country market research 2019 usa

Country Market Research 2019 USAAn ESOMAR Industry Reportextracted fromGlobal Market Research 2019

http://esomar.org/gmr

Country Market Research 2019 USAAn ESOMAR Industry Reportextracted from theGlobal Market Research 2019

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ESOMAR COUNTRY MARKET RESEARCH 2019 USA

mailto:industrysurvey%40esomar.org?subject=

18,89519,446

19,83220,574

21,094

2014 2015 2016 2017 2018

Turnover US$m Net growth (%)

0.3%

3.1%

0.8%

1.5%

0.1%


1

North AmericaIn a pattern that has been present for some time now, the North American region witnesses the ambivalence of its two very distinct markets. On the one hand, the US reports a healthy, positive absolute growth rate of +2.6% that remains positive even after taking inflation into account (+0.1%). Canada,

on the other hand, remains immersed in the domestic challenge of adapting to a changing industry and thus reported a flat growth that turns negative (-2.2%) after inflation is accounted for.

Throughout the years, the US has proven to be one of the most resilient markets and is currently one of the most

Regional ProfileXabier Palacio

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North America - Market Research Turnover 2014 - 2018 (US$ millions)

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COUNTRY MARKET RESEARCH 2019 USA ESOMAR

dynamic ones, not only embracing the consolidation of new players related to new technologies, but welcoming them, as evidenced by the US$ 4 billion expenditure in the analytics sector. It is worth noting, though, that the analytics sector was redefined, and adjusted for 2017 as well, to include not only the turnover related to companies solely specialised in this area, but also the turnover related to such services but performed by companies considered part of the traditional sector. This categorisation of spend, thus, provides more accurate information on the share of turnover dedicated to analytics research.

However, at just +0.1%, industry growth (discounting the effect of inflation) was

markedly lower than the optimistic +4% forecasted for 2018. Throughout 2019, it will be interesting to see whether the sector reaches the +3% growth level currently forecasted by the market commentators.

Canada, on the other hand, is experiencing similar strains to other markets, and presents a flat absolute growth that declines to -2.2% after inflation. Estimates for turnover, however, may be revisited in the future thanks to improved coverage of the industry by the new trade body that succeeded the previous national association, which regretfully declared bankruptcy in 2018 – the Canadian Research Insights Council. We look forward to presenting the resulting findings next year.

The trend for the main sectors that invest in market research services remains mostly unchanged since 2017, and has seen the stabilisation of spend by the pharmaceutical sector at 24% – from 21% in 2016. Along with media and broadcasting, these two industries are responsible for almost half of the total revenue of the American industry (49%). As identified last year, the consumer

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non-durables sector continues to lose ground and now represents just 10% of total research spend. Whether this trend is a result of lower budgets for research or the adoption of more efficient methodologies in an industry with traditionally lower margins is beyond the information collected for this report, but all anecdotal evidence would

suggest that technologically enabled and automated research processes are taking an increasing share of tactical, fast-turnaround research. Nevertheless, it is important to observe that a lower value-share does not always equate to a lower volume-share; for instance, just as many projects may be carried out but by automated processes.

North America - Top-3 Client Sectors 2018 (%) 25%

Information and Communication

(Media and Broadcasting)

24%Manufacturing

(Pharmaceutical)

10%Manufacturing

(Consumer Non-Durables)

41%All other

client sectors


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45%North America$21,094

1%Middle East $389

35%Europe $16,541

15%Asia Pacific $7,330

3%Latin America $1,484

1%Africa $524

North America turnover 2014-2018 and growth rates on 2017/2018Growth rates calculated in local currencies, net growth is adjusted using local inflation rates

2 USA DataData provided by: Diane Bowers

ESOMAR representatives in the USA: Reg Baker, Steve Kantscheidt, Steven Jagger, Joanne Robbibaro, Jackie Lorch, Roddy Knowles

NORTH AMERICA

Turnover (US$m) Absolute growth (%)

Net growth (%)

