Top 16 CPG Market Research Companies in 2025

There are several different companies that can help with CPG market research, and many of them look the same on the surface. But choosing the right one can mean the difference between wasted resources and gaining market share.

The most important factor to consider is data quality.

Most platforms advertise good data quality, but the reality is that many still deliver a high percentage of inaccurate data, such as surveys being filled out by bots, outdated respondent profiles, or inaccurate, rushed responses. Because of this, many companies spend money on third-party tools or waste time cleaning up data. Worst yet, many make decisions based on faulty information and end up wasting resources on decisions that never drive results. (We discuss this in more detail here.)

Other key factors to consider are:

• Availability of both DIY and full-service support
• Pricing transparency
• Turnaround time
• Ease of use
• Customer support

Below, we’ll compare 16 CPG market research companies:

1. Prodege (our parent company and a full-service agency)
2. Pollfish (our DIY survey platform)
3. Drive Research
4. MDRG
5. Hanover Research
6. Savanta
7. Escalent
8. SIS International Research
9. Mintel
10. Touchstone Research
11. NielsenIQ
12. Ipsos
13. Kantar
14. Insights Now
15. Forrester
16. Attest

1. Prodege

Prodege is a full-service market research firm renowned for exceptional survey data quality. It’s the largest single-panel owner in the world, with 100 million respondents in over 125 countries.

Prodege is both a research provider and a technology company with a suite of market research platforms, including Pollfish, our DIY survey platform (more on that later on).

How Prodege’s Done-for-You Market Research Service Works

You can choose between end-to-end service or get help in specific areas like:

• Research design
• Survey programming
• Sample & fielding
• Data processing & analysis
• Reporting

Beyond surveys, Prodege also provides qualitative research services, including interviews, focus groups, and many other methodologies.

Each project will have dedicated specialists, including a sample manager and a project manager, with additional specialized roles added based on your specific service needs. This ensures you get reliable follow-through, exceptional responsiveness, and expert knowledge across all aspects of your research.

As one of our customers noted:

“Working with Prodege has allowed us to provide quality sample and a smooth recruitment process from beginning to end for our large-scale qual sessions. We can always count on the team for fast recruitment programming, excellent screening and quota delivery, low incidence rate audiences, and timely turnaround for all our projects. The customer service of their project management team is unmatched.”
– Remesh

Reliable Survey Data Quality via Prodege’s Owned and Operated Audience Panels

In CPG market research, your survey audience data isn’t just important — it’s the foundation everything else is built on. Get it wrong, and every downstream decision becomes a costly mistake waiting to happen.

Launched the wrong flavor because your taste test data was skewed? That’s inventory sitting on shelves. Missed the mark on packaging because your sample wasn’t representative? Consumers walk past your product. Misread demand signals and overspend on marketing? Budget wasted, targets missed.

At Prodege, ensuring the quality of survey data is our core focus. Unlike many CPG market research companies that work with third-party panel providers, Prodege owns and operates its own first-party audience networks, ensuring authentic, reliable responses. Additionally, we have a 40-person Panel Support, Security, and Compliance Department dedicated to ensuring data integrity.

We recently published an article on the “3 Survey Data Quality Issues Sabotaging Your Research & How We Fix Them”, which you can read here.

Some of the quality control measures we discuss in that article include:

• A 30-day evaluation period
• Identity verification through purchase receipts
• Opt-in survey participation
• Trust quality scoring
• Advanced anti-fraud procedures, such as unique user IDs, anti-VPN measures, trap questions, speeding prevention, straight-lining detection, and manual human review of open-text responses

And so much more.

Powerful Data Visualization Tools

One of the platforms that Prodege owns is Insights Builder (included within Pollfish), a tool built for fast, intuitive data analysis and visualization.

With just a few clicks, you can filter results, layer multiple variables, and create custom branded charts without relying on external software. This helps you uncover insights more quickly and reduces manual work.

Take it from BuzzFeed:

“Prodege has been a valuable asset in helping to prove BuzzFeed’s effectiveness. The quick turnaround of results within the Data Viz platform has allowed us to better service our advertising partners in delivering valuable campaign insights. The self-serve platform gives us the flexibility to format and export in a way that meets our specific needs. Prodege has even gone the extra mile and customized the PowerPoint slides to use our unique color scheme and layout.”

