Distribution of global market research spend by project type 2018

This statistic shows the distribution of global market research spending in 2018, by research project type. In that year, 12 percent of the global market research spending was on usage and attitude studies.

Distribution of market research spending worldwide in 2018, by research project type

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Release date

September 2019



Survey time period


Supplementary notes

Market measurement: including syndicated or custom retail/consumer panel/surveys for market size, share and tracking, including online.
Market modeling: including marketing mix and media modeling.
New product/service development: including testing of concepts, products, services, packaging, pricing, mix, etc. and volume forecasting.
Media audience/research: including viewing, listening, readership, including online.
Usage and attitude studies: including segmentation studies and motivational research.

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Statistics on "Market research"

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