Discover the top 10 market research companies and their best services. From Nielsen to Kantar, get insights and analysis for your brand.
Top 10 Market Research Companies: Exploring
Here are the top 10 market research companies, along with their details, pros, cons, and best services.
1. Nielsen
Details: Nielsen is a global measurement and data analytics company providing insights into what consumers watch and buy. It operates in more than 100 countries, delivering comprehensive data and analysis to understand consumer behavior and market trends.
Pros:
- Extensive global reach
- Comprehensive data sets
- Reliable and recognized brand
- Offers a wide range of services across different sectors
Cons:
- Expensive for small businesses
- Complex data sets may require expertise to analyze
- May not be suitable for very niche markets
Best Services: Media measurement, consumer insights, audience analysis, advertising effectiveness studies, and retail measurement.
2. Kantar
Details: Kantar is a leading data, insights, and consulting company that provides data-driven insights and solutions for brands. Operating in over 90 markets, Kantar helps organizations enhance their marketing strategies through consumer understanding and market intelligence.
Pros:
- Wide range of services
- Expert consulting available
- Strong industry presence
- Offers detailed market segmentation and targeting
Cons:
- High cost, especially for customized research
- Service quality can vary by region
- May take time to deliver results for large projects
Best Services: Brand strategy, customer experience, market forecasting, consumer behavior analysis, and advertising impact assessments.
3. Ipsos
Details: Ipsos is a global market research company specializing in advertising, marketing, media, and public opinion research. With operations in around 90 countries, Ipsos provides diverse market insights and data to support business decisions.
Pros:
- Diverse research capabilities
- Strong reputation internationally
- Global reach with localized expertise
- Offers innovative research methodologies
Cons:
- Costly for smaller clients or startups
- Long turnaround times for comprehensive studies
- Can be complex to navigate their service offerings
Best Services: Social research, market understanding, opinion polling, product testing, and consumer satisfaction surveys.
4. GfK
Details: GfK is a German market research institute that has been providing data and insights into both consumer and market behavior for over 85 years. They offer a wide range of research services tailored to specific industry needs.
Pros:
- Comprehensive reports with deep insights
- Strong data analytics capabilities
- Long-standing experience in multiple industries
- Focus on both online and offline data
Cons:
- High pricing for detailed insights
- Complexity of service offerings can be overwhelming
- Short-term projects may not get as much attention
Best Services: Consumer insights, market intelligence, retail analysis, brand tracking, and ecommerce analytics.
5. IRI
Details: IRI specializes in big data, predictive analytics, and insights specifically for the consumer packaged goods, retail, and healthcare industries. Leveraging advanced data analytics, IRI helps businesses make informed decisions about their market strategies.
Pros:
- Advanced analytics and technology
- Strong focus on specific industries
- Robust, accurate data sets
- Helps drive actionable insights for marketing
Cons:
- Expensive services tailored for big corporations
- Limited to consumer goods and retail industries
- Might not be flexible for small-scale projects
Best Services: Data-driven marketing, consumer behavior analytics, predictive analytics, and performance tracking.
6. Gartner
Details: Gartner is a leading research and advisory company providing information technology-related insights and trends. Trusted for their expertise in technology, Gartner helps businesses understand and integrate the latest technological advancements.
Pros:
- Extensive industry expertise in technology and IT
- In-depth, well-researched reports
- Trusted by large enterprises and governments
- Provides strategic advice and consulting
Cons:
- High subscription costs
- Less focus on small businesses or non-tech sectors
- Reports can be dense and require expert interpretation
Best Services: IT market research, technology trends analysis, consulting, risk management, and technology vendor evaluation.
7. Euromonitor International
Details: Euromonitor International provides global market reports, data, and analysis across various industries. With a focus on objective analysis and extensive market coverage, Euromonitor helps businesses understand market dynamics globally.
Pros:
- Extensive global coverage and data collection
- Detailed market reports and industry-specific insights
- Strong focus on consumer products and services
- Accessible user interface for data extraction
Cons:
- Expensive subscription options
- Overwhelming data volume for new users
- Limited customization for niche markets
Best Services: Market reports, industry analysis, strategic planning, market sizing, and trend forecasting.
8. Forrester Research
Details: Forrester Research provides research and advisory services focusing on the impact of technology on businesses. Known for their expertise in customer experience and digital transformation, Forrester helps businesses adapt to technological changes.
