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 on their own or as part of a team of marketing professionals, market research analysts:

• Research the market perception and potential of a brand, product, or service
• Identify factors that may enhance acceptance of a brand, 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 organization they work for, they may:

• Create or modify research tools such as telephone or online surveys, interviews, or focus groups
• Keep track of industry statistics and trends in trade literature
• Collect and analyze information about competitors and market shares
• Prepare, code, conduct, or commission primary research such as online or telephone surveys, focus groups, or written surveys
• Explore secondary (published) research or buy syndicated or proprietary research (research done by outside suppliers, meaning they own the results)
• Analyze and present research findings
• Model and analyze information in customer transaction databases about customer responses
• Forecast the size and traits of future markets
• Liaise between external clients and internal operations such as data collection, coding, and data processing departments
• Use statistical software to capture and manipulate (shape) data
• Create reports and presentations
• Develop and maintain online reporting environments
• Respond to client requests
• Work with internal stakeholders and departments on evidence-based strategies for business growth
• Use external and internal market data to align a department’s revenue forecast with likely trends

Market research analysts work mostly in office settings. They may work long hours to meet project deadlines. They may adjust their schedules to meet with people who can’t meet during regular business hours. They may need to travel to meet with clients or supervise surveys.

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 proactive, curious problem solvers, and have a mix of analytical and creative skills are most likely to advance.

Industry Concentration

This section shows the industries where the majority of people in this occupation work. The data is based on the 2016 Census.

In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups.

In the 4163: Business development officers and marketing researchers and consultants occupational group, 79.7% of people work in:

• Professional, Scientific, and Technical Services
• Mining and Oil and Gas Extraction
• Finance, Insurance, Real Estate, and Leasing
• Public Administration
• Retail Trade
• Wholesale Trade
• Manufacturing
• Construction
• Transportation and Warehousing

Employment Outlook

Employment outlook is influenced by a wide variety of factors including:

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Employment Outlook

Employment outlook is influenced by a wide variety of factors. Learn how these factors can affect your career decisions.

• Time of year (for seasonal jobs)
• Location in Alberta
• Employment turnover (when people leave existing positions)
• Occupational growth (when new positions are created)
• Size of the occupation
• Trends and events that affect overall employment, especially in the industry or industries from the previous list

In Alberta, the 4163: Business development officers and marketing researchers and consultants occupational group is expected to have a below-average annual growth of 1.8% from 2019 to 2023. In addition to job openings created by employment turnover, 96 new positions are forecasted to be created within this occupational group each year.

Note
NOC groups often include several related occupations. Although there is labour market data for the larger NOC group, this occupation makes up only a part of that group. It means data for this occupation may be different than the data shown. For example, only some of the new positions to be created will be for this occupation. It also applies to other data for the NOC group such as number of people employed.

Source: 2019-2023 Alberta Regional Occupational Demand Outlook

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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