Africa, the highest-growing region in , maintained its position in in absolute terms, however high levels of inflation in some of its markets reduced the positive trend to Promisingly, we see growth both from within the traditionally defined research sector, but also from the newer, expanded definition of our industry — continued evidence that the demand for actionable, evidence-based data and insight remains strong. The data is provided by national market research associations, leading companies, independent analysts and ESOMAR Representatives around the world. Estimates have been validated by cross-checking between sources. When a country is not able to provide estimates on their industry either on time or at all, GDP growth derived estimates have been used to maintain the stability of the data and allow for like-for-like regional comparisons over time All trends and developments are based on turnover in US dollars.

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Share this Reading time: 3 mins In recent years, the insights industry has become an expanding fleet of companies navigating the ever-changing seas of opinion and behaviour with diverse fortunes. And as new vessels join the formation, it becomes increasingly relevant to understand their composition, their characteristics and, of course, their size. Companies whose business is mainly focused on data and analytics represent almost half of the total turnover of the insights industry. Ignoring those players by focusing only on those historically considered as players implies misrepresenting the industry and misguiding readers with an ultimately, irrelevant ranking. A look at the numbers Overall, good results from some of the 10 largest players within the historically defined industry resulted in the expansion of their world share, mainly thanks to fast growth at IQVIA, Gartner and IRI. On the other hand, the main breaks to this growth have been Nielsen, Kantar and Westat.


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