Does keeping it in-house pose a threat to research agencies?
Is the eternal risk of complete internalisation real?
ESOMAR’s Global Users & Buyers of Insights 2023 report shows that around half of all projects (48%) are conducted internally, with signs hinting at a preference for simpler, likely cheaper projects being chosen for internalisation.
Challenges for insight generation come from within
As portions of the research function were transferred from the agency side to the client side, so did the professionals themselves.