When it comes to understanding modern American consumers, guesswork just won’t cut it. With transformative changes affecting the way we shop, behave, and consume media, it’s no secret that in-depth consumer research should be at the heart of every strategic marketing, product, or business decision you make.
There are a myriad of US market research companies out there armed with customer insight platforms, smart research tools, and AI-powered features that give you the answers you need. But which is best for reaching your US target audiences? Whose data can you trust? With so much choice, it can be tough to figure out which market research company is the right fit for your business needs.
To help you make that decision (‘cause we’re nice like that), we’ve put together a no-nonsense rundown of the best market research companies for US consumer insights right now, outlining the specialist areas and key use cases you might consider them for. Grab a hot drink and settle in.
Oh – and if you’re interested in the best market research companies in the UK, we’ve got a shortlist of those worth skimming through too.
How to choose the right US market research company
It sounds obvious, but every US market research company is different. The type of consumer data they collect, and how they deliver it to you really varies. So before you commit to a research partner, think carefully about the kind of support you need – and crucially, how quickly you need it. Start by asking these six questions:
- Do they know about your audience?
- Do they have expertise in your industry/category, with a proven track record of success?
- Do they conduct the right kind of research to answer your questions, with a sound and trusted methodology?
- Are they transparent about how they collect and analyze data to ensure quality?
- Do they have the capacity to provide fast results, with regular client communication?
- Most importantly, will they understand your long-term goals and add value to your business?
If you can answer “yes” to each of these questions, you’re on the right track to finding the perfect partner. But if you want more guidance on how to drive research forward, here’s our list of the leading US market research companies worth considering, in no particular order. Well, except for us – obviously.
Top 18 US market research companies worth considering
It would be crazy if we put together a comparison piece on US market research companies and didn’t mention our very own AI-enhanced, on-demand consumer research platform. So let’s start there.
1. GWI
GWI is modernized consumer research, with an intuitive platform that instantly puts high-impact US consumer research at your fingertips.
Location: New York, USA (with additional offices in the UK, Greece, Czech Republic, and Singapore)
Specialisms: Every business has questions about its audiences; GWI has the answers. Get a window into your target audience’s world, on demand, with our easy-to-use consumer research platform. Our GWI USA data set covers an 80K+ annual sample, representing the views, behaviors, and interests of 250 million US consumers in all 50 States. Need to go beyond the US? Delve into our global flagship survey representing nearly 3 billion consumers in 50+ markets worldwide.
Understand today’s diverse Americans in seconds, with deep psychographic consumer insight spanning key topics like social media, mental health, DE&I, and attitudes toward brands. And if you need fast answers on something really specific? Ask your US audiences any question you like with our custom research solutions.
Use cases include:
- Marketing strategy (ad targeting, brand health tracking, content marketing, and media planning)
- Revenue growth (media ad sales, winning pitches and retaining key clients)
- Product development (product expansion, improvements, and partnership and collaboration opportunities)
- Competitive advantage (market differentiation, market sizing/expansion, and sponsorship opportunities)
If time’s of the essence, why not try our free interactive demo right now?
2. MRI-Simmons
A long-standing provider of US consumer insights, collected through address-based probabilistic sampling, and online and in-person interviews.
Location: New York, USA
Specialisms: MRI-Simmons offers a complete view of the American consumer – providing consumer research via a national study, print studies into magazine ad readership, and focus studies for deeper insight into emerging tech and cultural trends. Data is based on a representative sample of over 50K+ US consumers in 48 states (excluding Alaska and Hawaii), with surveys conducted twice a year.
Use cases include:
- Audience profiling
- Market sizing
- Media planning
3. Suzy
An integrated, AI-driven enterprise platform combining “quant, qual, and high quality audiences” into a connected research cloud.
Location: New York, USA
Specialisms: Using AI to drive research, Suzy has three main product offerings – Suzy Insights, Suzy Live, and Suzy Audiences – and offers real-time customer insights delivered with “agency-quality rigor”. Pulling data from an active, engaged community (via surveys, interviews, and focus groups), its platform helps teams understand US consumers, explore purchase journeys, validate ideas, optimize marketing assets, and more.
Use cases include:
- Audience profiling
- Concept testing
- Product development
4. GfK
AI-powered market intelligence that solves critical questions in the decision-making process, and helps drive sustainable growth.
