What C+R Research does

C+R Research is a privately held, Chicago-headquartered custom market research agency founded circa 1959-1960 and now in its fourth generation of leadership under CEO Paul Metz and President/Chief Client Officer Erin Barber. The firm operates as a full-service qualitative and quantitative insights agency, conducting 600+ studies annually across an even mix of focus groups, surveys, online communities, ethnographies, brand tracking, segmentation, and product testing for enterprise and mid-market clients. The company claims to service 28% of the Fortune 500 over a two-year window and emphasizes a 100% senior-level attention delivery model across every engagement.

The product portfolio blends traditional custom research services with a proprietary AI and neuroscience-enhanced toolset. Core platforms include ShopperPulse™ (omnichannel shopper insights with neuroscience and eye-tracking), SnapIQ (agile research delivering insights in 3-4 business days), SmartMod (AI-speed qualitative research), SmartPersonas/AI Personas (generative AI-powered segmentation), SmartPulse (emotional response measurement), Illuminator (shopper panel integrated with receipt data), and LiveHive (real-time consumer buzz tracking). Several AI capabilities are delivered through technology partnerships, including Signoi for AI personas, Nexxt Intelligence (inca SmartProbe), CloudArmy for neuro insights, and The Rational Heart for emotional response analytics. The firm also operates long-running syndicated research series such as YouthBeat, LatinoEyes, CultureBeat, KidzEyes, and TeensEyes, providing audience-specific thought leadership in multicultural, generational, and youth/family segments.

C+R Research generates revenue exclusively through bespoke project-based engagements priced per study, with no productized software or subscription offerings. Distribution is entirely direct sales, with senior-led engagement for Fortune 500 accounts and relationship-driven mid-market coverage. The company maintains a single Chicago headquarters at 150 N. Michigan Avenue, serves primarily North American clients with global research capability, and has been recognized as one of Chicago's largest women-owned businesses. Recent strategic activity has centered on the 2026 ShopperPulse rebrand, AI productization through partner integrations, and leadership transition.

Name

C+R Research

Legal name

C+R Research, Inc.

Website

https://crresearch.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

101–250 employees

Short description

C+R Research is a privately held, Chicago-based custom qualitative and quantitative market research agency founded circa 1960, serving Fortune 500 and mid-market clients across CPG, healthcare, financial services, retail, and multicultural audiences with AI-enhanced proprietary research tools.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191), Marketing Research and Public Opinion Polling (541910), Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

akta.pro secondary industries

Syndicated Market Research (Panels, Omnibus, Tracker Studies) (MPAAALAB), Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH), Social & Digital Insights (Social Listening, Online Community Research) (MPAAALAK)

Keywords

• Custom market research
• Consumer insights
• Shopper research
• Qualitative research
• Brand tracking

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Research Services: C+R Research generates revenue through bespoke qualitative and quantitative research projects for enterprise clients. The company conducts 600+ studies annually across various methodologies including focus groups, online communities, surveys, and behavioral research. Revenue is project-based with custom pricing reflecting study scope, methodology, and audience complexity.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

C+R Research is a custom qualitative and quantitative market research agency that designs and executes bespoke research projects for enterprise and mid-market clients. Engagements span focus groups, in-depth interviews, surveys, brand tracking, product testing, segmentation, online communities, and global research, augmented by proprietary AI-enhanced platforms (SnapIQ, SmartPersonas, SmartMod, ShopperPulse, Illuminator, LiveHive) that accelerate turnaround and deepen behavioral measurement.

Product overview

C+R Research is a custom qualitative and quantitative market research agency offering a platform-plus-expertise model. The core offering centers on research services (Qualitative, Quantitative, Agile Research, Segmentation, Brand Tracking, Product Testing) augmented by proprietary AI-powered tools including ShopperPulse™ (neuroscience and eye-tracking shopper insights), SmartMod (AI-speed qualitative research), AI Personas/SmartPersonas (generative AI-powered segmentation), SnapIQ (agile 3-4 day turnaround), and SmartPulse (emotional response measurement). The company serves diverse industries (CPG, Healthcare, Retail, Financial Services, Food & Beverage) and audiences (Multicultural, Gen Z/Youth, B2B, Shopper) with 65+ years of research innovation.

