According to the recently released statistics from the Swedish MR industry association SMIF, gathering 17 of the countrys largest MR companies, the credit crunch doesn't seem to have hit most companies too hard. At least not during 2008. 14 of the 17 members increased their turnover during last year and only two went the other way, in both cases after having reached all time highs in 2007. One company, YouGov, entered the organisation last year and there are thus no figures to compare with.
Sifo/Research International is still number one in Sweden and this was before the merger with TNS Gallup, which is down on position four, after having been passed by both AC Nielsen and GfK already in 2007. Scandinfo and Synovate are the only two companies loosing ground during 2008.
Norstat is the undisputed number one among the fieldwork specialists, particularly as their main competitor in recent years, Hermelin, is no longer a member of SMIF. Given Hermelins economical difficulties during the recent year and Norstats 18% turnover rise, it seems likely that the battle between the two giants is now decided.
Top 5 in Sweden 2008, MSEK turnover:
SIFO/RI 279 (+2%)
GfK 217 (+17%)
AC Nielsen 210 (+9%)
TNS Gallup 172 (+1%)
Synovate 148 (-9%)
Download figures for all 17 companies 2000-2008 as a pdf here.