Washington, DC, April 18, 2014 – The 25th wave of the Research Industry Index (RII) – Marketing Research Association’s (MRA) quarterly study to track the health of the marketing research industry in the U.S. – continues to show the improved levels experienced for the previous two waves. With a current score of 100, this wave represents the first time in the study’s 6 year history that a triple digit index score has been present for 3 quarters in a row.
The continuing trend for improvements in key metrics such as RFPs/proposals, projects/booked revenue and staffing levels are credited for the recent 100-102 scores. While the industry continues to show healthy improvements overall, the business climate is still difficult for some smaller firms (under $1 million in annual revenue), however; even they are showing improvements compared to the previous quarter.
“When looking at the history of RII, which includes 25 reporting quarters, this wave is only the fifth time that triple digit scores have been achieved,” said MRA’s Director of Research, Amy Shields, PRC. “Combined with being the first time an index of 100 or higher has been recorded for more than 2 waves, the findings from 2013 are the most optimistic we’ve seen,” she added.
This wave of the RII is based on online interviews that were conducted among 212 owners or senior level managers from both corporate researchers and marketing research firms in February and March of 2014. Responses are reflective of business conditions during and ending fourth quarter, 2013. On behalf of the MRA, the survey was hosted by Issues and Answers and reporting was completed by Cooper Roberts Research.
For more information, visit http://www.marketingresearch.org/research-industry-index
RII was produced in partnership with Issues & Answers and Cooper Roberts Research.
Founded in 1957 and based in Washington, DC, the Marketing Research Association (MRA) is the leading and largest association of the opinion and marketing research profession, which delivers insights and intelligence to guide the decisions of companies providing products and services to consumers and businesses.