Continued growth in a changing landscape
By Ruth Stanat, CEO, SIS International Research Inc.
The global market research industry, valued at over $140 billion in 2024 and expected to exceed $160 billion in 2025, is forecasted to grow through 2026. Companies leverage data insights to accelerate growth, stay competitive and reduce risks in product development.
Research technology fuels growth, with research software growing over 11% annually, outpacing traditional services at 4-5%. This shift increases demand for experienced partners to transform testing into confident decisions. Full-service providers generate over a third of revenue, as clients rely on consultative teams for analytics, automation and product testing to deliver comprehensive strategies with measurable ROI.
Evolving methods: combining consumer product testing and insights
While quantitative research dominates globally, insights are evolving. Digital methods like mobile surveys and behavioral tracking provide speed and scale but are increasingly complemented by in-person research for deeper insights. Leading organizations use hybrid models combining digital tools with focus groups and live testing.
In-person qualitative research is crucial for assessing physical products, usability, sensory experiences and emotional reactions, which online methods can't fully capture. It includes concept screening, message validation, usability testing, pricing and post-launch optimization. In-facility sessions reveal the "why" behind consumer behavior. This blended approach minimizes risk and improves decision-making before launch.
Technology powering smarter product decisions
By now, most researchers will have used AI tools for survey programming, analysis, pattern detection and reporting, with the focus shifting to AI-powered platforms for consumer testing and predictive modeling.
These tools boost human research: AI speeds insights and forecasts; in-person testing adds context to validate findings. As analytics advance, research shifts from describing to proactive guidance, helping organizations simulate market reactions and improve products pre-launch.
Rising expectations from B2C and B2B clients
Client expectations for 2026 are rising. Consumer brands want quick feedback for shorter product cycles and B2B firms seek customized insights into complex buyer journeys. Across sectors, stakeholders demand faster results, measurable impact and research that guides product strategy, underscoring the value of full-service partners that combine advanced tech with expert in-person research.