Pole position: Rising advertising activity should help revenue to grow over the next five years

The industry has grown marginally over the past five years. Weak business confidence in the latter part of the five-year period has hampered demand for industry services. However, advertising activity has gained momentum over the past five years, supporting revenue growth. Widespread attention to the performance of the economy following the recession has fuelled demand for public opinion polling services. Growing demand for online and digital research services has also supported the industry. However, demand from the public sector weakened as the government struggled to cope with the deficit. Industry revenue is expected to increase at a compound annual rate of 0.2% over the five years through 2018-19.In 2018-19, revenue is projected to grow by 0.2% to £4.1 billion...read more.

Industry Statistics & Market Size
Revenue
£4.1bn
Annual Growth 14-19
0.2%
Forecast Growth 19-24
Profit
Employment
44,425
Businesses
3,297
Market Share of Companies

Industry Threats & Opportunities

  • Weak demand from the public sector has limited revenue growth over the past five years
  • Those firms that have adopted online research techniques have gained a competitive advantage
  • Improving business confidence in the latter half of the period is expected to support revenue growth
  • Industry Report - Industry Analysis Chapter

    The Market Research and Public Opinion Polling industry has marginally grown over the past five years. This can be attributed to growing business capital expenditure over the past five years, which contributed to an increase in demand for market research services as businesses focused on expanding their operations. Additionally, increased demand for advertising agencies and public opinion and election polling, due to the EU referendum and the snap general election, also supported demand.However, demand for research services from the public sector weakened due to pressure on public-sector spending. Add...purchase to read more.

    Additional Insights for the Market Research & Public Opinion Polling Industry

    IBISWorld identifies 250 Key Success Factors for a business.The most important for the Market Research & Public Opinion Polling Industry are

  • Ability to quickly adopt new technology
  • Having a loyal customer base
  • Development of a symbiotic relationship with another industry
  • IBISWorld analysts also discuss how external factors such as Business capital expenditure and Demand from advertising agencies in the Market Research & Public Opinion Polling industry impact industry performance..

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    What's in this report

    What is the Market Research & Public Opinion Polling Industry?

    Market researchers investigate the behaviour, values and opinions of clients’ target markets, providing insights that allow them to better tailor their products, services and marketing. The industry also includes public opinion polling on political, economic or social issues. The primary users of market research are businesses, the media and political figures or parties. Targets include potential customers, actual customers, voters and other businesses and organisations.

    Industry Products
  • Consumer research
  • Media and coverage measurement research
  • Public opinion and election polling
  • Business-to-business research
  • Industry Activities
  • Conducting market research
  • Monitoring the media
  • Public opinion polling
  • Table of Contents

    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Executive Summary
    Key External Drivers
  • Business capital expenditure
  • Demand from advertising agencies
  • Business confidence index
  • Real household disposable income
  • Research and development expenditure

  • Current Performance
  • Demand conditions
  • Industry changes
  • Margins improve
  • Chart: Revenue Growth

  • Industry Outlook
  • Slow start
  • Overseas expansion
  • Margins improve
  • Table: Market Research & Public Opinion Polling Industry Revenue Outlook

  • Industry Life Cycle
  • Life cycle reasons
  • Chart: Benchmarking - Market Research & Public Opinion Polling Industry Lifecycle vs The Economy

  • Supply Chains
    Key Buying Industries
  • Pharmaceutical Preparations Manufacturing
  • Communication Equipment Manufacturing
  • Supermarkets
  • Television Programming & Broadcasting
  • Advertising Agencies

  • Key Selling Industries
  • Estate Agents
  • Software Publishing
  • Telecommunications Resellers
  • Temporary-Employment Placement Agencies

  • Products & Services
  • Consumer research
  • Media and coverage measurement research
  • Public opinion and election polling
  • Other
  • Business-to-business research
  • Chart: Market Research & Public Opinion Polling Industry Products and Services Segmentation

  • Demand Determinants
    Major Markets
  • FMCG manufacturers
  • Media providers
  • Advertising agencies
  • Other
  • Pharmaceutical and health-care industries
  • Public sector
  • Financial service providers
  • Automotive manufacturers
  • Chart: Major Market Segmentation for the Market Research & Public Opinion Polling Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
    ProfitWagesPurchasesSubcontractorsOther
  • Chart: Cost Structure Benchmarking – Sector vs Market Research & Public Opinion Polling

  • Basis of Competition
    Internal competitionExternal competition
    Barriers to Entry
  • Table: Barrier to Entry Checklist for the Market Research & Public Opinion Polling Industry

  • Industry Globalization
    WPP plc, Dunnhumby Ltd,
  • Table: WPP plc - financial performance
  • Table: Dunnhumby Ltd - financial performance

  • Capital Intensity
  • Chart: Level of Capital Intensity for the Market Research & Public Opinion Polling Industry
  • Chart: Tools of the Trade: Growth Strategies for Success

  • Technology & Systems
    Revenue Volatility
  • Chart: Volatility vs Industry Growth

  • Regulation & Policy
    Industry Assistance
    Table: Industry Data for the Market Research & Public Opinion Polling Industry
    Includes:
  • Industry Revenue (2010-2024)
  • Industry Gross Product (2010-2024)
  • Establishments (2010-2024)
  • Businesses (2010-2024)
  • Employment (2010-2024)
  • Wages (2010-2024)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    Fast-Moving Consumer Goods (Fmcg)
  • Cheap products that consumers buy regularly. Examples include groceries and toiletries.
  • Focus Group
  • A type of qualitative research using a group of individuals to discuss a concept, product, service or advertisement.
  • Respondent Fatigue
  • A problem where respondents have participated in many surveys and are no longer willing or able to provide accurate responses.
  • What Our Customers Say

    Why buy this report?

    IBISWorld’s Market Research & Public Opinion Polling market research report offers insightful industry analysis and research into the market at the national level. IBISWorld’s in-depth industry market research is presented in a logical and consistent format. The industry report contains key industry statistics, market size, industry trends, and growth and profit forecasts for a 5-year outlook period.

    IBISWorld industry market research reports enable you to:
    • Find out about key industry trends
    • Identify threats and opportunities
    • Inform your decisions for marketing, strategy and planning
    • Quickly build competitive intelligence
    This report on Market Research & Public Opinion Polling:
    • Provides Market Size information to assist with planning and strategic decisions.
    • Includes the necessary information to perform SWOT, PEST and STEER analysis.
    • Helps you understand market dynamics to give you a deeper understanding industry competition and the supply chain.
    • Analyses key performance and operational metrics so that you can benchmark against your own business, that of your customers’ businesses, or your competitors’ businesses.
    The Market Research & Public Opinion Polling market research report includes:
    • Historical data and analysis for the key drivers of this industry
    • A five-year forecast of the market and noted trends
    • Detailed research and segmentation for the main products and markets
    • An assessment of the competitive landscape and market shares for major companies
    • And of course, much more

    IBISWorld reports on thousands of industries around the world. Our clients rely on our information and data to stay up-to-date on industry trends across all industries. With this IBISWorld Industry Research Report on Market Research & Public Opinion Polling, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

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