This document provides an overview of trends in the global market research industry presented by Ray Poynter of NewMR. Key points include: - Online research prices continue to fall while face-to-face and telephone prices have stabilized. - The top research companies account for about 50% of total market research spending. Mergers and acquisitions continue to change the industry landscape. - Three emerging technologies of importance are agility, automation, and artificial intelligence. Clients prioritize insightful, concise reports that demonstrate value. - Qualitative research is growing. Scalability and the ability to respond quickly to client needs are also important factors.

1. Ray Poynter
JMRX
2019
Ray Poynter
NewMR
Innovation x Technology x MR
40年〜
MRコンサルタント
研修講師
ワークショップ
各種カンファレンス運営
ノッティンガム・トレント⼤学
ジョージア⼤学
埼⽟⼤学
The Future Place 代表
NewMR ファウンダー
ESOMAR 理事 MRS フェロー

2. Global Trends in Market Research
& Insights 2019
マーケティングリサーチ
海外動向最前線2019
Tokyo
8 July 2019
JMRX
2019
Ray Poynter
NewMR

3. Agenda
• ESOMAR GMR
• ESOMAR Prices Study
• Clients and the Future of Insights
• Report Priorities
• GRIT findings
• What is AI and how is it being used?
• Predictions
• Kahoots Quiz

4. Sources
4

5. Research is Growing & Changing
38 38 40 40 42
24 27 29 31 35
2013 2014 2015 2016 2017
Traditionally Defined Research New Research
New Research = IT & Telecoms, Online, Social Media, Web Analytics and others
$62 Billion $65 Billion
$68 Billion $72 Billion
$76 Billion
(39%)
(46%)
ESOMAR GMR 2018, US$ Billions.

6. The People are Changing Too
New Research
Traditional

7. North
America
44%
Europe
37%
Asia Pacific
13%
Latin
America
4%
Africa
1%
Middle East
1%
In $ Terms, MR Centralised
(37%)
(Red= 2013)
(40%)
(16%)
(5%)
(1%)(1%)
ESOMAR GMR 2018

8. In $ Terms, MR Centralised
USA
44%
UK
14%
Germany
6%
France
5%
China
5%
Japan
5%
Rest of World
21%
USA nearly half
6 countries almost 80%
In $ value terms
ESOMAR GMR 2018

9. * U&A includes segmentation and motivational studies
Key Project Types
ESOMAR GMR 2018

10. 87%
77% 73% 72% 71%
Australia
Bulgaria
U
nited
KingdomN
ew
ZealandN
etherlands
% Surveys Online, by
Value
78% 78% 79%
86%
92%
Vietnam
Indonesia
SriLanka
Kenya
Pakistan
% Surveys F2F, by Value
Some Countries are Online,
but some are not
ESOMAR GMR 2018Japan 66% online, 9% is mail/post

11. The Companies at the Heart of MR
6,572
3,647
3,466
2,799
2,010
1,650
1,149
558
458
450
The Nielsen Company
IQVIA (QuintilesIMS)
Kantar
Gartner, Inc.
Ipsos SA
GfK
IRI
Westat Inc.
dunnhumby Ltd.
INTAGE Inc.
$ Millions
These 10 account for
approx. 50% of total MR$
ESOMAR GMR 2018

12. The Companies at the Heart of MR
6,572
3,647
3,466
2,799
2,010
1,650
1,149
558
458
450
The Nielsen Company
IQVIA (QuintilesIMS)
Kantar
Gartner, Inc.
Ipsos SA
GfK
IRI
Westat Inc.
dunnhumby Ltd.
INTAGE Inc.
$ Millions
Changing landscape!
What next?
ESOMAR GMR 2018

13. Acquisitions, Mergers, Busts & Wobbles
• Canadian MRIA closed after 60 years
• Cambridge Analytica bankrupt
• SAP buys Qualtrics for $8 Billion （８０億）
– Salesforce buy data visualization company Tableau for
$16 Billion (１６０億)
• Ipsos buys GfK’s ad hoc research
• Kantar for sale
• Nielsen for sale
• Dynata launch, buying several new companies
– Vertical integration – panel, data, surveys, AI etc

14. FGD Prices are Stabilising
0
5
10
15
20
25
30
2010 2012 2014 2016 2018
MedianPriceUSA$000s
4 F2F Focus Group with Presentation
Global
KM
Key
Markets
USA
UK
Germany
France
Japan
ESOMAR Pricing Study 2018