Location: Nuremberg, Germany (with additional global offices)
Specialisms: GfK “drives growth from knowledge” by providing a holistic view of US consumers’ buying behavior and the dynamics impacting markets, brands, and media trends. With particular expertise in consumer and shopper intelligence, Gfk’s research methods include surveys, point-of-sale data analysis, and wider market monitoring. It also offers strategic consultancy to help businesses make great decisions.
Use cases include:
- Competitive advantage
- Market segmentation
- Product development
5. Nielsen
A global media leader specializing in TV, video, and radio audience and data analytics.
Location: New York, USA (with additional global offices)
Specialisms: Nielsen is a powerhouse of market intelligence, “connecting clients to audiences, growth and new opportunities”. It explores nuanced consumer behavior, preferences, and market dynamics to give media brands an edge. You may be familiar with Nielsen ratings – its renowned audience measurement system for TV viewership – which have been a deciding factor in many shows being renewed or canceled over the years.
And in case you didn’t know – GWI has an ongoing Fusion partnership with Nielsen that delivers advanced media insights and analytics to our customers. A pretty solid choice of market research partner, if you ask us.
Use cases include:
- Ad targeting
- Competitive advantage
- Media planning
6. Bixa
A business intelligence and market research company that helps clients “drive data-backed business decisions that enhance customers’ lives.”
Location: Virginia, USA
Specialisms: Bixa gives businesses a springboard to sustainable growth by helping them “build meaningful connections” with customers. It shares targeted business intelligence for a deeper understanding of US audiences, market dynamics, and emerging trends. Ultimately, it helps businesses with strategic decision-making. Data derives from diverse sources including surveys, consumer feedback, and in-depth industry analysis.
Use cases include:
- Brand health tracking
- Market expansion
- Product development
7. Morning Consult
A real-time “decision intelligence” and custom research tool, powered by consumer opinion polling.
Location: Washington, D.C., USA
Specialisms: Morning Consult provides timely consumer opinions and market insights, alongside current economic data and political trends. Daily surveys and insights give businesses the agility they need to pivot strategies quickly and effectively. Analyzing niche audiences and underserved buyers in 100+ countries (including the US), it’s also useful for identifying new market opportunities.
Use cases include:
- Brand health tracking
- Market sizing
- Political risk analysis
8. Ipsos
Equipping clients with market intelligence tools to help them make “smarter decisions, faster and more consistently across markets”.
Location: New York, USA (with additional global offices)
Specialisms: Ipsos is a global market research company that sources consumer data from surveys, behavioral analysis, and social listening. With specialist insight into the lifestyles, media habits, and purchase behavior of financially-successful Americans (via its Affluent Survey), it also pays particular attention to public opinion. This helps brands tune in to changing market trends and benchmark how well they’re received by consumers.
Use cases include:
- Brand health tracking
- Digital marketing strategy
- Sentiment tracking
9. Lucy
An AI-driven “knowledge management” tool that helps enterprises keep pace and make fast decisions through predictive analytics.
Location: Minnesota, USA
Specialisms: Putting AI at the heart of market research, Lucy “exists to amaze, delight, and empower people with knowledge”. Generating US insights via machine learning algorithms, it rapidly analyzes a blend of large data sets, social media interactions, and consumer behaviors. Lucy is trusted by 18+ Fortune 1000 companies to deliver advanced analysis at speed – saving time while boosting organizational productivity.
Use cases include:
- Competitive advantage
- Digital marketing strategy
- Trend forecasting
10. Comscore
Leading digital audience insights and media performance analysis, that helps businesses generate more ROI from their advertising.
Location: Virginia, USA (with additional global offices)
Specialisms: Sharing real-time US consumer insights on media consumption, Comscore provides effective digital marketing and advertising solutions across several veins (including TV and advertising). Using its robust, reliable suite of tools, clients can explore demographics to understand American audiences, then optimize ad targeting and wider marketing strategies for better engagement and return on investment.
Use cases include:
- Ad targeting
- Digital marketing strategy
- Media planning
11. Kantar Marketplace
A market research company offering relevant, robust data about global and local audiences in an increasingly connected world.
Locations: New York, USA (with additional global offices)
Specialisms: Kantar serves industry-leading consumer insights across TV, radio, print, and digital – all unpacked in its Target Group Index (TGI) survey. Based on a representative 700K+ sample across 50 markets, data is collected online and through offline consumer panels. Analyzing attitudes, behaviors, media consumption, and brand/product use, Kantar promises “decision-quality insights in as little as a few hours.”
