How big is qualitative anyway?...quantitatively speaking

ESOMAR Global Market Research 2009

Ok, I know we are qualitative and are supposed to hate numbers.  But, don’t you ever wonder how big our industry is?  Don’t you ever want the numbers?  I do.  So, I looked it up in the recently released ESOMAR report.  Here are the numbers.  Its quantitative but hang in there.  I’ll keep it short!

Here are the global numbers:

  • Global Research Spending:  $32.462 billion
  • Percent Qualitative Spending:  14%  (9% group, 3% IDI, 2% other)
  • Global Qualitative Spending:  $4.545 billion

Now here are the numbers for the top 5 countries (Total spending, % qualitative, Total Qualitative Spending) in millions.

  • United States ($8,866, 15%, $1,330)
  • United Kingdom ($4.154, 10%, $415)
  • Germany ($3.334, 7%, $233)
  • France ($3.042, 15%, $456)
  • Japan ($1.643, 15%, $246)

Add these up and you find that the top 5 markets in the world account for $2.68 billion in qualitative spending or 59% of the world’s qualitative spending. 

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