Group think: Consolidation and a rising number of nonemployers have shifted the industry landscape

The Market Research industry has experienced strong growth over the past five years, encouraged by growth in research and development (R&D) and advertising expenditure, which have driven demand for industry services. Generally, growth in these types of expenditures increases demand for industry services since market research is involved in both the advertising and development process. Declining investor uncertainty also encouraged revenue growth during the five-year period. Over the five years to 2018, acquisitions among the industry's largest players been common. Major advertising agencies have also increasingly acquired market research companies to pursue value-added services in this complementary industry...purchase to read more.

Industry Statistics & Market Size
Annual Growth 13-18
Forecast Growth 18-23
Market Share of Companies

Industry Threats & Opportunities

  • Growth in research and development and advertising expenditure have driven industry demand
  • Many industry players have acquired companies that specialize in new media
  • An increase in the level of investor uncertainty is anticipated to temper industry growth
  • Industry Report - Industry SWOT Analysis Chapter

    The Market Research industry is in the mature phase of its life cycle. Industry services are completely accepted in the marketplace, as businesses will continually seek to understand their customers and target markets to gain a competitive edge. New media presents the industry opportunities for expansion, but industry firms will likely experience decreased revenue from other media sources. Over the 10 years to 2023, industry value added (IVA), which measures the industry's contribution to the overall economy, is expected to increase an annualized 2.1%. Comparatively, US GDP is expected to grow at an annualized rate of 2.2% during the same period. Typically, an industry growing in line with the overall economy is considered mature...purchase to read more.

    Additional Insights for the Market Research Industry

    IBISWorld identifies 250 Key Success Factors for a business.The most important for the Market Research Industry are

  • Firms who have the ability to quickly adopt new technology
  • Access to skilled and flexible workforce
  • Provision of relevant results
  • IBISWorld analysts also discuss how external factors such as Research and development expenditure and Consumer spending in the Market Research industry impact industry performance..

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    What's in this report

    What is the Market Research Industry?

    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.

    Industry Products
  • Market research by phone
  • Online quantitative research services
  • Mobile and smartphone online quantitative research services
  • Online traffic and audience measurement services
  • Automated digital and electronic research services
  • Group discussions and focus groups
  • Online research community services
  • All other research methods
  • Industry Activities
  • Broadcast media rating
  • Marketing analysis or research
  • Opinion research
  • Political opinion polling
  • Public opinion polling
  • Statistical sampling
  • Table of Contents

    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Executive Summary
    Key External Drivers
  • Research and development expenditure
  • Consumer spending
  • Corporate profit
  • Total advertising expenditure
  • Investor uncertainty

  • Current Performance
  • Demand drivers and trends
  • Growth opportunities
  • Deconsolidation of industry
  • Chart: Revenue Growth

  • Industry Outlook
  • Drivers of demand
  • New media, new opportunities
  • Industry structure
  • Table: Market Research Industry Revenue Outlook

  • Industry Life Cycle
  • Life cycle reasons
  • Chart: Benchmarking - Market Research Industry Lifecycle vs The Economy

  • Supply Chains
    Key Buying Industries
  • Brand Name Pharmaceutical Manufacturing
  • Generic Pharmaceutical Manufacturing
  • Car & Automobile Manufacturing
  • Newspaper Publishing
  • Television Broadcasting
  • Management Consulting
  • Advertising Agencies
  • Public Administration

  • Key Selling Industries
  • Commercial Leasing
  • Data Processing & Hosting Services
  • VoIP
  • Wired Telecommunications Carriers

  • Products & Services
  • Online quantitative research services
  • Automated digital and electronic research services
  • All other research methods
  • Online traffic and audience measurement services
  • Online research community services
  • Mobile and smartphone online quantitative research services
  • Market research by phone
  • Group discussions and focus groups
  • Chart: Market Research Industry Products and Services Segmentation

  • Demand Determinants
    Major Markets
  • Media and entertainment providers
  • All other clients
  • Pharmaceutical companies
  • Consumer non-durable product producers
  • Advertising agencies
  • The government and nonprofit organizations
  • Financial Services
  • Automotive manufacturers
  • Chart: Major Market Segmentation for the Market Research Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
    ProfitWagesPurchasesRent and depreciationOther expenses
  • Chart: Cost Structure Benchmarking – Sector vs Market Research

  • Basis of Competition
    Internal competitionExternal competition
    Barriers to Entry
  • Table: Barrier to Entry Checklist for the Market Research Industry

  • Industry Globalization
    Nielsen Holdings NV,
  • Table: Nielsen Holdings NV - financial performance

  • Capital Intensity
  • Chart: Level of Capital Intensity for the Market Research Industry
  • Chart: Tools of the Trade: Growth Strategies for Success

  • Technology & Systems
    Revenue Volatility
  • Chart: Volatility vs Industry Growth

  • Regulation & Policy
    Industry Assistance
    Table: Industry Data for the Market Research Industry
  • Industry Revenue (2009-2023)
  • Industry Gross Product (2009-2023)
  • Establishments (2009-2023)
  • Businesses (2009-2023)
  • Employment (2009-2023)
  • Wages (2009-2023)
  • Research and development expenditure (2009-2023)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    Table: Industry Financial Ratios
    Focus Group
  • A type of qualitative research using a group of individuals to discuss a concept, product, service or advertisement.
  • Qualitative Research
  • A method of research used to understand why and how individuals make choices about particular products and services.
  • Quantitative Research
  • Research that involves questionnaires and scales to understand the needs, wants and opinions of individuals.
  • What Our Customers Say

    Why buy this report?

    IBISWorld’s Industry Market Report on Market Research is a comprehensive guide to market size and growth prospects. Ensure due diligence in your research with our strategic analysis of the factors influencing companies, including new product developments; economic, lifestyle and demographic influences; distribution and supply chain factors; and pricing issues.

    IBISWorld industry market research reports enable you to:
    • Find out about key industry trends
    • Identify threats and opportunities
    • Inform your decisions for marketing, strategy and planning
    • Quickly build competitive intelligence
    This report on Market Research:
    • Provides Market Size information to assist with planning and strategic decisions.
    • Includes the necessary information to perform SWOT, PEST and STEER analysis.
    • Helps you understand market dynamics to give you a deeper understanding of industry competition and the supply chain.
    • Analyses key performance and operational metrics so that you can benchmark against your own business, that of your customers’ businesses, or your competitors’ businesses.
    The Market Research market research report includes:
    • Historical data and analysis for the key drivers of this industry
    • A five-year forecast of the market and noted trends
    • Detailed research and segmentation for the main products and markets
    • An assessment of the competitive landscape and market shares for major companies
    • And of course, much more

    IBISWorld reports on thousands of industries around the world. Our clients rely on our information and data to stay up-to-date on industry trends across all industries. With this IBISWorld Industry Research Report on Market Research, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

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