Market Research Institute International

What Market Research Institute International does

Market Research Institute International (MRII) is a nonprofit educational institute founded in 1996 and headquartered in Athens, Georgia. The organization develops and delivers online continuing education and professional certification programs for market research and insights professionals, built around the Market Research Core Body of Knowledge (MRCBOK™) — an industry consensus framework developed in 1994 and maintained by MRII in collaboration with practitioners and academics. MRII does not operate its own technology platform; all courses are delivered through the University of Georgia Center for Continuing Education's learning management system, which issues accredited Continuing Education Units (CEUs). The core product is the Principles of Market Research certificate, a 135-hour program covering 13 MRCBOK topic areas, complemented by the Principles Express series of individual self-paced courses (8–14 hours each), three Principles Express+ bundles, and supplementary content assets including the Insights & Innovators Podcast, a YouTube channel, a monthly webinar series, and original research such as the annual State of the Market Research Industry report.

Revenue is generated almost entirely through course sales on the UGA platform, with pricing managed by the university and group enrollment discounts available for organizations registering 10 or more participants. The customer base is direct-to-consumer and globally distributed — more than 10,000 learners across 114 countries have completed MRII coursework since 1996, serving both individual practitioners and corporate training teams. MRII's market positioning is reinforced by a broad ecosystem of supporting organizations and sponsors: ESOMAR, Insights Association, Canadian Research Insights Council, The Research Society, Intellus Worldwide, QRCA, AMAI, and WAPOR LatAm endorse or recognize MRII coursework as a pathway to certification (CAIP, QPR, ICM). The organization also operates four awards programs (Emerging Markets, Diversity, Reg Baker Career Advancement, Data Analysis) and is funded in part through Leadership Circle and standard corporate sponsors drawn from the research, insights, and analytics vendor community.

Name

Market Research Institute International

Legal name

Market Research Institute International

Website

https://mrii.org

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

Market Research Institute International (MRII) is a nonprofit educational institute, founded 1996 in Athens, Georgia, that develops and delivers online continuing education and certification courses for market research and insights professionals through a partnership with the University of Georgia.

Ownership category

akta.pro rank

Product category

Market Research Education and Certification

NAICS

Educational Services (611), Educational Support Services (61171), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Data, Analytics & AI/ML Certifications (EDAAANAG)

Keywords

• Market research education
• Professional certification programs
• Continuing education courses
• Research training services
• Online learning platform

Headquarters

HQ city

Athens

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Educational Course Sales: MRII generates revenue through the sale of online educational courses and certification programs delivered via the University of Georgia platform. This includes the comprehensive Principles of Market Research certificate course, Principles Express individual courses, and course bundles. Group enrollment discounts are available for organizations registering 10 or more participants.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Market Research Institute International (MRII) provides online continuing education and professional certification courses for market research and insights professionals, delivered in partnership with the University of Georgia Center for Continuing Education. Its core offering is the Principles of Market Research comprehensive certificate (135 hours, 13.5 CEUs across 13 MRCBOK topic areas), supplemented by the Principles Express series of self-paced individual courses, Principles Express+ Bundles, and a new Evolving Methods in Market Research course.

Product overview

MRII is a nonprofit educational organization offering a comprehensive portfolio of market research training and certification programs. The core offerings include the Principles of Market Research certificate (a 135-hour, 13.5 CEU comprehensive program covering 13 topics of the MRCBOK™) and the Principles Express series of individual on-demand courses. The Principles Express lineup spans from Introduction to Market Research through Advanced Analytic Techniques, Global Market Research, Ethical/Legal Issues, Measurement & Questionnaire Design, and the newly launched Evolving Methods in Market Research course. Additionally, MRII provides Principles Express+ Bundles (Analytics 1-2-3, Foundations of Quantitative Research, Fundamentals of Market Research), along with complementary resources including the Insights & Innovators Podcast, YouTube channel, webinar series, awards programs (Emerging Markets, Diversity, Reg Baker Career Advancement, Data Analysis), original research reports (including the annual State of the Market Research Industry), and the Knowledge Navigator. All courses are delivered in partnership with the University of Georgia.

