The marketing research and analysis services market size has grown steadily in recent years. It will grow from $84.46 billion in 2025 to $87.6 billion in 2026 at a compound annual growth rate (CAGR) of 3.7%. The growth in the historic period can be attributed to increasing complexity of marketing campaigns, growing availability of digital consumer data, expansion of online research methodologies, rising importance of campaign effectiveness measurement, adoption of analytics-led marketing strategies.
The marketing research and analysis services market size is expected to see steady growth in the next few years. It will grow to $105.31 billion in 2030 at a compound annual growth rate (CAGR) of 4.7%. The growth in the forecast period can be attributed to increasing demand for real-time marketing performance tracking, rising integration of ai in marketing analytics, expansion of omnichannel research approaches, growing focus on roi-driven marketing decisions, increasing use of advanced visualization tools. Major trends in the forecast period include increasing adoption of data-driven marketing analytics, rising use of predictive modeling techniques, growing integration of primary and secondary research data, expansion of online quantitative research tools, enhanced focus on actionable marketing insights.
The increasing digitization is expected to drive the growth of the marketing research and analysis services market in the coming years. Digitization involves using digital technologies to transform business models, create new revenue opportunities, and optimize value-generating processes. By adopting digital technologies, marketing research and analysis services have improved capabilities in areas such as market analytics, pricing, and channel management. For example, in November 2023, according to the Central Digital and Data Office (CDDO), a UK-based government agency, between April 2022 and April 2023, the Government Digital and Data profession grew by 19%, enhancing critical digital skills across the civil service. A total of 32 organizations have implemented the common Government Digital and Data pay framework, reducing reliance on contractors and generating savings for taxpayers. Therefore, the rise in digitization is contributing to the growth of the marketing research and analysis services market.
Leading companies in the marketing research and analysis services market are focusing on introducing AI-powered research tools to enhance efficiency and maximize revenues. An AI-powered research tool is a software application that uses artificial intelligence algorithms to automate and optimize various aspects of the research process. These tools help researchers and data scientists analyze data more efficiently, reduce bias, and make informed, data-driven decisions. For example, in September 2023, Prelaunch.com, a US-based product market validation platform, launched its AI Market Research Tool. This AI-powered assistant helps companies identify competitors by evaluating hundreds of customer reviews to quickly uncover key strengths and weaknesses. The tool simplifies analysis for marketing professionals and includes features such as an AI page builder, survey summaries, and AI competitor research tools, automating some of the most time-consuming tasks in marketing research.
In January 2024, Radius Global Market Research, a market research company based in the U.S., acquired Strive Insight Limited for an undisclosed sum. The acquisition is intended to boost Radius's capacity to provide in-depth insights and solutions for its clients. It will enable Radius to expand its global presence, enhance its data analytics expertise, and offer more tailored, actionable market research services. Strive Insight Limited is a UK-based market research company.
Major companies operating in the marketing research and analysis services market include Gartner, Inc, S&P Global Inc, Ipsos Group S.A., Moodys Corporation, GFK SE, Mintel, INTAGE Inc., Forrester Research Inc., GlobalData Plc, Global Vox Populi, Kantar IMRB, RNB Research, Market Xcel Data Matrix Private Limited, Majestic MRSS, Nielson, Hub of China, SIS International Research, Escalent, CIPMR, Adept Research, Tiny CX Freeform, Populix, Dataspring, Inkwood Research, Strategic Focus Research and Consultancy Ltd., QualWorld Asia, Acorn Marketing & Research Consultants Pte LTD, Blackbox Research, My Source Solutions, Stitch Marketing Research, Dynamic Search Sdn. Bhd., Cardas Research & Consulting Sdn Bhd, The Research Alliance, Axanteus Research and Consumer Behavior Research Co., LTD, Euromonitor International, IFF Research, Pharma Intelligence, Dunnhumby, AMR Advanced Market Research GmbH, Business Analytica, Ateliar Market Research, Inquiry Market research, MAP Marketing Research, MAGRAM Market Research, Prodege LLC, Westat, NPD Group, Inc., ORC International Inc., Dynata, IQVIA, Proactive Worldwide, Comscore, Information Resources, Inc., Bauman Research & Consulting LLC, Datum Internacional S.A., StatMark Group S.A., Brazil Market research, Ad hoc research and al bar research, C&O Marketing, Insight Scouts Research & Consultancy
North America was the largest region in the marketing research and analysis services market in 2025. Western Europe was the second largest region in the marketing research and analysis services market share. The regions covered in the marketing research and analysis services market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the marketing research and analysis services market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.
The marketing research and analysis services market consists of revenue earned by entities that are engaged in systematical gathering, recording, tabulating, and presenting marketing data. Marketing research and analysis services include marketing & management analytics and consumer insights The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.
