The M/A/R/C Group
M/A/R/C is a 60-year-old U.S. custom marketing research firm serving Fortune 500 enterprises across CPG, healthcare, financial services, retail, QSR, animal health, and media with proprietary methodologies including the ASSESSOR forecasting system and Accelerated Solutions platform, plus multicultural insights via the acquired Horowitz Research division.
- Company typePrivate
- Founded1965
- HeadquartersIrving, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What The M/A/R/C Group does
The M/A/R/C Group, operating as M/A/R/C® Research LLC, is a U.S.-based custom marketing research and insights consulting firm founded in 1965 and headquartered in the Dallas–Fort Worth area (Plano/Irving, Texas) with a secondary office in Greensboro, North Carolina. The firm serves Fortune 500 enterprises and major brands across nine vertical specializations including Consumer Packaged Goods, Healthcare & Pharmaceuticals, Animal Health, Media & Entertainment, Financial Services & Insurance, Retail, Restaurant & Food Service, Tobacco & Nicotine (Regulated Sciences), and Multicultural Consumers. Its proprietary technology stack centers on the ASSESSOR® Volumetric Forecasting System (originally developed at MIT, delivering forecasts within +/-10% of actual in-market results), the Accelerated Solutions platform (Rapid Results concept testing delivered in as little as 6 hours, Accelerated Sort, Accelerated Concept Screen, Accelerated Ad Impact Measurement), and the historical ACRS Automated Customer Research Systems platform created in the 1970s. Following its May 2023 acquisition of Horowitz Research, M/A/R/C also operates a multicultural insights division providing syndicated studies such as FOCUS LGBTQIA+, State of Media Entertainment & Tech, Pet Culture in Multicultural America, and the proprietary JADE™ Score diversity audit.
The firm generates revenue through project-based, quote-priced custom research engagements under three solution lines: Accelerated Solutions (high-speed, lower-cost), Curated Solutions (in-depth, sophisticated), and Multicultural Solutions. Distribution is exclusively direct enterprise field sales — dedicated account managers and research directors operate consultatively with no marketplace, reseller, or self-serve channel. The pricing model is not publicly disclosed; engagements are priced by scope, methodology complexity, sample size, and deliverables. Notable enterprise clients disclosed include McDonald's, Anheuser-Busch InBev, Chase, AbbVie, Abbott, Boston Scientific, Cigna, Cinemark, Humana, Keurig Dr Pepper, Kohl's, Marriott, New York Life, Cargill, 23andMe, and Zoetis. The company is privately held, profitable, and self-funded with 251–500 employees, led by CEO Merrill Dubrow and President Randall Wahl, and held its 60th anniversary in 2025.
The M/A/R/C Group firmographics
Firmographics- Name
- The M/A/R/C Group
- Legal name
- M/A/R/C® Research LLC
- Website
- https://marcresearch.com
- Company type
- Private
- Founded year
- 1965
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- M/A/R/C is a 60-year-old U.S. custom marketing research firm serving Fortune 500 enterprises across CPG, healthcare, financial services, retail, QSR, animal health, and media with proprietary methodologies including the ASSESSOR forecasting system and Accelerated Solutions platform, plus multicultural insights via the acquired Horowitz Research division.
- Ownership category
- akta.pro rank
The M/A/R/C Group industry classification
Industry- Product category
- Market Research Services
- NAICS
- Marketing Research and Public Opinion Polling (54191), Professional, Scientific, and Technical Services (54)
- SIC
- Services-Commercial Physical & Biological Research (8731)
- akta.pro primary industry
- B2B / Industrial Market Research (MPAAALAA)
- akta.pro secondary industry
- B2B / Account-Based Marketing (ABM) Strategy Consulting (MPAAAFAM)
Keywords
Where The M/A/R/C Group is headquartered
LocationHeadquarters
- HQ city
- Irving
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
The M/A/R/C Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Custom Marketing Research Services: M/A/R/C® provides custom marketing research and insights services to Fortune 500 companies and major brands. Revenue is generated through project-based engagements where clients pay for research design, execution, analysis, and strategic consulting. Services include Accelerated Solutions (fast-turnaround), Curated Solutions (expertly crafted in-depth approaches), and Multicultural Solutions through Horowitz Research division.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Project-based | Accelerated Solutions - high-speed, zero-compromise results for practical value |
| Other | Project-based | Curated Solutions - expertly crafted approaches delivering in-depth insights |
| Other | Project-based | Custom Research Engagements - full-service research and consulting |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
The M/A/R/C Group product offering
Product offeringCore offering
M/A/R/C is a custom marketing research and insights consulting firm that designs, executes, and delivers B2B research services for Fortune 500 companies and major brands across CPG, healthcare, financial services, retail, media, animal health, and regulated industries. Offerings are organized into Accelerated Solutions (high-speed research with results in days), Curated Solutions (in-depth custom research for strategic planning), and Multicultural Solutions (delivered through the Horowitz Research division), supplemented by specialized Health & Well-Being, Regulated Sciences, and Animal Health practices.
