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

    You usually need a bachelor degree in marketing, business and management, management and commerce, psychology or a related field to work as a Market Research Analyst. Training may also be available through VET (Vocational Education and Training).

    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

    More about Advertising and Marketing Professionals

    All Advertising and Marketing Professionals

    • $1,737 Weekly Pay
    • Strong Future Growth
    • Lower unemployment Unemployment

    Market Research Analysts

    • 3,100 workers Employment Size
    • Very high skill Skill level rating
    • 71% Full-Time Full-Time Share
    • 42 hours Average full-time
    • 33 years Average age
    • 59% female Gender Share

    The number of people working as Market Research Analysts (in their main job) fell over 5 years:
    from 3,200 in 2011 to 3,100 in 2016.

    • Size: This is a very small occupation.
    • Location: Many Market Research Analysts work in New South Wales and Victoria.
    • Industries: Most work in Professional, Scientific and Technical Services; Financial and Insurance Services; and Information Media and Telecommunications.
    • Full-time: Many work full-time (71%, higher than the average of 66%).
    • Hours: Full-time workers spend around 42 hours per week at work (compared to the average of 44 hours).
    • Age: The average age is 33 years (compared to the average of 40 years).
    • Gender: 59% of workers are female (compared to the average of 48%).

    Employment Outlook

    Number of Workers

    No data is available for the selected graph for this Occupation.

    Weekly Earnings

    Weekly Earnings (Before Tax)

    No data is available for the selected graph for this Occupation.

    Main Industries

    Main Employing Industries (% Share)

    Source: Based on ABS Census 2016, Customised Report. Industries are based on the Australian and New Zealand Standard Industrial Classification (ANZSIC 06).
    Main Employing IndustriesIndustry (% share)
    Professional, Scientific and Technical Services57.0
    Financial and Insurance Services8.4
    Information Media and Telecommunications5.2
    Retail Trade4.2
    Other Industries25.2

    States and Territories

    • NSW

    • VIC

    • QLD

    • SA

    • TAS

    • NT

    • ACT

    Employment by State and Territory (% Share)

    Source: Based on ABS Census 2016, Customised Report. Share of workers across Australian States and Territories, in this job compared to the all jobs average.
    StateMarket Research AnalystsAll Jobs Average
    NSW47.031.6
    VIC34.625.6
    QLD9.020.0
    SA2.97.0
    WA4.710.8
    TAS0.52.0
    NT0.21.0
    ACT1.11.9

    Age Profile

    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 BracketMarket Research AnalystsAll Jobs AverageAll Jobs Average
    15-191.2-5.05.0
    20-2413.9-9.39.3
    25-3441.4-22.922.9
    35-4422.2-22.022.0
    45-5412.9-21.621.6
    55-593.5-9.09.0
    60-642.2-6.06.0
    65 and Over2.7-4.24.2

    Education Level

    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 QualificationMarket Research AnalystsAll Jobs AverageAll Jobs Average
    Post Graduate/Graduate Diploma or Graduate Certificate27.0-10.110.1
    Bachelor degree51.3-21.821.8
    Advanced Diploma/Diploma5.3-11.611.6
    Certificate III/IV2.6-21.121.1
    Year 1211.4-18.118.1
    Year 111.0-4.84.8
    Year 10 and below1.2-12.512.5

    You usually need a bachelor degree in marketing, business and management, management and commerce, psychology or a related field to work as a Market Research Analyst. Training may also be available through VET (Vocational Education and Training).

    Thinking about study or training?

    Before starting a course, check it will provide you with the skills and qualifications you need.

    • Search and compare thousands of higher education courses, and their entry requirements from different institutions across Australia at Course Seeker website.
    • Compare undergraduate and postgraduate student experiences and outcomes on the QILT website.
    • Compare Vocational Education and Training (VET) courses, providers and student outcomes on the My Skills website.
    • You might be interested in Retail Services VET training pathways on the AAPathways website.

    Or check out related courses on Job Outlook.

    Useful links and resources


    The course listings on this page are provided by Good Education Group.

    Employers look for Advertising and Marketing Professionals who have strong interpersonal skills and are highly organised.

    Filter Skills & Knowledge

    Knowledge

    These are important topics, subjects or knowledge areas.

    1. English language

      70% Skill level

      English language including the meaning and spelling of words, rules of composition, and grammar.

    2. Sales and marketing

      70% Skill level

      Showing, promoting, and selling including marketing strategy, product demonstration, sales techniques, and sales control systems.

    3. Customer and personal service

      70% Skill level

      Understanding customer needs, providing good quality service, and measuring customer satisfaction.

    4. Computers and electronics

      64% Skill level

      Circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.

    5. Clerical

      64% Skill level

      Word processing, managing files and records, stenography and transcription, designing forms, and other office work.

    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.

    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.

    Filter Work Environment

    Demands

    The physical and social demands workers face most often are shown below.

    1. Electronic mail

      98% Important

      Use electronic mail.

    2. Telephone

      97% Important

      Talk on the telephone.

    3. Spend time sitting

      92% Important

      Spend time sitting at work.

    4. Freedom to make decisions

      89% Important

      Have freedom to make decision on your own.

    5. Indoors, heat controlled

      88% Important

      Work indoors with access to heating or cooling.

    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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