The market research and public opinion polling sector in Germany has exhibited an overall growth with fluctuations over the last decade. From 2013 to 2023, actual employment values have shown notable increases despite certain years of decline. Key declines were observed in 2018 and 2020, with respective year-on-year reductions of -3.52% and -12.77%. The sector rebounded in 2019 and 2022 with significant increases, notably 12.06% in 2019. By 2023, the employment value stands at 16.85 thousand FTE.
The future forecast indicates moderate growth with a 5-year CAGR of approximately 1.07%. By 2028, employment is expected to reach 18.02 thousand FTE, marking a 5.45% total growth from 2023.
Future trends to watch:
- Increased demand for advanced data analytics and AI in market research.
- Growth in digital marketing and online opinion polling.
- Rising importance of consumer insights in business strategy.
- Potential regulatory impacts on data privacy and usage.
