Market Research Report: The Vital Statistics
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. …