Good trends: Rising corporate profit will result in revenue growth

The Market Research industry in Canada consists of companies that gather, analyze and present data on public opinions and consumer behaviour and attitudes. Over the five years to 2018, the industry exhibited modest growth, in large part driven by an improving economy and rising consumer confidence in Canada. As corporations experienced upticks in their bottom lines, they have sought the expertise of market research companies to expand operations and revamp their product and service offerings. As the industry expanded over the past five years, industry operators benefited from rising profit margins due to the advent of high-margin services and the value of increasingly complex data analysis...read more.

Industry Statistics & Market Size
Revenue
$849m
Annual Growth 13-18
2.2%
Forecast Growth 18-23
Profit
Employment
5,476
Businesses
2,196

Industry Threats & Opportunities

  • As consumers become more optimistic about the economy, demand has intensified
  • Expansion of online mediums gives operators innovative ways to study consumer opinions
  • The consumer landscape is rapidly changing
  • Industry Report - Industry Key Buyers Chapter

    The Market Research industry in Canada exhibits a low level of market share concentration, with the top four players accounting for 38.6% of industry revenue in 2018. The majority of the industry largely comprises small companies and has grown increasingly fragmented over the five years to 2018. Industry growth has also facilitated a rise in the number of small companies entering the industry during the period. Despite being highly fragmented, the three largest companies in the industry are significantly larger than the remaining companies in the industry. Nielsen Holdings and WPP LLC both operate in several industries globally and have expanded during the period through merger and acquisition activity. Ind...purchase to read more.

    Additional Insights for the Market Research Industry

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

  • Ability to quickly adopt newt technology
  • Access to multiskilled and flexible workforce
  • Provisions of a related range of services
  • IBISWorld analysts also discuss how external factors such as Consumer Confidence Index and Corporate profit in the Market Research industry impact industry performance..

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    What's in this report

    What is the Market Research Industry?

    This industry comprises establishments that systematically gather, record, tabulate and present marketing and public opinion data. Examples of industry-related services include political polling, sampling and statistical services, broadcast media ratings and market analysis. Operators that conduct experimental or scientific research in fields such as economics or engineering are not included in this industry.

    Industry Products
  • Market research by phone
  • Online quantitative research services
  • Mobile and smartphone online quantitative research services
  • Online traffic and audience measurement services
  • Automated digital and electronic research services
  • Group discussions and focus groups
  • Online research community services
  • Other research methods
  • Industry Activities
  • Broadcast media rating
  • Marketing analysis or research
  • Opinion research
  • Political opinion polling
  • Public opinion polling
  • Statistical sampling
  • Table of Contents

    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Executive Summary
    Key External Drivers
  • Consumer Confidence Index
  • Corporate profit
  • Research and development expenditure
  • Total advertising expenditure

  • Current Performance
  • Fluctuating fundamentals
  • Growth opportunities
  • Fragmentation and improving profit
  • Chart: Revenue Growth

  • Industry Outlook
  • Favourable operating conditions
  • Innovation and new opportunities
  • Table: Market Research Industry Revenue Outlook

  • Industry Life Cycle
  • Life cycle reasons
  • Chart: Benchmarking - Market Research Industry Lifecycle vs The Economy

  • Supply Chains
    Key Buying Industries
  • Brand-Name Pharmaceutical Manufacturing in Canada
  • Generic Pharmaceutical Manufacturing in Canada
  • Car & Automobile Manufacturing in Canada
  • Newspaper Publishing in Canada
  • TV Broadcasting in Canada
  • Management Consulting in Canada
  • Advertising Agencies in Canada

  • Key Selling Industries
  • Data Processing & Hosting Services in Canada
  • Property Management in Canada
  • Wired Telecommunications Carriers in Canada

  • Products & Services
  • Online quantitative research services
  • Automated digital and electronic research services
  • Other research methods
  • Online traffic and audience measurement services
  • Online research community services
  • Mobile and smartphone online quantitative research services
  • Market research by phone
  • Group discussions and focus groups
  • Chart: Market Research Industry Products and Services Segmentation

  • Demand Determinants
    Major Markets
  • Manufacturing
  • Financial services
  • Media and advertising agencies
  • Business to business
  • Public sector
  • Utilities and telecommunications
  • Wholesale and retail
  • Research institutes
  • Chart: Major Market Segmentation for the Market Research Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
  • Profit
  • Wages
  • Purchases
  • Rent, utilities and depreciation
  • Other expenses
  • Chart: Cost Structure Benchmarking – Sector vs Market Research

  • Basis of Competition
  • Internal competition
  • External competition

  • Barriers to Entry
  • Table: Barrier to Entry Checklist for the Market Research Industry

  • Industry Globalization
    Nielsen Holdings NV, Ipsos Group S.A., WPP PLC,
  • Table: Nielsen Holdings NV - financial performance
  • Table: Ipsos Group S.A. - financial performance
  • Table: WPP PLC - financial performance

  • Capital Intensity
  • Chart: Level of Capital Intensity for the Market Research Industry
  • Chart: Tools of the Trade: Growth Strategies for Success

  • Technology & Systems
    Revenue Volatility
  • Chart: Volatility vs Industry Growth

  • Regulation & Policy
    Industry Assistance
    Table: Industry Data for the Market Research Industry
    Includes:
  • Industry Revenue (2009-2023)
  • Industry Gross Product (2009-2023)
  • Establishments (2009-2023)
  • Businesses (2009-2023)
  • Employment (2009-2023)
  • Wages (2009-2023)
  • Corporate profit (2009-2023)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    Focus Group
  • A type of qualitative research using a group of individuals to discuss a concept, product, service or advertisement.
  • Qualitative Research
  • A method of research used to understand why and how individuals make choices about particular products and services.
  • Quantitative Research
  • Research that involves questionnaires and scales to understand the needs, wants and opinions of individuals.
  • What Our Customers Say

    Why buy this report?

    IBISWorld’s Market Research market research report can be used to help you: understand market size and growth potential; major companies; draft business plans and pitch books; and conduct benchmarking and SWOT analysis. Our industry analysis highlights macro industry trends in the overall sector and micro trends faced by companies that do business in the industry. The industry report also provides key industry statistics and 5-year forecasts to anticipate future industry prospects so you can decide with confidence.

    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
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    This report on Market Research:
    • 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 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, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

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