The turnover of the market research and public opinion polling industry in Denmark has shown fluctuating trends from 2013 to 2023, peaking in 2017 at 165.5 million euros before entering a decline. In 2023, the turnover stood at 139.5 million euros, reflecting a 3.59% YoY decrease. The compound annual growth rate (CAGR) over the last five years has been -2.48%. From 2024 onward, a further decrease is projected, with a CAGR of -2.1% leading to an estimated turnover of 121.3 million euros by 2028.
Future trends to watch for include:
-Increasing reliance on AI and machine learning in data collection methods.
-Shifting focus towards real-time analytics and rapid polling.
-Greater emphasis on data privacy and regulation compliance impacting survey methodologies.
