Market Research Consultants in Chicago to Watch for in 2025
Chicago Area Market Research Experts to Know in 2025
Chicago’s market research scene—spanning the Loop, Naperville, and Elgin—is a once-hidden powerhouse of insight, influence, and innovation. From bustling startup hubs to established manufacturing and healthcare giants, the professionals weaving their expertise into regional strategy are quietly reshaping how decisions are made. At Digital Reference, we believe in shining a light on those trailblazing behind the scenes, and building better systems, coaching teams, and creating scalable influence.
Through a detailed search of consultants across Chicago’s dynamic industries, and a comprehensive evaluation of each consultant's research methodology, industry impact, and ability to translate data into action, we've assembled a comprehensive list of market research professionals redefining the Chicago landscape. This list highlights the unique strategies and standout strengths that set each expert apart.
For a comparable look at how thoughtful practitioners are shaping the future of the industry, check out our spotlight on market research consultants in New York City: Market Research Consultants in New York City to Watch.
🧭 Our Methodology - Market Research Consulting Services
To create this list, we:
- Mapped our search to professionals based in or deeply engaged in Chicago, Naperville, and Elgin.
- Evaluated their public-facing work—LinkedIn, websites, case studies—to assess strategic impact.
- Prioritized those who embed research into leadership, innovation, and systems-level thinking.
We believe the strength of market research lies in those who turn insight into action and help shape the systems that drive meaningful change.
🌟 Featured Market Research Professionals
Melissa Deluca
President, Irwin Broh Research— Behavioral Strategy & Consumer Foresight
Melissa elevates brand equity and analytics with clarity and impact.
- Drives customized research to solve real-world business challenges.
- Transforms numbers into narrative, making insights accessible to stakeholders.
- Fosters consultative client partnerships, ensuring research aligns with long-term goals.
Anne Schorr
Owner, Conifer Research — Modern Ethnography & Insight Artifacts
Anne blends immersive fieldwork with decision-ready outputs.
- Has led dozens of UX and consumer behavior research programs in mobility, education, and retail.
- Her “insight artifacts” bring research to life for executive teams.
- Advocates for participatory sessions that co-create solutions with clients.
Olin Erickson
President, EM Search Consulting— Enterprise B2B & Research Ops Architect
Olin builds systems that turn insights into organizational change.
- Designs research workflows for large healthcare and manufacturing clients.
- Transforms executive interviews into actionable frameworks.
- Scales research across enterprise-level initiatives with operational rigor.
Carl White
Founder, MarketVisory Group — Patient Journey & Healthcare Strategy
Carl moves patient experience and business outcomes forward.
- Develops personas in niche clinical specialties.
- Bridges healthcare marketing and lead-gen via insights.
- Drives patient-first strategy for private practices and regional health systems.
Shilpi Kumar
Founder, Khoj Lab — Participatory Futures & Civic Insight
Shilpi brings systems-level participation to urban design and tech.
- Integrates communities into public-interest research.
- Designs for inclusive cities, layering ethnography with future scenarios.
- Projects often influence civic policy in Chicago Metro.
Joel Mathew
CEO, Fortress Consulting — Customer-Centric Digital Strategy
Joel merges research with design and conversion systems.
- Uses A/B testing and brand tracking early in digital builds.
- Blends qualitative and quantitative feedback into branding and product strategy
- Assists startups and mid-size companies in shaping brand stories that truly resonate with target audience.
Jonathan Pirc
Founder, Lab42 Research — Agile Market Research for Gen Z & Millennials
Jonathan focuses on speed—and cultural insight.
- Delivers concept and price testing in days, not weeks.
- Works with clients from indie brands to Fortune 500s.
- Surveys shaped messaging shifts for major CPG launches.
Shari Altergott
Founder, The CX Edge — B2B Engagement & CRM Feedback Loops
Shari makes customer experience measurable and repeatable.
- Develops closed-loop systems that tie CX to operations.
- Integrates CRM data into strategy for service-led businesses.
- Works across less-visible industrial sectors, making CX core.
Michele DeKinder‑Smith
Founder, Linkage Research — Quantitative Segmentation & Modeling
Michele turns data into meaningful audience stories.
- Crafts segmentation frameworks in CPG, retail, and finance.
- Blends statistical depth with narrative clarity.
- Influences marketing and product teams with data-informed personas.
Brian Love
President, Focuscope — Focus Groups & Market Facilities
Brian brings neutrality and nuance to group research.
- Moderates high-impact focus groups on consumer and policy topics.
- Provides hybrid, in-person, and online testing facilities.
- Helps brands unearth authentic voices in Midwest audiences.
🚀 The Future of Chicago Market Research
From behavior-forward strategies, agile testing, and systems design to enterprise ops and healthcare journeys, Chicago’s market research consultants are covering the full spectrum of modern insight work. What unites them? They build insights into live strategies, not just reports.
At Digital Reference, we’re dedicated to spotlighting the behind-the-scenes experts who turn insight into real-world impact. Our work is all about recognizing the builders, thinkers, and operators shaping industries from the inside out. To learn more about our approach, visit our About page, or explore how other cities are evolving through insight-driven leadership in our recent feature on HR Consultants in Chicago to Watch.
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