Michigan's market research industry plays a critical role in guiding business decisions and consumer understanding. This sector features a range of companies specializing in data analytics, consulting, and community insights, primarily focusing on various industries such as automotive, healthcare, and retail. Analysts note a trend toward integrating advanced technologies like AI and automation in research techniques. As businesses increasingly prioritize data-driven strategies, the demand for market research services continues to rise, underscoring the need for accurate consumer insights that drive innovation and satisfaction.

The following list features 25 market research companies based in Michigan, varying from established firms like J.D. Power, founded in 1968, to newer players such as Datanal Services, launched in 2019. These companies differ significantly in size, with some employing over 1,000 people while others maintain small teams. They cover a wide range of specializations, from consumer and digital insights to brand analytics, demonstrating their pivotal roles in shaping business strategies across various sectors.

Continue reading to explore noteworthy market research companies in Michigan.

Top 25 Market Research Companies in Michigan

1. Escalent

• Website: escalent.co
• Ownership type: Private Equity
• Headquarters: Livonia, Michigan, United States (USA)
• Employee distribution: India 69%, United States (USA) 26%, United Kingdom (UK) 2%, Other 3%
• Latest funding: May 2019
• Founded year: 1989
• Headcount: 1001-5000
• LinkedIn: thinkescalent

Escalent is a market research and consulting firm based in Livonia, Michigan, with a workforce of over 1,000 employees. Established in 1989, the company specializes in data analytics and advisory services aimed at helping clients understand human and market behaviors. They serve a variety of industries, including automotive, consumer goods, energy, financial services, health, technology, telecom, and travel. Escalent offers a comprehensive suite of solutions, such as market assessments, brand positioning, and customer experience management. Their expertise extends to both qualitative and quantitative research, ensuring that they can provide insights that drive strategic decision-making. The firm has also expanded its capabilities through acquisitions, enhancing its service offerings and market presence. Escalent's focus on actionable insights and their ability to adapt to market changes make them a relevant player in the market research industry.

2. The Martec Group

• Website: martecgroup.com
• Ownership type: Corporate
• Headquarters: Royal Oak, Michigan, United States (USA)
• Employee distribution: United States (USA) 45%, China 34%, Germany 19%, Other 2%
• Latest funding: February 2008
• Founded year: 1984
• Headcount: 51-200
• LinkedIn: the-martec-group

The Martec Group, based in Royal Oak, Michigan, is a market research and consulting firm that has been operational since 1984. With a workforce of around 112 employees, the company specializes in providing actionable insights tailored to various industries, including Automotive, Healthcare, and Food & Beverage. Their services range from Market Intelligence to Competitive Intelligence, aimed at helping businesses navigate complex market dynamics and drive growth. Martec's approach is characterized by a consultative methodology, ensuring that they align their research with the specific needs of their clients. They have a global presence, with significant employee distribution in the USA, China, and Germany, indicating their capability to operate in international markets. The company has not reported any recent funding, suggesting a stable operational model without reliance on external financial support.

3. 7th Sense Research

• Website: 7thsr.com
• Ownership type: Corporate
• Headquarters: Bingham Farms, Michigan, United States (USA)
• Employee distribution: United States (USA) 100%
• Latest funding: December 2024
• Founded year: 2002
• Headcount: 11-50
• LinkedIn: 7th-sense-research

7th Sense Research, based in Bingham Farms, Michigan, is a market research firm founded in 2002. The company specializes in providing consumer insights through a variety of research methodologies, including qualitative, ethnographic, and quantitative studies. With a team of experienced research specialists, 7th Sense aims to uncover deep insights that inform product development and marketing strategies for businesses, particularly in the automotive and corporate sectors. Their services include advanced product clinics, online quantitative surveys, and in-depth qualitative research, all designed to help clients understand consumer preferences and behaviors. The firm has conducted over 30,000 qualitative sessions, showcasing their extensive experience in the field. 7th Sense Research operates entirely within the United States, emphasizing a strong focus on local consumer insights.

