Procurement Market Intelligence Report
Online Market Research Services
Sourcing Guide & Market Intelligence
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Online Market Research Services Global Overview
Definition
Summary
Online market research service providers record, analyze, and present marketing data that is gathered online. Data can be gathered through internet surveys, questionnaires, customer feedback forms, and other online tools. Buyers use information from online market research to identify existing and potential markets, target their advertising, understand customer preferences, improve and develop products, and optimize pricing. Common buyers include advertising agencies, management consulting firms, and television broadcasting agencies.
This Report Includes:
- Internet Surveys
- Online Questionnaires
- Digital Customer Feedback Forms
Not in this Report:
- Phone Surveys
- In-Person Surveys
- Focus Group Studies
Global Online Market Research Services Market - Suppliers by Region
| Country/Region | Number of Suppliers |
|---|---|
| #1 South America | 66,145 |
| #2 India | 21,810 |
| #3 China | 21,810 |
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Geography Drilldown - US, Canada & Europe
Average Cost of Online Market Research Services
United States
2026 Market Pricing$0.10 to $XX.XX
per completed surveyCanada
Europe
Average Price
Prices in the Online Market Research Services market range from $0.10 to $XX.XX, depending on Sample Source, Incidence Rates, Survey Length, Level of Service & Analysis and Location. For example, lower prices are associated with Buyer's sample of people, whereas higher prices are associated with Supplier's sample of people.
Need the scoop on international price trends?
Between our Europe and Canada collections, we provide price data for 350 markets so you can instantly compare prices across borders. Or, use our custom research services for intel on prices in any region across the globe.
Online Market Research Services Category Price Trends
Pricing trends are indicated by the compound annual growth rate (CAGR) during a set period of time. For the Online Market Research Services market, prices in the US have grown 2.3% from 2022 to 2025. and +2.2% in Europe.
United States (2022-2025)
Canada (2017-2020)
Compound Annual Growth Rate
Europe (2022-2025)
Compound Annual Growth Rate
Wondering where prices are heading?
Price trend forecasts are available to subscribers, along with price driver projections and forward-looking cost structure data.
Cost Analysis - Total Cost of Ownership for Online Market Research Services
Total cost of ownership is Low in the Online Market Research Services market. The average cost of ownership differs depending on the contract but generally includes costs negotiated before the contract begins, costs billed during the contract period and unforeseen costs. For example, unforeseen costs in the form of Delays may raise the total cost of ownership unexpectedly.
Billed During
Additional Fees
Unforeseen
Delays
Obsolescence
Buyer Power in Procurement Negotiations
In 2026, buyer power amounts to -0.5 in the United States. Buyer power is most positively impacted by Recent Price Trend. It is most negatively impacted by Recent Price Volatility. Subscribers can access details on eight other factors that impact buyer power. Learn more
United States
Canada
Europe
Buyer power forecasts: your glimpse into the future
Develop strategies for the upcoming year and identify unforeseen opportunities for buying now
- Actionable "Buy Now" and "Buy Later" insights
- Near-real-time updates to current and forecast Buyer Power Scores
- Methodology and weightings for Buyer Power Score Components
Supply Chain Risk
The average level of supply chain risk is assessed as Medium, which has a negative impact on buyer power. The level of supply chain risk is affected by industry volatility, barriers to entry, competition, import penetration, regulation and industry financial risk. Buyers in this market can mitigate procurement and supply chain management risks by monitoring risk levels for individual first and second tier suppliers:
1st
Tier Suppliers
- Data Processing & Hosting Services
- Computer & Packaged Software Wholesalers
- Internet Service Providers
- Commercial Leasing Firms
2nd
Tier Suppliers
- Wired Telecom Carriers
- Operating Systems & Productivity Software Publishers
- Computer Manufacturers
- Semiconductor & Circuit Manufacturers
- Real Estate Sales & Brokerage Firms
Biggest Online Market Research Services Suppliers in the US by Revenue
