ESOMAR Launches Survey of Insight Buyers and Users

Global industry association ESOMAR has teamed up with NewMR, Confirmit and more than twenty other organisations for the next wave of its survey among buyers and users of insights, measuring how usage and purchasing patterns are evolving.

The report on the first wave, summarising the views of 640 users and buyers of insights and research and based on fieldwork in September 2020, together with a list of partner organisations and a copy of the questionnaire, is available here . The second wave is now 'live' and will be used to determine what further changes or shifts in usage are anticipated, and what trends are predicted as economies 'move out of pandemic times towards a more COVID-free environment'. End clients, i.e. buyers or users of insights, can take part in wave II here.

ESOMAR Director General Finn Raben (pictured) comments: 'End-Clients - the principal buyers and users of insights - represent the key determinants of evolutionary trends within our profession. Having a better understanding and appreciation of the dynamics of the use and application of insights within their businesses, will help all of us to refine our services to meet their current needs, and identify areas for improvement and investment'.

Those who take part in the survey will receive an invite to the ESOMAR 'Vision and Value' event on the 23rd June, where the association will share some topline findings. You can register for the event here.

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