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GreenBook Blog provides original insight into the challenges faced by the market research industry today. What do the ESOMAR Global Market Research and Honomichl 50 reports for 2013 tell us about the state of MR and where the future may be taking us?
Well, I am eating crow now because I have to say that the 2013 ESOMAR Global Market Research  report exceeded every expectation I have for an industry report by a trade organization. With this report ESOMAR has risen to the level of earning their de facto status as THE global industry trade organization. ESOMAR and Outsell actually go farther than I do in defining more granular segments, which I applaud.
While I applaud the inclusion of Advisory services and the retro activation of that for 2011, there is a downside to this change. It is that sluggishness in research growth that is the reason the industry clearly needs to be redefined. The report also goes into deep levels of detail on market performance per country and by region, with the key findings being that even with the re-sizing of the market, Europe and North America overall turn over is either in decline or anemic, with emerging growth markets driving the organic increases. Finally,  It’s interesting to look at the Honomichl Top 50 and ESOMAR 25 rankings and think about what the inclusion of companies like McKinsey, Bain, Google, Axciom, Experian, IBM, Adobe, e-Rewards, Qualtrics, Survey Monkey, Twitter, MuSigma and a host of others would do to these rankings.
As always, it will be interesting to see the correlation between how these companies show up in the GRIT 50 Innovation Ranking and to see the changes next year as (hopefully) both ESOMAR and Honomichl continue to expand their definitions to encompass more companies that should be included.
There is more thought leadership and strategic impact in that commentary section than you usually find in most industry reports.
Including this disparate group of folks to share their thinking on a variety of topics related to the health and growth of the industry was a bold move by ESOMAR. So hats off to ESOMAR for a great report that moves the industry dialogue forward and arms us all with good data to inform our thinking for the next year. Leonard “Lenny” Murphy has been in the Market Research industry for over a decade in various senior level roles, most notably as CEO of full service agency Rockhopper Research, CEO of tech-driven start-up BrandScan360, and Senior Partner of strategic consultancy Gen2 Advisors. A major aspect of his work focuses on collaborating with multiple organizations to help advance innovation and strategic positioning of the market research industry, most prominently as the Editor-in-Chief of the GreenBook Blog and GreenBook Research Industry Trends Report, 2 of the most widely read and influential publications in the global insights industry. He lives in Atlanta, GA with his 5 (yes, 5!) children, Should- be-Sainted wife, dog and a clinically insane cat.
Lenny – remind us again – what possible rationale does any ranking authority have that leads to the exclusion of Research Now, Toluna, Survey Monkey, and Confirmit?
Also, for panel companies and software they say it could be double counting, which I kinda get, but that is assuming all their business comes from other research companies, and specifically CASRO and other trade orgs members, and that is most certainly not the case.
One of the biggest pitfalls for any business is to invest heavily in marketing promotions based on an assumed audience. Market research is the objective, systematic gathering and analysis of data that covers not only your target market, but your competitors too. The following guide by respected market research specialists Kantar Media UK provides insight into the advantages that this discipline offers businesses both large and small. If you really know your target audience, you can effectively tailor your promotional marketing to appeal to them. Quality market research not only pinpoints the existing market to target for your products or services, it can add even more value by sniffing out new, untapped audiences so that you can modify your marketing to capture their attention. If you know your target market you are steered away from the risk of investing in areas that will not prove fruitful, such as opening a new store in an area that is already saturated with similar services.
As mentioned, market research should provide the added benefit of mapping your competitors.
Market research during the R&D phase of a new service or product is a must – by getting consumer opinions, you will be able to identify areas that need to be strengthened, or problems that need to be solved. In addition to helping you map a successful way forward during the R&D phase, ongoing market research is also invaluable in helping businesses to successfully plan ahead and navigate the future by keeping them informed about where consumer trends are headed. Additionally, if you’re clear about where your business stands at present in the marketplace, you’ll be far better equipped to monitor your progress and make savvy action plans.
