ESOMAR Global Market Research Study 2010
Since it began publishing annual industry reports, the year 2009 was the first time that ESOMAR recorded a global industry decline. Compared to the previous year, the market research industry shrank by 4.6%. The least affected region was Asia Pacific, with a moderate decline of 2.2%; while Europe recorded a massive 5.9% loss.
At first glance, the Middle East and Africa region appears to have been the worst affected with a decline of 10.2% against the previous year. Actually, however, there are many positive developments in the Africa region to qualify that negative first impression.
On the global scale, Africa remains a minor player in the market research industry, with a market size of 265 million in 2009, which accounts for less than 1% of the global industry (28.9 billion).
Developments in Africa
The ESOMAR Industry report covers only a handful of African markets; country data are available for only South Africa and Nigeria. So, it is important to bear in mind that ESOMAR coverage of Africa remains fragmentary at best.