The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).
The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.
This product will be delivered within 1-3 business days.
The marketing research and analysis services market size is expected to see steady growth in the next few years. It will grow to $105.31 billion in 2030 at a compound annual growth rate (CAGR) of 4.7%. The growth in the forecast period can be attributed to increasing demand for real-time marketing performance tracking, rising integration of ai in marketing analytics, expansion of omnichannel research approaches, growing focus on roi-driven marketing decisions, increasing use of advanced visualization tools. Major trends in the forecast period include increasing adoption of data-driven marketing analytics, rising use of predictive modeling techniques, growing integration of primary and secondary research data, expansion of online quantitative research tools, enhanced focus on actionable marketing insights.
The increasing digitization is expected to drive the growth of the marketing research and analysis services market in the coming years. Digitization involves using digital technologies to transform business models, create new revenue opportunities, and optimize value-generating processes. By adopting digital technologies, marketing research and analysis services have improved capabilities in areas such as market analytics, pricing, and channel management. For example, in November 2023, according to the Central Digital and Data Office (CDDO), a UK-based government agency, between April 2022 and April 2023, the Government Digital and Data profession grew by 19%, enhancing critical digital skills across the civil service. A total of 32 organizations have implemented the common Government Digital and Data pay framework, reducing reliance on contractors and generating savings for taxpayers. Therefore, the rise in digitization is contributing to the growth of the marketing research and analysis services market.
Leading companies in the marketing research and analysis services market are focusing on introducing AI-powered research tools to enhance efficiency and maximize revenues. An AI-powered research tool is a software application that uses artificial intelligence algorithms to automate and optimize various aspects of the research process. These tools help researchers and data scientists analyze data more efficiently, reduce bias, and make informed, data-driven decisions. For example, in September 2023, Prelaunch.com, a US-based product market validation platform, launched its AI Market Research Tool. This AI-powered assistant helps companies identify competitors by evaluating hundreds of customer reviews to quickly uncover key strengths and weaknesses. The tool simplifies analysis for marketing professionals and includes features such as an AI page builder, survey summaries, and AI competitor research tools, automating some of the most time-consuming tasks in marketing research.
In January 2024, Radius Global Market Research, a market research company based in the U.S., acquired Strive Insight Limited for an undisclosed sum. The acquisition is intended to boost Radius's capacity to provide in-depth insights and solutions for its clients. It will enable Radius to expand its global presence, enhance its data analytics expertise, and offer more tailored, actionable market research services. Strive Insight Limited is a UK-based market research company.
Major companies operating in the marketing research and analysis services market include Gartner, Inc, S&P Global Inc, Ipsos Group S.A., Moodys Corporation, GFK SE, Mintel, INTAGE Inc., Forrester Research Inc., GlobalData Plc, Global Vox Populi, Kantar IMRB, RNB Research, Market Xcel Data Matrix Private Limited, Majestic MRSS, Nielson, Hub of China, SIS International Research, Escalent, CIPMR, Adept Research, Tiny CX Freeform, Populix, Dataspring, Inkwood Research, Strategic Focus Research and Consultancy Ltd., QualWorld Asia, Acorn Marketing & Research Consultants Pte LTD, Blackbox Research, My Source Solutions, Stitch Marketing Research, Dynamic Search Sdn. Bhd., Cardas Research & Consulting Sdn Bhd, The Research Alliance, Axanteus Research and Consumer Behavior Research Co., LTD, Euromonitor International, IFF Research, Pharma Intelligence, Dunnhumby, AMR Advanced Market Research GmbH, Business Analytica, Ateliar Market Research, Inquiry Market research, MAP Marketing Research, MAGRAM Market Research, Prodege LLC, Westat, NPD Group, Inc., ORC International Inc., Dynata, IQVIA, Proactive Worldwide, Comscore, Information Resources, Inc., Bauman Research & Consulting LLC, Datum Internacional S.A., StatMark Group S.A., Brazil Market research, Ad hoc research and al bar research, C&O Marketing, Insight Scouts Research & Consultancy
North America was the largest region in the marketing research and analysis services market in 2025. Western Europe was the second largest region in the marketing research and analysis services market share. The regions covered in the marketing research and analysis services market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the marketing research and analysis services market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.
The marketing research and analysis services market consists of revenue earned by entities that are engaged in systematical gathering, recording, tabulating, and presenting marketing data. Marketing research and analysis services include marketing & management analytics and consumer insights The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.
The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).
The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.
This product will be delivered within 1-3 business days.