4. J.D. Power

• Website: jdpower.com
• Ownership type: Private Equity
• Headquarters: Troy, Michigan, United States (USA)
• Employee distribution: United States (USA) 55%, Canada 30%, China 8%, Other 7%
• Latest funding: July 2019
• Founded year: 1968
• Headcount: 501-1000
• LinkedIn: j-d--power-and-associates

J.D. Power is a consulting firm based in Troy, Michigan, that specializes in the automotive industry. Established in 1968, the company provides insights and analytics services to automotive manufacturers and dealerships. J.D. Power conducts various studies focused on customer satisfaction, sales processes, and overall market performance. Their research helps clients enhance customer experiences and improve business outcomes. The firm operates globally, with a significant presence in North America, Canada, China, and Japan, among other regions. J.D. Power is known for its rigorous methodologies and comprehensive analysis, making it a trusted source of information for stakeholders in the automotive sector.

5. Datanal Services

• Website: datanalservices.com
• Ownership type: Private
• Headquarters: Middleville, Michigan, United States (USA)
• Employee distribution: India 100%
• Founded year: 2019
• Headcount: 11-50
• LinkedIn: datanal-services

Datanal Services Pvt Ltd is a market research company based in Middleville, Michigan, with a significant operational presence in India. Established in 2019, the firm specializes in providing insights through various sampling methods and consulting services tailored to businesses, healthcare organizations, and consumers. Datanal Services focuses on leveraging technology to enhance the research process, ensuring high-quality data collection and actionable insights. Their service offerings include B2B and B2C sampling, healthcare research, and comprehensive market analysis. The company prides itself on its extensive global network, which allows it to access a wide range of demographics and firmographics. With over 10,000 projects completed and a client base exceeding 300, Datanal Services is committed to delivering reliable and timely research solutions. They are certified in ISO 9001 and ISO 27001, underscoring their dedication to quality management and information security.

6. Elma Research Italy

• Website: elmaresearch.com
• Ownership type: Private
• Headquarters: Milan, Michigan, United States (USA)
• Employee distribution: Italy 100%
• Founded year: 2008
• Headcount: 51-200
• LinkedIn: elma-research

Elma Research Italy is a market research agency based in Milan, established in 2008. With a workforce of approximately 78 employees, the company specializes in pharmaceutical marketing and insights. They offer a range of services that include qualitative and quantitative research, consulting, and innovative methodologies designed to help clients understand market dynamics. Elma Research focuses on healthcare professionals (HCPs), patients, and payors, providing actionable insights that inform commercial strategies. Their proprietary tools and techniques, such as gamification and social listening, enhance their research capabilities. The company operates with a strong emphasis on creativity, blending research with design to produce impactful outputs. Elma Research has not reported any funding, indicating a self-sustained operational model.

7. New Line Ricerche di Mercato

• Website: newl.it
• Ownership type: Private
• Headquarters: Milan, Michigan, United States (USA)
• Employee distribution: Italy 100%
• Founded year: 1981
• Headcount: 51-200
• LinkedIn: new-line-ricerche-di-mercato-s.r.l.

New Line Ricerche di Mercato, based in Milan, Michigan, is a private market research company founded in 1981. With a workforce of approximately 76 employees, the firm specializes in delivering analytical services primarily to the pharmaceutical sector. Their services include market monitoring, sales analysis, and the evaluation of marketing campaign effectiveness. This focus allows pharmaceutical companies to make data-driven decisions that can significantly impact their market strategies. New Line Ricerche di Mercato also collaborates with Information Resources, Inc. (IRI), a global leader in market information, to provide comprehensive insights into consumer behavior and market trends. Their extensive database, which includes over 400 million receipts, supports their analytical capabilities, enabling them to offer tailored solutions that meet the specific needs of their clients in the pharmaceutical industry.

8. The Fool

• Website: thefool.it
• Ownership type: Private
• Headquarters: Milan, Michigan, United States (USA)
• Employee distribution: Italy 100%
• Latest funding: Other (Debt), May 2014
• Founded year: 2008
• Headcount: 11-50
• LinkedIn: thefool

The Fool, based in Milan, Michigan, is a consulting firm founded in 2008 that specializes in digital intelligence services. With a team of 45 employees, the company provides insights and strategies to businesses, enabling them to better understand consumer behavior and market trends. Their services include social listening, consumer insights, and digital strategies aimed at enhancing brand reputation and decision-making processes. The Fool integrates various tools and methodologies to gather consumer insights from multiple sources, ensuring that their clients can make informed decisions based on comprehensive data analysis. They also offer unique tools like ViralMoment, which analyzes trends on platforms like TikTok using AI and computer vision. This innovative approach positions The Fool as a relevant player in the market research industry, particularly in the digital space.

