In today’s data-driven business landscape, the ability to understand consumer behaviour and anticipate market trends is more important than ever. Market research analysts play a pivotal role in translating this information into actionable insights that drive strategic decisions. But is this career path aligned with your ambitions? And how do you become a market research analyst?
This article explores the key responsibilities, qualifications, and career prospects associated with this in-demand role. Discover how an advanced qualification such as the Online Master of Science in Strategic Marketing, from EDHEC can position you for success in this demanding role.
What Is Market Research?
Market research involves systematically gathering, analysing, and interpreting data about markets, competitors, and consumers. This process helps businesses identify opportunities, understand customer needs, and develop effective strategies to meet market demands.
What Is A Market Research Analyst?
A market research analyst is a specialist who translates data into strategic insights, helping businesses determine what consumers want, who they are, and how much they’re willing to spend. By combining statistical analysis with consumer research, these professionals guide companies in shaping their products, pricing, and promotional strategies. They rely on data tools and analytics platforms to evaluate market trends, assess campaign performance, and anticipate future demand, ensuring that marketing decisions are both evidence-based and outcome-focused.
What Are the Skills Needed to Be a Market Research Analyst?
Success as a market research analyst requires a strong mix of technical know-how, strategic insight, and communication abilities. These skills enable professionals to turn complex data into actionable marketing intelligence.
Analytical Thinking
Analysts must interpret large datasets to identify consumer trends, behaviour patterns, and actionable insights. This skill is foundational to all aspects of market research.
Knowledge of Marketing Strategies
Understanding how marketing strategies function—from segmentation and positioning to branding and promotion—allows analysts to assess campaign performance more effectively. It also enables them to provide meaningful recommendations that align with broader business objectives.
Proficiency in Research Tools and Techniques
This includes expertise in designing surveys, running focus groups, and collecting both quantitative and qualitative data using digital platforms and traditional methods.
Statistical and Technical Expertise
Strong statistical knowledge and familiarity with tools like SPSS, R, Python, or Excel are essential for accurate data analysis and reporting.
Data Visualisation and Presentation
Using tools such as Tableau or Power BI, analysts present their findings in visually compelling formats that decision-makers can easily understand and act upon.
Communication and Storytelling
It’s not enough to gather data—analysts must be able to communicate findings clearly to teams and stakeholders. Strong writing and presentation skills help connect the dots between data and business strategy.
Attention to Detail
Accuracy matters. From survey design to data entry, attention to detail ensures the integrity of your insights and prevents costly errors.
Time Management and Organisation
With multiple projects often running in parallel, analysts need to be highly organised and able to manage their time effectively to meet deadlines.
Adaptability and Continuous Learning
Staying informed on evolving tools, industry trends, and consumer expectations ensures that analysts remain competitive and forward-thinking.
Ethical Awareness and Data Privacy
Respecting confidentiality and data regulations such as GDPR is vital. Market research analysts must ensure ethical handling of all customer and organisational data.
Job Description for Market Research Analyst
What Does a Market Research Analyst Do?
Market research analysts collect and analyse data from various sources such as trending keywords, survey results, social media feedback, and sales performance. Their role is to turn this data into actionable insights that support business decision-making. These insights guide the development of products, marketing campaigns, and brand positioning.
While responsibilities may vary depending on the organisation, typical tasks include:
- Data collection: Designing and implementing surveys, questionnaires, and other research tools
- Data analysis: Using statistical software and modelling techniques to uncover patterns and trends
- Insight reporting: Communicating findings through written reports, dashboards, and presentations
- Strategic input: Contributing research-backed recommendations to marketing strategies
- Product and brand testing: Conducting studies to evaluate consumer reactions to new products or messaging
This role requires both strong analytical skills and the ability to communicate results in a clear, strategic manner to various stakeholders across the business.
