Market Research Analysts and Marketing Specialists
Market Research Analysts and Marketing Specialists (SOC 13-1161) earn a median $78,760 a year ($37.87 an hour) in the United States, with 899,580 employed as of May 2025; the highest-paying state is Massachusetts.
What market research analysts and marketing specialists do
Market research analysts and marketing specialists study markets and customers to help a company decide what to sell, to whom, and how to promote it. Analysts gather information on who customers are and what they want and buy, drawing on surveys, opinion polls, and questionnaires, or on existing data. They research consumer opinions and marketing strategies, sometimes in collaboration with other staff, and measure customer and employee satisfaction. The results go into reports that present findings with graphs and plain explanations of complex statistical results. They may also gather information on competitors, prices, and distribution methods, and apply search marketing tactics and web analytics. The occupation differs from marketing managers, who direct the marketing program and use the research, and from survey researchers and statisticians, who focus on the data collection and mathematical methods. Titles include marketing analyst, market researcher, and marketing specialist. They also forecast and track marketing and sales trends and measure how effective marketing, advertising, and communications programs are.
Typical entry: O*NET respondents most often report a bachelor's degree as the typical level of education for this occupation.
Also called: Advertising Analyst, Business Development Analyst, Business Development Associate, Business Development Representative, Business Development Specialist.
National wage percentiles, May 2025
| Area | Basis | Percentile wage | Mean | Employment | ||||
|---|---|---|---|---|---|---|---|---|
| 10th | 25th | Median | 75th | 90th | ||||
| United States | Hourly | $20.86 | $28.05 | $37.87 | $52.07 | $74.75 | $43.03 | 899,580 |
| Annual | $43,390 | $58,350 | $78,760 | $108,310 | $155,480 | $89,490 | ||
Employment per 1,000 jobs and the location quotient are area measures; they appear in the state and metro tables below. To see what a wage in this range leaves after tax, use FastCalc's take-home pay calculator.
Where market research analysts and marketing specialists earn and work most
Five highest-paying states
| Area | Basis | Percentile wage | Mean | Employment | Jobs per 1,000 | Location quotient | ||||
|---|---|---|---|---|---|---|---|---|---|---|
| 10th | 25th | Median | 75th | 90th | ||||||
| Massachusetts | Hourly | $27.93 | $37.12 | $48.95 | $64.16 | $80.28 | $52.21 | 39,710 | 10.92 | 1.89 |
| Annual | $58,090 | $77,220 | $101,810 | $133,460 | $166,970 | $108,600 | ||||
| Delaware | Hourly | $24.75 | $37.52 | $48.69 | $65.33 | $79.73 | $50.93 | 3,570 | 7.37 | 1.27 |
| Annual | $51,480 | $78,040 | $101,270 | $135,880 | $165,840 | $105,940 | ||||
| New York | Hourly | $26.96 | $34.90 | $47.39 | $62.23 | $79.77 | $49.65 | 80,500 | 8.31 | 1.44 |
| Annual | $56,070 | $72,600 | $98,580 | $129,430 | $165,920 | $103,270 | ||||
| District of Columbia | Hourly | $28.53 | $36.05 | $47.16 | $63.61 | $84.73 | $51.09 | 6,340 | 9.03 | 1.56 |
| Annual | $59,340 | $74,990 | $98,090 | $132,300 | $176,240 | $106,270 | ||||
| Washington | Hourly | $25.00 | $32.50 | $45.73 | $67.10 | $83.68 | $51.91 | 24,460 | 6.89 | 1.19 |
| Annual | $52,000 | $67,590 | $95,120 | $139,560 | $174,040 | $107,970 | ||||
Five states with the most jobs
| Area | Basis | Percentile wage | Mean | Employment | Jobs per 1,000 | Location quotient | ||||
|---|---|---|---|---|---|---|---|---|---|---|
| 10th | 25th | Median | 75th | 90th | ||||||
