Reading time: 6 mins Jo Bowman New horizons, fresh challenges. Fast-growing emerging markets buoyed the global market research industry and countered losses and sluggish performances elsewhere in As always, the report is packed with industry data and analysis of the hottest growth markets, the fastest-growing companies and the most significant mergers and acquisitions. It also features interviews with respected industry figures, both research suppliers and client-side executives, on how the business is dealing with change — and what remains to be done if research is to keep pace with the increasingly mobile, data-driven world. Western European economies continue to flatline, while the US appears to be on track for growth in the year ahead.
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ESOMAR has also issued guidelines on specific aspects of market, social and opinion research such as online research , social media research and research via mobile phone.
Can researchers access content within private areas on social media sites? Researchers must observe great sensitivity interacting with people in private spaces and if this needs to be done, they must observe the recommendations of the guidelines on consent and notification. For more details, go to the Social Media Research Guidelines. Can we send unsolicited e-mails to recruit respondents for research purposes?
Researchers need to verify that individuals contacted by e-mail have a reasonable expectation that they will receive a contact for research. This means that all of the following conditions must exist: A substantive pre-existing relationship exists between the individuals contacted and the research organisation, the client or the list owners providing sample for the research; Individuals have a reasonable expectation, based on the pre-existing relationship, that they may be contacted for research; Individuals are offered the choice to be removed from future electronic contact in each invitation in a clear and distinct way and this must be free of charge and easy to implement; The invitation list excludes all indinviduals who have previously taken the appropriate and timely steps to request the list owner to remove them.
For more details, go to the Online Research Guidelines. Can we share identifiable quotes from social media sites with our clients? This is reflected in the Guideline on Social Media Research. If it is impossible to get permission, the information must be filtered to remove personal identifiers if the data collection process is automated or masked or cloaked so that the individual cannot be identified. Particular care is needed to anonymise comments on sensitive areas.
Can we share respondent photos or videos from social media with our clients? If the data collected includes images of identifiable people, researchers either need consent from the poster to share these with the client, or they must apply techniques such as pixilation of faces.
They should however keep in mind that in some cases, this might not be sufficient to anonymise the images in some B2B contexts or when researching very small groups and they should then refrain from sharing the photos or videos.
Do the same rules for online research also apply to interactive mobile devices? Yes, the same requirements for contacting people, security and downloads apply. Researchers must also take into consideration additional issues such as how to deal with potential costs to the respondents, appropriate designs for smaller screens and how to handle location data.
How do I find out how the law applies in a specific country? ESOMAR can provide some guidance on the rules regulating research in different countries but for details, contact the national association in the specific country. How long should a research company keep records? In the absence of any agreement to the contrary, in the case of ad hoc surveys the normal period for primary field records e.
The research service provider and the client can agree on a longer or shorter retention period. This agreement shall be documented. If the research is later repeated, or further research is later carried out within the same project, the storage period shall be said to begin upon conclusion of the entire research project. If the contact list is provided by the client, can a researcher tell the client which people did not participate in the survey so the client can encourage people to respond?
The distinction between market research and other data collection activities would be blurred since the research is in effect a joint effort between the researcher and the client. However, should the client wish to encourage people to respond they could send a general message to everyone on the list referring to the survey and research company, noting that some people might have already responded.
The normal approach is for the researcher to contact the individuals and remind them that they are invited to complete the questionnaire. Must researchers obtain consent to collect social media data for research purposes when people post their views on websites which are open to the public?
Some people who post comments on social media sites might not mind that their remarks are collected and shared but others might take an opposite view. The Guideline on Passive Observation to which this type of research is most akin states "The things that people are observed doing in a public place cannot be regarded as private or inaccessible to a researcher" and "There may be instances in public places where informed consent from individuals is impossible to achieve.
In those cases public notice should be given about the data collection i. CCTV operation". This was written to guide researchers observing behaviour in physical spaces, but the same principles should apply to observation on social platforms.
They must avoid asking children and young people questions on topics generally regarded as sensitive and in any case handle this with extreme care. This may mean that certain types of surveys should not be undertaken. They must also avoid collecting personal information relating to other people for example, parents from children. In the online environment, researchers will need to use special procedures to secure the permission of a parent before carrying out an interview with children.
If this screening leads to the decision that a child does qualify for interview, parental consent must then be sought to continue with the interview. My client wants to observe a group discussion. Is this allowed? Some clients may wish to observe an interview or group discussion for quality control purposes or to gain a better understanding of the research findings.
Esomar Global Market Research Report 2013
Consultancies such as Gartner, Forrester Research, Mintel, International Data Corporation, and Euromonitor were included, with adjusted turnover figures for and The addition of this new sector includes Gartner in the list of the top five market research companies, debuting in fifth place, only surpassed by GfK, Ipsos, Kantar and Nielsen. Overall, strong-performing markets in Asia-Pacific, Africa, and Latin America were responsible for maintaining growth globally in , countering losses and sluggish performances elsewhere. Europe saw 21 markets decline as the eurozone continued to struggle. Germany, however, continued to buck the trend, recording positive growth of 5. The North American research market recorded a third successive year of growth, although net growth slipped to 0.
ESOMAR Global Market Research Report
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