The top customer research companies in 2026 help brands understand who their customers are, what they need, and how they experience products, services, and journeys over time. As expectations rise and budgets tighten, customer research partners have become essential for uncovering opportunities, reducing churn, and guiding CX, product, and marketing decisions with evidence rather than intuition.
This article highlights the top 10 customer research companies in 2026, focusing on firms with strong capabilities in customer insights, experience research, and ongoing customer listening programs. In this guide, “customer research companies” refers to agencies and platforms that specialize in understanding current and prospective customers through qualitative, quantitative, UX, and mixed-method research programs.
Why Customer Research Matters in 2026
In 2026, customer research sits at the center of effective strategy, helping organizations move beyond surface-level metrics to understand motivations, preferences, and friction points. Brands use customer research to inform positioning, optimize journeys, validate new offerings, and ensure experiences align with evolving expectations.
Leading customer research companies support a mix of methods, including surveys, communities, interviews, ethnography, and UX testing, to create a holistic view of the customer. By combining attitudinal and behavioral data, these partners help teams connect the “what” and the “why” behind customer behavior.
Key Trends Shaping Customer Research Companies
- Growing emphasis on continuous customer listening through communities, panels, and always-on feedback programs.
- Increased demand for specialized audience expertise, including Gen Z, families, multicultural consumers, and niche B2B decision makers.
- Expansion of integrated qualitative, quantitative, and UX programs that connect journey-level insight with experience optimization.
- Greater focus on data privacy, consent, and secure research environments as expectations around customer data evolve.
1. Touchstone Research
Touchstone Research is a full-service market research company and global consumer insights agency helping brands understand and optimize customer experiences across the entire lifecycle. The firm blends qualitative, quantitative, UX, and community-based research to deliver actionable customer insight across the United States and more than 60 international markets.
Customer research capabilities
- End-to-end customer research programs
Research covering discovery, journey mapping, message and concept testing, product and UX optimization, and ongoing tracking. - Deep audience expertise
Specialized experience with parents and families, kids and teens, Gen Z, and multicultural consumers, supported by secure and compliant recruitment and data practices. - Communities and panels
Always-on access to customers through insight communities and panels for iterative testing and longitudinal learning. - Hybrid research approaches
Integrated qualitative, quantitative, and UX methods that connect customer attitudes with measurable outcomes.
Touchstone’s customer research work frequently supports media, technology, entertainment, education, and consumer brands seeking to understand evolving customer needs and experiences.
2. NielsenIQ (NIQ)
NielsenIQ is a leading market research and analytics company recognized for shopper and consumer insights across retail and CPG categories.
Customer research capabilities
- Retail and shopper insights combining sales, panel, and customer data.
- Customer-focused analytics supporting pricing, assortment, promotion, and loyalty strategies.
3. Ipsos
Ipsos is a global market research company with strong capabilities in customer and citizen research, including CX measurement, satisfaction tracking, and journey studies.
Customer research capabilities
- Customer experience and satisfaction programs measuring performance across touchpoints.
- Integrated survey and qualitative research to understand drivers of loyalty, advocacy, and churn.
4. Kantar
Kantar is a global insights and consulting firm known for combining brand, customer, and cultural insight to guide strategy.
Customer research capabilities
- Customer and brand tracking programs linking perception, experience, and performance.
- Custom customer insight studies focused on needs, usage occasions, and expectations.
5. Forrester Research
Forrester is a global research and advisory firm with deep expertise in customer experience and customer-obsessed business strategy.
Customer research capabilities
- CX frameworks supported by ongoing customer insight research.
- Custom customer research and advisory aligning experience, technology, and marketing.
6. Savanta
Savanta is a market research firm offering integrated customer and consumer insight programs across sectors.
Customer research capabilities
- Customer and brand insight studies exploring needs, perceptions, and decision journeys.
- Mixed-method programs supporting segmentation and experience prioritization.
7. Escalent
Escalent is a human-centered insights and analytics firm focused on understanding complex B2B and B2C customers in regulated and technical categories.
Customer research capabilities
- In-depth customer journey, loyalty, and satisfaction research in financial services, energy, and technology.
- Advanced analytics identifying high-value segments and key drivers of behavior.
8. SIS International Research
SIS International is a global market research firm providing customer and buyer insight across B2B and B2C audiences.
Customer research capabilities
- Customer needs assessment, satisfaction, and loyalty studies across regions.
- Combined qualitative and quantitative research to understand buyer journeys and decision criteria.
9. Attest
Attest is a consumer research platform enabling brands to run fast, self-service customer surveys with access to targeted audiences.
Customer research capabilities
- Always-on survey tools for testing messages, concepts, and experiences.
- Dashboards and audience access supporting rapid interpretation of customer feedback.
10. Medallia
Medallia is an enterprise customer experience and feedback management platform used to understand and improve customer journeys across channels.
Customer research capabilities
- Continuous customer feedback collection across digital and in-person touchpoints.
- Analytics uncovering drivers of satisfaction, loyalty, and churn.
At-a-Glance: Top 10 Customer Research Companies in 2026
| Company | Core Customer Research Focus Areas |
|---|---|
| Touchstone Research | Full-service customer insights, deep audience expertise, hybrid qualitative, quantitative, and UX research, communities and panels |
| NielsenIQ | Shopper and consumer insights using sales and panel data |
| Ipsos | CX, satisfaction, and journey research |
| Kantar | Brand and customer insight linking perception and experience |
| Forrester Research | CX frameworks and customer-insight-driven advisory |
| Savanta | Integrated customer and brand research with mixed methods |
| Escalent | Human-centered customer research in complex and regulated sectors |
| SIS International | Global customer and buyer research across B2B and B2C |
| Attest | Self-service customer surveys with targeted audiences |
| Medallia | Enterprise CX and continuous customer feedback management |