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Evolution of the Data, Analytics and Insights Industry

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  • 92 Pages
  • September 2021
  • Region: Global
  • ID: 5509834

Size, trends and forecasts of the industry, its main players, with commentary from the industry's leaders. 


Historical and 3-year projections for industry turnover; Segmentation of the insights' industry with a particular focus on the tech-enabled sector; Global analysis of the industry's turnover; Top-10 largest companies for each segment - detailed data for the top-5; Expert opinions on the current and future state of the industry from cross-functional leaders and investment companies; A holistic view of the industry to help decision-makers stay ahead of the curve. 

The Evolution of the Data, Analytics and Insights Industry report offers a unique look into the past and future of the profession, quantifies the size of the industry and its subsegments and offers a projected growth path for the next 3 years. 

It is the most comprehensive tool to aid decision making and forge the strategy of companies, shareholders and investors for the foreseeable future. The data presented herein is further enhanced with interviews to senior professionals from the main companies from each segment as well as investment companies to bring valuable nuance to the ever-changing picture of the industry.

While the early stages of the pandemic brought many research projects and businesses to a halt, this early trend was soon supplanted by the acceleration of industry transformations that were highlighted in last year’s report. The divide between established, more “traditional” research companies and tech and digitally-enabled solutions continues to widen. The groundswell of tech start-ups and the influx of outside capital, coupled with the pervasiveness of data in all aspects of business has created a unique opportunity for the industry as a whole. The pandemic secured the recognition that companies need to stay connected to customers but also reinforced the speed at which this knowledge needs to be gathered, interpreted and put into action. Technology is a natural solution to support each of those phases and, as such, we continue to see industry growth coming from either new players who deliver on those requirements, or established players who have pivoted or expanded their business to leverage technology in their solutions.

Overall, the trends identified in last year’s report continue to hold true:

1) Established research companies need to embrace technology, refine their focus, and accelerate transformation to stay relevant
2) Technology, especially ResearchTech (Restech) is pushing the industry to change both from the back, with the long tail of new players and the front, with industry giants like Qualtrics
3) The opportunity for technology-driven change and recurring revenue models continues to make the industry attractive to outside investors

Each year, the lines between the industry segments blur a little more. As companies continue to undergo their own transformations and rethink how they bring data into their organizations and use it efficiently and effectively, research, data, and analytics providers need to adjust. Opportunities for collaboration and partnership will continue to expand and eventually lead to more market consolidation. Fortunately, the industry was able to exceed data provider Outsell’s original forecast for 2020, skirting the full pandemic impact that had been forecasted. We’ll see if the industry will clear the forecasted US$ 90 billion in turnover this year.

Table of Contents

1. Global Overview
2. Established Market Research
  • Interview with Potloc
3. Digital Data Analytics (MarTech)
  • Exclusive interview with PE company Verdane
4. Enterprise Feedback Systems
  • Interview with Forsta
5. Self-service Research Platforms
  • Interview with Toluna
  • Perspectives by Cambri, happydemics
6. Social Listening and Communities
  • Investor insight: OpenOcean
7. Sample Panel Providers
  • Interview with InnovateMR
8. Consulting Firms
  • Interview with McKinsey & Co.
9. Industry Reports
  • Notes and acknowledgements

Companies Mentioned

  • Abt Associates
  • Accenture
  • Adobe Systems
  • Alida (Vision Critical)
  • American Institutes for Research (AIR)
  • Ascential
  • Attest
  • Bain & Company
  • BirdEye
  • Booz Allen Hamilton
  • Boston Consulting Group
  • Brandwatch
  • C Space
  • Capgemini
  • CINT
  • Cision
  • Clarabridge Analytics
  • Confirmit
  • CoStar Group
  • Deloitte
  • Dynata
  • Ernst & Young
  • Forrester
  • Gartner
  • Gerson Lehrman Group
  • GfK
  • Hootsuite Inc.
  • HubSpot
  • IDC
  • IHS Markit
  • InMoment (MaritzCX)
  • Ipsos
  • IRi
  • JD Power
  • Kantar
  • Khoros (Spredfast+Lithium)
  • KPMG
  • LiveRamp
  • Lucid Holdings
  • Maru Group
  • McKinsey & Company
  • Medallia
  • Meltwater Group
  • Momentive (Survey Monkey)
  • Netquest
  • Neustar
  • NICE
  • Nielsen
  • Norstat
  • Numerator
  • Oracle
  • Perceptyx
  • Podium
  • Prodege
  • PwC
  • Qualtrics
  • QuestionPro
  • RAND Corporation
  • Reputation.com
  • Responsetech (Ignite Tech)
  • Salesforce.com
  • SAP AG
  • Sermo
  • Service Management Group
  • Sitecore
  • Socialbakers
  • Sprinklr
  • Sprout Social
  • SSRS
  • Suzy
  • The NPD Group
  • Tivian (Questback)
  • Toluna PLC
  • UserTesting, Inc. 
  • Verint Systems
  • Westat
  • Wood Mackenzie + PowerAdvocate (Verisk)
  • Zeta Global