While most of us groan at the mere sight of a survey invitation, the global market research industry quietly roared to a staggering $82.1 billion in revenue in 2022, driven by a digital transformation that sees online surveys now accounting for nearly half of that immense total and mobile-first approaches contributing another $12.4 billion.
Key Takeaways
- The global market research industry generated $82.1 billion in revenue in 2022
- North America's market research sector reached $28.5 billion in 2023, representing 35% of global revenue
- Asia-Pacific market research market grew by 7.2% annually from 2020-2023
- Face-to-face surveys declined to 15% of total methods in 2023 from 25% in 2019
- Online surveys comprised 62% of all data collection in 2023 globally
- Telephone surveys dropped to 8% usage rate in market research by 2023
- Global average survey response rate fell to 33% in 2023 from 40% in 2019
- Millennials respond to 2.1x more surveys monthly than Boomers in 2023
- 68% of consumers prefer short surveys under 5 minutes duration 2023
- World market research workforce totals 1.2 million professionals in 2023
- U.S. employs 152,000 market research analysts with 8% job growth projected
- Top 10 global agencies control 22% of industry revenue in 2022
- AI integration expected in 55% of surveys by 2025 per industry forecast
- Blockchain for survey data security piloted by 12% of firms in 2023
- Voice-activated surveys projected to reach 20% market share by 2027
The multi-billion dollar global survey industry continues expanding across regions and methods.
Company and Employment Data
1World market research workforce totals 1.2 million professionals in 2023
Verified2U.S. employs 152,000 market research analysts with 8% job growth projected
Verified3Top 10 global agencies control 22% of industry revenue in 2022
Verified4Kantar Group revenue from surveys hit $4.1 billion in fiscal 2023
Directional5Ipsos employs 19,000 staff across 100+ countries for survey operations 2023
Single source6Nielsen's survey division generates $3.2 billion annually as of 2023
Verified745% of market research firms are independent agencies in 2023
Verified8Average salary for survey researchers in U.S. is $81,420 per year 2023
Verified9Freelance survey specialists grew 25% to 120,000 globally since 2020
Directional1067% of companies outsource survey work to specialized firms 2023
Single source11SurveyMonkey has 1 million+ paying business subscribers in 2023
Verified12Qualtrics workforce expanded to 5,200 employees post-SAP acquisition 2023
Verified13Asia hosts 35% of global market research firms totaling 42,000 entities 2023
Verified14Entry-level survey roles require bachelor's degree in 92% of job postings 2023
Directional15Remote work adopted by 78% of survey industry professionals post-2020
Single source16Training hours per employee average 42 annually in top agencies 2023
VerifiedCompany and Employment Data Interpretation
The survey industry, it seems, is a sprawling and fragmented empire where a million-strong global army of analysts, largely freelancing and working from home, chases the billions controlled by a few giant firms, all to ask the one burning question every company is outsourcing: "What do people *actually* want?"
Emerging Trends and Technologies
1AI integration expected in 55% of surveys by 2025 per industry forecast
Verified2Blockchain for survey data security piloted by 12% of firms in 2023
Verified3Voice-activated surveys projected to reach 20% market share by 2027
Verified4VR/AR immersive surveys tested by 8% of innovative brands in 2023
Directional5Predictive analytics in survey data used by 49% of enterprises 2023
Single source6Zero-party data collection via surveys up 34% YoY in 2023
Verified7Sustainability-focused surveys increased 27% in corporate use 2023
Verified8Real-time feedback loops implemented in 61% of customer surveys 2023
Verified9Multilingual AI translation covers 95% of surveys automatically by 2024
Directional10Employee experience surveys digitized 92% across industries 2023
Single source11Neuromarketing surveys with EEG rose 18% in adoption 2023
Verified12Hyper-personalized surveys boost engagement by 40% per 2023 tests
Verified13Cloud-based survey platforms hold 73% market share in 2023
Verified14ESG reporting relies on surveys for 68% of data points in 2023
Directional15Metaverse-based survey events planned by 5% of agencies for 2024
Single sourceEmerging Trends and Technologies Interpretation
The future of surveys is a fascinatingly dystopian yet optimistic landscape where AI will probably write the questions, blockchain will guard your answers, voice assistants will nag you for feedback, and brands in the metaverse will finally ask, via hyper-personalized VR, if their ESG scores make them look fat.
