Market Research Across Europe

Recently released figures from mainland Europe show that some parts of the European market research industry found 2009 to be a difficult year.

Market research revenues in Germany fell by 5% last year, according to figures provided by 151 German agencies to industry publication Context – the total revenue of those taking part amounting to €2.08 billion.

According to Context, fewer agencies agreed to provide figures for 2009 than did for 2008, probably because of disappointing results. Of the agencies that did take part, 54% reported a fall in revenue and 17% saw a rise.

In spite of staff cuts at many agencies, the total number of permanent employees in the German market research industry was actually up overall – yet revenue per employee was down for the third year running.

Meanwhile, in the Czech Republic, market research revenues were estimated to be down 4% last year, according to industry association Simar. Based on preliminary figures from 22 research agencies in the country, 2009 total revenue was put at Kc2.2 billion (£73.2 million).

Brighter news for 2010, though, with predictions that the industry will return to 2008 levels (Kc2.3 billion or £76.6 million). Most agencies surveyed expect their revenues this year to be the same or higher than they were in 2009.

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