ESOMAR会長来日記念講演会発表資料2024年5月10日（金）

1. Global Trends in
Market Research
& Insights
Ray Poynter
ESOMAR President
.

2. Agenda
1. Global Trends in Market Research and
Insights
2. AI – The Artificial Intelligence
Revolution
3. Comparing the 2010s and 2020s, pre-
and-post Pandemic
4. Getting involved with ESOMAR

3. ESOMAR
Global Market Research 2023
Based on 2022 finances
Free to ESOMAR members

4. Revenue by Sector, US $billions
Established Market
Research, 42
Established Market
Research, 46
Established Market
Research, 47
Tech-Enabled, 35
Tech-Enabled, 44 Tech-Enabled, 50
Reporting, 25
Reporting, 28
Reporting, 31
2020 2021 2022
Source, ESOMAR GMR, 2023
$102 Billion
$118 Billion
$128 Billion

5. Revenue by Sector, US $billions
Established Market
Research, 42
Established Market
Research, 46
Established Market
Research, 47
Tech-Enabled, 35
Tech-Enabled, 44 Tech-Enabled, 50
Reporting, 25
Reporting, 28
Reporting, 31
2020 2021 2022
Source, ESOMAR GMR, 2023
$102 Billion
$118 Billion
$128 Billion

6. Revenue by Sector, US $billions
Established Market
Research, 42
Established Market
Research, 46
Established Market
Research, 47
Tech-Enabled, 35
Tech-Enabled, 44 Tech-Enabled, 50
Reporting, 25
Reporting, 28
Reporting, 31
2020 2021 2022
Source, ESOMAR GMR, 2023
$102 Billion
$118 Billion
$128 Billion

7. Revenue by Sector, US $billions
Established Market
Research, 42
Established Market
Research, 46
Established Market
Research, 47
Tech-Enabled, 35
Tech-Enabled, 44 Tech-Enabled, 50
Reporting, 25
Reporting, 28
Reporting, 31
2020 2021 2022
Source, ESOMAR GMR, 2023
$102 Billion
$118 Billion
$128 Billion

8. Revenue by Sector, US $billions
Europe, 13
Europe, 10 Europe, 8
US, 22
US, 33
US, 17
APAC, 9
APAC, 5
APAC, 4
Rest of World, 4
Rest of World, 3
Rest of World, 2
Established MR Tech-Enabled Reporting
Source, ESOMAR GMR, 2023
$47 Billion
$50 Billion
$31 Billion

9. Revenue by Sector, US $billions
Europe, 13
Europe, 10 Europe, 8
US, 22
US, 33
US, 17
APAC, 9
APAC, 5
APAC, 4
Rest of World, 4
Rest of World, 3
Rest of World, 2
Established MR Tech-Enabled Reporting
Source, ESOMAR GMR, 2023
$47 Billion
$50 Billion
$31 Billion

10. Revenue by Sector, US $billions
Europe, 13
Europe, 10 Europe, 8
US, 22
US, 33
US, 17
APAC, 9
APAC, 5
APAC, 4
Rest of World, 4
Rest of World, 3
Rest of World, 2
Established MR Tech-Enabled Reporting
Source, ESOMAR GMR, 2023
$47 Billion
$50 Billion
$31 Billion

11. APAC Turnover
Rank Market MR US$ millions Rank Market MR US$ millions
1 USA 71,572 30 Philippines 114
2 UK 11,055 31 Hong Kong 112
3 India 2,853 34 Vietnam 107
4 China 2,771 36 Malaysia 102
5 Australia 2,435 40 New Zealand 90
6 France 2,344 42 Taiwan 88
7 Germany 2,107 78 Cambodia 10
8 Japan 1,936 85 Mongolia 7
12 South Korea 499 87 Myanmar 6
20 Singapore 215 94 Sri Lanka 5
22 Thailand 193 101 Laos 2
24 Indonesia 152
India and Australia report Tech-Enabled Research,
China, France, Germany and Japan less so.

12. APAC Turnover Per Capita
Market MR $ per capita Market MR $ per capita
USA 214.59 Thailand 2.75
UK 163.07 India 2.00
Australia 93.75 China 1.96
Singapore 38.19 Mongolia 1.88
France 35.71 Vietnam 1.07
Germany 25.15 Philippines 1.02
New Zealand 17.50 Cambodia 0.60
Japan 15.47 Indonesia 0.55
Hong Kong 15.32 Laos 0.29
South Korea 9.67 Sri Lanka 0.20
Taiwan 3.77 Myanmar 0.12
Malaysia 3.09

13. APAC Turnover – MR Millions per GDP Billons
Market MR per GDP Market MR per GDP
UK 3.600 Hong Kong 0.311
USA 2.811 South Korea 0.300
Australia 1.453 Philippines 0.282
India 0.843 Vietnam 0.262
France 0.842 Malaysia 0.251
Germany 0.517 China 0.154
Singapore 0.461 Laos 0.140
Japan 0.458 Indonesia 0.115
Thailand 0.390 Myanmar 0.106
Mongolia 0.387 Taiwan 0.099
New Zealand 0.364 Sri Lanka 0.062
Cambodia 0.317

14. ESOMAR
Global Users & Buyers
of Research 2023
ESOMAR & Partners
CMRA (China)
JMRA (Japan)
NewMR
RANZ (New Zealand)
TRS (Australia)

15. The Balance of Internal/External
Source: User and Buyer Study, 2023
Internal,
48%
External,
52%
Change over next 12 months %
Internal increasing 51%
No major change 41%
Internal is declining 7%

16. The State of Insights
March 2024
NewMR Research

18. The Most Positive Things in 2024

19. The Most Worrying Thing in 2024

20. Artificial
Intelligence

21. Almost 80% are Using or Piloting AI
NewMR Study, April 2024

22. Is Synthetic Data Likely to be a Good or Bad Thing?
NewMR Study, April 2024
Good 35%
Bad 26%
Other 37%

23. 23
AI Forum Amsterdam
Webinars
Website Resources
Community Circles
AI Tools Series

24. PSC – Professional Standards Committee
24
Professional Standards Committee
AI Taskforce
Artificial Intelligence

25. 25

26. Comparing
the 2010s and
2020s
Pre and Post
the Pandemic

27. 2010s versus 2020s
•Online qual 100% respectable
• F2F qual has returned, but only where necessary
•Hybrid working (working from home, some of the
time)
• Many agency/client meetings online
•Panel Data Quality problems and concerns
•The growth of ResTech
•2025-2029 – the AI revolution

28. Getting Involved with ESOMAR

29. 12 June, 2024

30. Thank You
Ray Poynter, ESOMAR President

31. Q & A
Ray Poynter, ESOMAR President

32. Reference Material
Not Shown

34. 22 April, 2024
25% work from home fully or partly
Tokyo Metropolitan Area, 38% work from
home fully or partly
The figures for office workers is much
higher than for non-office workers
Younger workers (junior and senior roles)
more likely to want to work from home