Top 5 market research companies by continent (2025 rankings)

“He who rules the data rules the world.” From Europe to Africa, the market research industry has become a force behind major business decisions, particularly when data drives decisions and insights shape industries. 

According to industry reports, the global revenue of the market research industry exceeded $130 billion in 2023, more than doubling since 2008. In 2023, North America generated the largest share of market research revenue, representing over half of the total, followed by Europe with about one-quarter of the global market share.

This growth continued in 2024, with global market research revenue hitting $140 billion, according to INCREV. This number reflects the increasing value businesses place on data and insights. While this demonstrates the significant growth of the industry over the years, it’s also evident that some companies have emerged as global leaders. In this article, I will walk you through the top market research companies.

You will get to know the top 5 market research companies by continent for 2025, including other aspects like how they are improving global data collection, factors to consider when choosing market research companies, and the methodology used in selecting the companies

Are you a marketing leader planning global research, a product manager or strategist evaluating research partners, or a consultant or agency looking for a reliable firm profile? This article is for you. Keep reading!

Key Takeaways

• Top market research companies offer tailored solutions, from consumer insights and AI analytics to qualitative research, meeting varied business needs.

• AI, automation, and data storytelling are transforming market research in 2025, enhancing accuracy and engagement.

• Some factors to consider before choosing a market research firm include industry experience, methodologies, data quality, pricing, and technological capabilities.

• The market research industry reached $140 billion in 2024, with North America and Europe leading, driven by demand for data-driven insights.

• NielsenIQ (North America), Ipsos (Europe), Blackbox Research (Asia), Webhaptic Intelligence (Africa), and Accurate Market Research (South America) are some of the best market research partners you can engage in 2025.

The importance of market research in 2025

With global market research revenue reaching $140 billion in 2024, it’s clear that research is still key for businesses. And as competition grows and the digital world changes, companies rely on it to understand customers, spot trends, and make smart decisions.

Below are some of the reasons market research matters: 

1. Understanding the changing needs of customers: With digital evolution, customer behavior changes fast. A major way for businesses to stay ahead is to ensure customers have a great experience. With this, market research enables businesses to monitor these changes, understand customer needs, and make informed decisions. 

2. Maintaining competition: It is clear that businesses need research to stand out amid increased competition in a saturated market. So, market research helps businesses stay relevant, forecast trends, and prepare for market shifts, analyze competitors, and identify areas for differentiation. 

3. Strategic decision-making: Market research matters because it provides data-driven insights that help businesses make strategic and informed decisions, reduce risks, and improve strategies. It also reveals industry gaps and changing consumer needs, enabling businesses to introduce new products or compete better.

4. With Artificial intelligence and advanced data tools making market insights more accessible, market research helps businesses to keep up with digital trends and consumer behavior.

Top 5 market research companies by continent

North America: NielsenIQ

Formerly known as Nielsen Global Connect, NielsenIQ (NIQ) operates as a consumer intelligence company, specializing in consumer buying behavior and market performance. The company offers services such as market performance measurement, consumer and shopper insights, and marketing and media optimization. NielsenIQ primarily serves sectors like retail, manufacturing, health and wellness, and eCommerce, among others. As one of the world’s leading market research companies, NielsenIQ has a presence in over 90 countries and employs a team of more than 30,000 professionals. 

• Founded: 1923 

• Headquarters: Chicago, Illinois, USA
  
• Core Services: Retail market measurement, consumer insights, innovation testing, media analytics, and product content solutions.
  
• Strengths: NielsenIQ’s strength is its global reach, extensive data collection, and expertise in consumer intelligence and retail measurement
  
• Notable Clients: Walmart, Kenvue, and Coca-Cola.
  

Europe: Ipsos

Ipsos is a global market research firm that provides comprehensive research and analysis services. The company’s main activities include producing and analyzing data to offer insights into society, markets, and individuals. Ipsos offers a wide range of services, including audience measurement, automotive and mobility development, and brand health tracking. Its services are utilized by clients across various sectors, such as media, automotive, and the public sector.

The company collects, processes, and delivers quantitative survey data in offline and online channels to serve the business needs of consumers, clients, employees, citizens, doctors, and patients in Europe, the Middle East, Africa, the Americas, and Asia-Pacific. 

