Market Research Analysts and Marketing Specialists
13-1161.00
Research conditions in local, regional, national, or online markets. Gather information to determine potential sales of a product or service, or plan a marketing or advertising campaign. May gather information on competitors, prices, sales, and methods of marketing and distribution. May employ search marketing tactics, analyze web metrics, and develop recommendations to increase search engine ranking and visibility to target markets.
Sample of reported job titles: Business Development Specialist, Communications Specialist, Demographic Analyst, Market Analyst, Market Research Analyst, Market Research Consultant, Market Research Specialist, Market Researcher, Marketing Consultant
Occupation-Specific Information
Tasks
- Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
- Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
- Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.
- Measure and assess customer and employee satisfaction.
- Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
- Measure the effectiveness of marketing, advertising, and communications programs and strategies.
- Seek and provide information to help companies determine their position in the marketplace.
- Forecast and track marketing and sales trends, analyzing collected data.
- Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.
- Monitor industry statistics and follow trends in trade literature.
- Attend staff conferences to provide management with information and proposals concerning the promotion, distribution, design, and pricing of company products or services.
- Direct trained survey interviewers.
- Develop and implement procedures for identifying advertising needs.
Technology Skills
- Analytical or scientific software - AcaStat Software; Adaptive conjoint analysis ACA software; AndersonBell Abstat; Cytel LogXact; Data analysis software; GLOBE Claritas; IBM SPSS Statistics π₯; Insightful S-PLUS; Minitab; Palisade StatTools; Provalis Research Simstat; SAS π₯; Sawtooth Choice-Base Conjoint CBS; Sawtooth Composite Product Mapping CPM; StataCorp Stata; StatPac; Survey software; The MathWorks MATLAB π₯; TNS MarketWhys; TNS Miriad; UNISTAT Statistical Package; WinCross
- Business intelligence and data analysis software - IBM Cognos Impromptu; MicroStrategy; Oracle Business Intelligence Enterprise Edition; Qlik Tech QlikView; Tableau π₯
- Categorization or classification software - Map Maker
- Cloud-based data access and sharing software - Dropbox; Google Drive; Microsoft SharePoint π₯; Slack π₯
- Content workflow software - Adxstudio, for Microsoft
-
Customer relationship management CRM software -
Act!; Blackbaud The Raiser's Edge; Galilee Enterprise TargetPro; Insightful Corporation Confirmit; Oracle Eloqua; Salesforce software
; TechExcel ServiceWise; Vantage MCIF
- Data base management system software - Apache Hadoop π₯; Apache Hive π₯; Apache Pig; Teradata Database π₯
- Data base reporting software - SAP Crystal Reports
- Data base user interface and query software - Airtable; Amazon Redshift π₯; Database software; FileMaker Pro; Geographic information system GIS marketing software; GMI NET-MR; IBM Information Management System (IMS); Intellimed; Microsoft Access π₯; Microsoft SQL Server π₯; MySQL π₯; Structured query language SQL π₯; TranspoLink BidLeads; WorldAPP KeySurvey Suite
-
Data mining software -
Cytel Software XLMiner; Google Analytics ; IBM Intelligent Miner; NCR Teradata Warehouse Miner; Oracle Darwin
- Desktop publishing software - Adobe InDesign π₯; LogiXML Ad-HOC; Microsoft Publisher; Sawtooth SSI Web
- Development environment software - Adobe ActionScript; Microsoft Visual Basic π₯; Microsoft Visual Basic for Applications VBA π₯
- Document management software - Adobe Acrobat π₯
-
Electronic mail software -
IBM Notes; Microsoft Outlook
- Enterprise resource planning ERP software - Aprimo Marketing; Microsoft Dynamics π₯; NetSuite ERP; Oracle Hyperion; Oracle PeopleSoft π₯; SAP Business Objects; SAP software π₯
- Expert system software - Digivey software (expert system feature)
- Financial analysis software - Delphi Technology; Financial planning software
- Geographic information system - ESRI ArcGIS software π₯
-
Graphics or photo imaging software -
Adobe Creative Cloud software π₯; Adobe Illustrator π₯; Adobe Photoshop ; Canva π₯; SmugMug Flickr; Thomson Dialog
- Information retrieval or search software - Factiva; FedBizOps; LexisNexis; Medstat/INFORUM; Mintel Reports; Neoforma Healthcare Products Information Services HPIS Market Intelligence; Thomson Financial Investext; Verispan Patient Parameters; Walmart Retail Link
- Instant messaging software - GroupMe
- Internet browser software - Web browser software
- Network conferencing software - LogMeIn GoToWebinar
- Object or component oriented development software - R π₯
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Office suite software -
Microsoft Office software
- Operating system software - Apple macOS π₯; Red Hat Enterprise Linux
- Point of sale POS software - Digivey software (point of sale feature)
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Presentation software -
Apple Keynote; Google Slides; Microsoft PowerPoint ; Presentation software
- Process mapping and design software - Microsoft Visio π₯
- Project management software - Basecamp; ClassApps SelectSurveyASP; Microsoft Project π₯; Perseus SurveySolutions
- Sales and marketing software - Google Ads; HubSpot software π₯; Marketo Marketing Automation π₯
-
Spreadsheet software -
Microsoft Excel
- Transaction security and virus protection software - NortonLifeLock cybersecurity software
- Video conferencing software - LogMeIn GoToMeeting; Zoom π₯
-
Video creation and editing software -
Adobe After Effects π₯; Apple Final Cut Pro; Loom; TikTok ; WeVideo; YouTube
- Web page creation and editing software - Adobe Dreamweaver; Facebook π₯; Instagram; LinkedIn π₯; Social media sites; WordPress π₯
- Web platform development software - Cascading style sheets CSS π₯; Drupal π₯; Dynamic hypertext markup language DHTML; Extensible hypertext markup language XHTML; Hypertext markup language HTML π₯; JavaScript π₯; PHP π₯
- Word processing software - 3M Post-it App; Evernote; Google Docs π₯; Microsoft Word π₯; Word processing software
Occupational Requirements
Work Activities
- Getting Information - Observing, receiving, and otherwise obtaining information from all relevant sources.
