Top 20 Market Research Analyst Skills: Research & Data Analysis Abilities

Businesses today are shifting toward more data-driven decision-making, and they want market research analysts who can blend traditional research and emerging technologies. There is a demand for professionals who can collect and analyze data while extracting actionable insights, forecast trends, and use AI to improve research capabilities.

Skills in data visualization tools, AI driven analytics, and predictive modeling are crucial for staying competitive. 

In this blog, we’ll explore the top skills market research analysts will need to thrive in 2025. We’ll go through the specific abilities that are shaping demand in the industry and share insights into the career growth opportunities in this field.

Building effective market research analyst skills begins with understanding the foundations of data science. This is where upGrad’s online data science courses can help you. Along with improving your knowledge in Python, Machine Learning, AI, Tableau and SQL, you will gain hands-on experience to tackle real-world problems.

Top 20 Market Research Analyst Skills to Succeed in 2025

Today’s top market research professionals utilize tools like AI-powered analytics platforms to streamline data collection. This helps them enhance analysis and predict trends more accurately.

For instance, a market research analyst using IBM Watson Analytics can gain access to sophisticated data visualization and natural language processing tools. They can analyze large datasets quickly and uncover patterns that might be overlooked using traditional methods. AI-driven platforms can also automate repetitive tasks, allowing analysts to focus on interpreting complex data and providing actionable insights.

In 2025, market research professionals who can blend strong analytical thinking with advanced tools, like ML and predictive modeling, will stand out in a highly competitive market. Here are some top rated courses that can help you build the most relevant Market Research Analyst skills:

• Masters in Data Science Degree
• Professional Certificate Program in Business Analytics & Consulting
• Executive Post Graduate Certificate Programme in Data Science & AI

Now, let’s go over each of the key market research analyst skills in more detail:

1. Data Analytics

Data analytics is an essential skill for market research analysts to extract meaningful insights from large datasets. Proficiency in tools like Excel, SQL, and R is essential for manipulating and analyzing data effectively. 

According to a report from Forbes, companies that effectively use data analysis are 5 times more likely to make decisions faster than their competitors, emphasizing the crucial role of this skill.

Relevant Applications:

• Analyzing customer behavior and preferences to predict future trends.
• Identifying market opportunities and gaps based on data insights.
• Conducting competitor analysis to evaluate market positioning and threats.

Example: A market research analyst working at an e-commerce company uses SQL to extract data from the customer database. By analyzing customer purchasing behavior, they identify a growing trend in the demand for eco-friendly products. This insight helps the company adjust its inventory, plan marketing strategies targeting environmentally conscious customers, and forecast future demand for eco-friendly products.

If you’re wondering how to extract insights from simple datasets, the free Excel for Data Analysis Course is a perfect starting point. The certification is an add-on that will enhance your portfolio.

Also Read: Statistics & Data Analysis: A Beginner's Guide

2. Statistical Analysis

Statistical analysis is a vital skill for market research analysts, enabling them to interpret data and make predictions using tools like SPSS and SAS. With businesses relying on data to guide strategic decisions, analysts must apply methods like regression analysis, hypothesis testing, and A/B testing. According to the American Statistical Association, the demand for statistical expertise is at an all-time high, with many industries requiring analysts who can interpret complex data.

Relevant Applications:

• Conducting A/B testing to evaluate the performance of marketing campaigns or product features.
• Using regression analysis to understand relationships between variables, like price and demand.
• Testing hypotheses to validate business assumptions and market trends.

Example: A market research analyst at a digital marketing agency uses regression analysis to evaluate the impact of email subject lines on open rates. By testing different subject lines through A/B testing, the analyst determines which types of emails resonate most with the target audience. The findings are used to refine email campaigns, boosting open rates and customer engagement.

If you want to learn more about statistical analysis, upGrad’s free Basics of Inferential Statistics course can help you. You will learn probability, distributions, and sampling techniques to draw accurate conclusions from random data samples.

3. Survey Design & Analysis

Survey design and analysis are key skills for market research analysts to gather and interpret consumer opinions and feedback. Platforms like SurveyMonkey and Qualtrics are essential tools for designing effective surveys that produce reliable results. 

