Understanding the Role of a B2B Market Research Company

B2B market research companies specialize in gathering market and customer insights in B2B industries. These insights are often pivotal to the success of a B2B company’s strategic decisions by helping them to understand their target audiences. They can form the basis for launching a new product, entering a new market, or evaluating the ROI of a brand marketing campaign.

However, a poorly designed research study, flawed data, or weak analysis leads to bad guidance. For that reason, choosing the right B2B market research partner is critical.

We’ve compiled a shortlist of the top B2B market research companies in 2026, from global players to boutiques. These are the most respected agencies with a track record of market research in B2B industries.

Our criteria

• B2B specialists: Market research agencies that specialize in B2B research, or have an in-house team dedicated to B2B research.
• Full service: Only offer end-to-end research solutions. (No data or survey solution providers that have added-on client services.)
• Client experience: Proven track record in B2B research based on client reviews and case studies.
• Size: Been in business for at least 3 years and are not solo consultants.
• Location: Operates in the United States (but may be headquartered internationally).

Top B2B market research companies in 2026

1. Werk Insight

Werk Insight is an award-winning B2B market research agency that stands out for its approach to data quality and client service. It is a good choice if you are looking for a trusted research partner to design an end-to-end qualitative or quantitative research study in B2B markets.

Werk Insight has a strong track record for market research in industrial, manufacturing, construction, IT, financial services and professional services sectors. The firm was founded by Nik Werk in 2021, who saw a better way to do B2B market research. It is privately held and head-quartered in Nashville TN.

Headquarters: Nashville, TN, United States
Sectors: Industrial, manufacturing, construction, IT, financial services, professional services
Founded: 2021
Ownership: Privately held
CEO: Nik Werk

2. Kantar

Kantar is a global data, insights, and consulting company. As a large multinational company, Kantar is well known for both B2C and B2B market research. It delivers research projects across many industries and audiences using primarily online survey panels, with an emphasis on integrating AI and technology into its research processes.

Headquarters: London, UK
Sectors: Multiple
Founded: 1992
Ownership: Private equity (Bain Capital and WPP)
CEO: Paul Zwillenberg

3. B2B International

B2B International is a full-service research firm that is a part of Dentsu B2B. Headquartered in the UK, it also has subsidiary offices in the US, Germany, and China. It offers a range of research solutions across multiple B2B industries. Dentsu Group reported a net loss of $2 billion in 2025, following on from a $1.3 billion loss in 2024, citing a goodwill impairment from acquisitions and underperformance in its international business.

Headquarters: Manchester, UK
Sectors: Multiple
Founded: 1998
Ownership: Public; acquired by Dentsu Group (OTCMKTS: DNTUY) in 2018

4. Cascade Insights

Cascade Insights is a research firm that delivers market insights for tech companies implementing GenAI. With a focus on competitive intelligence, messaging testing, and market opportunity assessments, Cascade primarily serves clients in the emerging tech sector, ranging from startups to enterprise organizations.

Headquarters: Portland, OR, United States
Sectors: GenAI
Founded: 2006
CEO: Sean Campbell
Ownership: Privately owned

5. Forrester

Forrester is a global research and advisory firm that helps business and technology leaders make informed decisions to accelerate growth. It is known for its published Wave research reports, which guide technology buyers. The firm is headquartered in the US with multiple offices around the world and over 1,500 employees. While a major player in the research industry, in recent years it has struggled to incorporate acquisitions; the public company halted shareholder dividends in 2019 and reported a net loss of $119.4 million in 2025, citing a goodwill impairment.

Headquarters: Cambridge, MA, United States
Sectors: Multiple
Founded: 1983
CEO: George F. Colony
Ownership: Public; NASDAQ:FORR

6. Kadence International

Kadence is a global boutique agency offering full-service capabilities with a local touch. With offices across Asia, Europe, and the U.S., Kadence blends deep cultural insights with advanced analytics to serve multinational clients in sectors like healthcare, technology, and education.

Headquarters: London, UK
Sectors: Healthcare, technology, education
Founded: 1991

7. Ipsos

Ipsos is a global market and opinion research company that provides data and insights to help organizations make better decisions. It is one of the world’s largest research agencies with over 20,000 employees, including a team of B2B researchers. It reported a gross margin of €2.52 million in 2025.

Headquarters: Paris, France
Sectors: Multiple
Founded: 1975
CEO: Jean Laurent Poitou
Ownership: Public; OTCMKTS: IPSOF

8. Gartner

Gartner is a research and advisory firm focused on business and technology. With over 21,000 employees globally, it operates in 90 countries and territories. It is known for its Magic Quadrant reports which provide industry-level analysis of market trends, such as direction, maturity, and participants. It generated $1.6 billion EBITDA in 2025; an almost 25% profit margin.

Headquarters: Stamford, CT, United States
Sectors: Multiple
Founded: 1979
CEO: Gene Hall
Ownership: Public; NYSE:IT

9. Wakefield Research

Wakefield is a research firm that provides quantitative and qualitative insights with a strong emphasis on public relations, thought leadership, and brand storytelling. The company often works with global brands to generate newsworthy findings and strategic consumer intelligence.

