The production value of market research and public opinion polling in Denmark exhibited a fluctuating pattern from 2013 to 2023. Key trends observed include a significant decline in many years, with some isolated spikes in 2014 and 2017. As of 2023, the value stood at 123.3 million euros. Year-on-year variation has been inconsistent, reflecting both growth and diminishment, with the last two years showing slight declines: -2.03% in 2022 and -1.67% in 2023. The compound annual growth rate (CAGR) for the last five years is -5.52%, emphasizing a downward trend.

Looking forward, the forecast from 2024 onwards predicts further contraction, with the production value expected to decrease steadily and reach 117.6 million euros by 2028. The forecasted 5-year CAGR indicates a modest decline of -0.67%, projecting a continued but slower reduction in market activity.

Future trends to watch for:

Technological advancements and their impact on data collection methodologies.
Shifts in demand for traditional market research services versus digital and AI-driven insights.
Economic conditions and their influence on market research budget allocations.
Regulatory changes and their implications for data privacy and research practices.