Ukrainian Marketing Association (UMA) conducted its 20th annual survey of Ukrainian market research agency leaders, aiming to estimate the market’s size, structure, and growth dynamics.
This expert analysis helps marketing research agencies to understand current market trends and their own market share, and to identify development opportunities. It also providers for marketing research partners and clients – deeper insights into the market’s specifics and introduces key industry players.
In 2023, Ukrainian marketing research market demonstrated both growth and adaptability to emerging challenges. Total market size reached UAH 1,205 million (USD 31.71 million), showing a 67.3% increase in hryvnias and a 42.19% increase in dollars compared to 2022. These figures reflect the market’s gradual recovery despite difficult economic situation and challenges caused by the ongoing war.
In 2023 several major companies merged:
– NielsenIQ and GfK Ukraine merged, and in the future joint company will be named NIQ.
– Kantar Ukraine and Kantar Millward Brown Ukraine now work together under the Kantar Ukraine brand.
Top 10 market leaders
The top 10 market players, accounting for 81.4% of total market turnover, are:
– Proxima Research International and Medical Data Management
– Joint company of NIQ Ukraine and GfK Ukraine
– Ipsos
– Kantar Ukraine
– Kyiv International Institute of Sociology
– Info Sapiens
– Consumer Business Research
– RBS
– Advanter Group
– New Image Marketing Group
2023 key marketing research market trends
– Main clients: Multinational corporations continue dominating the client base (45%).
– Ad hoc research represents 64% of the market.
– Methodology: Quantitative methods prevail, comprising 80% of total research turnover.
– The pharmaceutical industry shows traditionally high growth rates, with significant growth observed in: International foundations and donors (from 2.7% in 2018 to 14.7% in 2023), Retail (from 1% in 2018 to 5.6% in 2023), NGOs (from 1% in 2018 to 2.5% in 2023), Research institutions (from 0% in 2018 to 5% in 2023)
Challenges and Ethical Considerations
Despite challenges such as workforce migration, mobilization risks, economic uncertainty, and logistical difficulties, the market retains growth potential.
Notably, respondents have become more sensitive, and research topics more ethically focused—examples include studies involving internally displaced persons and residents of de-occupied territories. This requires careful respondent recruitment and high responsibility of research agencies. Furthermore, online data collection introduces new challenges in participant validation.
UMA recommendations for clients of research agencies
UMA advises clients of research agencies to check claims of membership in professional associations. Cases of fraudsters falsely claiming membership in UMA and ESOMAR have increased. Please, check membership information on the official websites of these associations.
Learn More
A comprehensive analysis of the 2023 marketing research industry, along with profiles of key research agencies, is available in the Marketing in Ukraine journal, Issue 4-5\2024.
https://uam.in.ua/wp-content/uploads/2024/11/2024-04-05.pdfLink