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| Market Research in Poland - 2008 |
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As usual, OFBOR
published data on last year's (2008) turnovers of market research companies
in Poland.
I also collected data from the previous years: OFBOR's and some more from the web,
and summed everything up in tables and charts below.
This is the second time I prepared this summary - you can find the one from 2007 here.
All data discussed below can also be found here: mr2008.zip (84 kB).
And what does this data show us?
SMG/KRC
is first (as it has been since 1997), and as the first company in Poland
passed the 100 million mark (in zloty, that's over 22 million EUR as of 2009-04-08).
However, after a high increase in turnover from 2007, in 2008 the results were much worse -
the increase (in percent points) was the lowest one since 2002.
Thus, SMG/KRC returned to the trend of decreasing its market share...
ACNielsen escaped
GfK for now.
Actually, the difference between these two companies returned to the standard level
from the years 1997-2006...
Pentor retook its position from 2006
passing IPSOS and
TNS OBOP.
On the one hand, this is due to Pentor's solid growth in 2007 (by 17%),
but on the other hand, IPSOS, after many years of growth, noted its first decrease in turnover (by 2%).
As for the final 4 places in the top 10:
- IQS & Quant
fourth year in a row had a growth rate of 0% or less;
however, it didn't lose its 7th position yet.
- PBS,
after another year of growth, managed to move a bit away from the 9th place
and almost managed to take the 7th position away from IQS.
- AGB
grew by a very decent 17%. This finally helped AGB to move into 9th place,
overtaking Synovate at the same time.
Can any of the other companies jump into the top 10?
Although MEMRB decreased its distance from 10th place,
the company grew by less than the whole market (4% to 6%)...
4P research mix, on the other hand, after great results from 2006,
noted a 12% decline in turnover (the worst result among the top 20 companies).
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 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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