Product testing has generated valuable answers for decades. The problem is that too much of that value still disappears into disconnected studies, scattered files and one-off decisions. While marketing evolved, AI accelerated and data became more accessible, product testing remained largely tied to the same processes and workflows it used 15 years ago.

That’s why being featured in Quirk’s 10 Top ResTech Companies is more than simply just another industry accolade. It signals a bigger shift in research: away from one-off studies and towards connected intelligence that helps every new project build on what brands already know.

So... What is a ResTech Company?

ResTech. the industry's latest buzzword, is short for research technology. It covers the platforms, tools and technologies changing how research gets done. From AI-driven analytics and automated workflows to data management platforms and research software, it helps organizations run faster, smarter and more connected research programs.

Research teams are being asked to do more with less: launch products faster, generate insight sooner and find deeper meaning in increasingly complex data, all while proving the value of every research dollar spent. The old way of working can’t keep up. The companies featured in Quirk’s list matter because they aren’t simply building new tools; they’re changing how research knowledge is created, connected and used.

Why Product Testing Needed a Rethink

For years, product testing sat slightly outside the ResTech conversation. While other areas of research embraced digital transformation, product testing remained heavily dependent on manual processes, fragmented data and one-off studies. Each project delivered an answer for today, but the knowledge behind it was rarely connected, reused or built upon tomorrow.

We didn’t accept that as inevitable. Product testing hadn’t fundamentally changed in 15 years, even though brands were generating more product insight than ever before. The challenge wasn’t a lack of data; it was that valuable learning remained fragmented across studies, teams and markets. Product Hub was created to connect that knowledge and turn it into intelligence people can find, use and build on.

Why this recognition matters now

The most interesting thing about the 10 Top list isn't who's on it but rather what the list tells us about where the industry is heading. The list reminds us that the future of research won't be defined by who can run the most studies but rather by who can unlock the most value from the knowledge they already have.

Of course, speed still matters, efficiency still matters, but more than ever, the focus is shifting towards connected intelligence, smarter decision-making and technologies that help organizations grow learning over time rather than continuously starting from scratch.

That’s exactly the problem Product Hub was built to solve. Its connected product testing ecosystem brings studies, data and learning together, helping teams find what they already know, identify what they still need to learn and make stronger decisions with every project. It’s why product testing now deserves a place at the centre of the ResTech conversation.

A sign of what's next

Being included in Quirk’s 10 Top ResTech Companies list is something we’re incredibly proud of. More importantly, it shows that the industry is recognising something we’ve believed for a long time: product testing shouldn’t be the slowest part of innovation, and valuable learning shouldn’t disappear when a study ends. The brands that stand out tomorrow won’t simply run more research. They’ll connect what they know, build on every project and get more value from every piece of research they do. That’s where ResTech is heading, and we’re excited to help shape what comes next.