a marketing leader. Continuously honing your skills in collecting, visualizing, and analyzing marketing data will pave the way for better knowledge of your company, the competition, and the industry. Be curious and stay updated – marketing is dynamic; it demands the professionals to continue to learn the new trends, news, policy changes, and technology innovations, to keep up with the evolvements and remain competitive. Network – build and expand your connections with other professionals in the field – Stay open-minded; people from other categories can offer invaluable insights that can be inspiring. These connections not only provide fresh perspectives but also open doors to potential future opportunities.
What Marketing Research Analyst skills would you recommend for someone trying to advance their career?
Dr. Hualu Zheng PhD: Given the importance of data-driven decision making in the field of marketing, mastering data analysis is critical for the success of young marketing professionals. Additionally, the ability to utilize AI tools for analyzing market trends and data is equally essential.
What will help Marketing Research Analysts increase their earning potential?
Dr. Hualu Zheng PhD: Invest in Your Skills: Continuously investing in acquiring new skills and qualifications is critical. It can be especially beneficial to pursue sequential qualifications in one specialty, such as digital marketing or marketing analytics. For example, if a young professional is interested in the field of digital marketing, diving into the details of this sub-field and enhancing as many relevant skills as possible will significantly enhance the professional's competitiveness, their value to the organization, and therefore their salary potential. This might involve learning various facets like content creation, PR, digital posting, social media scheduling, graphic design, and digital analytics, etc.
What general advice would you give to a Marketing Research Analyst?
Dr. Piper Williams PhD: Students who major in AAS bring additional expertise and qualifications to any application - so a clear articulation of these could help to maximize salary potential. They will have: skills that will enable them to contribute to innovation in the workplace, a demonstrated capacity to think critically, communicate clearly, and solve complex problems, demonstrate ethical judgment and integrity; intercultural skills; and the capacity for continued new learning, critical thinking, complex problem-solving, written and oral communication, and applied knowledge in real-world settings.
What Marketing Research Analyst skills would you recommend for someone trying to advance their career?
Dr. Piper Williams PhD: I would advise a graduate to reflect on what they've learned about the contributions, experiences, history and present reality of people of African descent in the New World. In addition, thinking about the skills they developed related to the major in African American Studies, including but not limited to: Research and Analysis, Writing, Public Speaking, Project Development and Completion, Ethical Reasoning, Listening, Teamwork and Collaboration, Perspective-Taking, Awareness of Context and what they call 'Cultural Competence. Use this education, to make the case that in addition to all the skills you can bring, the education offered by AAS will allow you to distinguish yourself as a candidate who can meet the needs the current moment demands. Black Americans encounter implicit racism in all walks of life: medicine and healthcare, law, politics and gov't, business and industry, performing arts and entertainment, sports, education, news media and social, community and humanitarian services. With this degree, you can enter almost any field and be more equitable to everyone you meet. (And by the way, in the list above, there are a number of people with a degree in African American Studies.)
What will help Marketing Research Analysts increase their earning potential?
Dr. Piper Williams PhD: As the chair of African American Studies (AAS) at TCNJ, I know that an AAS major combines the strengths of the traditional liberal arts major with the community engagement, cultural, and social awareness that is at the heart of the African American scholarly tradition. Students graduating with a degree in African American Studies will have the intellectual and practical tools to pursue any number of careers requiring analytical ability, cultural competence, and creative problem-solving skills.
What Marketing Research Analyst skills would you recommend for someone trying to advance their career?
Dr. Travis Simkins: There are a lot of great reasons to enter the field of marketing now. The demand for digital marketing skills is high, marketing blends creativity and strategy, marketing is about building relationships and understanding consumers, marketing is dynamic and constantly evolving.
What general advice would you give to a Marketing Research Analyst?
Dr. Sarah Keller: Visualize your dream job, search online to find examples of organizations and positions doing what you want to do, find the individuals doing those jobs and schedule an informational interview with them. Find out how they got there, what steps they followed.
What Marketing Research Analyst skills would you recommend for someone trying to advance their career?
Dr. Sarah Keller: Be curious, be eager, hard working, and be kind. Build relationships with everyone in your network, not just those who you think will be useful to you. You never know how a relationship will benefit you down the line.
What will help Marketing Research Analysts increase their earning potential?
Dr. Sarah Keller: Digital strategies of persuasion; finding out what works to build engagement and action online; research evaluating social media strategies.
What general advice would you give to a Marketing Research Analyst?
