Market Research Analyst

In Canada, the federal government groups and organizes occupations based on a National Occupational Classification (NOC) system. This alis occupation may not reflect the entire NOC group it is part of. Data for the NOC group can apply across multiple occupations.

The NOC system is updated every 5 years to reflect changes in the labour market. Government forms and labour market data may group and refer to an occupation differently, depending on the system used. Here is how this occupation has been classified over time:

• 2006 NOC: Business Development Officers and Marketing Researchers and Consultants (4163) 
• 2006 NOC-S: Business Development Officers and Marketing Researchers and Consultants (E033) 
• 2011 NOC: Business development officers and marketing researchers and consultants (4163) 
• 2016 NOC: Business development officers and marketing researchers and consultants (4163) 

Working individually or as part of a team of marketing professionals, market research analysts:

• research the market potential of a product or service
• identify factors that may enhance acceptance of a product or service
• determine the nature and size of market segments
• help companies determine their position in the marketplace
• help develop and evaluate marketing and communications programs
• measure customer and employee satisfaction
• track market trends.

Depending on the nature of the employing organization, this may involve activities such as:

• creating or modifying research tools such as telephone or online surveys
• keeping track of industry statistics and monitoring trends in trade literature
• collecting and analyzing information about competitors and market shares
• conducting or commissioning primary research such as telephone surveys, focus groups or written surveys
• researching secondary (published) sources or purchasing syndicated or proprietary research from outside suppliers
• analyzing and presenting research findings
• modelling and analyzing customer response information contained in customer transaction databases
• forecasting the size of future markets.

Market research analysts work primarily in office environments. They may need to work long hours to meet project deadlines or adjust their schedules to meet with people who are not available during regular business hours. They may need to travel to meet with clients or supervise surveys.

Market research analysts need:

• an interest in analyzing and interpreting statistical data
• critical thinking skills
• communication and presentation skills
• the ability to work with many different types of people

They should enjoy co-ordinating information, planning and administering projects, developing policies and programs, and consulting with others.

Market research analysts work for:

• manufacturing, processing and other large corporations
• market research suppliers
• management consulting firms
• advertising agencies
• business associations
• government departments.

Advancement opportunities vary depending on the analyst’s qualifications, skills and work ethic. The size and nature of the organization are also factors. Those who are the most effective at selling their ideas are most likely to advance.

Market research analysts are part of the larger 2011 National Occupational Classification 4163: Business development officers and marketing researchers and consultants. In Alberta, 78% of people employed in this classification work in the following industries:

• Professional, Scientific and Technical Services [pdf]
• Mining and Oil and Gas Extraction [pdf]
• Public Administration [pdf]
• Finance, Insurance, Real Estate and Leasing [pdf]
• Manufacturing [pdf]
• Wholesale Trade [pdf]
• Information, Culture and Recreation [pdf]
• Transportation and Warehousing [pdf]

The employment outlook [pdf] in this occupation will be influenced by a wide variety of factors including:

• trends and events affecting overall employment (especially in the industries listed above)
• location in Alberta
• employment turnover (work opportunities generated by people leaving existing positions)
• occupational growth (work opportunities resulting from the creation of new positions)
• size of the occupation

In Alberta, the E033: Business Development Officers and Marketing Researchers and Consultants occupational group is expected to have an above-average annual growth of 1.8% from 2016 to 2020. In addition to job openings created by employment turnover, 79 new positions are forecasted to be created within this occupational group each year.

Employment turnover is expected to increase as members of the baby boom generation retire over the next few years.

Marketing Research and Intelligence Association (MRIA) website: mria-arim.ca

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