Following a period of decline immediately prior to the period, the industry has rebounded over the past five years. Improvements in business confidence and capital expenditure levels have stimulated demand, as firms have started to undertake expansion and innovation activity. Advertising activity has also gained momentum during the period, triggering demand for media related research. Meanwhile, widespread attention to the performance of the economy following the recession has fuelled demand for public opinion polling services. Growing demand for online and digital research services has also positively influenced the industry.
Market researchers investigate the behaviour, values and opinions of clients’ target markets, providing insights that allow them to better tailor their products, services and marketing. The industry also includes public opinion polling on political, economic or social issues. The primary users of market research are businesses, the media and political figures or parties. Targets include potential customers, actual customers, voters and other businesses and organisations.
The report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are five year industry forecast, growth rates and an analysis of the industry key players and their market shares.