Interested in Learning More About Prodege?

• Visit Prodege’s site
• Book an introductory call

2. Pollfish

Pollfish is our powerful DIY survey platform offering robust questionnaire design, audience targeting, and data analysis capabilities for CPG market research and more. Plus, Pollfish utilizes Prodege’s first-party audience network, ensuring exceptional data quality.

When designing a Pollfish survey, you don’t have to start from zero. We offer CPG market research survey templates built by research experts, including:

• CPG Brand Awareness and Perceptions
• CPG Store Choice Drivers
• CPG Path to Purchase

These templates offer:

• Higher data quality and accuracy: Templates are designed with market research best practices (e.g., bias-control questions, branching logic, etc.) that lead to more reliable responses and quality data.

• Significant time savings: Templates include a wide range of relevant questions, so you can quickly remove what you don’t need and customize the rest.

• Idea inspiration: Explore new angles, structures, and questions that you may not have thought of on your own.

• Consistency for benchmarking: Using the same template structure across studies ensures consistency over time. This is particularly useful for A/B testing.

• Built-in CPG relevance: Our templates address CPG-specific research areas like brand awareness, path to purchase, store choice drivers, and more.

Beyond CPG market research templates, we also offer other types of templates, ranging from brand tracking to concept testing, and much more.

Note: Click here to learn more about how to design surveys using Pollfish’s templates.

Now, let’s examine other key benefits Pollfish offers for CPG market research, including:

• Granular audience targeting for highly relevant survey data
• Transparent, pay-per-response pricing
• Fast turnaround time between a few hours and a few days
• Intuitive survey results dashboard
• Complimentary advanced customer support

Selecting Your Audience for Relevant and Actionable Insights

Pollfish gives CPG brands the ability to reach exactly the consumers that matter most. With access to over 100 million respondents in 125+ countries, you can survey both broad populations and hard-to-reach groups.

We offer:

• Granular targeting options: Choose from 50+ targeting filters in 6 key categories: Demographics, Geographic Criteria, Consumer Lifestyle, Employment & Occupation, Behavioral Data, and Media. For example, you can run a broad study of all U.S. adults, or drill down to a granular segment like millennial parents in suburban areas who purchase Cheerios cereal weekly.

• Targeting through purchase receipts: Reach respondents based on verified purchase behaviors, such as recent buyers of Häagen-Dazs or frequent shoppers at Costco. This precise targeting is possible through Prodege’s proprietary audience panels, which we detail further here.

• Audience quotas: Apply quotas to ensure balanced representation across demographic groups or other segments.

Transparent, Pay-per-Response Pricing

Pollfish offers complete price transparency starting at $0.95 per response. Your exact final cost updates in real time as you add audience targeting filters, making it easy to budget.

For example, let’s say you’re running a survey for frequent snack buyers. As shown in the image above, adding two audience targeting filters at $0.55 each brings the price per response to $2.05. You can always see the updated pricing in real-time, so there are no surprises as you refine your audience.

As several customers have noted on Trustpilot:

“They charge based on the completed response. It is very fair and transparent. As a researcher, I have used many survey platforms, but they are the best so far.”
– Read the full review here

“The dollar amount they quote you in their cost calculator tool, and the number they show when you’re developing the survey, is the number you pay. I was burned multiple times by [competitor] charging me unexpected amounts and making it difficult to quit an expensive subscription. I’m so happy to have found Pollfish as an alternative. Their support team also responds VERY quickly to chat messages and has been tremendously helpful the few times I had questions.”
– Read the full review here

“The pricing is clear and transparent from the beginning. The results come quickly and can be downloaded in different formats and with different filters. What we like most is the ability to filter the results and analyze them separately for each segment. We highly recommend this platform.”
– Read the full review here

Fast Turnaround Time

Because we work exclusively with first-party audience communities owned by our parent company Prodege, our survey results come in much faster than many of our competitors.

Surveys targeting broad populations can be completed within hours, while more niche audiences are typically fulfilled within just a few days.

