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Global Market Research 2021

ESOMAR's annual Global Market Research Report is the only global analysis of market research spend
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EUR 430.00
Members price : EUR 80.00
Hardcover + Digital (PDF)
EUR 440.00
Members price : EUR 80.00
Digital (PDF)
EUR 350.00
Members price : EUR 0.00

The 2021 Global Market Research report reviews the size and performance of the data, analytics and market research industry using data collected by national research associations, leading companies, independent analysts, as well as ESOMAR representatives. The regional and global estimates are furthermore contrasted through ESOMAR’s own independent size estimations. This report is widely used as a point of reference for business investment plans, growth opportunities, merger and acquisition preparation, research projects, academic theses, market studies and reports, as well as advertisements. This year's report includes the research turnover and growth data for more than 100 countries, world areas and regions with a close look at the behaviour through the pandemic in 2020, and the expectations of the industry for 2021. It also lies out the three main branches of the industry in a more comprehensive way, and presents the World’s Top-50 largest companies and the segments they are active in.


1.     Highlights

This chapter offers insight on the behaviour of the industry for 2020, looking at global, regional and local results and trends, and invites local associations to provide their commentary on the state of their industry.

1.1   The top line

1.2   Regional profiles

1.2.1      Europe

Commentary by the UK, France and Germany

1.2.2      North America

Commentary by the US and Canada

1.2.3      Asia Pacific

Commentary by India, Japan and Australia

1.2.4      Latin America

Commentary by Brazil, Mexico and Colombia

1.2.5      Africa and, Middle East

Commentary by South Africa, Nigeria, Kenya and Israel


2.     Global Trends

This chapter explores the trends in global data, and looks at the main markets for the Insights Industry, looks at changes in methodologies, and offers a view on the destination of international projects

2.1  Five largest markets

2.2  Spend by research method - the lattice of research

Quantitative/Qualitative, Established/Tech-enabled, Active/Passive

2.3  Global Composition of the tech-enabled industry

Overview of the main segments that compose the “expanded” industry

2.4  Destination of multi-country projects

3.     Soul search: What kind of world has the pandemic left us with?

As we are entering the post-pandemic reality, it is very clear that consumer behaviour, trust in politics, personal preferences, and lifestyle habits have changed. So, what does the ‘new normal’ look like? It’s up to the insights experts to identify the changes and help map the future.

3.1  Consumer behaviour and the impact of the pandemic

3.2  The Insights Industry and its guiding role

3.3  The media sector and audience perception

3.4  Political confidence and the role of governments

3.5  The future of the profession

4.     Climate crisis: Using data and insight to tackle problems for the planet

The pressure on businesses, governments and consumers to confront climate change is intensifying, as evidence gathers weight about the impact of failing to do enough. No longer is environmental protection seen as a fringe concern, or one that will affect “generations to come” – but one that businesses are obliged to address urgently. Calls for action are gathering on a range of fronts, and the choices businesses face as a result need to be made not just in the long term, but right now..

5.     Using insights to navigate chaos: the Beirut explosion

“When I think about the explosion, it’s the most horrible thing to have happened to Lebanon. Such death and destruction. But I also think about hope and love and compassion – friends that stand with each other and support one another.”

6.     ESOMAR'S Insights Market Development Index 2021

ESOMAR has ranked the world’s countries according to their development of the Insights Industry, using its Insights Market Development Index (IMDI). The IMDI is, to our knowledge, the only exercise in the world that systematically assesses several industry variables for each country to provide a comparable measure of the evolution of our sector across all of the countries measured. This article presents a summary of the findings.

7.     ESOMAR's Global Top-50 Insights Companies

ESOMAR presents what is, perhaps, the most colourful picture yet created of the complex landscape of the insights industry: a portrayal that aims at including companies that until now would have been considered unrelated to the sector. This year, ESOMAR's new Global Top-50 listing includes the segment that the companies belong to, so that the reader is able to understand their link to the wider insights and data services sector.

7.1  Saved by technology?
7.2  The ranking in perspective

8.     Industry Journal

An overview of the activity of the industry along the course of 2020 until today, showing the main highlights on Mergers, Acquisitions and Sales, Company Developments, Standards and Government Affairs and other noteworthy news.

9.     Survey data

Notes on methodology, followed by the global, regional and national figures until 2020 - including 2021 projections - growth rates, subcontracting levels, comparison with advertising spend, number of employees in the sector and spend by the components that make up data gathering - methodologies, project types, research designs - as well as origin and types of clients - including pro bono research -, ending with the macroeconomic data used in the model.

9.1  Turnover, Growth and Historical Data
9.2  Regional and Country Data
9.3  Data Gathering
9.4  Origin and Types of Clients
9.5  Macroeconomic Data

Economic Trends
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