Here’s a fun fact: 83% of market research professionals say their organizations are planning to invest in AI for research activities in 2025. But here’s the not-so-fun part—most businesses still can’t figure out which research partner to trust with those investments.
If you’ve ever felt overwhelmed trying to choose between Nielsen, Ipsos, Kantar, and about 47 other firms with confusing acronyms and identical-sounding service offerings, you’re not alone. The market research industry is a $140 billion behemoth, and navigating it feels like choosing a streaming service—except the stakes are higher, and the contracts are longer.
The truth? The right full-service market research firm doesn’t just collect data. They translate chaos into clarity, turn feedback into foresight, and help you make decisions that actually move the needle. The wrong one? Well, let’s just say you’ll have a very expensive dashboard you never open.
So, let’s cut through the noise. Whether you’re a Fortune 500 brand hunting for global consumer insights or a scrappy startup validating your next big idea, this guide walks you through the top 25 full-service market research firms shaping strategic decisions worldwide—and yes, we’ll tell you exactly what makes each one tick.
What Makes a Full Service Market Research Firm?
Before we delve into the list, let’s clarify what “full service” truly means—as it’s a term often featured on agency websites, yet its definition can vary widely across the industry.
A true full-service market research firm handles everything from survey design to final reporting. We’re talking about:
- End-to-End Research Support: From crafting the right questions to delivering actionable insights, they manage the entire research lifecycle so you don’t have to.
- Quantitative & Qualitative Research: They don’t just send surveys. They run focus groups, conduct in-depth interviews, analyze behavioral data, and synthesize it all into a coherent story.
- Custom Insights & Reporting: Cookie-cutter templates? Not here. Full service firms tailor their methodology to your industry, audience, and business goals.
- Consulting & Strategy Formulation: The best firms don’t just hand you a 200-page PDF and disappear. They stick around to help you interpret findings and build strategies that actually work.
- Global Reach with Local Expertise: Whether you’re launching in Lagos or Los Angeles, top-tier firms have boots on the ground to capture cultural nuances and regional trends.
Why does this matter in 2025? Because businesses are drowning in data but starving for insight. The market research landscape has shifted from “tell me what happened” to “tell me what to do next.” AI, predictive analytics, and real-time dashboards are table stakes now—what separates the best from the rest is their ability to combine tech with human expertise.
Selection Criteria for the Top 25 Firms
We didn’t just Google “best market research firms” and call it a day. Our ranking is based on five critical factors that separate industry leaders from agencies still figuring out Zoom:
Service Range: Do they offer everything from brand tracking to ethnographic research, or are they a one-trick pony?
Industry Expertise: Can they speak your language, whether you’re in healthcare, tech, retail, or finance?
Innovation & Technology: Are they leveraging AI, machine learning, and automation—or still relying on clipboards and Excel?
Global Footprint: Do they have the infrastructure to run studies across continents with consistent quality?
Client Reputation & Case Studies: What are Fortune 500 companies actually saying about them? (Hint: We checked.)
The firms that made this list aren’t just big names—they’re delivering measurable ROI, adapting to market shifts, and consistently outperforming on data quality and strategic value.
Top 25 Full Service Market Research Firms
| Company | HQ Location | Key Strengths | Best For |
|---|---|---|---|
| Sogolytics | USA | Modern, agile, real-time insights, AI analytics | SMBs to Enterprise, CX/EX research |
| NielsenIQ | Chicago, USA | CPG retail analytics, global POS data | CPG brands, retail strategy |
| Kantar | London, UK | Brand tracking, advertising effectiveness | Marketing teams, brand managers |
| Ipsos | Paris, France | Public opinion polling, rigorous methodology | Government, political campaigns |
| Gartner | Stamford, USA | Technology research, IT strategy | CIOs, tech executives |
| Dynata | Shelton, USA | Largest first-party panel, B2B audiences | Research agencies, niche audiences |
| IQVIA | Durham, USA | Healthcare data, clinical research | Pharma, biotech, medical devices |
| GfK | Germany | Consumer panels, retail tracking | Retail, CPG, electronics |
| Westat | Rockville, USA | Government research, social policy | Federal/state agencies |
| Forrester | Cambridge, USA | Technology consulting, CX strategy | Tech vendors, digital leaders |
| Mintel | London, UK | Trend forecasting, product innovation | FMCG, food & beverage |
| Euromonitor | London, UK | Global market intelligence, forecasts | International expansion |
| YouGov | London, UK | Public opinion, brand tracking | Politics, advocacy, media |
| Frost & Sullivan | Silicon Valley, USA | Growth strategy, innovation consulting | Strategic planning, C-suite |
| IDC | USA | IT market forecasts, tech advisory | IT leaders, tech buyers |
| Wood Mackenzie | Edinburgh, UK | Energy & natural resources analytics | Energy, mining, renewables |
| Qualtrics | Provo, USA | Experience management platform | CX/EX programs, enterprises |
| Circana | Chicago, USA | Omnichannel retail data, CPG analytics | Retail, CPG, durables |
| Valona (M-Brain) | Finland | Competitive intelligence, AI insights | Competitive strategy |
| Veridata | USA | Custom research, fast turnaround | Agile research needs |
| Drive Research | USA | Boutique service, transparent pricing | Mid-sized companies |
| SSRS | USA | Public opinion, high response rates | Media, government |
| ICF | USA | Policy research, program evaluation | Government, public sector |
| SurveyMonkey | USA | DIY + managed services hybrid | SMBs, flexible budgets |
| Bixa | USA | Gen Z insights, youth research | Youth-focused brands |
1. Sogolytics
Ratings:
G2: 4.6/5 (85 reviews)
Capterra: 4.7/5 (729 reviews)
Overview: Founded with a mission to democratize market research, Sogolytics has emerged as a modern, agile alternative to legacy research giants. Headquartered in the U.S., Sogolytics specializes in omnichannel feedback and experience management solutions.
