The turnover for Market Research and Public Opinion Polling in Italy has shown fluctuating trends over the past decade. From 2013 to 2016, the industry saw minor ups and downs. However, from 2017 onwards, a consistent decline began. The year 2017 marked a significant drop, followed by a slight recovery in 2018 and 2019. Notably, a substantial decline started in 2020, which continued through 2023. In 2023, the turnover stood at 1.01 billion euros, registering a year-on-year decrease of 3.71%. The average annual decline over the past five years (2018-2023) was approximately 3.39%. Forecasts indicate a continuation of this downward trend, with a projected average annual decline of 3.03% over the next five years, leading to a turnover of 0.831 billion euros by 2028.
Future trends to watch for:
- The increasing use of AI and automation in market research.
- The potential growth in digital and online research methods.
- The impact of economic fluctuations and budget constraints on market research spending.
- The shifting demand towards consumer insights and data analytics.