Headquarters: Arlington VA, United States
Sectors: Multiple
Founded: 2008

10. Arlington Research

Arlington is a UK-based research agency that combines traditional B2B and B2C qualitative methodologies with a journalistic mindset. Frequently partnering with PR and marketing teams, Arlington delivers compelling qualitative insights that drive media coverage and thought leadership.

Headquarters: Reading, UK
Sectors: Multiple
Founded: 2017
Ownership: Privately owned

11. Adience

Adience is a boutique research firm that offers both qualitative and quantitative research solutions across specific B2B verticals. Its team of US and UK-based researchers are supported by a global network of research partners. The firm was founded by Chris Wells in 2020 and is privately owned.

Headquarters: New York, NY, United States
Sectors: Financial services, technology, professional services
Founded: 2020
CEO: Chris Wells
Ownership: Privately owned

12. SIS International

SIS is a global research agency offering a blend of qualitative and quantitative research, strategic consultancy and marketing solutions to Fortune 500 companies. Headquartered in New York, it has offices in London, Dubai and Shanghai.

Headquarters: New York, NY, United States
Sectors: Multiple
Founded: 1984
CEO: Ruth Stanat
Ownership: Privately owned

13. Geostrategy Partners

Geostrategy Partners is a market research and strategy firm serving clients competing in industrial and business-to-business markets since 1992. It focuses on competitive strategies where products and solutions compete for customers across multiple B2B verticals.

Headquarters: Atlanta GA, United States
Sectors: Multiple
Founded: 1992
CEO: Mark Towery
Ownership: Privately owned

14. C+R Research

C+R Research is a women-owned B2C and B2B market insights agency. It offers research services across select B2B verticals, namely healthcare, utilities and food service. Its team is experienced in conducting in-depth interviews, focus groups, surveys, and online discussions with a variety of target audiences, including small business owners, healthcare executives, food service operators, physicians and nurses.

Headquarters: Chicago IL, United States
Sectors: Healthcare, utilities, food service
Founded: 1959
CEO: Paul Metz
Ownership: Privately owned

15. Savanta

Savanta is a market research and data analytics firm that serves B2C and B2B clients. Headquartered in the UK, it was formed in 2019 through the merger of several research agencies under the Next15 Communications Group (including Circle Research, VIGA, Morar HPI, and Charterhouse Research).

Headquarters: London, United Kingdom
Sectors: Multiple
Founded: 2003
CEO: Christine Petersen
Ownership: Subsidiary of Next15 Group plc (NFG:LSE)

What to look for in a B2B market research company

Selecting the right B2B market research company requires careful consideration of several critical factors to ensure the insights delivered are reliable, actionable, and aligned with your business goals.

• Data quality should be a top priority—look for firms that use rigorous sampling techniques, respondent verification, and robust analysis to ensure trustworthy results.
• Senior researchers with hands-on involvement bring strategic depth and industry know-how, so prioritize agencies where experienced consultants lead projects, not just oversee them.
• It’s essential to choose a partner with relevant B2B industry experience, as navigating complex buying processes and niche decision-maker audiences demands sector-specific knowledge.
• Consider the firm’s geographic reach and depth—whether you need local expertise, global insights, or both, their ability to execute across markets matters.
• Expertise in specific research methodologies such as segmentation, brand tracking, or buyer journey mapping can significantly affect the success of your project.
• A strong partner will also offer custom research design, tailoring approaches to your business objectives rather than delivering off-the-shelf solutions.
• Finally, a consultative approach—where the agency acts as a strategic advisor, not just a data provider—ensures findings are translated into impactful business decisions.

The importance of specialized expertise in B2B research

Compared to B2C markets, it is often challenging to research B2B audiences. Engaging specialized B2B agency research ensures that the study addresses these specific challenges and is effective at gathering relevant information.

B2B research studies are usually targeted toward a highly specific audience in a particular niche or vertical. Participants need to have a high level of understanding of technical subject matter. This can make it difficult to recruit the right people for a research study. This is further complicated if it’s a B2B industry with high levels of compensation (e.g., finance), or where workers are not in one designated location (e.g., construction trades).

B2B market research companies understand the unique challenges and demands faced by B2B brands. They use their industry knowledge to design a relevant study and parse out insights from the data. This specialized understanding ensures the research findings are relevant and actionable. It is key to unlocking growth potential and gaining a competitive edge.

Full-service research v. DIY research

A full-service research firm provides end-to-end research solutions. This includes designing the research study, conducting the fieldwork, analyzing the data, and presenting the findings. Full-service agencies often promise to deliver actionable insights for clients.

By comparison, DIY research involves working with a tech solution provider who provides survey software and data collection. You will need to design the study and parse out business insights from the data yourself. This is often cheaper, but it can be time-consuming and challenging for anything beyond the most basic research study.

Big agency v. boutique

Large agencies like Kantar, Forrester and Gartner employ hundreds of researchers in multiple locations worldwide. These firms are well known for their research services across B2C and B2B industry verticals. They do not specialize in one niche and claim to be able to “do it all”. Large agencies are often the first choice if you do not have a specific idea or budget in mind.
Mid-sized agencies have between 10 and 100 employees. While they might specialize broadly in B2B industries, they are not known for their expertise in any one particular vertical.