Relevant Applications:

• Designing surveys to gather customer satisfaction, product feedback, or market trends.
• Analyzing survey responses to identify key insights and areas for improvement.
• Conducting market research studies to understand customer preferences and needs.

Example: A market research analyst at a consumer goods company designs a survey using Qualtrics to gather feedback on a new product launch. The survey reveals that customers are highly satisfied with the product's eco-friendly packaging but want improvements in the product's scent. This feedback leads to changes in the product's formulation, ultimately driving greater customer satisfaction and sales.

4. Market Segmentation

Market segmentation is the process of dividing a broad consumer or business market into smaller groups based on characteristics like demographics, behaviors, or needs. Market research analysts use segmentation models to tailor marketing strategies and target specific customer groups more effectively. According to Nielsen, 68% of global consumers prefer to buy products from brands that are tailored to their personal preferences.

Relevant Applications:

• Segmenting the market based on demographics, psychographics, or purchase behavior.
• Identifying target audiences for specific product offerings or marketing campaigns.
• Customizing marketing strategies to resonate with specific consumer segments.

Example: A market research analyst at a clothing brand segments the customer base based on age, location, and purchasing habits. Through segmentation, the analyst identifies that millennial customers in urban areas are most interested in sustainable fashion. The company launches a targeted marketing campaign to appeal to this segment, resulting in a 20% increase in sales from the millennial demographic.

5. Data Visualization

Data visualization is essential for market research analysts to present complex data in a clear and visually appealing format. Tools like Tableau, Power BI, and Google Data Studio are widely used to transform raw data into meaningful charts, graphs, and dashboards. A report from Gartner highlights that organizations using data visualization are 28% more likely to make data-driven decisions.

Relevant Applications:

• Creating dashboards to monitor key performance indicators (KPIs) and market trends.
• Designing graphs and charts to visualize customer insights and survey results.
• Presenting complex datasets in a format that’s easy for non-analysts to understand.

Example: A market research analyst at a tech startup uses Tableau to create an interactive dashboard that visualizes real-time website traffic and customer engagement metrics. By presenting this data to the marketing team, the analyst helps them identify which marketing channels are driving the most traffic, allowing the company to optimize its online advertising strategy.

If you want to know how to visualize data with Tableau, upGrad’s free Tableau Certification course can help you. You will learn data analytics, transformation, and visualization using various chart types to generate actionable insights. 

Also Read: Top 10 Data Visualization Tips You Should Know In 2025

6. Consumer Behavior Analysis

Consumer behavior analysis is the study of how individuals make purchasing decisions and what factors influence their buying patterns. Tools like Google Analytics help analysts track online behavior, such as browsing habits and purchase histories. 

According to a report from McKinsey, understanding consumer behavior is critical for companies aiming to create personalized customer experiences and improve retention rates.

Relevant Applications:

• Analyzing web traffic to understand consumer interests and preferences.
• Identifying buying triggers and pain points to optimize product offerings and marketing strategies.
• Studying customer behavior patterns to predict future purchasing trends.

Example: A market research analyst at an online retailer uses Google Analytics to track how users interact with product pages. They discover that consumers who view customer reviews are 30% more likely to make a purchase. The company enhances its product pages by featuring more prominent customer reviews, leading to a boost in conversion rates.

Decoding what drives customer action can be easy with upGrad’s free Introduction to Consumer Behavior course. You will explore the psychology behind purchase decisions, discover proven behavior models, and learn how leading brands influence buying habits.

7. Competitor Analysis

Competitor analysis is a critical skill for market research analysts, allowing them to understand competitors' strategies and market positioning. Tools like SEMrush, SpyFu, and Crunchbase enable analysts to monitor competitors' online activities and business performance. 

According to a report from Harvard Business Review, companies that conduct regular competitive analysis are more likely to outperform their competitors.

Relevant Applications:

• Analyzing competitor pricing, marketing strategies, and product offerings.
• Identifying strengths, weaknesses, opportunities, and threats in the competitive landscape.
• Monitoring competitor growth and performance to inform business strategy.

