1.8.7Segment

Market Research & Consumer Insights

Market research firms conducting consumer surveys, focus groups, concept testing, and market sizing studies.

4
Verticals

Overview

Market Research & Consumer Insights firms run consumer surveys, focus groups, concept testing, and market-sizing studies, and increasingly sell continuous syndicated data and insights platforms. The market spans the global measurement and insights leaders (Nielsen, Gartner, Kantar, Ipsos) and a deep base of specialist research agencies.

It is a consolidating, data-asset-driven business where syndicated data and analytics platforms command the highest value and recurring revenue. Demand is steady, and the sector has seen major take-private and consolidation activity as buyers pursue proprietary measurement assets.

Market snapshot

Market size
~$25.2B
Growth
~4.9%CAGR (2017–22, nominal)
Companies
~4,500
FragmentationConsolidating

U.S. Census Bureau 2022 CBP/Economic Census, NAICS 541910 (Marketing Research & Public Opinion Polling) — also captures survey research and polling.

Business model & economics

Revenue model
Custom project research plus syndicated data subscriptions
Recurring revenue
Moderate–High — syndicated data and insights platforms recur
EBITDA margin
15–30%
Capex intensity
Low
  • Syndicated data and platforms carry the highest value and recurrence.
  • Proprietary measurement assets are the competitive moat.
  • Steady demand with major take-private and consolidation activity.

M&A deal context

High deal activity

Who’s acquiring

Data & measurement consolidatorsPE-backed insights platformsStrategics acquiring syndicated data

What’s driving deals

  • Buyers pursuing proprietary measurement and syndicated-data assets.
  • Take-private and consolidation among measurement leaders.
  • Shift from custom projects to recurring data platforms.

Verticals in this segment

  • 1.8.7.1Consumer Behavior Research

    Research firms studying consumer decision-making and product evaluation.

  • 1.8.7.2Focus Groups & Qualitative Research

    Research firms conducting focus groups and qualitative studies.

  • 1.8.7.3Market Sizing & Opportunity Analysis

    Research firms quantifying addressable market size and growth.

  • 1.8.7.4Product & Concept Testing

    Research providers testing consumer response to new products.

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