Name

Wakefield Research

Legal name

Wakefield Research

Website

https://wakefieldresearch.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191), Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Industry & Sector Research (Syndicated/Custom) (BPAHALAE)

akta.pro secondary industries

Syndicated Market Research (Panels, Omnibus, Tracker Studies) (MPAAALAB), Due Diligence & Investigative Research (BPAHALAI)

Keywords

• Market research services
• PR polling
• Thought leadership research
• Executive surveys
• Consumer research

Headquarters

HQ city

Arlington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Custom Market Research and Survey Projects: Wakefield Research conducts custom quantitative and qualitative market research studies, executive surveys, and thought leadership surveys for B2B and consumer clients. Projects are bespoke and tailored to client objectives, serving as the primary revenue stream. Fees are typically project-based, with pricing informed by scope, audience specificity, sample size, and geographic reach. The firm also fields omnibus surveys for clients with fewer than ten questions.
2. PR Polling and Thought Leadership Research: Wakefield Research is the leading firm for publicly released research used for earned media and thought leadership. Custom PR surveys are ideal for reaching targeted B2B and consumer audiences and for building multiple news angles into a single study, providing cost-effectiveness for PR-driven campaigns. This service is provided as a consultancy engagement, typically billed as a custom project.
3. Market Intelligence Research: Wakefield's market intelligence division leverages secondary insights to inform strategic decision-making for leading companies worldwide, including market sizing research, market trends and forecasting, customer targeting and lead generation, and competitive monitoring and intelligence research. These are typically consultancy-style engagements.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Wakefield Research is a full-service market research consultancy that designs and conducts custom quantitative and qualitative surveys, executive surveys, consumer research, and PR polling for Fortune 500 companies, PR agencies, and emerging brands across nearly 100 countries. The firm produces survey-based insights, Pitch Guide editorial deliverables, and media-ready assets tailored to support earned media campaigns, thought leadership, brand strategy, and product development. All work is performed in-house, from questionnaire design through data processing and analysis.

Product overview

Wakefield Research is a full-service B2B and B2C market research and PR polling firm offering a comprehensive portfolio of research services. The company provides quantitative and qualitative research, PR polling for thought leadership, executive surveys, consumer research, and market intelligence services. The core offerings include Market Research Services as the primary umbrella, with specialized divisions for B2B Research, Executive Surveys, Consumer Research, PR Polling/Thought Leadership, Editorial Panel, Surveys for AI Search Visibility, MergedMethod Research, Product Design Research, and Multi-Variable Testing. The Market Intelligence Research division provides supporting sub-products including Market Sizing Research, Market Trends & Forecasting, Customer Targeting & Lead Generation, Partnership Prospecting & Acquisition, Competitive Monitoring & Intelligence Research, Market Profiling & Industry Monitoring, and Supply Chain Analysis. The company operates as a consultancy model rather than a software platform, delivering custom research, questionnaire design, data collection, analysis, and story development services.

Differentiator

Problem solved

Functional benefit

Brands

• MergedMethod Research: Market research service offering mentioned on the company's website under market research services

Products and services

• Market Research Services Custom quantitative and qualitative market research services for corporations and organizations, combining proprietary methodologies to create resonant messaging, winning strategies, and customer insights that build brands. Targets Fortune 500 companies, PR agencies, and emerging brands.
• PR Polling and Thought Leadership Research Custom PR surveys and thought leadership research designed to generate publicly released research used for earned media and thought leadership. Targeted at B2B and consumer audiences for Fortune 500 brands and PR agencies. Delivered with Pitch Guide editorial assets including headlines, pitch angles, and chart graphics.
• Market Intelligence Research Market intelligence division leveraging secondary insights for strategic decision-making for leading companies worldwide. Includes market sizing, market trends and forecasting, customer targeting and lead generation, partnership prospecting and acquisition, competitive monitoring, and industry profiling. Targeted at enterprise clients for strategic planning and competitive positioning.
• Surveys for AI Search Visibility Specialized survey services designed to generate data insights specifically formatted for AI-powered search and discovery. Targeted at brands seeking visibility in AI-driven search environments.

