ESOMAR Global Market Research Industry Survey 2018 (for 2017)

The ESOMAR Global Market Research study is an annual tracker that aims to collate key data and information about the insights industry worldwide. It provides valuable information on the evolution of the industry.

Thank you very much in anticipation for your contribution to this study on the Market Research Industry in 2017. We greatly value your response to this survey. Please find below an overview of the topics on which we would wish to have your input, as well as the survey structure.

The survey covers:

  • Organisation size and industry landscape in 2017
  • Sources of turnover by type of client, research method, research design and project type
  • A control check of 2016 turnover figures

There are two new questions this year: one about pro bono research, and one designed to get more information about mobile research. There are also more options given for the breakdown of quantitative and qualitative research turnover percentages.

When you have made your calculations, please submit your data using the online questionnaire below. If you have any questions on the study, please contact Leonie Vorster (ceo@samra.co.za).

The deadline for submissions is 11 July 2018. Participation is free, and participants who submit a complete data set receive a free copy of the local results when we submit the data to ESOMAR for analysis.

Please feel free to distribute the questionnaire (also to SAMRA non-members).

With many thanks in advance for your help in this important study!

Leonie Vorster, SAMRA CEO and ESOMAR Representative (South Africa)

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INSTRUCTIONS

NB: This survey is for organisations operating in and/or from South Africa

If you are NOT operating in and/or from South Africa but would like to see this study being done in your country, please get in touch on ceo@samra.co.za.

 

WHAT TO INCLUDE 

In the first section, you are asked to provide the total amount of market research turnover. The total should include both primary and secondary market research. For the purpose of this survey, we define primary market research (including passive and social media research) as research that is ‘new’ or ‘original’ that collects data from source in order to answer a question or gain more understanding of a specific issue. Secondary research involves the compilation and analysis of previously collected or published information, which can then be used to answer a question or gain more understanding of a specific issue.

The total should also cover all work that is commissioned to be undertaken by research providers in South Africa either by clients inside South Africa or clients based in other countries. This includes international projects managed by companies in South Africa as shown below at question 1 (figures for the year before last) and 2 (last year’s figures).

NBNBNB: Please use the following matrix to confirm what your estimate should include (green) and exclude (red): Type of Service Inclusions and Exclusions 2018 for 2017

 

WHAT TO SUBMIT

For practical reasons, the survey is divided into three (3) forms/parts below, which must be submitted online, separately. Please collate a hard/offline copy of your data before submitting online. Sometimes server security settings prevent submission online, and we would hate to miss out on your data almost as much as you would hate to miss out on the results! A success message will appear at the top of the screen when you submit each of the three parts of the survey.

 

QUESTIONNAIRE

PART A 

Please consult the notes to the survey (see above) before completing the questionnaire below.

ORGANISATION DETAILS

MARKET SIZE AND INDUSTRY LANDSCAPE

CONTROL CHECK FOR PREVIOUS FIGURES (YEAR BEFORE LAST)

2016
This includes work subcontracted to other research companies inside and outside South Africa
Include data collection from participants in South Africa but also data collection from South Africa with international participants via face-to-face, online, telephone, desk research, other, etc. Also include Advisory Services and market research analytics (including big data). The balance (out of 100%) would have been subcontrated to other research companies OUTSIDE South Africa.

LAST YEAR'S FIGURES

2017
This includes work subcontracted to other research companies inside and outside South Africa
Include data collection with participants in South Africa but also data collection from South Africa with international participants via face-to-face, online, telephone, desk research, other, etc. Also include Advisory Services and market research analytics (including big data). The balance (out of 100%) was subcontrated to other research companies OUTSIDE South Africa.
The balance (out of 100%) related to international projects, that is, data collection from participants in any country outside South Africa, or in more than one country which could include South Africa.
The balance (out of 100%) was commissioned by clients from outside South Africa.
The balance (out of 100%) was commissioned by multinational companies with local operations inside South Africa.

MARKET FACTORS

EMPLOYEE PROFILE

PART B

SOURCES OF TURNOVER

CLIENT TYPE

8a. What percentage of your market research turnover conducted inside/from South Africa last year is accounted for by each of the following types of client? Please check that the numbers add up to 100(%).
Utilities includes gas, electricity, water and postal services whether public or privately owned
Media and Entertainment includes broadcast media (TV, radio, cable etc., whether public or privately owned), on-line companies (e.g. Portals, ISPs) and any other media
Research institutes include Foundations or Universities, as well as dedicated Advisory, Economic or Specialist institutions that are (usually) endowed for doing research
Other includes all other services e.g. charity, travel & tourism, sport & leisure, catering & hospitality, other professional services, etc.
8b. Please provide below a breakdown for Consumer Non-Durables, making sure it adds up the percentage given for Consumer Non-Durables at question 8a (and NOT 100%, unless all your turnover falls under Consumer Non-Durables)

RESEARCH METHOD

9a. What percentage of your market research turnover conducted inside/from South Africa last year is accounted for by each of the following types of research methods? Please check that the numbers add up to 100(%).
For example, desk research, secondary analysis, etc.
9b. Please provide a breakdown for quantitative research making sure the numbers adds up to the percentage given for quantitative research at question 9a (and NOT 100%, unless all your turnover is derived from quantitative research only)
Including website measurement and social media monitoring
Including retail audits and media measurements, as well as Interactive Voice Recording (I.V.R.) interviews and location-based services
Please provide a breakdown for the above Mobile/Smartphone quantitative research. Please check that the numbers add up to 100(%).
9c. Please provide a breakdown for qualtitative research making sure it adds up to the percentage given for qualtitative research at question 9a (and NOT 100%, unless all your turnover is derived from qualitative research only)

PART C

SOURCES OF TURNOVER (Continued)

RESEARCH DESIGN

10. What percentage of your market research turnover conducted inside/from South Africa last year is accounted for by each of the following research designs? Please check that the numbers add up to 100(%).
(including consumer panels, television audience measurement, retail audits and other continuous and non-continuous panel research)
(at regular frequency, including radio listenership, online web tracking, brand, advertising and customer satisfaction trackers, as well as “retainer” contracts covering (e.g.) 12 months of concept testing, innovation workshops etc.)

RESEARCH PROJECT TYPE

11. What percentage of your market research turnover conducted inside/from South Africa last year is accounted for by each of the following types of research projects? Please check that the numbers add up to 100(%).
(syndicated or custom retail/consumer panel/surveys for market size and share, including online)
(including marketing mix and media modeling)
(testing of concepts, products, services, packaging, pricing, mix, etc. and volume forecasting)
(viewing, listening, readership, including online and social media measurement)
For example, desk research, secondary analysis, etc.
(including segmentation studies and motivational research)

EXPECTATIONS FOR THIS YEAR

2018
12. How is your organisation expected to perform this year in terms of turnover, without taking into account the effects of inflation?

FACTORS IMPACTING EXPECTATIONS FOR THIS YEAR

13. Please provide a summary of positive and negative factors (such as the economy, socio-political factors, technologies, client sectors and emerging research approaches and techniques) influencing your expected turnover performance this year.

THANK YOU VERY MUCH FOR YOUR COOPERATION AND VALUED CONTRIBUTION!

Copyright ESOMAR 2018

This research is conducted in strict adherence to the ESOMAR and SAMRA Code of Conduct that is available here: http://www.samra.co.za/ethics/code-of-conduct/

SAMRA SURVEY PRIVACY STATEMENT