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Online Market Research Services in the US Procurement Price, Data and Insights
Online market research service providers record, analyze, and present marketing data that is gathered online. Data can be gathered through internet surveys, questionnaires, customer feedback forms, and other online tools. Buyers use information from online market research to identify existing and potential markets, target their advertising, understand customer preferences, improve and develop products, and optimize pricing. Common buyers include advertising agencies, management consulting firms, and television broadcasting agencies.
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What’s included in this market coverage
IBISWorld's research coverage on the Online Market Research Services procurement and pricing environment in the United States includes market dynamics, buyer power scores, supply chain vendors with pricing trends and forecasts.
About this Market
What’s this procurement report about?
This procurement coverage of the Online Market Research Services market in the United States includes Digital Customer Feedback Forms, Internet Surveys and Online Questionnaires. Standard coding in this coverage includes ISIC-732-Market research and public opinion polling, NACE-73.20-Market Research And Public Opinion Polling, NAICS-541910-Marketing Research and Public Opinion Polling and UNSPSC-80141506-Internet based market research.
What common market terminology is included?
Common market terminology included in the Online Market Research Services procurement coverage includes Cost Per Complete (A method of pricing based on the number of surveys completed, with a set price per survey.), Incidence Rate (The percentage of survey respondents that meets qualifying criteria to participate in a research study based on a client's requirements.), Response Rate (The percentage of potential survey participants that complete and return their survey.), Survey Panel (A method of surveying in which a group of consumers are given surveys to complete at regular intervals.) and Blockchain (A distributed, decentralized, public ledger wherein blocks store digital information (e.g., date, time, participant IDs) from monetary transactions and other online activity and attach unique hash codes to set blocks apart from each other.).
What companies are included as top suppliers?
The top companies covered in the Online Market Research Services procurement report as suppliers are Research Triangle Institute, Qualtrics, Icf International, Inc., Westat Inc. and Gartner, Inc..
Opportunity Assessment
What’s included in the Opportunity Assessment chapter?
The Opportunity Assessment chapter provides a comprehensive market analysis of the Online Market Research Services market in the United States category, including buyer power scoring, market pricing trends, vendor landscape, cost structure, and strategic negotiation levers.
The market pricing trends include the Market Price (2026) per survey response, a five year price forecast and a supply chain risk score. Vendor coverage includes a market share and cost structure breakdown.
Analysis includes a comprehensive SWOT analysis of and recent developments impacting the Online Market Research Services market environment.
Buyer Power Score
What’s included in the Buyer Power Score chapter?
The Buyer Power Score chapter assesses key components impacting Online Market Research Services procurement including the recent price trend, forecast price trend, availability of substitutes, switching costs, product specialization, average vendor risk, market share concentration, supply chain risk, price driver volatility and recent price volatility.
These components generate a Buyer Power Score that ranges from -5 (strongly favoring sellers) to +5 (strongly favoring buyers) plus a recommended strategy for procurement specialists.
Price Environment
What’s included in the Price Environment chapter?
The Price Environment chapter covers detailed pricing analysis and datasets on Online Market Research Services market environment. This includes insights into market pricing Market Price (2026), price forecasts, volatility, specialization, substitutes and switching costs.
Datasets in the Price Environment chapter include vendor cost structure, breakdowns of wage rates by geography and specialty, key external economic and labor drivers impacting the market and market pricing models.
Supply Chain & Vendors
What’s included in the Supply Chain & Vendors chapter?
The Supply Chain & Vendors chapter covers the concentration, risk and diversity of the Online Market Research Services market. This includes datasets on the market’s top suppliers, detailed analysis on the key sourcing risks and supply chain dynamics, with environmental, social and governance (ESG) considerations and scores.
Business Requirements
What’s included in the Business Requirements chapter?
The Business Requirements chapter covers vendor relationships, qualifications, service level agreements and key performance indicators. These inputs provide insight into the planning process through the buying lead time, vendor relationship and vendor qualifications. The sourcing process include key RFP elements like an organizational overview, project budget, selection criteria, project schedule, proposal format, inventory control, cost containment, regulation, quality control, distribution and key contract clauses.
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Frequently Asked Questions
What is the current market price for Online Market Research Services?
The 2026 benchmark market price for Online Market Research Services is $7.35 per survey response. Prices have increased at a CAGR of 3.5 from 2023-26.
Who are the top vendors in the Online Market Research Services market?
The top vendors in the Online Market Research Services market include Research Triangle Institute, Qualtrics, Icf International, Inc., Westat Inc. and Gartner, Inc..
What industries supply the Online Market Research Services market?
The top industries supplying the Online Market Research Services market are Commercial Leasing in the US, Real Estate Sales & Brokerage in the US, Computer & Packaged Software Wholesaling in the US, Computer Manufacturing in the US, Operating Systems & Productivity Software Publishing in the US, Data Processing & Hosting Services in the US, Wired Telecommunications Carriers in the US, Internet Service Providers in the US and Semiconductor & Circuit Manufacturing in the US.
What is the supply chain risk for Online Market Research Services?
Low market concentration empowers buyers with stronger negotiation leverage and supplier flexibility. The online market research services market is highly fragmented, with the top four suppliers accounting for less than 30.0% of total market revenue. This fragmentation, driven by low barriers to entry, provides the basis for strong competition among both established players and new entrants. Buyers can leverage this dynamic to secure competitive pricing, explore specialized or innovative providers, and mitigate supplier lock-in risk by regularly benchmarking and switching suppliers as business needs evolve.
What factors affect the price of Online Market Research Services?
The level of targeting used for survey responses increases the cost of online market research services because surveys with more specific target demographics require more advanced distribution methods and typicallly have lower usable response rates. For example, a survey with screening questions for repondents in a particlar geographic area will first need to target only respondents located the the relevant region and will only use a fraction of the responses based on information revealed by the respondents throught the screening quesitons, increasing the cost per usable response.
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