As ESOMAR marks its 70th anniversary, we are using our annual appraisal of the industry’s performance to look behind the headline growth figures at the forces that have shaped – and are shaping – both the work we do and the reasons we do it.
The GMR shows that global market research revenue grew by 1.8% in 2016, taking total global turnover to US$45.442 billion.
By Wale Omiyale, SVP of Market Research, Confirmit
With over 3.8 billion people online – that’s 50% of the world’s population – it’s no surprise that digital interactions are a normal way of life for many of us. For Market Researchers, what’s most interesting is how the connected population is actually using the internet. It spans every aspect of our lives from entertainment and shopping, to work, learning, and our day-to-day social activity.
By Freya Vinten
In the final article of this series, we consider trust and the consumer need for credibility from brands – especially when faced with choice, or when making decisions. We explore how the information age has tipped power away from organisations into the hands of the consumer, and placed brands under the spotlight heightening the importance of filtered, relevant, and reliable information.