Marketing research drives business decisions in an organization by translating the needs of consumers into meaningful strategies. Marketing research professionals use a variety of observation methods and analytical tools such as interviews, ethnographies, surveys, and regression analysis to turn data into powerful insights. A wide range of firms, nonprofit organizations, and government entities rely upon the work of marketing researchers to shape the creation of new products, packaging, brand strategies, promotional events, and advertising campaigns.

A career in marketing research appeals to those who think outside the box and have innate curiosity about the world around them. Students in the Wisconsin MBA Program in marketing research put that curiosity to good use at major firms such as General Mills, Procter & Gamble, Wrigley, and Kimberly-Clark after graduation. Program graduates have found placements as market research analysts, consumer strategists, and consultants on marketing campaigns throughout the world. Extensive consulting and internship experience in a variety of marketing research fields, along with the A.C. Nielsen Center’s engaged External Advisory Board, put you in position to make your career goals a reality.

Would you like to know more about your career potential in marketing research? Learn about the industry and what a career in marketing research is like here.

Common Job Titles for Graduates

  • Associate Global Insights Manager
  • Consumer Insight Strategist
  • Consumer and Market Knowledge Associate Manager
  • Global Consumer Insight Associate
  • Senior Associate of Design Research
  • Senior Research Analyst

Salary Data — Class of 2017


Average base salary


Median base salary


Average salary increase
pre- to post-MBA


Average signing bonus


Average other compensation

Placement Data


Internship placement rate


Received full-time offers within three months of graduation
(Class of 2017)

Recent Full-Time Employers

  • Adobe Systems Inc.
  •, Inc.
  • American Airlines
  • American Girl
  • Bank of America
  • Boston Scientific Corporation
  • Campbell Soup Company
  • The Clorox Company
  • Colgate-Palmolive Company
  • DISH Network, LLC
  • Ecolab
  • Eli Lilly and Company
  • Frito-Lay
  • General Mills, Inc.
  • Hollister Inc.
  • The Nielsen Company
  • PepsiCo
  • Procter & Gamble
  • Prophet
  • Qualtrics
  • SC Johnson
  • Target Corporation
  • Vision Critical
  • Walmart Stores, Inc.
Full-time employers for 2013–2016 shown.