In 2026, India’s market research industry sits at the heart of how businesses make decisions. As consumer behaviour becomes more fragmented and competition intensifies across sectors, companies can no longer rely on intuition alone. Decisions around pricing, product launches, advertising, and expansion increasingly depend on data-backed insights.
What defines the market research industry in 2026 is transformation rather than scale alone. Traditional survey-based research is giving way to faster, tech-enabled, and analytics-driven models. Clients expect real-time insights, sharper segmentation, and clear business impact. At the same time, the industry is dealing with margin pressure, talent shortages, and rapid changes in data privacy norms.
This article breaks down the current size of India’s market research industry in 2026, the factors driving its expansion, the problems it faces, and what the future holds.
Quick Overview: Market Research Industry in India (2026)
| Aspect | Status |
| Total industry size | ₹6,500–7,200 crore |
| Annual growth rate | ~8–10% |
| Organised sector share | ~80% |
| Key service areas | Consumer research, analytics, CX |
| Major client sectors | FMCG, BFSI, tech, retail, media |
| Export contribution | High (global research delivery) |
| Delivery model | Hybrid (onshore + offshore) |
| Industry stage | Tech-driven transformation |
Industry Size and Structure (2026)
By 2026, India’s market research industry is estimated to be worth ₹6,500–7,200 crore, including domestic research services and offshore research delivery for global clients. India plays a dual role in the global research ecosystem—both as a large consumer market and as a cost-efficient research and analytics hub.
The industry structure is highly organised, dominated by multinational research firms, large Indian analytics companies, and specialised niche players. Traditional full-service research agencies coexist with data analytics firms, CX platforms, and digital research startups.
A significant portion of revenues comes from:
- Consumer and brand research
- Media and advertising measurement
- Customer experience (CX) tracking
- Analytics and data modelling
- Global research operations outsourced to India
India’s strength lies in skilled talent, English-language capability, and scalable delivery models.
Key Growth Drivers in 2026
1. Explosion of Data-Driven Decision Making
Businesses across sectors are under pressure to justify decisions with data. Marketing budgets, product investments, and customer acquisition strategies increasingly depend on measurable insights.
This shift has expanded the role of market research from reporting to strategic advisory, supporting senior management and boards.
2. Digital Consumption and Platform Economy
Digital platforms—e-commerce, OTT, fintech, and food delivery—generate massive data streams. Companies need help interpreting this data to understand customer journeys, preferences, and churn drivers.
Research firms that combine traditional research with digital analytics are seeing strong demand.
3. Growth of Customer Experience (CX) Measurement
CX has become a board-level metric. Continuous tracking of customer satisfaction, loyalty, and service quality is now standard across banking, telecom, airlines, and retail.
This has created recurring revenue models for research firms through dashboards, trackers, and subscription-based insights.
4. Expansion of Indian Consumer Markets
Rising incomes, regional diversity, and rapid urbanisation make India a complex consumer market. Brands launching products across Tier-2 and Tier-3 cities rely heavily on localised research to reduce risk.
Regional language research and hyperlocal insights are gaining importance.
5. Global Outsourcing and Analytics Hub Role
India remains a preferred destination for global market research operations. Offshore analytics, survey programming, data processing, and advanced modelling work contribute significantly to industry revenues.
This export orientation provides stability even when domestic budgets tighten.
Segment-wise Performance
1. Consumer and Brand Research
This remains the largest segment. It includes brand health tracking, usage and attitude studies, concept testing, and pricing research. While volumes are stable, clients demand faster turnaround and sharper insights.
2. Media and Advertising Research
Media measurement, ad effectiveness studies, and audience analytics continue to be important. However, fragmentation of media platforms has increased complexity and reduced reliance on single-source data.
3. Customer Experience (CX) Research
CX research is one of the fastest-growing segments. Continuous feedback loops, real-time dashboards, and journey mapping are now standard offerings.
4. Analytics and Advanced Insights
Analytics-driven services—predictive modelling, segmentation, and behavioural analysis—are growing faster than traditional survey research. This segment delivers higher margins but requires specialised talent.
5. B2B and Industrial Research
B2B research remains smaller but stable. It supports sectors such as manufacturing, infrastructure, healthcare, and technology, where decision cycles are longer and sample access is limited.
Competitive Landscape
The Indian market research industry is competitive but concentrated at the top. Global firms such as NielsenIQ and Kantar operate alongside Indian analytics companies and specialised boutique firms.
Large firms benefit from scale, technology platforms, and global client relationships. Smaller players compete through niche expertise, faster delivery, or cost efficiency.
The rise of DIY research tools and SaaS platforms has increased competition at the lower end of the market.
Key Challenges in 2026
1. Pricing and Margin Pressure
Clients increasingly expect more insights for the same or lower cost. Automation and DIY tools have reduced the perceived value of basic research, squeezing margins for traditional agencies.
2. Talent Shortages
Demand for data scientists, behavioural analysts, and CX specialists outpaces supply. Attrition remains high as talent moves between research firms, consulting, and tech companies.
3. Speed Expectations
Clients want insights in days, not weeks. Balancing speed with quality and methodological rigour is an ongoing challenge.
4. Data Privacy and Compliance
Stricter data protection norms and consent requirements increase compliance costs. Managing respondent data responsibly has become a critical operational priority.
4. Declining Survey Participation
Consumers are increasingly reluctant to participate in surveys. Lower response rates affect data quality and increase fieldwork costs.
Structural Shifts Visible in 2026
Several long-term changes are reshaping the industry:
- Shift from project-based to subscription models
- Integration of research with analytics and consulting
- Growing role of automation and AI
- Decline of standalone, long-format surveys
- Increased importance of storytelling and business impact
The industry is moving from data collection to decision enablement.
Forecast: Market Research Industry Outlook (2026–2030)
Short-Term Outlook (2026–2027)
- Steady growth driven by CX and analytics
- Continued pressure on traditional survey revenues
- Increased adoption of hybrid research models
Medium-Term Outlook (By 2030)
By 2030, India’s market research industry could reach ₹11,000–12,000 crore. Growth will depend on:
- Deeper integration with analytics and AI
- Ability to demonstrate clear ROI to clients
- Expansion of global delivery services
- Talent development and retention
Firms that fail to adapt risk becoming commoditised data providers.
Final Takeaway
In 2026, India’s market research industry is no longer just about asking questions—it is about helping businesses make better decisions. Demand for insights is strong, but expectations are higher than ever.
The future belongs to research firms that combine methodological strength with technology, analytics, and clear storytelling—turning data into direction in an increasingly complex market.
