The French Research Industry

The research industry in France enjoyed a turnover of US$958 million in 2000, making it the third largest in Europe, and the fifth largest worldwide. This is according to the recently published ESOMAR global market research study.

The report contains official SYNTEC (research agencies' association) figures showing that, whilst the total French sector grew by 8% over the year 2000, there was a slowdown in research spending for 2001. Nevertheless, the industry still grew by 5% in the year 2001. The whole area employs an estimated 7500 people including interviewers, researchers, data processors, and support staff.

In terms of who is buying research in France, it seems that two thirds (65 percent) is commissioned by manufacturing companies. This is followed by the telecommunications and media sectors. ESOMAR also estimated that the French agencies are led by Sofres with a sizeable annual turnover of nearing FFR600 million for the year 2000.

Two key issues to emerge from the study is French businesses' growing reliance on market research results for decisions, as well as their general concerns over privacy. These have underscored the need for the country's self-regulation and quality standards. Members of ADETEM (the association of marketing and marketing research professionals), AFM (the French marketing association), IREP (the institute of media studies), SYNTEC (the French association of market research institutes) and UDA (The union of advertisers) have all undertaken to abide by the ICC/ESOMAR International Code of Marketing and Social Research Practice, the code of conduct that is applied by over 100 professional associations world-wide.

SYNTEC is believed to have recently taken the additional step of introducing quality standards modelled on those developed by EFAMRO (the European Federation of Associations of Market Research Organisations).

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.