Procurement Market Intelligence Report
Telephone Market Research Services
Sourcing Guide & Market Intelligence
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Telephone Market Research Services Global Overview
Definition
Summary
Telephone market research groups engage in quantitative and qualitative research over the phone and gather information on opinions and attitudes about a product, person or service from a diverse set of individuals. Sole practitioners and market research firms and agencies generally provide these services to buyers such as advertising agencies, television broadcasting firms and government agencies.
This Report Includes:
- Surveys
- Polls
- Interviews
Not in this Report:
- Online Market Research
- In-Person Market Research
- Mail Market Research
Global Telephone Market Research Services Market - Suppliers by Region
| Country/Region | Number of Suppliers |
|---|---|
| #1 Europe | 33,715 |
| #2 South America | 14,205 |
| #3 China | 11,115 |
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2
Geography Drilldown - US
Average Cost of Telephone Market Research Services
United States
2026 Market Pricing$10.00 to $XXX.XX
per interviewAverage Price
Prices in the Telephone Market Research Services market range from $10.00 to $XXX.XX, depending on Incidence Rate, Source of Sample, Desired Number of Respondents and Level of Service & Analysis. For example, lower prices are associated with High incidence rate and Respondents who are registered voters, whereas higher prices are associated with Low incidence rate and Respondents with an annual household income of over $100,000.
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.
Telephone 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 Telephone Market Research Services market, prices in the US have grown 2.0% from 2022 to 2025. Subscribers can access price trend forecasts, price driver projections and forward-looking cost structure data. Learn more
United States (2022-2025)
United States (2025-2028)
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 Telephone Market Research Services
Total cost of ownership is Low in the Telephone 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
Consumables
Labor
Unforeseen
Delays
Buyer Power in Procurement Negotiations
In 2026, buyer power amounts to 0.0 in the United States. Buyer power is most positively impacted by Forecast Price Trend. It is most negatively impacted by Market Share Concentration. Subscribers can access details on eight other factors that impact buyer power. Learn more
United States
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
- Data Processing & Hosting Services
- Computer & Packaged Software Wholesalers
- Wired Telecom Carriers
- Commercial Leasing Firms
2nd
Tier Suppliers
- IT Consulting Firms
- Operating Systems & Productivity Software Publishers
- Computer Manufacturers
- Telecom Networking Equipment Manufacturers
- Real Estate Sales & Brokerage Firms
Biggest Telephone Market Research Services Suppliers in the US by Revenue
The largest Telephone Market Research Services vendors by revenue in the US are Information Resources Inc., Wpp Plc and Icf International, 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 | 5-10 | ||||
| Ipsos | Global | Paris, FR | >10,001 | 5-10 | ||||
| Wpp Plc | Global | London, UK | >10,001 | < 5 | ||||
| Icf International, Inc. | Global | RESTON | 1,001-10,000 | < 5 | ||||
| Abt Associates Inc. | National | Cambridge, MA | 1,001-10,000 | < 5 | ||||
| JD Power & Associates | Global | Westlake Village, CA | 501-1,000 | < 5 | ||||
| Maritz Holdings Inc. | Global | Fenton, MO | 1,001-10,000 | < 5 | ||||
| Westat Inc. | Global | Rockville , MD | 1,001-10,000 | < 5 | ||||
| Information Resources Inc. | < 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 Telephone Market Research Services market is 6.2% and steady. Profit levels shift depending on suppliers' spend on wages, purchases and overhead. The highest cost component for vendors is Wages. The cost trend for this component is rising, 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
Average vendor financial risk is low in this market because suppliers do not rely on risky inputs and operate with healthy profit margins.
Low barriers to entry facilitate a low market share concentration in this market, so no vendor wields significant control over prices.
Supply chain risk in this market is low, since vendors do not rely on physical inputs and have reliable streams of demand.
On May 27, 2022, the California Privacy Protection Agency (CPPA) released their first draft of impending regulations that would implement the California Privacy Rights Act (CPRA). This regulation would go into effect on January 1, 2023 and would require businesses (including providers of telephone market research services) to disclose all personal data collected about consumers on or after January 1, 2022.
The United States is a net importer of telephone sets, which indicates a high level of competition in the market from foreign vendors. While an increased reliance on imported goods increases supply chain risk slightly, the wide level of distribution and readily available nature of telephone sets from retail establishments helps alleviate these risks.
Supplier Information
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
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
Abt Associates Inc.
Abt Associates Inc. is a private company operating nationally in the professional, scientific & technical services sector. The company's offerings include opinion polling services and telephone market research services. Founded in 1965, the company is currently headquartered in Cambridge, Massachusetts, United... 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
JD Power & Associates
JD Power & Associates is a private company operating globally in the professional, scientific & technical services sector. The company's offerings include opinion polling services and telephone market research services. Founded in 1968, the company is currently headquartered in Westlake Village, California,... Subscribe to learn more
Lieberman Research Worldwide Inc.
Lieberman Research Worldwide Inc. is a private company operating internationally in the professional, scientific & technical services sector. The company's offerings include telephone market research services. Founded in 1973, the company is currently headquartered in Los Angeles, California, United States... Subscribe to learn more
Maritz Holdings Inc.
Maritz Holdings Inc. is a private company operating globally in the information and professional, scientific & technical services sectors. The company's offerings include telephone market research services and loyalty program management software. Founded in 1894, 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 Telephone 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 Customer Retention Rate and Employee Training Rate. 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 |
|---|---|---|---|
| Customer Retention Rate |
|
Number of customers at start of period Number of customers added within period |
The customer retention rate represents the number of customers a company is able to retain over a set timeframe. The customer retention rate can be a useful metric to distinguish the vendors that provide continuous value from the vendors that provide one-off, unsatisfactory services. This KPI is particularly relevant to this market because buyers of market research services are likely to purchase services repeatedly. |
| Employee Training Rate |
|
Number of employees that undergo evaluation Number of employees that pass evaluation |
The employee training rate represents the share of employees a company is able to successfully train. A highly trained workforce is crucial to the deployment of properly executed telephone interviews. A supplier with a highly trained workforce will be able to more accurately and informatively represent the buyer's business when dealing with customers, thus increasing the likelihood that customers will be satisfied after the call. |
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Questions to Ask During Procurement Negotiations
How can I gain leverage during negotiations?
Training
What type of training does your staff receive?
What is your level of experience with marketing? Do you have staff dedicated to marketing?
Quality Control
Are respondents in your database prescreened for different eligibility criteria?
What percentage of the calls you make comes from auto-generated numbers?
Customer Base
What types of clients and markets have you worked with in the past two years?
What percentage of your clients is returning clients? What are some reasons previous clients have not renewed their contracts?
The ultimate prep for procurement negotations
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Telephone Market Research Services RFP Guidelines
What should my RFP include?
Organizational Overview
Buyers should provide an overview of their organization, including their industry, number of employees and locations where they operate.
Buyers should include their mission and any underlying goals related to conducting research.
Statement Of Need
Buyers should detail the purpose of the research project, including the type of information they wish to receive from the surveys.
Buyers should specify the format for responses that they wish to receive (e.g. binary, Likert scale, open-ended, or some combination of the three.)
Project Budget
Buyers should specify the maximum budget for the project.
Buyers should request a breakdown of any additional costs beyond the cost per complete.
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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
