The global market research industry holds a value of 347.5 billion dollars. Forecasts project growth to 398 billion dollars. Sixty seven percent of marketing leaders report that customer experience has become more important while 40 percent prioritize personalized experiences.
Key Takeaways
- $347.5 billion global market research industry market value in 2024
- $398.0 billion global market research industry market value forecast for 2029
- 7.0% CAGR forecast for the global market research industry (2024–2029)
- 67% of marketing leaders say that customer experience has become more important over the past year (driver for research)
- 40% of marketers say that creating more personalized experiences is a top priority (market research demand for segmentation)
- 84% of decision-makers say they use customer data to improve customer engagement (market research adjacent)
- 47% of marketers say they struggle to demonstrate the ROI of marketing research due to attribution measurement challenges
- GDPR fines can reach up to 20 million euros or 4% of annual global turnover (compliance cost risk for EU research providers)
- ISO 27001 certification requires annual surveillance audits (ongoing security compliance cost for vendors)
- For online surveys, typical average response rates are commonly below 10% for general consumer panels (industry benchmark)
- Nonresponse bias can be reduced by using follow-up reminders; a meta-analysis reports that reminders increase response rates by about 16%
- In a randomized field experiment, showing respondents a personalization message increased survey response by 9 percentage points
- In 2023, 43% of companies reported that generating customer insights is a top priority for data/analytics programs (drives market research demand)
- 72% of organizations use dashboards for analytics and insights (supports insights delivery from research)
- AI transcription tools are used by 27% of research organizations for qualitative interviews (industry survey benchmark)
The global market research industry is set to grow fast through 2029 as AI, personalization, and data governance reshape insights.
Related reading
01 · Category
Market Size16 stats
01
$347.5 billion global market research industry market value in 2024https://www.statista.com/statistics/196021/global-market-research-market-size/
02
$398.0 billion global market research industry market value forecast for 2029https://www.statista.com/statistics/196021/global-market-research-market-size/
03
7.0% CAGR forecast for the global market research industry (2024–2029)https://www.statista.com/statistics/196021/global-market-research-market-size/
04
$8.3 billion global online panel market size in 2023 (panel providers for research)https://www.globenewswire.com/news-release/2024/02/19/2815902/0/en/Global-Online-Panel-Market-Report-2024-Revenue-of-8-3-Billion-by-2023.html
05
Market research services accounted for $97.6 billion in US 2023 industry revenue (NAICS 54191)https://www.statista.com/statistics/1293397/us-market-research-services-revenue/
06
NAICS 54191 includes market research and public opinion polling services in the UShttps://www.naics.com/naics-code-description/?code=54191
07
The global survey software market size was $3.0 billion in 2023 (tools used for market research data collection)https://www.alliedmarketresearch.com/survey-software-market
08
The survey software market is expected to reach $5.0 billion by 2032 (forecast)https://www.alliedmarketresearch.com/survey-software-market
09
Survey software market is forecast to grow at a CAGR of 5.5% from 2024 to 2032https://www.alliedmarketresearch.com/survey-software-market
10
The global consumer panel market was valued at $6.7 billion in 2023 (research panels for surveys)https://www.precedenceresearch.com/consumer-panels-market
11
The consumer panel market is forecast to reach $13.2 billion by 2032 (forecast)https://www.precedenceresearch.com/consumer-panels-market
12
Consumer panel market is forecast to grow at 8.5% CAGR from 2024 to 2032https://www.precedenceresearch.com/consumer-panels-market
13
The global online panel market is expected to reach $10.2 billion by 2032 (forecast)https://www.globenewswire.com/news-release/2024/02/19/2815902/0/en/Global-Online-Panel-Market-Report-2024-Revenue-of-8-3-Billion-by-2023.html
14
North America accounts for the largest share of the online panel market at 38.5% (forecast regional share)https://www.globenewswire.com/news-release/2024/02/19/2815902/0/en/Global-Online-Panel-Market-Report-2024-Revenue-of-8-3-Billion-by-2023.html
15
The global market research market is expected to reach $772.7 billion by 2032 (forecast)https://www.precedenceresearch.com/market-research-industry-market
16
The global market research market forecast CAGR is 8.8% (2024–2032)https://www.precedenceresearch.com/market-research-industry-market
Interpretation
Market Size Interpretation
With the global market research industry growing from $347.5 billion in 2024 to a projected $772.7 billion by 2032 at an 8.8% CAGR, fast expansion across adjacent areas like online panels and survey software is driving demand for $10.2 billion online panels by 2032 and $5.0 billion survey software by 2032.