2014 2015 2016 2017 2018 2017/18 2017/18

USA Traditional 15,849 16,453 17,129 16,280 16,750 - -

Analytics 2,675 2,644 2,359 3,950 4,000 - -

Total 18,524 19,097 19,487 20,230 20,750 2.6 0.1

Absolute growth (%) 2.1% 3.1% 2.0% 3.8% 2.6% - -

Net growth (%) 0.5% 3.0% 0.8% 1.6% 0.1% - -

North America total 18,896 19,447 19,832 20,574 21,094 2.5 0.1

Estimated Analytics region (%) 14.4% 13.8% 12.1% 19.3% 19.1% - -

Absolute growth region (%) 1.9% 3.2% 2.0% 3.7% 2.5% - -

Net growth region (%) 0.3% 3.1% 0.8% 1.5% 0.1% - -

World total 46,089 44,033 44,421 45,928 47,362 2.1 -0.3

Absolute growth world (%) 2.1% 3.5% 3.7% 3.3% 2.1% - -

Net growth (%) 0.1% 2.2% 2.3% 1.0% -0.3% - -

Some turnover figures have been updated since last year's publication.Figures may not sum up due to rounding

COUNTRY MARKET RESEARCH 2019 USA ESOMAR

Global market research turnover 2018 US$ 47,362 million



footnote

Insights Market Development Index (IMDI)2018 (%)


Question Answer

Expected growth from 2017 to 2018 4%

Was growth in line with the expectations reported last year? No

Expected performance of the industry from 2018 to 2019, discounting the effects of inflation? 3%

Ranking Country/Area PI II SSi PSi Ri IMDI

1 Singapore 0.725 0.859 0.777 0.949 0.876 0.817

2 Switzerland 1.000 0.528 1.000 0.961 1.000 0.808

3 USA 0.613 0.912 0.869 0.794 0.847 0.780

24 World 0.410 0.527 0.736 0.860 0.811 0.560

PI: Prices Index / II: Industry Index / SSi: Specialisation Sub-index / Psi: Professional Sub-index / RI: Representation Index.You can find all the information related to the IMDI in Chapter 6 of the 2019 Global Market Research report.

Expectations on the performance of the industry


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Area (%)Domestic International

USA 75 25

World 81 19

Domestic vs international clients 2018 (%)

75%Domestic ClientsUSA

25%International Clients

USA

81%Domestic Clients

World

19%International Clients

World


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Area (%)Domestic International

USA 70 30

World 74 26

Domestic vs international projects 2018 (%)

70%Domestic ProjectsUSA

30%International Projects

USA

74%Domestic Projects

World

26%International Projects

World


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Area (%)

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USA 10 5 24 3 1 4 10 2 25 5 7 1 1 1 1

North America 10 5 24 3 1 4 10 2 25 5 7 1 1 1 1

World 19 5 16 4 2 5 6 5 16 6 7 1 2 1 5

Spend by client type 2018 (%)

24%Pharmaceutical

5%Financial &

Insurance Activities

25%Media and Broadcasting

10%Consumer Non-Durables

10%Advertising

7%Public Admin.

5%Consumer Durables

4%Wholesale

3%Automotive

2%Telec. And ICT

1%Utilities

1%NGO’s

1%Education 1%

Tourism 1%Other




Area (%)Food,

Beverages and Confectionery

OTC medicines, Cosmetics &

Hygiene

Tobacco & Cigarettes

Other Consumer Non-

Durables

Total Consumer Non-Durables

USA 5 5 0 1 10

World 9 4 1 5 19

Spend by client type - breakdown of consumer non-durables2018 (%)

4.5%Food, Beverages and Confectionery

4.5%OTC medicines,

Cosmetics & Hygiene

0%Tobacco & Cigarettes

1%Other Consumer

Non-Durables


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Area (%)Quantitative

researchQualitative

researchSecondary

analysis Other

USA 79 14 3 4

North America 79 14 3 4

World 78 14 3 5

Spend by research method2018 (%)

79%Quantitative research

14%Qualitative research

3%Secondary research

4%Other methods


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Spend by research method - breakdown of qualntitative and qualitative methods (%)2018 (%)

Area (%) QUANTITATIVE QUALITATIVE

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USA 1 15 2 28 14 10 10 0 79 2 1 3 3 1 6 0 14 3 4

