IBISWorld Platform
Answer any industry question in minutes with our entire database at your fingertips.
Market Research & Public Opinion Polling in the UK Industry Data and Analysis
Over the five years through 2025-26, revenue is set to climb at a compound annual rate of 5.6% to £6.8 billion. Mounting demand for online and digital research services and intense political activity have fuelled revenue expansion. Facing stiff competition, market research and public opinion polling companies have innovated to gain a competitive edge, embracing acquisitions to access new technologies and niche markets alongside investing heavily in technology to enhance data collection and analysis. The shift towards digital advertising has driven the adoption of advanced data-gathering and research methods to better understand online consumer behaviour, though there’s been a growing trend towards in-house research as an alternative.
Access this data your way
The Market Research & Public Opinion Polling in the UK Industry analysis is available in multiple formats to fit seamlessly into your workflow.
API Data Delivery
Feed trusted, human-driven industry intelligence straight into your platform.
Integrations
Streamline your workflow with IBISWorld’s intelligence built into your toolkit.
What's included in this industry analysis
IBISWorld's research coverage on the Market Research & Public Opinion Polling industry in the United Kingdom includes market sizing, forecasting, data and analysis from 2016-2031. The most recent publication was released January 2026.
About this industry
What's this industry report about?
The Market Research & Public Opinion Polling industry in the United Kingdom operates under the SIC industry code M73.200. Market researchers investigate the behaviour, values and opinions of clients’ target markets, providing insights that allow them to better tailor their products, services and marketing. 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 businesses and organisations. Related terms covered in the Market Research & Public Opinion Polling industry in the United Kingdom include fast-moving consumer goods (fmcg), respondent fatigue and focus group.
What's included in this industry?
Products and services covered in Market Research & Public Opinion Polling industry in the United Kingdom include Consumer research , Media and coverage measurement research and Public opinion and election polling.
What companies are included in this industry?
Companies covered in the Market Research & Public Opinion Polling industry in the United Kingdom include Ipsos Mori UK Ltd, Gartner UK Ltd and Dunnhumby Ltd.
Performance
What's included in the Performance chapter?
The Performance chapter covers detailed analysis, datasets, detailed current performance, sources of volatility and an outlook with forecasts for the Market Research & Public Opinion Polling industry in the United Kingdom.
Questions answered in this chapter include what's driving current industry performance, what influences industry volatility, how do successful businesses overcome volatility, what's driving the industry outlook. This analysis is supported with data and statistics on industry revenues, costs, profits, businesses and employees.
Products & Markets
What's included in the Products and Markets chapter?
The Products and Markets chapter covers detailed products and service segmentation and analysis of major markets for the for the Market Research & Public Opinion Polling industry in the United Kingdom.
Questions answered in this chapter include how are the industry's products and services performing, what are innovations in industry products and services, what products or services do successful businesses offer and what's influencing demand from the industry's markets. This includes data and statistics on industry revenues by product and service segmentation and major markets.
Geographic Breakdown
What's included in the Geographic Breakdown chapter?
The Geographic Breakdown chapter covers detailed analysis and datasets on regional performance of the Market Research & Public Opinion Polling industry in the United Kingdom.
Questions answered in this chapter include where are industry businesses located and how do businesses use location to their advantage. This includes data and statistics on industry revenues by location.
Competitive Forces
What's included in the Competitive Forces chapter?
The Competitive Forces chapter covers the concentration, barriers to entry and supplier and buyer profiles in the Market Research & Public Opinion Polling industry in the United Kingdom. This includes data and statistics on industry market share concentration, barriers to entry, substitute products and buyer & supplier power.
Questions answered in this chapter include what impacts the industry's market share concentration, how do successful businesses handle concentration, what challenges do potential industry entrants face, how can potential entrants overcome barriers to entry, what are substitutes for industry services, how do successful businesses compete with substitutes and what power do buyers and suppliers have over the industry and how do successful businesses manage buyer & supplier power.
Companies
What's included in the Companies chapter?
The Companies chapter covers Key Takeaways, Market Share and Companies in the Market Research & Public Opinion Polling industry in the United Kingdom. This includes data and analysis on companies operating in the industry that hold a market share greater than 5%.
