Custom market research has grown 8% in 2025: MRSI report

Market research body Market Research Society of India (MRSI) has released a report ‘The Indian Research & Insights Industry 2025 Update’, according to which while traditional services like social media and web analytics have matured, digital platforms, cloud infrastructure, and AI-driven solutions now enable greater scalability, with Agentic AI powering autonomous, real-time insights and continuous optimisation. 

Custom Market Research has recorded an 8% growth, with specialised services such as consumer experience research gaining traction through techniques like facial coding, eye tracking, and emotional response monitoring. 

Similarly, Syndicated Research grew by 6%, witnessing a modest rebound led by manufacturing-focused clients and increased outsourcing of research mandates to India-based captive centres. However, the segment continues to navigate challenges in media measurement, as traditional television metrics face pressure amid accelerating adoption of digital and streaming platforms.

Speaking on the industry’s growth, Nitin Kamat, Chief Growth & Partnerships Officer, TAM Media Research and President at Market Research Society of India, said, “The Indian research and insights industry is entering a phase of maturity, where growth is driven less by volume and more by value. In alignment with Hon. Prime Minister Narendra Modi’s vision of Viksit Bharat 2047, which emphasises innovation, advanced capabilities and strategic value creation across sectors - the industry is gearing up to work alongside India Inc. to fuel progress. The shift from traditional data delivery to integrated, AI‑enabled insights helps businesses act with speed and precision. Looking ahead, we expect the industry to evolve towards deeper adoption of advanced analytics and agentic AI, enabling India to lead in delivering actionable strategic intelligence on the global stage."

Mitali Chowhan, Director General at Market Research Society of India, further added, “Despite global uncertainties, the Indian Research & Insights industry continues to demonstrate resilience and relevance. The steady double-digit growth reflects increasing trust in data-driven decision-making across sectors. With rising digital maturity, hyperlocal insight needs, and growing international mandates, India is well placed to shape the future of insight-led transformation globally.”