This issue is both a celebration and an investigation of the power, opportunities and pitfalls inherent in the huge leaps in technology affecting consumer intelligence. We look at the new horizons available to us, the types of talent that will be needed and the skills and capabilities that we will need to learn along the way. In particular, we examine the potential for us to have a bigger and better impact on our enterprises and our clients.
The launch of a unique site exploring Latin America.
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.
It is challenging to look at market research in this light and to inspect more closely how this sector performs in relation to comparable disciplines. Also to analyse which companies provide renewal and continually respond to changes in the market environment. Which companies can say; we are top in our sector and we are also the winners of tomorrow? This is not so easily achieved but it will certainly provide food for thought and inspiration. Of course, examples of best practice and success stories abound - and championships, records, prestigious awards and positive role models for instance - are highly important when it comes to attracting talent. In this issue of Research World we take stock: where does the research industry stand in 2007, six decades after organised international market research became established? We look at the state of affairs from various perspectives including remuneration and reputation. This is a global reconnoitre, a snapshot in time.
What would life be like without market research? Without social research and opinion research? Imagine that the profession, Was we know it today, had never been invented. What then? Industry annual turnover amounts to 21 billion dollars, around 650,000 people work in the industry worldwide, and many interviewers hold thousands of interviews each and every day. Without market research as we know it today, people would probably have found other ways to establish contacts between producers and consumers, government and citizens. But market research and opinion research, as a form of applied scientific research, is distinguished above all by its standards of performance and the house of quality. Market research does have an impact and is making a difference. Long-term, research is different as well. Following the initial focus on face-to-face interviews, we had postal research, telephone research and direct observation and registration. Now on-line research is coming to the fore, and on-line panels in particular are taking off. This type of data collection will drastically change the research landscape over the next few years -this is something on which insiders are agreed - bringing with it another wave of change. Once again the profession will be different. The question is: how different? We thought it would be a good idea in this issue, to examine from various points of view, what makes research so different and how market and opinion researchers are making that difference felt. What is so unique, so special about research? What is its added value? Society, business and marketing are in a complete state of flux. Whether this is a case of evolutionary development or revolutionary change, it is fascinating to take a moment and look at the constantly surprising challenges that we are encountering.
This report, that covers the 2004 market statistics, is the 17th report published by ESOMAR, but the first conducted in cooperation with EFAMRO. It is based mainly on information supplied to us by national market research trade associations, as well as estimates from ESOMAR representatives and other informed sources from around the world. The aim of the study was to measure the research turnover of the industry. The study covers work conducted by market research companies or institutes. It does not include work conducted by clients in-house, advertising agencies, universities, government departments or non-profit research institutions.
MR too has become increasingly international. The process of adapting the organisation, the concentration and the growth of international research has been client-driven. But just how well does the industry handle diversity in 2005? For several years now we have been taking snapshots of the MR situation in various countries. These country profiles provide us with evidence of a rich diversity with major differences determined by local circumstances. A very interesting typology could be drawn up for each development phase, based on, for example, sales turnover, ways of working, the presence of and compliance with quality standards and possibly other professional characteristics. Global vs local remains a difficult challenge to operating successfully in the different markets. But the concept of diversity is a key condition. Respect for differences in values is essential. The extent to which we succeed in developing this concept is also a question of skills and competences. Are MR managers who operate on an international basis really capable of implementing an inclusive, cross-cultural approach to products and services? In other words, are there actually enough true internationalists? It is time that learning to handle diversity was given a more prominent place in MR training programmes. Its true indeed that if a country is different, the market is also different. Once we clearly recognise this, we can decide what can be integrated and which values bring us together.
This report, which covers the year 2003, is the sixteenth published by ESOMAR, is based mainly on information supplied by national market research trade associations, and on estimates provided by ESOMAR representatives and other informed sources. We attempt to measure the research turnover of the industry, that is to say market research companies or institutes. This report excludes work conducted by clients in-house, advertising agencies, universities, government departments, and non-profit-making research institutes.
This paper examines the reasons why finding a robust and continuous measure of the value of marketing investment within a business remains an elusive topic. Terms such as return on marketing investment, brand value and intellectual assets are frequently bandied in board room conversations, yet rarely addressed satisfactorily or consistently by the market research industry. This paper highlights the barriers to measuring the financial contribution of marketing investment and proposes a new approach designed to address the deficits currently associated with return on marketing investment analysis. From this paper, the audience will receive a fresh and objective perspective on understanding marketing contribution, making better marketing decisions as well as a set of tools they can implement immediately to address unmet needs in this area.
This report, which covers the year 2002, is the fifteenth published by ESOMAR, is based mainly on information supplied by national market research trade associations, and on estimates provided by ESOMAR Representatives and other informed sources. We attempt to measure the research turnover of the industry, that is to say market research companies or institutes. This report excludes work conducted by clients in-house, by advertising agencies, by universities, by government departments, and by non-profit-making research institutes.