HOW TO GET THERE
Typical pathway
A college diploma or university degree in marketing, business, economics, statistics, communications, or a related field is common, though requirements can vary by employer and job type. Some people enter the field with a different post-secondary background if they have strong research and analysis skills. Practical experience is helpful, including co-op, internships, class projects, or part-time work that involves data, customer feedback, or communication. Students can also build skills in spreadsheets, writing, and presenting ideas. Because some jobs focus more on research and others on marketing strategy, the exact pathway may depend on the role and the sector.
THE WORK
What you may do
People in this occupation collect and study information about markets, customers, and competitors. They may design surveys, review public data, and look for patterns in buying habits or public opinion. They help organizations decide how to promote products, services, or programs and may suggest changes based on what the research shows. Their work often includes writing reports, making charts or presentations, and explaining findings to managers or clients. Some also help with advertising plans, product ideas, branding, or social media campaigns. In many workplaces, they work closely with teams in sales, communications, finance, or government to support planning and decision-making.
A DAY IN THE LIFE
What a day can include
A typical day may start with checking survey results, sales numbers, website data, or other research findings. The person might spend part of the morning cleaning up data, comparing results, or looking for trends. Later, they may meet with a team to discuss a new product, a campaign, or a question a manager wants answered. The afternoon could include writing a summary, creating charts, or preparing a presentation. Some days focus on planning research, while others focus on explaining results in simple language. The work can be fast-paced when deadlines are close, especially if a report is needed for a meeting or launch decision.
SKILLS TO BUILD