What They Do
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
AI Impact Overview
AI technologies are expected to automate many operational and repetitive tasks in market research, especially basic data gathering and analysis, while higher-order strategic, interpretive, and client-facing responsibilities will remain valuable for the foreseeable future.
Detailed Analysis
Artificial intelligence will continue to reshape how market research analysts and marketing specialists operate, particularly by automating standard survey design, data collection, trend identification, and reporting. However, roles that require high-level interpretation, relationship building with clients, and advanced strategic planning are much harder to automate, positioning experienced professionals to adapt and thrive if they focus on upskilling and embracing new technology.
Opportunity
"Continuous learning and embracing technology-driven change can help you stay ahead in this evolving field, turning risk into opportunity."
AI Risk Assessment
Risk level varies by experience level
Junior Level
Entry-level tasks such as basic data collection, cleaning, and preliminary reporting are highly susceptible to AI automation, potentially reducing openings for new and less experienced analysts.
Mid-level
Mid-level professionals who combine technical skill with more complex problem-solving and communication are moderately at risk. Those who embrace data tools and client interaction will see reduced risk.
Senior Level
Senior roles focused on strategy, client engagement, interpretation of complex data, and cross-functional leadership are least at risk. Experience with AI tools and managing change will be particularly valuable.
AI-Driven Job Forecasts
2 Years
Near-term Outlook
Job Outlook
Most tasks will be AI-assisted rather than replaced; routine analysis will be streamlined, freeing analysts for more creative or client-facing work.
Transition Strategy
Invest in AI literacy courses, attend industry conferences virtually, build a portfolio showcasing human-in-the-loop analysis.
5 Years
Medium-term Impact
Job Outlook
AI tools will perform a larger share of research and analytics, reducing the demand for operational roles and increasing the value of hybrid analyst-consultant skill sets.
Transition Strategy
Pursue certifications in advanced analytics and AI, develop expertise in regulatory compliance, network within industry AI-user groups.
7+ Years
Long-term Vision
Job Outlook
Most market research analysis will be integrated into automated platforms, but there will be continued demand for experts who can translate technical insights into actionable business strategy.
Transition Strategy
Transition to consulting, teaching, or leadership roles. Engage in lifelong learning and contribute to setting ethical standards and policy.
Industry Trends
AI Driven Automation of Data Collection
Frees up analyst time for higher-order analysis, but reduces manual data processing opportunities.
Democratization of Analytics
Non-technical users access more tools, shifting analyst roles to strategic consultative functions.
Ethical AI and Bias Mitigation
Increases demand for professionals with ethics and compliance knowledge.
Human AI Collaboration
Analysts increasingly serve as mediators between AI outputs and business strategy.
Increased Emphasis on Privacy and Compliance
Growing demand for analysts who understand data governance and legal frameworks.
Integrated Customer Experience Platforms
Expands roles for tech-savvy analysts and reduces siloed work.
Market Research Technology Ecosystem Expansion
Requires analysts to stay updated on emerging platforms and interoperability.
Personalization at Scale
Drive need for skills in consumer segmentation and dynamic marketing techniques.
Real time Data Analysis and Decision Making
Analysts must adapt to faster decision cycles and deliver insights with quicker turnaround.
Rise of Voice and Visual Search
Analysts must adapt measurement frameworks and insights gathering approaches.
AI-Resistant Skills
Negotiation Skills
Strategic Thinking Problem Solving
Alternative Career Paths
Data Scientist
Analyzes complex data to inform business decisions, often utilizing machine learning and statistical methods.
Relevance: Leverages analytic and quantitative skills used in market research; adapts easily with advanced upskilling.
Compliance Officer
Ensures that an organization adheres to regulatory requirements and internal policies.
Relevance: Growing need for professionals with regulatory, analytical, and risk skills in an AI-rich environment.
Management Consultant
Advises organizations on improving efficiency, including financial operations.
Relevance: Consulting relies on market insight, critical thinking, and client engagement skills.
Emerging AI Tools Tracker
Full AI Impact Report
Access the full AI impact report to get detailed insights and recommendations.
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