{"id":161872,"date":"2022-10-26T15:31:10","date_gmt":"2022-10-26T13:31:10","guid":{"rendered":"https:\/\/ipmark.com\/?p=161872"},"modified":"2022-10-26T16:26:56","modified_gmt":"2022-10-26T14:26:56","slug":"investigacion-de-mercados-recupera-niveles-prepandemia","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=161872","title":{"rendered":"La Investigaci\u00f3n de Mercados recupera los niveles pre-pandemia"},"content":{"rendered":"<p><strong>La industria de Investigaci\u00f3n de Mercados vuelve a situarse a niveles pre-pandemia. A nivel global, las ventas de las firmas del sector alcanzaron en 2021 los 119.000 millones de d\u00f3lares, un 10,8% m\u00e1s que en 2020. En Espa\u00f1a, la industria percibi\u00f3 el a\u00f1o pasado un total de 521 millones de euros, un 7,2% m\u00e1s que hace dos a\u00f1os.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan los datos recogidos en Global Market Research Report (GMR), elaborado por ESOMAR con la contribuci\u00f3n de Insights + Analytics Espa\u00f1a para las cifras de nuestro pa\u00eds, la Investigaci\u00f3n de Mercados se ha visto impulsada en 2021 tanto a nivel global como nacional.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Las empresas espa\u00f1olas cerraron 2021 con una <strong>cifra de negocio de 521 millones de euros, superando incluso lo conseguido en 2019, cuando percibieron 520 millones<\/strong>. La Investigaci\u00f3n de Mercados ya supone en nuestro pa\u00eds <strong>el 7,2% del total de inversi\u00f3n publicitaria.\u00a0<\/strong><\/span><\/p>\n<div class=\"infogram-embed\" data-id=\"4558d300-1eaf-4f90-b08f-3b2b7c452295\" data-type=\"interactive\" data-title=\"INVESTIGACI\u00d3N DE MERCADOS EN ESPA\u00d1A EN 2021\"><\/div>\n<p><script>!function(e,i,n,s){var t=\"InfogramEmbeds\",d=e.getElementsByTagName(\"script\")[0];if(window[t]&&window[t].initialized)window[t].process&&window[t].process();else if(!e.getElementById(n)){var o=e.createElement(\"script\");o.async=1,o.id=n,o.src=\"https:\/\/e.infogram.com\/js\/dist\/embed-loader-min.js\",d.parentNode.insertBefore(o,d)}}(document,0,\"infogram-async\");<\/script><\/p>\n<p><span style=\"font-weight: 400;\"><strong>A nivel global, el sector finaliz\u00f3 el a\u00f1o con ventas por valor de 118.798 millones de d\u00f3lares<\/strong>, seg\u00fan las estimaciones de ESOMAR, un 10,8% m\u00e1s que en 2020. Por tipolog\u00eda de empresa, las firmas tecnol\u00f3gicas vuelven a experimentar el mayor incremento de su negocio. En 2021, sus ventas crecieron un 18,9% frente al crecimiento del 4,9% de las empresas establecidas o el incremento del 5,5% de las empresas de reporting.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">M\u00e1s Investigaci\u00f3n Ad-hoc<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Si 2020 hab\u00eda trastocado algunas de las tendencias de investigaci\u00f3n vistas en a\u00f1os anteriores, en 2021 los anunciantes han vuelto a apostar por estas. <strong>Si hace dos a\u00f1os disminuy\u00f3 la recogida de datos Cualitativa, un a\u00f1o despu\u00e9s se vuelve a recuperar con un incremento de 3,9 puntos de cuota en detrimento del Reporting<\/strong>. La recogida de datos Cuantitativa, que supone el 65,2% del total, desciende 1,2 puntos.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>En Espa\u00f1a, en cambio, la recogida Cualitativa no remonta<\/strong> en 2021 y vuelve a descender en cuatro puntos de cuota. As\u00ed, si en 2020 supon\u00eda un 8% del total, un a\u00f1o despu\u00e9s dicha cuota desciende al 4%.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Otra de las tendencias reavivadas es la <strong>Investigaci\u00f3n Ad-hoc<\/strong>, que<strong> aumenta su cuota global en 2,2 puntos hasta alcanzar el 32,4% del total<\/strong>. Descienden los paneles (-2 puntos) y las encuestas tipo \u00d3mnibus (-0,4 puntos). En Espa\u00f1a, la Investigaci\u00f3n Ad-hoc ha incrementado su participaci\u00f3n en 5 puntos y alcanza una cuota del 45%.<strong> La Investigaci\u00f3n de Paneles baja 8 puntos<\/strong>.\u00a0<\/span><\/p>\n<div class=\"infogram-embed\" data-id=\"9e439ccc-a053-49c7-890e-9189a5f8c67f\" data-type=\"interactive\" data-title=\"DISE\u00d1O DE LA INVESTIGACI\u00d3N EN ESPA\u00d1A EN 2021\"><\/div>\n<p><script>!function(e,i,n,s){var t=\"InfogramEmbeds\",d=e.getElementsByTagName(\"script\")[0];if(window[t]&&window[t].initialized)window[t].process&&window[t].process();else if(!e.getElementById(n)){var o=e.createElement(\"script\");o.async=1,o.id=n,o.src=\"https:\/\/e.infogram.com\/js\/dist\/embed-loader-min.js\",d.parentNode.insertBefore(o,d)}}(document,0,\"infogram-async\");<\/script><\/p>\n<p><span style=\"font-weight: 400;\">De igual modo, se refuerza en 2021 la obtenci\u00f3n de datos a trav\u00e9s de online y m\u00f3vil, tanto en Cualitativo como Cuantitativo. Respecto al primero, la recogida digital o mediante m\u00f3vil de datos aumenta su cuota un punto hasta alcanzar una partida del 5,8%, mientras que en el segundo, dicha cuota se sit\u00faa en el 32,6% tras haberse incrementado 1,3 puntos.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tambi\u00e9n aumentan las Reuniones de Grupo y las Reuniones de Profundidad, aunque en el caso de Espa\u00f1a las Reuniones de Grupo pasan del 4% al 2% de cuota a favor de la recogida de datos Cara a Cara, que incrementa en 2 puntos su cuota de mercado hasta alcanzar el 11%.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Un 5,2% m\u00e1s de ventas en 2022<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">De cara a este a\u00f1o, desde ESOMAR prev\u00e9n que el sector de la Investigaci\u00f3n de Mercados aumente un 5,2%, consolidando la tendencia creciente de la industria a nivel global. En Europa, las empresas del sector ver\u00e1n incrementadas su facturaci\u00f3n un 7,2%. En Espa\u00f1a, las previsiones apuntan a un crecimiento neto del 4,8%, por encima de las expectativas de crecimiento de EU15 (4,5%) y EU27 (2,3%).\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Con una cifra de negocio de 521 millones de euros en 2021, la Investigaci\u00f3n de Mercados ya supone en nuestro pa\u00eds el 7,2% del total de inversi\u00f3n publicitaria. <\/p>\n","protected":false},"author":29,"featured_media":161876,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[398],"class_list":["post-161872","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-investigacion"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La Investigaci\u00f3n de Mercados recupera los niveles 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