As a business, you need to ask yourself how big your target market is. But identifying that market is difficult, if not impossible. That’s where the largest research companies come in. They know the inside scoop on all aspects of the largest markets in the world, and this information can be used to determine just how large your target market is. Once you have that information, it’s time to start looking for customer research incentives.

Market Research Agency

a business with a team of researchers and support staff that provides clients with market research services. An agency may provide qualitative research, quantitative research, or both, with consulting services, workshop facilitation, and other services becoming more common. The size of an agency can range from one or two people to several hundred, but qualitative specialist agencies are typically at the smaller end of this spectrum.

Types of Market Research Companies

Companies that conduct market research can be big corporations, small businesses, or companies that focus on particular products. Instead of based on the market research projects they carry out, these businesses are typically categorized based on the clients they accept.

1) Syndicated market research firm: These businesses examine the needs of the market before preparing their reports. Instead of being for particular companies, these research reports are for the general market.

2) Firms that specialize in custom market research offer clients individualized market analyses based on their needs.

3) a company that specializes in market research falls into this category. Such businesses are engaged in a thorough examination of the unique requirements of the client, such as when conducting market feasibility studies for an upcoming pilot product launch.

4) Online market research companies are thought to be helpful for bloggers, e-commerce portals, and online marketers. They conduct online research while also connecting brands and website owners with their ideal customers.

By using this online analysis, website owners can improve their current product lines, rank highly in search engines, and comprehend the essence of their brands in the online community. For example, brands are emulating the “trends” exhibited by popular websites like Twitter and Facebook.

What is the Largest Market Research Company?

What is the Largest Market Research Company

1) Nielsen

Global measurement and data analytics services are provided by Nielsen, an S&P 500 company. It asserts that through its services, more than 90% of the global GDP and population are covered.

The services offered include marketing and media knowledge, analytics, retailer and manufacturer expertise, and knowledge of what consumers read, watch, and listen to as well as where and how they shop. The CPG, media, and advertising industries account for the majority of the company’s clientele.

  • Headquarters: United States, New York
  • Established in 1923
  • 46,000 employees between 2018 and 2019.

Core Services: Consumer Purchasing Measurement & Analytics; Media Audience Measurement & Analytics; Measurement and Data Analytics. While the latter includes the crucial activities of Planning, Activation, Audience Measurement, and Advertising Effectiveness, the former includes Retail Measurement Services, Consumer Panel Measurement, and Analytical Services.

Revenues: USD 6.5 billion in 2018 and 2019.

NBC Universal/Comcast Corporation, Nestle S.A., The Coca-Cola Company, Twenty-First Century Fox, The Procter & Gamble Company, and the Unilever Group are some of the company’s top clients.

the Nielsen website


IMS Health and Quintiles merged to create IQVIA, a company that specializes in human data science and serves the life sciences sector. Through the use of its IQVIA CORE solution, the company has been able to integrate data, analytics, domain knowledge, and technology, giving its clients access to a deeper understanding of human behavior, diseases, and scientific developments.

  • North Carolina and Connecticut, USA, serve as the headquarters.
  • Established in 2016
  • 58,000+ employees as of 2018; 67,000 (2019)

Core Services: Contract Sales & Medical, Technology & Analytics, and Research & Development Solutions. Platforms for technology, analytics and consulting services, and information offerings are all included in the Technology & Analytics Solutions offerings.

Technology and analytics solution revenues: USD 4.1 billion in 2018; USD 4.5 billion in 2019. (2019)

Customers: The business provides services to other life sciences businesses in the pharmaceutical, consumer health, device and diagnostic, and biotechnology sectors. According to revenue, almost all of the top 100 global biotechnology and pharmaceutical companies are its clients.

Noble Analytics & Consulting, Minerva Surgical, PatientPoint, Young & Ellison LLC, Providence Health and Services, Nova Biomedical, and Georgetown University are a few of the clients mentioned.

Online: IQVIA

3) Kantar

A WPP subsidiary, Kantar is a provider of data, insights, and consulting services. With research solutions ranging from in-depth qualitative research expertise to the most recent AI-based technology, the company offers its services across the entire lifecycle of sales and marketing.

All of Kantar’s legacy brands, including Kantar Consulting, Kantar IMRB, Kantar Health, Kantar Media, Kantar Public, Kantar Millward Brown, Kantar Worldpanel, Kantar TNS, and Lightspeed, were combined into Kantar in April 2019. This included all of the company’s country-specific brands. Furthermore, as of December 31, 2019, the WPP group had discontinued its operations after selling Bain Capital a 60% stake in Kantar.

