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New horizons, fresh challenges. Fast-growing emerging markets buoyed the global market research industry and countered losses and sluggish performances elsewhere in As always, the report is packed with industry data and analysis of the hottest growth markets, the fastest-growing companies and the most significant mergers and acquisitions.
It also features interviews with respected industry figures, both research suppliers and client-side executives, on how the business is dealing with change — and what remains to be done if research is to keep pace with the increasingly dsomar, data-driven world.
Western European economies continue to flatline, while the US appears to be on track for growth in the year ahead.
In the developing world, which has researc responsible for maintaining growth globally for many multinationals while more established markets have struggled, some of the biggest countries are facing a slowdown in growth, and next-tier markets are showing robust growth, albeit from a small base.
Brazil saw better than expected growth, lifted by political polling and research surrounding the upcoming Olympics and football World Cup.
The UK kept hold of second place, despite declines in In many other markets, the markrt of business being done online is growing. Information being generated at every moment of our digital lives promises to reshape our world in ways that go far beyond serving more targeted advertising or sharper recommendations on Amazon. Big data holds big promise for many businesses, not least because much of it is already owned by the businesses and governments that want to exploit it.
But there are limits to what big data can currently yield, warns Stephen Needel, managing partner of US-based Advanced Simulations. Then once we put it all together, does it even matter?
Can you do anything with it? Greg Mishkin, vice president research and consulting with Market Strategies International, says that, like all data, big data can be read in many ways. You can tell equally convincing stories that say the opposite of each other based on very similar data.
Ultimately, a good storyteller can argue both sides. No one is suggesting big data alone holds all the answers to client questions, but its power and prevalence mean agencies need to think differently and broaden what it means to be a researcher. Leonard Murphy, editor-in-chief of the industry GreenBook blog, says talented people must take their core skills from the old era of research and apply them in different ways. As with big data, one of the greatest challenges of mobile research is interpretation.
How do we get the real meaning?
New Horizons … Fresh Challenges. Global Market Research – RW Connect
I certainly know that a markwt of it is still very time consuming, but feedback from clients is that pictures really can tell a thousand words and give people real insight. In an always-on world, there are fresh questions to address about privacy, anonymisation and informed consent. A significant majority of respondents to the GMR questionnaire see a stronger business year in Success, the report suggests, will depend on flobal demonstrating its value and being prepared to take a different approach to client problems.
We need to get out of that order-taking mode and get more into driving business answers.
The Honomichl Top 50, ESOMAR Global 25 & The Need To Re-Define Market Research
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Learn how your comment data is processed. Subscribe to our newsletter here. Market research turnover increased in 46 countries or sub-regions in and declined in For the first time, Africa and the Middle East are reported as distinct regions. The far smaller but fast-developing markets of Myanmar, Laos, Pakistan and Indonesia all posted stronger growth than China, which grew In Latin America, growth surged 5.
The Middle East suffered a drop in turnover of 4. Israel marmet and the Gulf states saw 7. Global and regional highlights and growth data on 80 countries, with Myanmar newly added to the list.
A World of Difference – ESOMAR Global Market Research – RW Connect
eeomar Country-level breakdowns of sources of turnover, spend by client lgobal, project type, research method and design. Expert insights into the questions around big data and the rise of mobile research.
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