Market research resumes fail the first filter for a predictable reason: they describe outputs without naming the methods and tools used to produce them. An ATS system scanning for "Qualtrics" will skip straight past "survey platform experience" without pausing. That gap between how you described your work and what the system searched for is why strong research candidates get screened out before a recruiter ever opens their application. This guide lists the exact keywords for a market research resume, grouped by platform, methodology, and consumer insights vocabulary, so you can close that gap before you apply.
The marketing resume keywords landing page covers the full list of terms for marketing, market research, and consumer insights roles. This post focuses specifically on the keyword categories that matter most for market research analyst and consumer insights positions, and explains how to use them in a way that works for both ATS and human reviewers.
New here? Start with: 500 Resume Keywords by Industry (ATS Guide)
Platform names come first
Software names are the highest-priority keyword category on a market research resume. Recruiters and ATS systems search for exact platform names, and generic descriptions will not match those filters.
The four names that appear most consistently across market research and consumer insights job descriptions are Qualtrics, SPSS, SurveyMonkey, and Tableau. If you have worked in any of these tools, name them explicitly. Write out the full product name on first use: "Statistical Package for the Social Sciences (SPSS)" before shortening to SPSS. ATS systems index on both, so using both maximises your chances of matching the search.
Beyond those four, additional platform names worth including based on your actual experience: Mintel, Euromonitor, Kantar, Nielsen, Domo, Looker, Power BI, and Google Analytics. Each one is a distinct searchable entry. A generic reference to "market intelligence databases" will not match a recruiter searching specifically for Euromonitor experience.
Research methodology terms
Methodology terms are the second most important keyword category. Recruiters hiring for research analyst and consumer insights roles search on specific techniques, not general descriptions of analytical work.
The terms that appear most often in job descriptions are conjoint analysis, regression analysis, cluster analysis, factor analysis, and segmentation analysis. Qualitative research terms to include alongside these: thematic analysis, focus group moderation, ethnographic research, and in-depth interviews (IDIs). Both quantitative and qualitative methods should appear as explicit keyword entries, not folded into a general "mixed methods" description.
A/B testing and multivariate testing deserve their own lines on a market research resume. These terms cross over between research and digital analytics roles, and they are searched for independently of broader experimental design references. Include them separately even if they also form part of a larger analytical project description.
Two statistical terms that are commonly skipped but frequently filtered on: confidence interval and statistical significance. Recruiters hiring for rigorous research roles will often include these in ATS search criteria. If your work involved drawing conclusions from survey data or experimental results, adding these terms explicitly signals the right level of analytical depth.
Consumer insights vocabulary
Consumer insights roles use a distinct vocabulary that sits between market research and brand strategy. The specific terms that appear most often in consumer insights job descriptions include: consumer behaviour, purchase intent, brand perception, brand equity, customer journey, voice of customer (VoC), net promoter score (NPS), and customer satisfaction score (CSAT).
NPS and CSAT are worth treating as abbreviation-plus-full-name entries: "Net Promoter Score (NPS)" and "Customer Satisfaction Score (CSAT)." Both abbreviations are searched for independently of the full terms, and listing both removes any ambiguity in ATS matching.
If your role involved primary research, use "primary research" and "secondary research" as explicit entries. These are searched for separately in job descriptions, and the distinction signals different types of research capability to recruiters.
Reporting and stakeholder terms
Market research resumes often under-index on reporting and communication terms, which matters because many roles sit at the intersection of research and strategic influence. Terms that appear consistently in job descriptions include: insights presentation, executive briefing, stakeholder reporting, research synthesis, and cross-functional collaboration.
If you presented findings to senior stakeholders, say "presented insights to C-suite" or "briefed VP-level stakeholders." These are searchable phrases that also carry weight with human reviewers who are assessing influence alongside technical capability.
For roles with a commercial focus, include "revenue impact," "business case," and "market sizing" as keyword entries. These terms signal that your research informed decisions rather than existing in isolation. A senior analyst job description will almost always include at least one of these phrases.
Keywords for a market research resume: how to put them to work
The most effective approach is to mirror the exact language in the job description. If the JD says "Qualtrics Online Survey Platform," use that phrase rather than shortening it to Qualtrics alone on its first appearance. Exact match is always preferable to near match when an ATS is involved.
Embed methodology terms directly in your experience bullets, not just in a standalone skills list. "Designed and analysed a conjoint study (n=1,200) to inform product line pricing decisions" gives the keyword, the sample size, and the business context in a single line that serves both the ATS filter and the recruiter reading your resume.
For quantitative outputs, include specific numbers wherever possible: sample sizes, confidence levels, number of stakeholders briefed, or the scale of spending decisions your research informed. These figures make the experience concrete and add credibility that a list of skills alone cannot provide.
If your resume is already written but you are unsure whether it includes the right terms for the specific role you are targeting, running it through WowThisCV gives you an ATS score and flags the exact keywords the system expects to find.
Browse keyword lists for all marketing and research roles at Resume Keywords by Industry.
FAQ
What are the most important market research resume keywords for ATS?
Platform names carry the most weight: Qualtrics, SPSS, SurveyMonkey, and Tableau. After that, methodology terms like conjoint analysis, segmentation, regression analysis, and A/B testing are the most searched. Include both the full term and any common abbreviation on first use.
Should I use the same keywords for a marketing analyst resume as a market research analyst resume?
There is significant overlap, but marketing analyst roles emphasise campaign performance terms like CTR, ROAS, and conversion rate alongside research methods. Market research roles weight methodology and platform names more heavily. Tailor the balance to match the specific job description.
How do I add market research keywords if I am moving from a junior researcher role to a senior analyst position?
Focus on the methodology terms you already used and quantify the outputs: sample sizes, confidence intervals, number of stakeholders briefed, or revenue decisions informed by your research. Senior roles search for evidence of research influence on business outcomes, not just research execution.