The state of market research in 2019

TangramPosted by Ray Poynter, 15 March 2019


Here are six presentations (recordings and slides) from last week’s Festival of #NeWMR. All six focus on a key aspect of market research in 2019.

2 thoughts on “The state of market research in 2019

  1. Thanks for sharing this great content

    Do you have any information about why the market for market research is smaller in Asia than in Europe and North America

    Why is the market smaller?
    Is this going to change?
    If so, Why?
    If not, why not?
    When?

    Thank you

    1. The main determinant of high MR spend is high advertising spend. High advertising spend is associated with a) high income per capita (e.g. USA and Singapore), b) mature capitalistic markets, and c) large absolute national income figures. China and Inda have a large total income, but the per capita amounts are much smaller than in Western Europe and North America.

      Is this going to change? Only slowly. Even when the per captia incomes increase in China, it still has a long way to go. The USA has a per capita income of $60,000, China has $17,000. The markets need time as well as money to reach the same levels of marketing spend, and marketing spend drives higher market research spend.

      Will Asia grow? Yes, will the MR market in Asia grow faster than the market in North America? Not necessarily in the next ten years.

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