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Market Research & Public Opinion Polling in the UK: Market Research Report

Market Research • Market Size • Industry Statistics • Industry Analysis • Industry Trends

Market Research & Public Opinion Polling Market Research Report | SIC M73.200 | Jan 2017

Mixed response: Business confidence is low but public opinion polling is in high demand

IBISWorld’s Market Research & Public Opinion Polling market research report provides the latest industry statistics and industry trends, allowing you to identify the products and customers driving revenue growth and profitability. The industry report identifies the leading companies and offers strategic industry analysis of the key factors influencing the market.

Report Snapshot
Market Share of Companies
Dunnhumby Ltd Dunnhumby Ltd market share
WPP Group plc WPP Group plc market share
Industry Statistics & Market Size
Annual Growth 12-17
Annual Growth 17-22
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Industry Threats & Opportunities
  • The referendum result is expected to increase demand for public opinion polling services
  • There is a growing trend for contracted long-term studies that provide stable revenue in turbulent economic times
  • Demand for media research is projected to grow over the next five years as advertising activity increases
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Industry Analysis & Industry Trends

The industry has rebounded over the past five years. Improvements in business confidence and capital expenditure levels have stimulated demand, as firms have started to undertake expansion and innovation activity. Advertising activity has also gained momentum over the five years through 2016-17, triggering demand for media-related research. Widespread attention to the performance of the economy following the recession has fuelled demand for public opinion polling services. Growing demand for online and digital research services has also supported the industry. However, demand from the public sector weakened as the government struggled to cope with the burgeoning deficit. Industry revenue is estimated to increase at a compound annual rate of 3.4% over the five years through 2016-17... purchase to read more

Industry Report - Industry SWOT Analysis Chapter

The market for research and opinion polling services in the United Kingdom is largely saturated with industry services being widely accepted and used across all sectors of the economy. As a result, the Market Research and Public Opinion Polling industry is in the mature phase of the industry life cycle. Industry value-added, measuring the industry's contribution to the overall economy, is expected to grow at a compound annual rate of 2.5% over the 10 years through 2021-22. Meanwhile, the UK economy is forecast to grow at a compound annual rate of 2.3% over the same period. This indicates that the industry will account for a relatively stable share of the UK economy.

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Additional Insights for the Market Research & Public Opinion Polling Industry

IBISWorld identifies 250 Key Success Factors for a business.The most important for the Market Research & Public Opinion Polling Industry are

  • Ability to quickly adopt new technology
  • Having a loyal customer base
  • Development of a symbiotic relationship with another industry
  • IBISWorld analysts also discuss how external factors such as Business capital expenditure and Demand from advertising agencies in the Market Research & Public Opinion Polling industry impact industry performance... purchase to read more


    Industry ProductsRelated Reports

    What is the Market Research & Public Opinion Polling Industry?

    Market researchers investigate the behaviour, values and opinions of clients' target markets, providing insights that allow them to better tailor their products, services and marketing. The industry also includes public opinion polling on political, economic or social issues. The primary users of market research are businesses, the media and political figures or parties. Targets include potential customers, actual customers, voters and other businesses and organisations.

    Industry Products
    Consumer research Media and coverage measurement researchPublic opinion and election pollingBusiness-to-business research
    Industry Activities
    Conducting market researchMonitoring the mediaPublic opinion polling

