Pay, demand and where to work, from BLS data with the year on every table.
low → high: location quotient
Click a state. States: Alabama · Alaska · Arizona · Arkansas · California · Colorado · Connecticut · Delaware · District of Columbia · Florida · Georgia · Hawaii · Idaho · Illinois · Indiana · Iowa · Kansas · Kentucky · Louisiana · Maine · Maryland · Massachusetts · Michigan · Minnesota · Mississippi · Missouri · Montana · Nebraska · Nevada · New Hampshire · New Jersey · New Mexico · New York · North Carolina · North Dakota · Ohio · Oklahoma · Oregon · Pennsylvania · Rhode Island · South Carolina · South Dakota · Tennessee · Texas · Utah · Vermont · Virginia · Washington · West Virginia · Wisconsin · Wyoming.
By AtiveSite · Published 07/11/2026 · Updated 07/11/2026 · Every figure is linked to its source below.
Market research analysts and marketing specialists (SOC 13-1161) employed 899,580 people in May 2025. The median pay is $78,760 a year ($37.87 an hour); the lowest-paid 10% earn under $43,390 and the highest-paid 10% more than $155,480. BLS projects its employment to change by +7.0% between 2025 and 2035 (about 82,000 openings a year including replacements). The typical way in: Bachelor's degree.
Highest median pay: Massachusetts ($101,810), Delaware ($101,270), New York ($98,580). Most jobs: California (119,070), New York (80,500), Texas (63,350).
| Measure ⇅ | Annual ⇅ | Hourly equivalent ⇅ |
|---|---|---|
| 10th percentile (entry level) | $43,390 | $20.86 |
| 25th percentile | $58,350 | $28.05 |
| Median | $78,760 | $37.87 |
| Mean | $89,490 | $43.02 |
| 75th percentile | $108,310 | $52.07 |
| 90th percentile (experienced) | $155,480 | $74.75 |
Estimate for a wage earner: 2026 federal brackets and standard deduction (IRS), Social Security 6.2% up to $184,500, Medicare 1.45% (+0.9% above $200,000 single / $250,000 married), and a state rate you set. It ignores credits, pre-tax deductions, local taxes and benefits. Sources: IRS: tax year 2026 inflation adjustments · SSA wage base per Federal Register notice 2025-19763.
Hourly equivalents divide by 2,080 hours. Pay above $239,200 is shown as "≥ $239,200" (BLS top code).
| Measure ⇅ | Value ⇅ |
|---|---|
| Jobs 2025 | 952,700 |
| Jobs 2035 (projected) | 1,019,000 |
| Change in jobs | 66,300 |
| Percent change | +7.0% |
| Openings a year (growth + replacements) | 82,000 |
| Self-employed share | 3.8% |
| Typical entry education | Bachelor's degree |
| Work experience in a related occupation | None |
| Typical on-the-job training | None |
Licences and certifications are set by states and employers; the education shown is the usual entry requirement, not a legal one.
| State ⇅ | Jobs ⇅ | Location quotient ⇅ | Median pay ⇅ | Entry (10th pct.) ⇅ | Top (90th pct.) ⇅ | Median vs US ⇅ | Yearly rent as % of median pay ⇅ |
|---|---|---|---|---|---|---|---|
| Alabama | 8,390 | 0.69 | $59,530 | $36,100 | $114,010 | -24% | 22% |
| Alaska | 570 | 0.31 | $66,710 | $44,320 | $99,990 | -15% | 26% |
| Arizona | 15,850 | 0.85 | $71,940 | $41,110 | $136,430 | -9% | 28% |
| Arkansas | 6,250 | 0.83 | $65,430 | $34,560 | $136,310 | -17% | 18% |
| California | 119,070 | 1.13 | $94,700 | $48,440 | $181,600 | +20% | 27% |
| Colorado | 27,880 | 1.68 | $93,050 | $48,900 | $165,190 | +18% | 23% |
| Connecticut | 9,930 | 1.01 | $77,740 | $46,280 | $138,980 | -1% | 24% |
