1 / 15

Outlook of the Research Industry: A Global Perspective

Outlook of the Research Industry: A Global Perspective. Kun Lee ∙ U-Seok Seo. Department of Urban Sociology University of Seoul. Contents. Global market trends Growth of market research Market consolidation Off-shoring and outsourcing Quality standards Legislative restriction

kalil
Télécharger la présentation

Outlook of the Research Industry: A Global Perspective

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Outlook of the Research Industry: A Global Perspective Kun Lee ∙ U-Seok Seo Department of Urban Sociology University of Seoul

  2. Contents • Global market trends • Growth of market research • Market consolidation • Off-shoring and outsourcing • Quality standards • Legislative restriction • Enhancing the value perception of market research • Methodology • Growth of qualitative research • Growth of online research • Business models • Developing the skills of market research

  3. Global market trends • Global & regional turnover 2005 (net growth rate on 2004)

  4. Growth per region 2002-2005 • Net growth – adjusted for inflation (%)

  5. Price index • outcomes: 2003 and 2005

  6. Market consolidation • Market share of top 10 companies • 88 acquisitions took place during 2005 • consolidation, split, reconstitution

  7. Off-shoring and outsourcing • Functions for outsourcing • Established opportunities • Data processing / Survey programming / Data delivery tools / CATI • Rapidly evolving opportunities • Reporting / Charting and Graphs / Panel Management and Interaction / Reporting Automation / Analytics • Destination countries • India, China, Eastern European countries • Advantages • Focusing on core operations and value added activities • Reduction of operational costs • Ex: Outsourcing to India reducing costs 30-40% • Problem • Lack of the cultural sensitivity

  8. Qualitative standards • Background for the introduction of the qualitative standards • Legislative restriction • restrict the freedom to conduct research • not differentiate from commercial activities • Skeptic over data quality • Efforts for the self-regulation • Alliance for Research in Brussels : protect research from restrictive EU legislation • CASRO (Council of American Survey Research Organizations) and CMOR (Council for Marketing and Opinion Research) in US • World Industry Network : RELAS (Research Leaders Summit) and WIN (World Industry Network)

  9. 1974 Netherlands: “Your Opinion Counts” 1976 UK: Interviewer Control Scheme (ICS) 1995 UK: Market Research Quality Standard (MRQS) 1997 UK: BSI 7911 1998-2000 Spain, Japan, Germany, others: Local Standards 1999 European Trade Association Standard (EFAMRO) 2002-2005 ISO specification and drafting 2006 ISO 20252 ratification Brief history of ISO 20252

  10. ISO/FDIS 20252 Market, opinion and social research – Vocabulary and service requirements • ISO standard for market research follows the standard project lifecycle • The standard was developed by a technical committee consisting of representatives from 30 nations (Japan, Korea, UK, France, Germany…). • Scope • Terms and definitions • Quality management system requirements • Managing the executive elements of research • Data collection • Data management and processing • Report on research projects • KOSOMAR is also trying to establish the Korean Standard for market and opinion research services.

  11. Research methods: Quantitative vs. Qualitative • The qualitative data will be increasingly more important. • Fall in response rates • Mistrust in the data collection processes • Development of technology (answer phone, caller ID, block emails) • Increase of passive data collection

  12. Growth of On-Line Research • The increase in spend on online research slowed during 2005, but online research is expected to be more popular • Quickly and at low cost • In US 30% of ad hoc/custom research is done online • In Australia the most commonly used method is online • Problem : Increase of DIY Research • ESOMAR’s guideline for online research

  13. New Demands for market and opinion research • Needs to demonstrate returns on investment • Insights about emerging market consumers • IT firms, a new client base • Competition increases the needs for market research • Many kinds of social unrest increases the needs for opinion research • Competitive intelligence research

  14. New Business Models • Converging business models • More and more combination of market research and consultancy • More integration into the bigger process of decision making • Market research is a small part of the total information flow • Integrating the MR outputs with other kinds of information • Faster and more flexible methodologies • To meet the pace of business and decision making processes • Focusing more and more on specific market segments • To offer a broad range of services • Sector experience and knowledge are increasingly important

  15. Opinion survey over social issues • Increase of social problems • Globalization, rapid social changes, increase of ethnic conflicts • “Riots are good for business” • Do not underestimate the demands for survey over social issues • “Voice of People” by Gallup • Interviews in 65 countries represent more than 1.3 billion citizens • High attention at the World Economic Forum (a.k.a. Davos Forum) • “The survey is good for market research”

More Related