Table of Contents
1. Executive Summary
2. Marketing Research and Analysis Services Market Characteristics
3. Marketing Research and Analysis Services Market Supply Chain Analysis
4. Global Marketing Research and Analysis Services Market Trends and Strategies
5. Marketing Research and Analysis Services Market Analysis of End Use Industries
7. Global Marketing Research and Analysis Services Strategic Analysis Framework, Current Market Size, Market Comparisons and Growth Rate Analysis
8. Global Marketing Research and Analysis Services Total Addressable Market (TAM) Analysis for the Market
9. Marketing Research and Analysis Services Market Segmentation
10. Marketing Research and Analysis Services Market Regional and Country Analysis
11. Asia-Pacific Marketing Research and Analysis Services Market
12. China Marketing Research and Analysis Services Market
13. India Marketing Research and Analysis Services Market
14. Japan Marketing Research and Analysis Services Market
15. Australia Marketing Research and Analysis Services Market
16. Indonesia Marketing Research and Analysis Services Market
17. South Korea Marketing Research and Analysis Services Market
18. Taiwan Marketing Research and Analysis Services Market
19. South East Asia Marketing Research and Analysis Services Market
20. Western Europe Marketing Research and Analysis Services Market
21. UK Marketing Research and Analysis Services Market
22. Germany Marketing Research and Analysis Services Market
23. France Marketing Research and Analysis Services Market
24. Italy Marketing Research and Analysis Services Market
25. Spain Marketing Research and Analysis Services Market
26. Eastern Europe Marketing Research and Analysis Services Market
27. Russia Marketing Research and Analysis Services Market
28. North America Marketing Research and Analysis Services Market
29. USA Marketing Research and Analysis Services Market
30. Canada Marketing Research and Analysis Services Market
31. South America Marketing Research and Analysis Services Market
32. Brazil Marketing Research and Analysis Services Market
33. Middle East Marketing Research and Analysis Services Market
34. Africa Marketing Research and Analysis Services Market
36. Marketing Research and Analysis Services Market Competitive Landscape and Company Profiles
37. Marketing Research and Analysis Services Market Other Major and Innovative Companies
40. Marketing Research and Analysis Services Market High Potential Countries, Segments and Strategies
41. Appendix
Executive Summary
Marketing Research and Analysis Services Market Global Report 2026 provides strategists, marketers and senior management with the critical information they need to assess the market.This report focuses marketing research and analysis services market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.
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Description
Where is the largest and fastest growing market for marketing research and analysis services? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward, including technological disruption, regulatory shifts, and changing consumer preferences? The marketing research and analysis services market global report answers all these questions and many more.The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, total addressable market (TAM), market attractiveness score (MAS), competitive landscape, market shares, company scoring matrix, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.
- The market characteristics section of the report defines and explains the market. This section also examines key products and services offered in the market, evaluates brand-level differentiation, compares product features, and highlights major innovation and product development trends.
- The supply chain analysis section provides an overview of the entire value chain, including key raw materials, resources, and supplier analysis. It also provides a list competitor at each level of the supply chain.
- The updated trends and strategies section analyses the shape of the market as it evolves and highlights emerging technology trends such as digital transformation, automation, sustainability initiatives, and AI-driven innovation. It suggests how companies can leverage these advancements to strengthen their market position and achieve competitive differentiation.
- The regulatory and investment landscape section provides an overview of the key regulatory frameworks, regularity bodies, associations, and government policies influencing the market. It also examines major investment flows, incentives, and funding trends shaping industry growth and innovation.
- The market size section gives the market size ($b) covering both the historic growth of the market, and forecasting its development.
- The forecasts are made after considering the major factors currently impacting the market. These include the technological advancements such as AI and automation, Russia-Ukraine war, trade tariffs (government-imposed import/export duties), elevated inflation and interest rates.
- The total addressable market (TAM) analysis section defines and estimates the market potential compares it with the current market size, and provides strategic insights and growth opportunities based on this evaluation.
- The market attractiveness scoring section evaluates the market based on a quantitative scoring framework that considers growth potential, competitive dynamics, strategic fit, and risk profile. It also provides interpretive insights and strategic implications for decision-makers.
- Market segmentations break down the market into sub markets.
- The regional and country breakdowns section gives an analysis of the market in each geography and the size of the market by geography and compares their historic and forecast growth.
- Expanded geographical coverage includes Taiwan and Southeast Asia, reflecting recent supply chain realignments and manufacturing shifts in the region. This section analyzes how these markets are becoming increasingly important hubs in the global value chain.
- The competitive landscape chapter gives a description of the competitive nature of the market, market shares, and a description of the leading companies. Key financial deals which have shaped the market in recent years are identified.
- The company scoring matrix section evaluates and ranks leading companies based on a multi-parameter framework that includes market share or revenues, product innovation, and brand recognition.
