Market Research Analysts
Overview
Snapshot
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
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Plans, develops and organises advertising policies and campaigns to support sales objectives.
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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.
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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.
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Analyses data regarding consumer patterns and preferences.
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Interprets and predicts current and future consumer trends.
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Researches potential demand and market characteristics for new goods and services, as well as collecting and analysing the data and other statistical information.
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Supports business growth and development through the preparation and execution of marketing objectives, policies and programs.
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Commissions and undertakes market research to identify market opportunities for new and existing goods and services.
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Advises on all elements of marketing such as product mix, pricing, advertising and sales promotion, selling, and distribution channels
Characteristics
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University
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Analytical
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Administrative
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Enterprising
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Sedentary
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
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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
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Most Market Research Analysts work in the Professional, scientific and technical services industry. They are also employed in industries like:
Source: Based on ABS Census 2016, Customised Report.
Regions
Employment across Australia
NSW
VIC
QLD
SA
WA
TAS
NT
ACT
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 |
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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.
Worker profile
Age and gender
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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 |
---|---|---|
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)
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.
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66%
Reading comprehensionReading work related information.
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59%
WritingWriting things for co-workers or customers.
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57%
Active listeningListening to others, not interrupting, and asking good questions.
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57%
Judgment and decision makingFiguring out the pros and cons of different options and choosing the best one.
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55%
Critical thinkingThinking about the pros and cons of different ways to solve a problem.
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55%
SpeakingTalking to others.
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55%
Active learningBeing able to use what you have learnt to solve problems now and again in the future.
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55%
Systems analysisFiguring out how a system should work and how changes in conditions, operations, and the environment will affect it.
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54%
Systems evaluationMeasuring how well a system is working and how to improve it.
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52%
Complex problem solvingNoticing a problem and figuring out the best way to solve it.
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52%
MonitoringKeeping track of how well work is progressing so you can make changes or improvements.
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50%
Time managementManaging your own and other peoples' time to get work done.
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48%
Coordination with othersBeing adaptable and coordinating work with other people.
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48%
MathematicsUsing maths to solve problems.
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48%
PersuasionTalking people into changing their minds or their behaviour.
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48%
Social perceptivenessUnderstanding why people react the way they do.
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46%
Learning strategiesFiguring out the best way to teach or learn something new.
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46%
Operations analysisUnderstanding needs and product requirements to create a design.
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45%
InstructingTeaching people how to do something.
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45%
Management of personnel resourcesMotivating, developing, and directing people as they work, and choosing the best people for the job.
Knowledge
These are important topics, subjects or knowledge areas.
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70%
English languageEnglish language including the meaning and spelling of words, rules of composition, and grammar.
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70%
Sales and marketingShowing, promoting, and selling including marketing strategy, product demonstration, sales techniques, and sales control systems.
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70%
Customer and personal serviceUnderstanding customer needs, providing good quality service, and measuring customer satisfaction.
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64%
Computers and electronicsCircuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
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64%
ClericalWord processing, managing files and records, stenography and transcription, designing forms, and other office work.
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62%
Administration and managementBusiness principles involved in strategic planning, leadership, and coordinating people and resources.
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61%
MathematicsArithmetic, algebra, geometry, calculus, or statistics.
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54%
Education and trainingCurriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.
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51%
Personnel and human resourcesRecruiting and training people, managing pay and other entitlements (like sick leave), and negotiating pay and conditions.
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48%
Communications and mediaMedia production, communication, and dissemination. Includes written, spoken, and visual media.
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45%
Economics and accountingEconomics and accounting, the financial markets, banking and checking and reporting of financial data.
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45%
GeographyDescribing land, sea, and air, including their physical characteristics, locations, how they work together, and the location of plant, animal, and human life.
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45%
Sociology and anthropologyGroup behaviour and dynamics, societal trends and influences, human migrations, ethnicity, cultures and their history and origins.
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43%
PsychologyHuman behaviour; differences in ability, personality, and interests; learning and motivation; research methods; assessing and treating disorders.
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33%
Production and processingRaw materials, production processes, quality control, costs, and ways of making and distributing goods.
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32%
Law and governmentHow our laws and courts work. Government rules and regulations, and the political system.
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28%
Philosophy and theologyPhilosophical systems and religions, including their basic principles, values, ethics, ways of thinking, customs, practices, and impact on society.
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27%
Foreign languageForeign (non-English) language including the meaning and spelling of words, rules of composition and grammar, and pronunciation.
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21%
Engineering and technologyUse engineering, science and technology to design and produce goods and services.
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18%
TelecommunicationsTransmission, broadcasting, switching, control, and operation of telecommunications systems.
Abilities
Workers use these physical and mental abilities..
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64%
Oral comprehensionListen to and understand what people say.
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64%
Oral expressionCommunicate by speaking.
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64%
Written comprehensionRead and understand written information.
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64%
Written expressionWrite in a way that people can understand.
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63%
Deductive reasoningUse general rules to find answers or solve problems logically.
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57%
Inductive reasoningUse lots of detailed information to come up with answers or make general rules.
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57%
MathematicsChoose the right maths method or formula to solve a problem.
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57%
Near visionSee details that are up-close (within a few feet).
