The Martec Group

What The Martec Group does

The Martec Group is a privately-held market research and strategic consulting firm founded in 1986 and headquartered in Evanston, Illinois, with additional offices in Royal Oak (Detroit), Offenbach am Main (Frankfurt), and Shanghai. The firm delivers custom market research engagements to mid-market and enterprise clients across ten verticals, with the most prominent practices in Automotive & Mobility and Private Equity, supported by additional practices in Consumer/B2B2C, Food & Beverage, Building & Construction, Healthcare & Human Factors, Franchising, Chemicals, Transportation & Logistics, and Professional Services & Associations.

The firm operates an integrated service platform spanning eleven service areas — including Brand Research, Commercial Due Diligence, Competitive Intelligence, CX/Journey Mapping, Emotion Intelligence, Market Sizing, Pricing Research, Innovation Research, Segmentation & Persona Development, Voice of Customer, and Strategic Planning — and layers five specialized "intelligence practices" (Emotion, Product, Pricing, Customer, Market) over them. Underlying delivery rests on a set of proprietary methodologies: the Qual-Quant-Qual three-phase research design; Price-Value Mapping using MaxDiff, Van Westendorp, and Gabor-Granger; Benefit-Value Analysis for pricing strategy; the Martec Emotion Score built on Plutchik's Wheel of Emotions; and a Voice of Customer framework. AI is embedded in data-quality workflows via partnerships with Quest Mindshare and integrations with dtect, Qualtrics, Forsta, and QuestionPro to flag duplicates, patterned responses, and screener inconsistencies under an "augmented intelligence" model.

The business model is project-based professional services with no public pricing, no subscription or ARR disclosed, and revenue generated entirely from custom engagements across the firm's vertical mix. Go-to-market is sales-led, combining direct outreach, content marketing (webinars, eBooks, reports), and referrals. Recognition signals include Quirk's Magazine Top 8 Segmentation Research Companies (2025) and Top Company 2023 CX/UX Research. Operations are active as of 2026 and no acquisitions, funding rounds, or ownership changes are disclosed.

Name

The Martec Group

Legal name

Martec

Website

https://martecgroup.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

101–250 employees

Short description

The Martec Group is a privately-held market research and strategic consulting firm, founded in 1986, delivering custom qualitative and quantitative research and strategic planning to mid-market and enterprise clients across ten verticals including automotive, private equity, healthcare, and consumer goods.

Ownership category

akta.pro rank

Headquarters

HQ city

Southfield

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Research and Consulting Services: The Martec Group generates revenue through custom market research and strategic consulting engagements. Projects are tailored to client needs across various industries including automotive, consumer goods, healthcare, private equity, and professional services. Revenue is project-based, typically involving qualitative and quantitative research methodologies.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

The Martec Group is a custom market research and strategic consulting firm that converts raw data into actionable intelligence for critical business decision-making. It delivers eleven core service areas — Brand Research, Commercial Due Diligence, Competitive Intelligence, Customer Experience & Journey Mapping, Emotion Intelligence, Market Sizing & Opportunity Assessment, Pricing Research, Innovation Research, Segmentation & Persona Development, Voice of Customer, and Strategic Planning — for enterprise and mid-market clients across verticals including automotive, private equity, consumer goods, healthcare, building products, food & beverage, and chemicals.

