Industry Statistics and Trends
Market size and recent performance (2014-2029)
Industry revenue has grown at a CAGR of 3.3 % over the past five years, to reach an estimated $34.7bn in 2024.
Trends and Insights
Research and Development (R&D) spending grows
- R&D spending often follows corporate profit trends. Although R&D spending took a hit from the pandemic, it quickly bounced back as companies looked to adapt to changes in consumer behavior and preferences. As consumer confidence grows and business sentiment recovers, spending on research and development has strengthened. Improving economic conditions encourages companies to develop new products, boosting demand for market research.
- Additional trends and insights available with purchase
Source: Alfabank-Adres
Industry outlook (2024-2029)
Market size is projected to grow over the next five years.
Trends and Insights
Growth will continue as companies aim to understand customers
- Consumer behavior and preferences are ever-changing, forcing companies to constantly invest in research and development (R&D) capabilities. By developing new products that align with consumer wants and needs, companies can grow and capture a larger portion of the market.
Biggest companies in the Market Research in the US
| Company | Market Share (%)
2024 | Revenue ($m)
2024 | Profit ($m)
2024 | Profit Margin (%)
2024 |
|---|---|---|---|---|
Iqvia Holdings Inc. | 2,810.4 | 758.1 | 27.0 | |
Nielsen Holdings Plc | 2,503.6 | 89.7 | 3.6 | |
Ipsos | 947.0 | 151.1 | 16.0 |
To view the market share and analysis for all 35 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: Alfabank-Adres
Industry revenue is measured across several distinct product and services lines, including Quantitative research, Qualitative research and Other. Quantitative research is the largest segment of the Market Research in the US.
Trends and Insights
Quantitative research is the most popular service
- Quantitative research collects and analyses data to measure consumer responses to a product, issue, campaign or related event. Data is often collected through surveys, polls or questionnaires and is measured using statistical, mathematical or numerical analysis. Researchers also offer automated digital and electronic online traffic and audience measurement research services.
- More insights available in the full report
Table of Contents
About this industry
Industry definition
Companies in this industry systematically gather, record, tabulate and present marketing and public opinion data. Examples of industry services include political polling, sampling and statistical services, broadcast media rating services and market analysis services. Operators that conduct experimental or scientific research in fields, such as economics or engineering, are not included in this industry.
What's included in this industry?
Broadcast media ratingMarketing analysis or researchOpinion researchPolitical opinion pollingPublic opinion pollingStatistical samplingCompanies
Iqvia Holdings Inc.Nielsen Holdings PlcIpsosPurchase this report to view all 35 major companies in this industry.
Related Terms
QUANTITATIVE RESEARCHQUALITATIVE RESEARCHFOCUS GROUPIndustry Code
NAICS 54191 - Market Research in the US
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
Digital tools reshape market research. Volatile corporate profit and advertising expenditure have pushed companies to adopt cost-effective, digital market research methods. T...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2014-2023) and forecast (2024-2029)
- Employees, including historical (2014-2023) and forecast (2024-2029)
- Businesses, including historical (2014-2023) and forecast (2024-2029)
- Profit, including historical (2014-2024)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Reliance on quantitative data increases alongside technology. Due to widespread internet use, quantitative data is becoming easier to collect, leading to a better understandi...
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2024
- Product innovation level
Charts
- Products & services segmentation in 2024
- Major market segmentation in 2024
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
Companies follow major markets. This has led market research companies to base operations in metropolitan cities, including Los Angeles and New York City.
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each state
- Share of population compared to establishments in each region in 2024
Tables
- Number and share of establishments in each state in 2024
- Number and share of revenue each state accounts for in 2024
- Number and share of wages each state accounts for in 2024
- Number and share of employees in each state in 2024
Detailed analysis
- Geographic spread of the industry across North America, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Price and quality are the two main factors affecting competition. Companies that provide accurate insights on time and within budget benefit from repeat customers. Substitute...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2019-2024
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
IQVIA has fully acquired Q2 Diagnostics from Quest Diagnostics, enhancing its service offerings. Shortly after, it secured a deal to purchase Rules Based Medicine from Myriad...
