Identifying Trends From the 2020 U.S. Top 50 Report

Insights from the 2020 U.S. Top 50 Report, documenting the progress and transformation of the top American market research and data analytics companies, and contextualizing their global growth rate

The “2020 U.S. Top 50 Report”—formerly known as “The Gold Report”—is developed by Diane Bowers and produced in partnership with the Insights Association and Michigan State University. The report is also sponsored by the AMA, ESOMAR and the Global Research Business Network. The report includes a ranking of the top 50 companies, a breakdown of trends by Bowers, and an analysis of the market research and analytics industry by Michael Brereton, Melanie Courtright and Reg Baker.

An Opening Note

The year 2020 has been a huge shock to our personal, public and professional life in the U.S. and around the world. Our industry (like every industry) has sustained business by adopting new and different ways of working, communicating, marketing and providing services. As we navigate this difficult time— and control and even vanquish this pandemic—I am confident we will work together to reestablish a stable and predictable environment and economy for our lives, communities and businesses. 

With the publication of the “2020 U.S. Top 50 Report,” we continue to document the progress and transformation of our industry. In the past 47 years, this report has focused on survey and marketing research. Now, with the expansion and transformation of our products and services, we showcase the U.S. research and data analytics industry. This year, we take a broader view of the 2019 U.S. industry to include the full scope of current services among the top 50 companies and industry as a whole.