| California | Hourly | $23.29 | $31.39 | $45.53 | $64.72 | $87.31 | $51.98 | 119,070 | 6.54 | 1.13 |
| Annual | $48,440 | $65,290 | $94,700 | $134,630 | $181,600 | $108,120 | ||||
| New York | Hourly | $26.96 | $34.90 | $47.39 | $62.23 | $79.77 | $49.65 | 80,500 | 8.31 | 1.44 |
| Annual | $56,070 | $72,600 | $98,580 | $129,430 | $165,920 | $103,270 | ||||
| Texas | Hourly | $18.10 | $25.03 | $34.87 | $47.27 | $65.24 | $38.35 | 63,350 | 4.50 | 0.78 |
| Annual | $37,640 | $52,060 | $72,520 | $98,320 | $135,710 | $79,770 | ||||
| Florida | Hourly | $18.67 | $25.31 | $36.27 | $47.89 | $62.78 | $38.95 | 60,770 | 6.12 | 1.06 |
| Annual | $38,830 | $52,650 | $75,450 | $99,600 | $130,570 | $81,010 | ||||
| Illinois | Hourly | $22.58 | $28.95 | $38.04 | $50.39 | $66.88 | $42.28 | 40,560 | 6.65 | 1.15 |
| Annual | $46,970 | $60,210 | $79,120 | $104,800 | $139,110 | $87,940 | ||||
Five highest-paying metropolitan areas
| Area | Basis | Percentile wage | Mean | Employment | Jobs per 1,000 | Location quotient | ||||
|---|---|---|---|---|---|---|---|---|---|---|
| 10th | 25th | Median | 75th | 90th | ||||||
| San Jose-Sunnyvale-Santa Clara, CA | Hourly | $32.05 | $46.88 | $68.25 | $102.08 | $121.03 | $74.10 | 12,710 | 11.20 | 1.94 |
| Annual | $66,660 | $97,510 | $141,960 | $212,330 | $251,750 | $154,130 | ||||
| San Francisco-Oakland-Fremont, CA | Hourly | $29.17 | $39.67 | $59.25 | $82.00 | $101.51 | $62.87 | 24,120 | 10.16 | 1.76 |
| Annual | $60,680 | $82,510 | $123,250 | $170,560 | $211,140 | $130,760 | ||||
| Boston-Cambridge-Newton, MA-NH | Hourly | $28.71 | $37.53 | $49.23 | $64.49 | $80.50 | $52.81 | 32,310 | 11.95 | 2.07 |
| Annual | $59,730 | $78,060 | $102,390 | $134,140 | $167,440 | $109,840 | ||||
| Seattle-Tacoma-Bellevue, WA | Hourly | $28.39 | $36.03 | $49.12 | $77.46 | $88.77 | $55.79 | 18,030 | 8.64 | 1.49 |
| Annual | $59,050 | $74,930 | $102,170 | $161,120 | $184,640 | $116,050 | ||||
| New York-Newark-Jersey City, NY-NJ | Hourly | $29.04 | $36.78 | $48.33 | $62.84 | $80.23 | $51.11 | 79,290 | 8.35 | 1.44 |
| Annual | $60,400 | $76,510 | $100,520 | $130,700 | $166,880 | $106,310 | ||||
Five metropolitan areas with the most jobs
| Area | Basis | Percentile wage | Mean | Employment | Jobs per 1,000 | Location quotient | ||||
|---|---|---|---|---|---|---|---|---|---|---|
| 10th | 25th | Median | 75th | 90th | ||||||
| New York-Newark-Jersey City, NY-NJ | Hourly | $29.04 | $36.78 | $48.33 | $62.84 | $80.23 | $51.11 | 79,290 | 8.35 | 1.44 |
| Annual | $60,400 | $76,510 | $100,520 | $130,700 | $166,880 | $106,310 | ||||
| Los Angeles-Long Beach-Anaheim, CA | Hourly | $23.42 | $30.80 | $39.90 | $58.15 | $75.66 | $46.12 | 39,390 | 6.28 | 1.09 |
| Annual | $48,720 | $64,060 | $82,990 | $120,960 | $157,370 | $95,930 | ||||
| Boston-Cambridge-Newton, MA-NH | Hourly | $28.71 | $37.53 | $49.23 | $64.49 | $80.50 | $52.81 | 32,310 | 11.95 | 2.07 |
| Annual | $59,730 | $78,060 | $102,390 | $134,140 | $167,440 | $109,840 | ||||
| Chicago-Naperville-Elgin, IL-IN | Hourly | $23.99 | $29.89 | $38.65 | $50.82 | $67.43 | $43.43 | 30,970 | 6.86 | 1.19 |
| Annual | $49,910 | $62,160 | $80,400 | $105,710 | $140,260 | $90,330 | ||||
| San Francisco-Oakland-Fremont, CA | Hourly | $29.17 | $39.67 | $59.25 | $82.00 | $101.51 | $62.87 | 24,120 | 10.16 | 1.76 |
| Annual | $60,680 | $82,510 | $123,250 | $170,560 | $211,140 | $130,760 | ||||
Top industries employing market research analysts and marketing specialists
Management, Scientific, and Technical Consulting Services employ 11.6% of market research analysts and marketing specialists nationally (104,250 jobs) at a median $77,820 a year ($37.41 an hour), followed by Management of Companies and Enterprises (8.3%) and Computer Systems Design and Related Services (5.1%).