9. MERCURIO MISURA Srl

• Website: mercurio-misura.it
• Ownership type: Private
• Headquarters: Milan, Michigan, United States (USA)
• Employee distribution: Italy 100%
• Founded year: 1958
• Headcount: 51-200
• LinkedIn: mercurio-misura-srl

MERCURIO MISURA Srl, founded in 1958, is a consulting firm based in Milan, Italy, that specializes in marketing and customer relationship management. The company offers a range of services, including relational marketing, customer service, training, and market research. They cater to various sectors, with a strong emphasis on pharmaceuticals and healthcare. MERCURIO MISURA has a notable history of integrating innovative approaches to market research, having introduced telephone marketing to Italy in the 1980s. Their commitment to quality is underscored by their ISO 9001:2015 certification. The firm operates primarily in Italy but also extends its services to Spain, Austria, Germany, and France. With over 60 years of experience and a client base exceeding 1,600 companies, MERCURIO MISURA is well-positioned to provide strategic insights and enhance customer engagement for its clients.

10. Jacobs Media

• Website: jacobsmedia.com
• Ownership type: Family Owned
• Headquarters: Bingham Farms, Michigan, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 1983
• Headcount: 11-50
• LinkedIn: jacobs-media

Jacobs Media, based in Bingham Farms, Michigan, is a family-owned consulting and research firm that specializes in the media industry. Established in 1983, the company has a rich history of innovation, having pioneered the Classic Rock radio format and expanded its services to include public radio and television consulting. Jacobs Media offers a range of services, including custom audience research, strategic planning, and digital revenue optimization. Their annual Techsurvey is a notable initiative that provides critical insights into audience behavior and technology adoption among radio listeners. The firm serves a variety of clients, including commercial and public radio stations, television networks, and digital media companies, helping them adapt to the rapidly changing media environment. Jacobs Media's commitment to delivering actionable research and insights has made it a respected name in the media consulting space.

11. Mercator Advisory Group (now Javelin Strategy & Research)

• Website: mercatoradvisorygroup.com
• Ownership type: Corporate
• Headquarters: Livonia, Michigan, United States (USA)
• Employee distribution: United States (USA) 100%
• Latest funding: March 2022
• Founded year: 2003
• Headcount: 11-50
• LinkedIn: mercator-advisory-group

Javelin Strategy & Research, previously known as Mercator Advisory Group, is a consulting firm based in Livonia, Michigan. Founded in 2003, the company specializes in providing strategic insights and advisory services primarily within the financial services industry. They cater to a range of clients, including financial institutions, fintech companies, and government agencies. Javelin focuses on critical areas such as digital banking, payments, fraud management, and wealth management. Their research and consulting services are designed to help clients understand market trends, enhance their digital strategies, and improve their fraud management practices. Javelin also offers primary data services, including various insights into North American payments and small business payments, which further solidifies their role as a key player in market research for the financial sector.

12. Second To None

• Website: second-to-none.com
• Ownership type: Private
• Headquarters: Ann Arbor, Michigan, United States (USA)
• Employee distribution: United States (USA) 65%, India 10%, France 6%, Other 19%
• Founded year: 1989
• Headcount: 51-200
• LinkedIn: second-to-none-inc.

Second To None, based in Ann Arbor, Michigan, is a customer experience consulting firm founded in 1989. The company specializes in mystery shopping and feedback analysis, providing businesses with insights to improve customer satisfaction and operational efficiency. They serve various sectors, including retail, restaurants, financial services, healthcare, and consumer products. Their services include mystery shopping, customer feedback surveys, brand reputation monitoring, and employee engagement surveys. With a team of over 115 employees and a network of more than 500,000 consumer shoppers, Second To None has built a robust platform for gathering actionable insights. Their commitment to enhancing customer experiences has led them to work with well-known brands like USAA, Patagonia, Starbucks, and Bose, showcasing their capability in the market research industry.

