Contents
Key points
- The global insights industry reached US$153 billion in 2024 1.
- In 2023, Asia Pacific grew fastest (+9.5%), ahead of the Middle East and Africa (+9.2%) and the rest of the Americas (+8.7%), against +8.0% worldwide 2, 3, 4.
- Among countries, Kazakhstan (almost +24%), Vietnam (+17.2%), Colombia (+15.1%) and India (+14.8%) stood out 2, 4.
- India’s research and insights industry grew 10.9% in its 2025 financial year, to about US$3.5 billion 7.
- The US industry reached US$89.3 billion in 2025, up 7.8% 6.
A note on data: ESOMAR publishes the detail by country in its paid Global Market Research reports. The most recent country and regional figures available publicly are for 2023, published in 2024 and 2025.
Growth by region
ESOMAR measured growth of 8.0% for the global insights industry in 2023 2. Three regions grew faster:
- Asia Pacific: +9.5%, with an expected 8.6% in 2024; research software, led by digital data analytics, is the main engine 2.
- Middle East and Africa: +9.2%, the second-highest growth in the world in absolute terms 3.
- Rest of the Americas (Latin America and Canada): +8.7%, with a projection of 10.3% for 2024 4.
The United States grew 7.6% in 2023, to US$77.0 billion 5, and Europe 6%, to US$34 billion 8.
These are nominal rates, in US dollars and before inflation. After inflation, growth was much lower in some regions: ESOMAR measured net growth of -1.2% for the Middle East and Africa 3 and 1.1% for the rest of the Americas 4.
Countries to watch
India. India grew 14.8% in 2023, and ESOMAR expected 13.4% in 2024 2. In 2022 it had already overtaken China as the largest market in Asia Pacific 9. The Market Research Society of India puts the industry at about US$3.5 billion in the 2025 financial year, up 10.9%, with analytics making up nearly 60% of the market 7. Read our guide to market research in India.
Vietnam and Southeast Asia. Vietnam grew 17.2% in 2023 (9.5% expected in 2024) and Indonesia 8.1% 2. See our guides to Vietnam and Indonesia.
Kazakhstan. The fastest-growing country in Asia Pacific in 2023, at almost 24% in absolute terms 2. See our guide to Kazakhstan.
Colombia and Peru. In Latin America, Colombia grew 15.1% and Peru 10.7% in 2023 4. See our guides to Colombia and Peru.
Australia. A mature market that still grew 10.2% in 2023 2. See our guide to Australia.
Beware of inflation. Turkey grew 88.2% in 2023 in absolute terms but 22.3% after inflation 8, and Argentina’s turnover rose 83.1% in local currency while it fell from US$87 million to US$71 million in dollars 4. These figures reflect inflation and exchange rates more than real growth.
What drives growth
- Analytics and research software. Software is the fastest-growing part of the industry worldwide (+11.5% in 2024) 1, and it drives growth in Asia Pacific 2 and India, where analytics grew 14% in 2025 7.
- Digital and mobile adoption. In Africa, ESOMAR points to AI, mobile and internet adoption and the shift from face-to-face to online methods 3.
- Economic diversification. In the Gulf countries, it cites economic diversification, government spending on digital transformation and a young, tech-savvy population 3.
- International clients. In India, demand from international clients and captive centres supports growth 7.
What it means for research buyers
- Local capacity is growing in emerging markets: more agencies, more online panels and more analytics skills.
- Methods differ by market. Online works well in some fast-growing countries, but face-to-face is still needed for many audiences. Check our country guides before you set quotas and budgets.
- Compare local agencies. You can send one request to up to 5 agencies from any country or city page of this directory.
Frequently asked questions
Which region has the fastest-growing market research industry?
Asia Pacific, with 9.5% growth in 2023 according to ESOMAR, ahead of the Middle East and Africa (9.2%) and the rest of the Americas (8.7%).
Which countries have the fastest-growing research markets?
In 2023, ESOMAR measured almost 24% growth in Kazakhstan, 17.2% in Vietnam, 15.1% in Colombia and 14.8% in India, among others.
How big is the market research industry in India?
About US$3.5 billion in the 2025 financial year, up 10.9%, according to the Market Research Society of India.
Why are some growth rates so high?
In some countries, such as Turkey and Argentina, high inflation and currency changes inflate growth in local currency or nominal terms. Net growth after inflation is much lower.
Sources
- ESOMAR, Global Market Research 2025: inside the US$153bn insights industry (Research World, Nov. 2025)
- ESOMAR, The remarkable ascent of Asia Pacific in global insights (Research World, Jan. 2025)
- ESOMAR, Navigating trends and challenges in the Africa and Middle East region (Research World, Feb. 2025)
- ESOMAR, The economic awakening of Latin America (Research World, Jan. 2025)
- ESOMAR, Research software in the US: who is pushing the envelope forward? (Research World, Jan. 2025)
- Insights Association, U.S. insights & analytics industry reaches $89.3 billion (Aug. 2026)
- Social Samosa, India research and insights industry growth in FY2025 (MRSI report, Jan. 2026)
- ESOMAR, 2023’s market research anchor: Europe’s insights industry (Research World, Dec. 2024)
- ESOMAR, Asia Pacific: the global engine of the insights industry (Research World, Nov. 2023)
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