Pure Profile and BronTech, page-6

Allow me to clarify...

The agency side customised market research space, reliant on third party survey data. That game is dying. The D&I for PPL is growing because they have made gains in markets other than Australia. The Australian agency side is certainly in dire straits and PPL is wise to broaden their horizons. PPL make the fair share of their D&I revenue from deploying surveys to their panellists on behalf of agencies. If they were to solely play in the AU market they would also be on the decline, hence why they decided to branch out into media to partly cover the shortfall and partly because they gambled (and lost).

Qualtrics, Medallia and co. primarily offer CEX solutions for brands/clients using their own data. This is not market research per se. In fact very little of what they do provides a competitive snapshot. 

The demand for data and insights is real but clients mine their own data and the need for vendors is less (hence the MR industry is in decline).