EFAMRO Poll Finds Positive Mood in European MR

Almost two thirds (64%) of MR and social research agencies across Europe participating in trade body federation EFAMRO's 'Moodindicator' survey believe research revenues will increase in the next year.

EFAMRO is a European federation of market, social and opinion research agency trade associations, which seeks to influence legislation and public opinion in favour of research, while promoting best practice and enforcing compliance with the principles of international standards. Moodindicator is conducted in waves, with this latest round (Q2 of 2022) pulling in responses from 249 market research professionals from 11 European countries, and including 51 from the UK. Other countries with higher numbers of respondents include the Netherlands (43), Germany (28) and Greece (25). In previous waves, Dutch responses have dominated the sample, whereas numbers from the UK have quadrupled in this latest asking, helping the survey to emerge as more of a genuine European research barometer, albeit with some glaring omissions (none from France...).

Respondents were asked about the business outlook from the perspective of their own organisation and for their domestic market. More than half of UK firms believe the sector will grow over the next year, with only 6% saying it will contract; while a record 64% of participating agencies across Europe believe research revenues will increase in the next year. The latter figure has not been higher than 34% in three years or more.

MRS Chief Executive Jane Frost CBE says of the UK results: 'it is very encouraging that the participants for this survey are so positive about the future', adding: 'It was also great to see the expectation for growth from the rest of Europe in this survey. The UK and EU's market research sectors are entwined with many agencies operating across both economic areas. Their success is interlinked and each works best when the other thrives'.

DRNO's experienced readers will be able to navigate the small bases and unbalanced sample, and still if inclined come away with a good positive vibe, from https://efamro.eu/efamro-moodindicator-q2-2022 .

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