Market Research Analysts and Marketing Specialists
Business and Financial Operations Occupations- O*NET-SOC code
- 13-1161.00
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.
- Data source: BLSPublished: 2026-08
Very high· relative
LowFour relative bandsVery highGroup-level value
Scale, basis and source
Four relative bands (Low / Moderate / High / Very high)
831 detailed occupations in the BLS Employment Projections table. Assigned per National Employment Matrix (NEM) code, so occupations sharing a NEM code carry the same band
- Data source: AnthropicPublished: 2026-03
0.648
0.000Range of values carried here0.745Group-level value
Scale, basis and source
Observed exposure index, 0–1 as published
Mapped onto O*NET tasks
Published per SOC 2018 occupation; every O*NET occupation with the same SOC 2018 code carries this value
- Data source: ILOPublished: 2025
0.55
0.09Range of values carried here0.70Group-level value
Scale, basis and source
Generative AI exposure index, 0–1 as published
Published per ISCO-08 unit group. Linked to this occupation, wholly or in part, by applying U.S. Bureau of Labor Statistics crosswalks (ISCO-08 to 2010 SOC, 2010 SOC to 2018 SOC) as published
What kind of figure this source publishes
The BLS category is a relative rank, not an absolute level, and it is not a first-hand measurement: it groups an occupation's percentile ranks across several published studies into four bands. It is not an employment or wage forecast, not a probability of adoption, and it does not separate automation from augmentation.
Task-level exposure
Exposed tasks only13 rated tasks · 13 tasks with β ≥ 0.5 (100.0%)
β = direct exposure (E1) + 0.5 × exposure when tools are available (E2), per the source repository's definition.
- Source unit: O*NET 27.2 tasks → O*NET 31.0 occupation code
- All rated tasks are in the O*NET 31.0 task list.
- Source
- OpenAI "GPTs are GPTs" exposure rubric
- Release
- gh-main-0471612
- License
- MIT License, Copyright (c) 2024 OpenAI
| Task (O*NET 20.1) | Claude.aiRaw / share % | APIRaw / share % |
|---|---|---|
Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.13-1161.00 | 0.052823.9 | 0.098914.9 |
Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.13-1161.00 | 0.049222.3 | 0.159424.1 |
Seek and provide information to help companies determine their position in the marketplace.13-1161.00 | 0.046821.2 | 0.300045.3 |
Prepare reports of findings, illustrating data graphically and translating complex findings into written text.13-1161.00 | 0.030313.7 | 0.01942.9 |
Measure the effectiveness of marketing, advertising, and communications programs and strategies.13-1161.00 | 0.025611.6 | 0.05959.0 |
Forecast and track marketing and sales trends, analyzing collected data.13-1161.00 | 0.00783.5 | 0.01031.6 |
Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.13-1161.00 | 0.00612.8 | 0.01281.9 |
Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.13-1161.00 | 0.00221.0 | 0.00200.3 |
| Not observed on any surface — 5 task(s) — These tasks have no row in the source for this release. The 0 in the share row is a display-stage composition ratio; absence is what the — in the raw row states. | ||
Measure and assess customer and employee satisfaction. | —0 | —0 |
Attend staff conferences to provide management with information and proposals concerning the promotion, distribution, design, and pricing of company products or services. | —0 | —0 |
Monitor industry statistics and follow trends in trade literature. | —0 | —0 |
Develop and implement procedures for identifying advertising needs. | —0 | —0 |
Direct trained survey interviewers. | —0 | —0 |
Values in this tab are predicted labels, not observations. Eloundou et al. (2023) published two rating regimes — human raters and GPT-4 — and the β shown here is derived from the GPT-4 rater basis alone; the same task can take a different value under the other regime. The unit and the meaning differ from the observed shares (%) in the other tabs, so do not place them on the same axis.
| Task (O*NET 27.2) | βE1 + 0.5 × E2 |
|---|---|
Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.O*NET Task ID 5433 | 0.5 |
Prepare reports of findings, illustrating data graphically and translating complex findings into written text.O*NET Task ID 5434 | 0.5 |
Measure and assess customer and employee satisfaction.O*NET Task ID 5435 | 0.5 |
Forecast and track marketing and sales trends, analyzing collected data.O*NET Task ID 5436 | 0.5 |
Seek and provide information to help companies determine their position in the marketplace.O*NET Task ID 5437 | 0.5 |
Measure the effectiveness of marketing, advertising, and communications programs and strategies.O*NET Task ID 5438 | 0.5 |
Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.O*NET Task ID 5439 | 0.5 |
Attend staff conferences to provide management with information and proposals concerning the promotion, distribution, design, and pricing of company products or services.O*NET Task ID 5440 | 0.5 |
Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.O*NET Task ID 5441 | 0.5 |
Monitor industry statistics and follow trends in trade literature.O*NET Task ID 5442 | 0.5 |
Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.O*NET Task ID 5443 | 0.5 |
Develop and implement procedures for identifying advertising needs.O*NET Task ID 5444 | 0.5 |
Direct trained survey interviewers.O*NET Task ID 5445 | 0.5 |
β = E1 + 0.5 × E2 · E1 = tasks where direct LLM access alone cuts time by at least 50%, E2 = tasks where software built on top of an LLM cuts time by at least 50%. Values take only 0 / 0.5 / 1.0.
