Commoditisation: Will the global price of the online Usage & Attitude study recover or continue to fall 2016 - 2020 as an annual percentage?

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§ Judgement rule

How will the final result of the question be determined?

This prediction question shall be judged by the average annual percent increase or decline of the global price of a 15 minute 'Usage & Attitude' study between 2016 and 2020 as specified in the ESOMAR Global Prices Study. Should the study specifications change between 2016 and 2020, the price comparison shall be adjusted accordingly. The average annual price change is calculated as a compound rate, i.e. the fourth root of (Price_2020/Price_2016).
Reference date: Sept. 30, 2020, 24:00 CEST

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Price trend

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Wiki article


Commoditisation - Copyright: Fair Use

Recent Pricing Trends (GPS 2016)

In the six years since the start of the decade in 2010, the price of online Usage & Attitude studies (U&A) -- currently the most typical quantitative study type -- has declined rapidly, at an average of -5.2% per year. [1] Will this trend continue?

The project's character has also seen somewhat of a decline over the period: interview length nearly halved, reflecting ever shortening respondent attention spans. In 2016, ESOMAR reduced the underlying interview length for U&A from 25 to 15 minutes which translated into a 24% decrease vs. the 25 minute project price.

Note: The project definition includes fieldwork and tabulation only, no analytics or client presentations.

Usage and Attitude Study Price - Copyright: ESOMAR

Year Price Trend
2010 $10,900 -
2011 $10,335 -5.2%
2012 $9,800 -5.2%
2013 $9,649 -1.5%
2014 $9,500 -1.5%
2015 $8,663 -8.8%
2016 $7,900 -8.8%


  1. ESOMAR Global Prices Study 2016 (GPS)

PS: Thanks to Lucy Davison of Keen as Mustard for suggesting the question.

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Publication is overdue 2020/09/30 24:00 CEST