| Industry | Employment | Share of occupation | Median annual | Median hourly |
|---|---|---|---|---|
| Management, Scientific, and Technical Consulting Services NAICS 541600 | 104,250 | 11.6% | $77,820 | $37.41 |
| Management of Companies and Enterprises NAICS 551100 | 74,470 | 8.3% | $99,850 | $48.01 |
| Computer Systems Design and Related Services NAICS 541500 | 46,310 | 5.1% | $101,030 | $48.57 |
| Advertising, Public Relations, and Related Services NAICS 541800 | 41,070 | 4.6% | $76,660 | $36.85 |
| Software Publishers NAICS 513200 | 23,490 | 2.6% | $128,200 | $61.64 |
Share is the industry's employment over the occupation's national employment (899,580). Industries whose employment BLS withheld are not ranked.
Published medians, May 2021 to May 2025
BLS published a median annual wage of $63,920 for market research analysts and marketing specialists in May 2021 and $78,760 in May 2025, with employment of 727,540 and 899,580.
| Release | Median annual | Median hourly | Employment |
|---|---|---|---|
| May 2021 | $63,920 | $30.73 | 727,540 |
| May 2022 | $68,230 | $32.80 | 798,620 |
| May 2023 | $74,680 | $35.90 | 846,370 |
| May 2024 | $76,950 | $37.00 | 861,140 |
| May 2025 | $78,760 | $37.87 | 899,580 |
BLS does not design OEWS as a time series: each release pools three years of samples, and occupational classifications, area definitions and estimation methods change between releases, so a difference between two releases is not a measure of change over time. The figures are shown as published, side by side, and nothing is computed from them. See how often OEWS is updated.
Every state, by median wage
51 states and DC publish a row for this occupation. A linked state has its own page with the within-state metro table and comparison; the others appear here only.
| Rank | State | Median hourly | Median annual | 10th pct (annual) | 90th pct (annual) | Employment | Jobs per 1,000 | Location quotient |
|---|---|---|---|---|---|---|---|---|
| 1 | Massachusetts profile | $48.95 | $101,810 | $58,090 | $166,970 | 39,710 | 10.92 | 1.89 |
| 2 | Delaware profile | $48.69 | $101,270 | $51,480 | $165,840 | 3,570 | 7.37 | 1.27 |
| 3 | New York profile | $47.39 | $98,580 | $56,070 | $165,920 | 80,500 | 8.31 | 1.44 |
| 4 | District of Columbia profile | $47.16 | $98,090 | $59,340 | $176,240 | 6,340 | 9.03 | 1.56 |
| 5 | Washington profile | $45.73 | $95,120 | $52,000 | $174,040 | 24,460 | 6.89 | 1.19 |
| 6 | California profile | $45.53 | $94,700 | $48,440 | $181,600 | 119,070 | 6.54 | 1.13 |
| 7 | Colorado profile | $44.74 | $93,050 | $48,900 | $165,190 | 27,880 | 9.70 | 1.68 |
| 8 | New Jersey profile | $42.40 | $88,190 | $49,900 | $145,010 | 22,990 | 5.37 | 0.93 |
| 9 | Minnesota profile | $42.07 | $87,510 | $50,400 | $143,180 | 21,280 | 7.22 | 1.25 |
| 10 | Rhode Island profile | $41.46 | $86,240 | $49,020 | $129,540 | 3,210 | 6.40 | 1.11 |
