Magazine article Marketing

Research: First Sign of Spring?

Magazine article Marketing

Research: First Sign of Spring?

Article excerpt

The focus is definitely on market research this week. First, we publish our annual league table of market research companies, based on the members of the Association of Market Survey Organisations (AMSO), the trade body which claims to account for almost three-quarters of the research commissioned in the UK. In addition, we continue our popular Marketing Guide series with a review of international market research. (This, incidentally, is the first of six guides concentrating on how the increasingly international nature of business affects day-to-day marketing management).

This in-depth look at the market research sector is timely. There is, after all, a certain logic to researchers' own belief that their industry is one of the first to suffer in a recession, and one of the first to bounce back in an upturn. After all, when cuts have to be made, it is so easy to cancel or postpone ad hoc studies. On the other hand, as budgets ease, the marketing junkies' hunger for a regular injection of new data quickly reasserts itself. One of the first principles of marketing is to know the customer and know the marketplace.

And what the league table shows is a jump in turnover for the industry of 8% in real terms last year. There is definitely more optimism about among the researchers, reflected not just in their comments, but in the launch of a raft of new services, and in investment in new technology. …

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