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MARKET RESEARCH IN SPAIN, ABOVE THE WORLD AVERAGE

Arpo Market Research in Spain

Posted 22nd February 2019.

Market research is in good health in Spain. This is demonstrated by the Study on the Industry of Market Studies in Spain, which is prepared annually by AEDEMO and ANEIMO. According to the data, Spain is above world net growth. What is the data on investment in the sector in our country?

STATUS OF MARKET RESEARCH WORLDWIDE
The total worldwide turnover of the market research sector in 2017 was $ 45,829 million. According to the data collected worldwide by ESOMAR, the overall net growth was 1 %. Of the five world regions, the USA and Europe move 75% of the world’s research. However, while in 2018 US it grows 1.6%, Europe decreases by 0.7%. But despite the different growth behaviors, none of the regions has exceeded 3% net.
…AND IN SPAIN?
2018 has been a satisfactory year for the market research sector in Spain. The net growth, according to data from ANEIMO and AEDEMO, reached 3%, ranking above the global net growth

The market research moves around 506,078,000 €. in Spain. Regarding the geographical location of clients, 77.6% corresponds to clients in Spain, highlighting those of Madrid with 46% (+0.1), followed by customers from Catalonia (18.3%, +0.2 ). Customers outside of Spain account for 22.3%.

According to the data, the research shows that Spain is a service country, since more than 50% of the total research is carried out for clients of the Services industry (51.2% compared to 42% worldwide). 35.1% corresponds to the demand for research by the Manufactured Industry.

Considering the applied research method, quantitative research represents 84.6 %, which shows to follow the global parameters: 81% worldwide (+10 pp). By research design, Ad hoc (41%) and Panel Research (40%) remain leaders. The increase in research by telephone stands out (16%, +2.5), a trend that is also seen globally (from 8% of the total to 14%).

WHAT ARE THE EXPECTATIONS FOR 2019?
In the X Meeting: Research in Analysis, jointly convened by AEDEMO, ANEIMO and ESOMAR, the future of the Market Research sector has been discussed. Globally, 58% of countries are betting on another year of growth, with only 15% of those who have a negative view of results. In the case of Spain, the numbers are expected to continue increasing, albeit at a slower pace.

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