Strong Topline Growth for US Insights Sector, Says IA

The US insights and analytics industry grew revenue 7.8% to $89.3 billion in 2025, according to a report published by the Insights Association in partnership with ESOMAR, Outsell, and Michigan State University's MSMRA program.

Just out, the 2026 State of U.S. Insights & Analytics Report gives a detailed view of the current US market and some of the key trends defining its future. The topline figure is impressive - suggesting the sector is expanding at more than twice the pace of the US economy as a whole - and continues a strong trend, with growth between 7.5% and 8.0% in each of the last three years.

The report defines a category it calls 'Digital Data Analytics' and says it has become the industry's largest segment, accounting for 37% of total revenue; but also says that 'Res Tech' generally is now responsible for almost 50% of the total. In addition to expert analysis of trends, the publication features the annual Top 50 U.S. Insights & Analytics Companies by revenue, and the Top 25 IA Member Companies.

IA Chief Executive Anita Watkins states: 'The U.S. insights and analytics industry is in a position of strength, but the bigger story is transformation. As AI reshapes how organizations generate and use intelligence, our industry's greatest opportunity is to ensure every decision is grounded in trusted, verified, human understanding.'

The association's home page is at www.insightsassociation.org and the report can be downloaded here: www.insightsassociation.org/Resources/2026-Insights-Analytics-Market-Report? - free to members, $249 for non-members.