Report Scope
Markets Covered:
1) By Type: Quantitative Research; Qualitative Research2) By Research Source: Primary Research; Secondary Research
3) By End Use Industry: IT Services; Manufacturing; Financial Services; Construction; Healthcare; Other End Use Industries
Subsegments:
1) By Quantitative Research: Surveys and Questionnaires; Online Polls and Web-Based Research; Statistical Analysis and Data Mining2) By Qualitative Research: Focus Groups and in-Depth Interviews; Ethnographic Studies and Observations; Content Analysis and Thematic Analysis
Companies Mentioned: Gartner, Inc; S&P Global Inc; Ipsos Group S.a.; Moodys Corporation; GFK SE; Mintel; INTAGE Inc.; Forrester Research Inc.; GlobalData PLC; Global Vox Populi; Kantar IMRB; RNB Research; Market Xcel Data Matrix Private Limited; Majestic MRSS; Nielson; Hub of China; SIS International Research; Escalent; CIPMR; Adept Research; Tiny CX Freeform; Populix; Dataspring; Inkwood Research; Strategic Focus Research and Consultancy Ltd.; QualWorld Asia; Acorn Marketing & Research Consultants Pte LTD; Blackbox Research; My Source Solutions; Stitch Marketing Research; Dynamic Search Sdn. Bhd.; Cardas Research & Consulting Sdn Bhd; the Research Alliance; Axanteus Research and Consumer Behavior Research Co., LTD; Euromonitor International; IFF Research; Pharma Intelligence; Dunnhumby; AMR Advanced Market Research GmbH; Business Analytica; Ateliar Market Research; Inquiry Market research; MAP Marketing Research; MAGRAM Market Research; Prodege LLC; Westat; NPD Group, Inc.; ORC International Inc.; Dynata; IQVIA; Proactive Worldwide; Comscore; Information Resources, Inc.; Bauman Research & Consulting LLC; Datum Internacional S.a.; StatMark Group S.a.; Brazil Market research; Ad hoc research and al bar research; C&O Marketing; Insight Scouts Research & Consultancy
Countries: Australia; Brazil; China; France; Germany; India; Indonesia; Japan; Taiwan; Russia; South Korea; UK; USA; Canada; Italy; Spain.
Regions: Asia-Pacific; South East Asia; Western Europe; Eastern Europe; North America; South America; Middle East; Africa
Time Series: Five years historic and ten years forecast.
Data: Ratios of market size and growth to related markets, GDP proportions, expenditure per capita.
Data Segmentation: Country and regional historic and forecast data, market share of competitors, market segments.
Sourcing and Referencing: Data and analysis throughout the report is sourced using end notes.
Delivery Format: Word, PDF or Interactive Report + Excel Dashboard
Added Benefits:
- Bi-Annual Data Update
- Customisation
- Expert Consultant Support
Companies Mentioned
The companies featured in this Marketing Research and Analysis Services market report include:- Gartner, Inc
- S&P Global Inc
- Ipsos Group S.A.
- Moodys Corporation
- GFK SE
- Mintel
- INTAGE Inc.
- Forrester Research Inc.
- GlobalData PLC
- Global Vox Populi
- Kantar IMRB
- RNB Research
- Market Xcel Data Matrix Private Limited
- Majestic MRSS
- Nielson
- Hub of China
- SIS International Research
- Escalent
- CIPMR
- Adept Research
- Tiny CX Freeform
- Populix
- Dataspring
- Inkwood Research
- Strategic Focus Research and Consultancy Ltd.
- QualWorld Asia
- Acorn Marketing & Research Consultants Pte LTD
- Blackbox Research
- My Source Solutions
- Stitch Marketing Research
- Dynamic Search Sdn. Bhd.
- Cardas Research & Consulting Sdn Bhd
- The Research Alliance
- Axanteus Research and Consumer Behavior Research Co., LTD
- Euromonitor International
- IFF Research
- Pharma Intelligence
- Dunnhumby
- AMR Advanced Market Research GmbH
- Business Analytica
- Ateliar Market Research
- Inquiry Market research
- MAP Marketing Research
- MAGRAM Market Research
- Prodege LLC
- Westat
- NPD Group, Inc.
- ORC International Inc.
- Dynata
- IQVIA
- Proactive Worldwide
- Comscore
- Information Resources, Inc.
- Bauman Research & Consulting LLC
- Datum Internacional S.A.
- StatMark Group S.A.
- Brazil Market research
- Ad hoc research and al bar research
- C&O Marketing
- Insight Scouts Research & Consultancy
Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 250 |
| Published | January 2026 |
| Forecast Period | 2026 - 2030 |
| Estimated Market Value ( USD | $ 87.6 Billion |
| Forecasted Market Value ( USD | $ 105.31 Billion |
| Compound Annual Growth Rate | 4.7% |
| Regions Covered | Global |
| No. of Companies Mentioned | 61 |
