Top 10 Market Research Companies

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.