Generalist Market Research Firms — North America

Overview

Generalist market research consultancies excel when your programs demand sophisticated orchestration across multiple methodologies and markets, combined with advanced analytics and strategic activation capabilities. These full-service partners provide end-to-end research solutions from initial design through fieldwork execution to final analysis and business implementation. The firms featured here offer publicly documented evidence of their capabilities, professional certifications, and proven case study delivery.

Choose enterprise-level partners for global tracking studies and heavily regulated categories where audit trails and compliance documentation become procurement requirements. Select mid-market firms when you need dedicated team models and industry specialization without enterprise overhead. Boutique consultancies offer speed, craftsmanship, and deep sector expertise for focused programs requiring nimble execution and creative problem-solving.

Category buckets

• Enterprise consultancies - Global scale firms like Kantar, NIQ/GfK, and Dynata offering worldwide infrastructure
• Mid-market specialists - Focused firms like Westat and Escalent providing dedicated teams and sector expertise
• Boutique practices - Agile consultancies like C+R Research and Directions Research offering craft and specialization

1. Burke, Inc.

Burke, Inc. distinguishes itself as one of the few market research firms maintaining both ISO 20252:2019 and ISO 27001:2022 certifications, making it particularly valuable for healthcare and enterprise programs where audited data quality and information security become procurement requirements. Their Cincinnati headquarters supports global operations with particular strength in advanced analytics, segmentation, and tracking programs.

• Best for: Healthcare, brand, and customer experience programs requiring highest data quality and information security standards
• Key strengths:
  • Full-service qualitative and quantitative capabilities with advanced analytics and R&D innovation
  • Dual ISO 20252:2019 and ISO 27001:2022 certifications ensuring stringent data quality and security standards
  • Strong healthcare innovation insights and segmentation activation capabilities
• Sector focus: Healthcare and enterprise programs with regulated data requirements
• Pricing: Enterprise pricing (not publicly disclosed)
• Application tip: Choose Burke when audited quality standards and security certifications are explicit procurement requirements

2. Kantar (Profiles/Research Services)

Kantar Profiles provides strategic data collection partnerships with programmatic access to over 170 million people across 100+ markets, powered by their Qubed AI anti-fraud technology. Their Research Services division offers comprehensive survey solutions from omnibus studies to complex custom fieldwork, with their Healthcare division maintaining specific ISO 20252 certification for regulated research environments.

• Best for: Large-scale custom survey data collection with connected data capabilities and anti-fraud protection
• Key strengths:
  • Massive global reach (170+ million people) with advanced Qubed AI fraud prevention technology
  • Comprehensive service portfolio including omnibus, DIY platforms, and sample-only fieldwork solutions
  • Healthcare division with ISO 20252 certification for regulated research environments
• Sector focus: Cross-industry with notable healthcare panel specializations
• Pricing: Enterprise contracts (not publicly disclosed)
• Application tip: Use Kantar Profiles for scale and data quality, then pair with specialized consulting partners for strategic activation

3. Westat

Westat specializes in government and large-scale evaluation studies, bringing decades of experience executing landmark federal programs including the OPM Federal Employee Viewpoint Survey since 2004 and NAEP educational assessment support since 1983. Their Rockville headquarters manages nationwide data collection with particular expertise in survey design, statistical methodology, and clinical research.

• Best for: Government and complex large-scale studies requiring evaluation methodology and statistical rigor
• Key strengths:
  • Comprehensive survey design, data collection, and statistical evaluation capabilities
  • Long-standing federal program management including FEVS, NAEP, and USDA WIC studies
  • Great Place to Work certification (2024) with 81% employee satisfaction rating
• Sector focus: Public sector, health, and education research with federal program expertise
• Pricing: Government contracting model (not publicly disclosed)
• Application tip: Select Westat when program integrity and federal-grade methodological rigor are essential requirements

4. Dynata

Dynata operates a global first-party panel supporting scaled data collection and media measurement capabilities with modern data stack integrations including AWS and Snowflake platforms. Their brand lift and creative testing solutions provide established media effectiveness measurement while their panel infrastructure enables rapid scaling of quantitative research programs.

• Best for: First-party panel data at scale with brand lift and media measurement capabilities
• Key strengths:
  • Global panel infrastructure with brand lift, creative testing, and tracking capabilities
  • Modern data stack with documented AWS and Snowflake integrations for enterprise clients
  • Proven case study delivery including Virgin Media brand lift and Visa SMB enablement programs
• Sector focus: Cross-industry with particular strength in media and brand measurement
• Pricing: Enterprise data collection contracts (not publicly disclosed)
• Application tip: Use Dynata for scaled data collection infrastructure, then combine with strategic consulting partners for activation when needed

5. C+R Research

C+R Research delivers custom insights across consumer, retail, and CPG categories through comprehensive mixed-method approaches documented in their extensive case study library. Their Chicago headquarters supports national programs including kitchen appliance central location testing, brewery portfolio optimization, and kids retail shopper segmentation using advanced statistical methods like MaxDiff analysis.

