Is the Research Market Growing?

Let me state the conclusion right at the start: It is sometimes said of the research sector that it is "like carob—it neither grows nor shrinks." Is that really the case?

The research (insights) market is growing overall. There is no contraction; in fact, there is steady growth—and even accelerating growth in certain segments.

The global insights industry reached approximately $153 billion in 2024. This figure represents about one-seventh to one-eighth of the global advertising market ($1.1–1.2 trillion). In other words, while not "colossal," it is a "small-to-medium" scale global industry.

Its most compelling aspect is its impact factor: although employment in the sector is relatively low, the insights generated directly influence brands' multi-billion-dollar decisions regarding advertising, products, and investments. It is a knowledge-based sector that achieves high leverage with a lean workforce.

While the traditional market research segment is growing slowly but positively, the real growth is occurring in research software and the digital/AI domains.

As a sector that has utilized tools like SPSS, SAS, Quantum, and Quanvert; worked with CRM and big data; mastered pivot tables; integrated statistics with other disciplines; and possesses the patience required for process and data handling—I believe we will successfully navigate the transformation during this transitional period. After all, reliable information remains our greatest asset. Global landscape (ESOMAR Global Market Research 2025)
ESOMAR categorizes the sector into three segments:

Market Research (traditional + fieldwork): ~$56 billion · +4.8%
Research Software (software, panels, AI, self-serve): ~$62 billion · +11.5% · key driver
Reporting / Business Services: ~$35 billion · +8.1%
Total Insights: ~$153 billion · +8.2% (~4.6% adjusted for inflation)

The total was ~$142 billion in 2023. The forecast for the end of 2025 is to exceed $160 billion.

Drivers of growth: digitalization and online/mobile; AI and automation; self-serve platforms; real-time/agile research; data analytics and social listening. While face-to-face and CATI are becoming niche, software and digital solutions are expanding the market.

Turkey
ESOMAR data is limited (dating back to 2016). Independent estimates indicate that market research and public opinion polling revenue is growing at an annual rate of approximately 5% in local currency (2024–2028). Due to high inflation, real growth may be lower; however, the sector is growing in nominal terms. Online surveys, mobile, and WhatsApp are supporting this growth.

Key research methods
Online methods are dominant. Face-to-face, CATI, and CAPI are niche. Qualitative research (in-depth interviews, focus groups) accounts for a smaller share of total spending. Quantitative — researchers' regular usage (2022, Statista; totals exceed 100% as multiple methods could be selected):
Online surveys: regular 85% · occasional 9%
Mobile research: 47% · 33%
CATI: 13% · 21%
Face-to-face (F2F / PAPI): 12% · 27%
CAPI: 10% · 19%

Online/mobile quantitative accounts for approximately 34–35% of industry revenue.

Revenue share (ESOMAR, approximate, 2022–23):
Online/mobile quantitative ~35%
Telephone/CATI ~3–4%
Face-to-face (F2F/PAPI + CAPI) ~2–4% (higher in developing countries)
Total quantitative ~64–70%
Total qualitative ~13–16%

Qualitative:
Online qualitative ~5–6%
Face-to-face focus groups ~2–3%
In-depth interviews (IDI) ~2%
Online IDIs are increasing.
Diary studies are niche; usually part of online/mobile qualitative or audience measurement.

Turkish context
2016 ESOMAR: ~65% of quantitative spending was face-to-face, ~13% CATI, ~19% online. Today, the online share appears to have increased; face-to-face persists in rural areas, among the elderly, or for projects requiring representativeness.

Summary: Online is by far the most common. Face-to-face + CAPI have declined. CATI is mid-range. IDIs and focus groups form the basis of qualitative research; online versions are growing. Diary studies are limited.

Budgets
Price; Costs vary based on sample size, target audience difficulty, country, report depth, and additional services. A 30–50% increase in labor-intensive methods was observed between 2023 and 2025. The figures below are weighted toward Western Europe/USA; costs in Turkey may generally be 40–70% lower.

Quantitative (USD):
Online / mobile: 5,000–15,000+ · $3–50 / survey
CATI: 15,000–30,000+ · $12–100 / survey
Face-to-face / CAPI: 20,000–50,000+ · $25–70 / interview
Mail / IVR: 10,000–25,000

Qualitative (USD):
IDI: $500–1,500 / interview · 10–15 interviews: $5,000–15,000
Face-to-face focus group: $6,000–15,000+ / group
Online focus group: $4,000–8,000 / group
Diary / mobile ethnography: $3,000–12,000+ / project

Small project: €/€8,000–15,000
Medium: $20,000–50,000
Multi-country: $100,000+
ESOMAR Global Prices Study 2025: prices are rising, particularly for F2F and CATI. Online remains cost-effective, though panel and incentive costs are increasing. Turkey (average, typical):
Online survey: 50,000–250,000 TL
CATI: 1.5–2 times the cost of online
Face-to-face / CAPI: most expensive
Focus group: 30,000–100,000 TL / group
IDI: 5,000–15,000 TL / interview

Average. To provide an actual quote, the model needs to be defined: target audience, number of questions and format, methodology, sample, analysis, and deliverables.