| 11 | Oregon profile | $38.05 | $79,150 | $48,060 | $151,800 | 11,310 | 5.75 | 0.99 |
| 12 | Illinois profile | $38.04 | $79,120 | $46,970 | $139,110 | 40,560 | 6.65 | 1.15 |
| 13 | North Carolina profile | $37.70 | $78,410 | $43,780 | $155,670 | 30,700 | 6.21 | 1.07 |
| 14 | Connecticut profile | $37.38 | $77,740 | $46,280 | $138,980 | 9,930 | 5.86 | 1.01 |
| 15 | Virginia profile | $37.01 | $76,980 | $40,100 | $153,300 | 25,610 | 6.23 | 1.08 |
| 16 | Maryland profile | $36.72 | $76,370 | $41,600 | $145,600 | 13,570 | 4.91 | 0.85 |
| 17 | Georgia profile | $36.47 | $75,850 | $37,700 | $148,910 | 27,810 | 5.69 | 0.98 |
| 18 | Florida profile | $36.27 | $75,450 | $38,830 | $130,570 | 60,770 | 6.12 | 1.06 |
| 19 | Vermont profile | $36.00 | $74,880 | $50,700 | $110,230 | 860 | 2.84 | 0.49 |
| 20 | Ohio profile | $35.00 | $72,790 | $39,860 | $129,270 | 27,370 | 4.93 | 0.85 |
| 21 | Texas profile | $34.87 | $72,520 | $37,640 | $135,710 | 63,350 | 4.50 | 0.78 |
| 22 | Maine profile | $34.61 | $71,980 | $43,310 | $127,200 | 2,390 | 3.72 | 0.64 |
| 23 | Arizona profile | $34.59 | $71,940 | $41,110 | $136,430 | 15,850 | 4.89 | 0.85 |
| 24 | Nevada profile | $34.54 | $71,840 | $37,020 | $123,130 | 5,780 | 3.73 | 0.64 |
| 25 | Kansas profile | $33.86 | $70,430 | $38,540 | $128,650 | 8,090 | 5.63 | 0.97 |
| 26 | Missouri profile | $33.72 | $70,140 | $37,970 | $129,140 | 14,890 | 5.07 | 0.88 |
| 27 | Tennessee profile | $33.55 | $69,790 | $39,480 | $134,740 | 13,040 | 3.98 | 0.69 |
| 28 | South Carolina profile | $33.38 | $69,440 | $39,950 | $153,090 | 11,920 | 5.17 | 0.89 |
| 29 | Pennsylvania profile | $33.06 | $68,760 | $34,160 | $128,810 | 31,040 | 5.12 | 0.88 |
| 30 | Montana profile | $32.73 | $68,080 | $40,450 | $105,320 | 1,460 | 2.86 | 0.49 |
| 31 | Michigan profile | $32.11 | $66,780 | $40,930 | $127,190 | 24,220 | 5.50 | 0.95 |
| 32 | Alaska profile | $32.07 | $66,710 | $44,320 | $99,990 | 570 | 1.77 | 0.31 |
| 33 | Iowa profile | $31.92 | $66,390 | $40,160 | $122,120 | 8,880 | 5.69 | 0.98 |
| 34 | Arkansas profile | $31.46 | $65,430 | $34,560 | $136,310 | 6,250 | 4.79 | 0.83 |
| 35 | Wisconsin profile | $31.15 | $64,800 | $42,640 | $117,910 | 15,600 | 5.30 | 0.92 |
| 36 | New Hampshire profile | $31.04 | $64,570 | $46,660 | $136,640 | 4,200 | 6.15 | 1.06 |
| 37 | Indiana profile | $30.63 | $63,700 | $39,740 | $117,640 | 14,400 | 4.50 | 0.78 |
| 38 | South Dakota profile | $30.53 | $63,490 | $47,000 | $124,380 | 1,530 | 3.34 | 0.58 |
| 39 | Utah profile | $30.11 | $62,630 | $38,380 | $120,410 | 14,510 | 8.36 | 1.44 |
| 40 | New Mexico profile | $29.79 | $61,950 | $41,600 | $98,060 | 1,610 | 1.85 | 0.32 |
| 41 | Oklahoma profile | $29.78 | $61,940 | $33,890 | $114,010 | 6,620 | 3.87 | 0.67 |
| 42 | North Dakota profile | $29.61 | $61,580 | $39,480 | $102,950 | 1,550 | 3.61 | 0.62 |
| 43 | Kentucky profile | $29.56 | $61,480 | $37,970 | $103,300 | 6,290 | 3.14 | 0.54 |