Questions answered in this chapter include what companies have a meaningful market share and how each company is performing.
External Environment
What's included in the External Environment chapter?
The External Environment chapter covers Key Takeaways, External Drivers, Regulation & Policy and Assistance in the Market Research & Public Opinion Polling industry in the United Kingdom. This includes data and statistics on factors impacting industry revenue such as economic indicators, regulation, policy and assistance programs.
Questions answered in this chapter include what demographic and macroeconomic factors impact the industry, what regulations impact the industry, what assistance is available to this industry.
Financial Benchmarks
What's included in the Financial Benchmarks chapter?
The Financial Benchmarks chapter covers Key Takeaways, Cost Structure, Financial Ratios, Valuation Multiples and Key Ratios in the Market Research & Public Opinion Polling industry in the United Kingdom. This includes financial data and statistics on industry performance including key cost inputs, profitability, key financial ratios and enterprise value multiples.
Questions answered in this chapter include what trends impact industry costs and how financial ratios have changed overtime.
Industry Data
What's included in the Industry Data chapter?
The Industry Data chapter includes 10 years of historical data with 5 years of forecast data covering statistics like revenue, industry value add, establishments, enterprises, employment and wages in the Market Research & Public Opinion Polling industry in the United Kingdom.
Trusted by industry professionals
More than 6,000 businesses use IBISWorld to shape local and global economies
We were able to supplement our reports with IBISWorld’s information from both a qualitative and quantitative standpoint. All of our reporting now features some level of IBISWorld integration.
IBISWorld delivers the crisp business knowledge we need to drive our business. Whether it be serving up our major clients, winning new business or educating on industry issues, IBISWorld brings real value.
IBISWorld has revolutionised business information — which has proved commercially invaluable to exporters, investors and public policy professionals in Australia and overseas.
When you’re able to speak to clients and be knowledgeable about what they do and the state that they operate in, they’re going to trust you a lot more.
Frequently Asked Questions
What is the market size of the Market Research & Public Opinion Polling industry in the United Kingdom in 2026?
The market size of the Market Research & Public Opinion Polling industry in the United Kingdom is £6.8bn in 2026.
How many businesses are there in the Market Research & Public Opinion Polling industry in the United Kingdom in 2026?
There are 2,856 businesses in the Market Research & Public Opinion Polling industry in the United Kingdom, which has declined at a CAGR of 1.3 % between 2021 and 2026.
How may import tariffs affect the Market Research & Public Opinion Polling industry in the United Kingdom?
The Market Research & Public Opinion Polling industry in the United Kingdom is unlikely to be materially impacted by import tariffs with imports accounting for a low share of industry revenue.
How may export tariffs affect the Market Research & Public Opinion Polling industry in the United Kingdom?
The Market Research & Public Opinion Polling industry in the United Kingdom is unlikely to be materially impacted by export tariffs with exports accounting for a low share of industry revenue.
Has the Market Research & Public Opinion Polling industry in the United Kingdom grown or declined over the past 5 years?
The market size of the Market Research & Public Opinion Polling industry in the United Kingdom has been growing at a CAGR of 5.6 % between 2021 and 2026.
What is the forecast growth of the Market Research & Public Opinion Polling industry in the United Kingdom over the next 5 years?
Over the next five years, the Market Research & Public Opinion Polling industry in the United Kingdom is expected to grow.
What are the biggest companies in the Market Research & Public Opinion Polling industry in the United Kingdom?
The biggest companies operating in the Market Research & Public Opinion Polling industry in the United Kingdom are Ipsos Mori UK Ltd, Gartner UK Ltd and Dunnhumby Ltd
What does the Market Research & Public Opinion Polling industry in the United Kingdom include?
Consumer research and Media and coverage research are part of the Market Research & Public Opinion Polling industry in the United Kingdom.
Which companies have the highest market share in the Market Research & Public Opinion Polling industry in the United Kingdom?
The company holding the most market share in the Market Research & Public Opinion Polling industry in the United Kingdom is Ipsos Mori UK Ltd.
How competitive is the Market Research & Public Opinion Polling industry in the United Kingdom?
The level of competition is high and increasing in the Market Research & Public Opinion Polling industry in the United Kingdom.
Cut through the noise with intelligence you can trust
