Industry Statistics and Trends
Market Research & Public Opinion Polling in Europe key trends
Fluctuating research budget induces volatility.
Research and development budgets have displayed substantial volatility amid economic uncertainty and weak business sentiment.
Online media research provides promising growth opportunities.
According to the EU Commission, the number of EU enterprises using social media has been on the rise in the past five years, boosting demand for digital market research.
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Market Research & Public Opinion Polling in Europe
Industry Revenue
Total value and annual change from 2012-2030. Includes 5-year outlook.
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Market Research & Public Opinion Polling in Europe market size (2020-2025)
Industry revenue has declined at a CAGR of 1.2 % over the past five years, to reach an estimated €25.2bn in 2025.
Trends and Insights
Surge in digital advertising spurs Market Research growth in Europe, but AI disruption looms
- The European market research and public opinion polling industry is set to see a jump in demand, driven by the accelerated growth of digital advertising budgets across the continent. According to IAB Europe's 2024 AdEx Benchmark Report (June 2025), digital ad spending in Europe surpassed €118.9 billion in 2024, marking a record 16% year-on-year growth and surpassing the €100 billion threshold for the first time in constant currency. According to the same report, digital advertising now accounts for 67.2% of total ad spending in Europe, up from just over 50% in 2020. This shift indicates advertisers' expanding reliance on digital channels, which, in turn, raises demand for robust market intelligence and data analytics to optimise campaigns. In particular, advertisers seek insights to enable audience segmentation, divide target markets into specific groups based on characteristics such as demographics or behaviour and develop cross-platform strategies that coordinate advertising efforts across multiple digital channels for maximum impact.
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Market Research & Public Opinion Polling in Europe outlook (2025-2030)
Market size is projected to grow over the next five years.
AI-led automation and predictive analytics will reshape market research in Europe
- The European market research and public opinion polling sector is transforming significantly as agentic artificial intelligence (AI) gains traction. Unlike traditional automation, AI allows researchers to adjust surveys in real time and target specific audiences more precisely. This prevalence of AI is changing how research is carried out and the value companies can offer their clients.
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Revenue
€25.2bn
Employees
170k
Wages
€X.Xbn
European Leaders & Laggards
Top 5 Countries
- Iceland +26.7%
- Malta +13.2%
- Switzerland +10.9%
- Romania +10.2%
- Bosnia & Herzegovina +9.2%
Bottom 5 Countries
- Ireland -6.7%
- Slovakia -5.4%
- Cyprus -4.4%
- Lithuania -4.1%
- United Kingdom -3.4%
* CAGR values are for the years 2020-2025.
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Biggest companies in the Market Research & Public Opinion Polling in Europe
| Company | Market Share (%)
2025 | Revenue (€m)
2025 | Profit (€m)
2025 | Profit Margin (%)
2025 |
|---|---|---|---|---|
Ipsos SA | 2,560.6 | 307.3 | 12.0 | |
Gartner Inc | 784.0 | 149.0 | 19.0 | |
IQVIA Holdings Inc | 14,914.3 | 2,132.8 | 14.3 |
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Market Research & Public Opinion Polling in Europe
Products & Services Segmentation
Industry revenue broken down by key product and services lines.
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Top Questions Answered in this Report
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What is the market size of the Market Research & Public Opinion Polling industry in Europe in 2025?
The market size of the Market Research & Public Opinion Polling industry in Europe is €25.2bn in 2025.
How many businesses are there in the Market Research & Public Opinion Polling industry in Europe in 2025?
There are 54,964 businesses in the Market Research & Public Opinion Polling industry in Europe, which has grown at a CAGR of 0.4 % between 2020 and 2025.
Has the Market Research & Public Opinion Polling industry in Europe grown or declined over the past 5 years?
The market size of the Market Research & Public Opinion Polling industry in Europe has been declining at a CAGR of 1.2 % between 2020 and 2025.
What is the forecast growth of the Market Research & Public Opinion Polling industry in Europe over the next 5 years?
Over the next five years, the Market Research & Public Opinion Polling industry in Europe is expected to grow.
What does the Market Research & Public Opinion Polling industry in Europe include?
Consumer research and Media and coverage measurement research are part of the Market Research & Public Opinion Polling industry in Europe.
Which countries have the most businesses in the Market Research & Public Opinion Polling industry in Europe?
The European country with the most businesses in the Market Research & Public Opinion Polling industry is Russia.
How competitive is the Market Research & Public Opinion Polling industry in Europe?
The level of competition is moderate and increasing in the Market Research & Public Opinion Polling industry in Europe.
