Market Research Industry

The market research industry gathers and analyzes data about markets, customers, and competitors to help organizations make informed decisions. It is worth $93.37 billion in 2025 and expected to grow to $116.02 billion by 2030. Key players include Nielsen, Kantar, IQVIA, Ipsos, and GfK. Online surveys are the most widely used research method. The industry faces competition from strategy consulting firms, in-house departments, and alternative data providers. Employment in the sector has declined due to automation and AI. Demand is rising for continuous consumer intelligence platforms that combine survey data with other sources. The industry is also impacted by economic conditions and the decline of traditional polling methods.