Dr. Pieter Verhallen Ph.D.: Generally speaking, always negotiate salary and signing bonus -- there is only an upside to this. Switching jobs in times of high(er) inflation is also beneficial for salary increases. Seek certifications demonstrating proficiency in marketing analytic tools (such as Google Analytics).
What Marketing Research Analyst skills would you recommend for someone trying to advance their career?
Dr. Pieter Verhallen Ph.D.: As the field is evolving rapidly, pursue internal (and external) training opportunities to stay current with the evolving technologies and tools in the (digital) marketing field (particularly, the use of AI tools and functionality).
What will help Marketing Research Analysts increase their earning potential?
Dr. Pieter Verhallen Ph.D.: Less marketing design skills, more marketing strategy skills (trend analysis, evaluation of alternatives).
What Marketing Research Analyst skills would you recommend for someone trying to advance their career?
Dr. Mithila Guha: For a marketing graduate stepping into the field, my first advice would be to stay curious and proactive. Embrace every opportunity to learn and grow, whether it's through hands-on experience, further education, or networking with industry professionals. My second advice would be to not be afraid to take on challenges and push yourself outside your comfort zone – it's often where the most growth occurs. Develop a strong foundation in both traditional and digital marketing techniques, and stay updated on the latest trends and technologies shaping the industry. Lastly, prioritize building meaningful relationships and fostering a positive reputation within the industry. These connections can serve as valuable assets, opening doors to exciting opportunities as your career progresses.
What general advice would you give to a Marketing Research Analyst?
Dr. Héctor Lozada Ph.D.: First, define and build your personal brand. Know your strengths and weaknesses and identify opportunities to develop your strengths further and overcome or at least minimize your weaknesses. Answer the question, “What is your unique value proposition?” This means identifying what sets you apart and is based on your analysis of your strengths and weaknesses. Do your analytical skills set you apart? Is it your domain knowledge or your creativity? Make sure that your strengths are stated effectively in your resume and that you can have a conversation that supports them. Establishing a robust online presence is also helpful in solidifying your unique value proposition. Showcase your expertise, projects, and insights on platforms like LinkedIn. Did you work on class projects that demonstrate your expertise? Network with market research professionals and share your passion for market research (or your career of choice). Embrace change and stay curious about emerging trends, technologies, and methodologies. In my experience, adaptability is key.
What Marketing Research Analyst skills would you recommend for someone trying to advance their career?
Dr. Héctor Lozada Ph.D.: Network. Do not be content with your current network, aim at growing it periodically with more substantive connections. Make yourself visible as an expert and constantly update your skills. Learn new skills (Upskill), and be open to what is new and how it can help you grow as a professional. And know your value!
What will help Marketing Research Analysts increase their earning potential?
Dr. Héctor Lozada Ph.D.: In my opinion, advancements in technology, particularly artificial intelligence (AI), machine learning, and big data analytics, are shaping the future of market research. These technologies will allow market researchers to analyze and gather large amounts of data more efficiently, leading to more accurate and actionable insights. Also, learn another language if you have not done so already.
Karen Wallach
What Marketing Research Analyst skills would you recommend for someone trying to advance their career?
Karen Wallach: Hi Alex, Just wanted to circle back on this, do you still want me to put something together?
What general advice would you give to a Marketing Research Analyst?
Kristin McGillicuddy: Marketing is part of nearly every organization and endeavor, so it’s a profession that enjoys multiple opportunities across a wide range of industries. Jobs can be found in most regions of the world, many with hybrid work potential. According to the US Bureau of Labor Statistics, marketing jobs will grow at 6% through 2032, which is considered “faster than average,” and the median pay was $156,580 annually for 2023. Marketing Specialists have the opportunity to move up the ladder in an organization to achieve a salary like this with positions like Marketing Manager and Marketing Director. As they experience a wide range of marketing activities, they can learn which are most appealing and start to focus in on that area, gaining more specialized skills and experience. They can pursue a graduate degree to strengthen their skills even more, facilitating more advancement in their careers. Additionally, many businesses are turning to digital tools and AI as part of their strategy, and this is the perfect time for a Marketing Specialist to enter the job market and contribute to these new and growing areas.
What general advice would you give to a Marketing Research Analyst?
Jerry Rackley: Your degree is the ticket that got you in the door. The real learning begins when you start your first job. Be humble, have a willingness to learn, find a mentor within the company, be an excellent team member, be responsive, go the extra mile in performing tasks, and take solutions to your manager, not just problems.