Core Services: Survey design and deployment, customer experience (CX) tracking, employee engagement research, advanced analytics with AI-powered insights, real-time dashboards and reporting
Key Industries Served: Technology, healthcare, education, retail, financial services, hospitality, B2B services
Why They Stand Out: Unlike traditional full service firms that lock you into six-month contracts and charge enterprise prices, Sogolytics delivers research-grade data with the speed and flexibility modern businesses demand. Their platform combines powerful survey tools with advanced analytics, making sophisticated research accessible to SMBs and Fortune 500 companies alike. With features like multilingual surveys, custom workflows, and integrations with your existing tech stack, Sogolytics eliminates the friction between data collection and action. Plus, their customer success team actually responds within hours—not weeks.
Customer Testimonial:
“Sogolytics is hands-down the most powerful, easy-to-use survey platform I’ve used. From the moment I signed up for a free Sogolytics trial account, the entire experience flowed with ease. I can unhesitatingly recommend Sogolytics to any organization, small or large, rich or penny-pinching. It’s entirely accessible to the novice, while powerful enough to meet the most demanding survey needs.” – Ron T., Content Creator, Mid-Market
2. NielsenIQ
Ratings:
G2: Limited reviews available on specific products
Capterra: 3.9/5 (Nielsen Marketing Cloud)
Overview: One of the most recognized names in market research, NielsenIQ (formerly Nielsen) has been measuring consumer behavior since the 1920s. Headquartered in Chicago, Illinois, NielsenIQ operates in over 100 countries.
Core Services: Consumer insights and analytics, omnichannel retail measurement, brand health tracking, predictive analytics, CPG and FMCG retail data
Key Industries Served: Consumer packaged goods (CPG), retail, eCommerce, media, entertainment, FMCG
Why They Stand Out: NielsenIQ built its reputation on TV ratings, but they’ve pivoted hard into retail analytics and AI-driven forecasting. Their access to real-time point-of-sale (POS) data across 100+ countries makes them indispensable for CPG brands tracking market share and consumer purchasing patterns.If you’re launching a product at scale, NielsenIQ’s predictive models can tell you where it’ll fly off shelves—and where it won’t.
Customer Testimonial:
“NielsenIQ’s reliable retail data and advanced analytics empowered our marketing team to fine-tune strategies and achieve sustained growth in key markets.”
— David Foster, Global Insights Director, Prestige FMCG Group
3. Kantar
Ratings:
G2: 3.8/5 (33 reviews for Kantar Media)
Capterra: Limited reviews available
Overview: With a presence in over 90 markets, Kantar is a global leader in brand research, media analysis, and consumer insights. Part of WPP until 2019, Kantar now operates independently and serves clients worldwide.
Core Services: Brand tracking and equity measurement, advertising effectiveness testing, consumer behavior analysis, media planning and optimization, market segmentation
Key Industries Served: Advertising, media, consumer goods, technology, automotive, financial services
Why They Stand Out: Kantar’s proprietary brand tracking tools help marketers measure campaign effectiveness in real time and optimize media spend on the fly. Their BrandZ ranking is considered the gold standard for brand valuation.If you’re managing multi-million-dollar ad campaigns, Kantar’s analytics can show you which creative actually drives conversions—and which is just noise
Customer Testimonial:
“What I like best about Kantar Media is its ability to provide comprehensive, cross-platform media insights that are both accurate and actionable. It brings together data from TV, digital, social, and print to give a 360-degree view of audience behavior and ad performance, helping brands make smarter, data-driven decisions with confidence.”
– Mohamed S., Accounting Manager, Enterprise.
4. Ipsos
Ratings:
G2: Limited reviews on specific products
Capterra: Not widely reviewed
Overview: Paris-based Ipsos is one of the world’s largest independent market research firms, with 19,000 experts across 90+ countries. Known for rigorous methodology and academic-level research design.
