Growth Of The Czech Research Market

Turnover in the Czech Republic's market and opinion research sector has nearly doubled over the last five years, reaching US$ 42 million in 2002, according to ESOMAR's latest global market research study. Growth in 2001-2 was 4% - less than some of the previous years but the sector remains buoyant despite fluctuations in the local business cycle.

The growth of multinationals and the introduction of their brands, the increasing pace of commerce, and the liberalisation of trade, capital flow and investment are trends common across Central and Eastern Europe and in some cases across the world, and are making an impact on Czech society and industry. Ordinary Czechs have become more mature consumers in a rapidly developing consumer society. Evidence for this is found in heavier, more sophisticated product use, in greater involvement with brands, and in rising consumer expectations. Research revenues have risen as firms look to identify key consumer targets, ensure the effectiveness of advertising and understand the drivers of loyalty.

In general, the major research agencies in the Czech Republic have responded by offering internationally validated research techniques that can diagnose specific problem areas and allow for comparison from project to project. Czech agencies' partnerships with their clients frequently include an international dimension, as virtually all of the larger Czech research firms are now affiliated with multinational research companies.

About 40% of research is commissioned by manufacturing companies, with telecommunications and financial services clients also important elements in the mix. The great majority of research (77%) is commissioned by domestic clients - though these often include the local affiliates of multinational firms. Over two thirds (70%) of the research on the Czech market is consumer research, with much of the remainder in retail and business to business.

Research turnover in the Republic can be split into 34% continuous and 66% ad hoc projects, with the latter dividing further into 51% quantitative and 15% qualitative. More than a half of quantitative interviews are conducted face to face, mostly in home and another fifth are carried out by telephone.

The Czech research industry employs an estimated 700 are researchers, data processors and support staff, and 10,500 interviewers.

There are a number of professional organizations. Members of SIMAR (The Association of Market Research Agencies/Sdruzení Aentur pro Vzkum Trhu), the Czech Marketing Association, and CIMA (The Czech Institute of Marketing) have undertaken to abide by the ICC/ESOMAR International Code of Marketing and Social Research Practice. SIMAR has taken the additional step of introducing quality standards modeled on those developed by EFAMRO (the European Federation of Associations of Market Research Organisations).

ESOMAR's web site is at www.esomar.org

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