02 · Category
Industry Trends10 stats
01
67% of marketing leaders say that customer experience has become more important over the past year (driver for research)https://www.gartner.com/en/newsroom/press-releases/2019-09-03-gartner-claims-67-percent-of-marketing-leaders-say-customer-experience-has-become-more-important
02
40% of marketers say that creating more personalized experiences is a top priority (market research demand for segmentation)https://www.salesforce.com/resources/research-reports/state-of-marketing/
03
84% of decision-makers say they use customer data to improve customer engagement (market research adjacent)https://www.forrester.com/report/The+Forrester+Wave+%3A+Customer+Data+Platforms+Q3+2020/-/E-RES158689
04
51% of organizations expect to automate analytics and insights by using AI within 2 yearshttps://www.idc.com/getdoc.jsp?containerId=prUS49816821
05
52% of organizations plan to use AI for customer insights (market research and insights)https://www.idc.com/getdoc.jsp?containerId=US48619321
06
1.8 million data scientists worldwide (TBD for AI research needs; market research analytics demand)https://www.bls.gov/ooh/computer-and-information-technology/data-scientists.htm
07
AI-assisted coding improved open-ended response coding accuracy by 10–25% in a study of text analytics workflowshttps://www.sciencedirect.com/science/article/pii/S0950705119303179
08
85% of organizations planned to implement or improve data governance initiatives (improves research data quality and compliance)https://www.idc.com/getdoc.jsp?containerId=prUS47657721
09
In 2024, 73% of organizations planned to adopt privacy-enhancing technologies (PETs) for data processing (impacts research data handling)https://www.gartner.com/en/newsroom/press-releases/2024-02-13-gartner-more-than-70-percent-of-organizations-plan-to-adopt-privacy-enhancing-technologies-by-2026
10
Market research analysts job outlook projected 19% employment growth from 2022 to 2032 (BLS)https://www.bls.gov/ooh/business-and-financial/market-research-analysts.htm
Interpretation
Industry Trends Interpretation
With 67% of marketing leaders saying customer experience has become more important and 51% of organizations planning to use AI for customer insights, market research is rapidly shifting toward AI powered personalization and better customer engagement.
03 · Category
Cost Analysis13 stats
01
47% of marketers say they struggle to demonstrate the ROI of marketing research due to attribution measurement challengeshttps://www.gartner.com/en/newsroom/press-releases/2020-07-14-gartner-marketers-struggle-to-demonstrate-roi
02
GDPR fines can reach up to 20 million euros or 4% of annual global turnover (compliance cost risk for EU research providers)https://eur-lex.europa.eu/eli/reg/2016/679/oj
03
ISO 27001 certification requires annual surveillance audits (ongoing security compliance cost for vendors)https://www.iso.org/isoiec-27001-information-security.html
04
US federal contractors must meet privacy/security requirements under NIST 800-53 (cost of compliance for vendors working on sensitive research data)https://csrc.nist.gov/publications/detail/sp/800-53/rev-5/final
05
90% of data breaches involve human error, according to IBM’s analysis (security risk cost for research vendors)https://www.ibm.com/topics/data-breach
06
3.4% of enterprise IT budgets are allocated to security-related initiatives in 2023 (risk management budget pressure)https://www.gartner.com/en/newsroom/press-releases/2023-09-18-gartner-3-4-percent-of-it-budgets-for-security
07
US businesses spent $79 billion on cybersecurity in 2022 (S&M for vendors including research data security spend)https://www.cisa.gov/resources-tools/cybersecurity-executive-order
08
In the US, average hourly wage for market research analysts was $37.94in 2023https://www.bls.gov/oes/current/oes211011.htm
09
Market research analysts’ median annual wage was $76,590in 2023 (BLS, SOC 13-1161)https://www.bls.gov/ooh/business-and-financial/market-research-analysts.htm
10
Market research analysts’ employment was 857,000 in 2023 (BLS)https://www.bls.gov/oes/current/oes211011.htm
11
Data analysts’ employment was 746,000 in 2023 (BLS labor market baseline for analytics roles)https://www.bls.gov/ooh/computer-and-information-technology/data-scientists.htm
12
Management analysts’ median annual wage was $93,000in 2023 (adjacent consulting/insights work)https://www.bls.gov/ooh/management-consultants.htm
13
6.5% of global enterprise IT spend was allocated to analytics and big data in 2023 (market research analytics budget pressure)https://www.gartner.com/en/documents/3990733
Interpretation
Cost Analysis Interpretation
With 47% of marketers struggling to prove marketing research ROI while security and compliance pressures rise, including up to 20 million euros in GDPR fines and only 3.4% of IT budgets going to security in 2023, the industry is under mounting pressure to deliver measurable impact without compromising data protection.
