Post job

What does a marketing research analyst do?

Updated January 8, 2025
7 min read
Quoted expert
Linda Goulet
What does a marketing research analyst do

The primary role of a market research analyst is to collect and analyze data on competitors and consumers. Market research analysts have to study market conditions and investigate probable service or product sales. The analysts help companies have a better understanding of the products that people would want, their price, and their possible buyers. They should have the ability to cope up with pressure and fast-paced work. Among the other skills they should develop include accuracy, excellent written and spoken communication, and strong attention to detail.

On this page

Marketing research analyst responsibilities

Here are examples of responsibilities from real marketing research analyst resumes:

  • Maintain and manage the client-oriented database on administration side through SQL database.
  • Manage positioning research, analyze potential markets for expansion of product franchise, and publish monthly analysis of product performance.
  • Edit and maintain SQL queries used to create campaign extracts, and portfolio analysis.
  • Used SAS and UCINET to analyze a marketing data set of website interaction by product mentions.
  • Create PowerPoint presentations represent customer satisfaction analysis.
  • Collaborate with marketing team on customer-facing PowerPoint presentation detailing portal's key features.
  • Design and maintain performance KPIs for largest marketing initiative to-date for leadership and stakeholder reporting.
  • Create and deliver monthly KPIs that provide insight into client email and engagement performance and profitability.
  • Develop targeted offers using an internal CRM system to specifically market to customers with a higher propensity to purchase specific products.
  • Manage positioning research, analyze potential markets for expansion of product franchise, and publish monthly analysis of product performance.

Marketing research analyst skills and personality traits

We calculated that 7% of Marketing Research Analysts are proficient in Data Analysis, Research Projects, and SPSS. They’re also known for soft skills such as Analytical skills, Communication skills, and Detail oriented.

We break down the percentage of Marketing Research Analysts that have these skills listed on their resume here:

  • Data Analysis, 7%

    Presented the data analysis and recommendation to the representative of the University of Oregon athletics department

  • Research Projects, 5%

    Directed primary and secondary market research projects for entire division resulting in increased sales through improved knowledge of customers and competitors.

  • SPSS, 5%

    Utilized and developed analysis with SPSS.

  • PowerPoint, 5%

    Created presentations with actionable recommendations using PowerPoint / Keynote.

  • Data Entry, 4%

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

  • Project Management, 4%

    Formulated recommendations based on competitive assessments conducted in the field of project management simulation training software.

Common skills that a marketing research analyst uses to do their job include "data analysis," "research projects," and "spss." You can find details on the most important marketing research analyst responsibilities below.

Analytical skills. One of the key soft skills for a marketing research analyst to have is analytical skills. You can see how this relates to what marketing research analysts do because "market research analysts must evaluate large amounts of data and information related to market conditions." Additionally, a marketing research analyst resume shows how marketing research analysts use analytical skills: "performed internal data analyses, demographic and segmentation analyses, consumer trend analysis, competitive intelligence, and brand claim validation. "

Communication skills. Another soft skill that's essential for fulfilling marketing research analyst duties is communication skills. The role rewards competence in this skill because "market research analysts must be able to clearly convey information when gathering material, interpreting data, and presenting results to clients." According to a marketing research analyst resume, here's how marketing research analysts can utilize communication skills in their job responsibilities: "develop effective marketing/advertising sales strategies for advertising department using research surveys, statistical analysis, marketing and communication skills. "

Detail oriented. This is an important skill for marketing research analysts to perform their duties. For an example of how marketing research analyst responsibilities depend on this skill, consider that "market research analysts must pay attention to minutiae to evaluate data." This excerpt from a resume also shows how vital it is to everyday roles and responsibilities of a marketing research analyst: "create detailed weekly reports including market analysis and research on 150+ companies in the space. ".

All marketing research analyst skills

The three companies that hire the most marketing research analysts are:

Choose from 10+ customizable marketing research analyst resume templates

Build a professional marketing research analyst resume in minutes. Our AI resume writing assistant will guide you through every step of the process, and you can choose from 10+ resume templates to create your marketing research analyst resume.
Marketing Research Analyst Resume
Marketing Research Analyst Resume
Marketing Research Analyst Resume
Marketing Research Analyst Resume
Marketing Research Analyst Resume
Marketing Research Analyst Resume
Marketing Research Analyst Resume
Marketing Research Analyst Resume
Marketing Research Analyst Resume
Marketing Research Analyst Resume
Marketing Research Analyst Resume
Marketing Research Analyst Resume
Marketing Research Analyst Resume
Marketing Research Analyst Resume
Marketing Research Analyst Resume
Marketing Research Analyst Resume

Compare different marketing research analysts

Marketing research analyst vs. Analyst sales

Analyst sales, or a sales analyst, is an individual who is responsible for increasing sales and revenue of a company by running competitive analysis and making recommendations on how the marketing and sales team should move forward. Sales analysts must assist in the review of monthly financial statements and prepare complex financial statements for retail and service businesses. They develop and provide market intelligence data solutions for the sales team to maximize territory sales efforts. Sales analysts must also maintain a business relationship with key account top management to deliver outstanding customer service and assistance.

If we compare the average marketing research analyst annual salary with that of an analyst sales, we find that analyst sales typically earn a $14,662 higher salary than marketing research analysts make annually.While their salaries may differ, the common ground between marketing research analysts and analyst sales are a few of the skills required in each roleacirc;euro;trade;s responsibilities. In both careers, employee duties involve skills like data analysis, market trends, and sql.