Quantifiable outcome

• Billions of media impressions generated for Fortune 100 clients through PR survey research.
• +3 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

30 partnerships are on record, tiered core and minor.

• MullenLowe U.S. PRcoreGTM or Marketing PartnerMullenLowe U.S. PR is a long-term strategic partner of Wakefield Research, having collaborated for nearly a decade. The agency utilizes Wakefield's custom PR survey capabilities to generate earned media results for its clients. Wakefield is described as instrumental to MullenLowe's success, working to address specific client needs and deliver award-winning work. The relationship is ongoing and valued by both parties.
• SAP ConcurcoreStrategic or Co-development PartnerSAP Concur is a long-term partner of Wakefield Research for key research projects including the global annual State of Business Travel report. Wakefield conducted extensive global research on topics including LGBTQ+ travelers, sustainability, health, and work-life balance for SAP Concur. Michelle Homes Craig, VP of Thought Leadership & Integrated Marketing at SAP Concur, described Wakefield as a long-term partner demonstrating professionalism, creativity, and deep understanding of issues affecting the business.
• Microsoft Corp.coreStrategic or Co-development PartnerMicrosoft Corp. has been a long-term partner with Wakefield Research on various key projects. A U.S. PR Manager at Microsoft Corp. noted that the Wakefield team was extremely knowledgeable and professional, going the extra mile to ensure project success.
• Nintendo of AmericacoreStrategic or Co-development PartnerNintendo of America has worked with Wakefield Research for over 5 years, with Wakefield becoming an integral part of Nintendo's research team. A Marketing Operations Director at Nintendo noted the strong, ongoing working relationship.
• BetterWorksminorStrategic or Co-development PartnerBetterWorks engaged Wakefield Research for a custom survey that generated significant earned media coverage including AP, NPR, Wall Street Journal, and Washington Post. BetterWorks' Head of PR, Sarah Hilmer, praised Wakefield's team for delivering results beyond expectations.
• Informatica, DeloittecoreStrategic or Co-development PartnerWakefield Research partnered with Informatica and Deloitte to conduct a survey of 600 chief data officers on data management and AI topics. The research was used to support Informatica's thought leadership and was cited in ZDNET coverage on demonstrating AI project ROI. This survey contributed to Informatica's World Tour data and AI event.
• CoupaminorStrategic or Co-development PartnerWakefield Research conducted a custom survey for Coupa across 500 CFOs in four regions to support the 2025 Coupa Strategic CFO Report. Findings on AI investment priorities, M&A, and workforce expansion were cited by Industry Dive's CFO publication. The research linked AI and automation trends to workforce expansion strategies.
• TeradataminorStrategic or Co-development PartnerWakefield Research conducted a commissioned study of 1,000 senior technology and data leaders across six global markets for Teradata on enterprise agentic AI adoption. The study revealed that only 7% of enterprises have reached operational agentic AI, identifying context fragmentation as the primary barrier.
• D-Wave QuantumminorStrategic or Co-development PartnerWakefield Research partnered with D-Wave Quantum to survey 400 business leaders on quantum computing interest and ROI expectations. The survey found 81% believe they have reached the limits of classical computing optimization, with 27% expecting ROI exceeding $5 million within the first year of quantum adoption. The results were covered by Barron's and drove D-Wave stock to an all-time high.
• PortnoxminorStrategic or Co-development PartnerWakefield Research conducted a CISO cybersecurity trends survey for Portnox covering 200 U.S. CISOs at companies with revenues exceeding $500 million. The survey found 92% of organizations have implemented or are planning passwordless authentication and highlighted concerns about AI identity security gaps.
• DrataminorStrategic or Co-development PartnerWakefield Research conducted a survey for Drata among 300 GRC professionals finding that only 13% have full visibility into AI tools within their organizations, with 87% governing tools they cannot see. The research highlighted the shift toward targeted agentic AI systems for governance outcomes.
• PagerDutyminorStrategic or Co-development PartnerWakefield Research conducted PagerDuty's Shadow AI Survey of 1,250 office professionals finding that 66% have used unauthorized AI tools at work and 88% have shared work-related information with public AI tools. The findings highlighted growing talent retention risks for employers not offering adequate AI skills development.
• Cognizant and PearsonminorStrategic or Co-development PartnerWakefield Research conducted a joint study with Cognizant and Pearson finding that 37% of entry-level tasks in India are already performed by AI, surpassing the global average of 33%. The study was based on a survey of 750 HR leaders across the US, UK, and India, highlighting the fundamental redesign of roles requiring extensive reskilling.
• VisacoreStrategic or Co-development PartnerWakefield Research has conducted multiple surveys for Visa including the annual Stay Secure study across 17 markets including Nigeria, Kenya, UAE, Egypt, and South Africa. Findings on AI adoption in shopping and checkout trust were released through 2025-2026. The research covered AI use for shopping, trust in AI agents for checkout, social commerce, and fraud experiences across global consumer populations.
• Sentry InsurancecoreStrategic or Co-development PartnerWakefield Research conducted the Sentry Insurance 2026 C-Suite Stress Index surveys among 625 and 1,250 U.S. executives, finding that 82% are more concerned about their business's future since the start of 2026, with 90% of small business leaders uncertain their businesses will survive. The research was published in multiple PR Newswire releases through mid-2026.
