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Market Research & Polling Services

  • ID: 1052371
  • Report
  • Region: United States
  • 10 pages
  • First Research
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Brief Excerpt from Industry Overview Chapter:

Companies in this industry gather, record, tabulate, and present marketing and public opinion data. Major companies include Gallup, Gartner, Forrester Research, and Westat (all based in the US); Nielsen and Kantar (both in the UK); as well as Gfk (Germany), Ipsos (France), and INTAGE (Japan).

Competitive Landscape
Demand is driven primarily by the health of the economy and corporate profits. The profitability of individual companies depends on managing costs and maintaining a steady flow of work. Large companies have advantages in providing a variety of research and ancillary services to large customers, and in achieving economies of scale in marketing and computerized operations. Small companies can compete successfully by specializing in a research methodology or in emerging niche knowledge areas. The US industry is concentrated: the top 50 companies generate about 55% of industry revenue.

Products, Operations & Technology

Major services are marketing research, which accounts for about 90% of industry revenue, and public opinion polling. Other services include media monitoring and analytic services. Many research firms specialize in 1) a discipline, such as customer satisfaction, human resources, or advertising tracking; 2) an industry segment, such as technology or pharmaceuticals; or 3) marketing services, such as focus groups, polling, or psychographics.
Note: Product cover images may vary from those shown
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  • Industry Overview
  • Quarterly Industry Update
  • Business Challenges
  • Business Trends
  • Industry Opportunities
  • Call Preparation Questions
  • Financial Information
  • Industry Forecast
  • Web Links and Acronyms
Note: Product cover images may vary from those shown
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