What is a Market Research Analyst: Roles, Skills, Salaries, and How to Build Your Career in 2025
Updated on Dec 30, 2024 | 11 min read | 1.4k views
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Updated on Dec 30, 2024 | 11 min read | 1.4k views
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Did you know that the global market research industry is currently worth over $84 billion and shows no signs of slowing down? In the modern business landscape, relying on data-driven decisions is a fundamental necessity for success.
This is where market research analysts step in, acting as the bridge between raw data and actionable insights. These professionals entitle companies to fine-tune marketing strategies, boost customer engagement, and maximize revenue.
This article explores the role of a market research analyst, key market research analyst skills, salary trends, and how you can prepare for a thriving career in 2025.
Let’s get started!
Ever wondered how companies know what you need before you do? That’s the major role of a market research analyst.
They are the real expert behind every data-driven business decision. Market research analysts provide insights that shape successful marketing strategies by analyzing markets, competitors, and customer behavior.
Market research analyst is mainly needed for:
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Transitioning from their importance to their actual work, you might wonder — what does a market research analyst actually do? Let’s see further!
Think of them as problem-solvers with a data-centric approach. Their primary goal is transforming numbers, trends, and consumer behaviors into clear recommendations that fuel business growth.
Here’s a closer look at their responsibilities:
Also Read: Understanding and Conducting Market Research Like Experts
Now, let’s look at the types of research a market research analyst conducts!
As a market research analyst, you employ various research methods to help businesses make informed decisions. These approaches — rooted in numbers and narratives — uncover patterns, trends, and customer behaviors that shape effective strategies.
Let’s explore the primary categories of research they rely on:
For a detailed comparison, read Qualitative vs. Quantitative Research: Differences and Methods!
Now, let’s dig deeper into specific types of research a Market Research Analyst undertakes.
Your research starts with the customer. To craft resonate strategies, you gather data to uncover what customers want, how they behave, and what keeps them returning.
1. Primary Research: You collect firsthand data directly from customers through:
2. Secondary Research: You analyze existing data from:
3. Customer Acquisition
You design strategies to attract new customers by identifying their demographics, preferences, and needs. For instance, you might refine a product launch based on feedback or spot untapped audience segments.
4. Customer Retention
Keeping existing customers happy is just as important. You use feedback surveys and satisfaction studies to recommend ways to improve customer loyalty and build stronger relationships.
Also Read: Consumer Behavior in Marketing: Understanding the Psychology
Expanding into new markets or staying competitive requires digging deep into market dynamics. You play a vital role in helping businesses uncover opportunities and outpace their rivals.
1. Competitor Research
You analyze competitors to identify what they’re doing right and where they’re falling short. This includes evaluating their pricing strategies, product offerings, and market positioning to give your company the upper hand.
2. Product Research
Assessing how products perform in the market and identifying areas for improvement is essential. Whether enhancing features or spotting gaps in offerings, good research ensures products stay relevant.
3. Market Opportunities
Uncovering unmet market needs and recommending strategies to address them plays a pivotal role in driving business success. Whether launching a new product or pivoting a service, your insights help businesses seize the right opportunities.
Also Read: How to do Competitor Analysis? Step-by-Step Guide
You ensure businesses not only compete but also stand out. By focusing on brand positioning, you help organizations create a lasting impression in customers’ minds.
1. Brand Perception
Study how customers view a brand and uncover insights that build trust and loyalty. Your research ensures brands align with customer expectations and values.
2. Competitive Landscape
You must assess competitors’ strengths and weaknesses to help businesses refine their positioning and dominate their niche.
Also Read: How to Strategically Launch Your Brand
Your job doesn’t end with a campaign launch. You ensure marketing efforts deliver maximum results by analyzing performance and fine-tuning strategies.
1. Marketing Insights
Collecting data on customer interactions with campaigns helps identify the most effective tactics. Your findings guide businesses to allocate budgets smarter and maximize returns.
2. Testing and Feedback
Here, techniques like A/B testing are used to evaluate different campaign strategies. By comparing results and integrating customer feedback, you ensure every campaign achieves its goals.
For a deep insight into how marketing and branding work together, have a look at upGrad’s course “How do Brands Leverage User Generated Content”!
Mastering the proper market research analyst skills is essential to thrive in this field. Let’s explore!
Success as a market research analyst hinges on a blend of technical expertise and workplace capabilities. These skills help you decode raw data, spot hidden patterns, and communicate insights that inspire action.
