Global Market Research 2024 report
This set includes ESOMAR's annual Global Market Research report and a free copy of ESOMAR’s Global Research Software 2024, as the only global analysis of the size and characteristics of the market research, data, and analytics industry.
What can I find inside?
The Global Market Research 2024 report shows nuanced global growth of the industry after the high inflation and high interest rates observed through 2023. Globally, 2023 saw the insights industry expand by 8% from almost US$130 billion to US$142 billion. The report presents the breakdown of this turnover into its constituting sectors (market research, research software, and reporting) to delve into the specific characteristics of market research practices for each country.
More about this report
The Global Market Research 2024 report reviews the size and performance of the market research, research software, and reporting sectors of the insights industry with a detailed breakdown of the market research sector and its practices using data collected by national research associations, leading companies, independent analysts, and ESOMAR representatives from more than 110 countries and regions covering 80% of the global industry, and is complemented with ESOMAR’s 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.
Table of contents
- Global overview
This chapter offers insight on the behaviour of the insights industry for 2023, looking at the global overview of the three sectors of the insights industry – market research, research software and reporting sectors –, their segments and the main companies of the industry.
1.1. Global industry and sectoral overview
1.2. Global segmentation of the industry
1.3. Destination of multi-country projects
1.4. Global Top Insights Companies - Regional overview
This chapter presents the insights industry for 2023 regionally, includes commentary from selected countries, and identifies the largest markets globally for the insights industry as well as for the market research sector.
2.1 Regional insights industry
2.2 Largest countries
2.2.1 Insights industry
2.2.2 Market research
2.3 Regional profiles
2.3.1 Europe
Commentary by the UK, France, and Germany
2.3.2 North America
Commentary by the US and Canada
2.3.3 Asia Pacific
Commentary by China, Australia, and India
2.3.4 Latin America
Commentary by Mexico, Colombia, and Chile
2.3.5 Middle East and Africa
Commentary on each individual region - Why the demise of tracking cookies signals a win for market researchers
With the demise of third-party cookies underway, industry experts share their views on this “signal loss” and chip in on other available signals and the future of digital tracking of consumer behaviour. - Refining demographic metrics for accurate global research
A common framework for researchers to ask demographic questions will empower global researchers with up-to-date, best practice recommendations for use in multi-country research. - ESOMAR's Global Top 20 Market Research Companies
In this extract from ESOMAR’s Global Top Insights Companies publication, discover the underlying factors that keep the industry moving forward, and the key market research players who were spotted surfing the wave.
5.1. Overall sectoral growth
5.2. ESOMAR’s Global Top 20 Market Research Companies - The Lattice of Research Methods
Companies and methods rarely go hand in hand. The data required to tackle each research “problem” may be gathered through very diverse methods, and companies were never limited in their usage of them!
6.1. Quantitative and qualitative methods
6.2. Active and passive methods
6.3. Established and tech-enabled methods - Project goals and design
An overview of the trend of two areas of the insights business cycle: project types around the world, showing how the purpose of research projects has changed over time, and study design, showing how the different contractual arrangement between parties.
7.1. Project types – purpose for research
7.2. Study design – contractual scope - The sources of turnover
Clients decide the success and the fate of their providers. Their requests and requirements dictate which tools will be utilised for a given task. And their available budgets become the industry’s turnover.
8.1. Domestic/international clients
8.2. Type of client
8.2.1. Breakdown of consumer non-durables
8.3. Pro bono research - Survey data
Global, regional and national figures until 2023 - including 2024 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.
Methodology
9.1. Insights industry: Global turnover, growth
9.2. Market research: Regional and country data
9.3. Market research practices: detailed breakdowns
9.4. Origin and Types of Clients
9.5. Macroeconomic Data