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Qual Fieldwork Worldwide 'Worth $2.4 Billion'
The worldwide qualitative fieldwork market passed the equivalent of half a million focus group sessions for the first time in 2005 according to the Focus Group Index 2005, compiled by FocusVision Worldwide. The firm says that around $2.44 billion was spent on groups and depths.
The Index is an estimate compiled annually by FocusVision Worldwide founder, John Houlahan, and is based on focus group sessions and the equivalent value of individual depth interviews. FocusVision says that central location focus groups account for approximately 75% of volume and one-on-ones 25%.
Figures split out the US (as the world's no. 1 research market for spend) and the Rest of the World (ROW). The number of groups was up 2.2% versus 2004, with the US increasing 2.5% and ROW 1.9%. The market declined in 2002 for the first time ever, but has been growing again since - the US total took only one year to recover and the ROW has taken three.
FocusVision says that qualitative research tends to follow ad spending trends, which began 2005 with expectations for robust growth of 5.1%, but eventually settled for a more modest 3.0%. US ad spend was up 2.8% in 2003, 7,6% in 2004 and 3.0% in 2005.
Focus Group Index
[table]
US spending for 2005 is estimated at $1.23 billion and ROW at $1.21billion. The calculation gives an average price per session for the US of $5,135 and $4,622 for ROW.
FocusVision is online at www.focusvision.com .
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