7 Best Market Research Companies in the U.S. (2025 Update)

Choosing the right market research partner can make or break your strategy. Whether you’re launching a new product, refining your brand positioning, or exploring consumer behavior, the right firm can provide insights that drive real business results.

From cutting-edge startups to established global players, here are the top U.S.-based market research companies worth considering in 2025.

1. Highlight

Highlight is reinventing market research with its vertically integrated product intelligence platform. Specializing in in-home usage testing (IHUT), Highlight makes it easy for brands to get real products into real homes, collecting authentic consumer feedback at speed and scale.

The platform captures both quantitative survey data and qualitative insights (like photos, videos, and open-ended comments), giving brands a uniquely realistic view of how consumers interact with their products. For consumer goods companies looking for agile, trustworthy product testing, Highlight sets the gold standard.

2. NielsenIQ (NIQ)

A household name in the research space, NielsenIQ provides some of the world’s most trusted measurement and analytics services. From retail scanning data to consumer panels and media audience measurement, NIQ helps brands understand what’s selling, who’s buying, and why.

In 2023, NielsenIQ merged with GfK to form NIQ, strengthening its global presence and ability to deliver comprehensive consumer intelligence across industries.

3. Ipsos

Ipsos is a full-service multinational research agency with expertise spanning advertising, customer experience, marketing, and public opinion. Its qualitative division, Ipsos UU, is particularly renowned for uncovering the emotional and cultural drivers of consumer behavior.

With a vast global network, Ipsos blends advanced methodologies—like social listening and behavioral analytics—with classic techniques like surveys and focus groups.

4. Kantar

Kantar specializes in delivering deep insights into consumer behavior, brand performance, and marketing effectiveness. Known for its psychological and cultural research approaches, Kantar helps brands navigate complex market landscapes by connecting data with strategy.

Their services span brand strategy, shopper insights, media effectiveness, and innovation, making them a go-to partner for Fortune 500 companies seeking long-term growth.

5. Gallup

For more than 85 years, Gallup has been a trusted authority on consumer attitudes and public opinion. While most widely recognized for its polling, Gallup also delivers research-driven consulting to businesses and organizations around the world.

Gallup’s strength lies in rigorous survey science and historical trend data, helping clients understand not just what people think today, but how opinions shift over time.

6. Morning Consult

Morning Consult has carved out a niche as a real-time decision intelligence company. Its technology allows for daily global tracking of consumer and brand sentiment, giving companies near-instant insight into market shifts.

This agility makes Morning Consult especially valuable for brands operating in fast-moving industries like politics, technology, and consumer goods.

7. Forrester Research

Forrester is a research and advisory firm that bridges traditional consumer insights with tech-focused strategic advice. Known for its work on customer experience, digital transformation, and emerging trends, Forrester provides not just data but actionable guidance.

Its reports and frameworks are widely used by business leaders looking to understand both current consumer behavior and future market opportunities.

Final Thoughts

Market research is no longer about just crunching numbers—it’s about understanding people. From tech-driven innovators like Highlight to global powerhouses like Nielsen and Ipsos, these firms bring unique strengths to the table.

Whether you’re a startup exploring your first product launch or an enterprise refining your long-term brand strategy, the right research partner can help you see the market more clearly and act with confidence.