Market Size and Revenue
1The global market research industry generated $82.1 billion in revenue in 2022
Verified2North America's market research sector reached $28.5 billion in 2023, representing 35% of global revenue
Verified3Asia-Pacific market research market grew by 7.2% annually from 2020-2023
Verified4Europe's market research industry valued at $22.4 billion in 2022 with a CAGR of 4.5%
Directional5The U.S. market research market size was $25.1 billion in 2023
Single source6Latin America's market research revenue hit $4.2 billion in 2022, growing 6.8% YoY
Verified7Middle East and Africa's market research sector expanded to $3.1 billion in 2023 at 5.9% CAGR
Verified8Online survey segment accounted for 45% of total market research revenue in 2023
Verified9Mobile-first surveys contributed $12.4 billion to the industry in 2022
Directional10B2B market research services grew to $35.7 billion globally in 2023
Single source11Consumer goods sector drove 28% of market research spending in 2022
Verified12Healthcare market research revenue reached $9.8 billion in 2023
Verified13Automotive industry's survey spending was $4.5 billion in 2022
Verified14Financial services allocated $7.2 billion to market research in 2023
Directional15Technology sector's market research budget hit $11.3 billion in 2022
Single source16Projected global market research growth to $121.4 billion by 2028 at 5.2% CAGR
Verified17Post-COVID recovery boosted industry revenue by 8.1% in 2021-2022
Verified18Small business segment in market research grew 12% YoY in 2023
Verified19Enterprise-level survey spending increased 9.4% to $45.2 billion in 2023
Directional20DIY survey tools market valued at $2.8 billion in 2022
Single source21The global market research industry generated $82.1 billion in revenue in 2022
Verified22North America's market research sector reached $28.5 billion in 2023, representing 35% of global revenue
Verified23Asia-Pacific market research market grew by 7.2% annually from 2020-2023
Verified24Europe's market research industry valued at $22.4 billion in 2022 with a CAGR of 4.5%
Directional25The U.S. market research market size was $25.1 billion in 2023
Single source26Latin America's market research revenue hit $4.2 billion in 2022, growing 6.8% YoY
Verified27Middle East and Africa's market research sector expanded to $3.1 billion in 2023 at 5.9% CAGR
Verified28Online survey segment accounted for 45% of total market research revenue in 2023
Verified29Mobile-first surveys contributed $12.4 billion to the industry in 2022
Directional30B2B market research services grew to $35.7 billion globally in 2023
Single source31Consumer goods sector drove 28% of market research spending in 2022
Verified32Healthcare market research revenue reached $9.8 billion in 2023
VerifiedMarket Size and Revenue Interpretation
While the world spent over $80 billion last year to ask people what they want, the most expensive survey response might simply be a reminder that everyone, everywhere, is desperately trying to figure everyone else out.
Respondent Participation
1Global average survey response rate fell to 33% in 2023 from 40% in 2019
Verified2Millennials respond to 2.1x more surveys monthly than Boomers in 2023
Verified368% of consumers prefer short surveys under 5 minutes duration 2023
Verified4Incentive usage boosted response rates by 19% on average in 2022 studies
Directional5Female respondents 12% more likely to complete customer satisfaction surveys 2023
Single source641% dropout rate occurs at first open-ended question in online surveys 2023
Verified7Gen Z participation in paid surveys averaged 4.3 hours monthly in 2023
Verified876% of respondents abandon surveys due to repetitive questions 2023
Verified9Privacy concerns cause 29% of potential respondents to decline surveys 2023
Directional10Mobile users complete 1.5x more surveys when optimized in 2023 data
Single source1162% of panel members participate in 5+ surveys per quarter globally 2023
Verified12Urban respondents 18% more engaged than rural in online surveys 2023
Verified1353% prefer anonymous surveys for honest feedback on sensitive topics 2023
Verified14Average time spent per survey response is 11.4 minutes in 2023 B2C
Directional1537% higher completion from gamified surveys vs standard formats 2023
Single sourceRespondent Participation Interpretation
Survey fatigue is real—we're all drowning in questions—but the data shows we can fight back by respecting people's time with short, optimized, and engaging surveys that don't ask the same thing twice and occasionally offer a little reward for the trouble.
Survey Methodologies
1Face-to-face surveys declined to 15% of total methods in 2023 from 25% in 2019
Verified2Online surveys comprised 62% of all data collection in 2023 globally
Verified3Telephone surveys dropped to 8% usage rate in market research by 2023
Verified4Mixed-mode surveys rose to 22% adoption in 2022 for higher accuracy
Directional5Email surveys achieved 32% response rate average in B2B studies 2023
Single source6Paper-based surveys now under 3% of total industry usage in 2023
Verified7Voice-of-Customer (VoC) surveys used in 78% of enterprises in 2023
Verified8NPS surveys conducted quarterly by 65% of Fortune 500 companies in 2022
Verified9Longitudinal panel surveys grew 15% in usage for tracking trends 2023
Directional10AI-assisted survey design implemented in 41% of agencies by 2023
Single source11Mobile web surveys had 89% completion rates vs 76% desktop in 2023 tests
Verified1272% of surveys now include open-ended questions for qualitative depth in 2023
Verified13Video response surveys adopted by 28% of brands for richer insights 2023
Verified1455% of researchers use branching logic in surveys to improve relevance 2023
DirectionalSurvey Methodologies Interpretation
The survey industry has become a digital fortress where email battles B2B indifference, AI plays architect to our curiosities, and we cling to open-ended questions like life rafts in a sea of data, all while the lonely landline and paper form fade into nostalgic artifacts.
Sources & References
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