The overall job of a senior marketing research analyst is to work with market-related data to determine the potential of a service or product. This means that they must collect data on existing and potential markets, changes in relevant industries, and market conditions. Then they will organize, analyze and report on that data.
They will usually work on projects associated with product launches and new product development. They may conduct promotional and advertising research studies, which involves working with focus groups. Additionally, as a senior analyst, they are considered first-line management and are required to provide team or technical supervision. They will be responsible for project management, and the organization will depend on their expertise and experience.
That experience should include a bachelor's degree in something like statistics, psychology, microeconomics, or urban planning, as well as four to six years of experience in the field. The analyst must have a wide degree of creativity to judge data and make effective plans to accomplish goals. They must have excellent communication skills, be polite and respectful, and know how to adapt presentations for their audience. They must be able to work well independently and without supervision and be able to adapt to changing priorities. They should be able to understand complex materials and be able to communicate technical information in a way that is understandable to non-technical people. They should have knowledge of GIS mapping tools, statistical software, and Microsoft Office Suite. Their day to day workspace is a typical office environment with little distraction or noise.
Senior Research Analyst, Marketing Tasks
- Conduct research market conditions in specific areas, and analyze customer preferences to determine potential sales of a product or service.
- Gather data on competitors and past sales to analyze prices and methods of marketing and distribution.
- Assist in the development of marketing plans.
- Track and analyze marketing and sales trends, forecasts and prepare reports in order to measure the effectiveness of programs.