Data sources & licenses — O*NET®, Anthropic Economic Index, Eloundou et al. (2023): see full notices on the Credits page
All O*NET 31.0 task statements (13)
All O*NET 31.0 task statements for this occupation (English, as published; task type core or supplemental). Exposure values are not listed here; they are in the table above, next to each task statement as worded in the O*NET version each source used.
| Task (O*NET 31.0) | Type |
|---|---|
| Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand. | Core |
| Prepare reports of findings, illustrating data graphically and translating complex findings into written text. | Core |
| Measure and assess customer and employee satisfaction. | Core |
| Forecast and track marketing and sales trends, analyzing collected data. | Core |
| Seek and provide information to help companies determine their position in the marketplace. | Core |
| Measure the effectiveness of marketing, advertising, and communications programs and strategies. | Core |
| Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals. | Core |
| Gather data on competitors and analyze their prices, sales, and method of marketing and distribution. | Core |
| Monitor industry statistics and follow trends in trade literature. | Core |
| Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data. | Core |
| Direct trained survey interviewers. | Core |
| Attend staff conferences to provide management with information and proposals concerning the promotion, distribution, design, and pricing of company products or services. | Supplemental |
| Develop and implement procedures for identifying advertising needs. | Supplemental |
0.00/ 3· Robot exposure index
Scale, basis and source
Each physical task is graded 0–3 by the setting in which robots that have been deployed, sold or demonstrated could do it (0 none · 1 purpose-built robot settings such as a fenced machine cell or a bottling line · 2 structured facilities such as a hospital pharmacy or a container port · 3 unstructured settings such as a private home or a construction site), and the grades are averaged by share of working time
Physical tasks among this occupation's O*NET 29.3 tasks
Anthropic estimated the grades and time shares with Claude Opus 5 using web search, as of 2026.
The robot exposure index is a different measure from the AI exposure figures on this site and cannot be added to or compared with them. It does not measure actual adoption or cost, and 0 also covers occupations with no physical tasks.
Tier of each physical task
None of this occupation's O*NET 29.3 tasks is classified as a physical task.
Occupation information
Employment outlook (BLS)
Values for the whole SOC 13-1161 group (Market research analysts and marketing specialists), not for this O*NET occupation alone.
- Employment, 2025
- 953K
- Projected employment, 2035
- 1.0M
- Change (2025–35)
- +7%
- Median annual wage, 2025
- $78,760
- Typical education needed for entry
- Bachelor's degree
Korea classification links (KSCO)
Links from the current release of the Korea Occupation Direct Crosswalk v1.1, made by AI Changing Work. Relation values are read from the O*NET-SOC occupation side.
| KSCO code | KSCO title | Relation | Status |
|---|---|---|---|
| 28312 | 마케팅 전문가 | This occupation is broader | confirmed |
| 28340 | 조사 전문가 | This occupation is broader | confirmed |
| 31121 | 영업 관리 사무원 | Overlapping, not the same | confirmed |
| 13901 | 시장 및 여론 조사 관리자 | Related, not a match | confirmed |
| 31129 | 그 외 영업 및 마케팅 사무원 | Related, not a match | reviewed |
| 36204 | 모니터 요원 | Related, not a match | confirmed |
Relation and status definitions(kr-direct v1.1)
ILO occupational description
AI Changing Work links the ISCO-08 unit groups below to this occupation by applying the U.S. Bureau of Labor Statistics crosswalks (2018 SOC to 2010 SOC, 2010 SOC to ISCO-08) as published, without case-by-case selection; each link may be whole or partial.
- ISCO-08 2431Advertising and Marketing Professionals
The definition, tasks and examples below are the ILO's description of that unit group, not of this occupation.
Advertising and marketing professionals develop and coordinate advertising strategies and campaigns, determine the market for new goods and services, and identify and develop market opportunities for new and existing goods and services.
