MRS industry research conducted by Watermelon Research.

1. Watermelon
MRS industry research on COVID
19
Follow-up wave August 2020

2. Full service agency (mixed methodology) 41
Independent consultant 13
Full service agency (qual specialist) 8
Full service agency (quant specialist) 5
Fieldwork/tabulation services 3
Data analytics 2
Qualitative recruitment/viewing facilities 2
Data preparation & processing 1
Something else 1
0-9 people 43
10-49 people 15
50 people + 17
Prefer not to say 1
Up to £1m 37
£1m - £5m 18
£5m - £25m 7
£25m + 9
Prefer not to say 5
Analysis & reporting 60
Strategic consultancy 56
Face to face qualitative 55
Telephone qualitative 50
Online data collection (quant) 48
Online qualitative 46
Telephone data collection (quant) 43
Face to face data collection (quant) 38
Data processing 35
Qualitative recruitment 28
Data analytics 27
Paper/postal data collection (quant) 23
Mystery shopping/observation/audits 16
Sample/panel management 16
Viewing facilities 10
Transcription/translation 5
Organisation type Number of employees
Turnover last FY
Methodologies & techniques offered
76 research industry leaders took part in the survey - 12th – 31st August 2020
(Wave 1 – 176 responses – 23rd April – 10th May 2020)

3. 14%
29%
55%
Decline
Remain the
same
Grow
10%
45%
45% 0-19%
20% or more
Don't know
Prefer not to say
Business predicted to
decline by…
5%
5%
26%
36%
29%
0-9%
10-19%
20% or more
Don't know
Prefer not to say
Business predicted to
grow by…
Just over half of research businesses were forecast to grow this year, and more
than half of those were forecasting growth of at least 10%
A4. Was your turnover forecast to decline, remain the same or to grow prior to the outbreak of COVID 19? Base: All respondents (76)

4. Decline
Remain the
same
Grow
1% 3%1%
8%
2%
8%
9%
4%19%
18%
68%
59%
Declined significantly
Declined slightly
Remained flat
Increased slightly
Increased significantly
Prefer not to say
April/May August
Impact on revenue since
beginning of COVID 19
A majority of research businesses has seen a negative impact on revenue from Covid-
19, although a smaller proportion than in May. Around half predict a revenue decline of
between 11 and 50%.
87%
3%
24%
27%
12%
16%
12%
6%
5%
25%
27%
12%
22%
5%
4%
Down by up
to 10%
Down by 11
to 25%
Down by 26
to 50%
Down by 51
to 75%
Down by
more than
75%
Revenue
stopped
completely
Don't
know/prefer
not to say
April/May 2020
August 2020
Predicted impact on
revenue due to COVID 19
B2. How would you describe the impact on your revenue since the start of the COVID 19 outbreak? Base: All respondents (April/May 176, August 76)
B3. Are you able to quantify or forecast how much your revenue is likely to be affected by this situation? Base: All forecasting a decline (April/May 153, August 59)
76%
Agencies conducting F2F fieldwork
more likely to cite significant decline Smaller companies and those conducting
F2F fieldwork more likely to predict
revenue loss of last least 75%

5. Decline
Remain the
same
Grow
The most notable changes since May in how businesses have been affected are the
increases in the number of businesses who have applied for business loans, and those
who have made staff redundant.
5%
10%
0%
2%
3%
6%
9%
15%
21%
32%
35%
60%
Prefer not to say
None of these
Ceased trading
Made people redundant
Unable to pay employee salaries at all
Unable to pay supplier invoices
Apply for a business loan
Unable to pay employee salaries in full
Critical issues with cashflow
Reduce salaries/make pay cuts
Client invoices not paid on time
Furlough staff
How businesses affected in April/May
B4. Which, if any of the following, have affected your business since the start of the COVID 19 outbreak? Base: All respondents (April/May 176, August 76)
3%
24%
4%
17%
0%
4%
22%
11%
13%
30%
25%
50%
How businesses affected in August
Independent consultants and those
companies with up to 9 employees most
likely to say ‘none of these’

6. 6
-
3
1
-
1
2
Up to 10% 11 to 25% 26 to 50% 51 to 75% 76 - 99% All staff Prefer not to
say
Although only based on 13 companies who have made, or are planning to make,
redundancies, around half of these say it will affect up to 10% of staff, but the remainder
say that at least a quarter of staff will be affected by redundancy.
Proportion of staff being made redundant
(based on 13 responses)
B4a. What proportion of your employee base has been, or will be, made redundant? Base: All who said they have had to make people redundant (13)

