What does a marketing research analyst do?
A marketing research analyst supports business growth and development by ensuring existing products and services meet consumer demands. They also forecast what new products and services may be required and what future interests consumers may have. They commission or collate information sourced internally and externally to identify trends and preferences and write reports to guide business decisions. Marketing research analysts also recommend advertising and promotion campaigns and coordinate materials to boost brand awareness. They collaborate with employees in other teams such as sales to ensure the business is meeting its objectives.
Marketing research analyst skills and qualifications
Data analysis is an important skill required by marketing research analysts as well as strong marketing skills. Exceptional written and verbal communication skills are required to be able to convey complex information accurately. Strong candidates often demonstrate project management, problem-solving and organisational skills, which can be essential for success in this role. An ability to work independently and collaboratively as well as in a fast-paced environment are also valuable competencies that set top candidates apart. Other skills that may be required for the job may include:
- analytics platforms and visualisation proficiency using digital tools
- report writing skills
- strong understanding of research methodologies
- knowledge of programming languages such as Python.
Marketing research analyst experience requirements
A minimum of three years of experience in marketing is highly desirable to ensure the candidate has a strong understanding of market dynamics. Any additional experience required may depend on the level of the role and the size of the team. For example, experience in analytics may be preferred to ensure the successful candidate can quickly turn numbers into insights, especially if these skills are absent from your current team. However, experience in campaign execution that drives results may be considered more advantageous if you predominantly require marketing skills.
Marketing research analyst education and training requirements
Candidates may hold a formal qualification in marketing or a related field, but it is not a requirement to be successful in this role. Demonstrated proficiency and knowledge of data analysis tools and customer behaviour may be more highly preferred. Consider hiring on a skills-first approach to find candidates with relevant abilities, such as strong verbal and written communication skills.
Job description examples for similar positions
If a marketing research analyst is not the role that your business requires, consider these job descriptions for related positions:
- Marketing Assistant
- Product Marketing Manager
- Digital Marketing Manager
- Marketing Specialist
Marketing research analyst job description FAQs
What makes a good marketing research analyst job description?
Being specific about the skills that you require in the job description can ensure appropriate candidates apply for your role. For example, if you require a specific technical skill, such as the use of a certain coding program, highlight that this capability is essential in the skills and experience section.
Who does a marketing research analyst report to?
Marketing research analysts most commonly report to the Marketing Manager, Marketing Director or other marketing team leader. If your organisation does not have a dedicated marketing department, the marketing research analyst may report to a leader in a similar department such as sales, communications or business development.
Do marketing research analysts need to code?
Coding can be a relevant skill for marketing research analysts so that they can understand and interpret the data they collect. However, it is not an essential skill, and you may prefer a candidate who has technical abilities in other software programs. Likewise, you may prefer to prioritise soft skills such as written and verbal communication over software proficiency, which can be learned on the job.
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