Market Research Analysts
Market Research Analysts determine the market for new goods and services, develop advertising strategies, and evaluate the best business sites for commercial organisations.
Plans, develops and organises advertising policies and campaigns to support sales objectives.
Advises executives and clients on advertising strategies and campaigns to reach target markets; creates consumer awareness and effectively promotes the attributes of goods and services.
Co-ordinates production of advertising campaigns involving specialised activities within time and budget constraints, such as artwork, copywriting, media scripting, television and film production and media placement.
Analyses data regarding consumer patterns and preferences.
Interprets and predicts current and future consumer trends.
Researches potential demand and market characteristics for new goods and services, as well as collecting and analysing the data and other statistical information.
Supports business growth and development through the preparation and execution of marketing objectives, policies and programs.
Commissions and undertakes market research to identify market opportunities for new and existing goods and services.
Advises on all elements of marketing such as product mix, pricing, advertising and sales promotion, selling, and distribution channels
JSA produces employment projections to show where likely future job opportunities may be. Employment projections data are only produced for occupations at the broad four digit Australian and New Zealand Standard Classification of Occupations (ANZSCO) level. While data are not available for this occupation, projections data are available for the parent occupation, Advertising and Marketing Professionals, under the outlook section.
Earnings and hours
Around 71% of people employed as Market Research Analysts work full-time hours, in all their jobs combined. This is 5 percentage points above the all jobs average (66%).
Full-time workers work an average of 42 hours per week in their main job. This is similar to the all jobs average (44 hours per week).
Sources:Full-time share and full-time hours: ABS, 2016 Census, customised report. Compared to the all jobs average.
Employment across Australia
Employment by State and Territory (% Share)
|State||Market Research Analysts||All Jobs Average|
Around 91% of Market Research Analysts live in capital cities, compared with the all jobs average of 62%.
New South Wales and Victoria have a large share of employment relative to their population size.
The regions with the largest share of workers are:
- Melbourne - Inner
- Sydney - North Sydney and Hornsby
- Sydney - City and Inner South
- Sydney - Eastern Suburbs
- Melbourne - Inner South.
Source: Based on ABS Census 2016, Customised Report. Share of workers across Australian states, territories and regions, in this job compared to the all jobs average.
Age and gender
The median age of Market Research Analysts is 33 years. This is younger than the all jobs average of 40 years.
A large share of workers are aged 25 to 34 years.
Females make up 59% of the workforce. This is 11 percentage points above the all jobs average of 48%.
Source: Based on ABS Census 2016, Customised Report. Age profile and gender share compared to the all jobs average.
Age Profile (% Share)
|Age Bracket||Market Research Analysts||All Jobs Average|
|65 and Over||2.7||4.2|
Source: Based on ABS Census 2016, Customised Report. Age profile of workers in this job compared to the all jobs average.
Education, training and experience
A bachelor degree in marketing, business and management, management and commerce, psychology or another related field is usually needed to work as a Market Research Analyst.
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Highest Level of Education (% Share)
|Type of Qualification||Market Research Analysts||All Jobs Average|
|Post Graduate/Graduate Diploma or Graduate Certificate||27.0||10.1|
|Year 10 and below||1.2||12.5|
Source: ABS Census 2016, Customised Report. Highest qualification completed by workers in this job (in any field of study). Qualifications needed by new workers might be different from the qualifications of workers already in the job.
Skills and Knowledge
Employers look for Advertising and Marketing Professionals who have strong interpersonal skills and are highly organised.
Skills can be improved through training or experience.
Reading work related information.
Writing things for co-workers or customers.
Listening to others, not interrupting, and asking good questions.
57%Judgment and decision making
Figuring out the pros and cons of different options and choosing the best one.
Thinking about the pros and cons of different ways to solve a problem.
Talking to others.
Being able to use what you have learnt to solve problems now and again in the future.
Figuring out how a system should work and how changes in conditions, operations, and the environment will affect it.
