Market Research Analysts

ANZSCO ID 225112

Overview

Snapshot

Employed
3,100
Future Growth
N/A
Weekly Earnings
N/A
Full-Time Share
71%
Female Share
59%
Average age
33

Summary

Market Research Analysts determine the market for new goods and services, develop advertising strategies, and evaluate the best business sites for commercial organisations.

Tasks

  • 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

Characteristics

Job Type
Professionals
Skill Level
Very high skill
ANZSCO Occupation group
Unemployment Rate
n/a
Industries
Pathway(s)
  • University
Interests
  • Analytical
  • Administrative
  • Enterprising
Physical Demand
  • Sedentary

Outlook

Employment Outlook

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

Working arrangements

  • 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.


Industries

Main industries

1
Professional, Scientific and Technical Services
55.4%
2
Financial and Insurance Services
8.2%
3
Information Media and Telecommunications
5.0%
4
Retail Trade
4.1%
5
Other industries
24.6%

Regions

Employment across Australia

NSW

47.0% All occupations: 31.6%

VIC

34.6% All occupations: 25.6%

QLD

9.0% All occupations: 20.0%

SA

2.9% All occupations: 7.0%

WA

4.7% All occupations: 10.8%

TAS

0.5% All occupations: 2.0%

NT

0.2% All occupations: 1.0%

ACT

1.1% All occupations: 1.9%

Employment by State and Territory (% Share)

State Market Research Analysts All Jobs Average
NSW 47.0 31.6
VIC 34.6 25.6
QLD 9.0 20.0
SA 2.9 7.0
WA 4.7 10.8
TAS 0.5 2.0
NT 0.2 1.0
ACT 1.1 1.9



Worker profile

Age and gender

Age In Years
33
All Jobs Average is 40
Female Share
59%
All Jobs Average is 48%
  • 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)

Source: Based on ABS Census 2016, Customised Report. Age profile of workers in this job compared to the all jobs average.
Age Bracket Market Research Analysts All Jobs Average
15-19 1.2 5.0
20-24 13.9 9.3
25-34 41.4 22.9
35-44 22.2 22.0
45-54 12.9 21.6
55-59 3.5 9.0
60-64 2.2 6.0
65 and Over 2.7 4.2
Median Age 33 40

Source: Based on ABS Census 2016, Customised Report. Age profile of workers in this job compared to the all jobs average.


Employment Pathways

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.

Visit

  • Course Seeker to search and compare higher education courses.
  • ComparED to compare undergraduate and postgraduate student experiences and outcomes.
  • My Skills to compare Vocational Education and Training (VET) courses, providers and student outcomes.
  • AAPathways website to explore Retail Services VET training pathways.

Highest Level of Education (% Share)

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.
Type of Qualification Market Research Analysts All Jobs Average
Post Graduate/Graduate Diploma or Graduate Certificate 27.0 10.1
Bachelor degree 51.3 21.8
Advanced Diploma/Diploma 5.3 11.6
Certificate III/IV 2.6 21.1
Year 12 11.4 18.1
Year 11 1.0 4.8
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

Skills can be improved through training or experience.

  • 66%

    Reading comprehension

    Reading work related information.

  • 59%

    Writing

    Writing things for co-workers or customers.

  • 57%

    Active listening

    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.

  • 55%

    Critical thinking

    Thinking about the pros and cons of different ways to solve a problem.

  • 55%

    Speaking

    Talking to others.

  • 55%

    Active learning

    Being able to use what you have learnt to solve problems now and again in the future.

  • 55%

    Systems analysis

    Figuring out how a system should work and how changes in conditions, operations, and the environment will affect it.

  • 54%

    Systems evaluation

    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.

  • 52%

    Monitoring

    Keeping track of how well work is progressing so you can make changes or improvements.

  • 50%

    Time management

    Managing your own and other peoples' time to get work done.

  • 48%

    Coordination with others

    Being adaptable and coordinating work with other people.