Understanding the Type of Research Behind the Role
To provide accurate and relevant insights, market research analysts rely on a combination of research types and techniques tailored to specific business needs. Their investigations often blend both primary and secondary research, as well as quantitative and qualitative methods, to form a well-rounded understanding of market dynamics.
Primary research involves gathering new data directly from target audiences through surveys, interviews, and focus groups. This helps analysts explore consumer attitudes, preferences, and purchasing motivations. Secondary research, on the other hand, draws from existing sources such as industry reports, competitor data, and market databases to contextualise findings within broader trends.
Analysts typically focus on several key research areas:
- Customer insights: Identifying consumer needs, product preferences, and areas for improvement based on direct feedback and behavioural patterns.
- Competitive analysis: Examining rival brands, their offerings, and market positioning to evaluate strengths, weaknesses, and opportunities.
- Market conditions: Exploring broader industry movements, economic factors, and demographic shifts that impact business strategy.
- Campaign performance: Reviewing past marketing initiatives to understand what contributed to success or underperformance and how to optimise future efforts.
This multifaceted research approach enables analysts to deliver recommendations that are evidence-based, strategically relevant, and directly aligned with business goals.
Tools and Techniques Used by Market Research Analysts
To carry out research effectively, market research analysts rely on a combination of digital tools, statistical methods, and structured processes that support each phase of their work—from data collection to analysis and reporting.
Survey platforms such as Qualtrics, Google Forms, or SurveyMonkey enable analysts to design targeted questionnaires and gather feedback from specific demographic groups. These tools offer flexibility in question types, logic branching, and real-time analytics.
Statistical software like IBM SPSS Statistics and R is commonly used to conduct quantitative analysis. These platforms help analysts identify patterns, test hypotheses, and generate predictive models from large datasets.
Data visualisation tools such as Tableau and Microsoft Power BI assist in transforming raw data into clear, interactive visual formats. These are especially useful for presenting findings to non-technical stakeholders.
CRM systems and web analytics (e.g., Salesforce, Google Analytics) provide insight into customer interactions, purchasing behaviour, and campaign engagement. Analysts use this information to assess marketing effectiveness and refine targeting strategies.
Qualitative analysis tools, including NVivo or Dedoose, support the analysis of open-ended survey responses, interview transcripts, and focus group feedback. These tools allow for thematic coding and deeper interpretation of customer sentiment.
By integrating these tools and methodologies, market research analysts can produce accurate, actionable insights that support strategic marketing and business growth.
What Qualifications Do You Need to Be a Market Research Analyst?
To pursue a career as a market research analyst, the following qualifications are typically required:
- Educational Background: A bachelor’s degree in marketing, business, statistics, or a related field is essential. An advanced degree, such as a master of science can enhance job prospects.
- Analytical Skills: Proficiency in statistical analysis and data interpretation.
- Communication Skills: Ability to present complex information clearly and concisely.
- Technical Proficiency: Familiarity with data analysis software and tools.
How to Become a Market Research Analyst
Breaking into the field of market research requires more than academic credentials. It demands a combination of targeted education, practical experience, technical fluency, and ongoing professional development. Here’s a structured path to help you enter and grow in this career:
- Earn a Degree in a Relevant Field
Begin by studying subjects such as statistics, marketing, business analytics, or consumer psychology. These areas form the theoretical backbone of market research and prepare you for data-focused roles. - Gain Real-World Experience
Seek internships, work placements, or part-time roles in research, marketing, or data analysis. These opportunities not only enhance your skill set but also expand your professional network. - Master Industry Tools and Techniques
Build proficiency in essential software such as SPSS, Excel, Tableau, and Google Analytics. Familiarity with these platforms is highly valued by employers and crucial for day-to-day tasks. - Advance Your Expertise with a Specialised Degree
Pursuing a Master of Science enhances both your knowledge and credibility. EDHEC’s Online MSc in Strategic Marketing combines academic rigour with practical application, offering personalised coaching, hands-on projects, and access to cutting-edge marketing tools. - Stay Current and Actively Engage in the Field
Follow industry developments, participate in conferences or webinars, and join professional marketing associations. Continuous learning and active involvement demonstrate initiative and can open doors to new opportunities.
