Freelancing in Consumer Insights: What It Takes to Succeed

In today’s consumer insights landscape, the path to freelancing is more visible and more crowded than ever. As companies face headcount freezes, budget constraints, and short-term project demands, independent researchers have become an increasingly valuable resource. But succeeding as a freelance market researcher or consumer insights consultant takes more than just being available.

Whether you're a seasoned professional exploring a more flexible career model or a junior researcher looking to expand your portfolio, here's what it takes to thrive as a freelancer in this field, based on recent interviews with industry experts Susan Lustig, a veteran recruiter specializing in market research, and Kathryn Korostoff, founder of Research Rockstar which offers training in market research and also operates as a staffing agency through its Rent-A-Researcher program.

Mindset First: From Employee to Entrepreneur

The most important shift is not technical; it's mental. Transitioning from a full-time role to freelancing means redefining what work looks like. Freelancers must be comfortable with ambiguity, proactive about finding opportunities, and prepared to operate as a business of one.

Susan Lustig stresses the importance of focus: "Don’t tell me you can do anything. Give me the three things you’re really good at.” This advice isn’t just about clarity, it’s about positioning. Companies hire freelancers because they have an immediate need. They want someone who brings value from day one.

That requires confidence, specialization, and a clear articulation of your Unique Selling Proposition (USP). What do you offer that a company can’t get from someone already on staff? Why should they trust you to plug into their team with minimal ramp-up?

Marketing Yourself: Visibility and Networking

One of the most consistent messages from both experts is that freelancing today is all about networking.

Gone are the days when recruiters were regularly tapped to find freelance talent. With so many experienced researchers on the market, companies are bypassing traditional channels. “They’re finding people directly through their networks,” says Susan Lustig. “Big agencies like Ipsos don’t need recruiters to find report writers, they know exactly who to call.”

That makes visibility critical. Update your LinkedIn, be active in professional communities, and reach out directly to former colleagues and clients. Susan Lustig recommends contacting competitors of your previous employers or past clients to offer your services.

And don’t limit your networking to traditional market research circles. Great opportunities often come from unexpected places: designers, strategists, small business owners, or entrepreneurs may need insights support. Attend cross-disciplinary events, industry meetups, or local business workshops. The broader your network, the more doors you open.

Also key: make it easy for others to refer you. A tight elevator pitch, a clear resume or case study portfolio, and positive testimonials go a long way.

Matching the Market: What Clients Want

Freelancing is not one-size-fits-all. Clients have specific needs, and freelancers must be prepared to align with them quickly. The most in-demand freelancers today are experienced in healthcare and pharma, or technical domains like AI. As teams contract the demands on the remaining research team continue to mount, identifying weaknesses and opportunities for independent consultants and specialists. 

Consider the corporate research team that went from 40 researchers to 4 two years ago whose backlog for user, customer, product, research, and behavioral analysis is no longer getting done. Smaller teams often mean fewer experts and a loss of organizational learning and professional historical perspective, but not decreased demand.

Grace Fenix, founder of BigRobin.com, a platform that connects businesses to researchers and vice versa and helps independent researchers set up and facilitate their consultancy says, “Companies today are not just hiring freelancers to get the job done. They’re hiring freelancers because some of the best talent choose to work this way. For these companies, the shift is less about cost-cutting and more about tapping into niche, fresh thinking, and experienced capability on demand.

The demand for gig workers and flexible, task-based labor has been rising steadily and continues to grow feeding platforms like Upwork and Fiverr. But there’s another segment that’s also expanding—specialist, independent practitioners. Like senior consultants, insight strategists, data scientists, and category experts who are no longer freelancing as a fallback.

For many, this way of working is a deliberate choice—or even a parallel path—allowing them to pursue multiple income streams, creative projects, or more control over their time and values."

Balancing Flexibility and Growth

Kathryn Korostoff said in our discussion about what it takes to be a consultant that, “freelancers need to be comfortable jumping into projects mid-stream and delivering fast. Whether it's filling in for maternity leave, managing ad hoc projects, or supporting overloaded internal teams, freelancers are expected to be self-sufficient and adaptable.”

Freelancing offers many upsides: autonomy, variety, and the opportunity to build a career on your own terms. But it also comes with volatility and hustle.

To succeed, freelancers must:

• Stay visible and relevant in a crowded market.

• Be clear and confident in their capabilities.

• Develop business acumen in contracts, pricing, and client communication.
  Maintain a growth mindset, continuously learning and adjusting to evolving market needs.

Successful freelancers don’t treat consulting as a side hustle or a fallback; it’s a business. And with the right mindset, strategy, and support, it can be a deeply rewarding one.