13. Nextplora

• Website: business.nextplora.com
• Ownership type: Private
• Headquarters: Milan, Michigan, United States (USA)
• Employee distribution: Italy 100%
• Founded year: 1999
• Headcount: 11-50
• LinkedIn: nextplora-spa

Nextplora, based in Milan, Michigan, is a private marketing consultancy that specializes in brand and media intelligence. Founded in 1999, the company has built a solid reputation over more than two decades, providing services that include brand tracking, crossmedia analysis, and campaign evaluation. Their approach is centered on generating actionable insights that help clients improve their advertising effectiveness and optimize media investments. Nextplora has worked with numerous prominent brands, offering tailored solutions that address specific marketing challenges. Their methodologies are designed to provide comprehensive evaluations of brand performance and media impact, making them a valuable partner for businesses aiming to enhance their marketing strategies. The firm operates entirely in Italy, reflecting a strong focus on the local market and its unique dynamics.

14. Ducker Carlisle

• Website: duckercarlisle.com
• Ownership type: Private
• Headquarters: Troy, Michigan, United States (USA)
• Employee distribution: United States (USA) 63%, India 20%, France 8%, Other 8%
• Founded year: 1961
• Headcount: 51-200
• LinkedIn: ducker-worldwide

Ducker Carlisle is a consulting firm based in Troy, Michigan, established in 1961. The company specializes in global consulting, strategy, and M&A support services. They offer a range of services that include research intelligence, market analysis, and transaction support, catering to businesses and private equity firms across various sectors. Ducker Carlisle's expertise lies in helping clients understand market trends, optimize growth strategies, and make informed decisions in complex environments. Their team, which includes over 240 employees, operates globally, with a significant presence in the United States, India, and Europe. The firm is known for its proprietary data and analytics capabilities, which enhance their consulting services and provide clients with actionable insights. Ducker Carlisle has successfully completed numerous projects annually, demonstrating their commitment to delivering value to their clients.

15. Anderson Economic Group, LLC

• Website: andersoneconomicgroup.com
• Ownership type: Private
• Headquarters: East Lansing, Michigan, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 1996
• Headcount: 11-50
• LinkedIn: anderson-economic-group

Anderson Economic Group, LLC, founded in 1996 and based in East Lansing, Michigan, is a boutique consulting firm that specializes in economic research and analysis. The firm provides a variety of services, including expert testimony, public policy analysis, market and industry analysis, and business valuation. Their clientele spans private firms, government entities, and non-profit organizations, indicating a broad engagement with different sectors. AEG has developed expertise in several industries, such as automotive, energy, and education, and has conducted research across the continental United States and beyond. Their rigorous approach to quality assurance, following ISO 9000 principles, ensures that their analyses are reliable and withstand scrutiny. AEG's consultants are known for their hands-on approach, working closely with clients to address unique challenges and deliver tailored solutions.

16. The Mars Agency

• Website: themarsagency.com
• Ownership type: Private Equity
• Headquarters: Southfield, Michigan, United States (USA)
• Latest funding: May 2021
• Founded year: 1972
• Headcount: 501-1000
• LinkedIn: the-mars-agency

The Mars Agency, also known as Mars United, is a consulting firm based in Southfield, Michigan, founded in 1972. With a workforce of approximately 799 employees, the company specializes in providing commerce and marketing solutions tailored for brands and retailers. Their services include strategy development, analytics, digital commerce, and retail consultancy, aimed at enhancing market presence and shopper engagement. A key feature of their offering is the proprietary technology platform, Marilyn, which delivers data-driven insights to optimize performance. The agency serves clients primarily in the retail and consumer goods sectors, focusing on creating impactful strategies that drive growth and improve customer experiences. Their expertise in navigating the complexities of retail dynamics positions them as a significant player in the market research field.

17. Holt Bosse

• Website: holtbosse.com
• Ownership type: Private
• Headquarters: St. Joseph, Michigan, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 2014
• Headcount: 11-50
• LinkedIn: holt-bosse

Holt Bosse is a marketing agency based in St. Joseph, Michigan, founded in 2014. The company employs between 11 to 50 people and focuses on a range of services including market research, strategic planning, creative design, digital marketing, and campaign management. They cater to a wide array of clients, from local businesses to publicly traded global corporations. Holt Bosse aims to solve communication challenges by crafting messages that engage and inspire target audiences. Their commitment to understanding client needs and market dynamics positions them as a relevant entity in the marketing and market research sectors, as they utilize their expertise to inform and guide marketing strategies.