Differentiator

Problem solved

Functional benefit

Brands

• ShopperPulse™: Shopper insights division providing real-time shopper insights across omnichannel touchpoints (formerly ShopperEyes).
• YouthBeat®
• LatinoEyes®
• CultureBeat
• SmartPulse
• SnapIQ
• SmartPersonas
• SmartMod
• Illuminator
• Communipanel
• Consumer Connections
• LiveHive

Products and services

• Qualitative Research Custom qualitative research services including focus groups, in-depth interviews, ethnographies, and immersive online discussions delivered by expert moderators, designed for enterprise and mid-market brand teams seeking deep consumer understanding.
• Quantitative Research Full-service quantitative research solutions including surveys, brand tracking, concept testing, and advanced analytics, delivering statistically valid insights for enterprise and mid-market clients.
• Agile Research Rapid-turnaround research methodology delivering custom insights in 3-4 business days, combining qualitative depth with quantitative rigor for clients needing fast answers to time-sensitive business questions.
• AI Solutions Suite of AI-powered research tools including SmartPersonas, SmartMod, and SnapIQ that augment custom qualitative and quantitative engagements with AI-speed segmentation, AI-speed qualitative depth, and agile 3-4 day turnarounds.
• Online Communities and Panels Custom online research communities and panels including micro communities, longitudinal tracking, and Communipanel for ongoing shopper and consumer engagement and insights.
• Brand Tracking Continuous brand health monitoring and tracking solutions measuring brand equity, awareness, and performance over time for CPG, retail, and consumer brand clients.
• Product Testing Comprehensive product testing services including central location testing, in-home usage tests, and package testing/optimization for CPG and consumer brands.
• Segmentation Market segmentation research and activation workshops identifying actionable consumer segments and building shared ownership of strategic next steps across cross-functional teams.
• Attitude & Usage (A&U) Research Attitude and usage research to understand consumer behaviors, usage occasions, and demand landscape across categories.
• Global Research International market research capabilities spanning multiple countries and cultures with local expertise and global execution.
• Strategy Workshops Strategy activation workshops bridging the gap between research insight and execution, helping client teams align on findings, prioritize opportunities, and build shared ownership of next steps.
• ShopperPulse Shopper insights platform providing real-time shopper insights across omnichannel touchpoints, combining neuroscience and eye-tracking tools to measure emotional and neurological responses and reveal what shoppers see, think, and feel.
• SmartPersonas (AI Personas) AI-powered persona generation tool bringing segmentation to life by creating realistic, data-driven persona simulations to help brands make smarter, faster decisions with segmentation.
• SnapIQ Agile research tool delivering custom insights in 3-4 business days, enabling rapid qualitative and quantitative research turnaround for time-sensitive business decisions.
• SmartMod AI-powered qualitative research module unlocking qualitative depth at AI speed, combining the depth of qualitative research with the efficiency of artificial intelligence.
• SmartPulse Neuroscience-based research tool combining eye-tracking technology to measure emotional and neurological responses, revealing implicit shopper behavior.
• Illuminator Shopper panel solution combining custom research expertise with receipt data to provide clearer shopper insights for brand category strategies.
• LiveHive Real-time consumer sentiment and buzz tracking tool providing ongoing pulse-style insights into what consumers are thinking and discussing.

Quantifiable outcome

• 600+ custom research studies conducted annually
• +2 more outcomes

Named customers7 records

Segments12 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature8 records

Partnerships

Eleven partnerships are on record, tiered core and supporting.

