10 Best B2B Market Research Companies and Tools
The best B2B market research companies and tools, compared.
B2B teams pick from generic lists of market research companies and tools, then discover that the audience is consumer-grade or the method cannot answer the decision they need to make.
Use three filters: audience quality, turnaround, and method. A fast survey platform, a professional-recruitment service, and a traffic-intelligence database solve different research jobs. The right ranking depends on the decision, not a universal number-one tool.
Here are the best B2B market research companies and tools, grouped by the job they do.
Compare each option with three questions:
Pricing below was checked in October 2026. Vendors change plans often, so confirm on their sites before you buy.
Primary research collects new audience evidence. Secondary research organizes existing evidence. Match the method to the decision.
There are two main ways to do market research: primary and secondary. Primary research involves getting answers directly from your target customers. The best primary research is hi-fi: straight from the source, unbiased and including a lot of qualitative information. Secondary research involves accessing and analyzing existing data on your industry, competitors, and trends.
Here are the top B2B tools for both use cases:
These tools help you get direct insights from your target audience.
Who it’s for: Wynter is used by marketing leaders and C-level executives in charge of strategy.
Wynter is an on-demand B2B market research tool that provides feedback from your requested audience in under 48 hours. You can ask any questions and get direct answers from your target customers.
Built specifically for B2B companies, Wynter is a self-serve platform with access to a network of 86,015+ manually verified B2B professionals. This large pool ensures you can find your exact target customers for any B2B product.
Survey your target group about their needs, behaviors, and pain points, or get feedback on your messaging.
Learn how to master messaging and the importance of message testing.
Pricing
Wynter offers annual plans and pay-as-you-go options. Subscriptions start at $20,000 / year. The fee includes participant responses.
What is Wynter best for?
Getting fast results directly from your B2B target customers.
Audience quality: Identity-verified B2B buyers and decision-makers targetable by role and company criteria.
Speed: Responses typically return in 12 to 48 hours, subject to incidence and scope.
Method: Primary research for message, preference, and ICP testing.
Who it’s for: As an advanced research tool, Qualtrics XM is ideal for research and insights leaders and teams.
Qualtrics XM offers multiple tools for collecting and analyzing data about your products, customers, brand, and employees. Their advanced software supports both quantitative and qualitative research.
The XM Strategy and Research tool helps you create, distribute, and analyze surveys and detailed research projects. You can access over 30 pre-built projects to start your research quickly, or create custom projects using advanced logic and question types.
You can also use XM Strategy and Research to discover market trends, identify customer needs, and track changing behaviors. Their Audience Management tool helps you automatically recruit, reward, and manage your research panel.
Pricing
Qualtrics does not publish prices for XM for Strategy and Research. It is quoted by sales based on features and seat count, and respondents cost extra.
What is Qualtrics XM for Strategy and Research best for?
Collecting and analyzing data for complex research projects.
Audience quality: Depends on the source and targeting. Confirm the panel provider, identity checks, and B2B filters.
Speed: Varies by product, service, sample, and incidence.
Method: Survey and experience-management infrastructure.
Who it’s for: Chances are you’re familiar with SurveyMonkey, one of the most popular survey tools worldwide. You can create various forms and surveys with SurveyMonkey.
SurveyMonkey also offers a specialized Market Research tool with additional features. For example, you can distribute your survey to your own audience or select from a global panel that matches your filters. SurveyMonkey’s audience includes over 175 million people, allowing you to target based on a variety of criteria.
After you survey your target audience, SurveyMonkey automatically cleans your data to remove poor-quality answers. You can then create custom reports and export them to share with others.
Pricing
Team plans are billed annually with a 3-user minimum:
Team Advantage: $30/user/month (50,000 responses per year)
Team Premier: $92/user/month (100,000 responses per year)
Enterprise: request a quote
Responses from the SurveyMonkey Audience panel are priced separately.
What is SurveyMonkey best for?
Customizable survey creation.
Audience quality: Survey software and respondent source are separate decisions. Verify required roles and company criteria.
Speed: Setup can be fast; fielding depends on recruitment and incidence.
Method: Primary survey collection and analysis.
Who it’s for: NewtonX is perfect for insights and research leaders, and executives working in B2B.
Designed for B2B market research, NewtonX gives you access to expert insights from a network of 1.1 billion professionals. The tool helps you perform research using different methodologies and includes quantitative, qualitative and combined research.
The platform takes your business question and transforms it into a query composed of over 40 search fields. NewtonX’s AI-driven algorithm customizes searches to find the subject matter expertise based on your needs and identifies the exact audience for your business questions. NewtonX guarantees 100% verified research, claiming that every search is custom with no data recycling.
Pricing
NewtonX does not publish pricing. Work is quoted per project based on audience seniority, sample size, method and timeline, and annual subscriptions reportedly start around $30,000.
