BUSINESSES in Oxfordshire are bucking the trend in battling the toughest economic times in a generation, according to a major new survey.

More than 50 county directors contributed to the report, released today.

The survey focused on firms’ performances during the past three months, with business leaders offering predictions for the first quarter of this year.

The Business Barometer survey, conducted by Oxford legal firm Withy King, shows 68 per cent of firms questioned enjoyed an increase in turnover.

More than half said they expected it to go up again this year, while just four per cent saw a decrease.

A total of 85 per cent of companies either created jobs or kept their headcount at a steady level in 2011, and 32 per cent are planning to take on staff this year.

More than half saw new orders increase last year, with just nine per cent reporting a fall.

Meanwhile more than two thirds of directors want to invest in areas of their business including staff, premises and research and development in this quarter.

Withy King employment law partner Mark Emery said: “Given the national outlook, the results were surprising but very pleasing as Oxfordshire seems to be bucking the trend.

“Most companies said they would be hiring or maintaining headcounts in early 2012, in sharp contrast to other parts of the UK, which paint a very different picture.”

It came as unemployment figures released yesterday showed the number of people claiming benefit in the county fell for the fourth successive month.

Latest figures for December show 7,611 signed on the dole, down by one on the previous month. Nationally the figure rose by more than 10,000 to 1,568,849.

Nigel Wild, president of the Oxfordshire Chamber of Commerce, said a major reason for Oxfordshire’s success is the fact it is a centre for hi-tech industry.

He added: “We are fortunate to be part of ‘Motorsport Valley’, with many racing teams and their suppliers based here, while we are also a centre for the biotech and life sciences industry.”

Other factors business leaders say make Oxfordshire stand out in the economic gloom include good transport links, proximity to London and Birmingham, a highly educated workforce and good-value commercial property.

The survey’s findings are in contrast to headlines surrounding high street businesses, with retailers – including Witney-based gift retailer Past Times, Hawkin’s Bazaar, Blacks, La Senza and D2 Jeans – in trouble.

But Graham Jones, spokesman for the Oxford High Street Business Association, said: “A lot of national chains have been affected and it is going to be a long haul, but I believe we will be a lot more optimistic by next Christmas.

“We need to support areas such as the Covered Market, which is a golden nugget for Oxford.”

Start-up businesses are also faring well in the current climate.

Claire Thompson, managing director of Cassington-based public relations firm Syncro PR, which set up last year, said: “Shouting loudly about business success is key to securing competitive advantage.”

Martin Dare-Edwards, chairman of the Local Enterprise Partnership, said: “It is by no means a time to imagine all is despair.

“Prospects for substantial growth remain for export markets and Oxfordshire’s hi-tech businesses in particular are well placed to achieve it in 2012.”

And Bob Bradley, chairman of directors’ leadership development group MD2MD, based in Freeland, said: “There are many businesses growing profits and gaining market share rapidly.

“They are focusing on what they are really good at – running a tight ship and delivering great value.”