| Delaware | 3,570 | 1.27 | $101,270 | $51,480 | $165,840 | +29% | 18% |
| District of Columbia | 6,340 | 1.56 | $98,090 | $59,340 | $176,240 | +25% | 24% |
| Florida | 60,770 | 1.06 | $75,450 | $38,830 | $130,570 | -4% | 29% |
| Georgia | 27,810 | 0.98 | $75,850 | $37,700 | $148,910 | -4% | 24% |
| Hawaii | 1,610 | 0.44 | $59,390 | $29,120 | $104,610 | -25% | 39% |
| Idaho | 3,780 | 0.76 | $60,970 | $36,800 | $127,660 | -23% | 27% |
| Illinois | 40,560 | 1.15 | $79,120 | $46,970 | $139,110 | +0% | 20% |
| Indiana | 14,400 | 0.78 | $63,700 | $39,740 | $117,640 | -19% | 21% |
| Iowa | 8,880 | 0.98 | $66,390 | $40,160 | $122,120 | -16% | 18% |
| Kansas | 8,090 | 0.97 | $70,430 | $38,540 | $128,650 | -11% | 18% |
| Kentucky | 6,290 | 0.54 | $61,480 | $37,970 | $103,300 | -22% | 19% |
| Louisiana | 5,360 | 0.48 | $59,690 | $32,130 | $111,550 | -24% | 21% |
| Maine | 2,390 | 0.64 | $71,980 | $43,310 | $127,200 | -9% | 20% |
| Maryland | 13,570 | 0.85 | $76,370 | $41,600 | $145,600 | -3% | 27% |
| Massachusetts | 39,710 | 1.89 | $101,810 | $58,090 | $166,970 | +29% | 22% |
| Michigan | 24,220 | 0.95 | $66,780 | $40,930 | $127,190 | -15% | 21% |
| Minnesota | 21,280 | 1.25 | $87,510 | $50,400 | $143,180 | +11% | 18% |
| Mississippi | 2,620 | 0.39 | $56,640 | $30,780 | $95,240 | -28% | 21% |
| Missouri | 14,890 | 0.88 | $70,140 | $37,970 | $129,140 | -11% | 18% |
| Montana | 1,460 | 0.49 | $68,080 | $40,450 | $105,320 | -14% | 21% |
| Nebraska | 3,780 | 0.64 | $60,000 | $37,080 | $99,990 | -24% | 22% |
| Nevada | 5,780 | 0.64 | $71,840 | $37,020 | $123,130 | -9% | 29% |
| New Hampshire | 4,200 | 1.06 | $64,570 | $46,660 | $136,640 | -18% | 29% |
| New Jersey | 22,990 | 0.93 | $88,190 | $49,900 | $145,010 | +12% | 24% |
| New Mexico | 1,610 | 0.32 | $61,950 | $41,600 | $98,060 | -21% | 22% |
| New York | 80,500 | 1.44 | $98,580 | $56,070 | $165,920 | +25% | 20% |
| North Carolina | 30,700 | 1.07 | $78,410 | $43,780 | $155,670 | -0% | 20% |
| North Dakota | 1,550 | 0.62 | $61,580 | $39,480 | $102,950 | -22% | 19% |
| Ohio | 27,370 | 0.85 | $72,790 | $39,860 | $129,270 | -8% | 18% |
| Oklahoma | 6,620 | 0.67 | $61,940 | $33,890 | $114,010 | -21% | 20% |
| Oregon | 11,310 | 0.99 | $79,150 | $48,060 | $151,800 | +0% | 24% |
| Pennsylvania | 31,040 | 0.88 | $68,760 | $34,160 | $128,810 | -13% | 22% |
| Rhode Island | 3,210 | 1.11 | $86,240 | $49,020 | $129,540 | +9% | 20% |
| South Carolina | 11,920 | 0.89 | $69,440 | $39,950 | $153,090 | -12% | 22% |
| South Dakota | 1,530 | 0.58 | $63,490 | $47,000 | $124,380 | -19% | 19% |
| Tennessee | 13,040 | 0.69 | $69,790 | $39,480 | $134,740 | -11% | 22% |
| Texas | 63,350 | 0.78 | $72,520 | $37,640 | $135,710 | -8% | 24% |
| Utah | 14,510 | 1.44 | $62,630 | $38,380 | $120,410 | -20% | 31% |
| Vermont | 860 | 0.49 | $74,880 | $50,700 | $110,230 | -5% | 21% |
| Virginia | 25,610 | 1.08 | $76,980 | $40,100 | $153,300 | -2% | 26% |
| Washington | 24,460 | 1.19 | $95,120 | $52,000 | $174,040 | +21% | 23% |
| West Virginia | 1,650 | 0.41 | $52,340 | $34,160 | $93,430 | -34% | 20% |
| Wisconsin | 15,600 | 0.92 | $64,800 | $42,640 | $117,910 | -18% | 21% |
| Wyoming | 850 | 0.52 | $60,990 | $34,360 | $112,150 | -23% | 20% |
Location quotient above 1 means the occupation is more concentrated in the state than in the nation. "n/a" means BLS suppressed the figure. Rent uses the state median gross rent (ACS).
