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Market Research in Poland - 2007 |
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As usual, OFBOR
published data on last year's (2007) turnovers of market research companies
in Poland.
I also collected data from the previous years: OFBOR's and some more from the web
(for instance from Rzeczpospolita's archives),
and summed everything up in tables and charts below.
All this data can also be found here: mr2007.zip (71 kB).
And what can we find there?
SMG/KRC
finally woke up, but didn't manage to pass the 100 million mark
(although they almost reached it; they shouldn't have any problems next year).
On the other hand, their change in turnover (in zloty) was almost as big
as the total turnover of MEMRB
or 4P research mix...
And moreover, for the first time since 2001, SMG/KRC increased their share in the market.
GfK almost caught up with their archrival -
ACNielsen.
Since 2001, both companies had similar growth and the differences between these two
remained pretty similar. But if these trends continue into 2008, then by next year
these two companies may just happen to change places.
Pentor fell two places allowing
IPSOS and
TNS OBOP to advance by one place each.
In the top 10, only PBS had higher growth (as a percentage) than IPSOS.
But it looks like they will have to spend the next couple of years on catching up with GfK and ACNielsen
(and anyway, this year GfK had similar growth to that of IPSOS).
As for the final 4 places in the top 10:
- IQS & Quant
third year in a row have a growth rate of 0% or less;
and the other companies are getting closer and closer to passing them.
- PBS and Synovate
can't decide which, of these two, should be the bigger one -
in 2007, just like in 2005, it turned out to be PBS.
- AGB
keeps its growth at the level of growth of the whole market,
but they weren't this close to position number 9 depuis longtemps
(well, at least since 2004 when Synovate started appearing in OFBOR's reports).
Can any of the other companies jump into the top 10?
MEMRB and 4P research mix are quite close to AGB (they need only about 2 million),
so it's not that impossible. Especially if 4P research mix
keeps up the good work from 2007 (or anywhere close to it - an increase of 65%)!
Other companies have turnovers of less than 10e6 zloty.
And it doesn't look like they could endanger any of the bigger companies anytime soon.
Turnover, in thousands of zloty (click to enlarge):
Change in turnover (click to enlarge):
Turnover once again (in '000; click to enlarge):
Share, in the total estimated market (click to enlarge):
Change in share, in percentage points (click to enlarge):
Share once again (click to enlarge):
Place (click to enlarge):
For years 1998-1996, places were calculated among companies analyzed here.
For years 1999+, these are places according to OFBOR data.
Change in place (click to enlarge):
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