Online Panel Providers Compared: Market Research Panel Companies

Online panel providers sell access to people who have agreed to take part in research. For a survey or an interview study, the shortlist here is Dynata, Usercall, Ipsos iSay, Kantar Profiles, Pollfish, Prodege, PureSpectrum, Qualtrics, Rakuten Insight, SurveyMonkey Audience, Toluna and YouGov. Choose by the country and audience you need, whether you want survey completes or interviews, and whether the price is published or quote-based.

An online panel provider keeps an opted-in list and sells completes against your screener. Market research panel companies and market research panel providers mean that same kind of firm on this page. A sample marketplace is a different product. It routes one survey across many suppliers instead of fielding from one panel the firm recruits itself.

The list has 12 names. Usercall is second. The other names stay in alphabetical order. It is not a ranking by size or quality, and it is not every panel provider. Each description comes from the company's own site, checked in November 2026. If a number is not on the page linked here, it is not in this article. Where a company does not publish a price, we list it as quote-based.

How to choose among panel providers

Five checks decide a shortlist. Reach is the first, and the easiest number to misread.

Reach

A registered member is not someone who will take your survey this week. Prodege's audience page says access to 120+ million people. Its 2026 ESOMAR file says over 500,000 active members, defined as a login or a survey complete in the past six months. Ask which number the quote uses, and whether partner sample is included.

Quality checks

Ask what removes a complete. Dynata states a 96% data-acceptance rate. Kantar Profiles names Qubed. PureSpectrum names PureScore. A named check is a start. It does not prove your screener will hold.

Consumer or B2B

Most of this list is a consumer panel. Dynata, PureSpectrum and Rakuten Insight are the entries that name B2B. A general-population price does not apply to a narrow B2B cell. Get feasibility for the cell you will actually field.

Countries

A global headline can hide a thin country. Rakuten Insight's own panels are 12 major Asian markets and the US. YouGov and Toluna each publish more than one country count, in the entries below. Ask for feasibility in the countries on your brief.

Surveys or interviews

A survey complete and an interview are different products. Most names here sell survey completes. A few also sell qualitative work, named in their entries. If the decision needs the reason behind an answer, a complete is the wrong unit. That choice is covered after the table.

12 online panel providers

1. Dynata

Use when: you need survey respondents in many countries, including B2B or healthcare, from one first-party panel.

Dynata's panel page says more than 70 million verified first-party panelists across 82 countries. Buying runs from self-service to fully managed. The panel includes B2B and healthcare respondents. The page states a 96% data-acceptance rate. It does not publish a price. Quote-based.

2. Usercall

Use when: you need interviews, not only survey completes, and you want the recruiting quoted with the study.

Recruiting reaches 95M+ people across our panel partners in 151 countries, and it is quoted per study, with incentives included. The interviews are AI-moderated, in 50+ languages. For a concept test, plan on 15-30+ interviews in 48 to 72 hours. Interviews can scale to hundreds when you need more. The 15-30+ figure is the concept-test sample. It is not a promise for every country or every study. Run it self-serve, or we run the study for you, from setup to report. From $89 a month or $899 a year, plus pay-as-you-go. The first interview is free.

3. Ipsos iSay

Use when: you want Ipsos's own consumer panel for a survey, and you can live with a panel book from the first half of 2025.

The Ipsos panel book for the first half of 2025 says 5.3 million proprietary members across 54 countries, reached through i-Say. Trusted partners extend that to 100+ countries. The book lists surveys, not interviews. It does not publish a price. Quote-based.

4. Kantar Profiles

Use when: you need consumer survey sample in many markets, and a mix of Kantar's own panels and other suppliers is acceptable.

Kantar Profiles' survey solutions page says more than 170 million respondents across 100+ markets, from its own premium panels and vetted third-party sources. Accelerated Answers is the quick-turn option. Qubed is the fraud check named on that page. No price is published. Quote-based.

5. Pollfish

Use when: you want a published per-response price for a consumer survey, and you know the audience is Prodege's.

Pollfish's pricing page says DIY surveys start at $0.95 a response, with access to 120M+ global consumers. Simple general-population studies start at $5,000 per market. Projects start at $5,000. Enterprise packages start at $10,000 a year. The page calls Prodege its parent company, so the 120 million is that audience, not a second pool.

6. Prodege

Use when: you want the panel behind Pollfish, including a custom community, and you will ask what "active" means.

Prodege's audience page says access to 120+ million people across 100+ countries, through properties including Swagbucks, MyPoints, InboxDollars, ySense and Upromise. A custom community can run quant and qual, from DIY to full service. No price is published. Quote-based. Prodege's 2026 ESOMAR file says millions of registered panelists and over 500,000 active members, defined as a login or a survey complete in the past six months. Over half of completes come from its own panels. The rest come from partners, with client approval.

7. PureSpectrum

Use when: you want to buy sample from many suppliers in one place, including B2B, and you will watch who sends the traffic.

PureSpectrum is a sample marketplace, not one panel it recruits. Its marketplace page says 125+ countries, hundreds of vetted suppliers, 2 million daily visitors and 300,000 completes. PureScore checks traffic on every project. You can buy self-serve, by API, or through its services team, including B2B. No rate is published. Cost is shown in the platform before launch.

8. Qualtrics

Use when: the survey already lives in Qualtrics, or you want a managed study that can include a focus group.