• Lucas SystemsminorStrategic or Co-development PartnerWakefield Research partnered with Lucas Systems to conduct a market study finding that 51% of U.S. supply chain executives consider their warehouse automation systems unprepared for unplanned disruptions, with 77% admitting their systems are too rigid to adapt.
• Girl Scouts of the USAcoreStrategic or Co-development PartnerWakefield Research has conducted multiple custom surveys for Girl Scouts of the USA on topics including girls' confidence, AI companionship usage, anxiety about adulthood, body image, and social media pressures. The research has been featured in Parents, SheKnows, Newsweek, and other outlets, generating significant media coverage for Girl Scouts' advocacy initiatives.
• ThriveworksminorStrategic or Co-development PartnerWakefield Research conducted Thriveworks' third annual 2026 Pulse on Mental Health Report finding that 62% of Americans have consulted a mental health professional, a record high. The survey of 2,000 U.S. adults found AI ranks among top sources of anxiety for 21% of Americans.
• Momentive SoftwareminorStrategic or Co-development PartnerWakefield Research conducted the 2026 Nonprofit Trends Report for Momentive Software, revealing that while 83% of nonprofits reported revenue growth, the sector faces structural vulnerabilities including eroded donor trust (89%) and limited AI impact due to board support gaps.
• ButlrminorStrategic or Co-development PartnerWakefield Research conducted a survey for Butlr among 400 U.S. commercial real estate and facilities decision-makers finding that 99% reported data gaps disrupting construction and renovation plans, with 52% delaying or canceling expansions.
• LeanDNAminorStrategic or Co-development PartnerWakefield Research conducted research for LeanDNA finding that 75% of supply plan failures in discrete manufacturing occur at the factory-specific execution stage, with 47% of manufacturers losing or putting at risk 10% or more of annual revenue due to planning-to-execution misalignment.
• AlconminorStrategic or Co-development PartnerWakefield Research conducted Alcon's Student Vision Survey finding that while 88% of U.S. parents believe their teen's vision affects academic performance, 27% haven't had their child's eyes examined in the past year. Alcon used findings to promote its back-to-school campaign and Precision contact lenses.
• Pacira BioSciencesminorStrategic or Co-development PartnerWakefield Research conducted a commissioned survey for Pacira BioSciences of 1,000 U.S. adults finding that 85% of workers in physically demanding occupations experience pain while working. The survey supported awareness efforts around non-opioid pain management alternatives.
• Flo HealthminorStrategic or Co-development PartnerWakefield Research conducted a survey with Flo Health finding that 66% of U.S. women ages 38-50 felt better prepared for puberty than perimenopause, while 1 in 3 women aged 35+ still don't know if they are in perimenopause.
• AMS (AlixPartners)minorStrategic or Co-development PartnerWakefield Research partnered with AMS to survey 300 HR leaders and C-suite executives finding that 64% believe their organization will not remain competitive without AI, while 47% report misalignment between HR and C-suite on AI usage in hiring. 89% of companies are not utilizing AI across all major talent acquisition functions.
• Barclays US Consumer BankminorStrategic or Co-development PartnerWakefield Research conducted Barclays US Consumer Bank's third annual Travel Rewards and Loyalty Report finding that 79% of travelers depend on loyalty programs, with Millennials leading at 72% focused on rewards spending.
• Wyndham Hotels & ResortsminorStrategic or Co-development PartnerWakefield Research conducted a survey for Wyndham Hotels & Resorts among 325 senior hotel decision-makers finding that 53% are already using AI for revenue optimization, with primary applications in operational efficiency, sustainability, and dynamic pricing.
• Rubrik Zero LabsminorStrategic or Co-development PartnerWakefield Research surveyed 1,625 global IT security decision-makers for Rubrik Zero Labs finding that non-human identities now outnumber human users 82-to-1, with 89% of organizations having incorporated AI agents into their identity infrastructure.
• BilltrustminorStrategic or Co-development PartnerWakefield Research conducted a study for Billtrust finding that 99% of enterprises using AI in accounts receivable have reduced their average days sales outstanding, with 75% reporting reductions of six or more days.
• HoneywellminorStrategic or Co-development PartnerWakefield Research conducted Honeywell's Global Retailer Technology Survey in May 2025 finding that 85% of retail executives globally have developed AI capabilities, with 53% planning further investment and 89% expecting AI investment within one to two years.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Harris Poll (The Harris Poll): Harris Poll is a long-standing U.S. public opinion and market research firm producing custom research and PR-focused polling for major brands. It competes with Wakefield for PR-survey and thought-leadership engagements targeting top-tier media coverage.
• Maru Group: Maru Group is a global research and insights firm providing custom quantitative and qualitative research, panel solutions, and PR-driven polling. It is a comparable mid-sized peer competing for similar enterprise custom research and thought-leadership engagements.
• Morning Consult: Morning Consult is a privately held global research and intelligence company running its own proprietary panel and producing frequent survey-based thought leadership for PR and brand clients. It directly competes with Wakefield in PR polling and B2B/consumer thought-leadership research.
• Zogby International: Zogby International is a U.S. polling and market research firm providing custom surveys, public opinion polling, and PR-driven research. It is a comparable mid-sized firm competing for similar public-release and thought-leadership projects.