  • 48%

    Mathematics

    Using maths to solve problems.

  • 48%

    Persuasion

    Talking people into changing their minds or their behaviour.

  • 48%

    Social perceptiveness

    Understanding why people react the way they do.

  • 46%

    Learning strategies

    Figuring out the best way to teach or learn something new.

  • 46%

    Operations analysis

    Understanding needs and product requirements to create a design.

  • 45%

    Instructing

    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.


Knowledge

These are important topics, subjects or knowledge areas.

  • 70%

    English language

    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.

  • 64%

    Clerical

    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.

  • 61%

    Mathematics

    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.

  • 45%

    Geography

    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.

  • 43%

    Psychology

    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.

  • 27%

    Foreign language

    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.

  • 18%

    Telecommunications

    Transmission, broadcasting, switching, control, and operation of telecommunications systems.


Abilities

Workers use these physical and mental abilities..

  • 64%

    Oral comprehension

    Listen to and understand what people say.

  • 64%

    Oral expression

    Communicate by speaking.

  • 64%

    Written comprehension

    Read and understand written information.

  • 64%

    Written expression

    Write in a way that people can understand.

  • 63%

    Deductive reasoning

    Use general rules to find answers or solve problems logically.

  • 57%

    Inductive reasoning

    Use lots of detailed information to come up with answers or make general rules.

  • 57%

    Mathematics

    Choose the right maths method or formula to solve a problem.

  • 57%

    Near vision

    See details that are up-close (within a few feet).

  • 55%

    Brainstorming

    Come up with a number of ideas about a topic, even if the ideas aren't very good.

  • 55%

    Categorising

    Come up with different ways of grouping things.

  • 54%

    Problem spotting

    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).

  • 52%

    Speech recognition

    Identify and understand the speech of another person.

  • 50%

    Speech clarity

    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.

  • 48%

    Far vision

    See details that are far away.

  • 46%

    Originality

    Come up with unusual or clever ideas, or creative ways to solve a problem.

  • 43%

    Selective attention

    Pay attention to something without being distracted.

  • 41%

    Perceptual speed

    Use your eyes to quickly compare groups of letters, numbers, pictures, or other things.


Activities

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.

  • 63%

    Thinking creatively

    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.

  • 58%

    Influencing people

    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

Interests are the style or type of work we prefer to do. All interest areas are shown below.

  • 95%

    Analytical

    Ideas and thinking. Searching for facts and figuring out problems in your head.

  • 71%

    Enterprising

    Starting up and carrying out projects. Leading people and making many decisions. Sometimes require risk taking and often deal with business.

  • 57%

    Administrative

    Following set procedures and routines. Working with numbers and details more than with ideas, usually following rules.

  • 24%

    Creative

    Working with forms, designs and patterns. Often need self-expression and can be done without following rules.

  • 19%

    Helping

    Working with people. Helping or providing service to others.

  • 19%

    Practical

    Practical, hands-on work. Often with plants and animals, or materials like wood, tools, and machinery.


Values

Work values are important to a person’s feeling of satisfaction. All six values are shown below.
  • 67%

    Achievement

    Results oriented. Workers are able to use their strongest abilities, giving them a feeling of accomplishment.

  • 62%

    Support

    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.

  • 62%

    Working conditions

    Job security and good working conditions. There is usually a steady flow of interesting work, and the pay and conditions are generally good.

  • 57%

    Independence

    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.

  • 52%

    Recognition

    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.

  • 48%

    Relationships

    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.


Demands

The physical and social demands that workers face most often are shown below:
  • 98%

    Electronic mail

    Use electronic mail.

  • 97%

    Telephone

    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.

  • 87%

    Face-to-face discussions

    Talk with people face-to-face.

  • 87%

    Unstructured work

    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.

  • 79%

    Teamwork

    Work with people in a group or team.

  • 78%

    Time pressure

    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.

  • 70%

    Competition

    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.

Occupational Information Network
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.


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