Mike MacLeod publishes today on his blog the 2006 Honomichl Global 25, which will be detailled in tomorrow’s issue of Marketing News. The yearly ranking by market research authority Jack Honomichl shows that, despite M&A activity, the industry is still very fragmented, with only 16% market share for its main player (VNU), and only 66% market share for the top 25 agencies combined, followed by a long tail of smaller agencies who combine 34% of the market.
It would be interesting to make comparisons with other industries including other marketing services. On the one hand, one can argue that more M&A activity is needed as economies of scale are needed to allow larger investments in technology. On the other hand, one could argue that small market research companies have more flexibility to innovate and evolve to meet their clients’ ever changing needs.
So, what do you think: is small the new big for market research?
4 Responses to “Honomichl global top 25 shows the long tail of market research industry”