Marketing Research

The Industry

Global Market Research Industry

Turnover grows to $ 39.1 billion (+3.2%, 0.7% after adjustment for inflation) All areas grew except for Europe and Middle East. Top 50 firms accounted for 48% of the global turnover
2011
Africa, $0.40 , 1%

Asia Pacific, $6.31 , 16%

Middle Latin East, America, $0.26 $1.94 , 5% , 1% Europe, $15.64 , 40%

North America, $14.52 , 37%

Global MR Industry
COMPANY Sales in million dollars 2012 Nielsen Company Kantar Group TNS, Millward Brown, BMRB, IMRB International and Ziment Group Ipsos GfK AG IMS Health Inc. Information Resources Inc. 5429.0 3339.6 2300.0 1946.9 775.0 763.8 2011 5353.0 3331.8 2495.0 1914.0 750.0 NA 2010 4958.0 3183.6 1,512.8 1,718.0 2211.6 NA

Arbitron Inc.
Source: Honomichl Report on Top 50

449.9

422.3

395.4

MR Industry in India A brief history

Vikram Sarabhai started Operations Research Group (ORG) in 60s primarily for FMCG retail sales tracking 70s and 80s saw IMRB, MODE and MARG In 1995, ORG and MARG merged to form the largest player ORG-MARG 90s also saw entry of ACNielsen, NFO, TNS, Synovate ACNielsen and ORG-MARG under same umbrella in 2000 to form the largest MR agency. Projected turnover FY 13 would be Rs. 350 crores After 2001, all international marketing agencies started entering India, the latest being Ipsos in 2008

TOP 5 MR Companies in India

2007
Market Size Rs. 500 crores
o o o o o ORG-MARG IMRB MODE NFO-MBL ACNielsen o o o o o

2012
Market Size = Rs. 1200 crores
The Nielsen Co. IMRB International Ipsos TNS GfK- MODE

The Indian Scene Retail Store Audit

Conducted by ACNielsen covering 124 FMCG, pharma and other products through a panel of retailers. Sample size was increased in 2006 and then in 2009 to 16,700 outlets. The audit was done only once in three years till 2009. This has been now changed to quarterly to cover 22,000 outlets spread over 462 cities and 1,427 villages. Modern trade given separate status effective 2012.

The Indian Scene Retail Store Audit

GfK Nielsen India covers the domain of:
o o o o Consumer electronics Telecom IT Small domestic appliances

It has increased the panel from 2,000 dealers to 5,000 in 2012 to cover large and small towns. For sim cards and mobile handsets it also covers villages This audit is criticised both by trade and manufacturers as being faulty.

The Indian Scene

IMRB International was established in 1971 and is now a part of the Kantar Group. Products include:
o Syndicated Research
Homemaker Bioscope Target Group Index A marketing, communication and planning tool National Food Survey on a bi-annual basis IMRB Kidscan STAR to cover small towns and rural ITOPS A half yearly track of the Indian PC, Networking and Software market

The Indian Scene

GfK Mode Main areas of research in India are:
o o o o o o o o Advertising pre-testing and post-testing Brand Assessment System Customer satisfaction Data warehousing Economic Outlook Healthcare Lifestyle research Media Research

Ipsos - India
Entered India in 2008 through a JV with Indica Research. Ipsos took over Synovate internationally in 2011 18 field offices with 288 research professionals. Turnover in FY 12 Rs. 140 crores.

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The Indian Scene

Hansa Research
o Established in 1983 by Mr. R K Swamy of R K Swamy BBDO o Offerings include:
India Readership Survey Started in 1995. Conducted jointly with MRUC. Now comes out quarterly on media and product usage BrandScan for brand tracking ACT Customer and Channel Satisfaction studies Empower Employee satisfaction studies Indian Outdoor Study jointly with MRUC

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Syndicated Services
Source Publisher Media Periodicity Information

Radio Audience Measurement

TAM Media Research

Radio

Weekly

Listenership Data by stations and quarter hour Place of listening

Indian Listenership Track Indian Outdoor Survey

MRUC

Radio

Quarterly

Listenership Data by stations Place of listening

MRUC

OOH

Na

Visibility Data through Visibility Index

I-Cube

IMRB International and IAMAI

Internet

Annual

Internet Usage Data: Internet Reach, Time Spent, Application

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Syndicated Services
Source Publisher Media
TV Press Radio

Periodicity

Information
Competitive Ad Spends: Media Expenditures by category, advertiser, brand, media vehicle and ad placement Readership data, Vehicle Readership, Media Usage, Demographics, Lifestyle, Penetration and Usage Viewership Data: Time Weighted TV Ratings, Share and Time spent by Channel, programme and ad spots Viewership Data: Time Weighted TV Ratings, Share and Time spent by Channel, programme and ad spots

TAM Adex

TAM Media Research

Weekly

Indian Readership Survey

MRUC

Press

Quarterly

TAM Media Express

TAM Media Research

TV

Weekly

aMap

Audience Measurement & Analytics

TV

Overnight

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