Review of the Year: Market Research Leagues - Behavioural Stimulus

Marketing, December 14, 2011 | Go to article overview

Review of the Year: Market Research Leagues - Behavioural Stimulus


Several market research agencies have had an improved year, with the increasing interest among brands in disciplines such as behavioural economics set to provide further stimulus to the industry.

The market research industry has shown signs of recovery in the past year, following a difficult period during the recession, with many agencies experiencing a growth in international research projects.

At the same time, agencies are looking at opportunities provided by techniques such as behavioural economics (BE).

Many believe this is giving the industry more legitimacy and with the number of brands turning to BE likely to rise, market research agencies are exploring different ways of integrating the approach with traditional research methods. By adopting fresh approaches, agencies will be able to create more resonant insights and make more accurate predictions about human behaviour.

MARKET RESEARCH AGENCIES 1-10

 Rnk    Agency                           Turnover        %  Staff  Int'l
10 09                                  2010    2009    chg          work
                                        (pounds m)                   (%)

1  1    TNS UK                        224.2   166.0   35.1   1539     30
2  3    GfK UK                        127.8   124.7    2.5    898     28
3  2    Ipsos MORI                    127.7   128.4   -0.5    900     16
4  5    Mintel                         56.0    50.2   11.5    550    n/a
5  4    Cello                          53.9    52.1    3.5    353     44
6  n/a  SymphonyIRI                    38.0     n/a    n/a    200     10
7  7    Hall & Partners Europe         21.3    20.5    3.9    145     50
8  n/a  Insight Research Group         19.6    17.2   14.0    103     70
9  9    ICM Research                   19.5    18.8    3.7    102      6
10 8    Harris Interactive UK          18.3    20.3   -9.9    135     58

Rnk    Agency
10 09

1  1   TNS UK
       Founded 1965. Subsidiary WPP. Chief executive Andrew Czarnowski
       No work breakdown provided. Www.tns-ri.co.uk
2  3   GfK UK
       Founded 1957. … 

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