We need to have the brand awareness conversation. Why? Brand awareness goes beyond the simple “I want to be known”. Although, of course, that’s part of it.

Building your brand’s profile requires a business shift. A shift in mentality, a shift in priorities. Market research companies are predominantly sales-oriented or product-oriented but to build long-term brand awareness you need to be market-oriented; identify, and speak directly to your customer’s needs, not just your product or sales process.

Having spent the past six years supporting suppliers with their brand and marketing, I’ve seen how brand-building is often treated as an afterthought – secondary to methodologies, services, and products. But in a world where tech is a given, tools alone won’t set you apart. It’s your brand’s distinct point of view, human thinking and how you communicate it, that will make you famous. The Insights Awareness Pulse (IAP) report, conducted by us at Keen as Mustard Marketing, Insight Platforms, and data partner Emporia, reinforces this critical fact: visibility drives business success. 

To benchmark industry awareness, we surveyed 606 respondents across 44 countries, who collectively recalled 1,159 companies across seven key specialisms (brand research, innovation research, advertising research, shopper research, customer experience (CX), market and competitor research, and public opinion).

The results reveal which firms have the strongest brand awareness and how strategic marketing can make the difference between being an industry star or a background player. What marketing lessons can we learn from giants and disruptors? 

Staying top-of-mind in a market of giants

The Ehrenberg-Bass Institute’s 95:5 rule highlights that only 5% of potential clients are actively seeking research partners at any given time. If a company isn't already top-of-mind when decision-makers start their search to buy, it may never make the shortlist.

This aligns with findings from Google and Bain & Company, which indicate that 80% of B2B buyers create a vendor shortlist before conducting any research – and 90% choose from the list. The key takeaway? If your firm isn't well known, it’s not even in the running.

Unsurprisingly, Kantar, Ipsos and Nielsen are topping the list. These global giants dominate awareness across multiple research disciplines, reinforcing the power of sustained branding and marketing efforts.

However, the report also highlights the rise of smaller, more specialised players such as Zappi, Opinium, Dig Insights, and System1. These firms have carved out strong reputations through focused messaging, thought leadership, and strategic marketing implementation. 

How?

Simply being known isn’t enough; especially when competition is fierce. You must be noticed and considered at the critical moment when a client is making a decision. Brand salience ensures that when your prospects have a specific need, your particular brand is the first that comes to mind. This is where specialised players thrive. They don’t try to compete with Kantar or Ipsos on scale but instead dominate in key research areas such as advertising and innovation research.

Marketing lessons from disruptors

We’ve seen how smaller brands have successfully positioned themselves despite having fewer resources than the industry’s biggest players. There are some key marketing lessons that we can learn from them.

• Have a clear and distinct presence: To be able to build awareness and salience, you need to stand out. A strong brand is not just recognisable – it is unmistakable. In the research industry, many firms offer similar services and are saying similar things. You need a strong point of view and a memorable visual identity to be is unmistakably you. Don’t be afraid of being bold. Be afraid of being boring!

• Laser-focused positioning: Define your niche and own it, not only through your offer but also across all marketing channels. Live it, breathe it.

• Engaging, consistent content: Share expertise through different channels to reinforce credibility.Be marketing-oriented, talk to your customers’ pain points and needs. Leverage LinkedIn, newsletters, podcasts, and webinars to stay in front of potential clients. The most successful brands reinforce their identity at every touchpoint, ensuring that their message remains cohesive and compelling.

• Strategic event presence: Attend and speak at relevant industry conferences to boost credibility.

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The bottom line: Get famous or get forgotten

Brand awareness is not just a vanity metric; it’s a business necessity. The Insights Awareness Pulse demonstrates that in the research industry, being well-known – and known for the right things – is a competitive advantage. Companies that prioritise brand-building will be the ones that remain top-of-mind when it matters most.

For research businesses that have traditionally focused on product or sales over marketing, the message is clear: if you want to compete, you need to invest in your brand. In an industry driven by trust, reputation, and expertise, marketing isn’t just about visibility – it’s survival.

Iosetta Santini is account director at Keen as Mustard Marketing