Insights into the rise of multi-generational households and what this means for brand planners.
By Jaime Veiga Mateos & Joshua Saxon
Studies show that the average consumer is exposed to up to 10,000 brand messages a day. And as marketers are presented with more and more channels to reach their customers, that number is growing rapidly.
Confronting the crisis of the middle-sized market research firms
By Simon Chadwick
Between 2005 and 2015, the traditional market research industry posted a Cumulative Average Growth Rate of (CAGR) of 3.82%. Organically, the larger companies kept pace with a CAGR of 3.6%, feeding their actual (i.e. organic and non-organic) growth with a spate of acquisitions from the middle and smaller ranks of their competitors. Smaller firms (US$ 10 million – US$ 30 million annual revenues) saw an attrition rate in their ranks of one third over the decade, some being acquired but many selling off their assets in fire sales or purely closing down. Those left standing, however, did well, posting a CAGR of 4.33%.
Technological advances are giving researchers new tools with which to help their clients, but also fuelling fresh competition for insight budgets.
We talk to Didier Truchot, chairman and CEO of Ipsos, Gerhard Hausruckinger, speaker for the Management Board and Chief Commercial Officer at GfK, Mitch Barns, CEO of Nielsen and Travyn Rhall, CEO of Kantar Insights, about how the world of insights is adapting.
Capital investment in market research and analytics is shrinking overall but two areas will push growth
By Simon Chadwick
2015 saw a substantial decline in inward capital investment in the market research and analytics industry, and inflows again decelerated considerably in 2016, according to the Cambiar Capital Funding Index (CCFI).