Market Research
Market Research
Marketing, Advertising & Public Relations
Market Research workers collect and analyze evidence about customers, competitors and market opportunities.
What You Would Do
- Market Research workers collect and analyze evidence about customers
- Competitors and market opportunities
- Follow the laws
- Policies
- Evidence and professional standards that apply to the role
- Define the audience
The exact work depends on the employer, audience, product, campaign, channel and level of responsibility.
Types of Work You Could Explore
Surveys — Explore surveys. Learn the responsibilities, methods, tools and qualifications used in this work.
Interviews — Explore interviews. Learn the responsibilities, methods, tools and qualifications used in this work.
Focus groups — Explore focus groups. Learn the responsibilities, methods, tools and qualifications used in this work.
Secondary research — Improve paid or unpaid visibility when people search for information, products or services.
Statistics — Explore statistics. Learn the responsibilities, methods, tools and qualifications used in this work.
Segmentation — Explore segmentation. Learn the responsibilities, methods, tools and qualifications used in this work.
Reports — Explore reports. Learn the responsibilities, methods, tools and qualifications used in this work.
You do not have to choose a specialty before you begin. Job titles and specialty names vary among employers and training programs, and one job may include more than one type of work.
Who Might Like This Career
This career may appeal to you if you are interested in surveys, interviews, focus groups. It can be a good fit for people who enjoy careful problem solving, accurate work, learning how audiences, messages, channels and results connect and seeing a clear result from their effort.
Where You Could Work
research firms, agencies, corporations, government and consulting organizations.
Pay and Job Outlook
Median annual pay: $78,760 in May 2025 for market research analysts and marketing specialists, a broad comparison occupation.
These are national U.S. figures for the occupation or comparison group named above, not a promised starting salary. Pay can vary considerably by location, experience, specialty, overtime, union agreement, employer, role, industry, experience, credentials and location. People starting the career commonly earn less than experienced workers; paid training programs may increase wages as skills grow.
U.S. Bureau of Labor Statistics career and pay information
Skills You Can Start Building
- Market Research workers collect and analyze evidence about customers, competitors and market opportunities
- Follow the laws, policies, evidence and professional standards that apply to the role
- Learn about an audience, market, product and communication goal
- Write, design or coordinate messages for appropriate channels
- Use research and performance data to guide decisions
- Manage deadlines, budgets, approvals and brand requirements
- Check claims, permissions, privacy and advertising compliance
How Market Research Work Is Changing
Marketing automation, streaming media, privacy changes, connected customer systems and rapid content production are changing the field.
AI may assist with research, drafts, images, personalization and performance analysis. Workers must check accuracy, rights, disclosure, bias, privacy and brand suitability.
Marketing uses digital platforms and automation, but people remain responsible for truthful claims, audience judgment, brand decisions, privacy and the quality of published work.
Education and Training
Preparation may include paid entry-level work, apprenticeship, CTE, certificates, college, portfolio projects or employer training. Employers often look for demonstrated writing, analysis, platform or campaign experience.
Career Pathways and Apprenticeship Availability
Typical pathway: Employer training and related paid experience are common; apprenticeship availability varies.
Market-research and data apprenticeships exist. Research involving personal data requires privacy and ethical safeguards.
A Registered Apprenticeship follows an approved training plan and combines paid work, supervised learning, related instruction and progressive skill development. Some employers use the word apprenticeship for paid programs that are not registered. Ask the sponsor which type it is and what credential, wage progression and job it provides.
Licenses and Certifications
Most marketing roles are not licensed, but privacy, advertising, endorsement, intellectual-property and industry rules apply. Platform certificates can support learning but do not guarantee employment.
Look up licenses in your state
Career Pathways to Learn Market Research and Gain Experience
Apprenticeship — Learn through real paid work with experienced workers who teach and guide you, supported by technical instruction and a structure for developing and measuring progress. Some apprenticeships are Registered Apprenticeships; others are not.
Entry-Level Jobs — Gain paid experience with tools, equipment, customer service, safety and workplace practices through beginning work in the field.
Youth Apprenticeship — Begin developing career skills through work while continuing high-school education where a suitable program is available.
Career and Technical Education CTE — Build applied skills through marketing, business, communications, digital media, design, data or event programs.
Pre-Apprenticeship — Learn introductory skills, safety and workplace expectations while preparing for apprenticeship or employment. Verify that the program connects participants with real employers and does not charge tuition simply for possible access to an apprenticeship.
Co-op — Combine education with career-related work experience through a high school, CTE program, community college or other educational program.
Paid Work-Based Learning — Get paid to do real work for an employer while learning skills and gaining experience related to the career.
Platform, Employer or Industry Training — Learn specific advertising, analytics, content, customer-management or marketing-technology systems.
From Learning to Experienced Work
Skills develop through practice and experience. People who are new to the work usually receive more instruction and supervision. As they demonstrate skill, judgment and reliability, they take on more difficult work, greater responsibility and more independent assignments.
A common progression: Learn → Practice → Gain Experience → Build Confidence → Take on More Responsibility → Work More Independently
Experienced workers may eventually supervise work or teach and guide newer workers, trainees and apprentices.
Where This Career Can Lead
With experience, a strong portfolio and measurable results, you may specialize, lead campaigns, manage a brand or channel, direct a team, consult or run an agency or business.
Questions to Ask Before You Apply
- Is this a paid job from the beginning?
- Is it a Registered Apprenticeship, an employer-run apprenticeship, another training program or a regular job with training?
- What equipment and work will I learn, and who will teach me on the job?
- How does pay increase as I gain skills?
- Who provides the classes, and can I earn college credit or an industry credential?
- What tools, transportation, physical requirements, licenses, background checks or costs should I expect?
Explore related careers
Consider these careers with overlapping tools, materials, systems or work settings:
Product Marketing
Event and Experiential Marketing
Marketing Analytics
Media Planning and Buying
Communications Strategy
Partnership and Sponsorship Marketing
Marketing Operations
Explore opportunities
Search apprenticeships and programs on Apprenticeship.com
Explore Apprenticeship.com state apprenticeship guides
Learn more from official career resources