ESOMAR recently published the results of its eighth annual Global Prices Study 2010, which evaluates the pricing of different types of market research around the world.
One of the interesting points highlighted by the study – which was conducted among 100 countries – was the huge variety, not only of prices, but also of research methodologies favoured or employed in different geographies. For example, online research is not available in every market; similarly, face-to-face interviewing is not conducted everywhere.
However, one of the most notable findings from the perspective of B2B International, which researches markets worldwide from its offices in the UK, USA and China, was the fact that the USA topped the rankings as the most expensive market globally in which to conduct research.
Matthew Harrison, Director of our New York office, explains why the results of the survey did not come as a surprise to him:
Harrison, however, additionally points to a slightly more unusual contributor to the high prices associated with the US:
These facts aside, Harrison is keen to point out that while the actual price of research in the States may appear on the high side, the return on investment gained from good quality market research should never, ever be underestimated.
This entry was posted on Monday, July 12th, 2010 at 3:14 pm and is filed under Market Research, Market Research UK, Market Research USA, Matt Harrison, Return On Investment, Service. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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