Differentiator

Problem solved

Functional benefit

Products and services

• Principles of Market Research A comprehensive 135-hour, 13.5 CEU professional continuing education program covering the full process of research with practical self-paced study, spanning 13 topics of the Market Research Core Body of Knowledge (MRCBOK). Graduates qualify for certification pathways from CAIP (Canada), QPR (Australia), and ICM (Intellus Worldwide).
• Principles Express+ Bundles Area-specific self-paced course bundles including Analytics 1-2-3 (covering regression, segmentation, perceptual mapping, big data), Foundations of Quantitative Research (questionnaire design, data collection, sampling), and Fundamentals of Market Research (research design, data sourcing, ethics).
• Introduction to Market Research and the Research Process Principles Express course covering the broad set of activities that define market research (14 hours, 1.4 CEU). Provides essential introduction for individuals entering the field or seeking a broader view.
• Market Research Design and Data Identification Principles Express course on identifying business issues, determining information needs, developing research objectives and hypotheses, and determining the best way to achieve objectives (9 hours, 0.9 CEU).
• Sampling in Market Research Principles Express course on principles for designing and drawing representative samples, probability sampling basics, and working with panels and online sampling.
• Qualitative Market Research Principles Express course providing foundational knowledge to properly utilize qualitative research approaches that yield valuable insights (11 hours, 1.1 CEU).
• Quantitative Data Collection Methods Principles Express course on matching data collection methods to business problems and target populations (10 hours, 1.0 CEU).
• Working with Secondary Data: Syndicated and Big Data Principles Express course covering secondary data sources including big data (12 hours, 1.2 CEU).
• Introduction to Data Analysis Principles Express course on preparing data for analysis, selecting appropriate statistical methods, and developing analysis plans.
• Advanced Analytic Techniques Principles Express course covering common advanced analytical techniques, when to use them, and what they reveal about business problems.
• Communicating Research Results Principles Express course on translating research findings into reports and presentations that address business decisions and offer recommendations (9 hours, 0.9 CEU).
• Global Market Research Principles Express course on designing and conducting multi-country market research (8 hours, 0.8 CEU).
• Ethical and Legal Issues in Market Research Principles Express course on fundamental ethical and legal principles governing relationships with people whose data is collected and processed.
• Measurement & Questionnaire Design Principles Express course teaching how to write quality surveys using primary scales of measurement. Covers questionnaire design steps, guidelines, choice in data collection, bias minimization, and assessing reliability and validity.
• Evolving Methods in Market Research Principles Express course examining how technological, social, economic, and cultural forces reshape modern market research. Explores AI, behavioral science, and digital data sources in generating insights. Authored by Niels Neudecker, Ph.D. (12 hours).

Quantifiable outcome

• More than 10,000 professionals educated from 114 countries
• +1 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

31 partnerships are on record, tiered minor, core and major.