Related Industries
This industry is covered in 37 countries
- Market Research & Public Opinion Polling in Greece
- Market Research & Public Opinion Polling in Romania
- Market Research & Public Opinion Polling in the UK
- Market Research & Public Opinion Polling in Norway
- Market Research & Public Opinion Polling in Germany
- Market Research & Public Opinion Polling in Estonia
- Market Research & Public Opinion Polling in Bosnia & Herzegovina
- Market Research & Public Opinion Polling in Iceland
- Market Research & Public Opinion Polling in Europe
- Market Research & Public Opinion Polling in the UK
- Market Research & Public Opinion Polling in Luxembourg
- Market Research & Public Opinion Polling in Russia
- Market Research & Public Opinion Polling in Italy
- Market Research & Public Opinion Polling in Sweden
- Market Research & Public Opinion Polling in Poland
- Market Research & Public Opinion Polling in Slovakia
- Market Research & Public Opinion Polling in Latvia
- Market Research & Public Opinion Polling in Croatia
- Market Research & Public Opinion Polling in Slovenia
- Market Research & Public Opinion Polling in Spain
- Market Research & Public Opinion Polling in Hungary
- Market Research & Public Opinion Polling in Portugal
- Market Research & Public Opinion Polling in Switzerland
- Market Research & Public Opinion Polling in Czechia
- Market Research & Public Opinion Polling in Denmark
- Market Research & Public Opinion Polling in Serbia
- Market Research & Public Opinion Polling in Turkey
- Market Research & Public Opinion Polling in Ireland
- Market Research & Public Opinion Polling in Malta
- Market Research & Public Opinion Polling in Austria
- Market Research & Public Opinion Polling in the Netherlands
- Market Research & Public Opinion Polling in France
- Market Research & Public Opinion Polling in Belgium
- Market Research & Public Opinion Polling in Cyprus
- Market Research & Public Opinion Polling in Finland
- Market Research & Public Opinion Polling in Lithuania
- Market Research & Public Opinion Polling in North Macedonia
- Market Research & Public Opinion Polling in Bulgaria
Table of Contents
About this industry
Industry definition
Market researchers investigate clients' target markets' behaviour, values and opinions, providing insights that allow them to tailor their products, services and marketing better. The industry also includes public opinion polling on political, economic and social issues. The primary users of market research are businesses, the media and political figures and parties. Targets include potential customers, actual customers, voters and other companies and organisations.
Related Terms
MEDIA MEASUREMENT RESEARCHPUBLIC OPINION POLLINGBUSINESS-TO-BUSINESS RESEARCHWhat's included in this industry?
Consumer research Media and coverage measurement research Public opinion and election polling Business-to-business researchCompanies
Ipsos SAGartner IncIQVIA Holdings IncIndustry Code
732 - Market research and public opinion polling in Europe
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Performance
Key Takeaways
Surge in digital advertising spurs Market Research growth in Europe, but AI disruption looms
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Revenue Highlights
Trends
- Revenue
- 2025 Revenue Growth
- Revenue Volatility
Employment Highlights
Trends
- Employees
- Employees per Business
- Revenue per Employee
Business Highlights
Trends
- Businesses
- Employees per Business
- Revenue per Business
Profit Highlights
Trends
- Total Profit
- Profit Margin
- Profit per Business
Current Performance
Charts
- Revenue in the Market Research & Public Opinion Polling in Europe industry (2012 -2030)
- Employees in the Market Research & Public Opinion Polling in Europe industry (2012 -2030)
- Business in the Market Research & Public Opinion Polling in Europe industry (2012 -2030)
- Profit in the Market Research & Public Opinion Polling in Europe industry (2012 -2030)
Analysis
What's driving current industry performance in the Market Research & Public Opinion Polling in Europe industry?
Outlook
Analysis
What's driving the Market Research & Public Opinion Polling in Europe industry outlook?
Volatility
Analysis
What influences volatility in the Market Research & Public Opinion Polling in Europe industry?
Charts
- Industry Volatility vs. Revenue Growth Matrix
Life Cycle
Analysis
What determines the industry life cycle stage in the Market Research & Public Opinion Polling in Europe industry?
Charts
- Industry Life Cycle Matrix
Products and Markets
Highlights
Trends
- Largest Market
- Product Innovation
Key Takeaways
Digitalisation opens up new ways of researching consumers. The advent of automated data collection and online research tools has facilitated a shift away from some of the traditional and more invasive forms of market research, like telephone surveys.
Products and Services
Charts
- Products and Services Segmentation
Analysis
How are the Market Research & Public Opinion Polling in Europe industry's products and services performing?
Analysis
What are innovations in the Market Research & Public Opinion Polling in Europe industry's products and services?
