The turnover in the Market Research and Public Opinion Polling sector in Denmark has shown a fluctuating trend from 2013 to 2023. The period started with a turnover of 1.14 billion Danish Krones in 2013, reaching its peak in 2017 at 1.23 billion Danish Krones. Notably, from 2021 onwards, the turnover has seen a significant decline, with a steep year-on-year decrease culminating in a value of 0.7311 billion Danish Krones in 2023.

Recent years have exhibited the most pronounced drops with a 16.52% decrease in 2023, following a 14.31% decline in 2022. The cumulative average growth rate (CAGR) over the past five years stands at -9.12%, indicating a steady downward trajectory in sector turnover. The forecast from 2024 onward projects continued declines, with a dramatic contraction predicted, as evidenced by a forecasted 5-year CAGR of -45.37% and an overall reduction in turnover volume by 95.13% by 2028.

Future trends to watch for include:

Continuing technological disruption, which might further influence the sector’s performance.
Shifts in consumer and client demands for market research and public opinion polling services.
Potential market consolidation as firms exit or merge due to decreasing revenues.
Emerging methodologies in data collection and analysis that might alter traditional business models.