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The Global Prices Study 2010 is the 8th benchmarking study conducted by ESOMAR to help research providers and buyers plan and execute market research projects. This latest edition covers seven ad-hoc surveys using a variety of data collection methods as well as commercial tariffs and was based on quotes received from 604 research agencies across 100 countries.

“The Global Prices Study report has a particular relevance in 2010, given the enormous economic upheaval experienced by all industries last year, not least of which was Market Research. The increasing application of the internet in our industry coupled with the recent economic challenges and the subsequent impact on international currency exchanges have proven to be significant catalysts on pricing levels” stated Finn Raben, ESOMAR Director General.

Raben noted, “This edition of this study will remain a valuable resource and reference point for both researchers and buyers of market research who are seeking to maximise value in their projects.”

Key Results from the 2010 study include:

• The Global index which ranks countries in terms of research costs.
• The USA emerges as the most expensive research market, followed by Switzerland, France, Sweden and Japan.
• Pakistan comes out as the least expensive research market, with Iran, Romania and Latvia also emerging as low-cost countries.
• Methodologies
• CATI (Telephone) studies tend to cost 70% as much as face-to-face studies. Online Access Panel studies tend to cost 70% as much as CATI studies (in markets where both are options).
• Decline in telephone costs
• There were noted reductions in the prices quoted for CATI research between 2007 and 2010, perhaps due to reduced margins or to reduced costs (for example through efficiencies, improved technology, outsourcing, offshoring, and reduced telephone company costs).
• Trends on Complexities of Global Research
• There was increased participation in study from developing countries – with the number of countries included in the study growing from 64 in 2007 to 76 in 2010.
• Online – There were more countries quoting for online in 2010 - an indicator of the increasing digitalisation of global research as researchers and clients seek to reduce research costs
• F2F – In contrast, fewer agencies from the more expensive countries quoted for face-to-face projects (especially the in-home projects) in 2010

Ray Poynter, CEO of the Future Place and GPS Project Team Lead added “The market research industry is continuing to change and adapt; online research is becoming an option in a wider range of countries, telephone has responded by looking for cost savings and efficiencies, and as markets become more developed the costs and difficulties of face-to-face research increase.”

“In markets where online research is already developed the costs for online tend to be rising, i.e. most of the savings have been realised and the trend, all other things being equal, will be upwards.”

Available in Print and with Online reporting Tool

All ESOMAR members and opt-ins to ESOMAR updates will receive an exclusive e-mail link directing them to the study. To assist the industry at large in accessing this data, the study results can also be viewed through several means including a special report in the June issue of Research World Magazine as well as by using the Global Prices Study 2010 Online reporting tool, which will allow users to:

• Compare median prices for research projects in 76 countries in a number of currencies
• Build and download custom reports by selecting projects and countries of interest
• Discover what the GPS Sounding Board thinks of pricing in their regions
• Share thoughts and feedback
• Access a free download of the Prices Study special report from the June issue of Research World
• Explore price indices and details of samples and quote ranges

For more details please visit our GLOBAL PRICES STUDY report webpage or contact the ESOMAR Press office.

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Press contact:
Erika Harriford-McLaren
Strategic and Corporate Communications Manager
Email: e.harriford-mclaren@esomar.org
T: + 31 (20) 664 2141
www.esomar.org

About ESOMAR

ESOMAR is the world organisation for enabling better research into markets, consumers and societies. With 5,000 individual members in 100 countries, all of whom have adopted the ICC/ESOMAR International Code, ESOMAR promotes the value of market and opinion research in illuminating real issues and bringing about effective decision-making.

For more information on ESOMAR, please visit www.esomar.org.