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55%
BrainstormingCome up with a number of ideas about a topic, even if the ideas aren't very good.
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55%
CategorisingCome up with different ways of grouping things.
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54%
Problem spottingNotice when something is wrong or is likely to go wrong, even if you can't solve the problem.
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54%
Working with numbersAdd, subtract, multiply, or divide.
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52%
Sorting or orderingOrder or arrange things in a pattern or sequence (e.g., numbers, letters, words, pictures, mathematical operations).
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52%
Speech recognitionIdentify and understand the speech of another person.
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50%
Speech claritySpeak clearly so others can understand you.
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48%
Flexibility of closureSee a pattern (a figure, object, word, or sound) hidden in other distracting material.
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48%
Far visionSee details that are far away.
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46%
OriginalityCome up with unusual or clever ideas, or creative ways to solve a problem.
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43%
Selective attentionPay attention to something without being distracted.
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41%
Perceptual speedUse 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.
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82%
Planning and prioritising workDeciding on goals and putting together a detailed plan to get the work done.
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77%
Building good relationshipsBuilding good working relationships and keeping them over time.
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77%
Making sense of information and ideasLooking at, working with, and understanding data or information.
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76%
Communicating within a teamGiving information to co-workers by telephone, in writing, or in person.
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76%
Researching and investigatingLooking for, getting and understanding different kinds of information.
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75%
Keeping your knowledge up-to-dateKeeping up-to-date with technology and new ideas.
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74%
Collecting and organising informationCompiling, coding, categorizing, calculating, tabulating, auditing, or checking information or data.
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72%
Looking for changes over timeComparing objects, actions, or events. Looking for differences between them or changes over time.
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72%
Making decisions and solving problemsUsing information to work out the best solution and solve problems.
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72%
Communicating with the publicGiving information to the public, business or government by telephone, in writing, or in person.
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69%
Giving expert adviceProviding guidance and expert advice to management or other groups.
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67%
Explaining things to peopleHelping people to understand and use information.
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65%
Documenting or recording informationEntering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
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64%
Coming up with systems and processesDeciding on goals and figuring out what you need to do to achieve them.
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63%
Thinking creativelyUsing your own ideas for developing, designing, or creating something new.
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63%
Scheduling work and activitiesWorking out the timing of events, programs, and activities, as well as the work of others.
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58%
Influencing peopleConvincing people to buy something or to change their minds or actions.
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56%
Assessing and evaluating thingsWorking out the value, importance, or quality of things, services or people.
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55%
Working with computersUsing computers to program, write software, set up functions, enter data, or process information.
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48%
Estimating amounts, costs and resourcesWorking 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.
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95%
AnalyticalIdeas and thinking. Searching for facts and figuring out problems in your head.
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71%
EnterprisingStarting up and carrying out projects. Leading people and making many decisions. Sometimes require risk taking and often deal with business.
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57%
AdministrativeFollowing set procedures and routines. Working with numbers and details more than with ideas, usually following rules.
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24%
CreativeWorking with forms, designs and patterns. Often need self-expression and can be done without following rules.
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19%
HelpingWorking with people. Helping or providing service to others.
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19%
PracticalPractical, hands-on work. Often with plants and animals, or materials like wood, tools, and machinery.
Values
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67%
AchievementResults oriented. Workers are able to use their strongest abilities, giving them a feeling of accomplishment.
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62%
SupportSupportive management that stands behind employees. Workers are treated fairly by their company, they are supported by management, and have supervisors who train them well.
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62%
Working conditionsJob security and good working conditions. There is usually a steady flow of interesting work, and the pay and conditions are generally good.
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57%
IndependenceWork 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.
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52%
RecognitionAdvancement 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.
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48%
RelationshipsServe 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
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98%
Electronic mailUse electronic mail.
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97%
TelephoneTalk on the telephone.
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92%
Spend time sittingSpend time sitting at work.
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89%
Freedom to make decisionsHave freedom to make decision on your own.
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88%
Indoors, heat controlledWork indoors with access to heating or cooling.
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87%
Face-to-face discussionsTalk with people face-to-face.
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87%
Unstructured workHave freedom to decide on tasks, priorities, and goals.
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81%
Contact with peopleHave contact with people by telephone, face-to-face, or any other way.
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80%
Being exact or accurateBe very exact or highly accurate.
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79%
TeamworkWork with people in a group or team.
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78%
Time pressureWork to strict deadlines.
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72%
Letters and memosWrite letters and memos.
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71%
Impact of decisionsMake decisions that have a large impact on other people.
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70%
CompetitionCompete with others, or be aware of competitive pressures.
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67%
Frequent decision makingFrequently make decisions that impact other people.
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66%
Lead or coordinate a teamLead others to do work activities.
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64%
Contact with the publicWork with customers or the public.
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64%
Responsible for outcomesTake responsibility for the results of other people's work.
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63%
Repeating same tasksRepeat the same tasks or activities (e.g., key entry) over and over, without stopping.
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58%
Making repetitive motionsSpend 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.
Links and downloads
Research and reports
The Skills Priority List provides a current labour market rating and a future demand rating for nearly 800 occupations nationally. Current labour market ratings are available for occupations at a state and territory level.
Downloads
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Occupation profiles data are available for download.
The Employment Projections are available for download.