The analysis of the turnover in the market research and public opinion polling industry in Germany shows considerable fluctuations between 2013 to 2023. From 2.45 billion euros in 2013, it has reached 3.2 billion euros in 2023, showing a notable year-on-year growth. Major variations include significant positive spikes in 2014 (7.56%), 2016 (10.05%), 2019 (27.92%), and 2022 (10.13%), while sharp declines were observed in 2018 (-10.42%) and 2020 (-22.13%). The compound annual growth rate (CAGR) for the five-year period leading up to 2023 stands at 4.3%. Forecasts from 2024 to 2028 predict modest yet steady growth, with a forecasted 5-year CAGR of 1.71% and an overall 8.85% growth rate by 2028.
Future trends to watch for include advancements in digitalization and AI, the increasing use of big data analytics, and the rising importance of consumer insights in strategic business decisions. These trends will likely drive demand in the market research industry, necessitating innovative approaches and investment in new technologies to stay competitive.