Understanding the Different Specialisations in Marketing Analysis
Marketing analysis includes a range of specialised roles, each contributing distinct expertise to help businesses make data-informed decisions. Here’s a breakdown of key roles and what each one focuses on:
Market Research Analyst:
Focuses on understanding external market conditions, consumer preferences, and competitor insights to guide product development and marketing strategies.
Marketing Analyst:
Evaluates internal marketing performance by analysing campaign results, customer engagement, and ROI to optimise ongoing initiatives.
Marketing Data Analyst:
Applies advanced statistical tools and data modelling to uncover trends and predictive insights across customer behaviour and marketing performance.
Customer Research Analyst:
Specialises in studying customer needs, satisfaction, and loyalty through surveys, focus groups, and user feedback to support customer-centric strategies.
Research Analyst:
A broader role that may span different sectors, focusing on collecting and interpreting data to provide insights for business, financial, or marketing decisions.
Career Path for Market Research Analysts
A career as a market research analyst offers a clear and rewarding progression for those with a passion for data-driven decision-making and strategic thinking. It begins with roles that build technical and analytical expertise, and can lead to senior positions that shape organisational direction and influence market strategy. This profession suits individuals who combine critical thinking with curiosity about consumer behaviour, market dynamics, and business performance.
Here is a typical career progression for market research analysts:
Junior Market Research Analyst:
Entry-level position focused on data collection, survey distribution, and assisting with preliminary analysis. A strong foundation in research tools and methodologies is developed here.
Market Research Analyst:
Analysts begin to independently manage projects, design research instruments, analyse datasets, and produce reports that contribute to marketing and product strategies.
Senior Market Research Analyst:
More advanced responsibilities include leading research projects, synthesising insights, mentoring junior colleagues, and presenting findings to stakeholders.
Research Manager:
In charge of multiple projects and analyst teams, coordinating client communications, and ensuring quality control. This role requires both technical expertise and leadership capabilities.
Director of Research:
A strategic role involving high-level planning, innovation in research approaches, and alignment of insights with business goals. Directors often contribute to business development and organisational strategy.
A career in market research offers not just progression in title, but meaningful growth in scope, influence, and impact.
The career trajectory for market research analysts typically includes:
- Junior Analyst: Entry-level role focusing on data collection and basic analysis.
- Research Analyst: Involvement in designing research projects and interpreting data.
- Senior Analyst: Leading research initiatives and mentoring junior staff.
- Research Manager: Overseeing multiple projects and coordinating with clients.
- Director of Research: Strategic role involving high-level decision-making and business development.
How Much Do Market Research Analysts Earn?
Salaries for market research analysts vary based on experience, location, and industry.
According to Glassdoor, the average base pay in the London area is approximately £41,000 per year, with most salaries falling within the range of £30,000 to £57,000. This reflects the city’s high demand for skilled analysts and its elevated cost of living.
In Paris, Glassdoor reports an average base salary of €38,000 per year, with most roles offering between €34,000 and €45,000 annually. These figures may vary depending on the analyst’s level of experience, qualifications, and the specific sector they work in.
This comparison illustrates the competitive earning potential across major European markets for those with the right mix of research expertise and marketing insight.
Launch Your Career in Market Research with EDHEC’s MSc Strategic Marketing
A career as a market research analyst offers a dynamic and intellectually stimulating path for individuals interested in data analysis and strategic planning. With the right qualifications and skills, professionals can significantly impact business decisions and drive organisational success.
For those seeking to advance in this field, pursuing a specialised degree can provide a competitive edge. EDHEC’s MSc in Strategic Marketing offers comprehensive curriculum,including courses such as Market Research and Methodology, Data Visualisation, and Data Analytics for Managers equipping graduates with the tools needed to excel as market research analysts.