15. F2F & CATI Prices Stabilising
0
5
10
15
20
25
30
2010 2012 2014 2016 2018
MedianPriceUSA$000s
Simple U&A, N=500, No analysis/presentation
F2F
CATI
Online
ESOMAR Pricing Study 2018

16. Online Prices Keep Falling
0
5
10
15
20
25
30
2010 2012 2014 2016 2018
MedianPriceUSA$000s
Simple U&A, N=500, No analysis/presentation
Online
KM
Online
Key Markets
USA
UK
Germany
France
Japan
ESOMAR Pricing Study 2018

17. Online Prices Are Falling
In 2010, in the Key Markets a simple 20 minute online
study had a Median price of $27,000
– In 2018 this had fallen to $12,000
The Global Median for a 15 minute online
interview is $8,000
– The Key Market Median is $9,000
Implications
– A single global market for commoditised online quant
research
– At prices that exclude human value-added element
ESOMAR Pricing Study 2018

18. The Rise of Data/Marketing Scientists
400
500
900
1,100
800
1,000
1,500
1,600
Junior Mid-level Senior Marketing Scientist
MedianRates–US$
Daily Charge Rates
Global Median Key Markets
ESOMAR Pricing Study 2018

19. APAC
ESOMAR Pricing Study 2018

20. APAC Traditional MR Turnover
ESOMAR Pricing Study 2018

21. The Link Between Advertising & MR
US $ millions 2017 Trad MR Ad Spend
MR ratio to ad
spend
China 1,773 76,650 2%
Japan 1,876 38,021 5%
Australia 836 12,448 7%
India 328 7,790 4%
Hong Kong 144 5,378 3%
New Zealand 88 1,744 5%
Let’s collect Adspend data for more countries, it is a key metric
ESOMAR Pricing Study 2018

22. Global Price Index
ESOMAR Pricing Study 2018

23. Reimagining the Insights Function

24. Reimagining the Insights Function
1. Moving from order takers to planners
– From reacting to change to causing change
2. Talking to new types of suppliers
– Many of whom do not call themselves MR
3. Looking for new business models from agencies
– Not basing fees on data and single projects
4. Triple A – Agility, Automation and AI
5. From method experts to human experts

25. Report Priorities
91%
54% 52%
37%
21%
11% 10%
90%
61% 61%
36%
14% 12%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Insightful Concise Practical Objective Rigorous Detailed Other
Top 3 Most Important Features of Reports
Total
APAC
NewMR/Mike Sherman/Neil Gains – Base Total=497, APAC=120

26. GRIT – 5 key takeaways
1) Three As are Key
Agile, Automation, and AI
2) The Most Important Emerging
Technologies are not Very New
3) Qualitative Research is Growing
4) Clients Main Concerns Relate to the
Reporting of Research – and the
Value/Cost Equation
5) Scalability is Key

27. GRIT’s Game Changers
0
10
20
30
40
50
60
70
80
90
2017 2018
Storytelling and DataViz
Big Data
Automation
AI
VR/AR
Marketplaces (talent, sample etc)
Attribution Analytics + Single Source
Blockchain
GRIT Q4 2018
Top 2 Boxes in picking ‘Game Changers’

28. Agile in MR is …
Nimble – able to respond to requests quickly
– Small companies (including qual)
– Standardized offerings
– Automated offerings (plus DIY)
Flexible – able to change to meet client needs
– Devolved decision making – execs can vary the
offer/execution
Test, learn, re-test – allows client to be agile
– Standardized, automated and often DIY

29. Inside MR, What is AI?
11
6
8
16
16
18
45
46
55
60
66
None of these
Survey dashboards
Cluster analysis
Quantitative semiotics
Webscraping tools
Adaptive conjoint interviews
Automated transcription of video
Text analytic software
Automated sentiment analysis
Automated facial coding
Chatbots
% Saying Yes, An Example Of AI
Report by Rosie Ayoub
and Ray Poynter,
Q4 2018

30. 8 Predictions
1. It’s the economy
2. Mergers, acquisitions, sales, & closures
3. Automation and especially platforms
4. Video stuff
5. Chatbots
6. Artificial Intelligence
7. Demand for ‘real qual’
8. The demand for curation

31. Thank You
Q & A
JMRX
2019

32. JMRX
2019https://newmr.org/
#NewMR

33. The calculation of Surveys and Online
• 79% of MR spend in Japan is Quantitative
• To find Surveys - subtract:
– Online traffic 2%
– 50% of Other (8% * 50% = 4%)
– Surveys = 73%
• Online = Online + Mobile/Smartphone = 30% +
18%
• 48% / 73% = 66%