Source: Marketing Research Association
Notes: Business activity in the US marketing research industry just turned in “the most positive 12 month period in the history” of the MRA’s report, which dates to the 4th quarter of 2007. The Research Industry Index (RII), an indicator of business activity in the industry, postedÂ a score of 100 in Q1 2014, the 4th consecutive quarter of 100 or higher.Â Given that Q4 2007 is the baseline, that means that activity is back at pre-recession levels.
About the Data: The 26th wave of the RII is based on online interviews conducted among 202 owners or senior level managers from both corporate researchers and marketing research firms in April and May of 2014. Responses are reflective of business conditions during and ending 1st quarter, 2014.