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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

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Outlook of the Research Industry: A Global Perspective

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  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”

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