If you happen to’re studying this, likelihood is you’ve some thought of what market analysis corporations within the UK do, and the way analysis is the rocket gas that powers your best campaigns, product developments, and advertising methods. 

However for the avoidance of doubt and to verify we’re all on the identical web page, market analysis is about gathering and analyzing information on prospects, rivals, distributors, and different actors and forces within the market.

That’s vital as a result of market analysis takes the guesswork out of getting by way of to audiences. By finding out customers and gathering data on their likes, dislikes and so forth, a model could make evidence-based choices quite than counting on intuition or expertise.

If a enterprise needs to know – actually know – what kind of services or products customers wish to purchase, by way of to the place, when, and the way these services ought to be marketed, then it makes whole sense to ask the potential viewers. 

With out the understanding that market analysis supplies, a enterprise is principally hoping for the very best, and whereas we salute their optimism, that’s not precisely a dependable technique for fulfillment.

The purpose is, analysis issues. That can assist you benefit from this, right here’s what this weblog covers:

1. How to decide on the fitting market analysis firm for you
2. Meet the most important gamers: market analysis corporations within the UK
3. Final phrases
4. Market analysis FAQs

How to decide on the fitting market analysis firm for you

Totally different market analysis corporations will not be created equal. Behind the snazzy web sites and persuasive pitching, particular person analysis corporations can differ fairly dramatically by way of what they do and the way they do it – all of which might radically alter the profit their service supplies. How do you choose the fitting analysis accomplice for you? Some key issues to contemplate are:

1. Does the market analysis firm you’re contemplating work with or find out about your viewers?
2. Does the corporate have experience in your business and class?
3. Have they got a historical past of success with companies like yours?
4. What’s their capability? Can they really do the job you want doing?
5. Does the corporate conduct the fitting kind of analysis to reply your questions? 
6. Are they clear about the place their information comes from and the way they guarantee high quality?
7. Does the corporate have a observe file of offering actionable insights?
8. What’s their course of for amassing and analyzing information?
9. How do they impart with their shoppers?
10. Will the market analysis firm present ends in a well timed method?
11. Will their work add worth for your small business? 

Whereas there are a whole bunch of market analysis corporations on the market, these questions ought to enable you slender the sphere to a handful of promising candidates. On that subject, let’s meet 12 of the UK’s main gamers, beginning – unashamedly – with us, GWI, however in any other case in no explicit order.

Meet the main gamers 

GWI

The world’s largest ongoing examine of on-line audiences, with a robust, intuitive platform that immediately places excessive impression insights at your fingertips.

Places: International, with places of work within the UK, US, Greece, Czech Republic, and Singapore

Specialisms: Each enterprise has questions on its audiences; GWI has the solutions. Powered by constant, world analysis, our market analysis platform is an on-demand window into their world, giving GWI prospects on-demand insights into the lives of billions of digital customers in 52 world markets. In addition to our flagship Core information set we’ve equally compelling extra information units and add-ons that zero in on the USA, youngsters, gaming, sport, alcohol, B2B shopping for and work, shopper tech, and journey. Want even deeper insights into your goal audiences? We’ve received you lined. Ask any query you want with our customized surveys, analytics and options, all tailor-made to your actual wants. Regardless of the subject, regardless of the query, GWI has the reply.

Shoppers: Publicis, Google, Spotify, Microsoft, WPP, Amazon, LinkedIn, and The Guardian.

Use instances: These fall into three intuitive buckets: advertising technique, together with media planning, content material advertising, model well being, and adverts focusing on; product improvement, together with product enlargement and enhancements, and partnership and collaboration alternatives, and aggressive benefit, which incorporates market differentiation, successful pitches and retaining shoppers, sponsorship opps and market sizing/enlargement.

If you happen to’re in search of a market analysis firm within the UK and also you’d prefer to learn how GWI may also help you uncover and maximize alternatives, guide a discovery name.

Kantar TGI Client Information

Related and strong information about world and native audiences in an more and more related world.

Places: International (90+ places of work as a part of Kantar Group)

Specialisms: TGI Client Information makes a speciality of media consumption (throughout print, TV, radio and on-line), in addition to product and model utilization, attitudes, motivations, and beliefs, all underneath the banner of “related shopper intelligence”. TGI makes use of Kantar’s information – they’re a subsidiary in any case – based mostly on a consultant pattern of over 700,000 customers in 50 markets. Information is collected on-line, whereas offline panels of customers present element on what every shopper does and the way these actions are related to one another. 

Use instances: TGI permits advertising and analysis groups to boost strategic planning by segmenting prospects and figuring out gaps available in the market. They assist media businesses optimize media planning by figuring out probably the most related goal audiences in opposition to the fitting promoting activation selections. TGI works with media house owners’ gross sales groups to know their viewers in way of life, attitudinal or shopper phrases, and makes use of this to create aggressive worth.