Product overview
M/A/R/C Research is an insights and strategy consulting firm organized around three primary solution lines: Accelerated Solutions (high-speed agile research), Curated Solutions (in-depth custom research), and Multicultural Solutions (leveraging the Horowitz Research division). The company offers specialized practices in Health & Well-Being, Regulated Sciences, and Animal Health. Key proprietary methodologies include the ASSESSOR Volumetric Forecasting System developed at MIT. The portfolio also includes syndicated research products like the FOCUS LGBTQIA+ study, State of Media reports, and Pet Culture studies. The firm operates from a platform of analytical expertise rather than a traditional software architecture, delivering research and consulting services rather than a SaaS product.
Differentiator
Problem solved
Functional benefit
Brands
- Horowitz Research: Multicultural insights division of M/A/R/C Research, specializing in consumer market research for diverse audiences including Black, Latinx, Asian, LGBTQIA+, Gen Z, and Gen Alpha consumers
- Online Survey Solution
- On the M/A/R/C
- Parallax Initiative
- ASSESSOR
- Accelerated Solutions
- Curated Solutions
- JADE Score
Products and services
- Accelerated Solutions
- Curated Solutions
- Multicultural Solutions
- Exploration & Ideation
- Innovation & Optimization
- Brand & Advertising
- Proven Analytics
- Horowitz Research
- Horowitz FOCUS LGBTQIA+ Study
- Pet Culture in Multicultural America
Quantifiable outcome
- ASSESSOR® forecasting accuracy within +/-10% of actual in-market results
- +4 more outcomes
Companies that use The M/A/R/C Group
Customer profileNamed customers16 records
Segments9 records
Ideal customer profiles6 records
The M/A/R/C Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
The M/A/R/C Group partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and flagship.
- AnimalytixcoreM/A/R/C® Research and Animalytix joined forces to introduce the Parallax Initiative, a comprehensive 'Source of Truth' platform that combines qualitative and quantitative insights to produce enriched datasets and tailored research studies. The initiative delivers more predictive trend analyses, optimized product launches, and high-impact customer experiences for animal health clients. Dr. Jim Thomas leads the initiative, bringing 20+ years of animal health industry experience.
- Horowitz ResearchflagshipM/A/R/C® Research acquired Horowitz Research, a company providing market research services including syndicated research and multicultural insights. The acquisition expands M/A/R/C's research portfolio and expertise in consumer and media relations. Horowitz Research operates as a division of M/A/R/C® with 30+ years of expertise in diverse audiences.
- 23andMeflagshipStrategic partnership where M/A/R/C® conducted customer surveys for 23andMe to uncover key insights on customer experience and engagement. Case study shows partnership in developing media center press releases and consumer research to understand customer behavior.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
The M/A/R/C Group competitors and assessment
Company assessmentDirect peers
- Kantar: World's largest marketing research and insights firm offering custom quantitative/qualitative research, brand tracking, and consumer panels. Directly competes with M/A/R/C across CPG, healthcare, financial services, and media verticals with overlapping methodologies and Fortune 500 client base.
- Ipsos: Global market research firm providing custom research, syndicated studies, and consumer insights across 90+ markets. Closely comparable to M/A/R/C in healthcare, CPG, and financial services research with similar project-based professional services model and global delivery capabilities.
