Factoid of the day: qual is worth $6.37billion a year

Raises an eyebrow ...
Raises an eyebrow …

Thanks to Italian ICG member Marcello Sasso for this, in response to a question from Sheila Keegan on the ICG email chatter thread: she asked, how much qual is done globally every year?

Marcello quoted the 2011 ESOMAR figures on this. Qual research accounts for 19 per cent of global market research turnover (of which 18% is “offline” and 1% online).
Global market research turnover is $33,540 million, so that means global qual in 2011 was $6.37billion approximately.
I’m not a numbers person but (1) when I started in qual in the late 90s, I think the figure was around $1.5billion; if so (and I haven’t checked that) that’s quite some growth; and (2) I think I need to up my rates.

Published by Simon Riley

Qualitative researcher in the UK. I listen to people from all walks of life and think about what it all means. I work for leading brands, media companies and government.

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