Tasks
- (a) planning, developing and organizing advertising policies and campaigns to support sales objectives;
- (b) advising managers and clients on strategies and campaigns to reach target markets, creating consumer awareness and effectively promoting the attributes of goods and services;
- (c) writing advertising copy and media scripts, and arranging television and film production and media placement;
- (d) collecting and analysing data regarding consumer patterns and preferences;
- (e) interpreting and predicting current and future consumer trends;
- (f) researching potential demand and market characteristics for new goods and services;
- (g) supporting business growth and development through the preparation and execution of marketing objectives, policies and programmes;
- (h) commissioning and undertaking market research to identify market opportunities for new and existing goods and services;
- (i) advising on all elements of marketing such as product mix, pricing, advertising and sales promotion, selling and distribution channels.
Example occupations
Advertising specialist · Marketing specialist · Market research analyst
Sources: ILO ISCO-08 — details: Credits
ESCO occupational vocabulary
Each entry below is matched to this occupation in the published ESCO-O*NET Crosswalk (version 1, 2022). The match types are that crosswalk's; the wording is AI Changing Work's.
- market research analystESCO 2431.11This occupation is broader
Market research analysts collect the information gathered in the market research and study it to draw conclusions. They define the potential customers of a product, the target group and the way they can be reached. Market research analysts analyse the position of products in the market from different perspectives such as features, prices and competitors. They analyse cross selling and interdependencies between different products and their placement. Market research analysts prepare information helpful for the development of marketing strategies.
- market research interviewerESCO 4227.1This occupation is broader
Market research interviewers strive to collect information on the perceptions, opinions, and preferences of customers in relation to commercial products or services. They use interview techniques to draw as much information as possible by contacting people via telephone calls, by approaching them face-to-face or by by virtual means. They pass this information to experts for drawing analysis.
- marketeerESCO 2431.10This occupation is broader
Marketing consultants advise companies in the development of marketing strategies for specific purposes. They can advise and develop strategies for the entry of a brand in the market, for the re-launch of a product, for the introduction of a new product, or for the positioning of a commercial image. They perform previous studies of the position of the company and perception of customers in order to define the marketing approach.
- pricing specialistESCO 2431.14This occupation is broader
Pricing specialists analyse production prices, market trends and competitors in order to establish the right price, taking brand and marketing concepts into consideration.
- search engine optimisation expertESCO 2513.2This occupation is broader
Search engine optimisation experts increase the ranking of a company's web pages with regard to target queries in a search engine. They create and launch SEO campaigns and identify areas of improvement. Search engine optimisation experts may conduct pay per click (PPC) campaigns.
- tourism policy directorESCO 1213.2.3This occupation is broader
Tourism policy directors develop and implement policies to improve tourism to their region. They develop marketing plans to promote the region in foreign regions, and monitor the operation of the tourism industry. They conduct research to investigate how tourism policies could be improved and implemented and investigate the benefits of the tourism industry to the government.
- advertising specialistESCO 2431.3Overlapping, not the same
Advertising specialists provide advice to companies and organisations about the development of their advertising strategies and on advertising-related topics covering a more general strategic approach. They combine knowledge of marketing, budgets, and psychology with a creative mind to develop advertising campaigns. They propose alternatives to clients that promote their organisations, products, or projects.
- marketing assistantESCO 2431.10.3Overlapping, not the same
Marketing assistants support all the efforts and operations carried out by marketing managers and officers. They prepare reports in relation to the marketing operations needed by other departments, especially account and financial divisions. They ensure that resources needed by the managers to perform their job are in place.
- network marketerESCO 2431.13Overlapping, not the same
Network marketers apply various marketing strategies, including network marketing strategies to sell products and convince new people to also join in and start selling these products. They use personal relations to attract customers and sell various types of products.
Source: European Commission, DG EMPL — ESCO API 2026-08-08 (bridge v1.2.1)
License: CC BY 4.0 (EU Reuse Notice)
ESCO reuse terms and the modification notice are in Credits.
France classification links (ROME)
AI Changing Work's links between this occupation and ROME 4.0 job profiles, judged with AI models. Relations are read from this occupation's side. Links marked “provisional” were adopted on the judgments of two judges from the same model family (Claude) alone, or by an operator rule applied to their judgments, so they rest on weaker evidence than confirmed links.
