Market research worth 12m euros in 2004

Market and brand research will be one of the most dynamic markets in Romania over the coming years owing to tighter competition on the market that will see major companies order more surveys.

Estimated at around 12 million euros last year, the research market will rise by 20-30% per year, reaching 30-40 million euros within four to five years, according to the representatives of British company Millward Brown, one of the largest market research firms in the world.

Millward Brown, whose clients include Unilever, Coca-Cola, SAB Miller, Danone and Kraft Foods, made a first step in entering the Romanian market by entering into a partnership with the domestic company Daedalus Consulting.

“Romania’s market is in full swing in terms of research carried out by companies assessing branding policies. Domestic firms long ago took the first steps in market research and Romania has already walked about one third of the road towards brand development. This is a period in which a lot of new brands are entering the market and old ones are strengthening their positions,” said Tamas Gezci, deputy manager for Europe with Millward Brown.

Through this partnership, Daedalus Consulting will be the exclusive provider of Millward Brown services on the domestic market.

Millward Brown, which is part of the Kantar group, is one of the world’s top ten market research companies. Kantar is the information, research and advisory arm of WPP, a world leader in advertising and marketing. Millward turns over more than 500 million dollars globally.

“The partnership with Millward Brown will allow us to launch in Romania some standard products in the area of brand policy and brand impact. Daedalus Consulting will have access to Millward infrastructure so that it can serve its customers better,” said Daedalus Consulting general manager Daniel Enescu.

He said there are other internationally known companies in market research that are interested in entering the Romanian market in the coming period.

According to Daedalus, the Romanian poll and market research market last year amounted to 12 million euros, which is four times lower than the Hungarian market. Growth for the coming period is estimated at 20-30% per year.

The main market research companies in Romania are GfK, Mercury and Synovate, with Daedalus Consulting the main Romanian-owned company in the field. georgiana.stavarache@zf.ro