The global market for qualitative research, including one-on-one interviews, is valued at an estimated $12.8 billion and is expanding at a robust pace, driven by the corporate need for deep customer understanding in product development and user experience (UX). The market is projected to grow at a 7.5% CAGR over the next three years, reflecting sustained demand. The primary opportunity lies in leveraging AI-powered analytics platforms to accelerate insight generation from interview data, while the most significant threat is the rising cost and scarcity of recruiting niche B2B and healthcare participants, which can inflate project costs by over 20%.
The Total Addressable Market (TAM) for qualitative market research services, of which one-on-one interviews are a core component, is estimated at $12.8 billion for 2024. The market is forecast to experience healthy growth, driven by demand for nuanced customer-centric insights that quantitative data cannot provide. The three largest geographic markets are 1. North America (est. 40% share), 2. Europe (est. 32% share), and 3. Asia-Pacific (est. 20% share), with the latter showing the fastest regional growth.
| Year | Global TAM (est. USD) | CAGR (YoY, est.) |
|---|---|---|
| 2024 | $12.8 Billion | 7.2% |
| 2025 | $13.7 Billion | 7.5% |
| 2026 | $14.8 Billion | 7.8% |
Barriers to entry are moderate. While capital investment is low, establishing a strong reputation, a high-quality participant panel, and a network of skilled moderators takes significant time and effort.
⮕ Tier 1 Leaders * Ipsos: Global giant with deep vertical expertise, particularly in healthcare and CPG, offering end-to-end research services. * Kantar: Strong capabilities in brand and marketing insights, leveraging a massive global footprint and proprietary data sets. * Schlesinger Group: A leader in qualitative data collection, renowned for its global network of high-end research facilities and expert participant recruitment.
⮕ Emerging/Niche Players * UserTesting: A technology platform for on-demand human insight, enabling rapid remote video interviews for UX and product feedback. * dscout: Mobile-first qualitative platform specializing in "in-the-moment" insights through video diaries and asynchronous interviews. * L&E Research: A US-based recruitment and facility specialist known for high-touch service and access to hard-to-reach participant profiles.
The primary pricing model is a cost-per-interview (CPI) or a total project fee. The price is built up from several core components: project management fees (typically 15-20% of total cost), moderator fees (charged on a per-interview or day-rate basis), participant recruitment costs, and participant incentives. Additional costs include technology platform licenses (for remote interviews), transcription services, and analysis/reporting.
The cost structure is highly sensitive to the audience being targeted. Interviews with general consumers are commoditized, whereas interviews with niche professional or medical audiences carry a significant premium. The most volatile elements directly impact project budgets and require careful management.
| Supplier | Region(s) | Est. Market Share (Qualitative) | Stock Exchange:Ticker | Notable Capability |
|---|---|---|---|---|
| Ipsos | Global | 10-12% | EPA:IPS | Deep healthcare & CPG vertical expertise |
| Kantar | Global | 8-10% | Private | Brand strategy & innovation insights |
| Schlesinger Group | Global | 5-7% | Private | Premier recruitment & facility network |
| UserTesting | Global | 3-5% | Private (part of Momentive) | On-demand UX/CX video feedback platform |
| GfK | Global | 3-5% | Private (part of NIQ) | Consumer tech & durable goods expertise |
| L&E Research | North America | <2% | Private | High-touch, complex B2B/medical recruitment |
| dscout | Global | <2% | Private | Mobile-first, in-context ethnographic research |
North Carolina presents a strong demand profile for one-on-one interview services, anchored by the Research Triangle Park (RTP). Demand is driven by the region's dense concentration of biotechnology, pharmaceutical, healthcare, and technology companies, alongside major financial institutions in Charlotte. Local capacity is robust, with national suppliers like Schlesinger Group and homegrown specialists like L&E Research (headquartered in Raleigh) providing state-of-the-art facilities and expert recruitment. The state offers access to a diverse participant pool, including highly educated professionals, students from top-tier universities, and varied consumer demographics. Labor costs for research support staff are competitive compared to Northeast and West Coast hubs, and the regulatory environment poses no unique barriers to this commodity.
| Risk Category | Grade | Justification |
|---|---|---|
| Supply Risk | Medium | Market is fragmented, but access to elite moderators and niche participant panels is constrained and competitive. |
| Price Volatility | Medium | Stable for general consumer research, but highly volatile for niche B2B/healthcare due to talent and recruitment costs. |
| ESG Scrutiny | Low | Primary risks are data privacy and ethical participant treatment, which are well-understood and managed via industry codes of conduct. |
| Geopolitical Risk | Low | Service can be performed locally or remotely, largely insulating it from cross-border trade or political disruptions. |
| Technology Obsolescence | Medium | Traditional, facility-based providers are at risk of being displaced by more agile, cost-effective remote and AI-driven platforms. |
Consolidate spend across a hybrid portfolio of 2-3 suppliers: one global full-service firm (e.g., Ipsos) for complex strategic projects and one tech-first platform (e.g., UserTesting) for rapid, iterative UX research. This strategy can unlock volume discounts of 5-10% while ensuring access to both high-touch expertise and digital speed.
Mandate the use of a tiered rate card for participant incentives based on a pre-defined audience scarcity index (e.g., Tier 1: General Consumer, Tier 4: Neurosurgeon). For projects not requiring deep, real-time probing, pilot asynchronous video interviews to target a 20-30% reduction in moderation and scheduling costs compared to traditional moderated interviews.