Market research industry - statistics & facts

The global revenue of the market research industry exceeded 76.4 billion U.S. dollars in 2021, growing more than twofold since 2008. In 2020, North America generated the largest share of market research revenue, representing 54 percent of the total, followed by Europe with 23 percent.

Global leaders of the market research industry include Nielsen Holdings (U.S.), Kantar (UK), IQVIA (formerly QuintilesIMS and IMS Health Holdings) (U.S.), Ipsos (France) and GfK Group (Germany). Nielsen, headquartered in New York City, was by far the largest market research company worldwide in terms of revenue in 2020. That year, the company’s revenue amounted to 6.29 billion U.S. dollars.

The most common type of quantitative research conducted globally were online surveys, which were found to comprise more than 80 percent of the quantitative research. The same survey revealed that phone, and face-to-face interviews accounted for 31 percent and 33 percent respectively. However, geography makes a considerable difference on the type of research conducted. Regarding qualitative research, mobile surveys were the most common method, making up more than a third of researches conducted in the last quarter of 2020.

Interesting statistics

In the following 3 chapters, you will quickly find the 23 most important statistics relating to "Market research industry".

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