Director of Market Research: Facts, Skills, and Next Paths

A Director of Market Research leads teams that design and execute primary research studies—such as brand health tracking, ad testing, and custom B2C/B2B surveys—to produce insights that shape marketing strategy and business decisions. Day-to-day work includes translating business needs into research objectives, managing vendors, analyzing data, and presenting findings to cross-functional stakeholders. You supervise staff, set research priorities, and ensure projects stay on time and within budget.

Core responsibilities include overseeing competitive analysis, compliance documentation, and performance management. The role sits within marketing, strategy, or insights teams, often reporting to a VP or CMO. For example, at Capital One, the Manager of Market Research drives consumer insights that position the company as a leader in tech talent; at the Department of Defense, a Supervisory Research Psychologist manages large-scale tracking studies on career decision-making for military recruiting. Directors also coach junior researchers and guide work on segmentation, market sizing, and brand strategy.

The median salary for this role is approximately $142,858. The most requested skill in current job postings is Market Research (90% of listings), followed by Competitive Analysis (30%), Compliance (30%), and Go programming (20%). Statistical Analysis, Team Leadership, and Documentation each appear in 20% of postings.