    Table of Contents
    About this Industry
    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry at a Glance
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Industry Performance
    Executive Summary
    Key External Drivers
  • Business capital expenditure
  • Demand from advertising agencies
  • Business confidence index
  • Real household disposable income
  • Research and development expenditure
  • Current Performance
  • Demand expands
  • Industry changes
  • Margins improve
  • Chart: Revenue Growth
  • Industry Outlook
  • Mild growth
  • Overseas expansion
  • Margins improve
  • Table: Market Research & Public Opinion Polling Industry Revenue Outlook
  • Industry Life Cycle
  • Life cycle reasons
  • Chart: Benchmarking - Market Research & Public Opinion Polling Industry Lifecycle vs The Economy
  • Products & Markets
    Supply Chains
  • Key Buying Industries
  • Pharmaceutical Preparations Manufacturing
  • Communication Equipment Manufacturing
  • Supermarkets
  • Television Programming & Broadcasting
  • Advertising Agencies
  • Key Selling Industries
  • Estate Agents
  • Software Publishing
  • Telecommunications Resellers
  • Temporary-Employment Placement Agencies
  • Products & Services
  • Consumer research
  • Media and coverage measurement research
  • Public opinion and election polling
  • Other
  • Business-to-business research
  • Chart: Market Research & Public Opinion Polling Industry Products and Services Segmentation
  • Demand Determinants
    Major Markets
  • FMCG manufacturers
  • Media providers
  • Advertising agencies
  • Other
  • Pharmaceutical and health-care industries
  • Public sector
  • Financial service providers
  • Automotive manufacturers
  • Chart: Major Market Segmentation for the Market Research & Public Opinion Polling Industry
  • International Trade
    Business Locations
  • Chart: Business Locations by State
  • Competitive Landscape
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
  • Profit
  • Wages
  • Purchases
  • Subcontractors
  • Other
  • Chart: Cost Structure Benchmarking – Sector vs Market Research & Public Opinion Polling
  • Basis of Competition
    Barriers to Entry
  • Table: Barrier to Entry Checklist for the Market Research & Public Opinion Polling Industry
  • Industry Globalization
    Major Companies
    WPP plc
    Dunnhumby Ltd
  • Table: WPP plc - financial performance
  • Table: Dunnhumby Ltd - financial performance
  • Operating Conditions
    Capital Intensity
  • Chart: Level of Capital Intensity for the Market Research & Public Opinion Polling Industry
  • Chart: Tools of the Trade: Growth Strategies for Success
  • Technology & Systems
    Revenue Volatility
  • Chart: Volatility vs Industry Growth
  • Regulation & Policy
    Industry Assistance
    Key Statistics
  • Table: Industry Data for the Market Research & Public Opinion Polling Industry
  • Includes:
  • Industry Revenue (2008-2022)
  • Industry Gross Product (2008-2022)
  • Establishments (2008-2022)
  • Businesses (2008-2022)
  • Employment (2008-2022)
  • Wages (2008-2022)
  • Table: Annual Percentage Change for Key Industry Data
  • Table: Key Ratios for Industry Key Data
  • Jargon & Glossary
    Fast-Moving Consumer Goods (Fmcg)
  • Cheap products that consumers buy regularly. Examples include groceries and toiletries.
  • Focus Group
  • A type of qualitative research using a group of individuals to discuss a concept, product, service or advertisement.
  • Respondent Fatigue
  • A problem where respondents have participated in many surveys and are no longer willing or able to provide accurate responses.

  • Why Buy this Report?
    IBISWorld industry market research reports enable you to:
    • Find out about key industry trends
    • Identify threats and opportunities
    • Inform your decisions for marketing, strategy and planning
    • Quickly build competitive intelligence
    This report on Market Research & Public Opinion Polling:
    • Provides Market Size information to assist with planning and strategic decisions.
    • Includes the necessary information to perform SWOT, PEST and STEER analysis.
    • Helps you understand market dynamics to give you a deeper understanding of industry competition and the supply chain.
    • Analyses key performance and operational metrics so that you can benchmark against your own business, that of your customers’ businesses, or your competitors’ businesses.
    The Market Research & Public Opinion Polling market research report includes:
    • Historical data and analysis for the key drivers of this industry
    • A five-year forecast of the market and noted trends
    • Detailed research and segmentation for the main products and markets
    • An assessment of the competitive landscape and market shares for major companies
    • And of course, much more

    IBISWorld reports on thousands of industries around the world. Our clients rely on our information and data to stay up-to-date on industry trends across all industries. With this IBISWorld Industry Research Report on Market Research & Public Opinion Polling, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

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