What Marketing Research Analyst skills would you recommend for someone trying to advance their career?
Jerry Rackley: Maximizing earnings potential is really about performance. What employers value are results, not activities. It's easy to stay busy and look busy, but what employees are evaluated on are the results they produce. Understand what results matter to the organization and focus on achieving them. Make sure you know what is in your performance plan because that's how you'll be evaluated. Don't hesitate to periodically seek feedback from your manager by asking 'how am I doing?' 'What can I do better?' 'If my performance review was today, what would it be?'
What will help Marketing Research Analysts increase their earning potential?
Jerry Rackley: For marketing, understanding how to leverage data, using an analytics process and tools to turn that data into actionable information, is a critical, in-demand set of skills. It's highly likely that marketers will need to learn SQL so they can retrieve data from various sources and join it together for analysis. Then, marketers need communications skills to convey the insights that come out of the analysis to various stakeholders. It's a blend of hard, quantitative skills and soft skills.
What general advice would you give to a Marketing Research Analyst?
Jean-Paul James Ph.D.: Starting a career in marketing requires a draw from many different disciplines. Profit and Loss (P&L;) management from accounting is important. Being able to manage marketing efforts is key. I always tell my students that Marketing is part art and part science. In our modern world and moving forward, marketers will have to become more data-driven in their decisions. This requires a skill set in being able to interpret market research data but also extract insights from that data. Marketing is creative in the sense that you must eventually make fact-based informed decisions that sometimes lie in intuition. A skill set that will become more prevalent will be in the coming years will be someone who is “Artificial Intelligence (AI)-literate”. Just as people have to be computer literate to do the jobs of today, marketers will have to understand how to use AI to be more effective in their jobs and decision-making. You will forever need human intuition to optimize marketing decisions.
What Marketing Research Analyst skills would you recommend for someone trying to advance their career?
Jean-Paul James Ph.D.: Experience. Having experience and your network will maximize your salary potential. Once in a position, marketing practitioners need to continue to network—not only within their company but in the industry. The hidden job market refers to jobs that employers do not advertise or publish publicly. Not publicizing these openings can help these employers save on the costs and time associated with posting and evaluating job applications or interviewing. Only through networking can entry-level marketers maximize their opportunities and, thus, their salaries.
What will help Marketing Research Analysts increase their earning potential?
Jean-Paul James Ph.D.: I would recommend that while in college, students get as much experience via internships and networking. I always tell my students that getting a job ‘is about what you know as much as WHO you know. Networking can include going to industry conferences and taking advantage of networking with professors. Experience can include marketing class projects. Entry-level jobs are competitive and the marketing graduates with the most experience and the most contacts in their network—in tandem with their degree—will have the best chances of success. I would also recommend that students have an open mind when it comes to where they are starting their careers. The United States is a big country with lots of opportunities as well as global opportunities!
Jay Civitillo
University of South Florida
Business/Commerce
What Marketing Research Analyst skills would you recommend for someone trying to advance their career?
Jay Civitillo: Good evening, Attached are my responses. I look forward to reviewing the draft. Have a great weekend!
What will help Marketing Research Analysts increase their earning potential?
Jay Civitillo: I mentioned this to the department chair. He asked me to develop responses, which he will review with other marketing professors. I can have formal answers back to you by the end of the week. Will this work?
Dhuha Shareef
Donnelly College
Liberal Arts And Sciences, General Studies And Humanities
What general advice would you give to a Marketing Research Analyst?
Dhuha Shareef: 1. Research Salary Expectations : Before accepting a job offer, research the typical salary range for similar positions in your area and industry. Websites like Glassdoor and PayScale can provide helpful salary data. 2. Negotiate Your Salary : Don't be afraid to negotiate your salary, especially if you have relevant experience or skills that make you a strong candidate. Practice your negotiation skills and be prepared to make a case for why you deserve a higher salary. 3. Consider Additional Education or Certifications : Obtaining advanced degrees or relevant certifications can increase your earning potential in the liberal arts field. However, weigh the cost of further education against the potential salary increase. 4. Demonstrate Value : Once you're in the job, consistently demonstrate your value to the organization through your work performance, contributions, and achievements. This can position you for salary increases and advancement opportunities in the future.
What Marketing Research Analyst skills would you recommend for someone trying to advance their career?