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2020 through 2024
- Major companies in the industry, including market share, revenue, profit and profit margin in 2024
- Overview of Iqvia Holdings Inc.'s performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Nielsen Holdings Plc's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Ipsos's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of revenue, market share and profit margin trend for 32 additional companies
Detailed analysis
- Description and key data for Iqvia Holdings Inc., and factors influencing its performance in the industry
- Description and key data for Nielsen Holdings Plc, and factors influencing its performance in the industry
- Description and key data for Ipsos, and factors influencing its performance in the industry
- Description, key data and performance trends for 32 additional companies
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
An improving economy leads to revenue growth. Rising consumer spending and corporate profit have boosted advertising and research and development expenditures, both of which ...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2014-2029)
- Assistance historical data and forecast (2014-2029)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
Market research firms are under pressure from DIY tools. Self-service platforms offer affordable market research options, forcing traditional agencies to lower prices and cut...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Investment vs. share of economy
Data tables
- Industry Multiples (2017-2022)
- Industry Tax Structure (2017-2022)
- Income Statement (2017-2022)
- Balance Sheet (2017-2022)
- Liquidity Ratios (2017-2022)
- Coverage Ratios (2017-2022)
- Leverage Ratios (2017-2022)
- Operating Ratios (2017-2022)
- Cash Flow & Debt Service Ratios (2014-2029)
- Revenue per Employee (2014-2029)
- Revenue per Enterprise (2014-2029)
- Employees per Establishment (2014-2029)
- Employees per Enterprise (2014-2029)
- Average Wage (2014-2029)
- Wages/Revenue (2014-2029)
- Establishments per Enterprise (2014-2029)
- IVA/Revenue (2014-2029)
- Imports/Demand (2014-2029)
- Exports/Revenue (2014-2029)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2014-2029)
- IVA (2014-2029)
- Establishments (2014-2029)
- Enterprises (2014-2029)
- Employment (2014-2029)
- Exports (2014-2029)
- Imports (2014-2029)
- Wages (2014-2029)
Top Questions Answered
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Market Research in the US industry in United States in 2024?
The market size of the Market Research in the US industry in United States is $34.7bn in 2024.
How many businesses are there in the Market Research in the US industry in 2024?
There are 42,268 businesses in the Market Research in the US industry in United States, which has grown at a CAGR of 0.3 % between 2019 and 2024.
Has the Market Research in the US industry in United States grown or declined over the past 5 years?
The market size of the Market Research in the US industry in United States has been growing at a CAGR of 3.3 % between 2019 and 2024.
What is the forecast growth of the Market Research in the US industry in United States over the next 5 years?
Over the next five years, the Market Research in the US industry in United States is expected to grow.
What are the biggest companies in the Market Research in the US market in United States?
The biggest companies operating in the Market Research market in United States are Iqvia Holdings Inc., Nielsen Holdings Plc and Ipsos
What does the Market Research in the US in United States include?
Broadcast media rating and Marketing analysis or research are part of the Market Research in the US industry.
Which companies have the highest market share in the Market Research in the US in United States?
The company holding the most market share in United States is Iqvia Holdings Inc..
How competitive is the Market Research in the US industry in United States?
The level of competition is high and increasing in the Market Research in the US industry in United States.
Related Industries
Widen your competitive advantage with related industries
Competitors
- Management Consulting in the US
Complementors
- Advertising Agencies in the US
- Media Buying Agencies in the US
- Media Representative Firms in the US
- Direct Mail Advertising in the US
International industries
- Market Research in Canada
- Market Research and Statistical Services in Australia
- Advertising and Market Research Services in New Zealand
- Market Research & Public Opinion Polling in the UK
- Market Research in China
View all industries in United States
Methodology
How are Alfabank-Adres reports created?
Alfabank-Adres has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for Alfabank-Adres readers. Finally, each report is reviewed by one of Alfabank-Adres’s editors, who provide quality assurance to ensure accuracy and readability.
Alfabank-Adres relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do Alfabank-Adres analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in the US include:
- US Census Bureau
- US Bureau of Labor Statistics
- US International Trade Commission
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, Alfabank-Adres’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does Alfabank-Adres forecast its data?
Alfabank-Adres’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
Alfabank-Adres prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