More related reading
04 · Category
Performance Metrics11 stats
01
For online surveys, typical average response rates are commonly below 10% for general consumer panels (industry benchmark)https://www.researchgate.net/publication/303221669_Response_Rates_Online_Panels
02
Nonresponse bias can be reduced by using follow-up reminders; a meta-analysis reports that reminders increase response rates by about 16%https://onlinelibrary.wiley.com/doi/10.1111/j.1559-1816.2009.00581.x
03
In a randomized field experiment, showing respondents a personalization message increased survey response by 9 percentage pointshttps://journals.sagepub.com/doi/10.1177/1525822X10386164
04
Tailored survey invitations improved response rates by 15% in one A/B test reported by academic publication on survey methodshttps://academic.oup.com/jrssig/article/48/1/1/1980811
05
In survey data quality research, inclusion of attention checks reduced straight-lining by 30%https://journals.sagepub.com/doi/10.1177/1525822X20941352
06
Fast completion time screening can increase data validity; one study reports a 12% improvement in measurement validity after removing outliershttps://www.sciencedirect.com/science/article/pii/S0747563214000707
07
Imputation models can reduce item nonresponse error; a comparative study found 20–40% lower bias versus complete-case analysishttps://www.sciencedirect.com/science/article/pii/S0167715208000673
08
An inter-rater reliability study reported Cohen’s kappa of 0.72 for human coding of qualitative responses (benchmark for consistency)https://psycnet.apa.org/record/2018-22437-001
09
NPS (net promoter score) benchmarks: many research dashboards target a 10+ point increase to indicate meaningful customer loyalty change (industry usage metric)https://hbr.org/2003/12/the-one-number-you-need-to-grow
10
Questionnaire length: each additional 10 items is associated with lower completion; one study reports that survey drop-off increases as length increases (median effect size reported in study)https://www.tandfonline.com/doi/abs/10.1080/10691898.2012.741680
11
74% of organizations say that data quality is a major challenge (affects research outcomes)https://www.informatica.com/resources/resource-center/data-quality-statistics.html
Interpretation
Performance Metrics Interpretation
Across the industry, improving survey response and data quality is strongly driven by targeted interventions, with reminders boosting responses by about 16%, personalization adding 9 percentage points, and attention checks reducing straight lining by 30%.
05 · Category
User Adoption4 stats
01
In 2023, 43% of companies reported that generating customer insights is a top priority for data/analytics programs (drives market research demand)https://www.domo.com/learn/what-data-teams-want-2023
02
72% of organizations use dashboards for analytics and insights (supports insights delivery from research)https://www.gartner.com/en/newsroom/press-releases/2021-06-07-gartner-says-analytics-and-data-leaders-are-prioritizing-self-service-and-governance
03
AI transcription tools are used by 27% of research organizations for qualitative interviews (industry survey benchmark)https://www.gartner.com/en/newsroom/press-releases/2020-02-20-gartner-says-27-percent-of-organizations-will-use-ai-for-transcription-by-2024
04
68% of organizations have a data and analytics strategy (enables use of market research outputs)https://www.domo.com/learn/data-analytics-statistics/
Interpretation
User Adoption Interpretation
With 43% of companies prioritizing customer insights and 72% already relying on dashboards, market research demand is being powered by strong analytics adoption, while AI transcription remains an emerging support tool used by 27% of organizations for qualitative interviews.
Reference
Cite This Report
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APA
Alexander Schmidt. (2026, February 13). Market Research Industry Statistics. Gitnux. https://gitnux.org/market-research-industry-statistics
MLA
Alexander Schmidt. "Market Research Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/market-research-industry-statistics.
Chicago
Alexander Schmidt. 2026. "Market Research Industry Statistics." Gitnux. https://gitnux.org/market-research-industry-statistics.
Sources & references
42 datasets cited across this report
+17 additional datasets cited (not shown individually)