• ProdegecoreStrategic or Co-development Partner · 4 February 2026Collaborative research partnership for ShopperPulse Perspective report on payment evolution, exploring how shoppers balance convenience and security across cash, credit, mobile wallets, biometrics, and BNPL options.
• SignoicoreTechnology or IntegrationStrategic partnership to transform shopper insights with AI-powered personas, combining Signoi's AI capabilities with C+R's segmentation expertise.
• Nexxt IntelligencesupportingTechnology or IntegrationPartnership to apply Nexxt Intelligence's inca SmartProbe technology for deeper behavioral insights in qualitative research.
• CloudArmysupportingTechnology or IntegrationPartnership to add neuro insights for implicit testing using CloudArmy's technology capabilities.
• The Rational HeartsupportingTechnology or IntegrationPartnership to measure emotional responses for deeper insights, combining neuroscience with consumer research methodologies.
• JohnsonvillecoreStrategic or Co-development PartnerMulticultural marketing research partnership resulting in success featured on CBS Evening News, helping Johnsonville reach diverse consumer audiences.
• National Pork BoardcoreStrategic or Co-development PartnerResearch partnership to better understand and serve Hispanic consumer needs through targeted multicultural research.
• Association of Genuine Alaska Pollock Producers (GAPP)supportingStrategic or Co-development PartnerPartnership to understand consumer perceptions of Surimi Seafood and Wild Alaska Pollock products.
• Arthritis FoundationsupportingStrategic or Co-development PartnerPartnership producing ease-of-use design guides and inclusive packaging principles for seniors and people with disabilities.
• AptarsupportingStrategic or Co-development PartnerPartnership with APF France handicap to develop inclusive packaging principles and accessibility standards.
• Ad CouncilsupportingStrategic or Co-development PartnerOngoing coronavirus research partnership providing consumer insights during the COVID-19 pandemic.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• SSRS: SSRS is a U.S.-based full-service survey and market research firm serving media, nonprofit, healthcare, and academic clients. Comparable to C+R Research's quantitative research, public opinion, and custom survey offerings.
• Dynata: Dynata is a major first-party data and research technology platform offering panels, sampling, and full-service research. Comparable to C+R Research's panel, quant, and online community capabilities, though more platform-led than custom-led.
• The Directions Group: The Directions Group is a mid-sized U.S. custom market research firm offering qualitative and quantitative research across CPG, healthcare, and retail — closely matching C+R Research's size, service mix, and client base.
• Schlesinger Group: Schlesinger Group is a qualitative-focused market research firm providing focus group facilities, panels, and online communities. Directly competes with C+R Research in qual recruitment, online communities, and MROC engagements.
• Toluna: Toluna operates a global online panel and consumer insights platform serving CPG, retail, and media clients. Overlaps with C+R Research's quantitative research, online communities (Communipanel), and panel-based work (Illuminator).
• Savanta: Savanta is a mid-sized custom market research agency offering qual, quant, brand tracking, and segmentation services. Comparable to C+R Research in service mix and enterprise client focus, with similar AI-enhanced offerings.

Broad incumbents

• Kantar: Kantar is one of the world's largest consumer insight and brand research firms with deep CPG, retail, and shopper expertise. Overlaps directly with C+R Research's qualitative/quantitative offerings, brand tracking, and shopper insights practices.
• Ipsos: Ipsos is a global market research and analytics firm offering qualitative, quantitative, and consumer insight services across CPG, healthcare, financial services, and shopper categories — directly comparable to C+R Research's full-service model but at much larger, global scale.
• NielsenIQ: NielsenIQ provides consumer measurement, retail/shopper insights, and panel-based research for CPG brands. Highly comparable to C+R Research's shopper and CPG practices, especially given Illuminator's receipt-data panel approach.

Emerging players

• Forsta: Forsta is a research technology company combining survey, CX, and analytics software with advisory services. Adjacent to C+R Research given its AI-powered insight capabilities (e.g., SmartPersonas, SmartMod) targeting similar enterprise insight buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/c-r-research
• Xx.com/emergesmarter

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 C+R Research