ESOMAR recently released its Global Pricing Study. Its mostly remarkable for the pricing stability that the global industry has seen over the past few years. Even so, there were some nuggets to highlight.
- The US remains the most expensive market overall by a significant margin. On the overall quant/qual mix the US is 20-30% more expensive than the major economies in western Europe.
- Developing countries are the least expensive, generally 15-50% of prices in the US and Europe.
- On the qualitative side, pricing appears to be pretty stable except that prices in developing countries are rising quickly. The price for 4 focus groups in “Key Markets” consisting of the US, UK, France, Germany and Japan have risen less than the rate of inflation since 2010. However, the rest of the world has experienced a 20% price increase.
- Online qualitative is now mainstream. It is significant that ESOMAR included online qualitative in the Global Pricing Study for the first time in 2014.
- Online qualitative was less expensive than the “equivalent” face-to-face focus groups. In those countries that reported pricing for both online and face-to-face, online averaged 82% of the cost of face-to-face.
Thanks to ESOMAR for conducting this study. If you want to see the details or if you are interested in the quantitative research results in this study, go to the ESOMAR Publications Store for more data.