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)

______________________________________________________________

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 

If you are human, leave this field blank.

Thank you for participating in the annual ESOMAR Global Market Research Industry Survey!

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

ORGANISATION DETAILS

Organisation Name *

Is your Organisation primarily a: *

Commercial (for profit) research supplierNon-commercial research supplier (e.g. government departments, universities, or other non-profit-making bodies)Non-research organisation (e.g. advertising agencies, management consultancies, marketing consultancies, software analytics providers, online media companies)

Contact Person Name *

Contact Person Email *

MARKET SIZE AND INDUSTRY LANDSCAPE

CONTROL CHECK FOR PREVIOUS FIGURES (YEAR BEFORE LAST)

2016

1. What was your organisation's total turnover (in Rands exc. VAT) for market research the year before last? *

This includes work subcontracted to other research companies inside and outside South Africa

1.1 Does the above year before last's turnover figure include an amount for Advisory Services? *

YesNo

Please specify the amount/estimated amount that relates to Advisory Services for the year before last *

1.2 Does the above year before last's turnover figure include an amount that relates to market research analytics (including big data)? *

YesNo

Please specify the amount/estimated amount that relates to market research analytics (including big data) for the year before last *

1.3 In order to help us avoid double counting of international research turnover, please indicate what % of your total market research turnover as given above for the year before last was conducted INSIDE/FROM 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

2. What was your organisation's total turnover (in Rands exc. VAT) for market research last year? *

This includes work subcontracted to other research companies inside and outside South Africa

2.1 Does the above turnover figure for last year include an amount for Advisory Services? *

YesNo

Please specify the amount/estimated amount that relates to Advisory Services for last year *

2.2 Does the above turnover figure for last year include an amount that relates to market research analytics (including big data)? *

YesNo

Please specify the amount/estimated amount that relates to market research analytics (including big data) for last year *

2.3 Have you conducted any pro bono research (i.e. provided free, without charge to, for example, NGOs, charities, etc.)? *

YesNoDon't know

If the above pro bono research was invoiced at normal prices, approximately how much (extra) turnover would be added to the total you declared for last year? *

2.4 In order to help us avoid double counting of international research turnover, please indicate what % of your total market research turnover as given above for last year was conducted INSIDE/FROM 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.

3. What % of your total market research turnover conducted INSIDE/FROM South Africa was subcontracted to other research companies WITHIN South Africa? *

4. What % of your total market research turnover conducted INSIDE/FROM South Africa was related to projects inside South Africa only (data collection from participants in 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.

5. What % of your total market research turnover conducted INSIDE/FROM South Africa was commissioned by clients INSIDE South Africa (out of 100%)?

The balance (out of 100%) was commissioned by clients from outside South Africa.

5.1 What % of your total market research turnover commissioned by clients INSIDE South Africa was commissioned by local companies (out of 100%)?

The balance (out of 100%) was commissioned by multinational companies with local operations inside South Africa.

MARKET FACTORS

6. Please provide a summary of positive and negative factors influencing your market research turnover performance last year

6.1 Was growth in line with expectations? Please elaborate. *

6.2 What were the most significant strengths of your organisation? Please elaborate. *

6.3 What were the most notable opportunities? Please elaborate. *

6.4 What were the most important weaknesses? Please elaborate. *

6.5 What have been the most critical threats to your organisation? Please elaborate. *

EMPLOYEE PROFILE

7. Please provide your best estimate for the total number of people who worked for or did work for your organisation last year, per category.

7.1 Full time employees *

7.2 Part-time employees (incl. interviewers) *

7.3 Part time employees (excl. Interviewers) *

7.4 Individuals who are subcontracted for research activities other than fieldwork *

7.5 Individuals who are subcontracted for fieldwork only *

7.6 Any comments about the above figures?

Submit Part A

PART B

If you are human, leave this field blank.

Organisation Name *

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(%).

Consumer Non-Durables (i.e. FMCG) *

Consumer Durables *

Wholesale and retail (incl. Oil) *

Financial services *

Utilities *

Utilities includes gas, electricity, water and postal services whether public or privately owned

Automotive *

Pharmaceutical *

Telecommunications and Information and Communication Technology *

Government and Non-profit *

Media and Entertainment *

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

Advertising agencies *

Research institutes *

Research institutes include Foundations or Universities, as well as dedicated Advisory, Economic or Specialist institutions that are (usually) endowed for doing research

Other *

Other includes all other services e.g. charity, travel & tourism, sport & leisure, catering & hospitality, other professional services, etc.

For Other - please specify: *

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)

Food, Beverages and Confectionary *

OTC medicines, Cosmetics & Hygiene *

Tobacco & Cigarettes *

Other 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(%).

Quantitative research *

Qualitative research *

Other research *

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)

Mail *

Telephone (CATI - including CATI to mobiles, i.e. a person-to-person interview) *

Face-to-face (PAPI or CAPI) *

Online quantitative research including CASI (self-interviewing) *

Mobile/Smartphone quantitative research *

Online traffic/audience measurement *

Including website measurement and social media monitoring

Automate digital/electronic *

Including retail audits and media measurements, as well as Interactive Voice Recording (I.V.R.) interviews and location-based services

Other quantitative research *

For Other - please specify: *

Please provide a breakdown for the above Mobile/Smartphone quantitative research. Please check that the numbers add up to 100(%).

Mobile feature phone (SMS) *

Mobile smartphone (App-based) *

Mobile smartphone (internet browser-based) *

Other mobile *

For Other Mobile - please specify: *

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)

Face-to-face group discussions/Focus groups *

Face-to-face in-depth (individual) interviews *

Online qualitative group discussions, discussions, bulletin boards, etc. *

Mobile qualitative ethnography, diaries, photo boards, etc. *

Offline/traditional ethnography *

Online research communities (incl. blogging, online ethnography, etc.) *

Other qualitative research *

For Other - please specify: *

Submit Part B

PART C

If you are human, leave this field blank.

Organisation Name *

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(%).

Ad hoc research *

Omnibus surveys *

Panel research *

(including consumer panels, television audience measurement, retail audits and other continuous and non-continuous panel research)

Other continuous 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.)

Other types of research designs *

Please add any comments about the figures provided for any of the research designs.

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(%).

Market measurement *

(syndicated or custom retail/consumer panel/surveys for market size and share, including online)

Market modeling *

(including marketing mix and media modeling)

New product/service development *

(testing of concepts, products, services, packaging, pricing, mix, etc. and volume forecasting)

Advertising pre-testing (copy) *

Advertising/brand tracking *

Media/audience research *

(viewing, listening, readership, including online and social media measurement)

Employee satisfaction *

For example, desk research, secondary analysis, etc.

CRM systems/customer satisfaction *

Mystery shopping *

Omnibus/shared cost surveys *

Usage and attitudes studies *

(including segmentation studies and motivational research)

Opinion research/Polling *

User experience (Ux) research *

Non-profit research *

Business-to-business studies not included above *

Other research project types *

For Other Research Project Types - please specify: *

Please add any comments about the figures provided for any of the research project types.

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?

Turnover this year is expected to:

GrowRemain the sameDecline

By what percentage? *

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.

What will be the most significant strengths of your organisation? *

What will be the most notable opportunities? *

What will be the most important weaknesses? *

What will be the most critical threats to your organisation? *

THANK YOU VERY MUCH FOR YOUR COOPERATION AND VALUED CONTRIBUTION!

We would appreciate your thoughts on how this questionnaire can be improved...

Submit Part C

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