Market research analysts and marketing specialists
SOC Code: 13-1161
Market research analysts and marketing specialists carries a 51% AI exposure score (High automation risk), with a median annual wage of $76,950 and +6.7% projected employment growth from 2024 to 2034 (BLS), affecting approximately 941,700 workers. Full task breakdown, skills, and employer data are below.
Proportion of tasks susceptible to AI automation (O*NET analysis)
AI Exposure vs Industry Growth
Total occupations tracked
832
Covering all SOC major groups
Data currency
2024
BLS Employment Projections
AI exposure avg
40%
Fleet-wide median across all roles
Composite score weighing O*NET task data completeness, BLS projection methodology, and cross-validation with employer risk grades.
Employment Projections
Occupation Insight
Market research analysts and marketing specialists (SOC 13-1161) carries an AI exposure score of 51%, placing it in the High automation-risk tier. This score is computed from O*NET Database 30.0 task-level analysis, where each task an occupation performs is evaluated against current generative AI, robotic process automation, and machine-learning capabilities. A score in the 40–70% range indicates meaningful automation pressure on specific task categories, but the role as a whole still requires human judgment for coordination, exception handling, or client interaction.
The economic context matters alongside the risk score. BLS counted approximately 941,700 workers in this occupation in 2024, and projects a +6.7% change through 2034 — modest growth that keeps the occupation viable even as tasks evolve. Median annual compensation stands at $76,950, reflecting both skill scarcity and the value employers place on the tasks that remain difficult to automate. Entry typically requires Bachelor's degree, plus None of related experience.
For career planners, this profile should be read alongside the task, skill, and knowledge breakdowns below and the list of employers whose workforce composition includes Market research analysts and marketing specialists. Adjacent occupations shown further down offer lateral moves that preserve industry knowledge while potentially reducing exposure. Pair the AI exposure score with the BLS employment projection and wage percentiles above for a complete career assessment.
Education & Entry Requirements
Top Tasks (O*NET)
- 1. Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
- 2. Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
- 3. Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
- 4. Collect and analyze Web metrics, such as visits, time on site, page views per visit, transaction volume and revenue, traffic mix, click-through rates, conversion rates, cost per acquisition, or cost per click.
- 5. Participate in the development or implementation of online marketing strategy.
- 6. Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
- 7. Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.
- 8. Measure and assess customer and employee satisfaction.
- 9. Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
- 10. Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
Key Skills Required
- Reading Comprehension
- Complex Problem Solving
- Active Listening
- Critical Thinking
- Active Learning
- Judgment and Decision Making
- Speaking
- Writing
- Monitoring
- Systems Analysis
Knowledge Areas
- Sales and Marketing
- Computers and Electronics
- English Language
- Communications and Media
- Mathematics
- Customer and Personal Service
- Administrative
- Psychology
- Administration and Management
- Education and Training
Frequently Asked Questions
Will AI replace Market research analysts and marketing specialists?
Market research analysts and marketing specialists has an AI exposure score of 51%, indicating a high level of automation risk. Some tasks in this role can be augmented or partially automated by AI, but core responsibilities require human judgment.
What is the job outlook for Market research analysts and marketing specialists?
According to BLS Employment Projections 2024-2034, Market research analysts and marketing specialists is projected to grow by 6.7% over the decade. Current employment stands at approximately 941,700 workers.
What skills are needed for Market research analysts and marketing specialists?
Key skills for Market research analysts and marketing specialists include Reading Comprehension, Complex Problem Solving, Active Listening, and others. Typical entry-level education is Bachelor's degree.
How much do Market research analysts and marketing specialists earn?
The median annual wage for Market research analysts and marketing specialists is $76,950, according to BLS Occupational Employment and Wage Statistics (May 2024). Actual earnings vary by location, experience, industry, and employer. The BLS publishes detailed wage percentiles by region in its Occupational Employment and Wage Statistics program.
What education is required for Market research analysts and marketing specialists?
The typical entry-level education for Market research analysts and marketing specialists is Bachelor's degree. Employers generally expect None of related work experience. On-the-job training typically involves None. Requirements can vary by employer and specialization.
Which companies employ Market research analysts and marketing specialists?
Market research analysts and marketing specialists roles exist across many industries and employers. Workforce composition is estimated from BLS industry-occupation employment distributions matched to SEC-registered public companies.
AI Exposure Rating
High automation risk based on 10 analyzed tasks. A moderate share of tasks may be augmented by AI tools.
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Data sources: Bureau of Labor Statistics Employment Projections 2024–2034 and O*NET Database 30.0. Employment figures are rounded. Wage data from BLS Occupational Employment Statistics (OES).