| ROME code | ROME title (French) | Relation |
|---|---|---|
| E1127 | Brand content manager | This occupation is broader |
| E1402 | Média planneur / Média planneuse | This occupation is broader |
| G1102 | Chargé / Chargée de promotion touristique | This occupation is broader |
| M1702 | Planneur / Planneuse stratégique | This occupation is broader |
| E1403 | Consultant / Consultante média | This occupation is broaderprovisional |
| M1430 | Chargé / Chargée d'études commerciales | This occupation is broaderprovisional |
| M1620 | Assistant / Assistante marketing | Overlapping, not the sameprovisional |
| M1705 | Responsable marketing | Overlapping, not the sameprovisional |
| G1104 | Consultant / Consultante tourisme | Related, not a match |
| G1302 | Yield manager | Related, not a match |
| M1407 | Responsable de la veille scientifique et technique en industrie pharmaceutique | Related, not a match |
| M1719 | Chargé / Chargée des relations avec les influenceurs | Related, not a match |
| M1420 | Responsable en intelligence économique | Related, not a matchprovisional |
| M1434 | Développeur / Développeuse d'audience | Related, not a matchprovisional |
| M1718 | Chargé / Chargée de marketing digital | Related, not a matchprovisional |
Source: France Travail — Répertoire Opérationnel des Métiers et des Emplois (ROME 4.0), version 61, last updated 15 June 2026 (https://www.data.gouv.fr/datasets/repertoire-operationnel-des-metiers-et-des-emplois-rome). Licence Ouverte 2.0.
ROME codes and titles are reproduced unchanged; the links to O*NET-SOC occupations are AI Changing Work's own judgment and are not a France Travail correspondence.
(AI Changing Work link release: fr-direct v1)
Spain classification links (CNO-11)
AI Changing Work's links between this occupation and CNO-11 occupations, judged with AI models. Relations are read from this occupation's side.
| CNO-11 code | CNO-11 title (Spanish) | Relation |
|---|---|---|
| 2651 | Profesionales de la publicidad y la comercialización | This occupation is narrowerprovisional |
| 2630 | Técnicos de empresas y actividades turísticas | Related, not a matchprovisional |
Source: Instituto Nacional de Estadística (INE), National Classification of Occupations 2011 (CNO-11, Royal Decree 1591/2010) — www.ine.es · Licensed CC BY 4.0. CNO-11 codes and Spanish titles are reproduced unchanged; the links to O*NET occupations are AI Changing Work's own judgment and are not an INE correspondence.
(AI Changing Work link release: es-direct v1)
Germany classification links (KldB)
AI Changing Work's links between this occupation and KldB occupations, judged with AI models. Relations are read from this occupation's side.
| KldB code | KldB title (German) | Relation |
|---|---|---|
| 91344 | Berufe in der Markt- und Meinungsforschung - hoch komplexe Tätigkeiten | This occupation is broader |
| 92113 | Berufe in Werbung und Marketing - komplexe Spezialistentätigkeiten | Overlapping, not the same |
| 92114 | Berufe in Werbung und Marketing - hoch komplexe Tätigkeiten | Overlapping, not the same |
| 62514 | Berufe im Buchhandel - hoch komplexe Tätigkeiten | Related, not a matchprovisional |
| 91343 | Berufe in der Markt- und Meinungsforschung - komplexe Spezialistentätigkeiten | Related, not a matchprovisional |
| 92112 | Berufe in Werbung und Marketing - fachlich ausgerichtete Tätigkeiten | Related, not a matchprovisional |
Source: © Statistik der Bundesagentur für Arbeit — Klassifikation der Berufe 2010 – überarbeitete Fassung 2020, https://statistik.arbeitsagentur.de. KldB codes and titles are reproduced unchanged; the links to O*NET occupations are AI Changing Work's own mapping (eigene Zuordnung) and are not a Bundesagentur für Arbeit correspondence.
(AI Changing Work link release: de-direct v1)
Japan classification links (JSCO)
AI Changing Work's links between this occupation and JSCO occupations, judged with AI models. Relations are read from this occupation's side.
| JSCO code | JSCO title (Japanese) | Relation |
|---|---|---|
| 253 | 企画事務員 | This occupation is narrower |
Source: Ministry of Internal Affairs and Communications (MIC), Japan Standard Occupational Classification (Dec. 2009, MIC Notification No. 555). JSCO codes and Japanese titles are reproduced unchanged; the links to O*NET occupations are AI Changing Work's own judgment and are not a MIC correspondence.
(AI Changing Work link release: jp-direct v1)
Recent Changes Related to This Occupation
Summaries and relation labels are AI Changing Work's own; check any figures against the linked source.
Related Gupta & Kumar (arXiv, Mar 2026) give Market Research Analysts an Agentic Task Exposure (ATE) score of 0.43 by 2027 in the San Francisco Bay Area (Tier 1), rising to 0.47 by 2030. That crosses the moderate-risk threshold (0.35) in 2027, when Tier 2 metros (Seattle, Austin, Boston) have no crossings yet.
[Source: arXiv 2604.00186 (Gupta & Kumar, 2026)]
Sources, licenses and AI Changing Work's modification and translation notices for this page: Credits & sources