Nielsen

A worldwide chief in viewers measurement, information and analytics, Nielsen empowers shoppers with trusted intelligence.

Places: International (100+ places of work)

Specialisms: For Nielsen, “viewers is all the pieces”. They describe themselves as “Connecting shoppers to audiences, progress and new alternatives”, whereas “shaping the way forward for media” so their shoppers can “keep forward of media’s evolution with our well timed perception” by measuring conduct throughout completely different channels and platforms. They’re maybe greatest recognized for his or her Nielsen rankings, an viewers measurement system of tv viewership that for a few years has been the deciding think about canceling or renewing tv exhibits.

Use instances: Particular providers embrace viewers measurement (together with cross media, digital, streaming and TV), media planning (together with viewers segmentation, competitor intelligence and situation planning), market optimization (together with advertising outcomes and sports activities/video games), and content material metadata (protecting audio, sports activities, and video).

YouGov 

A worldwide on-line group of 24 million individuals sharing their views every day. Shoppers can discover public opinion “about something and all the pieces”.

Places: International (40+ places of work)

Specialisms: YouGov’s mission is to produce a steady stream of correct information and perception into what the world thinks, in order that corporations, governments, and establishments could make knowledgeable choices. Describing what they do as “Dwelling Client Intelligence”, YouGov permits a few of the world’s most recognised manufacturers, media house owners, and businesses to know their prospects utilizing shopper information on 24 million+ registered panel members in 55+ markets.

Use instances: These fall into 4 buckets: Monitoring, by repeatedly monitoring what an viewers thinks about manufacturers, campaigns, and the competitors creates a robust suggestions loop for shoppers. Planning, with over one million information factors to assist customers unlock probably the most full profile of their viewers and use it to plan advertising campaigns. Exploring, by permitting shoppers to get solutions from their chosen viewers utilizing syndicated information merchandise or custom-made surveys. Activating, enabling advertisers to optimize their advert spend by utilizing research-based audiences to activate advert campaigns.

Attest

Attest pairs the experience of a analysis company with the pace (and value) of a self-serve instrument for the very best of each worlds.

Places: US, UK

Specialisms: Attest is a shopper analysis platform that places reliable insights in additional individuals’s palms to attenuate danger, improve decision-making confidence, and develop with out guesswork. Primarily based on the views of 125 million individuals throughout 58 international locations, and mixing the very best bits of analysis know-how and human experience, Attest makes it easy for anybody to uncover alternatives with shopper information, repeatedly, at a world scale. They name it “progress with out guesswork”. 

Use instances: Model monitoring (together with model well being and efficiency), shopper profiling (for instance discovering audiences and constructing personas), artistic testing (by way of validating artistic impression and qualifying marketing campaign uplift), market evaluation (like figuring out new markets and de-risking enlargement), and product improvement (together with innovation and uplift).

GfK

Empowering daring sustainable motion, GfK earns the belief of shoppers world wide by fixing important questions of their decision-making course of.

Places: International (20+ places of work)

Specializms: As GfK places it, “We makes a speciality of fixing important questions in our shoppers’ decision-making course of. We gas their progress by offering an entire understanding of their customers’ shopping for conduct, and the dynamics impacting their markets, manufacturers and media traits.” With a holistic retail learn and probably the most complete shopper insights – delivered with superior analytics by way of state-of-the-art platforms – GfK drives “progress from data”.

Use instances: GfK divides these into 5 areas: Model and advertising efficiency (together with bettering model power, optimizing advertising, and driving ROI), Gross sales and advertising progress, Client and shopper intelligence (by way of shopper and shopper intelligence, and the way prospects assume, act and purchase), Media measurement (protecting an viewers’s media consumption and conduct, and understanding who’s consuming which media, when, how typically, and on which platforms and gadgets).

Fieldwork Hub

Participant recruitment and challenge administration consultants, FieldworkHub delivers market analysis providers within the UK, Europe and past.

Places: London

Specializms: FieldworkHub concentrate on each qualitative and quantitative analysis fieldwork. Their qualitative experience covers focus teams, in-depth interviews, ethnographies, on-line bulletin boards, market analysis on-line communities, and consumer expertise testing. FieldworkHub’s quantitative specialisms cowl on-line surveys, phone interviews, and face-to-face interviews. As their title implies, their final specialism is offering high-quality focus group recruitment as a part of the complete vary of qualitative and quantitative fieldwork providers.

Use instances: Recruiting audiences for shopper understanding (to spotlight opinions, behaviors, and preferences in relation to a market, product, or service), B2B market analysis (utilizing a mix of their very own panel, specialist databases, social networking, and recruiters), tech professionals and customers (focussing on customers who use explicit apps or {hardware}, and B2B know-how resolution makers), and healthcare professionals and sufferers (to supply insights on all the pieces from branding to new product testing).

Statista

Statista is a number one supplier of market and shopper information, continuously creating profitable new merchandise and enterprise fashions.