  • Office location: London, UK
  • Established in 1993
  • 30,000 employees in 2018 and 2019.

Core Services: Consumer Panels, Data Solutions, Managed Services, Panels & Audiences, DIY Solutions, Virtual Reality, Eye Tracking, and Behavioral Sciences are just a few examples of research capabilities.

3.4 billion USD in revenues in 2018; 3.0 billion USD in 2017. (2019)

Customers: More than half of the Fortune 500 companies are served by Kantar. Diageo, Volkswagen, Unilever, SAB Miller, PepsiCo, and the European Commission are a few of them.

Kantar’s website

What is the Largest Market Research Company

4) Gartner

The company offers research and analysis solutions to the communications, computer software, hardware, and related information technology industries as an S&P 500 member.

The company research services are provided through a subscription-based model that includes data and benchmarks, direct access to a network of 2,300 research experts located all over the world, on-demand access to published research content, and published research content on demand.

  • Headquarters: United States, Connecticut
  • Established in 1979
  • 15 172 employees as of 2018; 16 724 (2019)

Research, conferences, and consulting are the three main services. Clients can access reports, briefings, access to the company’s research experts, proprietary tools, peer networking services, and membership programs as part of its research service.

Revenues: US$3.1 billion (2018); US$3.4 billion (research segment) (2019)

Clientele: 73% of the Global 500 companies are served by Gartner. It provides services to more than 15,600 different businesses in more than 100 nations, including Coca-Cola Bottling Company United.

Gartner’s website


Ipsos is a market research firm that provides services in social, media, public opinion, marketing, and advertising.

  • Headquarters: France’s Paris
  • Established in 1975
  • personnel: 18,130

Brand Health, Creative Excellence, Clinics & Mobility Labs, Innovation, Ipsos MMA, Ipsos UU, Market Strategy & Understanding, Social Intelligence Analytics (excluding pharma and the public sector), Observer, Customer Experience, Mystery Shopping, Market Measurement, Quality Measurement, Retail Performance, Audience Measurement, ERM, Media Development, Corporate Reputation, Public Affairs, and quantitative and qualitative research services for the pharmaceutical industry are among the company’s core services.

2.1 billion USD in revenues in 2018; 2.2 billion USD in 2019. (2019)

Clients: A few of the clients are Zillow, Clorox, Ad Council, and Budweiser.

Ipsos’s website

6) GfK

An organization called GfK conducts consumer response tests, offers data and analyses of consumer purchasing patterns, and monitors retail sales information for consumer technology products.

It has been able to offer one of the biggest retail panels in the world for technical consumer goods as well as user experience (UX) design and research for a variety of devices and interfaces.

Customer Experience, Experience Innovation, Health, and Public Affairs, four global divisions of GfK’s custom research business, were acquired by Ipsos as of October 2018.

  • Headquarters: Germany’s Nuremberg
  • Established in 1934
  • personnel: over 13,000
  • Income: US$1.6 billion (2018)

GfK’s website

7) IRI

Information Resources, Inc. (IRI) works with media, CPG, retail, OTC healthcare, and other businesses to offer big data and predictive analytics solutions. The business asserts that it serves 95% of the Fortune 100 list’s CPG, health and beauty, and retail businesses.

  • Headquarters: United States, Illinois
  • Established in 1979
  • 5,000 workers
  • Sales of US$1.2 billion (2018)

Online: IRI

What is the Largest Market Research Company

8) Dynata

First-party data supplied by consumers and business people is offered by Dynata. According to the company, it is one of the biggest suppliers of technology-based research solutions and online panel data based on consented-to information.

Research Now and SSI merged to form the business in December 2017, and in January 2019 it changed its name to Dynata.

  • Texas, USA, serves as the headquarters.
  • Established in 1999
  • 5,000 workers
  • Dollars 0.509 billion in receipts (2018)

Dynata, the website

9) Westat

To assist clients in achieving better results in the areas of health, social policy, education, and transportation, Westat provides research services. Westat conducts research on a variety of topics, including medical costs, employment, science, and earnings.

  • Headquarters: United States, Maryland
  • Established in 1963
  • Employed: about 2,000 (only HQ)
  • Dollars 0.506 billion in receipts (2018)

Westat’s website

10) Intage

Based on data from custom research and panel research, Intage provides marketing research services, marketing system solutions, and consulting services. The company’s main customers are businesses that provide consumer goods, service providers, and governmental organizations.

