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The Burtch Works Study Salaries of Marketing Research Professionals November 2017 @BurtchWorks #BWstudy
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:
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:
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
– Predictive Analytics
– Data Science
Contingency & Retained Services Research Analyst up to Chief Research Officer [email protected]
Hiring Marketing Research Professionals?
Explore new roles or
post a job and find niche talent on
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• Marketing Research
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• Predictive Analytics
• Data Science
• Credit/Risk Analytics
• Fraud Analytics
• Web Analytics
• Digital Marketing/Analytics
…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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More coming soon: Tim Ressmeyer, executive coach
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