Qualtrics Research Services says it partners with sample providers for access to 90M+ panel respondents. That page lists focus groups and computer moderation, along with sample recruitment. It does not publish a sample price. Quote-based. A separate Qualtrics page says you can reach 200+ markets through traditional panels or synthetic respondents. Ask a quote which of those you are buying.

9. Rakuten Insight

Use when: the sample has to be in Asia or the US, and a smaller proprietary panel is more useful than a global headline.

Rakuten Insight's about page says double opt-in panels in 12 major Asian markets and the US, plus local partnerships where it needs them. Its services page says 15 online panels, from sample only to full programming. That includes online surveys and online focus groups, with B2B, IT and medical targeting. Neither page publishes a price. Quote-based.

10. SurveyMonkey Audience

Use when: you want a published starting price inside SurveyMonkey, and you can accept partner sample outside the US.

SurveyMonkey Audience's product page says more than 335 million people in over 130 countries, starting at $1 USD per response. Its help page says a US order comes from the Contribute or Rewards panel. An order in another country comes from a global panel managed by trusted partners. Length, targeting, balancing and the screener pass rate change the price. The $1 figure is a start, not a quote for a narrow audience.

11. Toluna

Use when: you want a large consumer panel plus a platform that can run qualitative work, and you will pin down the country count on the quote.

Toluna's about page says a first-party panel of over 81 million consumers, and research in over 75 markets. Toluna Start says 81+ million across 70 markets in one section, and more than 81 million across 90+ markets in its FAQ. Do not average those. Ask which count covers your countries. Start is self-serve or full service, and it includes qualitative research. The same page offers 1 million+ synthetic personas, so a quote should say whether completes are people or synthetic. No project price is published. Quote-based.

12. YouGov

Use when: you want an owned panel for opinion, brand tracking or a custom survey, and you will ask which markets are YouGov's and which are affiliates.

YouGov's panel page says 30 million+ registered members. Its FAQ says 55+ markets, then a later answer says over 63, with its own panels in many and affiliate partners in others. The about page says millions of registered members across 64 markets. Get the market list in writing. Surveys on the panel page are online. No project price is published. Quote-based.

Comparison

Provider	Use when	What the linked page says	Price
Dynata	Survey sample in many countries, including B2B	More than 70 million first-party panelists across 82 countries. Self-service to fully managed.	Quote-based
Usercall	Interviews, with panel reach quoted on the study	95M+ people across our panel partners in 151 countries. AI-moderated interviews in 50+ languages.	From $89 a month or $899 a year, plus pay-as-you-go. First interview free. Recruiting quoted per study, incentives included.
Ipsos iSay	Ipsos's own consumer panel for a survey	Panel book, first half of 2025: 5.3 million proprietary members across 54 countries. Partners extend access to 100+ countries.	Quote-based
Kantar Profiles	Consumer surveys across many markets	More than 170 million respondents across 100+ markets. Own panels plus vetted third parties.	Quote-based
Pollfish	A published price on Prodege's audience	120M+ global consumers on the pricing page. Same audience Prodege advertises.	From $0.95 a response. Full service from $5,000. Enterprise from $10,000 a year.
Prodege	The panel behind Pollfish, including qual on a custom community	Audience page: 120+ million people across 100+ countries. ESOMAR file: over 500,000 active members.	Quote-based
PureSpectrum	Many suppliers in one marketplace, including B2B	125+ countries, hundreds of suppliers, 2 million daily visitors and 300,000 completes.	No public rate. Cost is shown in the platform.
Qualtrics	Sample inside a Qualtrics study, or a managed focus group	Research Services: 90M+ panel respondents through partners. Another page adds synthetic respondents in 200+ markets.	Quote-based
Rakuten Insight	Proprietary sample in Asia or the US	12 major Asian markets and the US. 15 online panels. Surveys and online focus groups.	Quote-based
SurveyMonkey Audience	A starting price inside SurveyMonkey	More than 335 million people in over 130 countries. US panels are Contribute and Rewards. Other countries use partners.	From $1 USD a response. Final price depends on the target.
Toluna	A large consumer panel, once the country count is pinned down	About 81 million consumers. Country counts on Toluna's own pages run from 70 markets to 90+ markets.	Quote-based
YouGov	An owned panel for opinion, brand or a custom survey	30 million+ registered members on the panel page. Market counts on YouGov's pages run from 55+ to 64.	Quote-based

Get interviews from panel reach

A panel complete tells you how many people picked an answer. It does not tell you why. If the why is the decision, you need interviews, and the panel is only the source of people.

Toluna, Qualtrics, Rakuten Insight and Prodege also describe qualitative work on the pages above. That work is a separate project from a survey complete, and those pages do not publish a price for it.

Usercall puts the interview on the same study as the recruiting. You write the guide once, and translation is handled. Findings come back in English. That does not replace a syndicated dataset or a local field team.

If the people you need are already customers, a bought panel is the wrong list. Customer Research Panel: Build One Without Bad Data is about building that list. It does not compare the providers above.

If the job is recruiting for interviews, start at Recruit real participants for your research interviews. Who shows up still decides the study. Research Participant Recruitment: Why Most Studies Fail Before the First Question Is Asked is about that failure, not about which panel company to hire.

If you need a firm that runs the whole study in many countries, retail measurement included, see Global Market Research Companies. That page is a list of firms. It is not a panel price comparison.

Self-serve plans start at $89 a month, and your first interview is free.

FAQ