• WAPOR LatAm (World Association for Public Opinion Research)minorStrategic or Co-development Partner · 1 January 2024WAPOR Latin America joined as a supporting organization in 2024. The partnership provides MRII members access to online market research learning programs and supports MRII's mission of providing continuing education for practitioners in Latin America and beyond.
• ESOMARcoreStrategic or Co-development Partner · 1 January 1998Partnership with ESOMAR for global marketing of Principles of Market Research course. ESOMAR is a supporting organization of MRII, providing credibility and international reach for educational programs.
• University of GeorgiacoreStrategic or Co-development Partner · 1 January 1996Long-standing partnership with University of Georgia's Center for Continuing Education for delivery of all educational courses. The partnership provides academic rigor through CEU credits while MRII provides industry expertise and curriculum development. Courses are developed by leading practitioners and continually updated.
• Insights AssociationcoreStrategic or Co-development PartnerSupporting organization providing endorsement for MRII courses and certification programs. The Insights Association represents market research professionals in the US.
• Canadian Research Insights CouncilcoreStrategic or Co-development PartnerSupporting organization that recognizes MRII's Principles of Market Research as a primary pathway toward earning the CAIP (Certified Analytics and Insights Professional) designation in Canada.
• The Research Society (Australia)coreStrategic or Co-development PartnerFormerly AMSRS Australia. Supporting organization that provides QPR certification pathway for MRII Principles of Market Research graduates who hold membership.
• Intellus WorldwidecoreStrategic or Co-development PartnerSupporting organization that offers ICM (Intellus Worldwide Certified Master) certification, which requires completion of specific MRII courses plus additional requirements.
• OvationMRmajorGTM or Marketing PartnerLeadership Circle Sponsor and President of MRII Board (Jim Whaley). Sponsors the MRII Emerging Markets Award providing free education to professionals in emerging markets.
• EscalentmajorGTM or Marketing PartnerLeadership Circle Sponsor. Sponsors the MRII Reg Baker Career Advancement Award for market research professionals seeking career advancement through education.
• BluePill AIminorGTM or Marketing PartnerLeadership Circle Sponsor. AI company building Consumer Twins from in-depth human preference data.
• CloudResearchminorGTM or Marketing PartnerLeadership Circle Sponsor. Online research company specializing in data quality tools, participant recruitment, and AI-powered conversational surveying.
• ConveominorGTM or Marketing PartnerLeadership Circle Sponsor backed by Y Combinator. Qualitative research platform that conducts AI-moderated interviews.
• CurionminorGTM or Marketing PartnerLeadership Circle Sponsor. Delivers deep, data-driven product insights and sensory expertise to leading CPG brands.
• DiscussminorGTM or Marketing PartnerLeadership Circle Sponsor. AI-powered insights platform uniting qualitative depth, quantitative precision, and AI intelligence.
• Full CirclemajorGTM or Marketing PartnerLeadership Circle Sponsor, certified to ISO and GDPR-compliant. Sponsors the MRII Diversity Award for under-represented professionals in the industry.
• Listen LabsminorGTM or Marketing PartnerLeadership Circle Sponsor. AI-first research platform trusted by Google, Microsoft, and NBC Universal for qualitative research at scale.
• SavantaminorGTM or Marketing PartnerLeadership Circle Sponsor. Data, market research and advisory company with teams in UK, Americas, and APAC.
• DynataminorGTM or Marketing PartnerMRII Sponsor. One of the world's leading data and insights companies. Sponsor of MRII YouTube Channel.
• InfotoolsminorGTM or Marketing PartnerMRII Sponsor. Founded in 1990, provides Harmoni platform for market research analysis and visualization used by brands like Coca-Cola, Shell, and Samsung. Sponsors the MRII Data Analysis Award.
• QuestionProminorGTM or Marketing PartnerMRII Sponsor. Web-based survey software for creating, distributing, and analyzing surveys. Conducted the quantitative survey for MRII's AI in Focus study.
• Adelphi ResearchminorGTM or Marketing PartnerMRII Sponsor. Full-service research agency offering qualitative, quantitative, and specialist methodologies throughout the product lifecycle.
• Brand RiffsminorGTM or Marketing PartnerMRII Sponsor. Specializes in strategic qualitative research for target customer understanding and branding. Conducted qualitative interviews for MRII's AI in Focus study.
• CambiarminorGTM or Marketing PartnerMRII Sponsor. Premier change management consulting firm specializing in the insights and analytics ecosystem.
• EscalentminorGTM or Marketing PartnerMRII Sponsor. Award-winning data analytics and advisory firm helping clients understand human and market behaviors to navigate disruption.
• FieldworkminorGTM or Marketing PartnerMRII Sponsor. Qualitative research partner providing recruiting, hosting, and project management for in-person, remote, or hybrid research sessions.
• GreenbookminorGTM or Marketing PartnerMRII Sponsor/Media Sponsor. Leading voice in market research and consumer insights. Provides the Executive Insights channel for MRII content.
• L&E ResearchminorGTM or Marketing PartnerMRII Sponsor. Experts in qualitative research recruitment with nationwide recruiting and advanced technology. 99% client-recommended.
• RTi ResearchminorGTM or Marketing PartnerMRII Sponsor. Market research company that turns data into meaning for effective communication and action.
• Significant InsightsminorGTM or Marketing PartnerMRII Sponsor/Media Sponsor. Global content platform for market research, data, analytics, and insights industry.
• Sports and Leisure Research GroupminorGTM or Marketing PartnerMRII Sponsor. Provides actionable, customized, marketing research-driven insights for sports, travel, and media brands.
• PureSpectrumminorGTM or Marketing PartnerSponsor of the Insights & Innovators Podcast, featuring conversations with top experts and innovators in market research.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Coursera: Large online learning platform offering various market research, analytics, and business courses with university partners. Competes for self-paced professional upskilling spend.
• ESOMAR: Global market research association that also offers training, webinars, and education programs. Closely aligned with MRII as a co-marketing partner (since 1998) and overlapping audience of insights professionals.
• Insights Association: US trade association for market research and analytics professionals that offers educational content, webinars, and events. MRII supporting organization and co-host of conferences like CRC.

Direct peers

• Intellus Worldwide: Global healthcare-focused insights association offering the ICM (Intellus Certified Master) credential built partly on MRII coursework. Closely intertwined with MRII through certification stack.
• WAPOR (World Association for Public Opinion Research): International research methodology association offering training and education in public opinion and survey research. WAPOR LatAm became an MRII partner in 2024.
• Canadian Research Insights Council: Canadian industry body that recognizes MRII's Principles of Market Research as a pathway to the CAIP designation. Direct credential counterpart in the Canadian market.
• Greenbook: Industry content and platform serving the market research and insights community with the Executive Insights channel hosted on MRII and a GRIT report. Competes for attention and educational mindshare of the same professional audience.
• The Research Society: Australian market research association (formerly AMSRS) that provides QPR certification pathway for MRII Principles of Market Research graduates. Operates as a national peer offering credentialing to the same audience.
• QRCA (Qualitative Research Consultants Association): US association supporting the qualitative research industry with training and certification programs. Overlapping audience and educational mission with MRII.

Others

• University of Georgia Terry College of Business: Academic partner delivering MRII courses through the Center for Continuing Education. Operates the LMS, awards CEUs, and provides academic credibility — a strategic enablement partner rather than a competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/MRII_learn
• YouTubeyoutube.com/channel/UCFOMDsR4NguMeG57NNyqFmQ
• Facebookfacebook.com/1341546312550251
• LinkedInlinkedin.com/company/market-research-institute-international
• Instagraminstagram.com/mrii_learn

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Market Research Institute International