Product overview

The Martec Group is a market research and strategic consulting firm that operates as a single integrated service offering rather than a software platform. They deliver custom market research across eleven core service areas (Brand Research, Commercial Due Diligence, Competitive Intelligence, Customer Experience & Journey Mapping, Emotion Intelligence, Market Sizing & Opportunity Assessment, Pricing Research, Innovation Research, Segmentation & Persona Development, Voice of Customer, and Strategic Planning) supported by five specialized intelligence practices (Emotion Intelligence, Product Intelligence, Pricing Intelligence, Customer Intelligence, and Market Intelligence). The firm applies proprietary methodologies including Qual-Quant-Qual research design, Price-Value Mapping, Benefit-Value Analysis, and Martec Emotion Score to convert raw data into actionable intelligence for decision-making across industries including Automotive & Mobility, Building & Construction, Chemicals, Consumer & B2B2C, Food & Beverage, Franchising, Healthcare & Human Factors, Private Equity, Professional Services & Associations, and Transportation & Logistics.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Research Custom research engagement that evaluates brand positioning, awareness, equity, and perception for enterprise and mid-market clients across multiple industries.
• Commercial Due Diligence Independent market, competitive, and growth-potential assessment of acquisition targets, primarily for private equity firms and corporate acquirers evaluating investment decisions.
• Competitive Intelligence Research engagement that maps competitors, market structure, and strategic threats to inform corporate and business-unit strategy.
• Customer Experience + Journey Mapping Custom research that documents and analyzes end-to-end customer journeys and experience touchpoints for enterprise clients.
• Emotion Intelligence Proprietary research practice that uncovers the emotions customers and employees have regarding brands, experiences, new products/concepts, and specific features/benefits, leveraging Plutchik's Wheel of Emotions framework.
• Market Sizing + Opportunity Assessment Quantitative and qualitative research engagement that sizes addressable markets, estimates growth, and identifies attractive market segments and share opportunities.
• Pricing Research Custom research that evaluates customer willingness to pay, price sensitivity, and optimal price points, supporting pricing strategy decisions for new and existing products.
• Innovation Research Custom research that tests new product concepts, features, and innovation ideas with target customers to inform product development decisions.
• Segmentation + Persona Development Research engagement that segments customers or markets into actionable groups and develops personas to guide targeting, positioning, and product strategy.
• Voice of Customer Research engagement that gathers and analyzes customer perspectives, motivations, and decision rationales through objective, open, and active listening.
• Strategic Planning Consulting engagement that applies research intelligence to corporate and business-unit strategic planning, working with leadership to define where to play and how to win.

Quantifiable outcome

• +10% growth gap between distributors and overall market achieved for an industrial consumables manufacturer through voice of customer research
• +1 more outcomes

Named customers4 records

Segments10 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability4 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• AllovancecoreStrategic or Co-development Partner · 11 February 2025Strategic partnership to unite strategic planning and market research capabilities. The collaboration enhances Martec's ability to deliver comprehensive strategic planning and market intelligence solutions to clients by combining Allovance's planning tools with Martec's research expertise.
• Quest MindsharecoreTechnology or IntegrationQuest Mindshare is a panel provider and data collection partner for The Martec Group. The two firms collaborate on market research projects, with Quest providing data quality and fraud prevention tools while Martec provides strategic research consulting. The partnership emphasizes data integrity best practices and collaborative efforts to protect research from fraud.

Scale indicators1 record

Recent moves9 records

Expansion highlights5 records

Direct peers

• Escalent: Escalent is a mid-sized research and analytics firm offering custom market research, customer experience, and advisory across similar industries (automotive, consumer, healthcare). It competes head-to-head with Martec on PE commercial due diligence and segmentation engagements for enterprise clients.
• Schlesinger Group: Schlesinger Group provides qualitative research services, panel sampling, and research operations support. Direct competitor in primary qualitative research and recruitment, with similar client profile.
• Hall & Partners: Hall & Partners is a brand and customer experience research consultancy serving global brands. Direct overlap with Martec on brand research, customer experience mapping, and pricing/sentiment work, with comparable enterprise client profile.
• Burke, Inc. Burke is a long-standing custom market research and consumer insights firm offering brand, customer, and product research. Highly comparable vintage, methodology stack, and industry coverage to Martec's.
• Gongos: Gongos is a mid-sized market research firm providing qualitative, quantitative, and community-based insights to enterprise brands. Similar size and service breadth as Martec, with overlapping focus on customer intelligence, segmentation, and brand research for Fortune 1000 clients.
• KS&R: KS&R is a custom market research firm providing quantitative and qualitative research, segmentation, and customer experience work. Comparable mid-size professional services firm with similar B2B research engagements.

Broad incumbents

• Ipsos: Ipsos is one of the largest global market research and consulting firms, operating across all verticals Martec serves. A broader incumbent that competes for the same enterprise RFPs.
• Mintel: Mintel is a large global market research firm providing syndicated and custom research. Overlaps with Martec on CPG/F&B market sizing, innovation research, and consumer insights, though it competes more via subscription products.

Others

• Qualtrics (XM Institute): Qualtrics is the survey platform integrated into Martec's tech stack. As a platform-enabled research ecosystem, it offers DIY research tools to Martec's enterprise clients and represents the most likely disruption vector for traditional custom research firms.

Emerging players

• West Monroe: West Monroe is a management and technology consulting firm that conducts market diligence and research as part of broader engagements. Adjacent competitor for PE commercial due diligence work where research is bundled with operational consulting.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/themartecgroup
• YouTubeyoutube.com/channel/UCWwx3cq_y2VbPv3smAvieoQ
• Facebookfacebook.com/themartecgroup
• LinkedInlinkedin.com/company/27913

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 The Martec Group