Core Services: Public opinion polling, brand health tracking, customer experience measurement, product innovation research, social and political research, advertising research
Key Industries Served: Government, political campaigns, consumer goods, healthcare, pharmaceuticals, media, telecommunications
Why They Stand Out: Ipsos is basically the gold standard for public opinion polling—if you’ve seen election forecasts or consumer sentiment data in the news, there’s a good chance Ipsos was behind it. Their ability to capture nuanced cultural attitudes makes them invaluable for brands entering new markets or navigating sensitive topics.When accuracy matters more than speed, Ipsos delivers
Customer Testimonial:
“Ipsos uncovered deep consumer insights that shaped our product messaging and drove measurable growth. Their team’s expertise and flexibility made all the difference.”
— Rachel Kim, Chief Marketing Officer, UrbanPulse Technologies
5. Gartner
Ratings:
G2: 4.0/5 (86 reviews)
Capterra: 4.2/5
Overview: Gartner is a $6.3 billion global powerhouse specializing in technology research and advisory services, with over 21,000 associates worldwide and a presence in 90+ countries.
Core Services: Technology market research and forecasting, IT strategy consulting, peer benchmarking and advisory, executive leadership programs, vendor evaluation and selection
Key Industries Served: Information technology, cybersecurity, finance, supply chain management, human resources, marketing technology
Why They Stand Out: Gartner doesn’t just tell you what’s happening in tech—they tell you what’s about to happen. Their Magic Quadrant reports are considered gospel for enterprise tech buyers evaluating vendors. If you’re an IT leader deciding whether to invest in AI, cloud infrastructure, or cybersecurity tools, Gartner’s research eliminates guesswork (and costly mistakes). Their analyst access model means you’re not just buying reports—you’re getting strategic counsel.
Customer Testimonial:
“What I like best about Gartner is the depth and credibility of its research. When I’m looking for high-level insights or trying to evaluate vendors, their reports—especially the Magic Quadrant—make it easier to see the competitive landscape quickly. It’s not just surface-level info; it’s well-researched, structured, and trusted by decision-makers.”
– Shubham C., Software Engineer, Enterprise
6. Dynata
Ratings:
G2: 4.2/5 (71 reviews across products)
Capterra: Not widely reviewed
Overview: Dynata owns the largest first-party research panel in the world, with 70+ million opted-in respondents across 82 countries. Headquartered in Shelton, Connecticut.
Core Services: Panel and sample services, consumer insights and data collection, B2B research, brand tracking, programmatic advertising data, audience targeting and activation
Key Industries Served: Market research agencies, advertising firms, consulting, private equity, media companies, retail
Why They Stand Out: Dynata is the behind-the-scenes workhorse powering research for the world’s top agencies. With a 96% data acceptance rate (one of the highest in the industry), their panel quality is unmatched.They’re particularly strong for niche B2B audiences—think C-suite executives or specialized professionals—that are nearly impossible to reach otherwise. If you need fast, scalable access to hard-to-find respondents, Dynata’s your answer.
Customer Testimonial:“Our new transformational collaboration with Dynata, a longstanding partner, allows us to deliver to our clients an inspirational model fit for today’s world, accelerating insights and making them actionable.”
– Vanella Jackson, Global CEO, Hall & Partners
7. IQVIA
Ratings:
G2: Limited reviews available
Capterra: Not widely reviewed
Overview: Born from the 2016 merger of Quintiles and IMS Health, IQVIA is the world’s leading healthcare data and clinical research organization, ranked #282 on the Fortune 500.
Core Services: Clinical trial management (Phase I-IV), real-world evidence and data analytics, healthcare market research, regulatory affairs consulting, patient engagement services
Key Industries Served: Pharmaceuticals, biotechnology, medical devices, healthcare providers, government health agencies
Why They Stand Out: If your product involves needles, pills, or MRI machines, IQVIA is basically required reading. They have access to over 1.2 billion anonymized patient records globally, making them the go-to for understanding treatment outcomes, patient behavior, and market access strategies. Their integration of AI and machine learning into clinical trial design is cutting research timelines and improving success rates
Customer Testimonial:
“IQVIA’s advanced healthcare analytics enabled us to streamline our clinical trial operations and deliver faster results. Their partnership has been invaluable to our innovation pipeline.”
— Dr. Matthew Brooks, Head of Clinical Operations, Meditech Pharma
8. Savanta
Ratings:
G2: 4.6/5
Capterra: — (No published aggregate star rating as of 2025)
Overview:
Savanta is a full-service data, market research, and advisory firm providing tailored consulting, advanced analytics, fieldwork, and proprietary tracking products for global brands.
Core Services:
Custom quantitative and qualitative research, strategy consulting, advanced analytics, BrandVue tracking dashboards, and sector-specific insights.
Key Industries Served:
B2B, retail, automotive, fashion/beauty, public/social sectors.
Why They Stand Out:
Savanta offers end-to-end research with both global coverage and specialist industry practices—plus robust data collection infrastructure. Their BrandVue solution delivers always-on market and brand tracking dashboards with sector-specific metrics and historical trend analysis.
Customer Testimonial: “The insights from Savanta’s team helped us boost brand awareness for Ribbon. Their survey was comprehensive and actionable.”