The 60 highest-paying metropolitan areas among those with at least 300 jobs in this occupation.
| Metropolitan area ⇅ | Jobs ⇅ | Median pay ⇅ | Entry (10th pct.) ⇅ | Top (90th pct.) ⇅ | Location quotient ⇅ |
|---|---|---|---|---|---|
| San Jose-Sunnyvale-Santa Clara, CA | 12,710 | $141,960 | $66,660 | $251,750 | 1.94 |
| San Francisco-Oakland-Fremont, CA | 24,120 | $123,250 | $60,680 | $211,140 | 1.76 |
| Boston-Cambridge-Newton, MA-NH | 32,310 | $102,390 | $59,730 | $167,440 | 2.07 |
| Seattle-Tacoma-Bellevue, WA | 18,030 | $102,170 | $59,050 | $184,640 | 1.49 |
| New York-Newark-Jersey City, NY-NJ | 79,290 | $100,520 | $60,400 | $166,880 | 1.44 |
| Denver-Aurora-Centennial, CO | 17,000 | $99,040 | $51,980 | $167,560 | 1.83 |
| Minneapolis-St. Paul-Bloomington, MN-WI | 16,760 | $97,910 | $52,840 | $154,870 | 1.48 |
| Boulder, CO | 3,130 | $97,600 | $50,140 | $178,280 | 2.81 |
| Durham-Chapel Hill, NC | 2,740 | $93,110 | $50,080 | $178,870 | 1.38 |
| Worcester, MA | 2,030 | $90,300 | $51,590 | $152,790 | 1.00 |
| Colorado Springs, CO | 2,680 | $90,210 | $44,410 | $143,140 | 1.46 |
| Washington-Arlington-Alexandria, DC-VA-MD-WV | 21,090 | $87,160 | $50,500 | $162,020 | 1.16 |
| Springfield, MA | 1,050 | $85,970 | $48,570 | $147,360 | 0.90 |
| Greeley, CO | 780 | $85,830 | $49,520 | $165,170 | 1.13 |
| Portland-Vancouver-Hillsboro, OR-WA | 8,130 | $85,350 | $50,280 | $163,440 | 1.16 |
| Providence-Warwick, RI-MA | 4,080 | $83,960 | $48,820 | $129,540 | 0.99 |
| Rochester, MN | 320 | $83,030 | $46,730 | $135,130 | 0.45 |
| Fayetteville-Springdale-Rogers, AR | 2,590 | $83,000 | $43,120 | $159,070 | 1.63 |
| Los Angeles-Long Beach-Anaheim, CA | 39,390 | $82,990 | $48,720 | $157,370 | 1.09 |
| Charlotte-Concord-Gastonia, NC-SC | 9,500 | $82,930 | $47,960 | $160,460 | 1.21 |
| Trenton-Princeton, NJ | 1,140 | $82,110 | $49,210 | $138,160 | 0.82 |
| Richmond, VA | 4,550 | $81,660 | $45,080 | $170,120 | 1.19 |
| Napa, CA | 390 | $81,440 | $47,840 | $126,570 | 0.87 |
| Bridgeport-Stamford-Danbury, CT | 3,460 | $81,030 | $48,870 | $160,100 | 1.48 |
| Austin-Round Rock-San Marcos, TX | 8,270 | $80,460 | $44,990 | $152,160 | 1.11 |
| Chicago-Naperville-Elgin, IL-IN | 30,970 | $80,400 | $49,910 | $140,260 | 1.19 |
| Oxnard-Thousand Oaks-Ventura, CA | 1,570 | $80,100 | $45,560 | $150,190 | 0.84 |
| Olympia-Lacey-Tumwater, WA | 620 | $79,910 | $47,720 | $153,960 | 0.83 |
| Santa Maria-Santa Barbara, CA | 960 | $79,710 | $44,900 | $156,330 | 0.82 |
| Philadelphia-Camden-Wilmington, PA-NJ-DE-MD | 17,600 | $79,420 | $44,950 | $143,060 | 1.05 |
