Custom market research sees 8% growth in India in 2025

India’s custom market research sector expanded by approximately 8% in 2025, reflecting stronger demand from companies seeking tailored insights to guide strategy and decision-making. The growth comes as organisations increasingly prioritise data-driven intelligence over generic reports, with custom research emerging as a key tool for understanding consumer behaviour, competitive landscape and market opportunities.

The trend underscores a shift among brands toward bespoke insights that address specific business questions rather than broad, off-the-shelf analytics. Custom research projects have covered areas such as product development, pricing strategies, user experience, brand health and emerging consumer trends, enabling clients to refine offerings and improve market fit.

Analysts attribute the uptick in research activity to several factors, including heightened competitive pressures, rapid digital adoption and evolving consumer preferences across demographics. Businesses across sectors — from FMCG and retail to technology and financial services — are investing in insights that can drive more confident decision-making in uncertain markets.

A notable aspect of the expansion has been the rise in technology-enhanced research methodologies, including real-time data collection, AI-assisted analytics and hybrid qualitative-quantitative tools. These advances are helping research firms deliver faster, richer insights while maintaining depth and accuracy.

Meanwhile, smaller enterprises and start-ups are also leveraging custom research to explore niche segments and validate business hypotheses, further broadening the industry’s client base. This diversification has helped sustain growth even as economic headwinds prompt tighter scrutiny of marketing and research budgets.

Looking ahead, the research ecosystem is expected to continue evolving, with an emphasis on predictive analytics, integrated data frameworks and actionable intelligence that directly ties insights to business performance metrics.