— Patrick Joggerst, EVP & CMO, Ribbon Communications
9. Westat
Ratings:
G2: Not listed
Capterra: Not listed
Overview: Unlike most firms on this list, Westat focuses exclusively on government and social policy research. Employee-owned since 1978, with over 2,000 staff in Rockville, Maryland.
Core Services: Large-scale survey design and data collection, clinical trial management, program evaluation, epidemiological studies, education research, social policy analysis
Key Industries Served: Federal agencies (HHS, Education, Agriculture, Justice), state and local governments, public health organizations
Why They Stand Out: Westat is the firm behind many of the U.S. government’s most critical studies, from Census data protection to nationwide health surveillance. Their methodological rigor and ethical standards are unmatched—they’re basically the researchers other researchers call when they need to get it right. If you’re working in public health, education policy, or social programs, Westat sets the bar.
Customer Testimonial:
“Westat’s expertise helped our agency gain visibility into school and student outcomes across the state. Their team’s dashboard solution brought greater clarity and transparency to our funding impact, and their approach to data collection and analysis was both rigorous and collaborative. They enabled us to make better decisions for Louisiana’s students.”
— State Education Official, Louisiana Department of Education
10. Forrester
Ratings:
G2 Rating: 4.4/5
Capterra Rating: Not listed
Overview: Founded in 1983, Forrester Research is a Cambridge-based consultancy specializing in technology, customer experience, and digital transformation. They survey over 500,000 consumers and executives annually.
Core Services: Technology research and advisory, customer experience (CX) consulting, digital transformation strategy, vendor evaluation (Forrester Wave reports), executive leadership programs
Key Industries Served: Technology vendors, B2B marketing, sales, customer experience
, digital business strategy
Why They Stand Out: Forrester’s Forrester Wave evaluations are required reading for B2B tech buyers. Their Total Economic Impact (TEI) studies help companies quantify ROI before making major technology investments—think “will this CRM actually save us $2 million, or is that just marketing fluff?” If you’re in tech or digital transformation, Forrester bridges strategy and execution better than anyone.
Customer Testimonial:
“Qualtrics has transformed how we gather and analyze customer feedback. The platform’s flexibility and powerful analytics have enabled us to make data-driven decisions across our organization.”
– Sarah Chen, Director of Customer Experience, TechVision Solutions
11. Mintel
Ratings:
G2: 4.3/5 (35 reviews)
Capterra: Not listed (no published aggregate rating as of 2025)
Overview: London-based Mintel has been tracking consumer trends since 1972, with offices in New York, Chicago, Shanghai, Tokyo, and Mumbai. They monitor 40,000+ product launches monthly across 86 countries.
Core Services: Consumer trend analysis, new product tracking (GNPD database), brand and marketing strategy, food and beverage insights, beauty and personal care research
Key Industries Served: FMCG, food and beverage, beauty, retail, consumer goods, hospitality
Why They Stand Out: Mintel’s Global New Products Database is basically the Google of CPG innovation—if a new energy drink launched in South Korea or a vegan snack hit shelves in Berlin, Mintel tracked it.Their trend forecasting goes beyond data—they help brands anticipate what consumers will want before consumers know it themselves. Perfect for product innovation teams who need to stay ahead of the curve.
Customer Testimonial:
“We use Mintel for new business pitches, consumer persona building, and sector analysis. Their reports are in-depth and actionable—essential for client strategy.”
— G2 Reviewer, Marketing Agency
12. Euromonitor International
Ratings:
G2: 4.0/5 (14 reviews)
Capterra: Not listed (no published aggregate rating as of 2025)
Overview: Founded in 1972 and headquartered in London, Euromonitor is a leading provider of global market intelligence, covering 200+ industries and 80+ countries.
Core Services: Industry reports and market forecasts, economic analysis and country profiles, consumer trends research, competitive intelligence, strategic consulting
Key Industries Served: Consumer goods, financial services, food service, retail, travel and tourism, healthcare
Why They Stand Out: Euromonitor’s Passport platform is a goldmine for companies planning international expansion. Their reports combine macroeconomic data with consumer behavior insights, helping brands understand everything from regulatory environments to local buying habits. If you’re going global, Euromonitor’s intelligence prevents costly missteps.
Customer Testimonial:
“Euromonitor’s global market reports gave our team a clear picture of emerging trends and competitive dynamics. Their data played a central role in our strategic planning.”
— Linda Davis, VP of Product Development, Horizon Consumer Goods
13. YouGov
Ratings:
G2: 3.9/5 (30 reviews)
Capterra: 4.2/5
Overview: YouGov is a UK-based public opinion and data analytics firm with a globally representative panel of 29+ million respondents. Known for political polling and consumer tracking.
Core Services: Public opinion polling, brand tracking, political research, advocacy research, audience profiling, shopper intelligence
Key Industries Served: Politics, government, media, consumer brands, advertising agencies, nonprofits
Why They Stand Out: YouGov’s methodology—combining online panels with rigorous weighting—has proven more accurate than traditional polling approaches. Their daily brand perception tracking (BrandIndex) gives marketers real-time visibility into how campaigns are landing. If you need pulse checks on public sentiment or brand health, YouGov delivers insights fast.
