Although it has been a truism that many of the larger MR players survive by simply using their size to buy up promising, innovative companies, the current recession has not been kind to them. And it raises the question of whether this trend is sustainable.

Research World (May issue) notes that:

1. Synovate and Kantar revenue fell approx. 8% in Q4 of last year (relative to prior Q4)
2. Gfk was down 6%
3. Ipsos was down 4%

These are some of the largest players.

With declines like this it may not be as easy for these firms to buy their growth via acquisition. If they can’t, then these new entrants may overwhelm them.