Industry Statistics and Trends
Market size and recent performance (2014-2029)
Industry revenue has grown at a CAGR of 2.0 % over the past five years, to reach an estimated £6.4bn in 2024.
Trends and Insights
Fluctuating demand causes volatility to boom
- Revenue has received a boost from enhanced government and research and development (R&D) expenditure. These have become pivotal in supporting demand for market research and public opinion polling, with government bodies increasingly relying on polling data to gauge public support for policy initiatives.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2024-2029)
Market size is projected to grow over the next five years.
Trends and Insights
Recovering confidence bolsters demand for market research and public opinion polling
- As business confidence and capital expenditure recover from recent inflationary pressures, demand for market research and public opinion polling is slated to inch upwards.
Biggest companies in the Market Research & Public Opinion Polling in the UK
| Company | Market Share (%)
2025 | Revenue (£m)
2025 |
|---|---|---|
Ipsos Mori UK Ltd | 263.5 | |
WPP plc | 216.9 | |
Dunnhumby Ltd | 193.9 |
To view the market share and analysis for all 6 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including Consumer research , Media and coverage measurement research and Public opinion and election polling. Consumer research is the largest segment of the Market Research & Public Opinion Polling in the UK.
Trends and Insights
Demand for consumer research benefits from digitalisation
- Consumer research aims to uncover trends in consumer values, preferences, behaviours and habits to help direct product development and marketing efforts.
- More insights available in the full report
Table of Contents
About this industry
Industry definition
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.
What's included in this industry?
Consumer researchMedia and coverage research Public opinion and election pollingBusiness-to-business researchDistribution channel efficiency researchStrategic technology adoption researchCompanies
Ipsos Mori UK LtdWPP plcDunnhumby LtdPurchase this report to view all 6 major companies in this industry.
Related Terms
FAST-MOVING CONSUMER GOODS (FMCG)RESPONDENT FATIGUEFOCUS GROUPIndustry Code
SIC 73.20 - Market Research & Public Opinion Polling in the UK
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
The industry shifts to digital solutions. Public opinion polling companies are increasingly adopting online research techniques and digital tools to stay ahead of the competi...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2014-2023) and forecast (2024-2029)
- Employees, including historical (2014-2023) and forecast (2024-2029)
- Businesses, including historical (2014-2023) and forecast (2024-2029)
- Profit, including historical (2014-2024)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Digitalisation boosts consumer research demand. Automated data collection and online tools help uncover consumer trends, directing product development and marketing efforts m...
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2024
- Product innovation level
Charts
- Products & services segmentation in 2024
- Major market segmentation in 2024
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
London is a financial centre, drawing in market research companies. The city's concentration of corporate headquarters, financial institutions and government departments make...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each region
- Share of population compared to establishments in each region in 2024
Tables
- Number and share of establishments in each region in 2024
- Number and share of revenue each region accounts for in 2024
- Number and share of wages each region accounts for in 2024
- Number and share of employees in each region in 2024
Detailed analysis
- Geographic spread of the industry across Europe, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Unique approaches drive competition. Research companies develop distinct processes and methodologies to gain an edge, presenting barriers to entry for companies lacking speci...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2019-2024
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
WPP plc dominates due to acquisition activity and its global presence. The company aggressively pursues merger and acquisitions to expand its reach across multiple marketing ...
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2020 through 2024
- Major companies in the industry, including market share, revenue, profit and profit margin in 2024
- Overview of Ipsos Mori UK Ltd's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of WPP plc's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Dunnhumby Ltd's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of revenue, market share and profit margin trend for 3 additional companies
Detailed analysis
- Description and key data for Ipsos Mori UK Ltd, and factors influencing its performance in the industry
- Description and key data for WPP plc, and factors influencing its performance in the industry
- Description and key data for Dunnhumby Ltd, and factors influencing its performance in the industry
- Description, key data and performance trends for 3 additional companies
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
GDPR is the most important industry regulation. It mandates explicit user consent, with the aim of protecting personal data in business operations.
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2014-2029)
- Assistance historical data and forecast (2014-2029)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
Profit benefits from uncertainty. The industry's healthy profit margin is supported by a heightened need for public opinion services amid economic and political instability i...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Investment vs. share of economy
Data tables
- Liquidity Ratios (2018-2022)
- Coverage Ratios (2018-2022)
- Leverage Ratios (2018-2022)
- Operating Ratios (2018-2022)
- Assets (2018-2022)
- Liabilities (2018-2022)
- Cash Flow & Debt Service Ratios (2014-2029)
- Revenue per Employee (2014-2029)
- Revenue per Enterprise (2014-2029)
- Employees per Establishment (2014-2029)
- Employees per Enterprise (2014-2029)
- Average Wage (2014-2029)
- Wages/Revenue (2014-2029)
- Establishments per Enterprise (2014-2029)
- IVA/Revenue (2014-2029)
- Imports/Demand (2014-2029)
- Exports/Revenue (2014-2029)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2014-2029)
- IVA (2014-2029)
- Establishments (2014-2029)
- Enterprises (2014-2029)
- Employment (2014-2029)
- Exports (2014-2029)
- Imports (2014-2029)
- Wages (2014-2029)
Top Questions Answered
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Market Research & Public Opinion Polling in the UK industry in United Kingdom in 2024?
The market size of the Market Research & Public Opinion Polling in the UK industry in United Kingdom is £6.4bn in 2024.
How many businesses are there in the Market Research & Public Opinion Polling in the UK industry in 2024?
There are 3,187 businesses in the Market Research & Public Opinion Polling in the UK industry in United Kingdom, which has grown at a CAGR of 0.5 % between 2019 and 2024.
Has the Market Research & Public Opinion Polling in the UK industry in United Kingdom grown or declined over the past 5 years?
The market size of the Market Research & Public Opinion Polling in the UK industry in United Kingdom has been growing at a CAGR of 2.0 % between 2019 and 2024.
What is the forecast growth of the Market Research & Public Opinion Polling in the UK industry in United Kingdom over the next 5 years?
Over the next five years, the Market Research & Public Opinion Polling in the UK industry in United Kingdom is expected to grow.
What are the biggest companies in the Market Research & Public Opinion Polling in the UK market in United Kingdom?
The biggest companies operating in the Market Research & Public Opinion Polling market in United Kingdom are Ipsos Mori UK Ltd, WPP plc and Dunnhumby Ltd
What does the Market Research & Public Opinion Polling in the UK in United Kingdom include?
Consumer research and Media and coverage research are part of the Market Research & Public Opinion Polling in the UK industry.
Which companies have the highest market share in the Market Research & Public Opinion Polling in the UK in United Kingdom?
The company holding the most market share in United Kingdom is Ipsos Mori UK Ltd.
How competitive is the Market Research & Public Opinion Polling in the UK industry in United Kingdom?
The level of competition is high and increasing in the Market Research & Public Opinion Polling in the UK industry in United Kingdom.
Related Industries
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Complementors
View all industries in United Kingdom
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in the UK include:
- Office for National Statistics
- Office for Budget Responsibility
- Bank of England
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
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. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
