The market research and opinion polling sector is characterised by a highly fragmented market with low barriers to entry, in which numerous small and medium-sized companies compete alongside various global corporations. Over the past five years, industry turnover has fallen by an average of 4.8% per year. Industry players have suffered from the negative economic impact of the coronavirus crisis, which has prevented many companies from investing in market research services. In 2024, the industry is expected to record only a slight increase in turnover of 0.1% to EUR 3.3 billion due to the continued low demand for industry-specific services.At the same time, other influences are likely to have a favourable impact on further industry development. For example, spending on research and development by both private companies and state institutions is likely to increase in the current year. This should be favourable for the growth of sales generated with market research services, as such services are used particularly frequently prior to the introduction of innovations. In addition, numerous industry players and public institutions have become aware of the high need for digitalisation in many work processes in recent years. By switching to digital tools, companies can save costs and thus increase their liquidity.In order to invest more specifically in research and development so that this results in actual product and process improvements, market research and opinion polls are required along the development process. Over the next five years, industry players are expected to benefit from both the optimisation of internal company processes and increasing research and development activities in the customer markets. Industry turnover is expected to grow by an average of 1.9% per year to €3.6 billion by 2029.

Graph and download economic data for Total Revenue for Marketing Research and Public Opinion Polling, Establishments Subject to Federal Income Tax, Employer Firms (REVEF54191TAXABL) from 1998 to 2022 about public, employer firms, accounting, revenue, establishments, tax, services, and USA.

Over the five years through 2024-25, revenue is set to climb at a compound annual rate of 2% to £6.4 billion. This growth stems from recovering business confidence, which was previously shaken by Brexit, the COVID-19 pandemic and soaring inflation, deterring investments. Mounting demand for online and digital research services and intense political activity has also fuelled expansion. Facing stiff competition, market research and public opinion polling companies have innovated to gain a competitive edge, embracing acquisitions in order to gain access to new technology and niche markets, as well as heavily investing in technology to improve data collection and analysis. The shift towards digital advertising has driven the adoption of advanced data gathering and research methods to better understand online consumer behaviour, though there’s been a growing trend towards in-house research as an alternative. Revenue saw a 16.3% downturn in 2020-21, a reflection of the financial strain created by COVID-19 curtailing spending on research activities. The severity of this decline, however, was cushioned by increased market research investment from the public sector and private companies looking to navigate the aftermath of the pandemic. Revenue is forecast to grow by 2.7% in 2024-25, propelled by easing inflationary pressures and the collective effort of businesses to stabilise the economy and financial markets. Public-sector demand is also escalating, driven by the General Election and the continued political discourse necessitating insights into public opinion. Looking ahead, revenue is projected to rise at a compound annual rate of 3.1% over the five years through 2029-30, reaching £7.5 billion. Growth will be fuelled by a rebound in business confidence and an uptick in spending. Demand for companies specialising in web-based market research and social media marketing is expected to surge, supported by strong advertising activity and a mounting need for media research. As e-commerce continues on a steady growth path, there will likely be an increased emphasis on investing in novel research technologies and specialised data analytics capabilities.

Market researchers investigate clients' target markets' behaviour, values and opinions, providing insights that allow them to tailor their products, services and marketing. Researchers rely on high European research and development expenditure to fuel demand for market research. Increased digitalisation has opened new doors for market research providers while intensifying competition. Artificial intelligence is increasingly important in analysing, identifying and generating research insights from social media posts using a flood of data. Meanwhile, digital surveys have allowed research companies to expand their outreach, save resources and costs and often attain more accurate and comprehensive insights for clients. Over the five years through 2024, industry revenue is expected to contract at a compound annual rate of 3.6% to €27.2 billion. The COVID-19 outbreak and ensuring low business sentiment took a toll on market research budgets. A sharp contraction in business sentiment squeezed corporate profit, discouraging companies from investing in research and development activities and negatively affecting professional research providers in 2022. A greater availability of data and alternative research methods means that researchers are competing more and more with in-house research departments. In 2024, industry revenue is expected to drop by 3.1% as consumers lower their private consumption expenditure, reducing consumer research activity. Over the five years through 2029, industry revenue is forecast to climb at a compound annual rate of 2.9% to reach €31.4 billion. Over the coming years, market research companies will face higher external competition from technology specialists leveraging insights internally, constraining revenue growth. Nonetheless, researchers will benefit from increasing online advertising activity. Those incorporating advanced data analytics systems and digital market research technology will remain competitive and benefit from greater digitalisation. Smart mobile surveys will also become an invaluable tool for consumer research companies.

