Procurement Market Intelligence Report
Focus Group Research Services
Sourcing Guide & Market Intelligence
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Focus Group Research Services Global Overview
Definition
Summary
Focus group research service providers engage in qualitative research and gather information on opinions and attitudes about a product from a diverse set of individuals. Focus groups are often used to determine the viability of bringing a new product to market or to improve current products.
This Report Includes:
- Face-to-face Market Research
- Phone-based Market Research
Not in this Report:
- Internet-based Market Research
- Mail-based Market Research
Global Focus Group Research Services Market - Suppliers by Region
| Country/Region | Number of Suppliers |
|---|---|
| #1 Europe | 4,485 |
| #2 South America | 1,890 |
| #3 China | 1,480 |
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Geography Drilldown - US & Canada
Average Cost of Focus Group Research Services
United States
2026 Market Pricing$2,000.00 to $XX,XXX.XX
per campaignCanada
Average Price
Prices in the Focus Group Research Services market range from $2,000.00 to $XX,XXX.XX, depending on Type of participants, Number of participants, Length of survey and Level of analysis. For example, lower prices are associated with General consumers ($2,000 to $12,000 per campaign), whereas higher prices are associated with Specialized professionals ($16,000 to $35,000 per campaign).
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.
Focus Group Research Services Category Price Trends
Pricing trends are indicated by the compound annual growth rate (CAGR) during a set period of time. For the Focus Group Research Services market, prices in the US have grown 1.3% from 2022 to 2025. Meanwhile, the recent three-year CAGR for Canada is +1.2%.
United States (2022-2025)
Canada (2016-2019)
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 Focus Group Research Services
Total cost of ownership is Low in the Focus Group 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.
Negotiated Before
Pre-evaluation
Billed During
Upgrades
Unforeseen
Delays
Buyer Power in Procurement Negotiations
In 2026, buyer power amounts to -0.2 in the United States. Buyer power is most positively impacted by Forecast Price Trend. It is most negatively impacted by Price Driver Volatility. Subscribers can access details on eight other factors that impact buyer power. Learn more
United States
Canada
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 Low, which has a positive 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
- Ad Space Providers
- Computer Manufacturers
- Commercial Real Estate Lessors
- Internet Service Providers
2nd
Tier Suppliers
- Media Conglomerates
- Semiconductor & Circuit Manufacturers
- Real Estate Brokers
- Telecom Networking Equipment Manufacturers
Biggest Focus Group Research Services Suppliers in the US by Revenue
The largest Focus Group Research Services vendors by revenue in the US are Information Resources Inc., National Research Corporation and Wpp Plc. 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 | ||||
| Npd Group Inc. | International | Port Washington , NY | 1,001-10,000 | < 5 | ||||
| Westat Inc. | Global | Rockville , MD | 1,001-10,000 | < 5 | ||||
| Forrester Research, Inc. | Global | CAMBRIDGE, MA | 1,001-10,000 | < 5 | ||||
| System1 Group Plc | Global | London, UK | 251-500 | < 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 Focus Group Research Services market is 8.6% 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 falling, 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
The moderate supply chain risk within this market hurts buyer power because the chances of service disruptions and price volatility are heightened. Thankfully for buyers, a large number of available upstream computer, software and real estate suppliers ensures that market suppliers can still provide services despite a moderate risk of supply chain disruptions.
As economic activity picks up alongside the reopening of US cities, demand for this service will continue to increase and ensure that average vendors can better manage supply chain risk.
This market’s low level of regulation and low rate of change improves buying power, because it reduces the risk of new regulations, which often leads to price increases.
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
Forrester Research, Inc.
Forrester Research, Inc. is a global independent research and advisory firm. It offers products and services through three business segments: the Research segment, which includes subscription-based research services under the Forrester Decisions, Forrester Research, and SiriusDecisions Research brands; the... 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
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
National Research Corporation
National Research Corporation is a healthcare service company that develops a holistic humanized healthcare experience management framework. It offers a portfolio of subscription-based solutions that provide actionable information and analysis to healthcare organizations across patient experience, service... 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
System1 Group Plc
System1 Group Plc is a public company operating globally in the professional, scientific & technical services sector. The company's offerings include focus group research services. Founded in 2006, the company is currently headquartered in London, United Kingdom with an estimated 375 employees. Subscribe to learn more
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Procurement Management KPIs for the Focus Group Research Services Market
Managing vendor performance throughout the contract period is easier when tracking specific key performance indicators (KPIs). For example, buyers should monitor Current Ratio (Assets/Liabilities) and Customer Concentration. Buyers may experience better performance throughout their contracts if they establish service level agreements (SLAs) based on Recruitment Quality and other factors.
| KPI | Level of Importance (1-5) | Measurements | Key Considerations |
|---|---|---|---|
| Current Ratio (Assets/Liabilities) |
|
Current Assets Current Liabilities |
The current ratio represents a company’s liquidity. The current ratio can be used to determine a company’s ability to utilize its current assets to satisfy its current liabilities. |
| Customer Concentration |
|
Revenue Per Customer (RPC) Total Revenue |
The customer concentration represents the amount of revenue associated with a single customer. The customer concentration can be used to determine the need to diversify client portfolios. It is recommended that the customer concentration remains at or below 10.0%. |
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Questions to Ask During Procurement Negotiations
How can I gain leverage during negotiations?
Experience and Expertise
For how many years have you been involved with consumer research?
Are you a member of any professional association, such as the American Marketing Association or the Marketing Research Association?
Reputation
What types of clients have you worked for in the past two years?
What other companies within my industry have you served?
Timeliness
How do you plan on organizing this project in terms of goals?
Will you be working on multiple projects at once, or solely mine?
The ultimate prep for procurement negotations
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Focus Group Research Services RFP Guidelines
What should my RFP include?
Organizational Overview
Buyers should give an overview of their organization, including their industry, number of employees and locations where they operate.
Buyers should include their mission, operating philosophy and any underlying goals.
Statement Of Need
Buyers should describe the project purpose and the type of information they wish to receive from focus group research.
Buyers should specify the format or formats of surveying that they wish to receive responses from (e.g. in-person only, phone and mail).
Project Budget
Buyers should specify the maximum budget for the project.
Buyers should request a full breakdown of costs, including any costs per participant and additional fees or charges.
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