| 44 | Wyoming profile | $29.32 | $60,990 | $34,360 | $112,150 | 850 | 3.02 | 0.52 |
| 45 | Idaho profile | $29.31 | $60,970 | $36,800 | $127,660 | 3,780 | 4.41 | 0.76 |
| 46 | Nebraska profile | $28.84 | $60,000 | $37,080 | $99,990 | 3,780 | 3.69 | 0.64 |
| 47 | Louisiana profile | $28.70 | $59,690 | $32,130 | $111,550 | 5,360 | 2.77 | 0.48 |
| 48 | Alabama profile | $28.62 | $59,530 | $36,100 | $114,010 | 8,390 | 3.97 | 0.69 |
| 49 | Hawaii profile | $28.55 | $59,390 | $29,120 | $104,610 | 1,610 | 2.56 | 0.44 |
| 50 | Mississippi profile | $27.23 | $56,640 | $30,780 | $95,240 | 2,620 | 2.25 | 0.39 |
| 51 | West Virginia profile | $25.17 | $52,340 | $34,160 | $93,430 | 1,650 | 2.35 | 0.41 |
Part of Business and Financial Operations Occupations. Compare any area in the wage explorer.
Source and notes
Data: BLS OEWS May 2025, released 2026-05-15. Cross-industry estimates, all ownerships. BLS page: OEWS 13-1161 Market Research Analysts and Marketing Specialists.
- Annual wages assume 2,080 hours a year at the hourly rate; occupations BLS publishes on one basis only show an en dash (–) on the other.
- Employment is rounded to the nearest 10 by BLS. Where BLS withholds a cell, nothing is estimated in its place.
- Top industries: nat4d_M2025_dl.xlsx in oesm25in4.zip (BLS OEWS May 2025, national, 4-digit NAICS, cross-ownership). Employment is the industry's rounded total for this occupation; industries whose employment BLS withheld (**) are not ranked.
- Published medians: national_M2021_dl.xlsx to national_M2024_dl.xlsx in oesm21nat.zip to oesm24nat.zip (BLS OEWS May 2021 to May 2024, national, cross-industry, all ownerships) and the May 2025 spine. Each release is shown as published; nothing is computed between them.
Sources
- BLS Standard Occupational Classification 2018, definition of 13-1161, U.S. Bureau of Labor Statistics (public domain).
- O*NET 30.1 Database, 13-1161.00, National Center for O*NET Development, USDOL/ETA (CC BY 4.0).
- OEWS May 2025 national industry-specific estimates, 4-digit NAICS (oesm25in4.zip), US Bureau of Labor Statistics (public domain).
- OEWS May 2021 national estimates (oesm21nat.zip), US Bureau of Labor Statistics (public domain).
- OEWS May 2022 national estimates (oesm22nat.zip), US Bureau of Labor Statistics (public domain).
- OEWS May 2023 national estimates (oesm23nat.zip), US Bureau of Labor Statistics (public domain).
- OEWS May 2024 national estimates (oesm24nat.zip), US Bureau of Labor Statistics (public domain).
- OEWS May 2025 national estimates (oesm25nat.zip), the site's data spine, US Bureau of Labor Statistics (public domain).
Includes information from O*NET 30.1 Database by the U.S. Department of Labor, Employment and Training Administration, used under the CC BY 4.0 license.
Description written 2026-10-17 in our own words from the sources above.