Measuring how well a system is working and how to improve it.
52%Complex problem solving
Noticing a problem and figuring out the best way to solve it.
Keeping track of how well work is progressing so you can make changes or improvements.
Managing your own and other peoples' time to get work done.
48%Coordination with others
Being adaptable and coordinating work with other people.
Using maths to solve problems.
Talking people into changing their minds or their behaviour.
Understanding why people react the way they do.
Figuring out the best way to teach or learn something new.
Understanding needs and product requirements to create a design.
Teaching people how to do something.
45%Management of personnel resources
Motivating, developing, and directing people as they work, and choosing the best people for the job.
These are important topics, subjects or knowledge areas.
English language including the meaning and spelling of words, rules of composition, and grammar.
70%Sales and marketing
Showing, promoting, and selling including marketing strategy, product demonstration, sales techniques, and sales control systems.
70%Customer and personal service
Understanding customer needs, providing good quality service, and measuring customer satisfaction.
64%Computers and electronics
Circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
Word processing, managing files and records, stenography and transcription, designing forms, and other office work.
62%Administration and management
Business principles involved in strategic planning, leadership, and coordinating people and resources.
Arithmetic, algebra, geometry, calculus, or statistics.
54%Education and training
Curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.
51%Personnel and human resources
Recruiting and training people, managing pay and other entitlements (like sick leave), and negotiating pay and conditions.
48%Communications and media
Media production, communication, and dissemination. Includes written, spoken, and visual media.
45%Economics and accounting
Economics and accounting, the financial markets, banking and checking and reporting of financial data.
Describing land, sea, and air, including their physical characteristics, locations, how they work together, and the location of plant, animal, and human life.
45%Sociology and anthropology
Group behaviour and dynamics, societal trends and influences, human migrations, ethnicity, cultures and their history and origins.
Human behaviour; differences in ability, personality, and interests; learning and motivation; research methods; assessing and treating disorders.
33%Production and processing
Raw materials, production processes, quality control, costs, and ways of making and distributing goods.
32%Law and government
How our laws and courts work. Government rules and regulations, and the political system.
28%Philosophy and theology
Philosophical systems and religions, including their basic principles, values, ethics, ways of thinking, customs, practices, and impact on society.
Foreign (non-English) language including the meaning and spelling of words, rules of composition and grammar, and pronunciation.
21%Engineering and technology
Use engineering, science and technology to design and produce goods and services.
Transmission, broadcasting, switching, control, and operation of telecommunications systems.
Workers use these physical and mental abilities..
Listen to and understand what people say.
Communicate by speaking.
Read and understand written information.
Write in a way that people can understand.
Use general rules to find answers or solve problems logically.
Use lots of detailed information to come up with answers or make general rules.
Choose the right maths method or formula to solve a problem.
See details that are up-close (within a few feet).
Come up with a number of ideas about a topic, even if the ideas aren't very good.
Come up with different ways of grouping things.
Notice when something is wrong or is likely to go wrong, even if you can't solve the problem.
54%Working with numbers
Add, subtract, multiply, or divide.
52%Sorting or ordering
Order or arrange things in a pattern or sequence (e.g., numbers, letters, words, pictures, mathematical operations).
Identify and understand the speech of another person.
Speak clearly so others can understand you.
48%Flexibility of closure
See a pattern (a figure, object, word, or sound) hidden in other distracting material.
See details that are far away.
Come up with unusual or clever ideas, or creative ways to solve a problem.
Pay attention to something without being distracted.
Use your eyes to quickly compare groups of letters, numbers, pictures, or other things.
These are kinds of activities workers regularly do in this job.
82%Planning and prioritising work
Deciding on goals and putting together a detailed plan to get the work done.
77%Building good relationships
Building good working relationships and keeping them over time.
77%Making sense of information and ideas
Looking at, working with, and understanding data or information.
76%Communicating within a team
Giving information to co-workers by telephone, in writing, or in person.
