Market Research in Canada
The Market Research industry in Canada consists of companies that gather, analyze and present data on public opinions and consumer behaviour and attitudes. Over the five years to 2018, the industry exhibited modest growth, in large part driven by an improving economy and rising consumer confidence in Canada. As corporations experienced upticks in their bottom lines, they have sought the expertise of market research companies to expand operations and revamp their product and service offerings. As the industry expanded over the past five years, industry operators benefited from rising profit margins due to the advent of high-margin services and the value of increasingly complex data analysis. Over the five years to 2023, Canadians' consumption activity is likely to continue to change significantly, thus requiring more consumer research and new research methods.
This industry comprises operators that systematically gather, record, tabulate and present marketing and public opinion data. Examples of industry-related services include political polling, sampling and statistical services, broadcast media ratings and market analysis. Operators that conduct experimental or scientific research in fields such as economics or engineering are not included in this industry.
This report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are five year industry forecasts, growth rates and an analysis of the industry key players and their market shares.
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