By clearly understanding your target audience, you can better define your unique selling points to grab their attention. Kantar Media UK highlight the fact that that quality market research will give your business a clear objective map demonstrating where your business stands, what its strengths and weaknesses are, who your audience are and what appeals to them, plus it can identify new markets that you can tap into. Whether you are about to launch a new product or want to build a stronger business plan, internet market research can be the answer you are looking for. Market research is a cost effective way of testing new products, grow your business responsibly by carefully testing the market before you launch a new product. Be smarter than your competition, invest in low cost research rather then expensive inventory.

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There are no words that can express how happy I'm with Web Design Enterprise and the crew; they really mean it when they said Appearance is everything! Analytique Research is an emerging full service marketing research company dedicated to offer customized, actionable and persuasive proposition to customers for their marketing strategy. Analytique Research is a full service market research company specialized in all methods of qualitative and quantitative research. To remain focused on providing actionable solutions to clients by applying state-of-the-art methodologies, deep dive analyses and simpler reports.
Direct and Simplified Communication with Users: To create consumer access for clientsand strive for a better relationship between consumer and producer. Innovative Research: To continually push the boundaries and to put most innovative technologies in research.
Mobile Technology: To create a platform to connect a producer directly with the consumer through mobile technology. About UsAnalytique Research Pvt Ltd is a full service Market Research service agency catering its service across Asia, Africa and Middle East countries offering deep insights of the market to its clients. O SlideShare utiliza cookies para otimizar a funcionalidade e o desempenho do site, assim como para apresentar publicidade mais relevante aos nossos usuarios.
Contributors from both sides of the table share their expertise and offer unique perspectives on a wide variety of issues, both strategic and tactical. I historically have found the various reports produced by industry associations underwhelming.
If they can wrangle the rest of the industry to take the learnings from this report to heart to help navigate all of the market complexities MR is facing then they will absolutely deserve the support of us all.
Following on from the market re-sizing effort the MRS recently conducted, ESOMAR has begun to expand the definition of what constitutes the Market Research industry with the formal inclusion of Advisory Services into the mix (Forrester, Gartner, etc…). While arguably there is the potential for some double counting here (sample providers for instance), as the industry fragments further due to new technology entrants and existing companies look to new models to grow, my belief is that we’ll see a leveling out process where more and more companies will enter the marketplace and clearly fit into clean categories. Fast-growing emerging markets buoyed the global market research industry and countered losses and sluggish performances elsewhere in 2012.
Every category other than sample providers experienced growth, with Communities, Syndicated Research and Survey Software experiencing double-digit growth. This also supports the theory that spend is flowing elsewhere in well established markets while traditional research is aggressively staking claims on emerging markets where other alternatives to traditional research may not have an established market presence yet. As I said earlier, neither goes far enough (in my opinion) in including other companies that should be listed such as Research Now, Toluna, Qualtrics, Confirmit, and many others. Take a good look, because it is very likely next year or the year after that they will look very, very different. Murphy is a key consultant to numerous insight-focused organizations on both the supplier and client side and an advisor to several technology focused start-ups via his consulting practice.
It’s a problem when we start saying this represents the entire industry when in fact it is just a portion of it. How big of a player are they in the market compared to the long time clients that are big firms. Even if you have collected demographical data from a number of sources, its value is minimised if you do not know how to correctly analyse and leverage it.
Additionally, what many people don’t realise is that effective market research is an ongoing practise, not a one-off, to ensure you always stay ahead of the curve.
Knowing what they are up to is invaluable, since it will allow you to market your company in ways that will stand out from the crowd. What’s more, every successful brand offers a clear promise which their customers rely on – market research will also help you to hone this.