7. 12%
13%
25%
27%
19%
17%
26%
25%
29%
25%
25%
22%
13%
3%
4%
2%
9%
12%
19%
18%
21%
25%
16%
25%
13%
26%
34%
27%
23%
33%
32%
26%
7%
25%
8%
2%
12%
3%
12%
6%
18%
5%
11%
2%
11%
6%
14%
10%
17%
15%
33%
63%
82%
69%
83%
August
April/May
August
April/May
August
April/May
August
April/May
August
April/May
August
April/May
August
April/May
August
April/May
August
April/May
August
April/May
Small % stopped
Large % stopped
Entirely stopped
Although the majority of face to face fieldwork remains severely affected, the proportion
of those who say it has entirely stopped has decreased. A number of other
methodologies are reporting a smaller proportion of activity having stopped than in
April/May.
93%
98%
90%
91%
79%
65%
69%
45%
63%
62%
44%
61%
47%
60%
57%
47%
B5. Of the various techniques and methodologies you offer, how much have these been impacted by the current situation with COVID 19? Base (April.May/August): Strategic consultancy (118/53) F2F quant (85/35) Tel quant (122/40) Online quant
(122/45)Qual recruitment (79/26) F2F qual (133/52) Tel qual (113/47) Online qual (114/43) Data processing (85/32) Analysis & reporting (142/57)
Face to face qualitative
Face to face data collection (quant)
Qualitative recruitment
Telephone data collection (quant)
Strategic consultancy
Online data collection (quant)
Analysis & reporting
Telephone qualitative
Data processing
64%
47%
37%
23%
Online qual

8. Fewer than a quarter of those who offer face-to-face fieldwork have recommenced since
restrictions began to ease, and the volumes are significantly lower than before. The
majority have not recommenced, and some have already decided they will no longer
offer this.
A5a. Have you recommenced face-to-face fieldwork since lockdown restrictions have started to ease? Base: All who offer face-to-face (62)
11%
5% 6%
2% 0% 0%
69%
5%
2%
24% have recommenced face-to-face fieldwork
All at lower volumes than before
Degree to which face-to-face fieldwork has recommenced, if at all

9. 5%
6%
6%
12%
14%
25%
19%
25%
26%
22%
20%
21%
34%
33%
42%
32%
9%
20%
12%
5%
25%
4%
6%
4%
22%
11%
19%
16%
9%
2%
7%
4%
33%
24%
0%
1%
2%
11%
2%
1%
9%
4%
30%
15%
August
April/May
August
April/May
August
April/May
August
April/May
August
April/May
August
April/May
August
April/May
August
April/May
August
April/May
August
April/May
Remains unchanged
Increased a little
Increased a lot
Already the key area to have seen some benefit from the situation, agencies are
reporting even stronger increases for online qual now. Analysis & reporting, data
processing, online quant and telephone quant are also more positive than in April/May.
Face to face qual
Face to face data collection (quant)
Qualitative recruitment
Telephone data collection (quant)
Strategic consultancy
Online data collection (quant)
Analysis & reporting
Telephone qualitative
Data processing
Online qual
B5. Of the various techniques and methodologies you offer, how much have these been impacted by the current situation with COVID 19? Base: Strategic consultancy (118/53) F2F quant (85/35) Tel quant (122/40) Online quant (122/45)Qual
recruitment (79/26) F2F qual (133/52) Tel qual (113/47) Online qual (114/43) Data processing (85/32) Analysis & reporting (142/57)

10. In line with the proportion of customers who have furloughed staff, half of companies
interviewed have applied for the Job Retention support scheme. There has been an
increase since May in those applying for Business Interruption Loans.
4%
35%
8%
21%
10%
51%
13%
22%
3%
9%
14%
60%
Prefer not to say
None of these
SISS
CBILS
Business Rates holiday
Job Retention Scheme
April/May 2020
August 2020
Support schemes applied for:
C2. Which, if any, of the following schemes or types of aid have you applied for? Base: All respondents (April/May 176, August 72)
Of these, most were successful, one rejection and two still waiting to hear
Of these, all were successful apart from one still waiting to hear

11. 11%
19%
11%
8%22%
19%
5%
6%
6%
14%
14%
20%
26%
29%
34%
51%
69%
Prefer not to say
None of these
Face to face interviewers
Telephone interviewers
Qualitative recruitment team
Data scripting/coding/processing executives…
Marketing/finance/HR roles
Fieldwork support/management
Office admin/support roles
Research/insight executives (any levels)
6%
23%
29%
37%
46%
63%
Prefer not to say
Interviewers
Entry level/trainees/apprentices
Team leaders (equivalent of
SAD/RD level)
Senior management
Junior or mid level team members
(equivalent of RE - AD level)
All of those who applied for support through the government’s furlough scheme were
successful, although a small proportion did not end up using this option. There were
higher proportions of staff furloughed than seen in April/May although roles & levels
affected were broadly similar.
D3. What proportion of your staff has been furloughed? D4. What type of staff have been furloughed? D5. What levels of staff have been furloughed? Base: All who applied for furlough support (37)
Up to 10%
11 to
25%
26 to 50%
51 to 75%
76 to
99%
All
staff
None
All those who applied for furlough support were successful.
% of staff furloughed: Types of staff furloughed: Levels of staff furloughed:

12. 3%
3%
9%
9%
11%
17%
3%
6%
9%
11%
26%
40%
There is a mixture of companies still using furlough and those who have ended it, with a
variety of outcomes for staff including returning to work, working part-time/reduced
hours, pay reductions and redundancies.
D3a. Have you taken advantage of the ‘flexible’ furlough scheme, allowing for part-time furlough and part-time working? Base: All who applied for scheme (35)
Db3. What is the current status for your staff regarding furlough? Base: All who applied for scheme(35)
Current status of staff in relation to furlough:
57%
34%
9%Yes - for all staff on
furlough
Yes - for some staff on
furlough
No
Taken advantage of ‘flexible’ furlough:
Some staff are still on furlough, and some of those who were on furlough have
now returned to work
We have more or less had the same individuals on furlough throughoutand that
remains unchanged
We still have some staff on furlough and have also now made redundancies
We will continue to use the furlough scheme until the end of October after which
we will make some redundancies
We have rotated the individuals on furlough, but the total number on furlough
remains more or less the same
We have ended use of the furlough scheme and staff have returned to full-time
work
We have ended use of the furlough scheme and have now made redundancies
We have ended use of the furlough scheme and some/all staff have moved to
reduced hours
We have ended use of the full-time furlough scheme but some/all staff are still on
part-time flexi-furlough
We have ended the use of the furlough scheme and some/all staff have had pay
reductions
None of these
Prefer not to say
Still using
furlough
scheme
Ended use of
furlough
scheme

13. 12% 17%
11% 7%
11% 15%
40% 33%
22% 26% Very helpful
Somewhat helpful
Neither helpful nor
unhelpful
Not very helpful
Not at all helpful
Helpfulness of government schemes for
businesses in the research & insight sector
“The furlough scheme was a life saver - however most of our clients are in retail and hospitality and
therefore directly affect our work. We have no work currently.”
“The furlough scheme has been key in keeping people in jobs and the Bounce Back scheme in helping
cashflow short term, but the testing time is about to hit us as we emerge from the furlough scheme.
Whilst we've been able to keep employees in jobs, we've had all our bills to pay, including high rent and
the loan is just that, a loan. If face to face doesn't pick up in the coming months, viewing facilities will be
in trouble.”
“The furlough scheme was useless for us, our staff are on higher salaries and we'd rather keep them
working even if at lower margins for the business. We also have a business in the US and the PPP
scheme was much better there at helping retain jobs and keep people working. We are completely
disillusioned with the UK government response and will stop investing in the UK.”
“One man band limited company - most of salary in dividends. So little financial support received and
will be stopped in October.”
What’s been helpful…
And less helpful…
Companies interviewed in August were slightly less likely to have found government
schemes helpful, although furlough is still seen as a real benefit for keeping things
going. The main issues are those for whom furlough hasn’t been applicable and haven’t
had much financial support.
H1. Overall, how helpful do you think the various schemes announced by government have been for you operating a business within the research & insight sector? Base: All respondents (April/May 171, August 72)
H2. Why do you say that?
April/May August
“I have fallen between the various schemes and I am not eligible for any support. If I had not been
prudent in saving I would have been in a very poor financial situation.
“Absolutely no help at all for businesses like ours - unlike most other EU countries”

14. 5% 4% 4% 5% 8% 8% 11% 8% 7% 12%
3%
13%
4%1%
11% 8% 7% 12% 16%
22% 21% 11%
34%
20% 9%
56%
51%
53%
6%
11%
3% 11%
13%
17%
21% 16%
12%
15%
28%
26%
17% 8% 19%
4%
4% 15%
20%
21%
13%
6%
10%
23%
8% 13% 24%
9% 7%
37%
27% 22%
37%
37%
20%
25% 27%
31% 15%
25% 21% 14%
17% 9%
47% 43% 47%
20%
13%
28%
17% 16%
12%
19%
7% 9% 10%
2% 9%
Very likely
Quite likely
Neither likely nor
unlikely
Quite unlikely
Very unlikely
Don't know/Prefer
not to say
How likely it is this will affect your business following the COVID 19 outbreak
Although research agencies are still predicting a major impact on new business
commissions and lower revenues, there are fewer anticipating both lower revenues and
cashflow problems than in April/May.
H5. Looking ahead to the rest of 2020, how likely do you think each of the following are to be factors affecting your business following the COVID 19 outbreak? Base: All respondents (70)
Net likely: 84% 70% 68% 57% 50% 48% 43% 43% 43% 34% 32% 30% 24% 19% 17%
vs April/May

