Abstract. Market research is a powerful industry, whose value reached 21,5 billion USD in 2004. Market studies expenses are mostly concentrated in Europe (45%) and in USA (37%). The market shares of the Top 10 companies were above fifty per cent of the research market's turnover. As a young, modest market, which is 0,84% of the global expenses value, Romania was the global leader in terms of growth, in 2004. With an asymmetric demand and a relatively concentrated offer, the Romanian research market may have a spectacular development in the future, if the obstacles for the customers and research companies are surpassed. If so, the pressures following the UE's entry of Romania and the evolution of customers needs and expectations will speed up the growth of the market research.

Keywords: market research; characteristics; structure; costs; prices; future.