NEWS6 September 2010

Global research turnover down 4.6%, says Esomar report

Europe Financials

NETHERLANDS— Esomar’s latest industry study shows the first decline in global market research turnover since it began measuring the worldwide market in 1988.

The Global Market Research 2010 report, which will be officially launched at the Esomar congress in Athens next week, will report a 4.6% decline in global turnover to US$28.9bn in 2009, or 3.7% without being adjusted for inflation.

Europe was the worst affected region with turnover down 5.9% after inflation to $13.3bn. Esomar said that this was “largely driven” by declines in the mature market research markets, although countries in central and Eastern Europe also suffered with Estonia, Latvia and Lithuania all experiencing double-digit declines.

North America saw a second year of net declines with turnover down 3.5% to $9.188 million, although Esomar said that performance in the region was “a little better than anticipated”.

Elsewhere in the world there were declines in Asia Pacific ( 2.2%), Latin America ( 4.6%) and the Middle East and Africa ( 10.2%). Within these markets New Zealand saw research turnover fall 20% but there was growth in the emerging markets of China and India.

Esomar director general Finn Raben (pictured) said: “It will not come as a surprise to many in the industry that this year’s Global Market Research report provides some challenging reading. However I encourage readers to look beyond the headline figures and delve into the findings. It is important, now more than ever, to take stock, to re-assess and then look forward to how the industry will emerge stronger and more focused than ever before.”