At G2, we’re committed to building an equitable and inclusive workplace for all. That's why our compensation program is rooted in market data, transparency, fairness, and individual performance.

Compensation in an offer is determined by factors such as the candidate’s experience, relevant skills, and job-related knowledge.

We’ve built a company-wide framework to provide employees clarity on how compensation and success is measured at each level. This career framework supports our employees' professional growth and guides them to their PEAK.

We also support our employees by offering generous benefits, such as flexible work, ample parental leave, and unlimited PTO. Click here to learn more about our benefits.

About G2 - The Company

When you join G2, you’re joining the team that helps businesses reach their peak potential by powering decisions and strategies with trusted insights from real software users.

G2 is the world's largest and most trusted software marketplace. More than 100 million people annually — including employees at all Fortune 500 companies — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation and grow their business — including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com and follow us on LinkedIn.

As we continue on our growth journey, we are striving to be the most trusted data source in the age of AI for informing software buying decisions and go-to-market strategies. Does that sound exciting to you? Come join us as we try to reach our next PEAK!

About G2 - Our People

At G2, we have big goals, but we stay grounded in our PEAK (Performance + Entrepreneurship + Authenticity + Kindness) values. You’ll be part of a value-driven, growing global community that climbs PEAKs together. We cheer for each other’s successes, learn from our mistakes, and support and lean on one another during challenging times. With ambition and entrepreneurial spirit we push each other to take on challenging work, which will help us all to grow and learn.

You will be part of a global, diverse team of smart, dedicated, and kind individuals - each with unique talents, aspirations, and life experiences. At the heart of our community and culture are our people-led ERGs, which celebrate and highlight the diverse identities of our global team. As an organization, we are intentional about our DEI and philanthropic work (like our G2 Gives program) because it encourages us all to be better people.

About The Role

G2 is seeking a Market Research Principal Analyst with expertise in B2B software and a strong understanding of artificial intelligence (AI) and its applications in market analysis, consumer insights, and competitive intelligence to join our team. This role combines analytical rigor, strategic thinking, and storytelling to uncover market trends, evaluate emerging AI technologies, and deliver insights that drive business decisions. You’ll research how AI is transforming the B2B software ecosystem—analyzing vendors, products, adoption trends, and buyer behavior—to help shape G2’s ever-evolving taxonomy.

AI is amplifying Market Research analysts. We believe that in the next few years, AI will reward those who evolve from “gatherers of information” to architects of insight: those who understand technology deeply, guide AI judiciously, tell compelling stories, and steer strategic decisions. G2’s Market Research analysts put buyers first through our work in developing independent and unbiased categorization of B2B software.

At a fast paced, hyper growth company like G2, responsibilities, tasks, and projects can evolve rapidly and the ability to adapt is critical. We’re looking for someone who understands the importance of data and has the ability to convert that data into compelling narratives, and reports using their oral and written presentation skills. Insights and reports could be delivered digitally and orally to customers of G2 or buyers using G2 to make purchasing decisions. We remain 100% unbiased in our analyses, combining our technology and industry knowledge with the data/experiences of real software users.

In This Role, You Will:

• Subject matter expertise (SME): Serves as a SME on emerging AI technology and how it is shaping other B2B software markets. Develops an authoritative view on AI and a deep understanding of what software buyers need to know to make informed buying decisions.

• Vendor engagement and revenue support: Principals on the Market Research team are primarily focused on engaging with software vendors and supporting revenue team colleagues in explaining new markets, trends, and anything related to their subject matter area(s). These engagements can come in the form of exploratory calls, joining deal-room slack channels for collaboration, presenting on webinars, and providing white-glove support for Tier 1 and Tier 2 accounts, which can include participating in quarterly business reviews (QBRs - where applicable), ensure proactive M&As are being logged and represented correctly on G2, and ensuring representation is accurate across the entire vendor’s portfolio. Finally, Principals will be responsible for supporting professional services, which involves supporting upsell of G2’s digital products like our Market Intelligence offering or consulting hours.

• Category development: Principals will own and continuously evolve a research roadmap for their SME focus area(s). Principals will identify new markets that have emerged and require a new category to be created, or existing categories to be adjusted, in G2’s taxonomy.

• Collaboration: Collaborates with the rest of the G2 Product R&D and market facing teams to develop and deliver new types of research offerings. When relevant, identify themes and trends that expand across multiple markets or industries, engage with fellow analysts around those themes.

• Mentorship and champions of AI tools and agents: Be a trusted advisor to team members with different experience from your own. Aid them in expanding their expertise, encourage their growth, and listen & share feedback. Principals will conduct Principal Reviews across team member’s work and will also provide guidance prior to category audits beginning. Principals will be the champions of AI Agents for the team and encourage and support the team around best practices for utilizing AI to optimize efficiency around standard processes/research work.

Minimum Qualifications:

We realize applying for jobs can feel daunting at times. Even if you don’t check all the boxes in the job description, we encourage you to apply anyway.

• 7+ years of market research, analyst or experience in researching trends in how AI is shaping B2B software

• Bachelor’s degree, preferably in related discipline - or equivalent, relevant work experience

• Experience in designing, implementing, and deploying surveys while leveraging best practices in questionnaire development, sampling methodology, and branching logic to ensure high data quality and actionable insights.

• Have a curiosity and desire to dig deep into trends and topics, making them accessible to software buyers

• Extremely strong presentation and communication skills

• Strong writing, secondary research and listening skills

• Fast learner who can work independently

• Proven ability to work on multiple projects simultaneously and meet deadlines

• Focused on identifying problems with creative solutions

• Ability to work cross functionally across different departments to deliver impact

What Can Help Your Application Stand Out:

• Experience working in a fast-paced, SaaS environment

• Established relationships with software buyers and vendors is a plus

• Clear passion about G2 portfolio and ability to identify possibilities in our industry

• Experience in researching AI trends

You would be successful if you describe yourself as:

• Experienced analyst or market practitioner focusing on advancements in artificial intelligence (AI) and how it is reshaping the B2B software industry to support G2 sales and partnership efforts by shaping market leaders’ opinions.

• Self-motivated individual with exceptional communication and presentation skills and an analytical eye to help G2 tell meaningful, data-driven stories and share insights and trends in interesting ways.

• Motivated with a deep understanding of AI technologies and are able to explain both AI specific domains and how AI is used within the full spectrum of business software.

• Endlessly curious about technology and passionate about helping others understand it. You thrive at the intersection of data, narrative, and innovation—turning complex AI trends into insights that shape how G2 (and the broader market) defines the future of B2B software.

Our Commitment to Inclusivity and Diversity

At G2, we are committed to creating an inclusive and diverse environment where people of every background can thrive and feel welcome. We consider applicants without regard to race, color, creed, religion, national origin, genetic information, gender identity or expression, sexual orientation, pregnancy, age, or marital, veteran, or physical or mental disability status. Learn more about our commitments here.

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How We Use AI Technology in Our Hiring Process
G2 incorporates AI-powered technology to enhance our candidate evaluation process. These tools may assist with initial application screening, skills assessment analysis, and identifying candidates whose qualifications align with specific role requirements. While AI technology supports our recruitment workflow, all final hiring decisions remain under human oversight and judgment.

Your Choice Matters: If you would prefer that your application be reviewed without AI assistance, you can opt out by entering your email address in the email entry field at the bottom of the Automated Processing Legal Notice. Choosing to opt out will not disadvantage your application in any way—we will ensure your materials receive a thorough manual review by our hiring team.
For additional details about how we handle your information throughout the application process, please review G2's Applicant Privacy Notice.

Compensation Range: $115K - $140K