What is NewtonX best for?
Reaching niche B2B audiences.
Audience quality: Professional B2B recruitment with custom targeting and verification.
Speed: Depends on audience difficulty, geography, sample, and method.
Method: Managed primary B2B research and recruiting.
Respondent recruits professionals for interviews, focus groups, surveys, and related studies.
Audience quality: Professional recruitment with role and company targeting. Validate identity and recent decision involvement.
Speed: Commonly multiple days, varying by incidence, geography, seniority, and incentive.
Method: Participant recruitment for research run there or in another system.
Best for: Teams with a defined method that need a professional audience.
Who it’s for: Product managers, UX researchers and designers who need participants for studies they design and run themselves.
CleverX is a general-purpose participant recruiting platform for product, UX, and research teams. It recruits for surveys, interviews, and usability and product tests, both moderated and unmoderated. Participants are matched on a self-authored LinkedIn profile.
Its 8M+ panel figure combines B2B and consumer participants, and no B2B-only count is published. Its own pricing page refers to thousands of B2B participants, so the pool is mostly consumer.
Pricing
Platform access: $149 per user, per month
Participant credits: $90 each pay as you go, or $75 on an annual plan
Participant incentives are billed separately on top.
What is CleverX best for?
Recruiting participants for usability tests, prototype tasks and your own interview program, when you have a researcher to run them.
Audience quality: Mixed B2B and consumer pool, verified through LinkedIn profiles. Your team reviews response quality.
Speed: Quoted per project. Niche B2B audiences typically take 1 to 3 weeks after a manual feasibility check.
Method: Self-serve participant recruiting for surveys, interviews, and product tests.
See the full side-by-side: Wynter vs CleverX.
Use the following tools to uncover current trends, benchmark yourself against competitors and better understand the market landscape.
Who it’s for: Emporia’s programmatic sampling for B2B audiences is suitable for a diverse set of clients, including market research agencies, creative and advertising agencies, management consultancies and corporations.
Emporia is a B2B market research tool that lets you collect data from verified third-party sources. With its AI-powered search, Emporia scans academic journals and clinical trial data, and sources candidates via LinkedIn, email and more. Their database has 800M of professional profiles they can access. Emporia has a layered approach to make sure their participants are who they say they are: a primary point of contact through a corporate domain followed by a check against LinkedIn.
You can tailor your audience based on their management level, job title, company, headcount and industry to reach the professionals you need. Delivery time with common audiences is around two to five days.
Pricing
Emporia’s core platform has no subscription. Each project is quoted per completed response, with participant incentives included. Emporia’s own published ranges are $50 to $90 per survey complete and $250 to $700 per interview, depending on seniority and incidence.
What is Emporia Research best for?
Collecting third-party data for B2B research.
Audience quality: Professional sample; verify targeting and identity controls.
Speed: Depends on audience and scope.
Method: Primary sampling.
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Who it’s for: Similarweb is a good fit for digital marketing teams, business development professionals, and anyone else looking for website traffic data and competitive benchmarks.
The platform provides insights into website traffic, online performance and benchmarks to help you identify market trends and competitors. You can use Similarweb to find out more about your competitors’ traffic and marketing.
Similarweb has data from 100 million websites across 190 countries and 210 categories. The data is split into categories, including website overview (visits, ranking and more), audience, geography, search traffic, display advertising, similar sites, referring sites, social, and mobile apps.
Although you’re not getting direct feedback from your target customers, you can still validate the market size, monitor competitors, track customer behavior and access industry benchmarks to see how you measure up across industries and geographies.
Pricing
Starter: $199/month, or about $1,500/year billed annually
Professional: $399/month
Team and Enterprise: custom quote, annual contract
What is Similarweb best for?
Macro analysis of the online market, competitors and trends.
Audience quality: Observed and modeled digital audiences, not a verified buyer panel.
Speed: Access follows the product and plan.
Method: Digital intelligence.
Who it’s for: Semrush is mostly used by digital marketers and SEO professionals.
Semrush is one of the leading SEO tools and its market research software will give you data on the market size and growth potential, key players, their online market share and traffic generation strategies helping you benchmark yourself against your competitors.
Although you can use Semrush for keyword research and website analytics, some of Semrush’s tools are particularly useful for market research. The Market Explorer helps you map out a specific market or niche, including a list of top competitors, their online market shares and growth rates as well as audience interests and demographics. EyeOn monitors your competition and Traffic Analytics lets you explore demand, interests and geo-distribution of your target customers.
Pricing
Semrush replaced its Pro, Guru and Business plans in 2026. Current monthly prices:
SEO: $139.95/month
Starter: $199/month (adds AI search visibility tracking)
Pro+: $299/month
Advanced: $549/month
Enterprise: request a quote
Annual billing saves about 17%. Extra users cost $45 to $100 per month each, depending on the plan.