The largest Online Market Research Services vendors by revenue in the US are Information Resources Inc., Wpp Plc and Iqvia Holdings Inc. Subscribers can sort and filter by market share concentration, profit level and other factors. Learn more
| Supplier | Operational Size | Headquarters | Number of Employees | Market Share (%) | Market Share Performance (3yr trend) | Total Revenue ($ million) | Profit Level (%) | Risk Level |
|---|---|---|---|---|---|---|---|---|
| Nielsen Holdings Plc | Global | NEW YORK, NY | >10,000 | 10-15 | ||||
| Iqvia Holdings Inc. | Global | Durham | >10,000 | 5-10 | ||||
| Wpp Plc | Global | London, UK | >10,001 | < 5 | ||||
| Gfk Se | International | Nürnberg, DE | >10,000 | < 5 | ||||
| Ipsos | Global | Paris, FR | >10,001 | < 5 | ||||
| Icf International, Inc. | Global | RESTON | 1,001-10,000 | < 5 | ||||
| Npd Group Inc. | International | Port Washington , NY | 1,001-10,000 | < 5 | ||||
| Westat Inc. | Global | Rockville , MD | 1,001-10,000 | < 5 | ||||
| Comscore Inc. | Global | RESTON, VA | 1,001-10,000 | < 5 | ||||
Looking for a list of suppliers by country?
Subscribers can access vendor information on Canadian and European suppliers, too. We also offer custom research services to help with vendor sourcing anywhere in the world.
Profit Analysis
The average profit margin across vendors in the Online Market Research Services market is 10.9% and steady. Profit levels shift depending on suppliers' spend on wages, purchases and overhead. The highest cost component for vendors is Overhead. The cost trend for this component is stagnating, when considering movement between 2025 and 2026. To understand cost forecasts for 2027 and uncover the implications on profit, start your subscription. Learn more
Vendor & Supply Chain Analysis
High competition and moderate profit margins on average result in an overall moderate vendor financial risk level.
Although supply chain risk is moderate overall, suppliers do not depend on many critical inputs that threaten service continuity. Supply chain risk mainly stems from the demand side due to the discretionary nature of online market research services, which leads to fluctuations in demand according to economic conditions.
There is a low level of concentration within the market, with the top four suppliers accounting for less than 30.0% of total market revenue. Limited barriers to entry and few capital requirements help keep market concentration low, thereby allowing small firms and sole practitioners to saturate the market.
The United States is a net importer of computers, meaning it imports more computers than it exports. While lower manufacturing costs abroad drive down prices for imported computers, relying on imports can lead to potential shortages or price increases if there are supply chain disruptions due to geopolitical tensions, trade disputes, or global crises.
Supplier Information
Nielsen Holdings Plc
Nielsen Holdings plc is a global audience measurement, data, and analytics provider to media publishers, marketers, and advertising agencies for linear television, streaming, digital, and listening platforms. It offers One Measurement Solutions, which includes cross-media, television audience, digital audience,... Subscribe to learn more
Iqvia Holdings Inc.
IQVIA Holdings Inc. provides advanced analytics, technology solutions, and clinical research services to the global life sciences industry. It leverages its IQVIA CORE to deliver unique and actionable insights. It also offers a comprehensive collection of healthcare information, spanning sales, prescription... Subscribe to learn more
Comscore Inc.
Comscore Inc. is a public company operating globally in the professional, scientific and technical services sector. The company's offerings include opinion polling services and online market research services. Founded in 1999, the company is currently headquartered in RESTON, Virginia, United States of America... Subscribe to learn more
Gfk Se
Gfk Se is a private company operating internationally in the professional, scientific & technical services sector. The company's offerings include opinion polling services, online market research services and focus group research services. Founded in 1934, the company is currently headquartered in Nürnberg,... Subscribe to learn more
Icf International, Inc.
ICF International, Inc. is a global professional services and technology-based solutions provider serving the energy, environment, infrastructure, disaster recovery, health, social programs, security, and other civilian & commercial markets. It offers management, technology, and policy consulting and implementation... Subscribe to learn more
Information Resources Inc.
