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| Market Research in Poland - 2014 |
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As usual, OFBOR
published data on last year's (2014)
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 sixth time I prepared this summary - you can find the previous ones here:
All data discussed below can also be found here: mr2014.zip (120 kB).
And what does this data show us this year?
(Unfortunately, like last year's, this year's turnover values were rounded to 0.1 MPLN... too bad.)
Considering the quite big changes in turnover, both up and down, the fact that the order of the first 10 companies remained the same may be a bit surprising.
ACNielsen, even though it lost more than 13% of turnover, remained at the top of the list -
thanks to a similar loss (of 11%) by its closest competitor - Millward Brown.
Its 2014 turnover was a bit lower compared to 2011.
Millward Brown, after two years of big losses (11% both in 2014 and in 2012) is now at below its 2008 turnover...
GfK, with very minimal growth, remained in 3rd place.
Still, this now brought the company to within reach of Millward Brown - can it use its position to take 2nd place next year?
And now it remains the only company that grew every year since the beginning of this data - since 1996!
TNS Polska was another big company with a big loss in turnover (10%); now they're back to their level of 2012.
IPSOS, after a fantastic 2012, is keeping it very stable - very small changes in turnover between 2012, 2013, and 2014.
Further companies in the top 10:
- AGB with 7% growth (and showing growth each year since 2004).
- PBS with 11% growth - that's 4 consecutive increases in turnover, but not quite enough to overtake AGB.
- IQS - even though it shows a very respectable 14% increase in turnover, it did acquire IIBR in 2014; let's see what this year will bring.
- Cegedim - minimal growth, almost lost its place to ARC.
- ARC Rynek i Opinia - up 16%; unfortunately, their performance has been very uneven over the last 5-6 years - good years followed by some not so good.
The turnover of the remaining companies was below 8 MPLN (per company).
Turnover, in '000 zloty (click to enlarge):
Share, in the total estimated market (click to enlarge):
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