Market research industry - statistics & facts

The market research industry exists to aid business and organize information regarding customers and target markets, with the goal of streamlining services and aiding companies to make more informed business and political decisions. The global revenue of the market research industry exceeded 81 billion U.S. dollars in 2022, and has grown more than twofold since 2008. In 2021, North America generated the largest share of market research revenue, and represented over half of the total, followed by Europe with around one quarter of the global market share.

Major players

With an industry that has generated such a significant global revenue, the largest companies were valued as multi-billion dollar businesses over the last several years. The leading market research companies include Nielsen Holdings (U.S.), Kantar (UK), IQVIA (U.S.), Ipsos (France) and GfK Group (Germany). IQVIA was the largest market research company worldwide in terms of revenue in 2021.

Research methods

The most common type of traditional quantitative research methods globally were online surveys, used by over 90 percent of market research professionals in 2022. The same survey revealed that phone and face-to-face interviews accounted for 80 percent and 39 percent of quantitative research methods respectively. In terms of qualitative research methods, online in depth interviews were the most common method, making up more than two-thirds of this line of research conducted in 2022.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Statista Research Department, Jun 20, 2023

Key insights

Global revenue of market research companies
81.83bn USD
Annual growth of global market research revenue
10.8%
Share of global market research revenue generated by online qualitative research tools
2%
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Editor’s Picks Current statistics on this topic

Global revenue of the market research industry from 2008 to 2022 with a forecast for 2023 (in billion U.S. dollars)

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Global revenue of the market research industry 2008-2022

Services contributing the most to the global revenue of market research companies in 2022, by type of service

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Market research: research services contributing the most to revenues 2022, by type

Market share of the market research industry worldwide in 2021, by country

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Market share of the market research industry worldwide by country 2021

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