• Best for: Custom insights across consumer, retail, and CPG sectors requiring mixed-method approaches and clear storytelling
• Key strengths:
  • Full-service capabilities including A&U studies, tracking, segmentation, product testing, and UX research
  • Rich case study portfolio demonstrating CLT/focus group combinations and advanced analytics
  • Proven mixed-method execution combining quantitative analysis with qualitative insights
• Sector focus: Consumer goods, retail, and CPG with shopper and product testing expertise
• Pricing: Custom project pricing (not publicly disclosed)
• Application tip: Choose C+R Research for programs requiring clear narrative storytelling and mixed-method integration across qualitative and quantitative approaches

6. Directions Research

Directions Research maintains consistent recognition as an Insights Association Top 50 U.S. company and Top 25 Market Research firm, delivering end-to-end custom insights across multiple sectors from their Cincinnati headquarters. Their capabilities span market assessment, innovation testing, brand equity tracking, and advanced analytics with emphasis on clear communication and compelling visual presentation.

• Best for: End-to-end custom insights requiring strong reporting capabilities and multi-sector expertise
• Key strengths:
  • Comprehensive capabilities including market assessment, innovation, product testing, and brand tracking
  • Consistent industry recognition through Insights Association Top 50 and Top 25 rankings
  • Strong emphasis on actionable insights with clear communication and compelling visual storytelling
• Sector focus: Consumer goods, healthcare, finance, technology, retail, and restaurant industries
• Pricing: Custom consulting engagement (not publicly disclosed)
• Application tip: Select Directions Research for scaled but agile programs requiring strong presentation capabilities across diverse industry sectors

7. Escalent

Escalent provides enterprise research programs through their Implementation Consultants model, offering dedicated managed service teams for research, data, and analytics with flexible onshore, offshore, and dual-shore deployment options. Their approach enables consistent bandwidth and quality across quarterly planning cycles while providing specialized expertise in energy, automotive, technology, and financial services.

• Best for: Enterprise programs requiring embedded teams and consistent managed services across multiple quarters
• Key strengths:
  • Implementation Consultants providing dedicated team models for sustained research and analytics support
  • Flexible bandwidth with onshore, offshore, and dual-shore team deployment options
  • Deep sector expertise across energy, automotive, technology, telecom, financial services, health, and consumer markets
• Sector focus: Energy, automotive, technology/telecom, financial services, healthcare, and consumer goods
• Pricing: Flexible bandwidth model based on dedicated team requirements (no public rate card)
• Application tip: Use dedicated Implementation Consultant teams to stabilize research throughput and maintain consistent quality across quarterly business planning cycles

8. Hotspex (Canada)

Hotspex applies behavioral science principles to brand strategy and growth through their proprietary Brand Singularity framework, which transforms fragmented brand assets into unified growth engines. Their Toronto-based team combines Mapping Motivations methodology with Virtual Buying Studio capabilities to deliver coherent brand and communications strategies with documented revenue impact.

• Best for: Behavioral science-led brand strategy and growth requiring asset coherence and communications integration
• Key strengths:
  • Brand Singularity framework delivering +23% revenue improvement as brand coherence increases
  • Behavioral Science Toolkit including Mapping Motivations and Virtual Buying Studio capabilities
  • Proven multi-market brand work with Cannes-recognized case studies for global snack brands
• Sector focus: Brand strategy, packaging, communications, and media coherence across categories
• Pricing: Brand consulting engagement (not publicly disclosed)
• Application tip: Choose Hotspex when brand asset coherence and communications cohesion are strategic priorities requiring behavioral science validation

9. NIQ + GfK

NIQ (NielsenIQ) and GfK combined in 2022 to create a leading global measurement provider offering total store read capabilities, cloud-based analytics platforms, and comprehensive market structure insights. Their measurement data complements primary research suppliers by providing observed retail and consumer behavior context that grounds strategic decisions in market reality.

• Best for: Retail/CPG measurement and omnichannel analytics providing market context for strategic research programs
• Key strengths:
  • Total store read capabilities with comprehensive POS and consumer measurement data
  • Cloud-based analytics platforms enabling real-time market structure analysis
  • Combined NIQ and GfK capabilities creating leading global measurement infrastructure
• Sector focus: Retail/CPG, technology & durables, and consumer insights with measurement foundation
• Pricing: Enterprise measurement contracts with data licensing and analytics services
• Application tip: Use NIQ/GfK measurement data alongside primary research suppliers to ground strategic decisions in observed market behavior and competitive context

How Agent Interviews Helps

Agent Interviews enhances consultancy partnerships by augmenting fieldwork capabilities with advanced moderated interview features, AI-powered transcription, and rapid qualitative coding that accelerates insight generation. Our centralized highlight reels and stakeholder alignment tools help consultancy teams communicate findings more effectively across diverse stakeholder groups, while comprehensive quality assurance and audit trails support governance requirements alongside consultancy delivery standards.

Selection tips & next steps

Structure your RFP process to capture methodology options across qualitative and quantitative approaches, target market coverage and feasibility assumptions, and detailed deliverable specifications including dashboard requirements and activation workshop formats. Request current certifications and professional memberships, documented privacy compliance frameworks, and example deliverable samples that demonstrate analytical depth and presentation quality. Establish clear expectations for data retention windows, secure transfer protocols, and ongoing stakeholder communication throughout project execution.

Ready to explore specialized expertise? Visit our Consultancies hub for comprehensive regional context and access to additional shortlists covering UX/tech specialists and APAC generalist firms that complement North American capabilities.