Join Ray as he shares some of the key findings about the state of market research around the globe from the ESOMAR Global Market Research Report. Learn what is going up, who is going down, what the key changes, and where the key opportunities are. The GMR is the most complete report available on the state of global research and Ray will energetically extract they key points that you need to be aware of. You will leave the session better able to plan what next for your business and your career.
SAP, the German software unicorn, stunned the market research and financial markets in 2018 by acquiring Qualtrics for $8 billion in cash. No earnouts, no deferred compensation, no stock. Cash. Tableau was recently acquired by Salesforce for nearly $17B and Bain Capital has entered into an agreement to buy 60% of Kantar from WPP. Without a doubt, the competitive environment of the market research industry is changing rapidly and broadening from an old paradigm of traditional research to a new one that converges with both business intelligence and data analytics providers. With advertising spend continuing to increase (projected to reach $280B by 2021 in the US alone), data-driven insights across multiple paradigms (customer, business and third party data) is of increasing importance and of increasing interest to investors. This panel discussion of leaders actively driving M&A activity in the marketing insights and technology vertical will discuss the key industry trends that are driving investments and acquisitions, illuminate the key differentiators driving high valuations, as well as the impact acquisitions ultimately have on research buyers.
As a result, new digital qualitative methodologies have emerged to begin to address these and other challenges. Based on the ESOMAR Global Market Research 2018 industry report, 43% of qualitative research is conducted using online methodologies (i.e. online qualitative, mobile qualitative and online research communities) world-wide. The 12 Latin American countries that provided spend by research method indicated an average of 23% of qualitative research conducted online. The total spend on online methods worldwide is estimated to be 6% of total spend, or $2,750 million USD. The 2018, the Q3 and Q4 Greenbook Report on Industry Trends (GRIT Report) reported that respondents see automation as the most significant game-changer in research. Webcam-based interviews and mobile ethnography continue to experience a high rate of year-on-year growth at 5% and 3% growth respectively, yet there remains a significant portion of the industry who have yet to adopt these methods. The following paper provides recommendations and best practices for those looking to adopt or expand their use of digital qualitative research and automation of processes.
As a result, new digital qualitative methodologies have emerged to begin to address these and other challenges. Based on the ESOMAR Global Market Research 2018 industry report, 43% of qualitative research is conducted using online methodologies (i.e. online qualitative, mobile qualitative and online research communities) worldwide. The 12 Latin American countries that provided spend by research method indicated an average of 23% of qualitative research conducted online. The total spend on online methods worldwide is estimated to be 6% of total spend, or $2,750 million USD. The 2018, the Q3 and Q4 Greenbook Report on Industry Trends (GRIT Report) reported that respondents see automation as the most significant game-changer in research. Webcam-based interviews and mobile ethnography continue to experience a high rate of year-on-year growth at 5% and 3% growth respectively, yet there remains a significant portion of the industry who have yet to adopt these methods. The following paper provides recommendations and best practices for those looking to adopt or expand their use of digital qualitative research and automation of processes.
Some of the newer research methodologies embrace empathy (and/or its measurement) to be able to get to the bottom of what people need, how they think and how they feel. In this issue, three articles bring their own unique approaches to empathy in research and how to apply it for the betterment of humanity. Each of them, in their own way, also speak to the modern need for marketers and designers to be authentic in their application of empathy to what they do for a living.
Join Ray Poynter as he extracts and shares 10 key messages from this year's ESOMAR Global Prices Study and Global Market Research Report. Find out the latest stats on how much market research is traditional and how much is based on newer approaches. Find out what is driving research prices and where the most expensive and cheapest places for research are. Understand the key drivers of change, and the hurdles that need to be cleared.
The distinguished economist Brian Reading in this issue forecasts that we are very likely to see a 'W-shaped' recovery this time, with fiscal stimuli providing temporary relief before we see a second slump. It is also distinctly possible that even the faster-growing areas of the world, such as Asia Pacific and CEE, will not escape this recession, depriving the industry of at least one crutch as it seeks to cope. There is a real need for the industry to prove (very loudly) the incredible value of research in a recession. How else to understand the consumer in hard times? There is also the need to display the real evidence of how investment in both research and advertising during recession creates the seeds of greater success down the road. Two articles in this issue prove the point - one, which outlines the investment in research by The New York Times and the other by the MSI relating to advertising expenditure. We as researchers need very proactively to shout this message from the rooftops. Research directors need proof to convince management that research is not âdiscretionary spending' but a vital strategic tool with which to manage through recession and emerge stronger on the other side.
Market research is becoming more business-driven as the financial world takes an increasing interest in marketing information and insight. But what levels of compensation are investors looking for, how will they be delivered and how will this affect the quality of data? Business-driven approaches have their advantages and disadvantages but if there are no clear limits over what is and is not desirable, widespread turbulence can quickly arise, as evidenced by recent developments on the US mortgage market. It is still relatively peaceful in the world of research, but will it remain so? Business-driven practices will continue to have more impact and although developments and challenges are in the spotlight elsewhere in the world such as the BRIC countries, the US is still the leader in market research business. Reason enough, therefore, to look a little more closely at the US in this edition of Research World.
Global Market Research 2007 is the 19th annual industry study undertaken by ESOMAR and the second to be developed in cooperation with KPMG Business Advisory Services. The latest edition provides the most comprehensive assessment yet of the sector's global landscape.
At the outset of this year, our aim at ESOMAR was to build on the success of the report and to improve in areas such as reliability of information and the depth of analysis. We have focussed on more robust data collection processes and brought a more challenging mindset to the analysis. To improve the reportâs accessibility, we have introduced a more structured and businesslike approach. There are now also specific sections focussing on top lines, highlights and main trends, together with a journal of the key events in the industry over the last 18 months. Our aim in doing so is to enrich the content, relevance and interest of the report. We have also included additional sections with details on spend by industry sectors and company information to provide a more complete view of the industry landscape. A number of the industryâs top leaders opened their doors to us and shared their thoughts and views on the current state of the industry and the trends we might expect to see emerging for the future.