Let’s break down the market research analyst skills in detail!
Your technical skills enable you to dive deep into data, extract meaningful insights, and deliver precise recommendations.
Here are the must-have technical tools in your arsenal:
Mastering these tools doesn’t just make your work easier — it makes your insights sharper and more impactful.
Next comes the workplace factors!
Technical tools might help you uncover insights, but your workplace skills ensure those insights drive action. Think of these abilities as the glue that connects data to decisions.
Also Read: Workplace Communication: Key Types, Methods, and Its Importance
As you step into the role of a market research analyst, remember — it’s not just what you know but how you deliver it that makes all the difference.
So, let us get into a detailed guide to becoming one!
Becoming a market research analyst is an exciting journey that blends analytical skills with strategic thinking. If you’re ready to step into this dynamic field, here’s a clear roadmap to help you achieve your career goals:
1. Education: The first step is building a strong academic foundation.
2. Start with Related Entry-Level Roles: You don’t have to start as a full-fledged Market Research Analyst right away.
3. Build Technical Skills: The more technical skills you have, the better.
4. Take Relevant Courses and Certifications: Upskilling through targeted courses and certifications can set you apart from the competition.
5. Gain Experience in the Field: Practical experience is crucial to mastering the role.
Now, it’s natural to wonder how a market research analyst compares to other roles. Let’s break it down!
In the business and data space, roles often overlap, making it hard to differentiate one from another. While a market research analyst shares similarities with other analyst positions, each has distinct responsibilities, focus areas, and contributions.
Let’s compare all these roles side-by-side to clarify how they stand apart.
Key Aspects |
Market Research Analyst |
Market Analyst |
Data Analyst |
Primary Role |
Analyzes consumer behavior and market trends to guide marketing and product strategies. |
Focuses on financial and economic data to predict market movements and investment opportunities. |
Interprets large datasets to uncover trends and inform business decisions. |
Focus Area |
Consumer behavior, market dynamics, and competitor analysis. |
Financial markets, economic trends, and industry performance. |
Broad business data across sales, operations, and customer behavior. |
Required Skills |
Survey design, trend analysis, critical thinking, communication. |
Financial modeling, data interpretation, forecasting, economics. |
SQL, Python, visualization tools, statistics. |
Tools Used |
SPSS, Tableau, surveys, Excel. |
Bloomberg Terminal, Excel, forecasting software. |
Python, R, Power BI, SQL, Tableau. |
Output |
Reports on consumer preferences and strategies to improve marketing or sales outcomes. |
Insights on market opportunities, investment risks, and economic trends. |
Visualized data reports, trend insights, and predictive analytics. |
Career Opportunities |
Marketing departments, research firms, consulting agencies. |
Financial firms, investment companies, and economic research teams. |
Technology companies, consulting firms, analytics teams. |
Understanding these differences lets you decide which role aligns best with your career goals.
Also Read: Top 10 Highest Paying Jobs in Marketing in India [A Complete Report]
Curious about the earning potential and career growth as a market research analyst? Let’s uncover what the future holds!
According to the U.S. Bureau of Labor Statistics, this role of market research analyst is expected to grow by 8% from 2023 to 2033, adding about 74,900 new jobs over the decade.
With the rapid digital transformation in India, companies are actively seeking skilled analysts to stay competitive. The emerging trends in this field that can be seen are:
The earning potential of a market research analyst mainly depends on experience. Entry-level professionals start with competitive salaries, which increase significantly with expertise and specialization.
Here’s a breakdown of average annual salaries by experience level:
Experience Level | Average Annual Salary (INR) |
Entry-Level (0-2 years) | INR 4.4L |
Mid-Level (3-6 years) | INR 5.4L |
Senior-Level (7+ years) | INR 5.9L |
Source: AmbitionBox
You see, you can climb the ladder quickly and unlock higher earning potential by upskilling in areas like advanced analytics and marketing strategies!
As a skilled and passionate market research analyst, you would want to uncover insights and shape business strategies, but how do you get there? That's where the upGrad enters!
upGrad’s programs are designed to make you industry-ready, bridging the gap between theoretical knowledge and practical application. Whether honing your technical expertise or mastering market research analyst skills, upGrad provides everything you need.
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References:
https://explodingtopics.com/blog/market-research-trends
https://www.bls.gov/ooh/business-and-financial/market-research-analysts.htm
https://www.ambitionbox.com/profile/market-research-analyst-salary
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