Market Research Report: The Vital Statistics

Article excerpt

Market research is at the heart of successful relationships between businesses and consumers.

However, there are some big issues affecting the industry, including pressure on margins and the competition between agencies to become a strategic partner to clients. We provide an insight into the discipline's growth, its leading protagonists and the sectors generating the biggest turnover for it.

MARKET RESEARCH AGENCY OF THE YEAR - NUNWOOD

A year of strong growth, innovation and creativity resulted in Nunwood reclaiming its crown as agency of the year, a title it also won in 2004 and 2005.

It scored 40 business wins, with big names such as Unilever, McDonald's and Google among its clients.

The agency also recorded organic growth of 51% in 2007 - more than 12 times the 4% industry average. While the figures speak for themselves, Nunwood has demonstrated its capacity for innovation, with the fledgling Nunwood Film Productions business that it set up in 2006 generating approximately pounds 500,000 in revenue over the year.

Source: Marketing Agency of the Year 2007

THE ONE TO WATCH - HALL & PARTNERS

When it came to winning new business in 2007, Hall & Partners was not slacking off. It signed 60 clients, including British Airways and Asda, bringing its total billings for the year to pounds 3.9m.

The company has a clever strategy for boosting its organic growth, offering free research to brands to help them understand how digital advertising and the media as a whole assist in building brand relationships. No wonder, then, that existing clients also gave Hall & Partners their vote of confidence in 2007, generating pounds 300,000 in billings for it.

MRS AWARDS APPLICATIONS OF RESEARCH

Year   Client            Agency

2007   4 Digital Group   Various
2006   Vodafone          HPI Research Group

Source: MRS

MRS AWARDS MANAGEMENT EFFECTIVENESS

Year   Client     Agency

2007   Sky        Oxford Strategic Marketing, SPA & CFl
2006   Vodafone   Oxford Strategic Marketing, Research International

Source: MRS

PROJECTED AVERAGE GLOBAL GROWTH OF MARKET RESEARCH REVENUE

2006         4%-5%
2007         5%-6%
2008         5%-6%

Source: Esomar 2007

TOP FIVE BIG AGENCIES FOR GROWTH

Rnk Agency                       Turnover       Turnover      %
                             2006(pounds)   2005(pounds)   chng

1   Research Now                7,951,000      3,639,000    118
2   Cello Group plc            30,964,631     16,105,071     92
3   BDRC                        9,260,000      6,279,000     47
4   Banner Corporation         31,782,613     23,129,564     37
5   Hall & Partners Europe     16,300,000     12,900,000     26

Source: Marketing market research leagues 2007

TOP FIVE SMALL AGENCIES FOR GROWTH

Rnk Agency                       Turnover       Turnover      %
                             2006(pounds)   2005(pounds)   chng

1   The iD Factor               1,910,000      1,007,000     90
2   YouGov                      5,500,000      2,942,000     87
3   Retail Eyes                 3,084,286      1,703,023     81
4   ABA                         2,390,390      1,559,221     53
5   Progressive Partnership     1,744,758      1,144,384     52

Source: Marketing market research leagues 2007
For further reading, visit the MRS website (www. …