The figures, from the 2026 State of US Insights and Analytics report, shows digital data analytics has become the largest segment of the market research industry in the US, accounting for 37% of total industry revenue.

Research technology has also expanded to account for nearly half of all industry revenue in the country, the report added.

The results come at a time when AI, automation and technology-led analytics are transforming the IS market research industry, the report says, which is reshaping how organisations generate, analyse and apply insight.

Anita Watkins, chief executive at the Insights Association, said: “The US insights and analytics industry is in a position of strength, but the bigger story is transformation.

“As AI reshapes how organisations generate and use intelligence, our industry’s greatest opportunity is to ensure every decision is grounded in trusted, verified, human understanding.”