Top market research companies: your go-to guide for 2025

Imagine finding a market research partner that doesn't just tick the boxes of what you need, but actually delivers eye-opening, sales-boosting, and creatively inspiring insights—the kind of breakthrough understanding you couldn't have gotten anywhere else. That's the experience every company deserves from their research investment.

That's why we've compiled this guide to a variety of different market research companies, complete with what you can expect from each one: who they're designed for, what they deliver, who you'll be working with, and estimates of timelines. Because choosing the right research partner is about so much more than just the data they provide.

Of course, we've also cover pricing, capabilities, and specializations to help you find the perfect fit for your specific research needs.

Market research companies comparison table

Detailed company profiles

1. Highlight

Highlight is a vertically integrated product intelligence platform specializing in in-home usage testing (IHUT) for consumer packaged goods. Our technology-first approach combines smart authentic consumer testing with streamlined logistics and impactful analytics. We're literally hands-on. 

Services & capabilities

• In-home usage testing for CPG products
• Sensory evaluation and product validation
• Longitudinal usage studies
• Competitive product testing
• Claims substantiation
• Consumer journey mapping
• Video and photo-based feedback collection

Pricing model 

Pricing is based on sample size and product logistics complexity. A standard sensory test with 100 participants has different pricing than shipping 300 units of fragile products. Custom testing components like video reactions or competitive comparisons adjust pricing accordingly. Subscription plans offer significant cost savings for brands with ongoing research roadmaps.

Project details

• Turnaround: 2-3 weeks from product shipment to insights
• Team: Dedicated research experts and operations associates
• Deliverables: We take care of finding the audience, getting the products over to them and the entire research ecosystem. Automated Scorecard, crosstabs spreadsheet, penalty analysis, AI-powered open-end analysis, photo/video submissions

Read about our turnkey logistics to find out more about the details, shipping and results.

Pros & Cons

• Pros: Real-world testing authenticity, logistics handling, 90%+ completion rates, technology-enabled efficiency
• Cons: Limited to physical product testing, doesn't handle software or compliance testing

Who's it for? 

Emerging CPG brands and established companies launching new products. Ideal for food & beverage, personal care, household goods, and pet products requiring authentic usage validation.

2. NielsenIQ

Nielsen is a big name. As a global measurement and data analytics company they are providing businesses with market research, audience measurement, and consumer behavior insights across 100+ countries.

Services & capabilities

• Consumer panel tracking
• Retail measurement services
• Media audience measurement
• Brand health monitoring
• Market share analysis
• Purchase behavior analytics

Pricing model 

Subscription-based for ongoing tracking services, with custom project pricing for specific research initiatives. Enterprise-level contracts typically required.

Project details 

(Estimates based on company research - contact Nielsen for exact details)

• Turnaround: 4-8 weeks for custom studies
• Team: Category specialists and data analysts
• Deliverables: Detailed market reports, trend analysis, competitive benchmarking

Pros & Cons

• Pros: Extensive global reach, established industry credibility, complete data coverage
• Cons: High cost barrier, slower turnaround times, complex contract requirements

Who's it for? 

Large enterprises needing ongoing market tracking and established brands requiring truly competitive intelligence.

3. Ipsos

Ipsos is a multinational market research company offering specialized research services across advertising, customer loyalty, marketing, media, and public opinion research.

Services & capabilities

• Multi-methodology research approaches
• Global consumer studies
• Brand health tracking
• Customer experience research
• Innovation and product development research
• Social and political polling

Pricing model 

Custom project pricing based on methodology complexity, sample size, and geographic scope. Typically requires significant budget allocation.

Project details 

(Estimates based on company research - contact Ipsos for exact details)

• Turnaround: 6-12 weeks depending on study complexity
• Team: Specialized researchers by industry vertical
• Deliverables: Strategic insights reports, executive presentations, raw data access

Pros & Cons

• Pros: Global expertise, diverse methodological capabilities, strong analytical rigor
• Cons: High costs, lengthy timelines, complex project management

Who's it for? 

Multinational corporations requiring global research capabilities and complex, multi-market studies.

4. Kantar

Kantar is a data, insights, and consulting company specializing in understanding consumer behavior and brand performance across the complete consumer journey.

Services & capabilities

• Brand guidance and strategy
• Consumer behavior analysis
• Media effectiveness measurement
• Shopper and retail insights
• Innovation consulting
• Sustainability and purpose research

Pricing model 

Combination of subscription services for ongoing brand tracking and project-based pricing for custom research initiatives.

Project details 

(Estimates based on company research - contact Kantar for exact details)

• Turnaround: 4-10 weeks for custom studies
• Team: Brand strategists and consumer behavior experts
• Deliverables: Strategic recommendations, brand performance dashboards, consumer journey maps

Pros & Cons

• Pros: Strong brand expertise, deep consumer understanding, strategic consulting approach
• Cons: Premium pricing, complex engagement process, enterprise-focused

Who's it for? 

Fortune 500 companies with substantial research budgets focused on brand strategy and consumer behavior analysis.

5. Qualtrics

Qualtrics is an experience management platform offering survey research capabilities, customer feedback collection, and employee engagement measurement.

Services & capabilities

• Survey design and deployment
• Customer experience tracking
• Employee engagement research
• Brand research and concept testing
• Market research analytics
• Real-time feedback collection

Pricing model 

Subscription-based tiers ranging from basic survey tools to enterprise experience management suites.