18. Crain Communications

• Website: crain.com
• Ownership type: Family Owned
• Headquarters: Detroit, Michigan, United States (USA)
• Employee distribution: United States (USA) 91%, Germany 6%, United Kingdom (UK) 3%
• Founded year: 1916
• Headcount: 501-1000
• LinkedIn: crain

Crain Communications Inc., founded in 1916 and based in Detroit, Michigan, is a family-owned media company that publishes business news and insights across multiple sectors. With a workforce of approximately 4373 employees, Crain operates 24 media brands that cater to professionals in industries such as advertising, automotive, finance, healthcare, and staffing. Their publications are recognized for delivering unbiased analysis and essential data, empowering business leaders to make informed decisions. Crain's commitment to quality journalism has earned them a reputation for excellence, and their brands are often cited as authoritative sources within their respective fields. They also host over 450 industry events annually, further solidifying their role in facilitating networking and knowledge sharing among professionals. Crain's focus on research and data, alongside their extensive media reach, positions them as a significant player in the market research sector.

19. Traverse Bay Strategy Group

• Website: traversebaygroup.com
• Ownership type: Private
• Headquarters: St. Clair Shores, Michigan, United States (USA)
• Founded year: 2001
• Headcount: 1-10
• LinkedIn: traverse-bay-group

Traverse Bay Strategy Group, founded in 2001 and based in St. Clair Shores, Michigan, is a strategic consultancy that specializes in research and analytics tailored for reputation-driven businesses. The firm provides a range of services including growth strategy, market profiling, and HR management, primarily targeting clients in the healthcare, education, and engineering sectors. Traverse Bay employs a disciplined research approach, utilizing both qualitative and quantitative methodologies to deliver predictive insights that help organizations enhance their reputation and make informed strategic decisions. Their clientele includes major health systems, medical equipment manufacturers, universities, and complex engineering firms, showcasing their involvement in critical industries where reputation plays a pivotal role in decision-making. The firm has not reported any funding, indicating it operates as a private entity without external financial backing.

20. Datastat, Inc.

• Website: datastat.com
• Ownership type: Private
• Headquarters: Ann Arbor, Michigan, United States (USA)
• Employee distribution: United States (USA) 83%, Nigeria 17%
• Founded year: 1988
• Headcount: 51-200
• LinkedIn: datastat-inc

Datastat, Inc., founded in 1988 and based in Ann Arbor, Michigan, is a survey research firm that specializes in data collection services and advanced reporting. The company primarily serves clients in the health services and public policy sectors, providing expertise in survey methodologies and data analysis. With a team of over 100 professional staff, Datastat is equipped to handle projects ranging from small-scale surveys to large-scale research involving hundreds of thousands of respondents. They are particularly known for their work with CAHPS® and HEDIS® projects, having been one of the original organizations certified by NCQA to conduct these surveys. Their client base includes prestigious institutions such as the Centers for Disease Control and Prevention and the National Institute of Mental Health, highlighting their involvement in significant health-related research initiatives. Datastat operates in-house facilities for data collection, including a Computer-Aided Telephone Interviewing (CATI) system and web survey capabilities, ensuring quality control throughout the research process.

21. CFI Group

• Website: cfigroup.com
• Ownership type: Private
• Headquarters: Ann Arbor, Michigan, United States (USA)
• Employee distribution: United States (USA) 71%, Italy 11%, Sweden 7%, Other 12%
• Founded year: 1988
• Headcount: 51-200
• LinkedIn: cfi-group

CFI Group, based in Ann Arbor, Michigan, is a consulting firm that specializes in customer satisfaction measurement and analytics. Established in 1988, the company has built a reputation for its expertise in applying the American Customer Satisfaction Index (ACSI) methodology. This patented approach allows CFI Group to provide valuable insights into customer, citizen, and employee satisfaction metrics. Their services are tailored for both government agencies and businesses, focusing on enhancing stakeholder experiences through various research and consulting solutions. CFI Group has worked with numerous U.S. Executive Branch Departments, showcasing their capability in the public sector. Their offerings include citizen satisfaction, employee engagement, website satisfaction, and custom research, among others. With a team of experienced research experts, CFI Group continues to be a significant player in the market research industry, helping organizations understand and improve their satisfaction metrics.

