Top 10 Qualitative Research Companies in 2026

Q: What does a qualitative research company do?

A <strong>qualitative research company or agency</strong> helps organizations understand the motivations, attitudes, and experiences behind customer and user behavior. Common methods include in-depth interviews, focus groups, ethnography, online insight communities, mobile diaries, and qualitative UX research. These approaches provide context and meaning that complement quantitative data.

Q: What are online insight communities?

Online insight communities, also known as <strong>Market Research Online Communities (MROCs)</strong>, are private, invitation-only groups of participants who provide feedback over time. These communities support ongoing or longitudinal qualitative research over weeks or months and may include discussion boards, mobile diaries, live video interviews, and creative tasks.

Top 10 Qualitative Research Companies in 2026

The top qualitative research companies in 2026 are differentiated by methodological rigor, digital execution, and the ability to translate human insight into practical business decisions. As consumer behavior becomes increasingly fragmented across platforms, devices, and AI-powered experiences, qualitative research remains essential for understanding motivations, unmet needs, and context.

This article highlights 10 qualitative research firms with established capabilities in 2026, based on publicly documented services, case examples, and industry visibility. Companies are ordered to reflect overall presence and scope within the qualitative research landscape.

Why Qualitative Research Matters in 2026

In 2026, qualitative research plays a central role in interpreting behaviors shaped by streaming ecosystems, social platforms, and Generative AI tools. While quantitative data explains what people do, qualitative research helps explain why those behaviors occur.

Leading qualitative research agencies increasingly combine traditional methods such as in-depth interviews and focus groups with online qualitative research, mobile ethnography, and UX research. This blended approach supports faster learning cycles and more adaptive decision-making across product, brand, and experience design.

Key Trends Influencing Leading Qualitative Research Firms

Expanded use of online insight communities and community panels for ongoing feedback
Increased specialization in Gen Z, youth, family, and niche B2B audiences
Greater integration of qualitative insight with UX research and product development
Growing demand for qualitative research focused on AI-enabled and digital experiences

1. Touchstone Research

Touchstone Research is a full-service qualitative market research company and consulting firm providing in-depth interviews, focus groups, ethnography, online insight communities, and UX research across the United States and more than 60 international markets. The firm operates a managed, multi-step qualitative process covering research design through reporting.

Documented capabilities

Online insight communities and online qualitative methods
Market Research Online Communities (MROCs), asynchronous discussion boards, mobile diaries, live video interviews, and creative qualitative exercises, with optional community panel extensions.
In-person and hybrid recruitment
Full-service participant recruitment teams supporting in-person qualitative research, hybrid studies, and ethnographic work across local, national, and global markets.
Youth, Gen Z, and family research
Specialized experience conducting compliant qualitative research with kids, teens, parents, and Gen Z audiences.
UX and emerging technology research
Qualitative UX research for digital platforms and AI-enabled tools, including concept and usability evaluation.

2. Veridata Insights

Veridata Insights is a qualitative research agency focused on custom research design and senior-level oversight. Its qualitative practice includes online focus groups, in-depth interviews, and digital qualitative methods for domestic and international studies.

Key capabilities

Custom qualitative methodologies
Online and video-based qualitative research
Experience supporting multi-market and global projects

3. Ipsos (Qualitative Practice)

Ipsos is a global market research organization with extensive qualitative research capabilities integrated into its broader research offerings. Its qualitative teams work across consumer, public sector, and B2B categories.

Key capabilities

Global qualitative execution at scale
Ethnography, depth interviews, and cultural research
Integration of qualitative findings with tracking and segmentation data

4. Kantar (Qualitative Services)

Kantar provides qualitative research services as part of its broader brand, innovation, and consumer insight portfolio. Its qualitative work commonly supports creative development, brand equity analysis, and innovation pipelines.

Key capabilities

Global qualitative network
Brand, creative, and innovation research
Connection between qualitative insights and long-term brand metrics

5. NielsenIQ (Qualitative and Shopper Research)

NielsenIQ combines qualitative research with shopper behavior and retail data to inform product, packaging, and in-store experience decisions.

