Magazine article Marketing

Market Research Manual: The Vital Statistics

Magazine article Marketing

Market Research Manual: The Vital Statistics

Article excerpt

The amount of money marketers invest in any discipline is an indication of its effectiveness.

Below you can find all the statistical information you will require before embarking on a market research strategy, including a breakdown of the industry by research discipline, the top agencies by specialisation, award-winning research projects, and the global distribution of research spend.

MARKET RESEARCH SOCIETY AWARD WINNERS

MRS Applications of Research Award

       Agency                  Client
2005   Intrepid Consultants    Clerical Medical
2004   Simpson Carpenter       Nokia

MRS/AURA Insight Management Effectiveness Award

       Agency                  Client
2005   Forensics               European fixed-line telecom company
2004   Nunwood Consulting      Somerfield

Source: Market Research Society

TOP FIVE B2B AGENCIES BY TURNOVER

   Agency                         % of           B2B
                              turnover      turnover
                                            (pounds)
1  GfK                              32    35,028,000
2  Synovate                         28    14,428,200
3  Ronin Development                99     5,494,500
4  Ipsos MORI*                      11     5,434,000
5  Business Research Group         100     4,420,329

Source: Marketing Market Research league tables 2005
Note: Does not include Sarbanes-Oxley-affected agencies
*Figure for Ipsos UK; no breakdown for MORI available

TOP FIVE CONSUMER AGENCIES BY TURNOVER

   Agency                         % of      Consumer
                              turnover      turnover
                                            (pounds)
1  GfK                              68    75,060,000
2  Ipsos MORI*                      89    43,966,000
3  Synovate                         72    37,471,800
4  Lorien                           93     7,059,650
5  Quaestor Research                85     5,583,643

Source: Marketing Market Research league tables 2005
Note: Does not include Sarbanes-Oxley-affected agencies
*Figure for Ipsos UK; no breakdown for MORI available

TOP FIVE UK AGENCIES BY INTERNATIONAL TURNOVER

   Agency                         % of  International
                              turnover       turnover
                                             (pounds)
1  GfK                              30     33,360,000
2  Synovate                         48     24,912,000
3  Ipsos MORI*                      16     15,344,247
4  Mintel                           50     14,709,806
5  Lorien                           74      5,617,356

Source: Marketing Market Research league tables 2005
Note: Does not include Sarbanes-Oxley-affected agencies
*Combined figure for Ipsos UK and MORI

TOP FIVE QUALITATIVE AGENCIES BY TURNOVER

   Agency                         % of    Qualitative
                              turnover       turnover
                                             (pounds)
1  Synovate                         32     16,400,400
2  Flamingo                        100      7,396,890
3  Ipsos MORI*                       7      6,894,719
4  GfK                               6      6,672,000
5  RDSi                             84      4,781,260

Source: Marketing Market Research league tables 2005
Note: Does not include Sarbanes-Oxley-affected agencies
*Combined figure for Ipsos UK and MORI

TOP FIVE QUANTITATIVE AGENCIES BY TURNOVER

   Agency                         % of   Quantitative
                              turnover       turnover
                                             (pounds)
1  GfK                              63     70,056,000
2  Ipsos MORI*                      69     64,801,390
3  Synovate                         48     24,652,500
4  BMG Research                     80      5,662,400
5  Ronin Development                94      5,217,000

Source: Marketing Market Research league tables 2005
Note: Does not include Sarbanes-Oxley-affected agencies
*Combined figure for Ipsos UK and MORI
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