Washington, DC, November 20, 2014 – The 27th quarterly wave of the Research Industry Index (RII) – the Marketing Research Association’s (MRA) tracking study of the economic health of the U.S. marketing research industry – has held at 100 or more points for 5 straight quarters. These sustained levels are perhaps the most reliable indication that the marketing research industry has recovered from the recession.
“While the new index illustrates the most positive 15-month period we’ve seen in several years, and is consistent with other industry economic data, word on the street is that 2014 has been a challenging year for many of our member companies. With high expectations for a strong finish to the year, third and fourth quarter results should be of great interest. Key factors for a positive outlook are increasing the volume of business, adding new business prospects and new clients, but the name of the game seems to be less on client loyalty and more on diversification,” said MRA’s Director of Research Amy Shields, PRC.
Accounting for the 15 months of 100-102 scores are improved key metrics and a positive outlook for staffing levels, projects booked/revenue and RFPs/proposals. However, as opposed to the immediate prior wave where smaller firms (under $1 million in annual revenue) were experiencing a more difficult business climate, medium sized companies ($1 million to under $5 million) saw a spike in decreased RFPs/proposals, projects/booked revenue and operating margins this quarter.
This wave of the RII is based on online interviews that were conducted among 197 owners or senior level managers from among corporate researchers and marketing research firms in August and September of 2014. Responses are reflective of business conditions during and ending with the second quarter, 2014.
On behalf of the MRA, RII was hosted by Issues and Answers and reporting was completed by Cooper Roberts Research. For more information, visit RII on www.insightsassociation.org.
Founded in 1957 and based in Washington, DC, the Marketing Research Association (MRA) is the leading and largest association of the opinion and marketing research profession, which delivers insights and intelligence to guide the decisions of companies providing products and services to consumers and businesses.
Amy Shields, PRC
Marketing Research Association