2003/11/5 KOSOMAR 세미나 Page 1 세계 조사업계의 동향과 한국 조사업계의 발전...

2003/11/5KOSOMAR 세미나

세계 조사업계의 동향과한국 조사업계의 발전 방향

박영준 KOSOMAR 회장

Research International Korea / Korea Research Center 회장

번호 /총페이지


I. Global Top 25 조사회사 동향

II. 2003 ESOMAR Conference 동향

II-1. Clients’ need for more consumer insightsII-2. Accountability

II-3. Value-added research II-4. Research new look

II-5. Client / Market researcher cooperation

Table of Contents


The ESOMAR global market research study

• 세계 상위 25 개 마케팅 , 미디어 , 사회조사 회사가 전체 상업적 조사비용 (US$ 16.6 billon) 의 63% 인 (US$10.5 billion) 을 수행하고 있음

• 2001 ~ 2002 상위 25 개 업계의 성장률이 과거에 비해 둔화됨- Worldwide recession- The run-up to the war with Iraq- The onset of the SARS scare- New research spending has been cancelled or delayed.

I. Global Top 25 조사회사 동향


Year-to year growth of Top 25

Revenues

US$ Mill.

%

Total

Growth*

%

Net

Growth**

%

Total

Growth

%

2002 10,542 2.3 0.7 8.2

2001 9,744 6.3 4.1 10.6

2000 8,812 8.7 6.3 6.7

1999 8,256 7.5 5.8 12.2

1998 7,358 8.6 6.9 10.8

1997 6,643 9.0 6.8 9.5

1996 6,069 10.0 7.7 7.1

1995 5,648 10.3 7.9* 합병 / 분사등의 효과에 의한 성장률 배제

** 물가상승률을 감안했을 때의 성장률

I. Global Top 25 조사회사 동향 (cont.)


Top 10 research companies worldwide 2002 (millions of US$)


318AegisSynovate10

320United Business MediaNOP World9

466Interpublic GroupNFO WorldGroup8

509IpsosIpsos7

528GfK GroupGfK Group6

555Information Resources IncIRI5

908Taylor Nelson SofresTaylor Nelson Sofres4

1,033WPP GroupKantar Group (RI)3

1,428IMS HealthIMS2

2,843VNUACNielsen/Nielsen Media1

Company Quoted holding company 02 Revenue (US$ mill.)


• 미국계 회사의 영향력이 감소 특히 TNS (UK) 의 NFO (USA) 합병으로 35% 에서 29% 로 감소

• 유럽계 회사들의 본사 미국 行– NOP (UK) in New York– VNU (Netherlands) in New York– Synovate (UK) in the Chicago area– Ipsos (France) in the USA– 최대 시장으로서의 미국의 중요성 재인식 – 미국 : 전체 조사 시장의 41% 차지 유럽 : 40%, AP: 13%, 중남미 : 5%, 중동 & 아프리카 : 1%

유럽계 회사들의 성장 vs. 미국시장 의존도 커짐



2002 년에 Top 25 에 새롭게 진입한 회사들

• AGB (Millan,Italy): Partly owned by WPP (35%)

Specialization: TV-audience measurement

• Lieberman Research Worldwide (L.A., USA)

Specialization: Conducting interviews in 60 languages

• Market & Opinion Research International (London, UK)

• Worthlin Worldwide (McLean, USA)

새로운 조사 회사들의 진입



• 연구원의 수 감소– 2002 년 : 83,517 명 vs. 2001 년 : 88,771 명– 5,254 명 감원 (5.9%)– 연구원 1 인당 매출액 : US$129,232

• 사회여론조사 회사들의 축소

• 비교적 적은 규모의 인수 / 합병– 2002 년 : 37 건 (2001 년 :35 건 )– 2003 년 : US$ 7.2 million per firm (2001 년 : US$15.0 million)

조사회사의 양적인 축소



II. 2003 ESOMAR Conference

Management, accountability, and researchThe quest for the objective truth

Management, accountability, and researchThe quest for the objective truth

56th ESOMAR Congress and Exhibition

Prague, Czech Republic, 14-17 September 2003

900 participants from 63 countries

“Becoming accountable is moving to the forefront of

of the professional concerns in Market Research.”

“More creativity from MR will be required”

“Innovation, not imitation, and speed in decision making

are the indispensable qualities for success.”

56th ESOMAR Congress and Exhibition

Prague, Czech Republic, 14-17 September 2003

900 participants from 63 countries

“Becoming accountable is moving to the forefront of

of the professional concerns in Market Research.”

“More creativity from MR will be required”

“Innovation, not imitation, and speed in decision making

are the indispensable qualities for success.”


