Reference table
Market research companies compared, 2026
What each of the big research firms is good at, and who it suits
A side-by-side shortlist of the main market research companies in 2026: NielsenIQ, Kantar, Ipsos, Gartner, IQVIA, Dynata, Forrester, Euromonitor, Mintel, YouGov and Forsta, plus Koji for custom AI interviews. Each row says what the firm is best at and which buyer it suits, so a team can pick two or three to talk to. Koji is the option for teams who want to run custom interviews, concept tests and price tests themselves.
Where this appears
What's in this reference table
| Company | Best for | Who it suits |
|---|---|---|
| NielsenIQ | Retail measurement and consumer panel data | Consumer goods brand and category teams |
| Kantar | Brand tracking, ad testing and shopper panels | Global brands running brand health programmes |
| Ipsos | Public affairs and multi-country surveys | Governments, NGOs and multinationals |
| Gartner | Technology buying advice and analyst research | IT and business leaders choosing vendors |
| IQVIA | Healthcare and pharmaceutical data | Pharma, biotech and medtech teams |
| Dynata | Survey sample and panel access at scale | Teams that design their own surveys |
| Forrester | Technology and customer experience strategy | CX, marketing and technology leaders |
| Euromonitor | Market sizing and forecasts by country | Strategy and expansion teams |
| Mintel | Trend reports and category analysis | Product and marketing teams in consumer goods |
| YouGov | Fast polling and brand perception | Comms, PR and brand teams |
| Forsta | Large customer and employee experience programmes | Large organisations with always-on surveys |
| Koji | Custom AI interviews, concept and price tests | Founders, PMs, researchers and agencies |
Use this image
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<a href="https://www.koji.so/visuals/market-research-companies-compared-2026"><img src="https://www.koji.so/visuals/market-research-companies-compared-2026/market-research-companies-compared-2026.png" alt="Table comparing 12 market research companies by what each is best for and who it suits, from NielsenIQ and Kantar to Koji." width="1200" height="1301" /></a>
<p>Source: <a href="https://www.koji.so/visuals/market-research-companies-compared-2026">Market research companies compared, 2026</a>, Koji</p>
