Marketing Report: Market Research - the Vital Statistics

Article excerpt

The value of any marketing discipline can be assessed by the revenue it generates and the way it maximises the effectiveness of integrated campaigns.

Below you will find crucial information about market research, including an overview of two of the sector's top agencies, a breakdown of revenue share by methodology and how the discipline is performing in regions around the world.

MARKET RESEARCH AGENCY OF 2006 - FLAMINGO INTL

Founded in 1997, qualitative research agency Flamingo International has built an impressive client list, including PepsiCo and Guinness. Over the past year its wins have included Reebok, Wrigley and Citibank, with a value of almost pounds 1m. Turnover for 2006 was up 16% on 2005 to pounds 8.6m. Flamingo has been at the forefront of new techniques, including expanding its use of semiotics. In addition, it has invested in a films division and broadened its product innovation. In January, Flamingo became part of Omnicom in a pounds 15m deal.

Source: Marketing Agency of the Year 2006

THE ONE TO WATCH - FRESHMINDS

Freshminds, which was launched in 2000, has attracted a raft of clients through its combination of creativity and commercial awareness. Business wins in 2006 included Starbucks, American Express and the Department for Culture, Media and Sport. Its work for existing clients included a project for Innocent Drinks, for which it conducted a literature review and qualitative interviews to analyse the opportunities for marketing its smoothies to children via schools. …