Places: International (18+ places of work)

Specializms: Statista divides its supply into 4 specialisms: Content material & Design focuses on analysis and data design, eCommerce Insights supplies market analyses, benchmarking and lead era, Client Insights analyzes shopper conduct and media utilization on- and offline, based mostly on the information of 1,700,000 customers from 56 international locations, whereas Market Insights covers market sizing and forecasts.

Use instances: Market Insights (protecting a broad vary of matters, from shopper items to know-how to cars), Client insights (highlighting shopper attitudes and conduct worldwide), Firm insights (offering enterprise data on 70m+ private and non-private corporations), and eCommerce insights (providing detailed data for 39,000+ on-line shops and marketplaces).

Gartner 

Delivering actionable, goal insights to executives and their groups to assist them make quicker, smarter choices.

Places: International (90+ places of work)

Specializms: From benchmarks to frameworks to rankings, Gartner supplies the sensible options that rework mission-critical priorities into measurable enterprise outcomes. Benchmarking leverages their best-in-class diagnostics to excel the place it issues most, finances smarter, and make perform more practical. Price Optimisation identifies the place to cut back, defend and make investments to drive progress and effectivity, whereas Strategic Planning creates a transparent and streamlined street map to satisfy enterprise objectives.

Use instances: Audit and danger, customer support and help, finance, human sources, data know-how, authorized and compliance, advertising and communications, product administration, gross sales, technique, and provide chain.

Dynata 

The world’s largest first-party information firm, protecting 70 million customers and professionals, totally permissioned with billions of verified information factors.

Places: International (40+ places of work)

Specializms: Dynata divides its specialisms into two broad classes: information and perception options, uncovering correct and actionable insights to drive smarter decision-making, and promoting options designed to measure & optimize your cross-channel campaigns to enhance your advertising ROI.

Use instances: Dynata’s use instances cowl a broad sweep of market analysis duties, together with discovering and deciding on your very best viewers, constructing surveys to get you nearer to your customers, connecting information throughout silos, viewers and marketing campaign activation to drive higher marketing campaign outcomes, artistic testing to supply memorable adverts that maximize ROI, and sharing studies and analytics.

Comscore

A pioneering viewers measurement firm, precisely measuring audiences in an more and more cross-platform world.

Places: International (30+ places of work)

Specializms: Automotive, FMCG, retail and journey (planning, transacting, and evaluating promoting throughout platforms to extend engagement and ROI), digital (correct measurement throughout all platforms), monetary (complete reporting of aggressive efficiency throughout acquisition and retention KPIs), pharma (privacy-focused, holistic measurement of marketing campaign outcomes), and tech (understanding rising shopper traits, machine utilization, and platforms). 

Use instances: Promoting (measuring and evaluating effectiveness throughout platforms), advertising impression (maximizing effectiveness), programmatic focusing on (for cross platform audiences), TV audiences (measuring measurement and make-up), digital audiences (measuring all content material sorts), motion pictures (measuring world field workplace efficiency), social (understanding worth of social audiences).

Streetbees

The world’s first “human intelligence platform”, Streetbees captures actual life moments, at scale, and in individuals’s personal phrases.

Places: London and Lisbon

Specializms: Streetbees at the moment has two flagship options that replicate their space of specialization. Streetbees GO captures and communicates the context and emotion of 4.5m lives so manufacturers could make the fitting progress choices by way of demand areas, class improvement, market traits and model progress. Its Price of Dwelling Monitor helps manufacturers create successful methods to fight inflation by observing how customers’ spending is altering of their class.

Use instances: Observing the second of reality, by capturing actual life conduct in the mean time a shopper decides. By no means depend on claims once more. Getting nearer to customers at scale, by accessing wealthy information with images and movies from hundreds of thousands of customers world wide. Development by way of AI additionally means that you can spot hidden progress alternatives by making use of AI to hundreds of thousands of actual life observations from actual customers.

Final phrases

Twelve completely different market analysis corporations, with twelve alternative ways to assist manufacturers by taking the intestine really feel out of decision-making. 

Market analysis FAQs

How a lot does it price to rent market analysis corporations?

The price of accessing a market analysis firm’s platform – assuming they provide one – varies significantly between suppliers. LinkedIn suggests some ballpark figures for customized analysis initiatives, though clearly this could differ dramatically.

How do you perceive shopper/buyer conduct?

Utilizing market analysis, a course of that begins with amassing information in your prospects, adopted by qualitative and quantitative strategies like focus teams, surveys and buyer conduct information. The purpose is to investigate the information to search for traits and patterns.

What does advertising analysis do for a corporation?

Market analysis supplies important details about your market and your small business panorama. It might let you know how your organization is perceived by the goal prospects and shoppers you wish to attain. It might additionally provide the shopper insights you might want to refine your product, ace your advertising plans, and measurement up new markets.