- Monitoring Processes, Materials, or Surroundings - Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.
- Identifying Objects, Actions, and Events - Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
- Inspecting Equipment, Structures, or Materials - Inspecting equipment, structures, or materials to identify the cause of errors or other problems or defects.
- Estimating the Quantifiable Characteristics of Products, Events, or Information - Estimating sizes, distances, and quantities; or determining time, costs, resources, or materials needed to perform a work activity.
- Judging the Qualities of Objects, Services, or People - Assessing the value, importance, or quality of things or people.
- Processing Information - Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
- Evaluating Information to Determine Compliance with Standards - Using relevant information and individual judgment to determine whether events or processes comply with laws, regulations, or standards.
- Analyzing Data or Information - Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
- Making Decisions and Solving Problems - Analyzing information and evaluating results to choose the best solution and solve problems.
- Thinking Creatively - Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
- Updating and Using Relevant Knowledge - Keeping up-to-date technically and applying new knowledge to your job.
- Developing Objectives and Strategies - Establishing long-range objectives and specifying the strategies and actions to achieve them.
- Scheduling Work and Activities - Scheduling events, programs, and activities, as well as the work of others.
- Organizing, Planning, and Prioritizing Work - Developing specific goals and plans to prioritize, organize, and accomplish your work.
- Performing General Physical Activities - Performing physical activities that require considerable use of your arms and legs and moving your whole body, such as climbing, lifting, balancing, walking, stooping, and handling materials.
- Handling and Moving Objects - Using hands and arms in handling, installing, positioning, and moving materials, and manipulating things.
- Controlling Machines and Processes - Using either control mechanisms or direct physical activity to operate machines or processes (not including computers or vehicles).
- Operating Vehicles, Mechanized Devices, or Equipment - Running, maneuvering, navigating, or driving vehicles or mechanized equipment, such as forklifts, passenger vehicles, aircraft, or watercraft.
- Working with Computers - Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
- Drafting, Laying Out, and Specifying Technical Devices, Parts, and Equipment - Providing documentation, detailed instructions, drawings, or specifications to tell others about how devices, parts, equipment, or structures are to be fabricated, constructed, assembled, modified, maintained, or used.
- Repairing and Maintaining Mechanical Equipment - Servicing, repairing, adjusting, and testing machines, devices, moving parts, and equipment that operate primarily on the basis of mechanical (not electronic) principles.
- Repairing and Maintaining Electronic Equipment - Servicing, repairing, calibrating, regulating, fine-tuning, or testing machines, devices, and equipment that operate primarily on the basis of electrical or electronic (not mechanical) principles.
- Documenting/Recording Information - Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
- Interpreting the Meaning of Information for Others - Translating or explaining what information means and how it can be used.
- Communicating with Supervisors, Peers, or Subordinates - Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
- Communicating with People Outside the Organization - Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
- Establishing and Maintaining Interpersonal Relationships - Developing constructive and cooperative working relationships with others, and maintaining them over time.
- Assisting and Caring for Others - Providing personal assistance, medical attention, emotional support, or other personal care to others such as coworkers, customers, or patients.
- Selling or Influencing Others - Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
- Resolving Conflicts and Negotiating with Others - Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others.
- Performing for or Working Directly with the Public - Performing for people or dealing directly with the public. This includes serving customers in restaurants and stores, and receiving clients or guests.
- Coordinating the Work and Activities of Others - Getting members of a group to work together to accomplish tasks.
- Developing and Building Teams - Encouraging and building mutual trust, respect, and cooperation among team members.
- Training and Teaching Others - Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others.
- Guiding, Directing, and Motivating Subordinates - Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.
- Coaching and Developing Others - Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.
- Providing Consultation and Advice to Others - Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.
- Performing Administrative Activities - Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.
- Staffing Organizational Units - Recruiting, interviewing, selecting, hiring, and promoting employees in an organization.
- Monitoring and Controlling Resources - Monitoring and controlling resources and overseeing the spending of money.
Detailed Work Activities
- Prepare research reports.
- Analyze consumer trends.
- Conduct surveys in organizations.
- Establish business management methods.
- Measure effectiveness of business strategies or practices.
- Gather organizational performance information.
- Analyze market conditions or trends.
- Monitor business indicators.
- Analyze industry trends.
- Discuss business strategies, practices, or policies with managers.
- Supervise employees.
- Develop business or market strategies.