Joaquim Bretcha and Finn Raben

ESOMAR APAC Conference – the rise of China

Posted by Ray Poynter, 28 May Last week’s ESOMAR APAC Conference in Macau was an amazing success with about 300 attendees and there is lots to report back, but I will start with the big message, China is shaping up to be one of the biggest forces in market research over the next few years. Indeed, at the end of my presentation on global research I made the prediction that over the next five years the MR turnover in China would double, making it the third largest market for MR, after USA and UK and ahead of Germany and France. The Rise of China and MROver the last decade, the Chinese economy has grown but it has also matured. As the market matures it becomes ever harder to sell products and services and marketing becomes ever more important, and all that competition and marketing leads to a demand for more market research. Globally one of the big changes in MR is the increase of non-traditional research, which mostly means digital research. In 2013 this non-traditional research accounted for 39% of all research spend, by 2017 this had increased to 46% and soon (perhaps already) 50% of every research dollar will […]