MarketTools: Case Study on Innovation and Growth in the Market Research Industry

Author: Louise Garnett, Vice President, Outsell Scout Analytics

MarketTools is a private, technology-based, full-service market research firm located in the San Francisco Bay area. It has demonstrated strong revenue growth and a pioneering and innovative culture since its founding in 1997 – an unusual blend in the often staid market research industry. This report profiles MarketTools, one of Outsell’s “30 to Watch” in the information industry. It provides a good example of how technology enables market research companies to innovate while scaling in multiple target markets, and shows how a software-as-a-service (SaaS)-based subscription model approach to market research fills a market need for end-user clients and provides a scalable business model for the company. This report contains:

- Company highlights, including revenue, employees, business lines and products;
- Details of the competitive landscape for MarketTools;
- Analysis of what makes MarketTools unique;
- Threats and opportunities facing MarketTools;
- Essential actions for publishers and information providers seeking to succeed in a difficult economic climate.