What Lieberman Research Worldwide does

Lieberman Research Worldwide, founded in 1973 and headquartered in Los Angeles, is a global market research, brand tracking, and data analytics firm that now operates under the Material brand through Material Holdings, LLC. The company serves large enterprise clients with a portfolio organized into three pillars: Growth Strategy (consumer insights, market strategy, data/analytics/AI, brand measurement), Market Activation (brand strategy, brand transformation and design, marketing and channel strategy, content and creative, loyalty), and Products + Platforms (product and experience design, industrial design, product and platform engineering, omnichannel experience). Its core methodology blends quantitative and qualitative research with behavioral science expertise, and proprietary brand-tracking programs integrate custom measurement with third-party technology to deliver recurring brand health diagnostics.

The firm generates revenue primarily through enterprise B2B engagements, including ongoing retainer-style brand tracking programs supplemented by project-based work. Its go-to-market is consultative direct enterprise sales targeting large global brands, supported by content marketing, thought leadership (Perspectives), and case studies. The customer base spans technology (Amazon, Google, Meta, Microsoft), consumer goods (Coca-Cola, Keurig Dr Pepper, Johnson & Johnson, Dickies), financial services (Citi, Comerica), automotive (BMW, Harley Davidson), hospitality (Hilton), entertainment (Disney), and retail (Best Buy, Sephora, Liquid Death). Geographic operations span a Global Region, an AU Region (Australia), and a SEA Region (Singapore).

Operationally, the company has shifted from a pure research firm to a broader insights-to-activation services platform, evidenced by its expansion into design, engineering, and omnichannel experience services, and by a series of acquisitions between 2016 and 2019 (motivequest, Strativity Group, Kelton Global, Killer Infographics, Karma Agency, SALT Branding, and T3). Headcount sits in the 251–500 range, with private ownership and a 2015 funding event involving Tailwind Capital as a disclosed investor. The company rebranded from LRW to Material to reflect the expanded service architecture.

Name

Lieberman Research Worldwide

Legal name

Material Holdings, LLC

Website

https://lrwonline.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

251–500 employees

Short description

Lieberman Research Worldwide (now Material) is a Los Angeles-based, 251–500-employee global market research, brand tracking, and data analytics firm serving large enterprise brands across consumer goods, tech, financial services, automotive, and retail with insights, measurement, segmentation, and activation services.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191), Advertising Agencies (541810)

SIC

Services-Advertising (7310)

akta.pro primary industry

Competitive & Market Intelligence (Competitive Tracking, TAM/SAM/SOM) (MPAAALAL)

akta.pro secondary industry

Product & Innovation Research (Concept, Pricing, Packaging, Conjoint) (MPAAALAI)

Keywords

• Market research services
• Brand tracking solutions
• Consumer insights analytics
• Brand health measurement
• Data science consulting

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Services: Provides quantitative and qualitative consumer research, brand measurement, and strategic consulting services to enterprise clients. Revenue generated through project-based engagements and ongoing retainer arrangements for brand tracking programs.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Lieberman Research Worldwide (now operating as Material) is a global market research and brand tracking firm delivering quantitative and qualitative consumer research, brand health measurement, segmentation analytics, and data science services. The firm blends best-of-breed technology solutions with custom measurement and analytics to deliver timely, insight-rich data that guides enterprise brand management. Complementary offerings include brand strategy, brand transformation and design, marketing and channel strategy, content and creative, and product/experience design services.

Product overview

Material (formerly Lieberman Research Worldwide) is a global market research and brand tracking firm offering a unified suite of professional services. The portfolio centers on consumer insights, brand measurement, and segmentation capabilities powered by data science and analytics. These core analytical services are complemented by market activation offerings including brand strategy, brand transformation and design, marketing and channel strategy, content and creative, and loyalty programs. The company also provides product and experience design services spanning product and experience design, industrial design, product and platform engineering, and omnichannel digital experience. The offering architecture combines best-of-breed technology solutions with custom measurement and analytics to deliver insight-rich data for brand management.

Differentiator

Problem solved

Functional benefit

Products and services

• Consumer Insights
• Brand Measurement / Brand Health Trackers
• Segmentation
• Data Science + Analytics
• Brand Strategy
• Brand Transformation + Design
• Marketing + Channel Strategy
• Content + Creative
• Loyalty
• Product + Experience Design
• Industrial Design
• Product + Platform Engineering
• Omnichannel Experience
• Market Strategy

Named customers17 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators1 record

Recent moves7 records

Expansion highlights5 records

Direct peers

• Kantar: Kantar is one of the world's largest brand tracking and consumer insights firms, offering global brand measurement, segmentation, and syndicated/ad hoc research—directly overlapping with Material's core brand health trackers and consumer insights services.
• Ipsos: Ipsos is a global market research and consumer insights company serving large enterprises with brand and advertising research, segmentation, and behavioral understanding—closely comparable to Material's offering.
• GfK (now NIQ Consumer): GfK delivers consumer intelligence, brand and marketing research, and shopper insights for global brands, directly competing with Material in quantitative tracking and segmentation work.
• Mintel: Mintel provides syndicated consumer market research, brand intelligence, and category insights to enterprise CPGs and retailers—serving the same large-brand buyer personas with overlapping brand research and consumer trends products.
• Forrester Research: Forrester delivers research, advisory, and consumer/brand insights to large enterprise technology and consumer brands, overlapping with Material's strategic insights and behavioral science engagements.
• Euromonitor International: Euromonitor provides global market intelligence and consumer research across categories, selling to the same multinational enterprise clients as Material for category-level consumer understanding and strategic planning.
• C Space: C Space is a consumer insights and brand strategy firm specializing in qualitative and community-based research for large brands—closely aligned with Material's behavioral science and segmentation focus.
• The Cambridge Group: The Cambridge Group provides customer segmentation, growth strategy, and market research for large consumer and B2B brands, directly competing with Material's segmentation and market strategy offerings.

Broad incumbents

• NielsenIQ: NielsenIQ provides large-scale consumer measurement, brand performance analytics, and panel-based research, making it a broad incumbent competitor in the same enterprise insights category as Material's brand tracking services.

Emerging players

• Harris Insights & Analytics: Harris Insights & Analytics delivers custom and syndicated consumer research including brand and reputation tracking for enterprises—overlapping with Material's brand health tracking and consumer insights services at a similar mid-to-large scale.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/materialgrowth
• Instagraminstagram.com/materialgrowth
• Facebookfacebook.com/lrwonline

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A7 records

Investments

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

Frequently asked questions about Lieberman Research Worldwide