North America 0 15 2 28 14 10 10 0 79 2 1 3 2 1 5 0 14 3 4

World 1 11 8 26 9 6 7 10 78 4 2 2 1 1 3 1 14 3 5

Online quantitative research

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Online research com

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Group discussions / Focus groups

In-depth face to face interviews

Ethnography

Other Q

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Secondary analysis

Other

28% 15% 14% 10% 10% 2% 1% 0% 6% 3% 3% 2% 1% 1% 0% 3% 4%




Area (%)Ad hoc

researchOmnibus surveys

Panel research

Other syndicated

research

Other continuous

Other types of research

USA 30 15 35 0 20 0

North America 30 15 35 0 20 0

World 37 9 31 0 20 2

Spend by research design2018 (%)

30%Ad-hoc researchUSA

0%Other types of researchUSA

15%Omnibus surveysUSA

35%Panel research

USA

0%Other syndicated

researchUSA

20%Other continuous

USA

37%

9%31%

0%20%

2%

Research DesignWorld


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Area (%)M

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USA 18 3 5 3 4 16 1 8 1 8 15 8 10 1 0 0

North America 18 3 5 3 4 16 1 8 1 8 15 7 10 0 0 1

World 21 3 7 3 5 12 1 8 3 6 12 7 7 1 1 3

Spend by project type 2018 (%)

16%Media Audience / Research

8%Opinion Research /

Polling

18%Market Measurement

15%Usage & Attitude Studies

10%User Experience Research

8%CRM Systems /

Customer Satisfaction

8%Omnibus / Shared

Cost Surveys

5%New Product /

Service Development

4%Advertising / Brand

Tracking

3%Market Modelling

3%Advertising Pre-Testing (Copy)

1%Employee

Satisfaction

1%Mystery

Shopping

1%Non-Profit Research 0%

Other B2B Studies

0%Other




3Primary research:‘New’ or ‘original’ research that collects data from source in order to answer a question or gain more understanding of a specific issue.

Secondary research:Compilation and analysis of previously collected or published information, which can be used to answer a question or gain more understanding of a specific issue.

Subcontracting outside the country:International subcontracting to companies outside the country / domestic market; that is, fieldwork outside of the country, subcontracted to other companies outside of the country.

Subcontracting inside the country:Domestic subcontracting to other domestic companies; that is, fieldwork within the country, but subcontracted to other research companies.

Traditional research:Online and offline qualitative and quantitative, surveys, U&A, mail, telephone (CATI), face-to-face, group discussions, focus groups, ethnography, etc.

Market research analytics:Analytics based on retail audit measures, media or audience measurement, consumer or household panel measures DIY services, big data, predictive analytics (e.g. geo-localisation, traffic modelling, etc.), web analytics (e.g. content tracking, digital tracking, etc.), passive metering log file processing (e.g. modelling of consumer surveys), CRM analytics, text analytics and all advanced analytics provided by dedicated analytics bureaus.

Advisory services:Companies whose main business is not primary data collection, but which do offer insights advisory services, for example, Gartner Forrester, Mintel, Euromonitor, etc.

Pro-bono:Research provided free, without charge, for example, work conducted free of charge for NGO’s, charities, etc.

Domestic projects:Research projects with fieldwork conducted with research participants in your own country.

Multi-country studies:Research projects with fieldwork conducted with research participants in at least one country besides your own.

Domestic clients:Given the complexity and scope of certain projects, we define as “domestic” those invoices paid from the home country.

International clients:Given the complexity and scope of certain projects, we define as “international” those invoices paid from a different country

CLIENT TYPE:Clients are arranged according to the ISIC international classification of the industry but adapted to the particularities of the Market Research industry. The terms in brackets refer to the nomenclature used in the past. They include the following:

Manufacturing (consumer non-durables):Food, beverages and confectionery, tobacco products, OCT medicines, cosmetics and hygiene and Other consumer non-durables: textiles, wearing apparel, leather and related products, wood and of products of wood and cork except furniture, paper and paper products, printing and reproduction of recorded media, coke and refined petroleum products, rubber and plastics products.