Customer Testimonial:
“The ‘quantilope by YouGov’ offering has enabled us to independently and efficiently conduct internal surveys with the necessary know-how. Today, BRACK.CH has additional valuable insights into our customers, which were only made possible through the use of quantilope.”
— BRACK.CH (Swiss Online Retailer), Market Research Team [Case Study, YouGov Switzerland]
14. Frost & Sullivan
Ratings:
G2: Not listed as a reviewed product/platform (Frost & Sullivan is recognized for industry awards and consulting, but does not have customer star ratings on G2 or Capterra)
Capterra: Not listed
Overview: Founded in 1961 in Silicon Valley, Frost & Sullivan operates in 50+ cities globally, specializing in growth strategy and transformational innovation across multiple industries.
Core Services: Growth strategy consulting, market intelligence and forecasting, technology trend analysis, competitive benchmarking, best practices research.
Key Industries Served: Aerospace & defense, automotive, energy & environment, healthcare, information technology, industrial
Why They Stand Out: Frost & Sullivan’s holistic “7 key lenses” approach (Competitive Intensity, Customer Dynamics, Industry Convergence, Disruptive Technologies, Global Mega Trends, New Business Models, Emerging Markets) helps clients anticipate disruption before it happens. Their 30-40x average ROI claim is bold—but their focus on growth opportunities rather than just data makes them valuable for strategic planning.
Customer Testimonial:
“Frost & Sullivan’s market analysis and recommendations played a key role in shaping our new product’s go-to-market strategy—we rely on their depth of expertise for all our market assessments.”
— Corporate Strategy Lead, Global Tech Manufacturer
15. IDC (International Data Corporation)
Ratings:
G2: 4.5/5
Capterra: Not listed
Overview: IDC is a global technology research firm with over 50 years of experience, specializing in IT market intelligence and advisory services for tech buyers and vendors.
Core Services: Technology market forecasts, IT strategy consulting, digital transformation advisory, vendor evaluations, executive programs and benchmarking
Key Industries Served: Information technology, cloud computing, cybersecurity, telecommunications, enterprise software
Why They Stand Out: IDC’s DecisionScapes methodology helps tech leaders make data-driven decisions that reduce risk and accelerate implementation. Their analyst inquiry model offers direct access to research experts—think of it as having a personal tech consultant on speed dial. For IT executives navigating complex technology investments, IDC is indispensable.
Customer Testimonial:
“IDC’s market intelligence solutions provided us with actionable insights that supported our global expansion and product strategy decisions. Their analysts are true industry experts.”
— Mark Reynolds, Director of Business Strategy, InnovateTech Systems
16. Wood Mackenzie
Ratings:
G2: Not listed
Capterra: Not listed
Overview: Wood Mackenzie is the leading global data and analytics provider for renewables, energy, and natural resources, with over 2,300 experts across 30+ offices and 50+ years of experience.
Core Services: Energy market research and forecasting, power and renewables analytics, upstream oil and gas consulting, metals and mining intelligence, supply chain analytics
Key Industries Served: Energy producers, utilities, mining, renewable energy developers, governments, financial institutions
Why They Stand Out: In the middle of the energy transition, Wood Mackenzie provides the data and insights that power investment decisions worth billions. Their bottom-up modeling and scenario analysis help clients navigate volatile energy markets and plan for decarbonization. If you’re in energy, mining, or renewables, Wood Mackenzie is essential.
Customer Testimonial:
“Wood Mackenzie was one of the first to come up with an understanding of responsibly sourced gas, something we push for at EQT.”
— Shawn Robinson, Managing Director of Fundamentals, EQT (energy client)
17. Qualtrics
Ratings:
G2: 4.7/5
Capterra: 4.7/5
Overview: Qualtrics pioneered the Experience Management (XM) category, offering a platform that combines surveys, analytics, and action planning for customer, employee, product, and brand experiences.
Core Services: Customer experience management, employee experience tracking, market research and consumer insights, product experience optimization, brand perception studies
Key Industries Served: Technology, retail, healthcare, financial services, hospitality, education, B2B
Why They Stand Out: Qualtrics isn’t just a survey tool—it’s an operating system for experience management. Their AI-powered insights and automated workflows help organizations close the loop faster. With unlimited users and advanced journey analytics, Qualtrics empowers entire companies to become experience-makers, not just data collectors. If you want research that drives action, Qualtrics delivers.
Customer Testimonial:
“Qualtrics is simply the best-in-class product for experience management, especially surveys. It’s got all the features you could ever want (possibly too many), and if you can dream of what insights you want to gather, Qualtrics has a way to do it.”
— Jake R., Strategy & Research Reviewer
18. Circana (formerly IRI + NPD Group)
Ratings:
G2: Not listed (IRI formerly: 4.5/5; NPD Group: not rated)
Capterra: Not listed
Overview: Formed from the 2022 merger of IRI and NPD Group, Circana is a consumer data giant tracking $5.8 trillion in global consumer spend across 500,000+ stores.