Global Research and Polling Services market size 2025 was XX Million. Research and Polling Services Industry compound annual growth rate (CAGR) will be XX% from 2025 till 2033.

Global Market Research Services market size is expected to reach $109.67 billion by 2029 at 4.1%, segmented as by type, marketing research and analysis services, public opinion and election polling

Graph and download economic data for Total Expense for Marketing Research and Public Opinion Polling, Establishments Subject to Federal Income Tax, Employer Firms (DISCONTINUED) (EXPEF54191TAXABL) from 2003 to 2012 about public, employer firms, accounting, establishments, tax, expenditures, services, and USA.

Market researchers investigate clients' target markets' behaviour, values and opinions, providing insights that allow them to tailor their products, services and marketing. Researchers rely on high European research and development expenditure to fuel demand for market research. Increased digitalisation has opened new doors for market research providers while intensifying competition. Artificial intelligence is increasingly important in analysing, identifying and generating research insights from social media posts using a flood of data. Meanwhile, digital surveys have allowed research companies to expand their outreach, save resources and costs and often attain more accurate and comprehensive insights for clients. Over the five years through 2024, industry revenue is expected to contract at a compound annual rate of 3.6% to €27.2 billion. The COVID-19 outbreak and ensuring low business sentiment took a toll on market research budgets. A sharp contraction in business sentiment squeezed corporate profit, discouraging companies from investing in research and development activities and negatively affecting professional research providers in 2022. A greater availability of data and alternative research methods means that researchers are competing more and more with in-house research departments. In 2024, industry revenue is expected to drop by 3.1% as consumers lower their private consumption expenditure, reducing consumer research activity. Over the five years through 2029, industry revenue is forecast to climb at a compound annual rate of 2.9% to reach €31.4 billion. Over the coming years, market research companies will face higher external competition from technology specialists leveraging insights internally, constraining revenue growth. Nonetheless, researchers will benefit from increasing online advertising activity. Those incorporating advanced data analytics systems and digital market research technology will remain competitive and benefit from greater digitalisation. Smart mobile surveys will also become an invaluable tool for consumer research companies.

Market research and public opinion polling companies offer valuable insights into consumer behaviour, values and opinions for businesses, media and public-sector departments. Demand for market research is heavily reliant on business investment and technological advancements, with research companies examining target markets to help businesses tailor their products, services and marketing strategies. The advent of digital platforms and advanced analytics is reshaping the market landscape, providing more efficient data collection methods and insights essential for strategic decision-making. Revenue is expected to expand at a compound annual rate of 2.3% over the five years through 2025 to €2.1 billion, despite being forecast to dip by 2.2% in 2025. The COVID-19 pandemic brought adverse economic conditions, reducing business spending on non-essential services like market research. A decline in advertising spend further hit demand in 2020. However, as restrictions eased, revenue shot up in 2021, as businesses aimed to understand how consumer behaviour was changing in the post-pandemic landscape. Digital advertising's recovery also supported this rebound. Following this, though, inflationary pressures and geopolitical tensions in late 2022 and 2023 curbed spending, as businesses grappled with higher operational costs, leading to a downturn in revenue for market research companies. Prolonged uncertainty and political instability further subdued business investment through 2024 and into 2025, reflected in stagnant demand for market research services. Improving economic conditions are anticipated to bolster the industry’s prospects in the coming years. As inflation eases and interest rates fall, businesses will increase R&D activities, renewing demand for detailed market insights. Opportunities will arise from strengthened collaborations with advertising agencies, aligning strategies based on data-driven insights. Technological advancements will continue to drive innovation, with AI and mobile technologies reshaping data collection and interpretation processes. However, advancing technology will also create challenges as more businesses leverage advanced tech like Gen AI to set up in-house market research solutions, reducing spending on external research companies. At the same time, social media will continue to offer real-time public opinion insights, optimising audience segmentation and sentiment analysis. Data privacy regulations like the GDPR will necessitate balancing innovation with compliance, presenting operational burdens.

