Magazine article Marketing

Moving in on More Markets

Magazine article Marketing

Moving in on More Markets

Article excerpt

The Brits were slower than other Europeans to take up overseas research. Ken Gofton finds out why

There's a whole Euro-mountain of cliches to be mined about UK business in the European Community. Britain's commercial future lies in the Single Market, it is said -- except that it is not a single market in the sense that there are lots of regional and cultural differences. And the Brits are not very good Europeans. They've been slow to wake up to the business opportunities. True or false?

Given that market research is the first step towards understanding a market, a new survey probing attitudes towards using international market research may provide some of the answers.

It suggests that UK companies have indeed been slower to make use of international market research than many of their international competitors. They've been catching up over the past four years or so, but are still relatively light spenders in this area in comparison with the budgets they reserve for the domestic market.

These are some of the conclusions to be drawn from the survey, which covered 557 buyers of market research in 12 countries. It was undertaken in January by EuroNet.

At the request of Manchester-based Scantel, the UK member of the network, EuroNet agencies in 11 countries each interviewed 50 clients who had bought market research during 1993. …

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