As one of the top market research companies in the world, Ipsos has 20,255 employees with a presence in 89 countries.

• Founded: 1995

• Headquarters: Paris, France.
  
• Core Services: Market research, public opinion polling, brand and advertising analysis, customer experience, media measurement, and product innovation.
  
• Strengths: Global footprint, extensive research services, and use of advanced technologies
  
• Notable Clients: McDonald’s, Intuit Mailchimp.
  

Asia: Blackbox Research

Blackbox Research is a well-known market research firm in Southeast Asia, with capabilities in brand tracking, government research, and AI analytics. According to the company, it provides market research services in five key areas, including experiences, brand and communications, Go-to-Market, Government and Communities, and AI and advanced analytics. 

• Founded: 2001

•  Headquarters: Singapore
  
• Core Services:  Market research, management consulting, digital research capabilities, qualitative research, quantitative research
  
• Strengths: Advanced analytics with AI tools and regional expertise, which helps with making localized decisions.
  
• Notable Clients: Visa, Amazon, PayPal, Meta.
  

Africa: Webhaptic Intelligence

Webhaptic Intelligence is a growing research firm with a presence in over 35 African countries. While not officially ranked, it is recognized for its broad reach and expertise in African consumer research. Best put, Webhaptic’s services include survey design and instrument development, advanced survey methodologies, data collection, establishment surveys, health registries, and data analysis and reporting.

• Founded: 2014

•  Headquarters: Lagos, Nigeria
  
• Core Services: Quantitative & Qualitative Research and Consulting & Advisory

• Strengths: Diverse expertise and comprehensive research services
  
• Notable Clients:
  
  

South America: Accurate Market Research (AMR‑INT)

Accurate Market Research (AMR‑INT) is a regional market research firm providing qualitative and quantitative research solutions. With offices in the United States and Mexico, the company focuses primarily on the Latin American (Mexico, Brazil, Colombia, Argentina, Chile, etc), North American (U.S. and Canada), and Caribbean regions.

• Founded: 2004

•  Headquarters: United States
  
• Core Services: Consumer panels, healthcare research, qualitative and quantitative data collection.
• Strengths: Regional expertise, which helps with making localized decisions.
  
• Notable Clients: Tesla, BMW
  

Comparison Table

Key factors to consider when choosing a market research company

While market research offers benefits like insights into market trends, consumer preferences, identifying new growth opportunities, and making data-driven decisions, choosing the right company can be a major challenge. With many global market research firms offering diverse services, it becomes important to know what to look for. This section will address the key factors to consider when choosing a market research company.

1. Expertise and experience 

Market research companies are not all-knowing. Many of them have their core services and areas of strength, as I have included in the list above. While some thrive in aspects like understanding consumer behavior, others may focus on brand analysis, product testing, or niche industries such as healthcare, tech, or the B2B sector.

This means that you should consider a company with prior experience in your industry. These companies tend to have a better insight into market dynamics, customer behavior, and necessary regulatory procedures. This helps your project execution go faster. 

2. Research methodologies

Every market research project is different and may require a custom approach. Top global market research firms know how to adapt their methods to fit the goals of a business, whether it’s testing a new product or measuring brand perception.

Below are some of the commonly used methodologies: 

• Surveys: This is a method of gathering information from a group of individuals by asking them questions. It can be conducted through various mediums such as paper and pencil, online forms, telephone, or face-to-face interviews.

• Focus Groups: This is a market research method that brings selected people together  to provide feedback regarding a product, service, concept, or marketing campaign.

• Observation Studies: This involves watching customers interact with your product or service in real life, revealing insights that surveys might miss.

• Data Analytics: This involves leveraging existing data, such as website metrics, social media interactions, or CRM data, which can also provide valuable insights.

So, you have to consider the research methodology before choosing a market research company, although some of these companies can tailor their method to fit your goals.

3. Range of services 

As a business focused on growth, your research needs can evolve over time. And to avoid any challenge, the best option for you is to work with a company that offers diverse services. Your goals may include surveys, focus groups, or one-on-one interviews, meaning that you will need to consider a market research company that can both use data to identify trends and delve deeper into why customers think or act in a certain way.

Also, they should be able to adjust their approach to fit your audience, especially in this period of social media.