Example: A market research analyst at a software company uses SEMrush to monitor competitors' keyword rankings and online ad performance. They find that a competitor is targeting an underserved niche in the market. The analyst recommends that the company develop a similar product tailored to this niche, leading to increased market share.

Also Read: Top Free Competitor Analysis Tools to Boost Your Strategy

8. Advanced Excel Skills

Advanced Excel skills are essential for market research analysts, allowing them to manipulate large datasets, create complex models, and generate detailed reports. Functions like pivot tables, vlookups, macros, and formulas are crucial for performing in-depth analysis. 

Relevant Applications:

• Analyzing large datasets using pivot tables and complex formulas.
• Automating repetitive tasks with macros and advanced functions.
• Creating detailed financial models and reports for decision-makers.

Example: A market research analyst at a financial firm uses advanced Excel skills to create a pivot table that tracks client portfolio performance. By applying macros, they automate the data entry process, saving hours of manual work and improving the accuracy of their reports, which are used by senior management to guide investment strategies.

Also Read: Top 15 Ways to Improve Excel Skills [Actionable Tips] 

9. Reporting & Presentation Tools

Effective communication is a key skill for market research analysts, and proficiency in reporting and presentation tools is essential for conveying insights to stakeholders. Tools like PowerPoint, Google Slides, and Canva are widely used to create visually engaging presentations that highlight key findings. 

Relevant Applications:

• Creating compelling presentations to share research findings with stakeholders.
• Designing reports that are visually appealing and easy to understand.
• Presenting data-driven recommendations to guide business decisions.

Example: A market research analyst at a consulting firm uses PowerPoint to create a presentation showcasing the results of a customer satisfaction survey. The presentation includes interactive charts and clear takeaways, which the client uses to implement changes in their product offerings, leading to improved customer satisfaction and retention.

Before presenting insights, you need to accurately assess patterns in data. This is where upGrad’s free Analyzing Patterns in Data and Storytelling course can help you. You will learn pattern analysis, insight creation, Pyramid Principle, logical flow, and data visualization. It’ll help you transform raw data into compelling narratives.

Also Read: How to Improve Communication Skills: Ultimate 2025 Guide

10. CRM & Database Management

CRM and database management skills are vital for market research analysts who need to collect, organize, and analyze customer data. Familiarity with CRM systems like Salesforce helps analysts manage customer relationships and extract valuable insights. 

According to a report by Salesforce, CRM data can increase sales by 29%, improve customer retention by 27%, and increase productivity by 34%.

Relevant Applications:

• Managing customer data and tracking interactions across various channels.
• Analyzing customer behavior and engagement using CRM platforms.
• Segmenting customers based on purchasing history, preferences, and demographics.

Example: A market research analyst at a retail chain uses Salesforce to track customer interactions and purchasing history. By analyzing CRM data, they identify a high-value customer segment that frequently purchases premium products. The analyst works with the marketing team to design a targeted loyalty program, resulting in a 15% increase in repeat purchases from this segment.

Are you interested in knowing how to structure, create, and manage databases using MySQL Workbench? upGrad’s free Introduction to Database Design with MySQL course covers ER models, normalization, SQL queries, and relational schema concepts.

Also Read: What is DBMS? Exploring Tools, Techniques & Applications

Now that we’ve covered the top technical market research analyst skills, let’s look at the key soft skills required for the market research analyst job role:

This table provides a clear view of each soft skill and its direct impact on everyday workflow in the market research analyst job role.

To make it as a successful market research analyst, you will need to sharpen your business communication skills. This is where upGrad’s free Mastering the Art of Effective Communication course can help you. You will earn to overcome modern communication barriers, build impactful verbal and non-verbal skills, and express ideas confidently in any setting.

Also Read: What is Strategic Management? Why is it important?

Now that you’re familiar with the relevant skills needed for the market research analyst job role, let’s look at how you can develop these key market research analyst skills.

How to Build Market Research Analyst Skills? A Practical Roadmap

Building strong market research analyst skills requires continuous learning, hands-on experience, and staying updated with the latest tools and methodologies. This involves not only understanding traditional research methods like surveys and focus groups but also gaining proficiency in advanced analytics, data visualization, and AI-driven tools.

