Global powerhouses in the market research industry
As the market research industry has proven itself to be a highly valuable resource in the world of business and advertising, the leading market research companies are, perhaps unsurprisingly, multi-billion dollar assets. The leading market research companies have included Kantar (UK), Gartner (U.S.), IQVIA (U.S.), Ipsos (France), and Salesforce (U.S.). Gartner was the largest market research company worldwide in terms of revenue in 2022. These global powerhouses have shown no signs of slowing down as revenues have continued to be well into their billions in 2023.Research methods
As with any line of research, the market research industry uses a variety of methods and practices to gather insights in order to improve business outcomes. The most lucrative of these research methods was online and/or mobile quantitative research in 2022, as this was the service that was contributing the most to the global revenue of market research companies. In terms of financial output, media and broadcasting had the highest spending on market research services when broken down by client's sector.What has become clear from this analysis of methods is that market research is heading in the direction of being almost exclusively online. Face-to-face interviews and collaborations have been on a steady decline over the last several years, with this process being accelerated by the COVID-19 pandemic. With the onset of artificial intelligence (AI) also looming, market research by physical human interaction may soon become a thing of the past.