Magazine article Marketing

Research, Reaction, Recession

Magazine article Marketing

Research, Reaction, Recession

Article excerpt

Research, reaction, recession

The big R word -- recession not research -- is likely to preoccupy the market research industry as it gathers for its annual conference this week.

Most researchers say international research has fared better in the recent difficult months than domestic work, but this is not borne out by the figures. The research turnover of the Association of Market Survey Organizations (AMSO) companies -- claimed to represent around three-quarters of the industry -- rose by 12% to 227m [pounds] for domestic work and little more than 8% (to 38m [pounds]) for international. Not something to shout about -- when 1990's average inflation figure is taken into account -- real growth turns out to be less than 2%.

A better indicator of the unsettled climate is the dramatic decline in revenue from advertising agencies. They slashed the amount of money they gave market researchers by 14% to just 11m [pounds] last year.

Clients are increasingly commissioning research work directly, cutting out the agency middle man (and the charge slapped on top). Another good housekeeping drive from clients is that they are asking market research companies -- previously employed on past record and referrals -- to pitch for business. …

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