Project details 

(Estimates based on company research - contact Qualtrics for exact details)

• Turnaround: 1-4 weeks depending on study complexity
• Team: Self-service platform with optional professional services
• Deliverables: Interactive dashboards, automated reporting, raw data exports

Pros & Cons

• Pros: User-friendly interface, flexible survey capabilities, strong analytics features
• Cons: Limited to survey-based research, requires internal research expertise

Who's it for? 

Organizations with internal research teams needing flexible survey capabilities and mid-market companies requiring cost-effective research solutions.

6. GfK

GfK is a German market research company providing consumer insights, retail measurement, and market intelligence across consumer goods, retail, and technology sectors.

Services & capabilities

• Consumer tracking and panels
• Retail measurement services
• Point-of-sale analytics
• Consumer journey research
• Innovation and concept testing
• Sustainability insights

Pricing model 

Custom project pricing with subscription options for ongoing tracking services.

Project details
(Estimates based on company research - contact GfK for exact details)

• Turnaround: 6-10 weeks for large, detailed studies
• Team: Industry specialists and data scientists
• Deliverables: Market intelligence reports, consumer behavior analysis, competitive benchmarking

Pros & Cons

• Pros: Strong European presence, retail expertise, consumer panels
• Cons: Limited North American presence, traditional research approaches

Who's it for? 

Consumer goods companies operating in European markets and retailers requiring point-of-sale insights.

7. Mintel

Mintel provides market intelligence combining consumer research, trend analysis, and competitive intelligence to help brands understand market dynamics and consumer behavior.

Services & capabilities

• Market sizing and forecasting
• Consumer trend analysis
• Competitive landscape mapping
• Product launch tracking
• Consumer lifestyle research
• Category innovation insights

Pricing model 

Subscription-based access to market intelligence reports with custom research project options.

Project details 

(Estimates based on company research - contact Mintel for exact details)

• Turnaround: 2-6 weeks for custom studies
• Team: Category analysts and trend researchers
• Deliverables: Market reports, trend forecasts, consumer behavior analysis

Pros & Cons

• Pros: Detailed market intelligence, strong trend analysis, accessible pricing
• Cons: Limited primary research capabilities, report-heavy approach

Who's it for? 

Product development teams needing market context and trend insights for innovation planning.

8. Euromonitor International

Euromonitor provides global market research and business intelligence across industries, helping companies understand market opportunities and consumer trends worldwide.

Services & capabilities

• Global market analysis
• Consumer lifestyle research
• Industry forecasting
• Competitive intelligence
• Market entry strategy
• Economic impact analysis

Pricing model 

Subscription-based access to market research database with custom consulting project options.

Project details 

(Estimates based on company research - contact Euromonitor for exact details)

• Turnaround: 4-8 weeks for custom analysis
• Team: Regional market analysts and economists
• Deliverables: Market reports, economic forecasts, consumer trend analysis

Pros & Cons

• Pros: Extensive global coverage, economic analysis expertise, creating databases
• Cons: High subscription costs, limited customization options

Who's it for? 

Companies planning their international expansion and organizations who need allround global market intelligence.

9. Suzy

Suzy is a consumer insights platform providing real-time feedback collection and rapid market research capabilities for fast-moving consumer goods and retail brands.

Services & capabilities

• Real-time consumer polling
• Concept testing and validation
• Brand tracking studies
• Consumer segmentation
• Creative testing
• Product feedback collection

Pricing model 

Pay-per-response model with subscription options for ongoing research programs.

Project details 

(Estimates based on company research - contact Suzy for exact details)

• Turnaround: 24-48 hours for standard studies
• Team: Self-service platform with research support
• Deliverables: Real-time dashboards, summary reports, raw data access

Pros & Cons

• Pros: Extremely fast turnaround, cost-effective pricing, user-friendly interface
• Cons: Limited depth of insights, survey-based methodology only

Who's it for? 

Agile product teams needing quick validation and brands requiring rapid consumer feedback loops.

10. dscout

dscout specializes in ethnographic research and diary studies, providing deep behavioral insights through mobile-first research methodologies.

Services & capabilities

• Ethnographic research studies
• Consumer diary studies
• In-the-moment insights
• User experience research
• Behavioral observation
• Contextual interviews

Pricing model 

Project-based pricing determined by study length, participant requirements, and methodology complexity.

Project details 

(Estimates based on company research - contact dscout for exact details)

• Turnaround: 2-4 weeks for standard studies
• Team: Research specialists and ethnographers
• Deliverables: Video insights, behavioral analysis, participant journey maps

Pros & Cons

• Pros: Deep behavioral insights, mobile-first approach, authentic consumer contexts
• Cons: Limited quantitative capabilities, requires skilled interpretation

Who's it for? 

UX teams and brands needing deep behavioral understanding of consumer interactions and usage patterns.

Finding your market research match: what do you really want?

Traditional market research companies excel at tracking market trends, measuring brand awareness, and providing competitive intelligence. But if you're developing or improving physical products—whether that's a new snack formulation, personal care routine, or household cleaning solution—you need research that captures authentic usage behavior, not just consumer opinions.

Highlight bridges this gap by specializing in authentic in-home usage testing for CPG brands. While other companies survey consumers about hypothetical scenarios, Highlight ships actual products to real consumers' homes and observes how they integrate into daily routines. This approach reveals insights that traditional surveys miss—like how a morning skincare routine actually works in a busy household, or which snack flavors hold up to repeated consumption.

Understanding different types of market research will help you evaluate which company's capabilities align with your research objectives. Whether you need primary market research for product development or secondary research for market analysis, the right partner makes all the difference.

Ready to see how authentic product testing can transform your development process? Explore comprehensive market research analysis or discover how to write your own effective market research questions that will get you meaningful insights.