Market Research Analysts and Marketing Specialists

Research conditions in local, regional, national, or online markets. Gather information to determine potential sales of a product or service, or plan a marketing or advertising campaign. May gather information on competitors, prices, sales, and methods of marketing and distribution. May employ search marketing tactics, analyze web metrics, and develop recommendations to increase search engine ranking and visibility to target markets.

The occupation "Market Research Analysts and Marketing Specialists" carries an automation risk of 47.3%, closely aligned with its base risk of 48.1%. This moderate risk underscores that while a substantial portion of the work can be automated, significant elements still require human expertise. Tasks most susceptible to automation primarily involve processing and presenting data, such as preparing reports with graphical data representations and clear written explanations of complex findings. Additionally, automated tools can efficiently collect and analyze large datasets on customer demographics, preferences, purchase behaviors, and market trends. Automation is also advancing in conducting surveys and research, often integrating data from various professionals, which can be streamlined using sophisticated software and AI-driven analytics. However, not all responsibilities within this occupation are equally automatable. The most resistant tasks are those demanding higher levels of creative input, nuanced judgment, and interpersonal collaboration. For instance, developing and implementing new procedures to identify advertising needs requires a deep understanding of business contexts and innovative thinking—qualities that remain challenging for AI systems to replicate. Similarly, directing and managing trained survey interviewers involves complex human oversight and adaptability beyond the capabilities of automation. Attending staff conferences and providing insights on product promotion, distribution, design, and pricing also necessitate persuasive communication, organizational knowledge, and the ability to respond to dynamic discussions—skills that are inherently human and difficult to automate. The primary bottleneck in automating this field involves the skill of originality, scored at just 3.4%, which highlights its scarcity and importance. Originality is crucial in crafting novel strategies, interpreting ambiguous data, and providing innovative solutions that organizations need to remain competitive. While automation excels at repeated, data-driven tasks, the ideation and creative problem-solving components remain major barriers. Thus, while advancements in AI and automation tools will continue to streamline the technical and analytical aspects of market research, the occupation will continue to depend heavily on human originality and the capacity to navigate complex, evolving business environments.