1. global market
research 2010
esomar industry report
in cooperation With kpmg adVisory

2. ESOMAR is the world organisation for enabling better
research into markets, consumers and societies.
With more than 4600 members in over 100 countries,
ESOMAR’s aim is to promote the value of market
and opinion research in illuminating real issues and
bringing about effective decision-making.
To facilitate this ongoing dialogue, ESOMAR creates
and manages a comprehensive programme of
industry-specific and thematic events, publications
and communications as well as actively advocating
self-regulation and the worldwide code of practice.
COPYRIGHT © ESOMAR 2010
All rights reserved. No part of this publication may be reproduced, stored in a retrieval
system of any nature, or transmitted or made available in any form or by any means,
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In spite of careful preparation and editing, this publication may contain errors and
imperfections. Authors, editors and ESOMAR do not accept responsibility for the
consequences that may arise as a result thereof.
ISBN 92-831-0243-6
Published by ESOMAR, Amsterdam, The Netherlands
For further information, please call + 31 20 664 2141 or email publications@esomar.org

3. global market
research 2010
esomar industry report
ForeWord 3
i. HiGHLiGHts 4
1.1 the top line 6
1.2 regional profiles 7
1.3 Five largest markets 12
1.4 international projects and subcontracting 13
1.5 market consolidation 14
1.6 sources of research turnover 15
1.7 spend by research method 16
1.8 outlook for 2010 18
ii. tHe CHanGinG industry LandsCape 20
2.1 market research reports and advisory services providers 22
2.2 online providers 28
2.3 outsourcing providers and offshoring operations 34
iii. eXpert insiGHts – a sWot anaLysis oF tHe industry 40
3.1 strengths, weaknesses, opportunities and threats 42
3.2 Conclusions 50
3.3 Carpe diem: the next generation of market research 52
iV. top 25 marKet researCH Companies 54
V. Key FinanCiaL FiGures – top 10 Companies 62
Vi. industry JournaL 2008/2009 74
Vii. anneX 82
7.1 methodology 84
7.2 turnover, growth and per capita data 85
7.3 sources of turnover 95
7.4 spend by research method and design 100
7.5 Five year trend 105
7.6 Gdp growth rates 2005 to 2009 106
7.7 average exchange rates against the us dollar 2005 to 2009 108
7.8 inflation rates 2005 to 2009 110

4. ISBN 92-831-0243-6
Published by ESOMAR, Amsterdam, The Netherlands
For further information, please call + 31 20 664 2141 or email publications@esomar.org

5. esomar industry report | 3
ForeWord We are very pleased to present GLoBaL
marKet researCH 2010. now in its
22nd year, this annual industry report from
esomar provides an authoritative view on
the state of the market research industry
and presents the key figures for research
spend on a national, regional and global level.
G
iven the economic events of the past their perspective on research and the changes
couple of years, the results of this already underway.
survey have been eagerly anticipated alongside this, we have harvested a series
and they provide some very interesting and of expert insights through social media
challenging findings, including the first decline channels to create a sWot analysis of the
in market research turnover since esomar industry, in order to try to make sense of
began measuring the industry in 1988. With the complexity currently facing researchers
global market research turnover falling to us and to provide a framework for debating the
$28.9 billion in 2009, this represents a year-on- forces that are impacting the industry. the
year decline of 3.7% and 4.6% after adjustment chapter also includes a look toward the future,
for inflation; a significant drop but in line with with a selection of potential methodological
expectations given the economic downturn. trade-offs entitled ´Carpe diem´.
However, we are now halfway through the report would not be possible without
2010 and already the majority of associations, the generous support in terms of time and
esomar representatives and experts that commitment from the many trade associations,
contribute to the industry report seem to be independent analysts and esomar
putting 2009 behind us, and looking forward representatives that contribute data for the
to a return to growth in research turnover in industry statistics. special thanks also go to
2010. as such, we have chosen not to focus John smurthwaite of tns, Larry Gold of
too closely on the financial crisis in this edition inside research and Jo Bowman, a freelance
of the Global market research report but journalist, alongside KpmG advisory, with
instead to focus on how researchers can grow whom esomar continues to cooperate on
their businesses in this ‘brave new world’. the data collection and analysis for this report.
Building on last year’s feature on client We hope that this year’s report provides
spending patterns, which suggested that useful insights into the direction in which the
clients will use just about any source of industry will develop in coming years and the
information if it provides insight they can opportunities and challenges that lie ahead.
apply and believe in, we wanted to understand With best regards,
more about the ‘alternatives’ and where
traditional researchers fit in this changing Finn raben
landscape. Chapter 2 looks at three sectors esomar director General
that are changing the landscape of market
research and includes interviews with
experts in each area to really understand

7. highlights | 5
i.
highlights
The latest developments in market research industry size, performance, consolidation,
composition of client sectors and research methods.

8. 6 | global market research 2010
1.1 the top-line
Global market research turnover falls to us $28.9 billion in 2009, representing a decline of
3.7% and 4.6% after adjustment for inflation. this is the first decline since esomar began
measuring the industry in 1988, but in line with expectations given the economic downturn.
• Falls experienced in most countries and • despite hopes that emerging markets
regions compared to 2008; however, some would weather the storm relatively well,
countries buck the trend falls also occur in asia pacific, Latin
• europe is the worst-affected region, with america, the middle east and africa
a decline of 4.8% year-to-year and 5.9% • market research turnover in 64 countries
after inflation is factored in (or subregions) experience declines after
• performance in north america is better inflation is taken into account, including 23
than anticipated, with a decline of 3.8% or of the top 25 market research markets
3.5% after deflation is taken into account
global market research turnover in 2009 us $28,945 million
Latin america $1,486 5% middle east & africa $492 2%
asia pacific $4,480 15% (+1)
europe $13,299 46% (-3)
north america $9,188 32% (+2)
esomar estimates. rounded figures presented. percentage point changes in market share compared to 2008 are
provided between brackets.
net groWth rates 2009 (adjusted for inflation)
World -4.6%
europe -5.9%
north america -3.5%
asia pacific -2.2%
Latin america -4.6%
middle east & africa -10.2%
exchange rate fluctuations eliminated. imF inflation rates used to determine net growth.
improvements in methodology have led to revisions to 2008 data in order to overcome double-counting of international turnover
(this means turnover for 2008 is adjusted to us $32.3 billion); however, growth rates for 2008 have not been adjusted to maintain
the trend data.