esomar global market research report pdf

Global Market Research 2023

What can i find inside.

The Global Market Research report shows nuanced global growth of the industry after high inflation. Globally, 2022 saw the industry expand 12% from US$118 billion to almost US$130 billion. The data analytics sector is the fastest-growing one of the global Insights Industry in absolute terms, at +16.9% and overtook market research as the largest one. At a global level, the established market research sector represents 36% of the total industry, the data analytics sector climbs up to 39%, while the reporting sector remains relatively flat at 24% compared to last year. The output of the industry will exceed USD $140 billion by 2024 after an expected growth rate of 4% in 2023.

More about this report

The Global Market Research 2023 report reviews the size and performance of the data, analytics and market research industry using data collected by national research associations, leading companies, independent analysts, and ESOMAR representatives from more than 105 countries and regions covering 83% of the global industry, and is complemented with ESOMAR’s own independent size estimations. This report is widely used as a point of reference for business investment plans, growth opportunities, merger and acquisition preparation, research projects, academic theses, market studies and reports, as well as advertisements.  

Table of contents

1.     Highlights This chapter offers insight on the behaviour of the industry for 2022, looking at global, regional and local results and trends, and invites local associations to provide their commentary on the state of their industry.

1.1.        The top line 1.2.        Regional profiles 1.2.1.    Europe Commentary by the UK, Germany and Spain

1.2.2.    North America Commentary by the US and Canada

1.2.3.    Asia Pacific Commentary by India, China and Japan

1.2.4.    Latin America Commentary by Mexico, Argentina and Peru

1.2.5.    Middle East and Africa Commentary on each individual region

 2.    Global Trends This chapter explores the trends in global data, and looks at the main markets for the Insights Industry, looks at changes in methodologies, and offers a view on the destination of international projects

2.1.        Five largest markets 2.1.1.         Five largest markets – Established Market Research sector 2.1.2.         Five largest markets – Data Analytics (Tech-enabled) sector 2.1.3.         Five largest markets – Reporting sector

2.3.        Global segmentation of the industry Overview of the main segments that compose the insights industry

2.4.        Destination of multi-country projects

3.     AI, the Biggest Transformation yet? ChatGPT and similar artificial intelligence (AI) applications are making headlines. Some say it’s as revolutionary and disruptive as the introduction of the internet itself. The implications leave no industry unaffected. In this article, we explore the impact of AI on market research at various levels.

4.     The Respondent Experience The experts agree: research agencies have been treating respondents poorly for decades. The result is that many (young) adults no longer want to respond, complicating the quest for true insights and answers. What can be done to turn this tide?

5.     ESOMAR's Global Top-50 Insights Companies Explore ESOMAR’s ranking of Insights Companies, discover the underlying factors that keep the industry moving forward, and the key players who were spotted surfing the wave.

5.1.1.         Deceleration of the giants 5.1.2.         Consolidation of players 5.1.3.         Investment in the industry

5.2.        The ranking in perspective

5.2.1.         Share of turnover globally 5.2.2.         Share per industrial sector 5.2.3.         Xrates, and fastest growing firms 5.2.4.         Changes in the ranking

6.     The lattice of research methods Companies and methods rarely go hand in hand. The data required to tackle each research “problem” may be gathered through very diverse methods, and companies were never limited in their usage of them!

6.1.        Quantitative/qualitative methods 6.2.        Established/tech-enabled methods 6.3.        Active/passive methods

7.     Project goals and design An overview of the trend of two areas of the insights business cycle: project types around the world, showing how the purpose of research projects has changed over time, and study design, showing how the different contractual arrangement between parties.

7.1.        Project types – purpose of research 7.2.        Study design – contractual scope

8.     The sources of turnover Clients decide the success and the fate of their providers. Their requests and requirements dictate which tools will be utilised for a given task. And their available budgets become the industry’s turnover.

8.1.        Domestic/international clients 8.2.        Type of client 8.2.1.         Breakdown of consumer non-durables 8.3.        Pro bono research

9.     Survey data Global, regional and national figures until 2022 - including 2023 projections - growth rates, subcontracting levels, comparison with advertising spend, number of employees in the sector and spend by the components that make up data gathering - methodologies, project types, research designs - as well as origin and types of clients - including pro bono research -, ending with the macroeconomic data used in the model.

Methodology 9.1.        Turnover, Growth and Historical Data 9.2.        Regional and Country Data 9.3.        Data Gathering 9.4.        Origin and Types of Clients 9.5.        Macroeconomic Data

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