Annual Services Survey: Market studies and opinion polls services: results by breakdown of the volume of business. National.

Information on the Members' market access commitments and exemptions to the obligation of most-favoured-nation (MFN). In this database, the schedule of specific commitments of the European Union covers the commitments of the 12 original Members States, except for commitments in the sectors of telecommunication and financial services, as well as for mode 4, which cover 15 Member States (i.e., the original 12 plus Sweden, Finland and Austria). A consolidated schedule that covers 25 Member States was certified on 18 December 2006. This consolidated schedule can be accessed through the WTO's 'documents online' page; it is contained in documents S/C/W/273 and S/C/W/273/Suppl.1. However, this new schedule of commitments had not yet entered into force and is therefore not included into the database.

Germany PPI: Services: Market Research & Public Opinion Polling data was reported at 108.800 2015=100 in Dec 2023. This records a decrease from the previous number of 109.000 2015=100 for Sep 2023. Germany PPI: Services: Market Research & Public Opinion Polling data is updated quarterly, averaging 99.400 2015=100 from Mar 2006 (Median) to Dec 2023, with 72 observations. The data reached an all-time high of 109.000 2015=100 in Sep 2023 and a record low of 95.400 2015=100 in Mar 2006. Germany PPI: Services: Market Research & Public Opinion Polling data remains active status in CEIC and is reported by Statistisches Bundesamt. The data is categorized under Global Database’s Germany – Table DE.I046: Producer Price Index: Services: by Economic Activity: 2015=100.

Market researchers investigate clients' target markets' behaviour, values and opinions, providing insights that allow them to tailor their products, services and marketing. Researchers rely on high European research and development expenditure to fuel demand for market research. Increased digitalisation has opened new doors for market research providers while intensifying competition. Artificial intelligence is increasingly important in analysing, identifying and generating research insights from social media posts using a flood of data. Meanwhile, digital surveys have allowed research companies to expand their outreach, save resources and costs and often attain more accurate and comprehensive insights for clients. Over the five years through 2024, industry revenue is expected to contract at a compound annual rate of 3.6% to €27.2 billion. The COVID-19 outbreak and ensuring low business sentiment took a toll on market research budgets. A sharp contraction in business sentiment squeezed corporate profit, discouraging companies from investing in research and development activities and negatively affecting professional research providers in 2022. A greater availability of data and alternative research methods means that researchers are competing more and more with in-house research departments. In 2024, industry revenue is expected to drop by 3.1% as consumers lower their private consumption expenditure, reducing consumer research activity. Over the five years through 2029, industry revenue is forecast to climb at a compound annual rate of 2.9% to reach €31.4 billion. Over the coming years, market research companies will face higher external competition from technology specialists leveraging insights internally, constraining revenue growth. Nonetheless, researchers will benefit from increasing online advertising activity. Those incorporating advanced data analytics systems and digital market research technology will remain competitive and benefit from greater digitalisation. Smart mobile surveys will also become an invaluable tool for consumer research companies.

Qatar Number of Establishments: BI: Market Researches and Public Opinion Polling data was reported at 58.000 Unit in 2012. This records an increase from the previous number of 46.000 Unit for 2011. Qatar Number of Establishments: BI: Market Researches and Public Opinion Polling data is updated yearly, averaging 28.000 Unit from Dec 2000 (Median) to 2012, with 13 observations. The data reached an all-time high of 96.000 Unit in 2008 and a record low of 9.000 Unit in 2003. Qatar Number of Establishments: BI: Market Researches and Public Opinion Polling data remains active status in CEIC and is reported by Ministry of Development Planning and Statistics . The data is categorized under Global Database’s Qatar – Table QA.O009: Number of Establishments: Banks, Insurance and Services.