There are some key differences in the responsibilities of each position. For example, marketing research analyst responsibilities require skills like "research projects," "spss," "powerpoint," and "data entry." Meanwhile a typical analyst sales has skills in areas such as "customer service," "crm," "sales data," and "strong analytical." This difference in skills reveals the differences in what each career does.

Analyst sales earn the highest salaries when working in the finance industry, with an average yearly salary of $80,458. On the other hand, marketing research analysts are paid more in the health care industry with an average salary of $73,419.analyst sales tend to reach similar levels of education than marketing research analysts. In fact, analyst sales are 4.1% less likely to graduate with a Master's Degree and 0.4% less likely to have a Doctoral Degree.

Marketing research analyst vs. Analyst

Analysts are employees or individual contributors with a vast experience in a particular field that help the organization address challenges. They help the organization improve processes, policies, and other operations protocol by studying the current processes in place and determining the effectiveness of those processes. They also research industry trends and data to make sound inferences and recommendations on what the company should do to improve their numbers. Analysts recommend business solutions and often help the organization roll out these solutions. They ensure that the proposed action plans are effective and produce the desired results.

Analyst positions earn higher pay than marketing research analyst roles. They earn a $18,576 higher salary than marketing research analysts per year.A few skills overlap for marketing research analysts and analysts. Resumes from both professions show that the duties of each career rely on skills like "data analysis," "data entry," and "project management. "

While some skills are similar in these professions, other skills aren't so similar. For example, resumes show us that marketing research analyst responsibilities requires skills like "research projects," "spss," "powerpoint," and "analyze data." But an analyst might use other skills in their typical duties, such as, "customer service," "troubleshoot," "management system," and "strong analytical."

On average, analysts earn a higher salary than marketing research analysts. Some industries support higher salaries in each profession. Interestingly enough, analysts earn the most pay in the technology industry with an average salary of $79,330. Whereas marketing research analysts have higher pay in the health care industry, with an average salary of $73,419.Average education levels between the two professions vary. Analysts tend to reach similar levels of education than marketing research analysts. In fact, they're 2.3% less likely to graduate with a Master's Degree and 0.4% more likely to earn a Doctoral Degree.

What technology do you think will become more important and prevalent for marketing research analysts in the next 3-5 years?

Linda GouletLinda Goulet LinkedIn profile

Interim Associate Dean/Department Chair, Marketing, Davenport University

AI, social media tools, synchronous virtual meeting software.

Marketing research analyst vs. Data analyst internship

A data analyst internship involves a trainee who wants to gain working experience in the field of information technology (IT) by assisting data analyst professionals. Data analyst interns should examine information using data analysis tools so that they can help their employers make important decisions by identifying various facts and trends. They write reports and present them to the management to provide new insights about new trends and areas for improvement. Data analyst interns can find work in areas such as banks, specialist software development companies, and consultancies.

An average data analyst internship eans a lower salary compared to the average salary of marketing research analysts. The difference in salaries amounts to data analyst interns earning a $15,679 lower average salary than marketing research analysts.marketing research analysts and data analyst interns both have job responsibilities that require similar skill sets. These similarities include skills such as "data analysis," "spss," and "analyze data," but they differ when it comes to other required skills.

There are many key differences between these two careers, including some of the skills required to perform responsibilities within each role. For example, a marketing research analyst is likely to be skilled in "research projects," "powerpoint," "data entry," and "project management," while a typical data analyst internship is skilled in "java," "python," "power bi," and "data analytics."

Data analyst interns earn the best pay in the technology industry, where they command an average salary of $47,252. Marketing research analysts earn the highest pay from the health care industry, with an average salary of $73,419.Most data analyst interns achieve a higher degree level compared to marketing research analysts. For example, they're 7.9% more likely to graduate with a Master's Degree, and 0.0% more likely to earn a Doctoral Degree.

Marketing research analyst vs. Product analyst

A product analyst job utilizes data analysis software and notates trends in market research. Primarily, analysts project the costs of product development and marketing. They think of the possibilities for profit and sales and monitor the performance of products on the market to come up with a better product. Their responsibilities include company product evaluation, product understanding, and product rating reviews. Familiarity with Microsoft Office Suite, strong communication skills, and proficiency in database software is necessary for this job.

Product analysts typically earn higher pay than marketing research analysts. On average, product analysts earn a $24,885 higher salary per year.While their salaries may vary, marketing research analysts and product analysts both use similar skills to perform their duties. Resumes from both professions include skills like "data analysis," "powerpoint," and "project management. "While some skills are required in each professionacirc;euro;trade;s responsibilities, there are some differences to note. "research projects," "spss," "data entry," and "primary research" are skills that commonly show up on marketing research analyst resumes. On the other hand, product analysts use skills like product management, power bi, portfolio, and user stories on their resumes.In general, product analysts earn the most working in the technology industry, with an average salary of $87,058. The highest-paying industry for a marketing research analyst is the health care industry.product analysts reach similar levels of education compared to marketing research analysts, in general. The difference is that they're 0.2% more likely to earn a Master's Degree, and 0.1% less likely to graduate with a Doctoral Degree.

Types of marketing research analyst

Updated January 8, 2025

Zippia Research Team
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.

Browse business and financial jobs