SURVEY
Some argue that Australia has its own unique characteristics that
do not necessarily show the way to the future for the rest of Asia.
Indeed few companies in Australia state they undertake observational research, neuroscience, facial coding, or eye tracking,
whereas these methods are showing greater adoption in other
parts of Asia, including the emerging markets.
research business, but MNCs dominate the market, accounting for
66% of the “main source” of business, particularly in Singapore and
Greater China. In Southeast Asia, local corporations are a more
important source of business for research firms compared to other
parts of Asia, indicating a greater inclination for local corporations
in these markets to appreciate the value of research.
The growth areas for data collection are, of course, in new technology. Online research, which is already common in most Asian
markets, is perhaps reaching maturity with little additional growth
expected. But in markets such as Indonesia, online has yet to get
full traction, although panel companies are now developing their
panels to fill these gaps and hence online research is expected to
grow significantly in this market.
Over 40% of agencies “trade between themselves” (i.e. they source
their business from other market research firms). The proportion is
even higher in India and Australia, where there is a large market for
inbound work from overseas research agencies.
But it is the adoption of Community Panels and mobile research
where more growth is expected, with mobile increasing most in
Greater China. Online qualitative research is seeing lower adoption
rates compared to quantitative, but has som Hܛ