how is market research used by marketers around the world?

how is market research used by marketers around the world ? We asked marketers in 5 countries to tell us how they use consumer insights to help them in their daily jobs. Here is what they told us and what we discovered. United Kingdom United Sweden Germany Spain States which areas of marketing do you think are the most important? all marketers agree on these being the key areas, but. United United Sweden Germany Spain States Kingdom Advertising O 24% 27% 33% 19% 38% Public 36% 21% 21% 24% 16% Relations O9 Social Medial 21% 21% 25% 25% 27% SEO ) 16% 16% 21% 12% 6% Direct Mail 2% 8% 7% 10% 11% Sponsorship 1% 7% 1% 2% sweden is a stronger + sponsorship believer while Germany gives SEo almost as much importance as social Media and PR how often do you perform market research? United States United Kingdom Germany Monthly 39% 37% 27% Every 2 months 8% 22% 19% Twice a year 9% 16% 20% Once a year 7% 12% Less than once a year 37% 16% 22% Sweden Spain Monthly 24% 30% Every 2 months 10% 17% The UK stands out as the most frequent Market Research spender Twice a year 11% 20% Once a year 14% 15% Less than once a year 41% 18% in which way do you prefer to undertake market research? online surveys Win United Kingdom United Sweden Germany Spain States Online Survey 68% 50% 49% 53% 59% Telephone Survey 7% 11% 17% 11% 14% Smartphone 4% 2% 7% Face to Face 13% 26% 27% 22% 16% Group Postal Survey 8% 9% 5% 12% 4% how much of your marketing budget goes into market research every year? 6,000 12,000 30,000 60.000 300.000 don't know United States 33% 6% 1% 5% 2% 2% 51% United Kingdom 28% 6% 12% 10% 3% 3% 38% Sweden 24% 5% 1% 2% 0% 2% 66% Germany 29% 14% 7% 7% 4% 2% 37% Spain 31% 12% 10% 3% 5% 2% 37% what is your primary objective for using market research? sales increase takes the lead, but. .brand awareness steals the show in sweden United United Sweden Germany Spain States Kingdom Increasing Sales 48% 37% 33% 35% 29% Brand Awareness 25% 3% 38% 22% 27% New Product 11% 22% 6% 14% 13% Development Development of Marketing Strategy 16% 28% 23% 29% 31% while the uk feels strongly for product development The us is the least interested in strategy impravement About Cint About this survey Cint empowers access to opinions by innovating the way market insight is gathered. Cint's exchange platform, OpinionHUB, the fully transparent insight marketplace, brings together questions and answers from all around the world. This survey polled nearly 500 individuals working within the marketing sector across five countries and was undertaken in March 2012 using DIY research solution, Cint Access. cint www.cint.com