What Market Research Analysts and Marketing Specialists do
The U.S. Department of Labor's O*NET database describes the work of Market Research Analysts and Marketing Specialists this way: "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."
The core tasks O*NET records for this occupation include: "Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand"; "Prepare reports of findings, illustrating data graphically and translating complex findings into written text"; "Measure and assess customer and employee satisfaction"; "Forecast and track marketing and sales trends, analyzing collected data"; "Seek and provide information to help companies determine their position in the marketplace".
Education, experience and training
According to the BLS Employment Projections, the typical education needed to enter this occupation is bachelor's degree.
Job outlook for Market Research Analysts and Marketing Specialists
The Bureau of Labor Statistics counted 952,700 jobs in this occupation in 2025 and projects 1,019,000 in 2035, an increase of 66,300 jobs (+7%). That is faster than the 3.5% projected for all occupations.
About 82,000 openings a year are projected on average, counting both new positions and positions vacated by workers who retire or switch occupations. Relative to today's employment that is 8.6% a year, against 10.3% for all occupations. BLS lists a national median annual wage of $78,760, compared with $50,980 for all occupations.
Where Market Research Analysts and Marketing Specialists earn the most
Across the 26 states with published data, the employment-weighted average of local median wages for this occupation ranges from $63,186 in Utah to $100,389 in New Hampshire, a gap of $37,203 (1.59 times). 15 of those 26 states average above the BLS national median of $78,760 and 11 average at or below it.
New Jersey employs the most people in this occupation among the states covered, 100,060, which is 10.3% of the 972,100 counted across them. California follows with 97,260.
Highest-paying states
New Hampshire ($100,389), Massachusetts ($98,708) and California ($98,616) lead the ranking, while Utah ($63,186) and Texas ($70,475) are at the bottom. The table below lists every state with a link to its county-level detail.
Market Research Analysts and Marketing Specialists: pay against the cost of living
We compare 34 labor markets, each represented by its most populous county. After federal, Social Security, Medicare and state taxes and the four basics (a one-bedroom rental, food, home energy and gasoline), the largest yearly margin is in Santa Clara County, CA (San Jose-Sunnyvale-Santa Clara, CA) at $55,935. The smallest margin is $24,903 in Los Angeles County, CA.
The median wage for this occupation covers all four basics in 34 of the 34 markets. A one-bedroom apartment takes between 19.0% and 45.5% of take-home pay, depending on the market.
Occupations related to Market Research Analysts and Marketing Specialists
Other occupations in the same SOC minor group (13-1000) include Management Analysts, Project Management Specialists, Logisticians and Compliance Officers.
Frequently asked questions about Market Research Analysts and Marketing Specialists
What is the national median wage for Market Research Analysts and Marketing Specialists?
BLS lists a national median annual wage of $78,760. Across the states covered here the average local median ranges from $63,186 to $100,389.
Which state pays Market Research Analysts and Marketing Specialists the most?
New Hampshire, with an employment-weighted average local median wage of $100,389. Massachusetts is next at $98,708.
What is the job outlook for Market Research Analysts and Marketing Specialists?
BLS projects employment to grow by 7% between 2025 and 2035, compared with 3.5% for all occupations, with about 82,000 openings a year.
What education do Market Research Analysts and Marketing Specialists need?
The typical entry-level education is bachelor's degree, according to BLS.
Where can Market Research Analysts and Marketing Specialists afford to live best?
Among the markets covered, Santa Clara County, CA leaves the largest yearly margin after taxes, rent, food, energy and gasoline: $55,935 on a median wage of $141,960.