It’s a market research firm.  In several ways, polling and surveys being two of them, they collect information about who is buying what and why they’re buying it.  That’s a really rough idea, and I’m sure they use a lot more than just those methods.  This data is something that companies of all kinds will buy to help determine the best way to market their products and to also give them a clue as to what direction product development should go for new and / or improved items.

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