Strong demand growth will likely hamper price competition over the next three years
Los Angeles, CA (PRWEB) February 07, 2014
Market surveying and polling services have a buyer power score of 4.0 out of 5. Scores closer to 5 represent stronger negotiation conditions for buyers. However, recent market trends have weakened buyer power. In particular, among the larger players, mergers and acquisitions are leading to consolidation within the market, which increases the competitiveness among the larger players. Furthermore, corporate profit and expenditures are rising, driving demand for market surveying and polling services upward. According to IBISWorld procurement analyst Daniel Krohn, “the combination between decreased supplier options and increased demand has put some strain on the buyer's ability to negotiate lower prices.”
Nonetheless, the surveying and polling services market remains highly competitive. Low barriers to entry allow smaller new suppliers to continue to enter the market, alleviating the effects of consolidation. Meanwhile, new methodologies often used to replace survey and polling research are growing in popularity and offsetting the positive effects that economic improvements are having on demand. “As such,” says Krohn, “competition remains strong among market surveying and polling firms, and prices remain stable, creating a favorable environment for the buyer.”
Due to stable prices, buyers of market surveying and polling services have little need to use long-term contracts to secure current prices. However, high competition within the market creates a strong incentive for suppliers to enter into long-term contracts with buyers. Furthermore, suppliers are subject to low, stable input costs, boosting their profitability and price flexibility. As such, buyers are likely to be able to leverage long-term contracts in exchange for discounted prices. Buyers requiring specialized services have less leverage when negotiating rates. When specialized services, such as complex data analysis, are demanded, the buyer faces a reduction in the number of available substitutes that can provide the required service. As such, the buyer has less negotiating power. The four largest vendors in the market are Nielsen Holdings NV, Kantar Group, Ipsos SA and Westat Inc.
For more information, visit IBISWorld’s Market Survey and Polling Services procurement category market research report page.
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IBISWorld Procurement Report Key Topics
This report is intended to assist buyers of market survey and polling services. Market survey and polling service providers include agencies administering telephone, internet, mail, paper or on-location surveys to conduct quantitative market research. Market research can be used for understanding market size and competitors, drafting business plans, benchmarking, forecasting, litigation support, and other relevant services. Vendor offerings range from specialization in one service (e.g. only data collection) to providing full service offerings (e.g. data collection, analysis and reporting). Agencies specializing in interview, focus group or behavioral research; those reporting on secondary research; and those solely collecting broadcast media ratings are not included in this discussion.
Recent Price Trend
Product Life Cycle
Total Cost of Ownership
Supply Chain & Vendors
Supply Chain Dynamics
Supply Chain Risk
Market Share Concentration
Vendor Financial Benchmarks
Buying Lead Time
Key RFP Elements
Buyer Power Factors
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