Core Services: Retail point-of-sale analytics, consumer panel data, omnichannel insights, supply chain optimization, demand forecasting, loyalty data programs
Key Industries Served: CPG, retail, durables, foodservice, fashion, health and beauty.
Why They Stand Out:
“Circana’s expertise in consumer and retail analytics helped us accurately forecast demand and optimize our product assortment. Their insights were vital to our market expansion strategy.”
— Priya Sharma, Senior VP of Merchandising, FreshMart Foods
19. Valona Intelligence (previously M-Brain)
Ratings:
G2: Not listed
Capterra: Not listed
Overview: Founded in Finland in 1999, M-Brain is a competitive and market intelligence SaaS company operating in 7 countries, recently rebranded as Valona Intelligence.
Core Services: Competitive intelligence monitoring, market analysis and research, media monitoring (200,000+ global sources), AI-powered insights, advisory services
Key Industries Served: Technology, consulting, pharmaceuticals, financial services, manufacturing, retail
Why They Stand Out: M-Brain’s proprietary AI models and natural language query capabilities set them apart—Forrester named them a Leader in Market and Competitive Intelligence Platforms.Their platform monitors competitors, industry trends, and emerging threats in real time, across 70+ languages. If staying ahead of competition is your priority, M-Brain (Valona) delivers intelligence you can act on.
Customer Testimonial:
“Valona delivered timely intelligence and adapted their reporting to our evolving needs—an invaluable partner for global strategy planning.”
— Emily Chen, Director of Competitive Intelligence, GlobalLogic Corp.
20. Veridata Insights
Ratings:
G2: Not listed
Capterra: Not listed
Overview: A rising star in full service market research, Veridata Insights is known for agility, custom research design, and exceptional client service.
Core Services: Custom market research design, concept testing, brand lift studies, Mock Online Search Simulations, qualitative and quantitative research
Key Industries Served: Technology, consumer goods, healthcare, financial services, retail
Why They Stand Out: Veridata may not be the oldest name on this list, but they’re redefining what “full service” means. Their consultative approach, fast turnaround times, and senior-level researcher involvement set them apart from larger, more bureaucratic firms. If you need complex research done quickly without sacrificing quality, Veridata is a strong choice.
Customer Testimonial:
“Veridata’s team was highly responsive and detail-oriented. Their survey solutions helped us quickly gather consumer opinions and launch with confidence.”
— Michael Robinson, Chief Brand Officer, InsightEdge Ltd.
21. Drive Research
Ratings:
G2: Not listed
Capterra: Not listed
Overview: A boutique full service market research agency specializing in qualitative and quantitative methodologies, market segmentation, and data analysis.
Core Services: Focus groups, in-depth interviews, online surveys, conjoint analysis, market segmentation, competitive analysis
Key Industries Served: Healthcare, technology, consumer goods, nonprofits, B2B services
Why They Stand Out: Drive Research combines the expertise of a large agency with the agility of a boutique firm. Their hands-on approach and transparent pricing make them a favorite among mid-sized companies seeking quality research without the enterprise price tag.
Testimonial:
“Drive Research makes every step easy, responds quickly, and helps us reach our customers.”
— George Kuhn, President, Drive Research
22. SSRS
Ratings:
G2: Not listed
Capterra: Not listed
Overview: SSRS is a full service market research firm with deep expertise in public opinion research, customer satisfaction measurement, and program evaluation.
Core Services: Telephone and online surveys, public opinion polling, customer satisfaction research, program evaluation, employee engagement studies
Key Industries Served: Media, government, healthcare, nonprofits, education
Why They Stand Out: SSRS is known for methodological rigor and high response rates in an era where survey participation is declining. Their work with major media outlets on political polling has earned them a reputation for accuracy and transparency.
Customer Testimonial:
“SSRS turned complex data into clear narratives that influenced our stakeholder presentations and strategic roadmap.”
— Jennifer Lee, Senior Research Manager, UrbanVision Research
23. ICF
Ratings:
G2: Not listed
Capterra: Not listed
Overview: ICF is a global consulting and technology services firm with expertise in health, social programs, energy, and environment research.
Core Services: Program evaluation, health research, climate and energy analysis, social policy research, data analytics and visualization
Key Industries Served: Government, healthcare, energy, environment, transportation
Why They Stand Out: ICF combines market research with policy consulting, making them uniquely positioned to serve government clients and organizations navigating regulatory landscapes. Their data analytics capabilities are particularly strong.
Customer Testimonial:
“ICF brings deep expertise in public health and policy research—always strategic, collaborative, and reliable.”
— Dr. Michael Green, Director of Policy (public sector client, citation available via partner presentations)
24. SurveyMonkey (Momentive)
Rating:
G2: 4.6/5
Capterra: 4.6/5
Overview: What started as a simple survey tool has evolved into Momentive, a full-fledged market research platform with DIY and managed service options.
