Many people get a psychology degree because they eventually want to work as a therapist, but that’s not the only career option available for people with this valuable skillset. A degree in psychology is very versatile. There are many different fields where your knowledge of the human mind can come in handy.
One of the top fields for psychology graduates who decide not to become psychologists or psychiatrists is marketing. People who study psychology often do very well in different marketing jobs for the simple reason that to get someone to make a purchase, you have to understand them! Let’s take a look at two of the top marketing jobs for people with training in psychology.
Marketing Psychology at a Glance
When you boil it down, marketing is all about psychology. Marketers have to understand what motivates people to buy a product in order to create effective campaigns. They need to have a deep understanding of the human mind and the ability to use that understanding in different marketing contexts.
The core fundamentals of marketing never change because people continue to have the same kinds of fears and motivations. Trends and marketing platforms change over time, but the essence of human psychology doesn’t. This is why it’s absolutely essential for marketers to have a foundational knowledge of psychological principles.
People who are trained in positive psychology have a huge advantage in the field. They already know what makes people “tick” and they can easily create marketing content, campaigns, and strategies that really speak to customers’ needs and wants.
Market Research Analyst
You don’t have to be a content creator to work in marketing. If you prefer research and analyzing information, then becoming a market research analyst could be the perfect career path. You’ll use your knowledge of psychology to help predict consumer behavior and guide marketing strategy.
Market research analysts are all about the data. Today’s marketing professionals are data-driven and focused on the ROI (return on investment) of marketing budgets. Market research analysts study the market, customer base, and competition to provide intelligence that informs marketing strategies.
On any given day, a market research analyst might measure the results of current marketing campaigns to determine where improvements could be made and look at outside data for even more insights. They might create new methods for collecting and analyzing data based on the organization’s needs and create data visualizations, written reports, and presentations.
In today’s data-driven marketplace, the demand for market research analysts is rising. Over the next decade, we can expect much faster than average growth for this career path, according to the BLS.
How psychology helps:
In market research, a background in psychology helps in many ways. The most important role of psychology in data analysis, however, is being able to understand the “why” of different data trends.
As an analyst, you’re not just looking at hard data—you’re extracting insights. Psychology will help you to look at different campaigns and understand why some perform better than others based on factors like content type, platform, and timing.
A Job as a Marketing Psychologist
Today, the role of psychology in marketing is so well-established that some organizations are hiring marketing psychologists to help their marketing teams tap into their customers’ wants and needs.
As a marketing psychologist, you could have more than one role. You might be called on to design lab tests to find out how people respond to different products. The results of these experiments can then be used to design marketing campaigns.
Marketing psychologists also educate their colleagues about the role of human psychology in creating marketing strategies and campaigns. They might evaluate marketing copy to see if it’s likely to resonate with the target market or help the design team choose appropriate colors and graphics.
How psychology helps:
Marketing psychologists are often placed into a consulting role within a marketing team for the simple reason that it’s absolutely crucial to understand your customer to market effectively. Although this role is still new within the field of marketing, there are many uses for consumer psychology in selling products.
Explore Your Options
If you’re interested in using your psychology background for a career in marketing, then it’s a good idea to think about your interests, strengths, and weaknesses as you explore your options. Expanding your concept of marketing can help you find the perfect career path—and allow you to turn your knowledge of why we do what we do into a marketable skill.