| Barnstable Town, MA | 440 | $79,150 | $42,710 | $141,620 | 0.80 |
| Atlanta-Sandy Springs-Roswell, GA | 19,920 | $79,030 | $37,700 | $155,680 | 1.19 |
| Raleigh-Cary, NC | 6,470 | $78,980 | $46,090 | $156,400 | 1.50 |
| Santa Cruz-Watsonville, CA | 440 | $78,880 | $48,170 | $145,600 | 0.77 |
| Santa Rosa-Petaluma, CA | 960 | $78,810 | $50,120 | $138,700 | 0.81 |
| Peoria, IL | 1,080 | $78,700 | $42,960 | $138,200 | 1.13 |
| Sacramento-Roseville-Folsom, CA | 4,470 | $78,630 | $38,110 | $138,400 | 0.71 |
| Hartford-West Hartford-East Hartford, CT | 3,080 | $78,220 | $46,300 | $141,860 | 0.89 |
| Burlington, NC | 300 | $77,860 | $42,490 | $129,690 | 0.76 |
| Bend, OR | 510 | $77,240 | $48,880 | $118,470 | 0.81 |
| Nashville-Davidson--Murfreesboro--Franklin, TN | 5,510 | $77,240 | $44,440 | $184,990 | 0.87 |
| Rochester, NY | 2,550 | $77,170 | $46,030 | $127,620 | 0.89 |
| Syracuse, NY | 1,180 | $77,110 | $44,190 | $132,410 | 0.68 |
| Detroit-Warren-Dearborn, MI | 11,710 | $77,100 | $43,540 | $130,410 | 1.06 |
| Columbus, OH | 5,880 | $77,010 | $41,460 | $130,770 | 0.92 |
| Jacksonville, FL | 4,380 | $76,740 | $45,040 | $133,310 | 0.99 |
| Lakeland-Winter Haven, FL | 1,050 | $76,630 | $43,390 | $125,820 | 0.69 |
| Des Moines-West Des Moines, IA | 3,440 | $76,580 | $45,920 | $128,100 | 1.47 |
| Kennewick-Richland, WA | 370 | $76,540 | $48,160 | $133,840 | 0.49 |
| Kiryas Joel-Poughkeepsie-Newburgh, NY | 970 | $76,300 | $46,180 | $130,340 | 0.63 |
| Bremerton-Silverdale-Port Orchard, WA | 340 | $76,220 | $45,450 | $152,280 | 0.63 |
| Albany-Schenectady-Troy, NY | 2,160 | $76,140 | $43,580 | $135,990 | 0.83 |
| Buffalo-Cheektowaga, NY | 2,520 | $75,990 | $44,440 | $131,990 | 0.81 |
| Pittsfield, MA | 300 | $75,940 | $44,830 | $148,830 | 0.92 |
| Cincinnati, OH-KY-IN | 7,080 | $75,750 | $44,970 | $134,270 | 1.11 |
| Niles, MI | 320 | $75,470 | $40,740 | $165,200 | 0.93 |
| Hickory-Lenoir-Morganton, NC | 590 | $75,450 | $39,970 | $136,980 | 0.66 |
| Naples-Marco Island, FL | 800 | $75,280 | $43,430 | $126,520 | 0.79 |
| Dallas-Fort Worth-Arlington, TX | 20,900 | $75,240 | $42,710 | $142,480 | 0.89 |
| Tampa-St. Petersburg-Clearwater, FL | 8,420 | $75,210 | $37,700 | $128,550 | 1.01 |
The median is $78,760 a year ($37.87 an hour); the lowest-paid tenth earn under $43,390 and the highest-paid tenth over $155,480 (BLS OEWS, May 2025).
899,580 in May 2025, and BLS projects +7.0% growth to 2035.
The typical entry education is: Bachelor's degree (BLS).
Massachusetts, with a median of $101,810 (among states with published figures).