Circana, LLC is a private company operating globally in the professional, scientific & technical services sector. The company's offerings include online market research services, focus group research services and telephone market research services. Founded in 2002, the company is currently headquartered in... Subscribe to learn more
Ipsos
Ipsos is a public company operating globally in the professional, scientific & technical services sector. The company's offerings include opinion polling services, online market research services, focus group research services and telephone market research services. Founded in 1975, the company is currently... Subscribe to learn more
Npd Group Inc.
Npd Group Inc. is a private company operating internationally in the professional, scientific & technical services sector. The company's offerings include opinion polling services, online market research services and focus group research services. Founded in 1966, the company is currently headquartered in... Subscribe to learn more
Westat Inc.
Westat Inc. is a private company operating globally in the professional, scientific & technical services sector. The company's offerings include opinion polling services, online market research services, focus group research services and telephone market research services. Founded in 1963, the company is Subscribe to learn more
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Procurement Management KPIs for the Online Market Research Services Market
Managing vendor performance throughout the contract period is easier when tracking specific key performance indicators (KPIs). For example, buyers should monitor Cost per Conversation and On-Time Delivery (OTD). Buyers may experience better performance throughout their contracts if they establish service level agreements (SLAs) based on Data Quality and other factors.
| KPI | Level of Importance (1-5) | Measurements | Key Considerations |
|---|---|---|---|
| Cost per Conversation |
|
Price per survey response Cost to provide each survey response |
Generally, under the CPC pricing model, the harder it is to find qualified respondents, the higher the price will be. Suppliers should provide tangible evidence to justify the price per survey response they charge for each survey they conduct. |
| On-Time Delivery (OTD) |
|
Number of survey responses received by deadline Minimum number of survey responses required by deadline Actual project completion date Agreed-upon project completion date |
Under the CPC pricing model, buyers determine how many completed surveys they require for a study, and suppliers often impose a minimum number of completes. After the desired number of completes is reached, the supplier stops sending out the survey. While the amount of time it takes to reach the minimum number of surveys may be difficult to estimate, suppliers should be able to fulfill the number of survey responses that they set in a reasonable amount of time. All deliverables should be completed within the designated time frame unless a change to the scope of services or deadlines is agreed upon by both parties. |
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Questions to Ask During Procurement Negotiations
How can I gain leverage during negotiations?
Quality Control
Are respondents in your database qualified for different eligibility criteria? How detailed are your identification capabilities?
How do you ensure survey respondents do not complete the same survey more than once?
Customer Base
What types of clients have you worked for in the last three years?
How many of your clients are returning clients? What are some reasons previous clients have not renewed their contracts?
Workforce
What type of training does your staff receive?
How experienced is your staff in providing marketing insights on the data that is collected?
The ultimate prep for procurement negotations
View all 29 negotiation questions for this category when you subscribe.
Online Market Research Services RFP Guidelines
What should my RFP include?
Organizational Overview
Buyers should describe their organization, including what they do, where they are located and who their target audience is.
Buyers should provide details on the market research services they are currently using.
Statement Of Need
Buyers should detail the scope of services that they require.
Buyers should describe the methodology and type of market research they are seeking.
Project Budget
Buyers should specify their budgets for online market research services.
Buyers should inquire about different pricing models and any additional charges that may appear beyond the initial service price.
The RFP process made easy
Find out how you can access RFP templates for 800+ procurement categories to start writing better, more consistent RFPs.
We display average pricing information, trends and market data.
Our Reports include:
- Opportunity assessment
- Market dynamics
- Recent developments
- Positive and warning trends
- Buyer power levers
- Price environment and market pricing
- Geographic wage rates
- Global market updates
- Total cost of ownership
- Cost structure benchmarks and analysis
- Supply chain and vendors
- Global supplier breakdown
- Market share concentration
- Regulation and business requirements
- Vendor management and KPIs
- Sourcing strategy guidance