To succeed, market research analysts must cultivate a mix of technical expertise, critical thinking, and strong communication skills. Here are some steps you can follow to develop these skills:

Step 1: Start with Online Courses and Certifications

To begin your journey as a market research analyst, it's essential to build a foundational understanding of the core concepts and tools used in the industry. Online courses and certifications can help you learn the basics of data analysis, statistics, and research methodologies. Platforms like upGrad offer courses tailored to market research analysts.

For instance, if you’re in the e-commerce industry, you can enroll in upGrad’s free Data Science in E-Commerce course. After completing the course, you gain a solid understanding of recommendation systems, price optimization, market mix modeling, and A/B testing to drive sales and enhance customer experience.

Step 2: Gain Hands-on Experience with Real Projects

While learning theoretical concepts is important, hands-on experience is where you truly hone yourmarket research analyst skills. Participating in real-world projects allows you to apply what you've learned and tackle the challenges market research analysts face daily. You can start by working on case studies, internships, or freelance projects, all of which will help you build a portfolio of work.

For example, consider a scenario where you're an intern at a marketing firm, assisting in a customer satisfaction survey project. You help design the survey, gather responses, and analyze the data. This real-world experience gives you insight into how market research influences business decisions, and it also helps you develop skills in survey design, data collection, and analysis that are critical for a market research analyst.

If you want to know how to work on real-world projects, upGrad’s free Case Study using Tableau, Python and SQL can be of help. Learn data extraction, visualization, and insights generation. It is perfect for analysts, data scientists, and business professionals!

Also Read: Understanding and Conducting a Market Research like Experts\

Step 3: Learn Data Analysis and Statistical Tools

Proficiency in data analysis tools like Excel, R, and SQL is a cornerstone of a market research analyst’s skillset. Learning statistical techniques such as regression analysis, hypothesis testing, and A/B testing will help you interpret complex datasets, uncover patterns, and generate actionable insights for businesses.

Suppose you’re working at a retail company and need to analyze the impact of a recent marketing campaign on sales. You use SQL to extract sales data, apply regression analysis in R to identify trends, and use Excel to visualize the findings. Your analysis uncovers that the campaign led to a 15% increase in sales among a specific demographic, providing valuable insights for the marketing team.

Also Read: Top Data Analytics Tools Every Data Scientist Should Know About

Step 4: Develop Strong Reporting and Presentation Skills

Presenting market research findings effectively means translating complex data into clear, actionable insights for stakeholders with varying technical backgrounds. As a market research analyst, you prepare a competitor analysis report for a client.

Using PowerPoint, you design a concise slide deck and embed Tableau visualizations to highlight trends and key takeaways. Each slide focuses on one main idea, using charts and infographics to make the data easy to grasp. Your clear, visually driven presentation helps the client quickly understand the competitive landscape and confidently shape their marketing strategy.

Learn to present data clearly and communicate your insights with impact, an essential skill for any Power BI developer. Start with upGrad's free Effective Business Communication course today and build your confidence in professional settings.

Stay Updated on Industry Trends and Tools

Staying current in market research means constantly learning and adapting to new trends, methodologies, and technologies. As a market research analyst at a tech company, you make it a habit to attend industry webinars and read leading market research blogs, keeping an eye on the latest advancements in AI and machine learning for data analysis.

After learning about new AI-powered market research tools such as Sembly AI and Brandwatch, you decide to experiment with them in your projects. Sembly AI helps you extract actionable insights from customer interactions and industry reports, while Brandwatch enables real-time social listening and sentiment analysis across multiple platforms. Incorporating these tools into your workflow allows you to deliver deeper, more precise insights and significantly speed up your research process. Your commitment to continuous learning and tool adoption ensures your analyses remain relevant and gives your company a competitive edge in a rapidly evolving market.

Follow this roadmap and continue to build your market research analyst skills. This will position you as a highly skilled and adaptable candidate for the market research analyst job role.

Also Read: Top 35 New Technology Trends in 2025

Once you've honed your market research analyst skills, here are some tips you can follow to achieve success in the market research analyst job role.

