Market research =

‘‘The science of data + the art of insight!’’

ESOMAR, LEADER IN MARKET
RESEARCH

With more than 4,900 members from over

130 countries.

ESOMAR's aim is to promote the value of

market and opinion research in illuminating
real issues and bringing about effective
decision-making.
 The worlds leading MR association
‘‘encouraging, advancing, elevating
marketing research’’

Future-proof
Relevant
4. Technology Innovative & “leading”
Fit for purpose
Current channels 3. Communications Membership
Next Gen
Native practices
Current practice
Adjacent sectors 2. Next Generation Students
Self-regulation

1. ICC/ESOMAR Code
Marketing research industry :

Global Market Research Turnover(US$m)

43,864
43,285
39,660
39,466
34,544

2010 2011 2012 2013 2014

Marketing research industry :

Global Market Research Turnover(US$b)

2.5 2.6
2.6 2.6 6.0 6.1
2.3 5.9 6.2
Others
5.2
16.0 16.2 Asia Pasific
16.3 15.7
13.2 Europe
North America
18.7 19.0
13.9 14.7 15.1

2010 2011 2012 2013 2014

Global Market Research Turnover(2014 %)

Asia Pasific, 14

Europe, 37
Latin America, 4

Africa, 0.9

North America, 43 Middle East, 0.7

 Marketing research industry :

African Market Research Turnover(US$m)

13 15 17 19
25 25 27 27
11 36 45 46 56
22 Sadec
35 59 67 73
48
80 Maghreb
East Africa

254
West Africa
219 249 235 222
South Africa

2010 2011 2012 2013 2014

 Marketing research industry

Market Research Turnover(US$m)/ Increase

43861 US$m 404 US$m 39 US$m

Globe 0.1%
Africa 2.6%
Kenya 23 %
MR Spend per Capita
• 81,21 US$ in UK – World Champion
• 0,92 US$ in Kenya

... untapped potential for Kenya

Internet penetration in Kenya : 74% (31,9 million internet users)

Mobile penetration in Kenya : 88% (37,8 million mobile phone users)

Mobile reseach : 12% in Kenya vs 3% globally

Qualitative Research : 29% in Kenya vs 17% globally

Global Market Research Turnover(2014 %)

37% of Global
Others, 49 Top 25 Companies, 51 Revenue come from
outside home country
 Selected Sales Growth Figures
2013 2014 Q3 2015

3.7 10.3 5

4.2 -5 -1 H1 figure

-5 -1.4 3.7

-4.1 -1.2 7 H1 figure

13 13 13

14 15 13

Source: Annual reports

Traditional Research : USD$ 43 Billion !!
+0.1% growth after inflation
Extended market : USD$ 65 Billion !!
“New research” growing fast !
 New Horizons

Mobile

Passive
Gamification
Measurement

Neuroscience Biometrics

Social Media Big Data

Source: GMI
Our old market research industry USP has disappeared

No longer the sole gatekeepers of information – but still the best curators

We now need to differentiate ourselves as master sense makers

and experts in behavioural insight

We must focus on being fantastic influencers, analysts & catalysts for change
New Marketing and Brand paradigm…

- Attract not sell

- Engage not preach
- Give not take
The measurement role of market research is being re-evaluated

The depth and actionability of insight is being questioned

Urgent need for strong citizen and customer insight leadership

Top 5 issues facing brand “MR”
1. Expectations of the insight industry are high – Big Data, Analytics
2. Agencies will need to avoid the commodity trap
3. Agencies will need to offer transformational benefit
4. ROI of customer insight teams will be under scrutiny
5. Customer centricity a proven “benefit”
Membership Reach
&
Influence