22. Publicom

• Website: publicom.com
• Ownership type: Private
• Headquarters: Meridian Charter Township, Michigan, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 1979
• Headcount: 1-10
• LinkedIn: publicom-inc-

Publicom, Inc., founded in 1979, is a marketing agency based in Meridian Charter Township, Michigan. With a small team of around 15 employees, Publicom specializes in integrated marketing communications services. Their offerings include marketing research, branding, public relations, and digital marketing, aimed at enhancing brand visibility for clients across various industries, particularly in service sectors like healthcare and finance. Publicom prides itself on its collaborative approach, ensuring that they listen to client needs and develop tailored strategies that yield tangible results. Over the years, they have received numerous awards for their creative and effective marketing solutions, further solidifying their reputation in the industry. Publicom also engages in community service through initiatives like Pro Bono Publico!, providing free marketing services to nonprofit organizations. This commitment to both client success and community involvement highlights their role as a responsible player in the marketing communications field.

23. Statistical Surveys

• Website: statisticalsurveys.com
• Ownership type: Private
• Headquarters: Grand Rapids, Michigan, United States (USA)
• Employee distribution: United States (USA) 88%, India 12%
• Founded year: 1958
• Headcount: 11-50
• LinkedIn: statistical-surveys-inc.

Statistical Surveys, based in Grand Rapids, Michigan, is a private data analytics provider that has been serving the market since 1958. The company specializes in market intelligence across several industries, including Marine, Recreational Vehicles (RV), Powersports, Trailers, and Manufactured Housing. They offer a range of services that include detailed registration data and insights, which are essential for businesses looking to refine their strategies and increase their market share. Their clientele consists of manufacturers, dealers, and financial institutions that rely on Statistical Surveys for accurate data to inform their business decisions. The firm is known for its monthly updates and comprehensive reports, which provide valuable insights into market trends, buyer demographics, and competitive analysis. With a dedicated team and a focus on delivering actionable data, Statistical Surveys has established itself as a trusted resource in its specialized fields.

24. Marketing Partners, Inc

• Website: mpicompanies.com
• Ownership type: Private
• Headquarters: St. Joseph, Michigan, United States (USA)
• Founded year: 1982
• Headcount: 11-50
• LinkedIn: the-marketing-partners

Marketing Partners, Inc., founded in 1982 and based in St. Joseph, Michigan, is a private consulting firm specializing in branding, marketing, and organizational development. With a team of 19 employees, the company serves both for-profit and not-for-profit clients, primarily in Michigan and Florida. Their services include business planning, fundraising, marketing communications, and notably, market research. They focus on helping clients improve their business strategies and performance through customized solutions. The firm has developed a reputation for its client-driven approach, emphasizing the importance of understanding customer needs and market dynamics. Their market research capabilities are integral to their operations, allowing them to provide insights that inform strategic decisions. Over the years, they have worked with a variety of organizations, from healthcare institutions to educational entities, showcasing their adaptability and expertise in different sectors.

25. Benzinga

• Website: benzinga.com
• Ownership type: Private Equity
• Headquarters: Detroit, Michigan, United States (USA)
• Employee distribution: United States (USA) 80%, India 8%, Pakistan 3%, Other 9%
• Latest funding: October 2021
• Founded year: 2010
• Headcount: 51-200
• LinkedIn: benzinga

Benzinga, founded in 2010 and based in Detroit, Michigan, operates as a financial services and media company. It specializes in delivering market insights, trading ideas, and news to both individual investors and financial professionals. The company offers a suite of products, including Benzinga Pro and Benzinga Edge, which provide real-time information and analysis to assist clients in making informed investment decisions. Benzinga's services cover a wide range of financial topics, including stocks, options, ETFs, and cryptocurrencies, making it a comprehensive source for market intelligence. With a workforce of around 241 employees, Benzinga has established itself as a notable player in the financial services sector, catering to a clientele that seeks actionable insights and timely updates on market movements.

Market Research Insights: Key Companies in Michigan

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