Manufacturing (consumer durables):Basic metals, fabricated metal products except

Glossary of terms




machinery and equipment, computer, electronic and optical products, electrical equipment, machinery and equipment, furniture, repair and installation of machinery and equipment, other non-metallic mineral products and other manufacturing

Manufacturing (pharmaceutical):Pharmaceuticals, medicinal chemical and botanical products

Manufacturing (automotive):Motor vehicles, trailers and semi-trailers and other transport equipment

Utilities (electricity, gas, water and postal services):Whether public or privately owned

Wholesale and retail trade:Including oil

Information and communication (advertising):Publishing activities

Information and communication (telecommunications and ICT):Programming and broadcasting activities, telecommunications, computer programming, consultancy and related activities and information service activities

Information and communication (media and broadcasting):Motion picture, video and television programme production, sound recording and music publishing activities

Financial and insurance activities:Financial service activities, except insurance and pension funding, insurance, reinsurance and pension funding, except compulsory social security and activities auxiliary to financial service and insurance activities

Public administration (Government):Public administration and defence; compulsory social security

Non-profit and NGO’s:Includes international organisations such as the World Bank and the UN.

Education:Research institutes that may include foundations or universities, as well as dedicated advisory, economic or specialist institutes that are (usually) endowed for doing research.

Tourism, travel and recreation:Cultural activities, gambling and betting activities and sports activities, amusement and recreation activities

Other:Accommodation and food service activities, real estate activities, professional, scientific and technical activities, administrative and support service activities, transportation and storage, construction, water supply; sewerage, waste management and remediation activities, agriculture, forestry and fishing and mining and quarrying. This option may also be used when a country does not provide detailed breakdowns for certain types of categories and is prompted to aggregate them under this label.

QUANTITATIVE RESEARCH METHODS:Objective measurements and the statistical, mathematical, or numerical analysis of data collected through polls, questionnaires, and surveys, or by manipulating pre-existing statistical data using computational techniques. Quantitative research focuses on gathering numerical data and generalizing it across groups of people or to explain a particular phenomenon.

Mail:Respondents complete questionnaires on paper and return them via the mail.

Telephone CATI (including CATI to mobiles, i.e. a person-to-person interview):CATI is a telephone surveying technique in which the interviewer follows a script provided by a software application




Face-to-face (PAPI / CAPI / mobile assisted):PAPI, paper and pencil interview. CAPI, computer-assisted personal interviewing

Online quantitative research (including CASI: “Self-interviewing” and online panel):CASI is a technique for survey data collection in which the respondent uses a computer to complete the survey questionnaire without an interviewer administering it to the respondent.

Mobile / Smartphone quantitative research:Respondents reached via cell phone to participate in studies and/or participate in mobile phone surveys when connected to the Internet on their mobile device

Online traffic / audience measurement:Includes website measurement and social media monitoring. Audience measurement measures how many people are in an audience, usually in relation to radio listenership and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites.

Automated digital / electronic:Retail audits and media measurements, I.V.R. (interactive voice recording) interviews, as well as all location-based services

Other:Includes many syndicated services for which breakdowns are not available. This option may also be used when a country does not provide detailed breakdowns for certain types of categories and is prompted to aggregate them under this label.

QUALITATIVE RESEARCH METHODS:Research with stress on the socially constructed nature of reality, the intimate relationship between the researcher and what is studied, and the situational constraints that shape inquiry. Such researchers emphasize the value-laden nature of inquiry. They seek answers to questions that stress how social experience is created and given meaning.

F2F Group discussions / Focus groups:People from similar backgrounds or experiences to discuss a specific topic of interest.

In-depth face to face interviews:Direct, one-on-one engagement with individual participants.

Online Qual(online groups, discussions, bulletin boards):Participants can conduct interviews or log onto an Online Research community over a period of time

Mobile Qual(mobile ethno, mobile diaries, photo boards):Any type of research where moderators task and interact with respondents using mobiles or smartphones as the primary medium

Traditional Ethnography:Understand the consumer in terms of cultural trends, lifestyle factors, attitudes and how social context influences product selection and usage

Online research communities (incl. Blogging):Includes in-depth interviews and online ethnography

Other:Includes online observation techniques and semiotics for which breakdowns are not available. This option may also be used when a country does not provide detailed breakdowns for certain types of categories and is prompted to aggregate them under this label.




