During the 2017 Marketing Research Forum in Milan, Assirm (Italian Association of Market Research) presented an interesting study focused on market research in SMEs.
The study called “The value of market research: the SMEs perspective” was conducted by the Assirm Studies Center that administered web surveys to SME using IdSurvey survey software.
Results are really interesting: 60% of Italian small and medium enterprises that answered the invitation said that they administered and/or commissioned market research at least once and 95% thinks that data collected with the research resulted in being fundamental for them.
Companies that joined the survey stated that market research was strategically crucial also for information on trends (95%), trend preview (93%) and information on their competitors (91%).
According to the study, 77% of small and medium enterprises is satisfied with the data they got from market research, so much that 52% of them foresees an increased amount of investment for MR in the next 5 years.
What these data say is that the market research status in Italy is more than positive and that data collected through MR are more and more fundamental for companies to support their growth and development.