200 million francs for market and social research
The industry association vsms announced its latest figures at the 5th Market Research Day held at the KKL Culture and Congress Center in Lucerne.
Last year, over 200 million Swiss francs were spent on market and social research in Switzerland. In 2005, 2.8 million people were surveyed by member institutes of the industry association vsms, according to a press release. The leading institutes are still based in Central Switzerland, with IHA-GfK as the clear industry leader with a turnover of 63 million Swiss francs, followed by the LINK Institute with 32 million and the Demoscope Group with 19 million.
According to vsms, some trends are emerging: ad hoc research (just under 60 percent) has gained an overall share of turnover, while panel research (just over 30 percent) has lost ground. The most important clients for market research are the food/beverage industry, then the media/publishers/TV/radio/Internet, followed by public authorities and companies, telecom and postal services, banks and the tobacco industry. Most surveys were conducted by telephone: although the proportion has fallen slightly, it still accounts for 62 percent. Written surveys also declined, with a share of 13%. Face-to-face surveys have stagnated at 17%, while online surveys have increased significantly. Their share is 8 percent, which corresponds to a doubling compared to 2004. The vsms does not provide any information on refusal rates in its communiqué.
The industry association vsms announced its latest figures at the 5th Market Research Day at the KKL Culture and Convention Center in Lucerne. Urs Schaeppi, CEO of Swisscom Solutions AG, and Elmar Wohlgensinger, President of the GfM Swiss Marketing Association, were among the speakers at the industry event, which was attended by almost 300 people.
According to vsms, some trends are emerging: ad hoc research (just under 60 percent) has gained an overall share of turnover, while panel research (just over 30 percent) has lost ground. The most important clients for market research are the food/beverage industry, then the media/publishers/TV/radio/Internet, followed by public authorities and companies, telecom and postal services, banks and the tobacco industry. Most surveys were conducted by telephone: although the proportion has fallen slightly, it still accounts for 62 percent. Written surveys also declined, with a share of 13%. Face-to-face surveys have stagnated at 17%, while online surveys have increased significantly. Their share is 8 percent, which corresponds to a doubling compared to 2004. The vsms does not provide any information on refusal rates in its communiqué.
The industry association vsms announced its latest figures at the 5th Market Research Day at the KKL Culture and Convention Center in Lucerne. Urs Schaeppi, CEO of Swisscom Solutions AG, and Elmar Wohlgensinger, President of the GfM Swiss Marketing Association, were among the speakers at the industry event, which was attended by almost 300 people.
