![]() ![]() ![]() In the US, where the sheer size of the country mitigates against other forms of research, about 30% of all research is now conducted online. ![]() 'This has been the year we hit the tipping point. 'Online has increased substantially over the past 12 months,' confirms Tim Wragg, UK head of client service at Millward Brown. Web research has grown in popularity among clients, based on the realisation that it can offer them robust data cheaper than other methodologies and with a far quicker turnaround. Perhaps the most significant of these issues has been the prodigious growth of online work, a development that has rewritten the research rule-book. 'It requires all of our resources to be centralised to tackle these issues.' 'There is a significant amount going on in the industry at the moment,' he says. ![]() According to Ipsos MORI chief executive Richard Silman, the decision could not have come at a better time. The two trade bodies had co-existed for years, but decided to merge under the MRS banner to give the industry a single voice. An indication of the mood of change is the ongoing merger of the BMRA and the Market Research Society (MRS). Yet, beneath the surface, the past 12 months have seen some radical departures from the norm. As such, market research work remains split between the big agencies capable of servicing global clients and a long list of small and medium-sized shops. The most notable deal of the past year was Ipsos' £88m takeover of MORI, widening the gap further between the big networks and the rest of the industry, and thus continuing a trend that has been in evidence for some years. Annual statistics from the British Market Research Association (BMRA) recorded 2.5% growth across the industry for 2005, while European trade body Esomar put UK growth at just 0.7%.Īs in previous years, consolidation has been the headline feature of the industry. The topline figures indicate a mature market struggling to grow. But a closer inspection reveals it is having to develop fast. The company was able to overhaul its approaches by drawing on technology in 2020, it said, adding: “In 2021, and over the coming years, Ipsos will actively promote various platforms that make it possible to produce and analyse with greater speed and flexibility large quantities of data.Is it business as usual in the market research industry? An initial glance would suggest that the notoriously slow-moving sector has seen little change over the past 12 months. “Average business performance is positive, both in terms of the order book and revenue, even if these indicators show very mixed performances across regions, audiences and business sectors.” In its financial statement, Ipsos said: “For Ipsos, the opening months of 2021 were in line with the closing months of 2020. Meanwhile, its ‘citizens’ line, covering public affairs and corporate reputation, saw organic growth of 29.5%, and revenue from pharmaceutical work also increased, with growth of 4%.īy region, revenue was down 12% in the Americas and 14% in Asia-Pacific, while the Europe, Middle East and Africa ( Emea) region posted organic growth of 2%. The company’s consumer work, which accounts for the largest proportion of revenue ( 42%), was also down 12.5% at the end of the year. Its ‘clients and employees’ research was hardest hit during 2020, with revenue down 21% and the company saying it is “suffering the consequence” of Covid-19 affecting sectors including car manufacturing, airlines and hotels Gross margin (revenue less deducting direct variable and external costs) was 64.2% in 2020 compared with 64.3% in 2019. Ipsos’ revenue remained stable in the first three months of 2020 but collapsed in the second quarter, with a 25.3% drop in organic growth, according to the company’s full-year financial statement.įollowing a 3.3% decline in the third quarter, organic growth returned to positive at 1.4% between October and December. Revenue fell 6.5% on a like-for-like basis in 2020, including a negative exchange rate effect of 2.5% and a 0.8% positive effect from the acquisitions of Maritz’s mystery shopping arm and Askia. FRANCE – Ipsos has reported revenues of €1.8bn for 2020, a decrease of 8.3% compared with the year before, with revenue picking up in the fourth quarter. ![]()
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