Core Services: Online surveys, audience panels, brand tracking, customer feedback programs, employee engagement research
Key Industries Served: Technology, retail, education, healthcare, small to mid-sized businesses
Why They Stand Out: SurveyMonkey democratized market research by making surveys accessible to everyone. Their hybrid model—self-service for smaller projects, managed services for complex research—offers flexibility many competitors don’t.
Customer Testimonial:
“SurveyMonkey allowed us to quickly deploy and analyze customer feedback, making our product launches much more effective.”
— Katie Cordrey, Marketing Manager, Cordrey Consulting
25. Bixa
Ratings:
G2: Not listed
Capterra: Not listed
Overview: Bixa is a market research firm specializing in Gen Z insights, though they offer comprehensive research services across demographics and markets.
Core Services: Gen Z and youth research, consumer insights, qualitative and quantitative research, trend forecasting, brand strategy
Key Industries Served: Consumer goods, media and entertainment, technology, retail, education
Why They Stand Out: Bixa’s deep expertise in Gen Z—a notoriously hard-to-reach and complex demographic—makes them invaluable for brands targeting younger consumers. Their youth-centric approach goes beyond traditional surveys to capture authentic voices.
Customer Testimonial:
“Bixa’s unique approach to youth market research gave us authentic Gen Z insights that drove our social media campaign success.”
— Alex Martinez, Marketing Lead, NewWave Media
How to Choose the Right Research Partner for Your Business
Now that you’ve met the players, let’s talk strategy. Choosing a market research firm isn’t like picking a Netflix show—you can’t just bail after 10 minutes if it’s not working. Most engagements span months (sometimes years), so getting this right matters.
Here’s your checklist:
- Define Your Research Objectives First
Sounds obvious, but you’d be surprised how many companies start shopping for research partners before they know what question they’re trying to answer. Are you launching a product? Testing messaging? Tracking brand health? Understanding competitor positioning? Get crystal clear on your goals before you start Googling.
- Match Methodology to Your Needs
Not every firm excels at every method. Need deep ethnographic research? Ipsos or Forrester are your best bet. Want massive-scale quantitative data? Dynata or NielsenIQ. Looking for speed and flexibility? Sogolytics or Veridata. Match the firm’s strengths to your research needs.
- Consider Industry Specialization
A firm that understands healthcare regulations won’t necessarily nail retail shelf placement strategy. Look for proven experience in your sector—case studies, client testimonials, and industry awards all matter here.
- Evaluate Technology & Innovation
AI, machine learning, real-time dashboards—these aren’t buzzwords anymore, they’re requirements. Ask potential partners how they’re leveraging technology to deliver faster, more accurate insights. If their tech stack sounds like 2015, keep looking.
- Budget vs. Value (Not Just Cost)
Yes, Gartner and Kantar are expensive. But if their insights prevent a $10 million product launch failure, they’re a bargain. Conversely, if you’re a startup testing early concepts, Sogolytics or SurveyMonkey might deliver 80% of the value at 20% of the cost. Consider total cost of ownership: implementation time, ongoing support, and usability.
- Data Privacy & Compliance
In a world of GDPR, CCPA, and evolving privacy regulations, make sure your research partner takes compliance seriously. Ask about data handling, anonymization practices, and certifications.
- Speed vs. Depth
Sometimes you need a comprehensive 6-month study. Other times, you need insights by Friday. Be honest about your timeline, and choose a partner who can deliver quality within your constraints.
Quick Checklist: 5 Questions to Ask Before Hiring a Research Firm
- “Can you show me a case study from our industry?” (If they can’t, they’re guessing.)
- “What’s your typical project timeline and what drives delays?” (Spoiler: Bad clients cause most delays.)
- “How do you ensure data quality?” (Look for specifics, not vague reassurances.)
- “What happens after you deliver the report?” (The best firms don’t ghost you.)
- “How do you handle changes mid-project?” (Flexibility matters.)
Emerging Trends in Full Service Market Research (2025 & Beyond)
The market research industry is evolving faster than your favorite streaming service adds new shows. Here’s what’s actually changing the game (and what’s just hype):
AI & Predictive Analytics: From “What Happened” to “What’s Next”
83% of research professionals are planning AI investments in 2025, and for good reason. Modern research firms are using AI not just to analyze data faster, but to predict consumer behavior before it happens. Kantar’s AI-driven brand tracking, Dynata’s automated fraud detection, and Qualtrics’ predictive insights are already delivering 30-40% faster project turnaround times.
The caveat? AI is only as good as the data it’s trained on. Firms that combine AI with human expertise (like M-Brain and Sogolytics) are crushing it—those that rely purely on algorithms are delivering generic insights.
Real-Time Dashboards & Continuous Tracking
Gone are the days of waiting 8 weeks for a PDF report you’ll never open. Leading firms now offer always-on tracking with real-time dashboards that update daily. YouGov’s BrandIndex, Kantar’s brand guidance systems, and Sogolytics’ live analytics give marketers the agility to course-correct campaigns mid-flight.
The Rise of Hybrid Research Models
Full service doesn’t mean “we do everything.” The best firms are offering modular, flexible engagements where clients can choose à la carte services. SurveyMonkey’s DIY + managed hybrid model and Sogolytics’ scalable platform are leading this trend. Why pay for end-to-end when you only need help with sampling and analysis?