4. Data quality and sources

You must consider this by ensuring the market research company has robust systems in place to ensure data quality and thorough analysis. Ask about how they collect data, check for accuracy, and analyze results. Additionally, inquire about the company’s data sources, their recruitment methods for surveys and focus groups, and the measures they take to ensure accuracy and reliability. This helps to maintain transparency. 

5. Pricing structure

From Africa to South America, the cost of market research can vary depending on the continent and the company. You can’t expect Webhaptic Intelligence, a company in Africa, to charge the same as Blackbox Research, an Asian-headquartered company.  

This means that you need to have a clear understanding of the pricing structure and what’s included in their services.

6. Technological capabilities

As technology continues to grow, it plays a vital role in the market research sector. When choosing a market research company, consider how well they leverage tools such as AI, machine learning, and advanced analytics. Companies that use modern technology deliver faster with more accurate results and deeper insights. This helps you to stay ahead in the saturated market.

How much does it cost to hire a market research firm in 2025?

As I have mentioned earlier, the cost of market research varies significantly depending on the methodology you choose. While your research goals are important, what you can afford often shapes the method and scope of the project.

Below is a breakdown of how much it costs to hire a market research company based on methodology: 

Note that this is a summary of an extensive breakdown done by Driveresearch, a market research company. 

Emerging trends shaping market research

The market research sector is growing faster because of factors like technology, changing consumer expectations, and the need for actionable insights. This section addresses the emerging trends shaping market research in 2025: 

1. Artificial intelligence in research

From generating survey briefs to delivering insights within minutes, AI is redefining how data is collected and analyzed, which has made processes faster and more accurate. According to research, 89% of market researchers already use AI tools regularly or in experimental phases. It supports them in tasks such as data cleansing, summarization, and reporting. 

Emphatically, 72% of researchers expect AI to predict market trends more accurately than human analysts within 3 years, and 71% agree that AI will explain research findings as well as humans within 3 years.

2. Use of automation in data collection

Automation tools are streamlining time-consuming tasks like survey deployment, data cleaning, and analysis, and in 2025, the focus shifts to enhancing the accuracy and efficiency of these systems for faster, more reliable insights.

Also, there are now automated market research platforms revolutionizing the industry by using technology to streamline the process. These platforms collect, analyze, and interpret data, saving time and effort. They offer real-time access to accurate data, enabling swift data-driven decision-making. Some of the automated market research platforms are BoltChatAI, Displayr, etc. 

3. Human-centered analysis and data storytelling

Numbers aren’t enough anymore; you will now have to combine data with human insights through hybrid research. Additionally, data storytelling is becoming increasingly important, as it transforms complex results into clear, engaging narratives that prompt action.

4. Personalization in market research

With survey fatigue likely to be a major hurdle in data collection, researchers now explore more engaging and personalized approaches. Mobile-friendly and interactive surveys are now preferred for their ability to hold attention and encourage participation. AI is also enhancing the experience by customizing questions based on previous answers, ensuring each respondent receives a more relevant and meaningful survey journey.

5. Data privacy and ethical considerations

With data privacy regulations like GDPR and CCPA, market research firms must prioritize ethical data practices and transparency. Researchers are now adopting privacy-first approaches that ensure compliance while maintaining trust. 

Blockchain technology is also explored for its ability to offer tamper-proof, consumer-controlled data systems. Additionally, AI-driven consent management tools are helping ensure that data collection aligns with global privacy standards and respects user rights.

Conclusion 

The global market research industry, valued at $140 billion in 2024, continues to empower businesses with data-driven insights to navigate competition and changing consumer needs. This article highlighted the top market research companies by continent with their core services and strengths. 

From NielsenIQ’s global retail analytics in North America to Ipsos’ wide-ranging sector insights in Europe and Blackbox Research’s AI-driven strategies in Asia, these firms are reshaping how data informs decisions. In Africa, Webhaptic Intelligence excels with tailored research across the continent, while Accurate Market Research (AMR-INT) has a regional impact in South America, particularly in the healthcare sector. 

These top market research companies across each continent in 2025 set the standard through innovation, regional expertise, and trusted client partnerships. 

Again, whether you’re a marketing leader planning global research, a product strategist evaluating potential partners, or a consultant seeking trusted firm profiles, the companies highlighted above offer a strong starting point. Explore your options and turn insights into real business impact.

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