76%Researching and investigating
Looking for, getting and understanding different kinds of information.
75%Keeping your knowledge up-to-date
Keeping up-to-date with technology and new ideas.
74%Collecting and organising information
Compiling, coding, categorizing, calculating, tabulating, auditing, or checking information or data.
72%Looking for changes over time
Comparing objects, actions, or events. Looking for differences between them or changes over time.
72%Making decisions and solving problems
Using information to work out the best solution and solve problems.
72%Communicating with the public
Giving information to the public, business or government by telephone, in writing, or in person.
69%Giving expert advice
Providing guidance and expert advice to management or other groups.
67%Explaining things to people
Helping people to understand and use information.
65%Documenting or recording information
Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
64%Coming up with systems and processes
Deciding on goals and figuring out what you need to do to achieve them.
Using your own ideas for developing, designing, or creating something new.
63%Scheduling work and activities
Working out the timing of events, programs, and activities, as well as the work of others.
Convincing people to buy something or to change their minds or actions.
56%Assessing and evaluating things
Working out the value, importance, or quality of things, services or people.
55%Working with computers
Using computers to program, write software, set up functions, enter data, or process information.
48%Estimating amounts, costs and resources
Working out sizes, distances, amounts, time, costs, resources, or materials needed for a task.
Interests and demands
Learn about the daily activities, and physical and social demands faced by workers. Explore the values and work styles that workers rate as most important.
Interests are the style or type of work we prefer to do. All interest areas are shown below.
Ideas and thinking. Searching for facts and figuring out problems in your head.
Starting up and carrying out projects. Leading people and making many decisions. Sometimes require risk taking and often deal with business.
Following set procedures and routines. Working with numbers and details more than with ideas, usually following rules.
Working with forms, designs and patterns. Often need self-expression and can be done without following rules.
Working with people. Helping or providing service to others.
Practical, hands-on work. Often with plants and animals, or materials like wood, tools, and machinery.
Results oriented. Workers are able to use their strongest abilities, giving them a feeling of accomplishment.
Supportive management that stands behind employees. Workers are treated fairly by their company, they are supported by management, and have supervisors who train them well.
Job security and good working conditions. There is usually a steady flow of interesting work, and the pay and conditions are generally good.
Work alone and make decisions. Workers are able to try out their own ideas, make decisions on their own, and work with little or no supervision.
Advancement and the potential to lead. Workers are recognised for the work that they do, they may give directions and instructions to others, and they are looked up to in their company and their community.
Serve and work with others. Workers usually get along well with each other, do things to help other people, and are rarely pressured to do things that go against their sense of right and wrong.
Use electronic mail.
Talk on the telephone.
92%Spend time sitting
Spend time sitting at work.
89%Freedom to make decisions
Have freedom to make decision on your own.
88%Indoors, heat controlled
Work indoors with access to heating or cooling.
Talk with people face-to-face.
Have freedom to decide on tasks, priorities, and goals.
81%Contact with people
Have contact with people by telephone, face-to-face, or any other way.
80%Being exact or accurate
Be very exact or highly accurate.
Work with people in a group or team.
Work to strict deadlines.
72%Letters and memos
Write letters and memos.
71%Impact of decisions
Make decisions that have a large impact on other people.
Compete with others, or be aware of competitive pressures.
67%Frequent decision making
Frequently make decisions that impact other people.
66%Lead or coordinate a team
Lead others to do work activities.
64%Contact with the public
Work with customers or the public.
64%Responsible for outcomes
Take responsibility for the results of other people's work.
63%Repeating same tasks
Repeat the same tasks or activities (e.g., key entry) over and over, without stopping.
58%Making repetitive motions
Spend time making repetitive motions.
O*NET is a trademark of the U.S. Department of Labor, Employment and Training Administration.
The skills and importance ratings on this page are derived from the US Department of Labor O*NET Database Version 21.2, 13-1161.00 - Market Research Analysts and Marketing Specialists.