Broad incumbents

• Ipsos: Ipsos is a global market research firm operating across syndicated tracking, custom research, and public opinion polling. It is a direct competitor for custom B2B and consumer research engagements, with materially larger scale and syndicated product depth.
• Kantar: Kantar is a global research and consultancy firm with deep custom research, brand strategy, and consumer insights capabilities. It competes with Wakefield for enterprise custom research and market intelligence engagements across multiple verticals.
• Edelman (Edelman Intelligence): Edelman is the world's largest PR firm, with an in-house research arm (Edelman Intelligence) that produces survey-driven thought leadership for Fortune 500 clients. It competes with Wakefield for PR-research budgets and is also a buyer of custom research services.

Emerging players

• Qualtrics: Qualtrics is an experience management platform offering survey design, panel management, and research automation tools. While it is primarily a software platform rather than a custom research firm, it competes with Wakefield at the low end of the market by enabling in-house research execution.
• Greenberg Quinlan Rosner Research: Greenberg Research is a U.S. polling and research firm focused on public opinion, corporate reputation, and advocacy research. It overlaps with Wakefield on corporate-reputation and PR-driven survey work, though with a stronger political/policy tilt.

Regional players

• SSRS (SSRS Research): SSRS is a U.S.-based survey research firm operating the probability-based SSRS Opinion Panel and offering custom research services. It competes with Wakefield on corporate, nonprofit, and public-affairs custom research, particularly where rigorous probability sampling is required.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/WakefieldStats
• LinkedInlinkedin.com/company/wakefield

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wakefield Research