By Ray Poynter
Global market research is homogenising around online research, but online costs are dropping to levels that may require new models of doing business. This is one of the findings from this year’s ESOMAR Global Prices Study.
The Prices Study – an invaluable resource
Every two years, for the last 25 years, ESOMAR conducts a Global Prices Study, to benchmark the cost of research around the world. This year’s report is based on 636 responses, from 116 countries, representing over one-third of global market research, in terms of value. In this article we highlight some of the key findings from the report.
The falling cost of research
From 2014 to 2016 the cost of research declined in most countries for most modes (i.e. online, CATI, and face-to-face). In 2018, some of those declines have been halted and even reversed – but only for CATI and face-to-face. The price of online research continues to decline in most markets.
In 2010, the global median price of a simple online U&A study (e.g. simple study with no presentation), was (US)$14,000. In 2018 the global median price is just (US)$8,000. This change reflects raw prices, it does not take inflation and currency changes into account.
The Global Prices Study publishes a key markets’ figure, based on USA, UK, Germany, France and Japan (five developed markets that account for about three-quarters of all the research spend globally). In 2010, the key markets median price for this simple online U&A project was $27,000, in 2018 the median price for these five markets is just $9,000. This enormous change has some key implications, including:
- The price difference between the key markets and the rest of the world for online, simple projects is disappearing. This might make life harder for markets where low wages might have created advantages in the past.
- In high-wage economies, for example the key markets, these low prices are only viable with high levels of automation and standardisation. If prices fall much further it will imply almost no human input – and a very different business model.
If you’re an ESOMAR member you can read the full article in MyESOMAR in the digital copy of Research World. You can also download the full report here. If you’re not a member of ESOMAR you can join and receive a free copy of Research World 6 times a year or alternatively you can sign up for a subscription of the magazine in our publications store.
By Eric Singler
How the Collaboration of Design and Behavioural Economics, Created a Transformation Eco-Friendly Living Environment for the Future
Academic theory around behaviour economics has been explored, by thought leaders such as Richard Thaler and Cass Sunstein, authors of “Nudge”. But there are few examples of behavioural science being applied to create actionable impact in the design of a residential building.
The BVA Nudge Unit undertook a project to do just that. We set out to create the world’s first nudge building for the city of Paris. Here is the story.
The starting point: friendship and passion.
The Nudge building project began because of my friendship with Emmanuel Launiau.
I met Emmanuel 40 years ago when as kids we played football together. Emmanuel has since become president of OGIC – one of the biggest and most successful real estate companies in France, and I founded the BVA Nudge Unit.
Like me, Emmanuel was passionate about the practical applications of behavioural economics (BE), to influence design and construction of transformative buildings. We shared a vision that we could use these principles to transform the design of buildings, to encourage behaviours which could be good for residents, the community and the planet.
Our dream project: “Reinventing Paris”.
Our opportunity to realise this vision came through an amazing initiative by the mayor of Paris Anne Hidalgo called “Reinventing Paris”.
In 2015, Hidalgo announced a unique architectural competition. “We are launching this call for innovative urban projects to build what the Paris of tomorrow might be. We encourage the formation of teams consisting of original and unconventional groups in which all disciplines can be represented, reinventing our ways of living, working, exchanging and sharing in Paris. Surprise us by offering Parisians a new vision of their city, revealing new quarters with a wealth of possibilities.”
It was the ideal, large scale project that could give visibility to the application of BE and nudge principles in this new area of environmentally friendly design. We entered the competition using behavioural insights to serve three main goals:
- reinforce residents’ individual well-being in their specific apartments,
- encourage eco-friendly behaviours in individual and shared spaces
- reinforce community well-being within the building complex
We selected 1 of the 23 buildings which were part of the “Reinventing Paris competition: “Les Bains Douches Castagnary in Paris 15ème.”
If you’re an ESOMAR member you can read the full article in MyESOMAR in the digital copy of Research World. If you’re not a member of ESOMAR you can join and receive a free copy of Research World 6 times a year or alternatively you can sign up for a subscription of the magazine in our publications store.