O Marketers of consumer non-durables and fast moving consumer goods.

Companies producing fast moving consumer goods such as Lever, P&G, Godrej are the main users of MR.

O Marketers of consumer durables

Companies producing fridges, washing machines, TVs, sewing machines, fans, ACs, ovens etc, are next to FMCG marketers in the use of MR.

O Industrial marketers

There is need for MR in business-to-business transactions of equipment, plant, machinery etc. The research method employed is different. FMCG companies can do research by mail or telephone surveys but an industrial marketer has to rely upon personal survey. An FMCG marketer conducts a tracking studies to monitor the brand, but an industrial marketer need not do so.

0 Service companies

Banks, insurance companies, hotels, airlines also use MR. They are more interested in customer satisfaction research.

O Non-profit organisations (NPOS)

There are social service organisations like Red Cross, Rotary, Giants, CRY etc. who conduct informal and inexpensive research.

O Retailers

Retailers rely upon the marketing organisations for research findings. However, organised mass retailing is doing research in customer traffic, sales promotion methods, and customer satisfaction.

O Ad agencies

Finally, much of MR was done by the agencies. As MR is spreading in industry, it relies less on agencies. MR is done by agencies for smaller clients who do not have a formal MR arrangement. However, agencies have traditionally undertaken research on advertising effectiveness and media planning. Most clients rely upon the agencies for this expertise.

O Media companies

Media undertakes readership profile or viewership profile studies. They use these studies internally to strengthen the media. Externally, these are their tools in selling space or time. But media provided data tends to show media in favourable light. While using the data, there should be a counter-check by comparing data from other sources.

O Government agencies

Government agencies make use of MR data in population control, health planning, economic planning, resourse allocation etc.