What’s more, levels of optimism regarding spending have bounced back to near pre-recessionary levels. 73% of the survey’s 875 respondents said they expected an increase in research spend when asked in the spring – compared to 47% of those surveyed in winter 2009.

Research providers were more positive, with 80% expecting an increase compared to 45% of research buyers – up from 39% in the last wave of the survey.

Among buyers, 34% expected to see “depressed spending levels or a further decline” compared to 12% of research suppliers. Meanwhile 66% of buyers said that they expect, or have already experienced, growth in budgets and spending.

The trends study notes: “It is sadly possible that some of the increased business reported comes from the widespread business failures among research providers during the past year. With fewer competitors, the survivors have richer pickings.”

The full GreenBook Research Industry Trends Study can be downloaded here.