Dhuha Shareef: 1. Digital Literacy : As technology continues to advance, proficiency in digital tools and platforms will become increasingly important in many liberal arts careers. This includes skills like data analysis, social media management, and digital marketing. 2. Cultural Competence : With globalization and increasing diversity in workplaces, the ability to work effectively with people from different backgrounds and cultures will be highly valued. 3. Creativity and Innovation: Liberal arts graduates often bring a unique perspective and creative thinking to their work. The ability to innovate and adapt to new challenges will be key in the rapidly changing job market.
What will help Marketing Research Analysts increase their earning potential?
Dhuha Shareef: 1. Networking : Build relationships with professionals in your field through networking events, online platforms like LinkedIn, and informational interviews. Networking can lead to job opportunities and valuable insights. 2. Gain Practical Experience : Look for internships, volunteer opportunities, or entry-level positions that allow you to gain hands-on experience in your chosen field. This can help you develop relevant skills and make valuable connections. 3. Continuous Learning : Stay up-to-date with industry trends, developments, and new technologies through reading, attending workshops, or taking online courses. Continuous learning will keep your skills sharp and make you more competitive in the job market. 4. Develop Soft Skills : Communication, critical thinking, problem-solving, and adaptability are crucial skills in any career, but especially in the liberal arts field. Work on honing these skills to stand out to employers.
What general advice would you give to a Marketing Research Analyst?
Christina Weber PhD: There are a number of skills that will be important. Soft skills such as creativity, adaptability, collaboration, emotional intelligence, and persuasion. In addition, there is a growing need for folks who have high cultural competence, especially with understanding the experiences of diverse groups. Finally, there is a need for folks to have skills in social science research—understanding how to develop research projects, conduct surveys, focus groups, as well as experience with programs such as GIS, SPSS, and r-studio.
What Marketing Research Analyst skills would you recommend for someone trying to advance their career?
Christina Weber PhD: As stated above, I think that having the skills listed above with help a lot with this. I also think that doing research on the field they are entering, so they know the typical salary can help folks with negotiating their salary.
What will help Marketing Research Analysts increase their earning potential?
Christina Weber PhD: My advice to students is to use the Career Center for support—practice interviewing, have several people read their resume. I also suggest people get on LinkedIn and start to develop their professional networks. Finally, I think folks should understand that careers happen over time and that your first job will likely not be your only job and that many people have winding career trajectories. It’s important to stay open and adaptable to the job market. Also, do not sell your skills short. You have a lot to add to the professional landscape.
What general advice would you give to a Marketing Research Analyst?
Cassandra Faith: New skills all seem to relate to new and advancing technology. Pay attention to trends as they develop especially as it relates to AI and marketing.
What Marketing Research Analyst skills would you recommend for someone trying to advance their career?
Cassandra Faith: Again, this seems to be related to the skills you develop over time. Pay attention to the opportunities that are needed but few people want to do. Public speaking and writing skills will always be valuable so stay current on those skills as well.
What will help Marketing Research Analysts increase their earning potential?
Cassandra Faith: Take advantage of every opportunity to learn something new. Attend conferences, take classes, learn new skills. It all adds up.
What Marketing Research Analyst skills would you recommend for someone trying to advance their career?
Len Hostetter: Proficiency and comfort with business data analytics skills is a must. This is foundational to business and marketing. Marketing has become very data driven. Additionally, understanding Artificial Intelligence (AI), being comfortable using it, and understanding how it will impact your work in the future. Some work will be eliminated, other work transformed. Finally, the ability to communicate, both orally and in writing.
What general advice would you give to a Marketing Research Analyst?
John Lyden: Research skills (ability to find and interpret information), oral and written communication skills (ability to present information clearly), data analysis and interpretation, language interpretation and translation. Computer facility will be highly valued. Employers will include those in higher education, government, non-profits, research institutes, and museums.
What Marketing Research Analyst skills would you recommend for someone trying to advance their career?
John Lyden: You should realize that your degree can lead to many careers, and that you can even change your career direction easily. Your degree has given you important skills in communication, critical thinking, analysis, and problem solving. Employers will see that you are good at adapting to new tasks and learning new skills that go well beyond the content you have studied.
What will help Marketing Research Analysts increase their earning potential?
John Lyden: Convey to potential employers the range of skills you possess and the ways you have used them. If you had an internship, describe the skills you used and explain how they can apply to various jobs. Emphasize and demonstrate your communication and research skills. Give examples from the courses you took and explain the connections between them that have allowed you to utilize higher order thinking of analysis and synthesis. Your degree in Religion can also be combined with a complementary minor or double major and may lead you to graduate school in almost any field you choose to pursue.