Strong Growth for Fast-Changing US Insights Sector

The US insights and analytics industry showed continuing topline growth in 2024, according to the Insights Association's annual state of the industry report. Overall US revenue grew 7.6% to around $82.9bn, but behind this lies a rapid transformation from traditional research to research tech and digital solutions.

The 51st annual State of US Insights & Analytics Report highlights trends for the overall US industry and competing segments, as well as in-depth analysis, with summary and reviews from industry experts, a list of the Top 50 market research companies and a showcase of the IA's 25 biggest members. The report is developed in partnership with ESOMAR, industry analysis firm Outsell, and the Michigan State University's Master of Science in Marketing Research and Analytics program.

Overall revenue growth of 7.6% exactly matched last year's figure (see chart). Association CEO Melanie Courtright comments: 'The US insights and analytics industry may appear steady on the surface, but it's undergoing rapid and meaningful transformation beneath. From AI becoming an operational staple to a renewed focus on data quality and intentional client investments, this is a moment of both challenge and opportunity. Those who embrace technology, trust, and consultative value will lead the way forward.'

The report is free to IA members and can be found at www.insightsassociation.org/Resources/Reports-Library/Insights-Analytics-Market-Report .