In November 2009 an international working group of experts undertook a review of research industry statistics around the world.
Contributors from Europe, Scandinavia, the USA, Asia and Latin America examined the collection of industry data at national and regional level with a view to achieving greater accuracy and consistency in ESOMAR’s annual Global Market Research report.
Because of concerns of several senior industry leaders about potential under measurement of the scale of the industry, particular attention was paid to scope. The key context was the definition of the boundaries, recognition of new players and trends, and the emergence of a “broader footprint” of providers of analysis, intelligence, and insight.
Although there must be a continuing recognition of the diversity of market characteristics and speed of development, equally a more consistent template for the compilation of industry statistics will emerge.