Hanover Research
Become a Client

The State of Market Research 2025

  • Topic: Brand Strategy, Corporate, Corporate Trends, Customer Experience, Market Analysis, Product Lifecycle

How High-Performing Organizations Use Research to Drive Growth and Navigate Uncertainty

Companies are under growing pressure to prove ROI, uncover new opportunities, and respond quickly to changing market conditions. The challenge is no longer whether market research matters. It is understanding which research investments drive results, where organizations are focusing their efforts, and how leading companies use research to outperform competitors.

Based on a survey of 400 executives, The State of Market Research 2025 reveals how organizations are adapting their research strategies, where priorities are shifting, and which approaches are delivering the greatest business impact.

What is in the report

  • How research-driven organizations outperform their competitors in growth, decision-making confidence, and business performance.
  • Where companies are increasing research investment to identify opportunities, prove ROI, and reduce risk.
  • Which research initiatives organizations are prioritizing to strengthen customer understanding, improve decision-making, and support long-term growth.
  • How AI is transforming research methods — and what that means for insight quality and future strategy

Based on a survey of 400 executives, this report reveals how organizations are adapting their research strategies to navigate uncertainty, identify opportunities, and improve business performance. It goes beyond reporting trends to show where companies are investing, what is changing, and how outcomes differ between organizations that use research and those that do not.

Key insights

Organizations that invest in research consistently outperform those that don't

Organizations that rely on research make more confident decisions, respond faster to change, and achieve stronger performance outcomes than those that do not.

Companies using research are shifting what they prioritize

Organizations are redirecting what they focus on in research to align with new business demands, reflecting a shift toward areas that more directly support growth, ROI, and risk management.

AI is reshaping how research is conducted and what organizations expect from it

Companies are adopting new methods and raising expectations around speed, depth, and reliability, redefining how research supports decision-making

This report is for you if

  • You’re responsible for making decisions on how to drive growth, prove ROI, and respond to increasing market pressure
  • You're deciding where to focus research investment and want to understand which initiatives are delivering the greatest business value.
  • You want to see how organizations are adapting their research efforts and where new opportunities are emerging
  • You need to justify investment in market research and demonstrate how it supports business outcomes and decision-making

Still Have Questions?

The report surfaces how market research priorities are shifting in response to changing business conditions and where organizations are placing greater emphasis to support decisions and performance.
Yes. The findings highlight how research is being used to support decisions, reduce risk, and uncover opportunities — giving you clearer signals on where it can have the most impact.
It highlights where companies are prioritizing research and reveals gaps between what is valued and what is actively pursued, helping identify areas where efforts may need to shift
It provides evidence of how outcomes differ between organizations that use market research and those that don’t, helping you justify investment and align research priorities to business goals.

Identify the Research Priorities Driving Business Performance

Download The Resource