Pros:
- Focus on technology impact and digital transformation
- Expert advice and consulting services
- Actionable and strategic insights
- Regular updates on market trends and disruptions
Cons:
- High cost of detailed reports and consulting
- Limited focus on non-tech industries
- Depth of reports can be dense and require expertise to interpret
Best Services: Technology research, consumer trends analysis, strategic insights, digital transformation consulting, and customer experience improvements.
9. Mintel
Details: Mintel is a global market intelligence agency providing market reports, client projects, and customized consulting. With over 45 years of experience, Mintel helps businesses understand consumer trends and behaviors to drive innovation.
Pros:
- Comprehensive research reports
- Industry-specific insights and data
- User-friendly interface for report access
- Strong focus on consumer products and innovation
Cons:
- Premium pricing for in-depth reports
- Data volume can be overwhelming for newcomers
- Custom studies may take longer to deliver
Best Services: Consumer trends analysis, product innovation insights, market forecasts, competitive analysis, and category reports.
10. comScore
Details: comScore provides digital media analytics and audience measurement for various platforms including mobile, video, and social media. They offer comprehensive insights into digital consumer behavior, helping businesses optimize their digital marketing efforts.
Pros:
- Comprehensive digital analytics and insights
- Multi-platform audience measurement
- Real-time data tracking
- Strong focus on digital and online media
Cons:
- Primarily focuses on digital media, less on offline channels
- High cost for in-depth reports and continuous tracking
- May not suit businesses with limited online presence
Best Services: Audience measurement, digital marketing analytics, media planning, and cross-platform audience insights.
Choosing the right market research company depends on your specific needs, industry, and budget. Each of these companies offers unique strengths suited to different market research requirements, enabling businesses to make informed, data-driven decisions.
Side-By-Side Vendor Comparison
| Feature | Nielsen | Kantar | Ipsos | GfK |
|---|---|---|---|---|
| Global Reach | Extensive | Extensive | Extensive | Extensive |
| Data Accuracy | High | High | High | High |
| Specialization | Media and Consumer | Media and Consumer | Market Insights | Market Insights |
| Technology | Advanced Analytics | Advanced Analytics | Advanced Analytics | Advanced Analytics |
| Pricing | $$$ | $$$ | $$$ | $$ |
| Custom Reports | Available | Available | Available | Available |
| Consulting Services | Yes | Yes | Yes | Yes |
| Mobile Access | Yes | Yes | Yes | Yes |
| Feature | IMS Health | IDC | IHS Markit | Mintel |
|---|---|---|---|---|
| Global Reach | Extensive | Extensive | Extensive | Extensive |
| Data Accuracy | High | High | High | High |
| Specialization | Healthcare | Technology Research | Information & Analytics | Consumer Markets |
| Technology | Advanced Analytics | Advanced Analytics | Advanced Analytics | Advanced Analytics |
| Pricing | $$$ | $$$ | $$$ | $$ |
| Custom Reports | Available | Available | Available | Available |
| Consulting Services | Yes | Yes | Yes | Yes |
| Mobile Access | Yes | Yes | Yes | Yes |
| Feature | Euromonitor International | Westat |
|---|---|---|
| Global Reach | Extensive | Extensive |
| Data Accuracy | High | High |
| Specialization | Market Research | Social Science Research |
| Technology | Advanced Analytics | Advanced Analytics |
| Pricing | $$ | $$ |
| Custom Reports | Available | Available |
| Consulting Services | Yes | Yes |
| Mobile Access | Yes | Yes |
Summary
- Nielsen, Kantar, and Ipsos: These companies offer extensive global reach, high data accuracy, advanced analytics, and are priced on the higher end. They all provide custom reports and consulting services, with easy mobile access.
- GfK and Mintel: Slightly more affordable, these companies still offer high data accuracy and global reach, focusing on market insights and consumer markets, respectively.
- IMS Health and IDC: These vendors specialize in healthcare and technology research, respectively, with high pricing and comprehensive service offerings.
- Euromonitor International and Westat: While Euromonitor focuses on market research, Westat specializes in social science research, both providing advanced analytics and a complete suite of services at moderate pricing.
Each company has its unique strengths, tailored to different research needs and budgets.
