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.