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| Market Research in Poland - 2010 |
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As usual, OFBOR
published data on last year's (2010)
turnovers of market research companies in Poland.
I also collected data from the previous years: OFBOR's and some more from the web,
and summed everything up in tables and charts below.
This is the fourth time I prepared this summary - you can find the previous ones here:
All data discussed below can also be found here: mr2010.zip (91 kB).
And what does this data show us?
SMG/KRC
is first (as it has been since 1997), and noted an increase slightly larger than the market's.
ACNielsen extended its lead over its arch-rival -
GfK and, thanks to a 35% increase in turnover, is much closer now to SMG/KRC.
TNS OBOP and Pentor
switched places (a 6% increase and 6% decrease respectively); TNS OBOP gained a place the second year in a row.
Though it's not that important, I guess, since both companies belong to TNS now...
Further companies in the top 10:
- IPSOS remained in 6th place,
but, after two years of decreasing turnover, finally noted an increase this year (though at only 2%).
- Synovate jumped 4 places (to 7th) thanks to its 53% increase in turnover!
- PBS,
after three years of growth, noted a 9% drop (also dropping one place).
- AGB remained in 9th.
- IQS
dropped two places (sixth year in a row had a growth rate of 0% or less).
MEMRB fell out of the top 10 ("thanks to" Synovate). 4P research mix kept its 12th place,
but is now much closer to MEMRB (the difference is less than 1 million zloty).
Cegedim started in 13th, forcing ARC one place down into 14th.
Other companies have turnovers of (much) less than 10e6 zloty.
And it doesn't look like they could endanger any of the bigger companies anytime soon
(even with CBOS almost doubling its turnover).
Turnover, in '000 zloty (click to enlarge):
Share, in the total estimated market (click to enlarge):
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