ANALYTICS RESEARCH METHODS:We refer to other types of data processing and analysis such as online analytics, consulting firm research, IT and telecommunications research, marketing reports and research, social media monitoring, social media and communities, web analytics, sample panel providers or survey software.

Online analytics:Includes analysis of data from all digital channels that includes websites. Data from search, display advertising, social, email, mobile etc. is included to provide a complete view of the digital marketing and customers. Eg. Adobe, Salesforce.com, SAS, Oracle, Epsilon

Consulting firm research:Market research vendors offering consulting services to advise on research methods used in developing and marketing products. Eg. Boston Consulting Group, McKinsey & Company, Accenture, Bain & Company, Deloitte Consulting

IT & telecommunications research:Eg. Gartner, Inc., International Data Corporation, Forrester Research, Inc., The 451 Group, I H S Markit

Marketing reports & research:IHS Markit, CoStar Group, Inc., Verisk (Wood Mackenzie), Ascential

Social media monitoring:Cision, Meltwater Group, Sprinklr, Salesforce (Radian 6), Hootsuite

Social media & communities:Facebook, Gerson Lehrman Group, LinkedIn Corporation (part of Microsoft), Twitter, Pinterest

Web analytics:The measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage.

Sample panel providers:Research Now, Survey Sampling International,

Toluna PLC, Lucid, CriticalMix

Survey software:Survey Monkey, Qualtrics, Vision Critical, Confirmit, Questback

Other:This option may be used when a country does not provide detailed breakdowns for certain types of categories and is prompted to aggregate them under this label.

RESEARCH DESIGN:Framework of methods and techniques chosen by a researcher to combine various components of research in a reasonably logical manner so that the research problem is efficiently handled.

Ad hoc research:Specifically designed to address a particular problem or issue

Omnibus surveys:A method of quantitative marketing research where data on a wide variety of subjects is collected during the same interview

Panel research (including consumer panels, television audience measurement, retail audits and other continuous and non-continuous panel research): A method for collecting data repeatedly, from a pre-recruited set of people

Other syndicated research:A research study which is conducted and funded by a market research firm but not for any specific client

Other continuous: (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.): undertaken to provide regular, ongoing data, information, and insights as opposed to ad hoc studies that are more project oriented and carried out at specific times for specific reasons




Other types of research:This option may be used when a country does not provide detailed breakdowns for certain types of categories and is prompted to aggregate them under this label.

RESEARCH PROJECT TYPE:The process used to collect information and data for the purpose of making business decisions.

Market Measurement:Syndicated or custom retail/consumer panel/surveys for market size and share, including online

Market Modelling:Includes market mix and media modelling

New Product/Service Development:Testing concepts, products, services, packaging, pricing, mix, etc. and volume forecasting

Advertising Pre-Testing (Copy):A specialised discipline of market research that evaluates the effectiveness of an advertisement based on consumer responses, feedback, and behaviour.

Advertising/Brand Tracking:In-market research that monitors a brand's performance including brand and advertising awareness, product trial and usage, and attitudes about the brand versus their competition.

Media Audience/Research:Viewing, listening, readership, including online and social media measurement

Employee/ Satisfaction:How satisfied or happy employees are with their jobs and their working environment

CRM Systems / Customer Satisfaction:Helps an organization to get an accurate and sharp feedback on their performance and through different customer opinions helps them to understand what customers feel about them

Mystery Shopping:Method used externally by market research companies, watchdog organizations, or internally by companies themselves to measure quality of service, or compliance with regulation, or to gather specific information about products and services

Omnibus/Shared Cost Surveys:Method of quantitative marketing research where data on a wide variety of subjects is collected during the same interview

Usage & Attitude Studies:Includes segmentation studies and motivational research

Opinion Research/Polling:Human research survey of public opinion from a particular sample

User Experience (Ux) research:The systematic investigation of users and their requirements, in order to add context and insight into the process of designing the user experience

Non-profit Research:The academic enterprise devoted to teaching and research on non-profit organizations and non-governmental organizations (NGOs), voluntary associations, voluntarism and voluntary action, philanthropy, civil society, and related activities

Business-to-Business Studies not included above:Types of studies that focus on business-related customers and decision-makers.

Other:This option may be used when a country does not provide detailed breakdowns for certain types of categories and is prompted to aggregate them under this label.



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