How to become market research analysts and marketing specialistseducation, training, experience and the steps to enter

United States Marketing & PR Confidence ★★★★★

Median annual pay

$78,760

25th–75th pct. $58,350–$108,310

Top pay (est.)

$202,100

Top 10% $155,480

Pay in 5 years

$88,000est.

2031

Pay in 10 years

$98,400est.

$84,600–$114,200

Outlook score

58/100

★★★☆☆ Average

AI replacement risk

80%

High

Job growth (10 yr)

+7.0%

82K openings / yr

How to become market research analysts and marketing specialists

Typical education

Bachelor's degree

BLS

Related experience

None

On-the-job training

None

A step-by-step guide for this occupation is being prepared. The education, training and experience data above show the typical path.

Skills, education and requirements for Market Research Analysts and Marketing Specialists

Key skills

Reading Comprehension

4.8

Writing

4.1

Active Listening

4.0

Judgment and Decision Making

4.0

Speaking

4.0

Critical Thinking

4.0

Complex Problem Solving

3.8

Systems Evaluation

3.8

O*NET skill level ratings (0–7).

Key knowledge areas

Sales and Marketing

5.0

English Language

5.0

Administrative

4.5

Customer and Personal Service

4.3

Administration and Management

4.0

Mathematics

3.8

Computers and Electronics

3.5

Communications and Media

3.3

What the work involves

Analyzing Data or InformationGetting InformationProcessing InformationEstablishing and Maintaining Interpersonal RelationshipsCommunicating with Supervisors, Peers, or SubordinatesOrganizing, Planning, and Prioritizing WorkCommunicating with People Outside the OrganizationUpdating and Using Relevant Knowledge

Important abilities

Written ExpressionWritten ComprehensionOral ExpressionOral ComprehensionDeductive ReasoningFluency of Ideas

Training before entry

None / short demo

42%

1–3 months

16%

3–6 months

16%

2–4 years

11%

Up to 1 month

11%

1–2 years

Related work experience

2–4 years

40%

4–6 years

30%

1–2 years

15%

6–8 years

10%

6–12 months

Job Zone 4 — considerable preparation needed (O*NET)

Difficulty of entry: ★★★☆☆ Moderate (from education, training, experience and Job Zone)

Career path and how to earn more as market research analysts and marketing specialists

Career-path guidance is being prepared. Pay by percentile is shown in the Pay section.

Related occupations

	Occupation	Pay	Outlook	AI risk
1	Sales Managers Plan, direct, or coordinate the actual distribution or movement of a product or service to the customer.	$148,270	58/100	65%
2	Marketing Managers Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers.	$166,790	64/100	63%
3	Public Relations Specialists Promote or create an intended public image for individuals, groups, or organizations.	$74,750	45/100	66%
4	Public Relations Managers Plan, direct, or coordinate activities designed to create or maintain a favorable public image or raise issue awareness for their organization or client.	$146,910	60/100	71%
5	Fundraising Managers Plan, direct, or coordinate activities to solicit and maintain funds for special projects or nonprofit organizations.	$125,470	64/100	70%
6	Advertising and Promotions Managers Plan, direct, or coordinate advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or giveaways, to create extra interest in the purchase of a product or service for a department, an entire organization, or on an account basis.	$133,660	52/100	60%

Pay and employment figures are national statistics. Projected pay, outlook scores and AI replacement risk are estimates from the Shigoto Zukan model, not guarantees. To request a correction, use the contact form. How to read the data

Sources: BLS OEWS May 2025; BLS Employment Projections 2025–35; O*NET 31.0 Database by USDOL/ETA (CC BY 4.0), modified by Shigoto Zukan. Pay ranges, projections and scores are Shigoto Zukan estimates.