Canada's Survey Industry Flat in 2008

Gross billings for the Canadian research and market intelligence industry were flat last year, according to the latest MRIA Financial Health of the Industry (FHI) Survey. During the year, revenue grew by just 0.2% from $784m in 2007.

The survey was conducted in March and April 2009 among corporate research agency members of the MRIA (Marketing Research and Intelligence Association).

There are two levels of MRIA membership - Basic and Gold. Both are open to any company which derives at least 75% of its revenue from the provision of marketing and survey research or market intelligence services; has operated in Canada for at least 24 consecutive months; and has four or more full-time research employees. Additionally, Gold Seal agencies are required to undergo a self-assessment process.

Around 72% of all Canada's gross industry billings are derived from the private sector, with the remaining 28% being generated from the public or not-for-profit sectors.

Among Gold Seal members, public opinion research accounted for 10% of all revenue, while customer satisfaction work brought in 20% of billings, and tracking studies generated 13% of total revenue.

In 2008, Gold Seal members generated 72% of gross industry billings, compared with 28% from Basic members.

Looking to the future, Gold Seal agencies are less optimistic for 2009, with about half predicting increases in both revenue and profits, compared with the 75% that expected business to improve in 2008 when they completed the 2007 FHI Survey.

The FHI Survey works alongside the MRIA's recently re-launched Monthly Revenue Tracking System for Gold Seal Agencies; a process for tracking current business activity in the industry.

Web site: www.mria-arim.ca .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.