A short analysis of Indonesia market research turnover trends 2011-2015. Data come from "Global Market Research 2016: An ESOMAR Industry Report", published by ESOMAR (2016).

1. © 2017 by Leap Research. All rights reserved.
Based on Global Market Research 2016: An ESOMAR
Industry Report. Amsterdam: ESOMAR, 2016
June 7, 2017

2. 1,826
1,543
548
444
258
178
141 139 111 109 108 92 84 78
25 25 19 12 9 8 7 4 3 2
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
China
Japan
Australia
SouthKorea
India
Thailand
HongKong
Singapore
Indonesia
Malaysia
Philippines
Taiwan
NewZealand
Vietnam
Pakistan
Iran
Bangladesh
Myanmar
Cambodia
SriLanka
Lebanon
Laos
Iraq
Mongolia
TurnoverinUSMillion(2015)
Indonesia ranked 9th in Asia Pacific in 2015,
while its world rank was 29th
Indonesia’s turnover was very similar to
those of Malaysia and the Philippines
Among the ASEANⱡ countries, Thailand was
the largest and it ranked 6th in Asia Pacific
China, the 5th largest market in the world,
leaded the Asia Pacific countries
Japan, the 6th largest market in the world,
was the second largest Asia Pacific country
with turnover 85% that of China
Australia (8th in the world) was the third
largest market in Asia Pacific; however, its
turnover was only 36% that of Japan
Based on Table 8.2.9. pages 128-129
ⱡASEAN consists of 10 countries; i.e., Indonesia, Malaysia, Philippines, Singapore, Thailand, Brunei Darussalam, Vietnam, Laos, Myanmar, and Cambodia. There’s no turnover data from Brunei Darussalam.
5 6 8 12 17 21 26 27 29 31 32 36 39 41 54 55 58 64 70 71 75 79 81 84World Rank

3. Other Countries
2%
Vietnam
1%
New Zealand
1%
Taiwan
2%
Philippines
2%
Malaysia
2%
Indonesia
2%
Singapore
2% Hong Kong
2%
Thailand
3%
India
4%
South Korea
8%
Australia
10%
Japan
27%
China
32%
China and Japan combined share in the Asia
Pacific region was almost 60%
The share of ASEAN countries was about 13%
Indonesia’s share in the Asia Pacific region
was only about 2%
Based on Table 8.2.9. pages 128-129

4. 120
134 135
120
111
0
10
20
30
40
50
60
70
80
90
100
110
120
130
140
150
2011 2012 2013 2014 2015
TurnoverinUSMillion
Year
+11.7%
+0.75%
-11.1%
-7.5%
From 2011 till 2013, Indonesia experienced a
growing trend and reached a peak in 2013
All major market research agencies in Indonesia
enjoyed a record turnover in 2013
However, turnover dropped by 11% in 2014
The presidential election on July 9, 2014 was
suspected as the culprit
Clients appeared to play a waiting game and
withheld research spending
Unfortunately, the situation got worse in 2015
with turnover dropping by 7.5% to only 111 US
Million, even lower than the turnover in 2011
All major market research agencies in Indonesia
failed to achieve their financial target that year
and some didn’t give out bonuses to employees
in 2016
A plausible explanation is that Indonesia’s
economy faced challenging external conditions
Based on Table 8.2.9. pages 128-129

5. In 2015, Thailand, Singapore, Malaysia, and
Indonesia experienced a drop in turnover
Those countries were probably affected
significantly by the changing regional and
global economic conditionⱡ
Turnover in the Philippines basically
remained flat from 2013 till 2015
Vietnam, on the other hand, showed a
growing trend from 2012 till 2015
The markets in Myanmar, Cambodia, and
Laos were still relatively small; however,
Myanmar appeared to be growing faster
Interestingly, Indonesia was the only ASEAN
country who suffered from a decline in
turnover in 2014
Note: Data from Brunei Darussalam is not available
Based on Table 8.2.9. pages 128-129
178
139
120
134 135
120
111
109
108
78
12
9
4
0
20
40
60
80
100
120
140
160
180
200
2011 2012 2013 2014 2015
TurnoverinUSMillion
Year
Thailand
Singapore
Indonesia
Malaysia
Philippines
Vietnam
Myanmar
Cambodia
Laos
ⱡ Timeline: How the Global Economy Played Out in 2015

6. China exhibited a growing trend from 2011
till 2015
In 2015, China was the largest market in the
Asia Pacific region
On the other hand, Japan (2nd largest market
in 2015) continued to show a declining trend
since its peak in 2012
Japan was actually the largest Asia Pacific
market from 2011 till 2013
It lost the number position to China in 2014
Australia was also a declining market from
2011 till 2015, though it’s still the third largest
South Korea, the 4th largest, remained more
or less stable from 2013 till 2015
India (5th) appeared to be quite a stable
market
Based on Table 8.2.9. pages 128-129
1,413
1,544
1,686
1,780
1,826
2,126
2,234
1,843
1,730
1,543
737 733 699
646
548
372 366
412
466
444
249 263 252 267 258
0
500
1,000
1,500
2,000
2,500
2011 2012 2013 2014 2015
TurnoverinUSMillion
Year
China
Japan
Australia
South Korea
India

7. USA continued to dominate the world in
terms of turnover, followed by UK at a
distant place
In 2015, USA’s turnover was 2.6 times UK’s
In 2015, USA’s turnover was still bigger than
the combined turnover of all other countries
in top 10 list
The third largest market was Germany with
turnover only 42% that of UK
Next, France, China, and Japan followed in
4th, 5th, and 6th
Rounding up the top 10 list were Italy,
Australia, Spain, and Brazil
In the top 10 list, Asia Pacific were
represented by three countries; i.e., China
(5th), Japan (6th), and Australia (8th)
Based on Table 8.2.9. pages 128-129
19,097
7,344
3,059
2,251
1,826
1,543
615
548
502
5020
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
2011 2012 2013 2014 2015
TurnoverinUSMillion
Year
USA (1)
United Kingdom (2)
Germany (3)
France (4)
China (5)
Japan (6)
Italy (7)
Australia (8)
Spain (9)
Brazil (10)

8. In 2016, all major market research agencies
in Indonesia could achieve their financial
target and their turnover was up by at least
10% compared to 2015
The situation in 2017 to date appears to be
good as well
Hence, I predict that the market would grow
by at least 10% and that the turnover in 2017
would at least match the level in 2012 and
2013
*The turnover figures for 2016 and 2017 are guesstimate
Based on Table 8.2.9. pages 128-129
120
134 135
120
111
122
134
0
10
20
30
40
50
60
70
80
90
100
110
120
130
140
150
2011 2012 2013 2014 2015 2016* 2017*
TurnoverinUSMillion
Year
+11.7%
+0.75%
-11.1%
-7.5% +10%
+10%

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