Major Markets
Charts
- Major Market Segmentation
Analysis
What influences demand in the Market Research & Public Opinion Polling in Europe industry?
International Trade
Highlights
- Largest Importer
- Smallest Importer
- Total Imports into Europe
- Largest Exporter
- Smallest Exporter
- Total Exports into Europe
Heat maps
- Industry Concentration of Imports by Country
- Industry Concentration of Exports by Country
Data Tables
Value and annual change (%) included
- Number of Imports and Exports by European Country (2025)
Geographic Breakdown
Business Locations
Heat maps
- Share of Total Industry Revenue by Region (2025)
- Share of Total Industry Enterprises by Region (2025)
- Share of Total Industry Employment by Region (2025)
- Share of Total Industry Wages by Region (2025)
Industry Geographic Breakdown
Data Tables
Values and annual change provided for 37 European countries:
- Revenue (2025)
- IVA (2025)
- Enterprises (2025)
- Employment (2025)
- Exports (2025)
- Imports (2025)
Competitive Forces
Highlights
Trends
- Concentration
- Competition
- Barriers to Entry
- Substitutes
- Buyer Power
- Supplier Power
Key Takeaways
The scope for smaller companies to operate lowers concentration. By specialising in a particular area of market research like health, IT or political analysis, smaller companies have been able to distinguish themselves from their competitors and perform well.
Supply Chain
Charts
Buyer and supply industries
Companies
Market Share
Charts
- Industry Market Share by Company (2020-2025)
Companies
Data Tables
Top 9 companies by market share:
- Market share (2025)
- Revenue (2025)
- Profit (2025)
- Profit Margin (2025)
Data Tables
- Countries of operation for Ipsos SA
- Countries of operation for Gartner Inc
- Countries of operation for IQVIA Holdings Inc
- Countries of operation for Nielsen Holdings plc
- Countries of operation for Dunnhumby Ltd
- Countries of operation for WPP plc
- Countries of operation for Kantar UK Ltd
- Countries of operation for Motivaction International BV
- Countries of operation for Doxa SpA
External Environment
Highlights
Trends
- Regulation & Policy
- Assistance
Key Takeaways
The 2018 GDPR is the main regulation that impacts the industry. It mandates explicit user consent, protecting personal data in EU operations.
External Drivers
Analysis
What demographic and macroeconomic factors impact the Market Research & Public Opinion Polling in Europe industry?
Financial Benchmarks
Highlights
Trends
- Profit Margin
- Average Wage
- Largest Cost
Key Takeaways
External competition induces intense price competition. The industry has faced greater external competition from businesses with their own market research and analysis teams, including management consultants, advertising agencies and technology specialists, restricting prices and profit.
Cost Structure
Charts
- Share of Economy vs. Investment Matrix
-
Industry Cost Structure Benchmarks:
- Marketing
- Depreciation
- Profit
- Purchases
- Wages
- Rent
- Utilities
- Other
Analysis
What trends impact cost in the Market Research & Public Opinion Polling in Europe industry?
Key Ratios
Data tables
- IVA/Revenue (2015-2030)
- Imports/Demand (2015-2030)
- Exports/Revenue (2015-2030)
- Revenue per Employee (2015-2030)
- Wages/Revenue (2015-2030)
- Employees per Establishment (2015-2030)
- Average Wage (2015-2030)
Country Benchmarks
European Leaders & Laggards
Data Tables
Top and bottom five countries listed for each:
- Revenue Growth (2025)
- Business Growth (2025)
- Job Growth (2025)
European Country Performance
Data Tables
Rankings available for 37 countries. Statistics ranked include:
- IVA/Revenue (2025)
- Imports/Demand (2025)
- Exports/Revenue (2025)
- Revenue per Employee (2025)
- Wages/Revenue (2025)
- Employees per Establishment (2025)
- Average Wage (2025)
Structural Comparison
Data Tables
Trends in 37 countries benchmarked against trends in Europe
- Concentration
- Competition
- Barriers to Entry
- Buyer Power
- Supplier Power
- Volatility
- Capital Intensity
- Innovation
- Life Cycle
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2015-2030)
- IVA (2015-2030)
- Establishments (2015-2030)
- Enterprises (2015-2030)
- Employment (2015-2030)
- Exports (2015-2030)
- Imports (2015-2030)
- Wages (2015-2030)
Methodology
Where does IBISWorld source its data?
IBISWorld is a world-leading provider of business information, with reports on 5,000+ industries in Australia, New Zealand, North America, Europe and China. Our expert industry analysts start with official, verified and publicly available sources of data to build an accurate picture of each industry.
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and IBISWorld's proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools.
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