The production value of market research and public opinion polling in Spain experienced fluctuations from 2013 to 2023. In 2013, it stood at €843.9 million, declining until 2014 before gradually increasing until 2019, reaching €979.9 million. 2020 saw a sharp decrease to €814.4 million, likely due to the pandemic. By 2023, the value rebounded to €1040.0 million, showing a year-on-year growth of 6.18% and a 5-year CAGR of 3.4%. Future forecasts predict continued growth, albeit at a slower pace, with 2028 projected at €1110.0 million.

Trends to watch for:

Increasing demand for digital and AI-driven market research services.
Expansion in opinion polling as political and social issues gain more prominence.
Potential market consolidation as larger firms acquire smaller agencies.