조사에 대한 시각 변화 Changes in the focus of research

II-1. Clients’ need for more consumer insights

The processto conductingsurvey방법론 , 통계 등

The interpretation of results in the context of the client’s changing business environment

고객의 비지니스환경을 고려한 제안 제공


2003 ESOMAR Conference

조사방법의 다양화 Ethnographical methodology

예측적인 분석방법에 대한 관심 증가

The application of predictive analytics to the research

data

조사결과로부터의 새로운 가치 창출Through the selection and interpretation of research

data


고객 요구의 변화 Changing client needs • The need for a more strategic type of MR• The need for different insightful types of MR• The need for a sound base and factual foundation for

decision making

PastRisk Limiting

Now and future

Risk Taking To create customer intimacy & best customer solutions

In comparison with the advertising industry, MR seems to be robust.

II-1. Clients’ need for more consumer insights


II-2. Accountability 책임감

Accountability is an increasingly important part of the business world.Consumers, employees and shareholders increasingly

demand sensible and socially responsible behavior from companies.

Accountability is an increasingly important part of the business world.Consumers, employees and shareholders increasingly

demand sensible and socially responsible behavior from companies.

회사 직원들에게 복지와 자기발전의 기회를

주어야 한다는 책임감경영진

Management

투자자들 / 주주들에게 이익을 돌려주어야 하는 책임감

소비자들에게 제품의 질과 가치를 줄 수 있어야 한다는 책임감

사회의 구성원으로서 사회에 대한 책임감


Companies Increasing demands to position themselves

as being social responsible

Marketing ResearchCAN help the companies to

meet these demands because MR has

the insight into consumers.



책임감의 논리와 조사 The principle of accountability and research

ClientCompany

“Clients comes first”

MR needs to provide creativity & opinionated view

for building strong brands and shaping good advertising

campaigns.

MR must create a more imaginative quality to the

hardcore data.

“Clients comes first”

MR needs to provide creativity & opinionated view

for building strong brands and shaping good advertising

campaigns.

MR must create a more imaginative quality to the

hardcore data.


Market researcher

Client management


How can market research prove its accountability, its usefulness beyond mere data supply, information management, and basic reporting?

II-3. Value-added research

MR needs to be ..

“Going beyond the numbers”

diagnostic in nature &

pro-active Imagination

InventionInnovative thinking


II-4. Research new look?

현재 향후 발전 가능성

위험

요인

기업 예감이나 직관에 의한 의사결정

위험

요인기업 시장조사나

과학적인 통찰력에 의한 의사결정

장기적인 경쟁우위


Data providerData provider

Broadly oriented

providers of insights

on a strategic level

(Holistic view)

Broadly oriented

providers of insights

on a strategic level

(Holistic view)

Moving toward the client focus


시장 조사 가치의 극대화


Who is best able to deliver strategic insights?

Market Researcher

Consultants

Being more business savvy

Being comfortable with strategic business thinking

Combining MR data with in-company data (finance data)



기업에 가치 있는 정보를 제공하기 위해서 연구자는 기업 내외부의 프로세스와 관련되는 파트너들과

유기적인 관계를 맺기 위해서 무엇을 해야 하는가 ?

의사결정이 필요한 시기에 맞게 시장정보 자료를 제공하기 위해서는 어떻게 해야 하는가 ?

II-5. Client / Provider cooperation


II-5. Client / Provider cooperation

Set strategy

Mission

Vision

Establish plan

Define goals

Develop tactics

Execute Plan

“Role blending approach”

Revise as

necessary

Test

And

Assess

Strategic planner

Research manager

Market researcher


To contribute to the clients’ financial success…

Market research offers more than findings or conclusions.

It is necessary to offer knowledge.

Market researcher need to speak the same language as the client, clearly show the new trends, ways, insights, mainly point out what to do with those results.

Market researcher must understand their clients’ needs, develop creative ideas and innovative solutions and help them with the insights and recommendations.

How to contribute to the shareholders’ profit?


How to contribute to the shareholders’ profit?

현재의 기업은 시장 조사 전문가들이

기업의 마케팅 전략 , 기업 경영 , 이윤증가를 가져올 수 있는

의미 있는 정보를 제공해 주도록 요구하고 있다 .

People want marketing solutions to marketing problem.

Raymond Hastings, 2002

2003/11/5 KOSOMAR 세미나 Page 1 세계 조사업계의 동향과 한국 조사업계의 발전...

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Transcript of 2003/11/5 KOSOMAR 세미나 Page 1 세계 조사업계의 동향과 한국 조사업계의 발전...