  • Headquarters: Japan’s Tokyo
  • Established in 1960
  • Personnel: 2,829
  • Income: US$0.489 billion (2018)

Web address: Intage

Top Market Research Companies in Usa

What is the Largest Market Research Company
  1. Nielsen** was founded in 1923.

U.S. revenue for 2019: $3,875 million
Change in percentage from 2018: 1.6%
Revenue outside the US in 2019: $2,623 million
% from outside the United States: 40.4%
Global revenue for 2019: $6,498 million
10 300 American workers

A comprehensive and reliable view of consumers and markets around the world is provided by Nielsen, a global measurement and data analytics company. The two business units that make up Nielsen are Nielsen Global Media and Nielsen Global Connect.

With the help of Nielsen Global Media, clients in the media and advertising sectors can expand and succeed in the $600 billion global advertising market because Nielsen Global Media offers unbiased and trustworthy metrics that foster the industry-wide understanding necessary for markets to operate. In order to maximize results, Nielsen Global Media works with clients to pinpoint exactly who they want to reach. To ensure a more functional market for the industry, the company’s cross-platform measurement strategy combines the best of TV and digital measurement.

  1. IQVIA* ** Established in 2016

U.S. revenue for 2019: $2,220 million
Change in percentage from 2018: 8.6%
$2,166 million in non-U.S. revenue for 2019; 49.4% of total non-U.S. revenue
Global revenue for 2019: $4,386 million
US personnel: 6,000

IQVIA is an international provider of data, cutting-edge technological solutions, and contract research services dedicated to assisting healthcare clients in finding better patient-centered solutions. By applying the analytical rigor and clarity of data science to the constantly expanding field of human science, IQVIA, which was created through the 2016 merger of Quintiles and IMS Health, enables businesses to reimagine and develop novel approaches to clinical development and commercialization, speed innovation, and accelerate improvements in healthcare outcomes.

  1. Gartner Research** was established in 1972.

U.S. revenue for 2019: $1,800 million
Change in percentage from 2018: 4.7%
Revenue from outside the United States in 2019 was $1,474,5 million, or 45% of total revenue.
Global revenue for 2019: $3,274.5 million
US personnel: 4,500

Through subscription services that include on-demand access to published research content, data, and benchmarks as well as direct access to a network of roughly 2,300 research experts situated all over the world, Gartner Research provides independent, unbiased advice to leaders across an enterprise. All Gartner products and services are built upon the fundamentals of Gartner Research. It develops Gartner products and services that cater to every role within an enterprise using its in-house research methodologies in conjunction with extensive connections with business and academic institutions. Gartner’s research agenda is determined by the needs of its clients, concentrating on the important problems, chances, and challenges they deal with every day. It delivers its proprietary research content directly to the client’s desktop via its website or product-specific portals, where it is presented as reports, briefings, updates, and related tools.

  1. Kantar** Established in 1993

U.S. revenue for 2019: $950 million
Change in percentage from 2018: 2.7%
$2,900 million in non-U.S. revenue was generated outside of the country in 2019.
Global revenue for 2019: $3,850 million
US personnel: 3,585

One of the biggest data, insight, and consulting firms in the world, Kantar brings together some of the top research, data, and insight talent. The range of methods and tools covered by Kantar’s offer includes exit polls, neuroscience, large-scale quantitative studies, purchase and media data, as well as qualitative research that includes ethnography and semiotics.

  1. IRI, or Information Resources, Inc., was established in 1979.

U.S. revenue for 2019: $815 million
1.9% as compared to 2018.
Non-U.S. revenue for 2019: $510 million
% from outside the United States: 38.5%
Global revenue for 2019: $1,325 million
US personnel: 3,639

IRI is a top provider of big data, predictive analytics, and futuristic insights that support the expansion of businesses in the consumer packaged goods, over-the-counter healthcare, retail, financial services, and media industries. A series of significant external factors, including a shift in consumer purchasing patterns, the maturation of big data, advanced analytics, and personalized consumer activation, are causing a seismic shift in the factors that determine success across all industries. IRI is enabling the personalization revolution by leveraging the largest repository of purchase, media, social, causal, and loyalty data, all integrated on an on-demand, cloud-based technology platform. IRI supports its more than 5,000 clients globally in their efforts to stay relentlessly relevant, gain market share, connect with customers, work with important stakeholders, and produce market-leading growth.


Being a Market Research Company can offer a variety of benefits to your business. The largest markets for research are in North America and Europe, where there is a high demand for market research services. In addition, the Middle East and Africa are growing markets for research, which offers opportunities for companies looking to expand their reach into those regions. With these Markets in mind, it’s important to consider which markets are most interested in your product or service and focus your efforts there.

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