The document presents an analysis of market research turnover in Indonesia and other Asia-Pacific countries, highlighting Indonesia's consistent 9th rank in the region, with a 2% market share. While Indonesia's turnover saw a significant drop in 2014, it rebounded with a nearly 10% growth in 2016. Comparatively, Japan emerged as the largest market in the Asia-Pacific in 2016, overtaking China, with the USA maintaining dominant global turnover figures.

1. © 2018 Leap Research. All rights reserved.
Based on Global Market Research 2017: An ESOMAR Industry Report.
Amsterdam: ESOMAR, 2017
May 8, 2018

2. No position change for Indonesia; it’s still
ranked 9th in Asia Pacific and 29th in the
world
Among the ASEAN countries, Singapore and
Thailand were the largest, ranked 6th and 7th
respectively in Asia Pacific
Japan (5th in the world) took over from China
(6th in the world) as the largest in Asia Pacific
Australia (8th in the world) was the third
largest market in Asia Pacific; however, its
turnover was only 42% that of Japan
Based on Table 8.2.5, page 135
World Rank
1,8911,884
791
464
269
173 172 141 122 108 107 90 87 86 79
21 14 9 8 4 2
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
Japan
China
Australia
SouthKorea
India
Singapore
Thailand
HongKong
Indonesia
Malaysia
Philippines
Taiwan
Vietnam
NewZealand
Comm.Ind.States
Bangladesh
Myanmar
Cambodia
SriLanka
Laos
Mongolia
TurnoverinUSMillion(2016)
5 6 8 12 17 22 23 28 29 34 36 40 42 43 47 63 71 76 78 87 93
Notes:
• ASEAN 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.
• Commonwealth of Independent States includes Armenia, Azerbaijan,
Georgia, Kazakhstan, and Uzbekistan
• Pakistan is now categorized under Middle East, as this better reflects
the direction of business to and from this market

3. Japan and China combined share in the Asia
Pacific region was almost 60%
The share of ASEAN countries was only about
12%
Indonesia’s share in the Asia Pacific region
was a small 2%
Based on Table 8.2.5, page 135
Other Countries
2%
New Zealand
1%
Vietnam
1%
Taiwan
1%
Philippines
2%
Malaysia
2%
Indonesia
2%
Hong Kong
2%
Thailand
3%Singapore
3%
India
4%
South_Korea
7%
Australia
12%
China
29%
Japan
29%
Notes:
• ASEAN 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.
• Pakistan is now categorized under Middle East, as this better reflects
the direction of business to and from this market

4. Indonesia experienced 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
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
The situation improved significantly in 2016,
however, and turnover grew by almost 10%
vs. 2015
Based on Table 8.2.5, page 135
134 135
120
111
122
0
10
20
30
40
50
60
70
80
90
100
110
120
130
140
150
2012 2013 2014 2015 2016
TurnoverinUSMillion
Year
+0.75%
-11.1%
-7.5% +9.9%

5. Singapore enjoyed a steep increase in
turnover from 2015 to 2016 and its turnover
was slightly above Thailand in 2016
Thailand, on the other hand, experienced a
declining trend since its peak in 2014
Vietnam continued its upward trend from
2012 till 2016
Turnover in the Philippines basically
remained flat from 2013 till 2016, while
Malaysia suffered a slight decline in 2016 vs.
2015
The markets in Myanmar, Cambodia, and
Laos were still relatively small; Myanmar
appeared to continue growing faster
Indonesia was the only ASEAN country who
suffered from a decline in turnover in 2014;
however, turnover picked up again in 2016
Note: Data from Brunei Darussalam is not available
Based on Table 8.2.5, page 135
173
172
134
135
120
111
122
108
107
87
14
9
3
4
0
20
40
60
80
100
120
140
160
180
200
2012 2013 2014 2015 2016
TurnoverinUSMillion
Year
Singapore
Thailand
Indonesia
Malaysia
Philippines
Vietnam
Myanmar
Cambodia
Laos

6. China continued to grow in 2016
However, Japan (2nd largest market in 2015)
grew much faster and became the largest
market in 2016, beating China by a very small
margin
Australia (3rd), South Korea (4th), and India
(5th) all grew in 2016, with Australia enjoying
a much bigger growth
Based on Table 8.2.5, page 135
2,234
1,843
1,730
1,543
1,891
1,544
1,686
1,780
1,847
1,884
733 699
646
701 791
366
412
466 444
464
263 252 267 259
269
0
500
1,000
1,500
2,000
2,500
2012 2013 2014 2015 2016
TurnoverinUSMillion
Year
Japan
China
Australia
South Korea
India

7. USA continued to grow and dominate the
world in terms of turnover, followed by UK at
a distant place
In 2016, USA’s turnover was still bigger than
the combined turnover of all other countries
in top 10 list
UK, the 2nd largest market in the world,
suffered a decline in 2016
The third largest market was still Germany,
followed by France in 4th
Then, it came Japan and China in 5th and 6th
Rounding up the top 10 list were Australia
(was 8th in 2015), Italy (was 7th in 2015),
Spain, and Brazil
Based on Table 8.2.9, pages 138-139
19,487
6,642
2,767
2,334
1,891
1,884
791
614
550
5130
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
2012 2013 2014 2015 2016
TurnoverinUSMillion
Year
USA
United Kingdom
Germany
France
Japan
China
Australia
Italy
Spain
Brazil

8. In 2016, Indonesia turnover grew by almost
10% compared to 2015 and surpassed
slightly the 2014 turnover
Note that my prediction for the 2016
turnover documented in Indonesia Market
Research Turnover 2011 – 2015 was indeed
accurate
The situation in 2017 was 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 figure for 2017 is guesstimate
Based on Table 8.2.5, page 135
134 135
120
111
122
134
0
10
20
30
40
50
60
70
80
90
100
110
120
130
140
150
2012 2013 2014 2015 2016 2017*
TurnoverinUSMillion
Year
+0.75%
-11.1%
-7.5%
+10%
+9.9%

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