Tips to Succeed as a Market Research Analyst in 2025

To succeed as a market research analyst in 2025, you need to be proactive in keeping up with the latest frameworks, tools, and best practices used in the field. Don’t just rely on what you know. Make a habit of experimenting with new technologies, and use automation tools to streamline your workflow.

Here are some tips you can follow:

1. Embrace Advanced Data Analytics

As the volume of data increases, relying on traditional research methods alone will no longer be sufficient. To stay competitive, market research analysts must use advanced data analytics tools like AI, machine learning, and predictive modeling to gain deeper insights.

Example: Using AI-powered tools like Brandwatch or GWI Spark helps you quickly spot emerging trends, enabling your organization to act proactively. These platforms analyze vast consumer data in real time, delivering actionable insights that keep your business ahead of the competition.

2. Stay Agile and Adaptable

The market research field is constantly evolving, with new tools, techniques, and methodologies emerging frequently. As an analyst, staying flexible and willing to adopt new approaches will set you apart.

Example: By quickly adopting remote survey platforms or embracing new data collection tools, you can continue providing valuable insights, even as consumer behavior and research methodologies change.

3. Enhance Communication Skills

A key aspect of a market research analyst's role is the ability to communicate complex findings clearly and persuasively. Strong communication skills are essential for presenting data to non-technical stakeholders and ensuring your insights lead to informed business decisions.

Example: When presenting research on customer behavior trends, using data visualization tools like Tableau can help simplify your findings, making it easier for executives to understand and act upon.

4. Focus on Consumer Behavior

Understanding consumer behavior is crucial for a market research analyst, as it allows you to predict trends and provide businesses with the information they need to stay ahead of the competition.

Example: By analyzing social media trends or tracking changes in customer sentiment through sentiment analysis tools, you can provide actionable insights into shifts in consumer preferences, allowing brands to adapt and stay competitive.

5. Invest in Continuous Learning

The field of market research is constantly evolving, and so should your market research analyst skills. Investing in continuous learning through courses, certifications, and industry events ensures that you stay current with the latest research tools, trends, and best practices.

Example: Enrolling in courses on platforms like upGrad or attending industry conferences enables you to learn about the latest advancements in data analytics or AI tools, which can then be applied to your research work for more efficient results.

You can improve your knowledge of advanced AI technologies with upGrad’s Professional Certificate Program in Data Science and AI. Along with earning Triple Certification from Microsoft, NSDC, and an Industry Partner, you will build Real-World Projects on Snapdeal, Uber, Sportskeeda, and more.

Also Read: How To Do Market Research - [Ultimate Guide]

Now that you know how you can become a successful market research analyst, the next step is to keep upskilling yourself. Let’s explore how upGrad can help you advance in your career.

Become a Successful Market Research Analyst with upGrad!

Successful market research analysts continually refine their skills to stay competitive in an ever-evolving industry. With new tools, analytics techniques, and market trends emerging regularly, staying updated is essential to delivering valuable insights and making well-informed decisions.

UpGrad plays a vital role in supporting your career growth. It offers a comprehensive range of resources designed to enhance core skills, such as data analysis, consumer behavior, predictive analytics, and data visualization. These skills are key to excelling as a market research analyst.

However, many professionals in India face the challenge of choosing the right course and career path to follow in this fast-changing industry. If you’re unsure about which skills to develop or how to navigate your career trajectory, upGrad’s expert career counseling can provide personalized guidance. You can also visit a nearby upGrad center for hands-on training to enhance your skills. 

Take the next step with clarity, and explore new career opportunities with upGrad's support. 

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References:
https://www.usehatchapp.com/blog/how-to-use-a-crm
https://www.quirks.com/articles/ai-s-impact-on-market-research-what-to-expect-in-2025
https://researchworld.com/articles/the-future-of-market-research-how-ai-and-machine-learning-are-shaping-the-industry
https://www.nielsen.com/news-center/2023/nielsen-study-reveals-majority-of-consumers-actively-avoid-ads-across-podcasts-streaming-and-live-tv-platforms/
https://humansmart.com.mx/en/blogs/blog-what-role-can-data-visualization-play-in-optimizing-productivity-analysis-results-57625