Just when you think the rough waters of 2008 and 2009 are behind you, the economic climate gets murky again.
So what does this mean for Market Research publishers and purchasers? At the dawn of Marketresearch.com we were told market research buying was counter-cyclical. A number of experts told us that in good times people buy market research because budgets are flush, and in bad times companies needed market research as a roadmap to the future.
As with most things these are partial truths.
As a market research publisher and provider we are in the optimism business. When people are optimistic, they plan for the future, they make investments, they create new products, they buy companies and they buy market research to help them make the right choices.
We're not that different from the world's stock markets, because they too operate on a plane of optimism. When people feel good about the future they buy stocks. A company's share price is in fact a measure of their future earnings.
So is market research immune to the up and downs of the economy? Of course not. When the economy is strong, budgets are full and investment is high, companies buy market research and stock up on information about all the different directions they want to run.
So what happens when the economic news turns sour? Budgets get tight, people get scared and everybody pulls back. In some ways the need for market research actually increases. The need is there, but the budget isn't.
For Marketresearch.com, the calls keep coming, the questions, the need for details, the requests to buy a page, to use our Profound service where you can buy market research by the slice rather than the whole pie.
So is market research purchasing counter-cyclical? Marketresearch.com helps the world's companies and entrepreneurs make their most important business decisions. These decisions exist in good times and in bad times. Some times short term constraints rule the day, and sometimes the long term needs of the company conquer the near term budgetary fears.
Learn about our company and the services and products we offer: http://www.marketresearch.com
Outplacement agency stocks, for example, would be considered counter-cyclical, because these companies help laid-off workers find jobs in exchange for a fee. This type of company would be more successful during times of recession, because there would be more unemployed workers at that point in time compared to times of expansion.
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