Quantitative Market Research Services
Lab42 is a Chicago-based quantitative market research firm founded in 2010. We design, program, field, and analyze custom surveys for brands and agencies, then deliver clear reporting with recommendations you can act on. We've completed projects across the CPG, tech, healthcare, financial services, gaming, and nonprofit industries.
We sit between DIY survey platforms and large traditional research firms. You get the speed and pricing of DIY tools with the methodology, data quality, and senior research expertise of a full-service partner. No sales team. You work directly with the researchers running your project.
What we do
Every project is custom, but most of our work falls into these areas:
Concept Testing:
Screen and validate product ideas, names, packaging, and claims before launch. Learn more about Concept testing.
Brand health and tracking
Awareness, perception, equity, and usage measured at a point in time or tracked in waves.
Ad and Message Testing
Evaluate creative, messaging, and campaigns before and after they run.
Market and audience understanding
Category dynamics, purchase drivers, segmentation, and audience profiling.
Advanced Analytics
MaxDiff, conjoint analysis, TURF, Van Westendorp pricing, segmentation, and driver analysis (factor and regression).
Lab42 at a Glance
| Firm type | Full-service quantitative market research |
|---|---|
| Founded | 2010, Chicago, IL |
| Typical timeline | 2 to 4 weeks custom; Express Surveys in 5 business days |
| Pricing | A la carte. Express from $3,500. Custom typically $7,500 to $15,000, depending on audience, sample size, and reporting needs. |
| Scope | Survey design, programming, fielding, standard results included. Crosstabs, analysis, reporting extra based on scope. |
| Sample | Vetted panel partners plus client-provided lists |
| Data quality | Automated checks plus daily human review; bad respondents replaced free |
| Who we serve | Brands, agencies (white-label or named), consultancies |
How a Project Works
Scope. We align on objectives, audience, timeline, and budget. Most kickoffs happen within a day or two of first contact.
Design. Our research team drafts the questionnaire and sampling plan. You review and approve before anything fields.
Field. We program, launch, and monitor daily. Quality checks run throughout, and every open-ended response is read by a human before data is finalized.
Deliver. Standard deliverables (dataset + aggregate overview), crosstabs, or a written report with insights and recommendations. We stay available for follow-up questions after delivery.
Data Quality is the difference
Research sample can yield up to 25% unusable data: speeders, straight-liners, bots, and professional survey takers. We combine automated checks (speeding, straight-lining, geo and device flags) with daily manual review, and we remove and replace poor-quality respondents at no additional cost. You pay only for responses you can trust.
Frequently Asked Questions
What does a quantitative research project cost? Express Surveys start at $3,500. Custom projects are priced a la carte based on audience, sample size, survey length, and analysis. Most custom projects fall between $7,500 - $15,000 depending on audience, sample size, and reporting needs.
How long does a survey project take? Express Surveys complete within 5 business days. Custom projects typically take 2 to 4 weeks from kickoff to final report. Rush timelines are possible.
What sample sizes do you recommend? Most concept tests and brand studies use 200 to 500 respondents per audience or cell, depending on how you plan to cut the data. We'll recommend a sample plan based on your objectives and budget.
Do you work with agencies? Yes. Agencies are a large share of our client base. We work white-label (your clients never see Lab42) or as a named partner, whichever fits your engagement. Market research for agencies.
Where do respondents come from? We work with a close network of vetted sample partners and can also field to customer lists you provide.
What do I get at the end? Standard results include full dataset plus aggregate overview of all close ended questions, charted. Crosstabs, Topline Report, Full Report, Dashboards are extra based on needs.
How is Lab42 different from a DIY survey platform? DIY platforms give you software. Lab42 gives you a research team: questionnaire design, sampling strategy, quality control, analysis, and a report that answers your business question. Pricing is closer to DIY than to traditional firms.
Market research solutions
BRAND & STRATEGY
Brand Equity Assessment
Brand Equity Tracking
Brand Equity Funnel Optimization
Brand Image Drivers & Segmentation
Consumer Journey
Segmentation/Profiling
Advertising & Marketing
Ad Effectiveness / Copy Testing
Message Testing
Ad Campaign Effectiveness (Pre / Post)
Pitch Research
New Client Research
Ad Message / Benefit Optimization (Discrete Choice)
product development & innovation
Product Attribute Optimization (Conjoint)
Product Name Testing
Package Testing
Product Segmentation
Price Sensibility & Optimization
Lab42 Express Research options
Concept Test Express
Ad Test Express
Package Test Express
Name Test Express
Logo Test Express
Brand Equity Express
PR & Communications
Consumer Behavior
Identifying Trends
Thought Leadership
Content Generation
Infographics & Design
ADVANCED Analytics
Importance Analysis / Quadrant Maps
Factor / Regression
MaxDiff Testing
Segmentation
Conjoint
Van Westendorp Price Sensitivity
case studies
HEALTHCARE / MAXDIFF
Our client, a healthcare consulting agency, wanted to conduct targeted research on behalf of their own client, a hospital network, to understand the pain points patients encounter at every step of their patient journey and which ones they feel are the most important to fix. This would help the hospital network pinpoint issue areas and prioritize resources accordingly.
Defining your audience
An international video game developer and publisher with games across many platforms and genres,wanted to better understand and define who are the fans of the Anime genre. Their goal was to get a better understanding of these gamers to get a holistic picture of who they are and how they can target them better.
CATEGORY POSITIONING
A global skincare brand contacted a brand and innovation consultancy (agency) to help them better understand the brand’s positioning in the skincare category in relation to other brands and determine what the brands’ customer values and behaviors are that make them different from the customers of other brands.
BRAND AWARENESS / PERCEPTIONS
A not-for-profit organization in a major US metro area involved in developing regional greenspaces, wanted to assess levels of awareness, visitation, and perceptions of the different green spaces in the region among the region’s residents. Insights from Lab42’s research would help inform the best messaging, marketing and outreach strategies moving forward
GET IN TOUCH
Tell us what you're trying to learn. Email info@lab42.com or click on the button below. We'll respond within one business day.