Use cases include:
- Ad targeting
- Market segmentation
- Media planning
12. 1+1 Research
A full-service fieldwork company supplying tailored market research solutions to companies across the globe.
Specialisms: 1+1 Research provides bespoke market research services for its clients, such as consumer opinion mining and sentiment analysis. Depending on a company’s needs, US consumer data can be collected through focus groups, online surveys, industry analysis, and CATI (computer-assisted phone interviews) among other methodologies – ideal for those with unique industry requirements who need a bit more flexibility.
Use cases include:
- Brand strategy
- Custom research
- Market segmentation
13. Gartner
Expert market research company that delivers practical solutions for fast, informed decision-making and measurable impact.
Location: Connecticut, USA (with additional global offices)
Specialisms: Gartner is a global name in market research for good reason. Its on-demand diagnostics, insights, frameworks, rankings, and benchmarking tools help businesses work smarter, not harder to get ahead of modern Americans in the digital world. Valuable insights are sourced from a mix of market analysis, surveys, and expert consultations, and outline the impact of new technology on US businesses and consumers alike.
Use cases:
- Competitive advantage
- Customer experience
- Digital marketing strategy
14. Toluna
A real-time consumer intelligence platform that helps clients figure out what matters to their online audiences, fast.
Location: Connecticut, USA (with additional global offices)
Specialisms: Subscription-based Toluna Start offers automated solutions that put market research into its clients’ hands. Collating US survey data from a global community of engaged consumers, its platform users get a dynamic view of digital preferences and behaviors to help them validate their strategies and implement feedback in a real-world environment.
Use cases include:
- Concept testing
- Marketing strategy
- Product development
15. Statista
A global data and business intelligence platform aggregating statistics, market research reports, and key insights on over 80,000 topics.
Location: New York, USA (with additional global offices)
Specialisms: Statista is a household name for timely US market and consumer insights, designed to “empower people with data” on key topics such as the economy, military, and population. Solutions include analysis of behavior and media usage (via Consumer Insights) and trend forecasting (via Market Insights). Data coverage also extends globally, with a representative 1.7M+ sample across 56 countries.
Use cases include:
- Content marketing
- Market sizing
- Winning pitches and retaining clients
16. SIS International Research
A full-service consulting firm supplying market intelligence and consumer research solutions to businesses worldwide.
Location: New York, USA (with additional global offices)
Specialisms: SIS is a US market research company with specialist experience across various industries, including B2B, supply chain, and healthcare market research. It sources data and strategic insights from a global network of field researchers, alongside consumer surveys and interviews. SIS helps businesses benchmark against competitors and create tailored strategies for success – even as market dynamics change.
Use cases include:
- Competitive advantage
- Digital marketing strategy
- Market expansion
17. Forrester Research
A US market research company that helps global organizations excel with technology and deliver on consumers’ changing demands.
Location: Massachusetts, USA
Specialisms: Combining traditional, in-house market research with a modern, tech-driven mindset, Forrester Research offers deep consumer insights along with recommendations for tech adoption strategies. It takes data from consumer surveys and expert market assessments, with findings analyzed by its team of experts. Clients benefit from clear results and a deeper understanding of nuanced consumer behavior in their industry.
Use cases include:
- Customer experience
- Digital marketing strategy
- Market differentiation
18. Resonate
US market research and consumer intelligence experts, offering AI-powered consumer data and predictive insights.
Location: Virginia, USA
Specialisms: Resonate operates through “rAI”, its unique AI consumer intelligence model that gives clients a holistic view of their US audiences. Blending online behavioral data with surveys, psychographics, and real-time consumer interactions, it takes an in-depth look at what makes Americans unique, and the “why” behind what they do. Ideal for crafting highly targeted, effective marketing strategies backed by granular insight.
Use cases include:
- Audience profiling
- Brand health tracking
- Digital marketing strategy
[H2] Those are our top market research recommendations, now it’s over to you
Nineteen US market research companies, with nineteen different ways to tackle US consumer research. Hopefully you’ve come away from this blog with a clearer idea of exactly what you need from a research partner, and who you can trust to get the job done. We’ll leave you to digest.
