Lab42

Lab42 is a researcher-led market research firm serving brands, agencies, consultancies, and organizations seeking clearer insight into their audiences and markets. Based in Chicago’s River North neighborhood, the company provides custom online quantitative research and hybrid qualitative-quantitative studies, combining measurable findings with context about why people think and behave as they do. Its services include concept testing, brand equity tracking, product development research, messaging and advertising evaluation, and market and trend analysis.

Lab42 supports projects from questionnaire design and survey programming through response collection, data analysis, crosstabs, and reporting. The firm emphasizes hands-on guidance, flexible research methods, and delivery shaped around each client’s questions, schedule, and budget. Automated checks and daily manual reviews are used to identify and replace poor-quality responses at no additional cost, with clients paying for quality responses. Its work spans consumer packaged goods, gaming, technology, financial services, public relations, government, nonprofits, and agencies, helping teams inform product, brand, marketing, and strategic decisions. Lab42 also offers research resources, case studies, reports, and practical guides.