How much does market research cost

The price depends first on what you need to decide. For a decision question, a concept, a price or a message, a synthetic study is priced by plan: free to $349 a month. A fielded study is priced by recruitment, and the bill follows the sample. Here is what each plan covers, and where the money actually goes.

What it costs, plan by plan

The price does not follow the number of personas you interview. It follows the pace and the size of your tests. A single question can be settled for free; a steady testing rhythm is paid by the month.

Plan	Price	Surveys / month	Personas / survey	Questions / survey
Discover	free	5	25	10
Professional	$99 / month, or $79 billed annually	30	up to 500	50
Team	$349 / month, or $279 billed annually	100	up to 5,000	100

The line-by-line detail is in the plan comparison. One point matters for a budget: interviewing more personas does not cost more. The number of surveys per month is what moves you between plans.

What the price covers

The population

779,582 adult US profiles, built from public data and checked against the ACS and the General Social Survey. That work is done once, not once per survey.

The questionnaire run

Every question answered profile by profile, with the responses kept so you can recompute a figure instead of trusting it.

The reading of the gaps

What separates an interest score from a decision is the gap between items, between versions and between segments. The result page is built around those gaps.

What no plan promises: sizing a market in dollars, giving you a market share, or predicting a sales volume. A stated intention is not a purchase, and the reliability page publishes where the method falls short.

A study without a respondent panel to recruit

That is where most of the cost sits in a classic study. Recruiting a representative sample, paying it, chasing non-respondents and waiting for the field to close is the heaviest and least predictable line of a quote. A synthetic study removes that line: the population already exists, calibrated, and the run starts when you are ready.

The trade-off is stated, not hidden: we measure intention gaps on a constructed population, not purchase behaviour. On self-rated health, the bare language model gives the same answer to 86 percent of profiles where the General Social Survey gives it to 47 percent. The panel is built so that this collapse does not carry into the result, and the reliability measurements show how far that holds.

Why a fielded study does not compare

An institute prices three things: who you target, how many responses you need, and how long the field stays open. Two projects that look alike on paper can differ by a wide factor, and a public rate card for one case is not a price for yours. That is why we do not publish a comparison table against agencies: it would put a precise number on a situation that is not yours.

What can be said without overreach: synthetic research avoids paying for field time on questions already settled. You spend on a human field afterwards, on the two or three questions that are strategic and contested, with a sample size that was chosen on purpose.

Three cases, three costs

A question before you build

The free plan is enough: 5 surveys a month, up to 25 personas and 10 questions each, no card. This is the most common case, and it costs nothing.

A price test or two message versions, repeated

Professional, $99 a month, gives the rhythm (30 surveys) and the sample size (up to 500 personas, 50 questions) to compare several hypotheses in the same month.

A continuous program, several teams or several markets

Team, $349 a month, 100 surveys and up to 5,000 personas per survey, with full targeting and API access.

Price your first test

The shortest path to knowing what it costs in your case is to run one survey on your own question. You will know within minutes whether the question can be settled this way, and moving to a paid plan will follow your testing rhythm, not an estimate.

Run a synthetic survey