Market report · Aug 2026
Consumer Research
35 vendors tracked and 791 case studies read: what teams report, who signs off, who is winning switches, and where vendors fall short.
For buyers
Buying a consumer research platform?
What teams report
- 30 hrs time saved per user
- −50% interview analysis time
- 2.3x return on investment
Medians across published case studies · Airframe, Aug 2026
Who signs off
- Marketing: 24
- Product: 19
- Software Engineering: 11
- Operations: 10
Of 343 buyers mapped in this market · Airframe, Aug 2026
Ask what matters
- How customisable are screener logic, stimulus randomisation, routing and branching for the research designs we run?
- Can we bring our own panel, house list, client list or open link, and lock our own sample vendors into the platform?
From the market's RFP question bank · Airframe, Aug 2026
For vendors
Who's winning your category?
Documented switches in
- Great Question: 5
- Marvin: 3
- SurveyMonkey: 2
- UserTesting: 2
From 826 customer stories · Airframe, Aug 2026
Find the gaps rivals leave open
- Integrations & API: 86%
- Reporting & dashboards: 54%
- Behavioural session analytics: 14%
Share of vendors offering each · Airframe, Aug 2026
Know why deals are lost
- The buyer needs survey-heavy analysis or VoC analytics, not interview depth.
- The topic needs an expert human moderator for rapport and sensitive subjects.
- The buyer needs published security certifications at signature.
Loss reasons across the category · Airframe, Aug 2026