Czech Republic Services Sales Index: NACE 2: Advertising and Market Research: Market Research and Polls data was reported at 249.548 2010=100 in Dec 2017. This records an increase from the previous number of 168.480 2010=100 for Nov 2017. Czech Republic Services Sales Index: NACE 2: Advertising and Market Research: Market Research and Polls data is updated monthly, averaging 88.695 2010=100 from Jan 2000 (Median) to Dec 2017, with 216 observations. The data reached an all-time high of 249.548 2010=100 in Dec 2017 and a record low of 49.289 2010=100 in Jan 2002. Czech Republic Services Sales Index: NACE 2: Advertising and Market Research: Market Research and Polls data remains active status in CEIC and is reported by Czech Statistical Office. The data is categorized under Global Database’s Czech Republic – Table CZ.H012: Services Sales Index: Nominal and Real: 2010=100. Rebased from 2010=100 to 2015=100 Replacement series ID: 401334587

Hybrid Event Audience Poll App Market Outlook

According to our latest research, the global Hybrid Event Audience Poll App market size in 2024 stands at USD 1.12 billion. The market is projected to reach USD 3.76 billion by 2033, growing at a robust CAGR of 14.2% during the forecast period. This remarkable growth is driven by the increasing adoption of hybrid event formats, as organizations and event organizers strive to enhance participant engagement and collect real-time feedback across both physical and virtual audiences.

Online election voting software market, worth at USD 500.12 Million in 2024, is to surpass USD 1485.33 Million by 2034, a CAGR of 11.5% from 2025 to 2034

New Zealand BOP: Current Account: Services: Debit: Advertising, Market Research, & Public Opinion Polling data was reported at 561.000 NZD mn in Dec 2024. This records an increase from the previous number of 465.000 NZD mn for Sep 2024. New Zealand BOP: Current Account: Services: Debit: Advertising, Market Research, & Public Opinion Polling data is updated quarterly, averaging 74.000 NZD mn from Jun 2000 (Median) to Dec 2024, with 99 observations. The data reached an all-time high of 561.000 NZD mn in Dec 2024 and a record low of 27.000 NZD mn in Dec 2002. New Zealand BOP: Current Account: Services: Debit: Advertising, Market Research, & Public Opinion Polling data remains active status in CEIC and is reported by Stats NZ. The data is categorized under Global Database’s New Zealand – Table NZ.JB001: BPM6: Balance of Payments.

Global Voting System Market was valued at USD 888.45 Million in 2024 and is anticipated to reach USD 1,277.40 Million by 2030 with a CAGR 6.08% through 2030.

Market researchers investigate clients' target markets' behaviour, values and opinions, providing insights that allow them to tailor their products, services and marketing. Researchers rely on high European research and development expenditure to fuel demand for market research. Increased digitalisation has opened new doors for market research providers while intensifying competition. Artificial intelligence is increasingly important in analysing, identifying and generating research insights from social media posts using a flood of data. Meanwhile, digital surveys have allowed research companies to expand their outreach, save resources and costs and often attain more accurate and comprehensive insights for clients. Over the five years through 2024, industry revenue is expected to contract at a compound annual rate of 3.6% to €27.2 billion. The COVID-19 outbreak and ensuring low business sentiment took a toll on market research budgets. A sharp contraction in business sentiment squeezed corporate profit, discouraging companies from investing in research and development activities and negatively affecting professional research providers in 2022. A greater availability of data and alternative research methods means that researchers are competing more and more with in-house research departments. In 2024, industry revenue is expected to drop by 3.1% as consumers lower their private consumption expenditure, reducing consumer research activity. Over the five years through 2029, industry revenue is forecast to climb at a compound annual rate of 2.9% to reach €31.4 billion. Over the coming years, market research companies will face higher external competition from technology specialists leveraging insights internally, constraining revenue growth. Nonetheless, researchers will benefit from increasing online advertising activity. Those incorporating advanced data analytics systems and digital market research technology will remain competitive and benefit from greater digitalisation. Smart mobile surveys will also become an invaluable tool for consumer research companies.