This article reveals the prices of the most frequently used market research techniques. Prices have been fully updated for 2025.
“How much does market research cost?”. The question is simple, but the answer is complicated. This article gives you all the information you need about the cost of conducting market research. The prices we give have been updated for 2025.
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The methodology determines the price of market research
To analyze a market, you need tools. In market research, these tools are referred to as methods. Sometimes, using just one tool is enough; in others, you must use several. Here are a few examples of tools:
The more methodological tools you combine, the more expensive your market research will be. Secondarily, the more methodologies you combine, the longer it will take to conduct market research.
Why is it sometimes necessary to combine tools? Simply because a single methodology may not be sufficient to anticipate market reaction.
Contact us to conduct your market research
Most of our projects cost between €8,000 and €12,000 on average. Most are based on a single methodological approach. Some customers opt for quantitative market research, others for qualitative.
Below is a table listing each market research technique’s current prices (revised for 2025).
| Market research method | Minimum Budget | Average Budget |
|---|---|---|
| Documentary research | 4000€ | 6000€ |
| Face-to-face qualitative interviews | 500€ per interview | 600€ per B2C interview 750€ per B2B interview |
| Focus Group | 3000€ | 5000€ |
| Competition research | 5000€ | 10000€ |
| Mystery Shopping | 5000€ | 10000€ |
| Satisfaction survey | 5000€ | 8500€ |
| Pricing market research | 6000€ | 10000€ |
| Online survey | 3000€ | 8500€ |
| Telephone survey | 5000€ | 10000€ |
| Product test with consumers | 5000€ | 10000€ |
| Design Thinking workshop | 5000€ | 7500€ |
| Store layout research | 2500€ | 5000€ |
Prices for the main market research techniques
In the following paragraphs, we briefly describe the main market research techniques and give you more precise budgetary indications.
Documentary research
Desk Research is based on documents written by others: reports, studies, statistics, etc. The aim is to understand market dynamics without collecting specific data. All research is now done online, and tools such as ChatGPT have shortened writing times.
Typically, a market research project will keep an analyst busy for around 1 week (including kick-off and coordination with the client). Depending on the difficulty and scope of the work, the price of a market research project will vary from €4,000 to €6,000.
Qualitative interviews
Face-to-face interviews are THE market research method of choice when conducting exploratory research. In other words, this is the right method when you need to clear a market and define hypotheses. I refer you to our focus group/individual interview comparison to fully understand its specific features.
A well-conducted one-to-one interview costs a certain amount of money, as several tasks need to be conducted:
- Literature review
- Preparation of the interview guide
- Recruiting respondents
- Planning
- Conducting the interviews (and the time needed to travel if the interview is not conducted on your premises or online)
- Respondent compensation
- Transcription
- Possible coding
- Analysis
All these tasks are common to represent 8 hours of work per interview. For B2C interviews, the average price is €600. For B2B interviews, the average price is closer to €750.
To obtain the total budget, we need to define the total number of interviews to be conducted. I refer to the calculator I have created, which will give you the answer regarding your situation.
Focus groups
Focus groups are a widely used market research method but are also highly oversold. Focus groups are originally a triangulation method, i.e., a method designed to confirm or refute results obtained by other methods. Misrepresented as a panacea and an all-purpose market research method, so be sure to use focus groups to determine what they are (see this article for all the details).
Focus groups take 2 to 3 hours, during which 6 to 10 people are invited to discuss a topic with a moderator. The recruitment phase can be particularly arduous.
The budget for a focus group includes
- Rental of a room hosting the focus group
- Recruiting respondents
- Compensation for respondents
- Moderation
- Transcription
- Analysis
Expect to pay between €3,000 and €5,000 per focus group. The price may be higher when specific requests (simultaneous translation, etc.) are made. The length of the focus group also influences the budget, although focus groups lasting more than 2 hours are rare (as they are not highly effective).
Online surveys
Online surveys are also known as the CAWI method. This is one of the most widespread quantitative approaches and one of the most affordable. There are several variants.
When the survey is conducted on a customer-provided database, costs are reduced. This is the most common type of market research. In this case, the minimum budget is €5,000. This budget covers questionnaire development, programming, administration, and results analysis.
When a panel is used to conduct the survey, the cost of renting the panel must be added. This is most often the case in market research or demand analysis. You cannot interview customers in this situation, which would skew your results. The average price for this type of project is €8,500.
Telephone surveys
Telephone surveys (CATI method) are much more expensive than their online equivalent. The reason is simple. Therefore, this approach has a low response rate and requires calling many people to achieve the desired sample size.
Therefore, the budget for a telephone survey is proportional to the sample size. Depending on the target (B2B or B2C) and incidence rate, the price per successful call and questionnaire will range from €20 to €100. The smallest CATI project will start at €5,000, with the average costing €10,000.
Prices for other market research techniques
Market research for retail outlets
When it comes to local commerce, location is undoubtedly the most important factor to take into account. Unfortunately, too many retailers still believe shoppers will come to them regardless of distance. This is a misunderstanding of consumer behavior.
Catchment areas are small, and the key to retail success is locating your outlet where potential customer flows are greatest. There is only one reliable method: quantifying the flow of people.
Several methodological approaches exist. They range from manual counting of passers-by to the use of GPS data. Whatever the method, a budget must be set aside for this analysis, as it will determine your future. A basic analysis based on manual counting will cost 2,500€. A more exhaustive analysis based on GPS data can easily rise to 10,000€. On average, a budget of 5000€ will give you precise answers and a guarantee on your choice of location.
Competition research
Competition research is a classic form of market research. It can be conducted in numerous ways, and its price varies widely.
An open-source analysis (desk research) will use a grid to collect public information. Typically, when focused on a particular country or sector of activity, this type of market research costs around €5,000.
Market research can also be conducted using CAWI or CATI by interviewing competitors’ customers. In this case, the budgets are the same for online and telephone surveys, averaging €8,500 and €10,000, respectively.
Finally, market research can also be conducted via mystery shopping. In this case, prices will average €5000 for a B2C project and €10,000 for a B2B project.
Consumer testing
Consumer testing is a popular method of market research. It involves presenting one or more products to customers to gather their opinions. All products, food and non-food can be involved.
This type of approach involves bringing people together in a physical location to conduct the test. The budget is determined by the location, the number of people, the equipment required for testing, and the analyses requested by the customer. Generally, a consumer test with food products will start at €5,000. More complex tests can easily exceed €10,000.
Design Thinking workshop
Design thinking is an innovative approach that uses certain market research tools. It is a method we use when creating new products or services.
Conducting a Design Thinking workshop requires bringing together a group of people who correspond to the intended marketing target. The workshop lasts several hours, and in some cases, it lasts a full day. Materials to facilitate creativity are also required. For these reasons, an average budget of €7,500 per workshop should be anticipated.
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