For CPG teams, this means you can quickly test new product concepts, packaging designs, or consumer preferences and get feedback in time to inform fast-moving go-to-market decisions.

As several customers have noted:

“I needed a 25 question survey answered, and was able to get 500 completed surveys in 8 hours with Pollfish. The presentation of the results is very impressive and the demographics information Pollfish provided is invaluable.”
– Read the full review here

“I’m amazed at how quickly the platform was able to deliver rich, segmentable data from over 500 respondents. I had feature-ready insights in only 3 days.”
– Read the full review here

Intuitive Survey Results Dashboard

Every Pollfish survey comes with an interactive results dashboard for a clear and accurate view of survey results data. Responses are displayed in color-coded charts, graphs, and tables, so you can quickly spot trends.

For deeper analysis, you can filter results by audience segments, such as age, income, or shopping habits, or drill down to individual responses. Multiple filters can be layered together, which is especially valuable for CPG studies where you may want to isolate feedback from specific consumer groups (for example, parents with young children or frequent online grocery shoppers).

The dashboard also supports flexible exporting. Apply your company’s brand colors, then export data as a PDF, Excel file, SPSS, or crosstabs, depending on your workflow.

You can even generate presentation-ready PowerPoint files directly within the platform, saving time when sharing results with stakeholders.

Complimentary Advanced Support

Designing an effective CPG survey can be tricky. Choosing the right questions, setting up targeting criteria, and structuring the survey to avoid bias can all impact the quality of your results.

That’s why Pollfish provides complimentary, 24/7 support from experienced research professionals. You’ll work with real experts (not chatbots) who can guide you through survey design, help you reach the right shoppers, and review your data for accuracy.

Whether you’re new to market research or running a more advanced study, this hands-on support ensures your insights are more reliable.

See what two of our customers had to say:

“The customer support agents were awesome. They responded to every question I had in a timely manner. (And before we even paid a cent!)”
– Read the full review here

The customer service team is super responsive too for those more complex enquiries about the tool and criteria. All in all this experience has been way easier (and cheaper) than any other ‘big players’ out there.”
– Read the full review here

Those seeking a more hands-on, full-service option can utilize our parent company Prodege’s service, to get a team of dedicated market research specialists to take care of all aspects of your research.

Interested in Trying Out Pollfish?

• Create a free Pollfish account (no credit card required)
• Schedule a demo call

3. Drive Research

Drive Research offers full-service research across qualitative and quantitative methods, including customer, employee, and PR surveys. Some of its key features include:

• Focus group services with qualitative recruiting for both B2B and B2C audiences, including moderation and reporting

• PR survey programs to generate media-ready insights, supported by advanced data analytics for deeper understanding

• Brand tracking, product development, and advertising testing to guide marketing and innovation strategies

4. MDRG

MDRG differentiates itself with its focus on blending rational and emotional drivers in consumer research. Key features include:

• CPG-focused custom market research tailored to the unique needs of packaged goods brands

• Brand health tracking and customer segmentation to identify audience profiles and growth opportunities

• Packaging and advertising testing to ensure designs and messaging resonate with consumers

• Sensory testing and ideation workshops to support product development and innovation

• Mixed-method approach that combines quantitative data with qualitative insights to capture both rational and emotional drivers

5. Hanover Research

In addition to product lifecycle and brand strategy research, Hanover Research delivers market analysis, customer journey mapping, and benchmarking. Key features include:

• Predictive modeling and data analysis to forecast performance and assess market dynamics

• Custom online surveys and qualitative research to gather direct feedback from target audiences

• Benchmarking and best practices review to position brands competitively in the market

6. Savanta

Savanta specializes in end-to-end product innovation research, from concept through post-launch evaluation. Notable features include:

• CPG-focused research expertise spanning brand marketing, consumer strategy, and product innovation

• New product development and post-launch evaluation to ensure offerings meet consumer needs and expectations

• Shopper marketing optimization covering range, packaging, and point-of-sale strategies

• Brand performance tracking to monitor awareness, perception, and loyalty over time

• Consumer segmentation and proposition development to target the right audiences effectively

