U.S. Market Research: $37.7B Industry & High-Value Recruitment

# U.S. Market Research Industry: Size, Growth & High-Value Recruitment

Excerpt: The U.S. market research industry reached $37.7 billion in 2026, with brands increasingly investing in AI-powered recruitment to access verified, high-value participants.

Market Size & Growth Trajectory

The U.S. market research industry was valued at $36.8 billion in 2025 and is projected to reach $37.7 billion in 2026. This steady growth reflects broader economic trends: the U.S. holds 55% of total market research market share—a dominance that reflects both the size of the American economy and the sophistication of its data-driven business culture.

Globally, the picture is even more expansive. The global market research industry is projected to reach approximately $150 billion in 2026, continuing strong growth from $140 billion in 2024. Between 2021 and 2024, the market research industry grew by 37.25% from $102 billion to $140 billion, a growth rate that outpaces most traditional business services.

Employment & Career Demand

The talent pipeline reflects this expansion. Employment of market research analysts is projected to grow 7 percent from 2024 to 2034, much faster than the average for all occupations. About 87,200 openings for market research analysts are projected each year, on average, over the decade. The median annual wage for market research analysts was $76,950 in May 2024.

Industry Consolidation & Leadership

The top 50 companies generate about 60% of industry revenue, indicating significant market concentration. Leading players include Kantar (UK), Gartner (U.S.), IQVIA (U.S.), Ipsos (France), and Salesforce (U.S.).

Recruiting High-Value Participants: The Strategic Shift

Brands now recognize that data quality depends entirely on participant quality. Researchers need verified participants who represent real consumers, not professional survey takers gaming screeners for quick payouts.