Key capabilities

In-context shopper and retail qualitative research
Shopper labs and observational methods
Integration with sales, panel, and omnichannel data

6. Sago (formerly Schlesinger Group)

Sago, formerly known as Schlesinger Group, is a global qualitative research services provider recognized for participant recruitment, facilities, and technology-enabled qualitative execution across consumer, healthcare, and B2B audiences.

Key capabilities

Qualitative recruitment and participant management
In-person, virtual, and hybrid focus groups and interviews
Research facilities, labs, and digital qualitative platforms

7. Savanta

Savanta is a market research firm offering integrated qualitative and quantitative research to support brand strategy, customer experience, and segmentation initiatives in the United States and globally.

Key capabilities

Integrated qualitative and quantitative research design
Sector expertise in B2B and financial services
Brand and CX-focused qualitative studies

8. Escalent

Escalent is an insights and advisory firm using qualitative research as a foundation for strategic and consulting engagements in specialized industries.

Key capabilities

Qualitative research in energy, automotive, financial services, and technology
Strategy-oriented qualitative insight
Deep category expertise in regulated and complex markets

9. SIS International Research

SIS International Research provides global qualitative and quantitative research across consumer and B2B sectors, with experience in cross-border and multi-market studies.

Key capabilities

Focus groups, in-depth interviews, ethnography, and online qualitative research
Coverage of emerging and developed markets
Experience across consumer and B2B research contexts

10. Explorer Research

Explorer Research specializes in immersive qualitative research methods designed to replicate real-world shopper and retail environments.

Key capabilities

Virtual and 3D store qualitative research
Packaging and in-context shopper studies
Emphasis on behavior-based insight

At-a-Glance: Qualitative Research Companies in 2026

Company	Core Qualitative Focus Areas
Touchstone Research	Global qualitative research, online insight communities, youth and Gen Z research, UX and emerging technology
Veridata Insights	Custom qualitative design, senior-led execution
Ipsos	Global qualitative research with analytics integration
Kantar	Brand and innovation-focused qualitative research
NielsenIQ	Shopper and retail qualitative research
Sago (formerly Schlesinger Group)	Recruitment, facilities, hybrid and digital qualitative execution
Savanta	Brand and CX qualitative research
Escalent	Strategy-led qualitative research
SIS International	Global B2B and consumer qualitative research
Explorer Research	Immersive shopper qualitative methods

Frequently Asked Questions About Qualitative Research Companies

What does a qualitative research company do?

A qualitative research company or agency helps organizations understand the motivations, attitudes, and experiences behind customer and user behavior. Common methods include in-depth interviews, focus groups, ethnography, online insight communities, mobile diaries, and qualitative UX research. These approaches provide context and meaning that complement quantitative data.

How do I choose a qualitative research company?

Choosing a qualitative research company depends on factors such as the audience you need to reach, geographic coverage, preferred methods such as online qualitative research, in-person research, or UX studies, and how insights will be used internally.
Shortlisting top qualitative research companies in 2026 often starts with reviewing case studies, industry focus, and online qualitative research capabilities.

What are online insight communities?

Online insight communities, also known as Market Research Online Communities (MROCs), are private, invitation-only groups of participants who provide feedback over time. These communities support ongoing or longitudinal qualitative research over weeks or months and may include discussion boards, mobile diaries, live video interviews, and creative tasks.

What is the difference between qualitative and quantitative research?

Quantitative research focuses on measuring behaviors and attitudes using numerical data, such as surveys or analytics. Qualitative research explores why those behaviors occur by capturing context, emotions, and decision-making through open-ended methods. Many organizations use both qualitative and quantitative research together.

Are qualitative research companies still relevant in the age of AI?

Yes. Qualitative research companies remain highly relevant as organizations seek to understand how people experience AI-enabled products and digital platforms. Qualitative UX research and usability testing help teams evaluate how users interact with AI-powered tools, where they encounter friction, and which behaviors or emotional responses matter most.

What industries use qualitative research the most?

Qualitative research companies commonly support industries such as technology, media and entertainment, consumer packaged goods, retail and shopper marketing, financial services, healthcare, automotive, and energy.

How long does a qualitative research project take?

Timelines vary depending on the method and scope. A round of interviews or focus groups may take a few weeks, while online insight communities or ethnographic studies often run for several months. Global or multi-market qualitative research typically requires additional time for recruitment and coordination.