Small agencies have fewer than 10 employees. If you have a research need for a specific B2B audience, then a boutique agency can offer the same solutions as a mid-sized or large agency, but with deeper expertise and a tailored client experience.
Boutique agencies are often founded by former directors or heads of large agencies, so you are often getting a high level of experience. These founders saw an opportunity to provide a higher level of service and better research by starting their own agency. They are closer to the research process so can ensure standards are being upheld.

Unlike a mid-sized or large agency, you are not going to be passed from a sales team to an account team, so you have a better idea of who you are working with and whether they understand your specific industry and research need.

Small agencies often naturally specialize in specific industries based on the expertise of their researchers and their industry contacts. If you are looking for research in a specific B2B industry, such as construction, manufacturing, IT or financial services, a boutique research agency is a good choice. You are more likely to work with a senior researcher who understands how to research your target market.

Private v. public ownership

In our experience, there is a profound disconnect between research quality and agencies that are public or private equity owned. Investors expect returns or dividends from the company and that places pressure on the agency to cut capital costs in ways that are detrimental to the quality of the research.

One instance where this is prevalent is in the quality of data sample. To cut costs, public and PE-owned research firms use online panels, even though the validity of the data is doubtful. These agencies often claim to use technology or AI to filter out fraud, but there is no impartial oversight. Interviews conducted by phone or video using CATI are more reliable and insightful but cost more.
Public and private equity owned firms also typically have a larger workforce and higher overheads. This further necessitates cutting costs. As a result:

• The bulk of the research is conducted by junior analysts, who are cheaper to hire, instead of experienced researchers.
  • Working in a production line, the research project may get passed between multiple individuals at different stages, with no true accountability. This often means that critical insights are missed, or the data is misconstrued by an inexperienced analyst.
• Account teams face a heavy workload and are often slow to respond to client requests, especially if they are difficult to answer.
• By comparison, privately owned research firms are not beholden to investors or shareholders. Research integrity is important because they don’t have large marketing budgets and rely on their reputation to win business. Therefore, they are less likely to cut corners in the research process and have higher standards for client communications.

Geographic reach

In a digital world, it is no longer necessary for research agencies to have an office in every country. Most research agencies can conduct global research with B2B audiences in multiple geographic markets. This is particularly the case for international markets that are highly accessible, including countries and regions like the US, UK, Canada, Mexico, the EU, Australia, Hong Kong, Singapore and Brazil. To get a better sense of whether a research agency can deliver a global study, look for recent multi-market case studies on their website or ask them to provide examples.

One exception to this is if you want to research a geographic market that is harder to access due challenging language, political or cultural restraints, such as Japan, Russia, China and sub-Saharan Africa. In those cases, it is best to look for a local research partner or a large agency with an on-the-ground presence in that region.

If you want an in-depth market research study in the United States, it is a good idea to hire a research agency that is headquartered in the US. The US is a large and fragmented market that can be split into multiple distinct regions (North-East, Midwest, Pacific North-West, South-East, Mountain, South-West and West Coast). It is common for industry practices and norms to vary by region and state. A market research agency headquartered in the United States will have a deeper comprehension of terminology, cultural norms and regulations that are specific to your industry.

Data collection methods: online surveys v. telephone interviews

Online survey panels are susceptible to fraud in B2B market research. While some research companies claim to use technology to filter out fraudulent data, this does not include validating the respondent’s identity.

Increasingly, B2B market research companies are eschewing online panels for more transparent and reliable data sources, such as computer-assisted telephone interviews (CATI).

Criteria for Evaluating a B2B Market Research Firm

When evaluating B2B market research companies, you want to choose a partner with the right experience and expertise to meet your needs. It’s important that they understand the nuances of your specific market and can advise on how best to conduct the research.

Consider the following when evaluating potential partners:

• Proven track record with similar B2B brands
• Ability to offer both qualitative and quantitative research methods
• Research integrity around data collection methods
• Strong communication and reporting practices
• Positive client testimonials and case studies

Making an informed choice involves analyzing these factors carefully. The right firm becomes a valuable ally, providing the insights needed to drive strategic business decisions.

Questions to ask a market research agency

• What is your research experience in my specific B2B industry?
• When did you last complete a study in this industry?
• What are specific challenges to researching this B2B audience?
• What is a reasonable budget to research this audience?
• What job titles or profiles do you recommend targeting?
• How do you recruit online survey respondents?
• How are online survey respondents’ identities validated?
• How much does each completed interview or survey cost?
• Who is going to be working on my research project from your team?
• Where are your researchers located?

Conclusion: Making the Informed Choice for Your B2B Market Research Needs

Selecting the right B2B market research partner is critical to business success. A partner that understands your business, the challenges unique to your industry, and how best to research your target audience will gather more meaningful insights. Those insights form the basis for decision making in your organization and can help you to secure a competitive edge in the market.

Contact us if you are looking for a B2B market research agency to help with a research project.