The Burtch Works Study

Salaries of Marketing Research Professionals

November 2017

@BurtchWorks #BWstudy

Today’s Speakers

Karla Ahern Executive Recruiter • 7+ years’ experience in

research before recruiting

• Began career on-site at Quaker as project manager for IRI

• Created customer research initiatives for Knowledge Networks (GfK)

• Led digital media effectiveness programs for Dimestore Media

Contact:

kahern@burtchworks.com

847.440.8564

Today’s Speakers

Kit Nordmark Executive Recruiter • 10+ years’ experience in

research before recruiting

• Focused on qualitative research

• Research director at TRU, a boutique insights firm specializing in youth demographic

• Led custom research, most recently at Kantar Futures

Contact:

knordmark@burtchworks.com

847.440.8565

5th Annual Study

Compensation & demographic data

775 marketing research professionals

Base salaries, plus bonuses

Client vs. supplier side

Job category

Industry & region

Education & gender

Today

Identifying marketing research professionals

Demographic profile

Salary changes and trends

Other noteworthy findings

Key trends and implications

Live Q&A

Identifying Marketing Research Professionals

SECONDARY/

SYNDICATED

Marketing Research Professionals are…

QUANT

QUAL

PRIMARY

CUSTOM

Marketing Research

Professionals are…

Consumer Insights Shopper Insights Category Management Media or Audience Research Competitive/Market Intelligence

Predictive Analytics Professionals

Data Scientists Web Analytics

Marketing or Brand Managers

Marketing Research

Professionals are not…

Demographic Profile

Years of Experience of Marketing Researchers

0%

5%

10%

15%

20%

25%

0-5 6-10 11-15 16-20 21-25 26-30 31-35 36+

Years of Experience

Data © 2017 Burtch Works LLC

Ma

rke

tin

g R

ese

arc

h P

rofe

ssio

na

ls

Marketing Research Education Profile

Ph.D.

4%

Bachelor's

39%

Master's

26%

MBA

31%

Data © 2017 Burtch Works LLC

Gender Distribution of Marketing Research pros

Male

46% Female

54%

Data © 2017 Burtch Works LLC

Profiles matched to job categories

Supplier Side Client Side

© 2017 Burtch Works LLC

Profiles matched to job categories

Supplier Side Level 1: 0-4 years exp. Research Analyst, Research/Project, Manager, Project Director

Level 2: 5-9 years Sr. Research Manager, Sr. Project Director, Account Manager, Executive

Level 3: 10+ years Sr. Director, Associate VP, Vice President, Group Director

© 2017 Burtch Works LLC

Profiles matched to job categories

Client Side Level 1: 0-4 years exp. Analyst, Sr. Analyst

Level 2: 5-8 years Associate Manager, Manager, Consultant

Level 3: 9-14 years Sr. Manager, Sr. Consultant

Level 4: 15-24 years Associate Director, Director

Level 5: 25+ years Sr. Director, Vice President

© 2017 Burtch Works LLC

Compensation of Marketing Research Professionals

$60.000

$80.000

$125.000

$70.000

$102.500

$130.000

$155.000

$195.000

$0 $50.000 $100.000 $150.000 $200.000 $250.000

Supplier vs. Client side salaries in 2017

Client Side

Data © 2017 Burtch Works LLC

Supplier Side

Supplier Side

$0 $40.000 $80.000 $120.000 $160.000 $200.000

Level

1

Level

2

Level

3

2017

2016

+4%

+2%

+5%

$125k

$80k

$60k

Data © 2017 Burtch Works LLC

Supplier salaries increased slightly

5-Year Salary Trend: Supplier Side

Level 2013 2014 2015 2016 2017

Level 1 $52,000 +15% +0% -5% +5%

Level 2 $70,000 +3% +8% +1% +2%

Level 3 $105,000 +10% +9% -4% +4%

Data © 2017 Burtch Works LLC

Client side salary changes vary by level Client Side

$0 $40.000 $80.000 $120.000 $160.000 $200.000

Level 1

Level 2

Level 3

Level 4

Level 52017 2016

-1%

+6%

0%

$155k

$130k

$195k

Data © 2017 Burtch Works LLC

$102.5

$70k

-2%

+3%

5-Year Salary Trend: Client Side

Level 2013 2014 2015 2016 2017

Level 1 $74,000 +8% -13% 0% 0%

Level 2 $100,000 +5% -5% 0% +3%

Level 3 $125,000 0% +4% +2% -2%

Level 4 $145,000 +3% 0% -3% +6%

Level 5 $185,000 +7% -2% +2% -1%

Data © 2017 Burtch Works LLC

Bonus eligibility increases with job level

Data © 2017 Burtch Works LLC

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

S1 S2 S3 C1 C2 C3 C4 C5

Additional Findings

Bachelor’s Master’s M.B.A.

$80k $82k $86k Supplier Side, 5- years’ experience

Data © 2017 Burtch Works LLC

Advanced degrees tend to command higher pay

Advertising/mktg firms pay more vs. traditional suppliers

$121,000

Traditional Market Research Supplier

$131,000 Advertising/Marketing Service Firm

Supplier Side, + years’ experience

Data © 2017 Burtch Works LLC

Advertising/mktg firms pay more vs. traditional suppliers

$121,000

Traditional Market Research Supplier

+$10,000 Advertising/Marketing Service Firm

Supplier Side, + years’ experience

Data © 2017 Burtch Works LLC

CPG tends to offer highest corporate research salaries

Data © 2017 Burtch Works LLC

+$4,000 Technology/Telecom

+$8,000 Retail

+$11,750 Consumer Packaged Goods

$97,000 Other Corporations

(Pharma, Financial Services, Travel, Industrial, etc.)

Client Side, 5- years’ experience

$137K

West Coast

Middle U.S.

Northeast

Coastal Marketing Research Pros earn higher salaries

Client Side 9-14 years’ experience

$129K

$132K

Data © 2017 Burtch Works LLC

Data © 2017 Burtch Works LLC

19% of researchers

changed jobs in 2016

The job market is

active

Data © 2017 Burtch Works LLC

3.0 years

average tenure of a

research & insights

professional

The job market is

active

Recap/Demographics of Marketing Research Pros

39% Bachelor’s, 26% Master’s, 31% MBA

42% have 10 or less years’ experience

54% are female 19% changed jobs in 2016

Data © 2017 Burtch Works LLC

Recap/Compensation of Marketing Research Pros

Base salaries shifted only by single digits

Supplier salaries increased, client side varied by level

Highest salaries paid on the coasts

Salaries vary significantly by industry

Master’s/MBA’s earn higher salaries

Data © 2017 Burtch Works LLC

Additional data is available in our full report

burtchworks.com/study 30+ pages Demographics Compensation Year-Over-Year Trends Qualitative Insights Quartiles/Means

Major trends & implications

Research & insights salaries have remained mostly steady

Movement towards lean teams influences the hiring process

Researchers with broad experience bring value

Industry shifts continue to impact marketing research

About Burtch Works

Leading resource for

marketing research and

analytics

Download our salary reports

burtchworks.com/study

30+ pages of data for:

– Marketing Research

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Contingency & Retained Services Research Analyst up to Chief Research Officer info@burtchworks.com

Hiring Marketing Research Professionals?

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• Marketing Research

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…a a y r

Download the full report: www.burtchworks.com/study

Visit burtchworks.com/blog for more insights:

• Industry trends

• Career advice for research & insights professionals

• Shifts in the hiring market

• Excerpts from our salary reports

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