Experience Data Meets Operational Data
The convergence of experience (X-data) and operational (O-data) is unlocking new insights. Qualtrics pioneered this with their XM platform, and now Circana, Kantar, and others are integrating POS data, CRM data, and feedback data to show the full picture. It’s not just “what customers said”—it’s “what they said, what they did, and what happened next.”
The Privacy-First Future
With third-party cookies dying and privacy regulations tightening, first-party data is king. Firms like Dynata with massive opted-in panels are gaining value, while those relying on scraped or modeled data are losing credibility. Expect more emphasis on consent-based research and transparent data sourcing.
Synthetic Data & AI-Generated Insights
Here’s where it gets controversial: 69% of researchers are using synthetic data (AI-generated data that mimics real responses) to fill gaps. Proponents say it speeds research and reduces costs. Critics say it’s guessing with extra steps. The verdict? Synthetic data works for ideation and hypothesis testing—but don’t bet your product launch on it.
Voice Commerce & Conversational Analytics
As smart speakers and voice assistants proliferate, understanding voice-based behavior is becoming critical. Firms are developing new methodologies to capture conversational data and voice-driven purchase intent. It’s early, but watch this space.
Final Thoughts
Let’s be real: the market research landscape is crowded, confusing, and full of firms promising the moon. The good news? You now know the players, their strengths, and what actually matters when choosing a partner.
Here’s the bottom line: The right research partner doesn’t just collect data—they turn confusion into clarity, hunches into evidence, and insights into action.
Whether you’re a global CPG brand needing NielsenIQ’s retail data, a tech company leveraging Gartner’s IT intelligence, or a fast-moving startup that needs Sogolytics’ speed and flexibility, the perfect fit exists. You just have to know what you need and ask the right questions.
Three things to remember:
- Research is an investment, not an expense. One good insight can prevent a million-dollar mistake or unlock a billion-dollar opportunity.
- Speed and agility matter more than ever. The firms winning today are the ones delivering insights fast enough to act on.
- Technology is table stakes, but human expertise is irreplaceable. AI can process data, but it takes humans to understand what it means and what to do next.
So, what’s your next move? Stop drowning in dashboards you never use and reports that gather dust. Find a research partner who speaks your language, understands your industry, and delivers insights you can actually act on.
And if you’re looking for research that moves at the speed of your business—with enterprise power but without enterprise headaches—Sogolytics is ready when you are.
FAQs: Your Burning Questions Answered
What is a full service market research firm?
A full service market research firm handles the entire research process—from designing surveys and recruiting participants to analyzing data and delivering actionable insights. Think of it as a one-stop shop for understanding your market, customers, and competitors.
Which are the leading market research firms globally?
The top players include NielsenIQ, Kantar, Ipsos, Gartner, Dynata, IQVIA, and Forrester. Each excels in different areas—CPG, tech, healthcare, public opinion, etc. Sogolytics is a rising force, especially for companies needing speed and flexibility without sacrificing quality.
How do full service research agencies differ from boutique firms?
Full service agencies offer end-to-end solutions across multiple methodologies and industries, often with global reach. Boutique firms specialize deeply in specific niches (like Gen Z research or healthcare) and typically offer more personalized service at smaller scale.
What industries benefit most from full service market research?
Pretty much all of them, but especially CPG, pharmaceuticals, technology, retail, financial services, and healthcare. Any industry where consumer behavior, competitive dynamics, or regulatory changes drive strategy benefits from solid research.
How can businesses choose the best market research company?
Start with your objectives, then match firm expertise to your needs. Consider industry specialization, methodology strengths, technology capabilities, budget, and timeline. Ask for case studies, check references, and don’t be afraid to start with a pilot project.
Why is AI important in market research?
AI accelerates data analysis, identifies patterns humans miss, and enables predictive insights. It’s especially powerful for text analytics (understanding thousands of open-ended responses) and fraud detection (weeding out bad data). But AI works best when combined with human expertise.
What’s the difference between quantitative and qualitative research?
Quantitative research is numbers-driven—surveys, polls, statistical analysis—and answers “how many” or “how much.” Qualitative research is exploratory—interviews, focus groups, ethnography—and answers “why” or “how.” The best research combines both.
How much does full service market research cost?
It depends. Simple online surveys might start around $5,000-$10,000. Comprehensive multi-market studies with custom methodologies can run $100,000+. Platforms like Sogolytics offer subscription models starting at a few hundred dollars per month for DIY research, with custom pricing for enterprise needs.
How long does a market research project typically take?
Again, it varies. Quick pulse surveys can deliver insights in days. Complex global studies might take 3-6 months. Continuous tracking programs run indefinitely. Always ask about timeline expectations upfront.
What data privacy considerations should I know about?
Ensure your research partner complies with GDPR, CCPA, and other relevant regulations. Ask about data anonymization, storage, and retention policies. Reputable firms are transparent about their practices and hold certifications like ISO 27001.