7. Escalent

Escalent is known for shopper trend analysis and identifying white space opportunities for CPG brands. Some of its key features include:

• Consumer goods and retail market research to inform brand, product, and shopper strategies

• Product optimization from concept testing through launch refinement

• Market assessments and competitive intelligence to shape positioning and go-to-market plans

• Customer experience and retention research to strengthen loyalty and lifetime value

8. SIS International Research

SIS is distinct for its global reach and combination of competitive intelligence with traditional consumer research. Features of note include:

• Consumer behavior and lifestyle analysis to inform targeting and messaging

• Focus groups and in-depth interviews to capture detailed, firsthand perspectives

• Competitive intelligence and benchmarking to evaluate brand performance within the market

• Customer segmentation and market validation to support new product and market entry

9. Mintel

Mintel is best known for syndicated market intelligence and comprehensive trend tracking across CPG categories. Key features include:

• Innovation tracking and market opportunity identification to stay ahead of trends

• Market sizing, share, and forecasting to support strategic planning and investment

• Competitor intelligence and trend reporting for informed competitive positioning

• Consulting services to develop brand strategies and market entry plans

10. Touchstone Research

Touchstone Research specializes in packaging and branding optimization, with a focus on consumer-facing design decision-making. Notable features include:

• Innovation and product development support from concept through commercialization

• Marketing strategy development driven by data-backed consumer insights

• Qualitative and quantitative methodologies to answer diverse research questions

• Recruitment capabilities for niche and hard-to-reach audiences to ensure relevant sampling

11. NielsenIQ

NielsenIQ is a long-established provider of global CPG intelligence, offering comprehensive views of retail and shopper behavior. Its features include:

• Retail and consumer data measurement tailored to the CPG industry

• Market share, category growth, and competitor tracking for performance benchmarking

• Omnichannel sales measurement covering both online and offline channels

• Pricing, promotions, and packaging insights to guide go-to-market strategies

• Global category-specific solutions for targeted industry analysis

12. Ipsos

Ipsos provides global research capabilities designed to help brands understand consumers and improve performance across markets. Its features include:

• Global research services spanning quantitative, qualitative, and hybrid approaches

• Brand health and equity measurement to monitor awareness, perceptions, and loyalty

• Innovation and packaging testing to optimize product appeal and market fit

• Shopper insights and retail environment simulations to evaluate merchandising strategies

• Creative testing and campaign tracking to assess marketing effectiveness

13. Kantar

Kantar is a global research company that helps brands make data-driven business decisions by combining custom research services with access to a large consumer panel. Features include:

• Brand strategy, tracking, and category management solutions to strengthen market positioning

• Consumer and shopper insights to inform product, pricing, and placement decisions

• Creative testing and customer experience measurement to refine engagement strategies

• Innovation and product development research to guide successful launches

• Global panel access with rigorous quality controls for reliable, representative data

14. Insights Now

Insights Now stands out for applying behavioral research strategies to identify purchase drivers and optimize messaging and product experience. Its features include:

• Opportunity identification and concept co-creation with target consumers

• Product experience optimization focusing on both functionality and emotional appeal

• Benchmarking at shelf to understand competitive positioning in-store

• Messaging and claims refinement to maximize impact on packaging and advertising

15. Forrester

Forrester is well-known for its consumer trends reports, benchmarking, and analyst guidance. Key features of their CPG research services include:

• Research and advisory services to guide customer-obsessed business strategies

• Industry trend and forecast reports to anticipate market shifts

• Market insights and competitive positioning analysis for strategic planning

• KPIs, benchmarking, and best practices to measure and improve performance

• Analyst guidance and consulting for tailored business recommendations

16. Attest

Attest is notable for its multi-market capabilities across 59 countries and over 70 languages. Key features include:

• Self-service global survey platform for fast, flexible consumer research

• Brand and competitor tracking to monitor market position over time

• Campaign and creative testing to evaluate effectiveness before and after product launch

• Consumer profiling and segmentation to target the most valuable audiences

Want to Learn More About Prodege and Pollfish?

We invite you to:

• Create a free Pollfish account (no credit card required) or schedule a personalized demo.

• Visit Prodege’s site and book an introductory call.