What is Semrush best for?
Keyword research and website analytics.
Audience quality: Search and competitive datasets, not recruited respondents.
Speed: Access follows the selected plan.
Method: Search and competitive intelligence.
Who it’s for: Statista can be used by researchers, analysts and academics as well as various teams in B2B companies, including marketing and business development.
Statista gives you easy access to market reports, consumer surveys, industry studies, and trend reports. You can explore a vast library of statistics like market size, revenue metrics and growth forecasts for specific industries, which can help you analyze markets and identify trends.
Not only can you access a lot of data across 170 industries and 150+ countries but you can also view it in different ways making it easier to visualize and grasp.
Pricing
All paid plans are billed annually:
Basic: free, limited statistics
Starter: $199/month
Personal: $649/month (adds reports and citations)
Professional: talk to sales
What is Statista best for?
Getting stats on various topics across industries and geographies.
Audience quality: Aggregated third-party and public data; quality varies by source.
Speed: Existing data is available through the selected plan.
Method: Market-data aggregation.
"B2B market research company" covers four very different kinds of business. Most bad purchases happen when teams compare across types instead of within one.
Agencies such as Cascade Insights design the study, recruit participants, run fieldwork, analyze the data and present the findings. You get senior researchers and a polished readout. You also get the longest timelines, often several weeks to a few months, and typically a five- or six-figure price per project.
Choose an agency when: the decision is big, the question is still fuzzy, and nobody on your team has time to run the research.
Firms like GLG and NewtonX connect you with senior professionals for paid calls or surveys. They are strong for niche audiences and deep one-on-one conversations. They are expensive per conversation and built for one-off learning, not repeat testing.
Choose an expert network when: you need a handful of in-depth conversations with hard-to-reach senior people.
Respondent, CleverX, Emporia and similar providers sell access to participants. You bring the method, the survey or interview guide, and the analysis. Quality depends entirely on how they verify identity, so ask before you buy (see the buyer beware section below).
Choose a panel provider when: you have in-house researchers and only need the audience.
Platforms like Wynter combine a verified B2B panel with ready-made methods such as message testing, surveys and preference tests, and return results in days rather than weeks. You get less hand-holding than with an agency, but each study is much faster and cheaper, so you can run research repeatedly.
Choose a platform when: you need to test messaging, positioning or ICP questions often and fast.
B2B companies do market research to:
As a result, you can make better business decisions.
Take a look at our B2B Buyer Journey Research 2024.
ChatGPT, Claude, Perplexity, and similar tools can summarize public sources, map a category, compare claims, and develop questions. They do not replace evidence from verified buyers.
Use AI for source discovery and synthesis. Use verified humans for message, preference, and ICP decisions. Check every citation.
Ask who is behind the professional label, how identity is verified, whether role and company criteria can be enforced, whether synthetic responses are disclosed, how open-ended quality is inspected, and what happens when someone fails review.
Always ask companies which vendors they are using for B2B market research or qualitative/demand research surveys, and what’s the cost per response.
What you will often learn is that they're using an old school vendor that provides you like 400 people for $1800 or 500 for $2000 - for an audience of supposed B2B SaaS marketing leaders or HR bosses or CISOs or whatnot.
That's like $4-$5 per respondent.... which means the vendor must be paying $2-$3 per response (or less)... --> this is fraud. These are no professionals and executives, but regular consumers pretending to be one.
No director or VP will fill out a survey for a dollar. Lots of students, unemployed people and folks in developing countries - absolutely.
Consumer research is super cheap, paying $0.50-$2 per response. (Most consumer research tools out there are using the same mturk panel)
So if you get B2B audiences for similar prices... those are no B2B audiences. If you make decisions based on that data... let's just say that the quality of your decisions comes from the quality of your information.
Another scammy thing that is widespread: those same vendors selling you "B2B" respondents for $4-5 actively discourage you to ask open-ended questions.
"Do multiple choice!", they recommend.
Why? While they claim its survey fatigue (a true phenomenon), really they know they're selling fraud. And if you only do multiple choice questions, you will never find out.
Story time:
We had an early customer, the business was AI for organic traffic, and used third-party panels to source B2B SaaS CMOs for them. Oh how the well-known vendor fought us on open-ended questions, but they allowed 2 in the end.
Those supposed CMOs looked at the AI for organic traffic company’s website asked: what does organic food have to do with traffic on the streets? They even didn't get the concept of organic traffic. Let's just say that those were no CMOs.
Every B2B research industry veteran knows this.
Wynter is the right fit for you when you're wondering what your target customer (ICP) pain points are, how to best market to them, and how to get to messaging that really resonates with them.
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