Marketing Research And Analysis Services Global Market Report 2026

Marketing research is a systematic process involving the collection, recording, and analysis of both qualitative and quantitative data related to marketing products and service issues. Marketing analysis, on the other hand, is the examination of data from a company's marketing efforts to assess their effectiveness.

The main types of marketing research and analysis include quantitative and qualitative research. Quantitative research involves the systematic examination of phenomena through the collection of measurable data, utilizing statistical, mathematical, or computer methodologies. Sources in marketing research and analysis can be categorized as primary research (direct data collection) and secondary research (utilizing existing data). These activities span across various sectors, including IT services, manufacturing, financial services, construction, healthcare, and others.

Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report's Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.

Tariffs are affecting the marketing research and analysis services market by increasing costs of imported analytics software, data processing tools, cloud platforms, and research automation technologies. Firms operating in North America and Europe experience higher technology procurement expenses, while Asia-Pacific faces pricing pressure on outsourced analytics services. These factors can increase project costs and slow technology upgrades. At the same time, tariffs are encouraging development of in-house analytics platforms, regional data centers, and cost-optimized research delivery models.

The marketing research and analysis services market research report is one of a series of new reports from The Business Research Company that provides marketing research and analysis services market statistics, including marketing research and analysis services industry global market size, regional shares, competitors with a marketing research and analysis services market share, detailed marketing research and analysis services market segments, market trends and opportunities, and any further data you may need to thrive in the marketing research and analysis services industry. This marketing research and analysis services market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

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.

Marketing Research And Analysis Services Market Global Report 2026 from The Business Research Company 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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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 from the Business Research Company 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.

Scope

• Markets Covered:1) By Type: Quantitative Research; Qualitative Research
• 2) 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 Mining
• 2) 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 Segmentations: 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.
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