15. 12%
21%
57%
97%
88% 75%
37%
Anticipate large degree of home
working for foreseeable future
Giving people flexibility to
choose balance between
home/office
Expecting all to have some level
of office working within 2-3
months
Many staff already returned to
office
Yes No
Return to office-based working
Although research agencies are still predicting a major impact on new business
commissions and lower revenues, there are fewer anticipating both lower revenues and
cashflow problems than in April/May.
H7a. Which of the following statements about returning to office-based working apply to your company? Base: All who gave an answer (49)

16. 18% 19% 23%
36% 40 % 35 %
43 % 46%
54% 58 % 59% 61%20% 21% 21%
12% 21%
16% 15%
15% 13%
21% 17%62% 59% 57% 55% 48 % 43 % 41 % 39% 31% 28 %
19% 22%
Research among research industry employees shows that while an overwhelming
majority want to continue working from home in some capacity, and that there are
mental health benefits, there are some concerns that need to be addressed.
Q:C3C. Would you like to continue to work from home once the coronavirus lockdown is over? Base: All respondents (1143)
C4. To what extent do you agree or disagree with the following statements about working from home? Base: All respondents (1143)
13%
11%
48%
24%
96%
would like to work
from home more often
Full-time
A few days a
week
Once a week
Yes but not
regularly
Only 3% do not want to work
from home more often
Agree
Disagree
Not having
to commute
to work has
improved
my mental
health
I feel more
relaxed
working
from home
I have a
better work
life balance
working
from home
I am
working
longer hours
now that I
am working
from home
I struggle to
build in time
to go
outside
during the
day when
wfh
I find it hard
to draw
boundaries
between
work and
rest
Working
from home
makes me
feel isolated
I am more
distracted
when I work
from home
I’m worried
about the
impact
prolonged
wfh will
have on my
mental
health
Working
from home
more has
increased
my stress
levels
Working
from home
more has
made me
feel more
anxious
I struggle to
stay in
contact with
my
colleagues
when wfh
Attitudes to working from home – Opinium/MRS MentalWellbeing study 2020

17. 34%
21%
8%
35%
42%
33%
14%
16%
21%
13% 16%
31%
3% 4% 7%
Levels of optimism and pessimism looking ahead
Next quarter Next 6 months
13% 13% 13%
26% 29%
18%
17% 14%
17%
34% 32%
37%
8% 11% 13%
Very optimistic
Fairly optimistic
Neither pessimistic nor optimistic
Fairly pessimistic
Very pessimistic
Prefer not to say
Next 12 months
63%
41%
69%
Levels of optimism among business leaders are somewhat higher now than in April/May,
although there are still four in ten feeling pessimistic about business prospects for at
least the next six months.
B1. Thinking ahead, how optimistic or pessimistic do you feel about the prospects for your business…. In the next quarter/six months/12 months? Base: All respondents (April/May 176, August 76)
April/May August April/May August April/May August
39%
42%
32%
Larger companies are much more optimistic in
outlook than smaller companies.

18. The factor most likely to be seen as beneficial to research & insight businesses is
widening broadband coverage. VAT relief and tax credits are seen as the next most
beneficial areas.
H8. Thinking about the following areas that MRS is woring on to help aid recovering within the research & insight sector, please rate each of the following out of 10, where 10 is extremely beneficial and 0 is not at all beneficial for your business?
Base: All respondents (67)
Free professional development for staff via Sector Skills Grants
Regulatory easement to ease post-Brexit transition
Government to resume face to face research projects
Provide digital technology innovation funding support
Widen scope of Research & Development tax credits
VAT relief on research services
Widen full broadband coverage for the UK 6.53
6.43
6.36
5.86
5.80
5.38
4.83
Areas of most potential benefit to aid recovery within the research & insight sector
(Mean score out of 10)

19. How is the crisis having a particular effect on your business and the research sector?
“Things are bleak at the moment, but we live in hope that they will
pick up next year, if we can keep going that long...”
“As a small business with low overheads I have been able to
continue working as previously and indeed have picked up some
work from larger competitors that have scaled back and been
unable to do the work.”
“I think it's utterly unpredictable, which is part of the
problem and a highly changeable situation which
exacerbates everything.”
“Remote working for a projects based business is
challenging.We will find ways to overcome this but
the longer that the team cannot work regularly in an
office environment the greater the long term
potential impact.”
“I think the MRS needs to play an active and vocal role
championing the role of research during a downturn. We are about
to head into a deep recession and I think we should be on the front
foot championing why now, more than ever, we need to be
spending time and money understanding consumers.”
“Work has slowly increased but it now appears to have
plateaued and has now stagnated.”
“Business is returning faster than we feared.”

20. Watermelon
Watermelon Research
2nd Floor, Francis House,
11 Francis Street
London SW1P 1DE
+44 (0)207 861 2080
info@watermelonresearch.com