U.S. Market Research: $37.7B Market & Participant Recruitment
The U.S. market research industry reached $36.8B in 2025 and is growing 3% annually. Learn how brands recruit high-value research participants.
# U.S. Market Research Industry: Size, Growth & High-Value Participant Recruitment
The U.S. market research industry reached $36.8 billion in 2025, establishing itself as a cornerstone of data-driven business strategy. Discover how brands identify and recruit premium research participants in a $37.7 billion market.
Industry Size & Market Dominance
The U.S. market research industry was valued at $36.8 billion in 2025 and is projected to reach $37.7 billion in 2026. The industry has grown at a 3.0% compound annual growth rate (CAGR) between 2020 and 2025, demonstrating resilience across economic cycles.
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. This leadership position underscores why American brands invest heavily in understanding consumer behavior and market dynamics.
Growth Trajectory & Employment Expansion
Employment of market research analysts is projected to grow 7 percent from 2024 to 2034, much faster than the average for all occupations. Employment growth is expected to be driven by an increasing use of data and market research across many industries.
Market research companies employ approximately 129,000 people in the US as of 2023, indicating substantial infrastructure for conducting sophisticated research operations nationwide.
Concentration & Key Players
The top 50 companies generate about 60% of industry revenue, revealing a consolidated market dominated by established players. IQVIA Holdings Inc. holds the most market share in the U.S. market research industry, followed by Nielsen Holdings and Ipsos.
How Brands Recruit High-Value Participants
Recruiting quality participants is fundamental to research validity. Brands work with their research partners to set parameters for market research recruitment – things like annual income of household/firm, buyer motivations, challenges, pain points, etc.