Knowing what your competition is up to can be very valuable information, don't stay in the dark, get an edge over your competition by revealing their marketing strategy, find what they focus on, what they are trying to promote and how they do it. Start an internet market research before you stock up on a new product, and don't get stuck with an inventory you can't get rid off. Thecompany has investedintellectual capital across all the research engagements and the ethical practices have successfully been translating into an expanding client base. Quite often the service providers miserably fail in the work output and the client suffers a bad delivery despite expense of budget.

I have no problem with the quality of the data or the report itself; far from it, those aspects are usually stellar.
Similar to a 12 Step program, they have accepted there is a problem, have sought help from others, and are working to change.
Now personally I think this doesn’t go far enough to accurately reflect the industry,but the great thing is that they acknowledge that as well. This will be especially true for the big sample companies like Research Now, SSI, Toluna, and uSamp  who will likely emerge from the shifts occurring now as either tech players or  something akin to online analytics or digital information aggregators.
Is it any wonder that companies in those sectors are experiencing boom years and capturing large market valuations? Without those companies that are explicitly part of the traditional research ecosystem this exercise is incomplete at best, and perhaps even downright wrong. Couple that with other data points such as research spend by business issue, method, and   further breakdowns by country and the report becomes required reading for anyone who wants to understand the financial metrics of the MR industry. He is involved with numerous organizations including the Insight Innovation Exchange, The ARF, NY AMA, NewMR & MRGA.
I think ESOMAR fails yet again to grasp the paradignm shift that is going on in our industry.
If done properly, market research will more than make up for its’ cost – it delivers excellent ROI.
Additionally, knowing your competitors will help you identify areas where your brand is weak, so that you can address them. He is also a web enthusiast and loves to blog on topics ranging from fashion to wedding and from security to environmental issues. O entusiasmo e amor com que faz o seu trabalho deixa, impregnado, em cada detalhe, sua marca de infinito sucesso. Analytique Research follows a two-pronged strategy to tackle the above challenge – first, squeeze the work time-line by doing with trusted partners or own team and secondly by applying stringent authentication and quality control on data. Most of their clients have been impressed by the work which paved the way for a sustaining relationship with them. They go on to outline the sectors that they will be working with industry partners (especially Outsell, whom I have discussed this issue with extensively as well) to investigate as candidates to continue to refine their segmentation. Closely related sectors that increasingly competitive to MR are growing and we are struggling to maintain an upward trajectory: the implications are clear. I would bet you just about anything that the growth in the Survey Software business is almost entirely driven by DIY. My arguments above, as well as the data on the market sizing for these related segments, should underline the fact that our estimation on the size of our industry is flawed. He also Chairs and produces conferences globally in collaboration with other leading organizations, and speaks about the future of insights and how to deliver maximum business impact at many events annually. There are over 300 companies in the social media listeing space alone and some have been around since 2006.
The company also produces specialized reports to convey information that would assist business decision making. There is also one stark difference between the 2 lists that is not simply due to geographic focus (H50 is US only, whereas ESOMAR is global). I have a few other comments that I want to share: I would not call the community business Social Media Communities like (I think) Outsell does. Using Predictive Analytics 26 Image: GDPR: Do You Know What Data Protection Breaches Could Cost You?
It’s no understatement to say that business success can be found with even one well targeted status update and to achieve this there is Specify, which allows you to search terms relevant to your market and filter through the trending results by social media network.PeerindexPeerindex is a comprehensive website that allows marketers to identify the key influencers within their market. It includes over 300 million Twitter profiles as well as advanced big data analytics that can lead to some rather insightful information about who a target market are listening to.These are just ten of the many great tools out there that offer market research to those looking for a better insight into their customers online, on social media and also in the real world too. Last year we made an estimate of the total NEW MR Market at 50 B US$ so 55 B US is much more believable than 33.5B or 39B. I see Forrester, Gartner and Ovum (not mentioned here) more of technology analysts than market research companies. But if we include them then we have to include any research based analyst on the planet: there are thousands fo them in the financial services sector.

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