- Circana: Formed from the merger of IRI and The NPD Group, Circana provides consumer and retail insights with deep CPG, retail, and restaurant expertise. Direct competitor to M/A/R/C's CPG and restaurant verticals; recent hires at M/A/R/C (Nicole Robertson) came from Circana, evidencing talent and capability overlap.
- Schlesinger Group: Custom qualitative and quantitative market research firm with global facility footprint and project-based professional services model. Comparable to M/A/R/C in methodology mix, client verticals (CPG, healthcare, financial services), and consultative enterprise sales motion.
- Dynata: First-party data and insights platform offering panel-based research, custom surveys, and analytics. Competes with M/A/R/C for sample, B2B research, and ad effectiveness work, but with stronger panel data assets (M/A/R/C hired a director from Dynata in October 2024).
- Toluna: Digital consumer insights company providing online survey programming, panels, and custom research globally. Comparable to M/A/R/C's Online Survey Solution subsidiary and Accelerated Solutions offerings, with overlapping methodology and pricing model.
- The Directions Group: Mid-sized custom market research firm offering qualitative, quantitative, and strategic consulting across CPG, healthcare, and financial services. Closely comparable to M/A/R/C in scale, client roster, and consultative enterprise sales motion.
- Decision Point: Custom market research and analytics firm focused on healthcare, consumer, and B2B research with consulting-led delivery. Comparable to M/A/R/C in custom project-based model, vertical specialization, and emphasis on actionable insights rather than syndicated data.
Broad incumbents
- NielsenIQ: Global consumer intelligence firm with syndicated measurement, retail scanner data, and custom research. Overlaps with M/A/R/C's brand health, innovation, and advertising effectiveness work, but at much larger scale with proprietary panel data that M/A/R/C cannot match.
Emerging players
- Suzy: Tech-enabled consumer insights platform offering on-demand survey-based research at a fraction of traditional cost. Disrupts M/A/R/C's lower-complexity concept testing and brand health work via DIY-style automated platform aimed at the same Fortune 500 buyers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
The M/A/R/C Group social profiles
Digital presenceThe M/A/R/C Group compliance and trust
Trust signalCompliance1 record
The M/A/R/C Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The M/A/R/C Group leadership team
Management profileNumber of profiles
Profiles24 records
The M/A/R/C Group subsidiaries and ownership
Company hierarchySubsidiaries2 records
The M/A/R/C Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The M/A/R/C Group M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The M/A/R/C Group
What does The M/A/R/C Group do?
M/A/R/C is a custom marketing research and insights consulting firm that designs, executes, and delivers B2B research services for Fortune 500 companies and major brands across CPG, healthcare, financial services, retail, media, animal health, and regulated industries. Offerings are organized into Accelerated Solutions (high-speed research with results in days), Curated Solutions (in-depth custom research for strategic planning), and Multicultural Solutions (delivered through the Horowitz Research division), supplemented by specialized Health & Well-Being, Regulated Sciences, and Animal Health practices.
Is The M/A/R/C Group a public or private company?
The M/A/R/C Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The M/A/R/C Group founded?
The M/A/R/C Group was founded in 1965. It employs 101 to 250 people.
Where is The M/A/R/C Group based?
The M/A/R/C Group is headquartered in Irving, United States, in the North America region.
How does The M/A/R/C Group make money?
One revenue line is on record: custom Marketing Research Services.
Who are The M/A/R/C Group's main competitors?
Direct peers on record are Kantar, Ipsos, Circana, Schlesinger Group, Dynata, Toluna, The Directions Group and Decision Point. NielsenIQ is listed as a broad incumbent. Suzy is listed as an emerging player.
Does The M/A/R/C Group have an API?
No public API is recorded for The M/A/R/C Group.
What industry is The M/A/R/C Group in?
The M/A/R/C Group's product category is Market Research Services. Its primary akta.pro industry code is MPAAALAA, B2B / Industrial Market Research, with a secondary code of MPAAAFAM, B2B / Account-Based Marketing (ABM) Strategy Consulting. Its NAICS code is 54191 and its SIC code is 8731.