Market Research Companies in Copenhagen

Key figures for researchers

Population

671,672 in the municipality (start of 2026)¹

Capital Region

1,943,467 residents (1 January 2026)³

Capital urban area

1,408,575 residents in Hovedstadsområdet (1 January 2026)⁴

Average age

37.1 years, against 42.7 for Denmark (2026)²

Young adults

178,639 residents aged 16–29 (start of 2026)¹

Immigrants and descendants

29% of residents²

Education

the share of the workforce with a long higher education is twice the national level (2024)²

Dwellings

about 346,500 (2025)⁵

Housing

private rental 30%, cooperative (andel) 28%, owner-occupied 22.2%, social (almene) about 19% (2025)⁵

Moves

more than 210,000 moves registered in the municipality in 2024⁵

Research guide

Research landscape

Copenhagen is the main business centre of Denmark and the base of much of its research industry: full-service agencies, qualitative specialists, B2B and healthcare firms, online panel providers and field suppliers. The municipality has 671,672 residents, the capital urban area (Hovedstadsområdet) 1,408,575 and the Capital Region 1,943,467, so check whether a brief means the municipality, the urban area or the region. Frederiksberg is a separate municipality.

Who you will interview

Copenhagen is young: the average age was 37.1 in 2026, against 42.7 for Denmark, and 178,639 residents were aged 16 to 29 at the start of 2026. The city attracts young people from other municipalities and from abroad who come to study, and it is highly educated: in 2024, the share of the workforce with a long higher education was twice the national level.

29% of residents are immigrants or descendants of immigrants. Immigration and emigration mostly involve the United States, the large European countries and Denmark’s neighbouring countries. For international residents, consider English questionnaires; for other migrant audiences, translated questionnaires or bilingual interviewers.

Fieldwork in practice

The city is divided into districts (bydele) such as Indre By, Østerbro, Nørrebro, Vesterbro/Kongens Enghave, Valby, Vanløse, Brønshøj-Husum, Bispebjerg, Amager Øst and Amager Vest. They differ in age: the average age is 35.1 in Nørrebro and 35.7 in Vesterbro, but 40.3 in Indre By. Quotas by district and age help control the spread of interviews.

Few homes are owner-occupied: of about 346,500 dwellings in 2025, 30% were private rentals, 28% cooperative flats (andelsboliger), 22.2% owner-occupied and about 19% social housing (almene boliger). People move a lot (more than 210,000 moves were registered in 2024), and young newcomers often live in shared private rentals, so address lists age quickly. Online is the main method for consumer surveys, with telephone or face-to-face interviews for older or offline audiences.

Focus groups and qualitative research

In-person focus groups are usually held in dedicated studios with a one-way mirror and video streaming, most of them in central Copenhagen. Allow for travel time when groups must include residents from the wider Capital Region.

Ask the agency for its Copenhagen incentive levels and recruitment lead times; B2B and senior respondents often prefer online interviews. English can be considered for B2B, professional or international groups, but consumer groups are normally held in Danish.

Timing

In Copenhagen’s municipal schools, the 2026/27 holidays are: Christmas from 21 December 2026 to 1 January 2027, winter holiday from 15 to 19 February 2027, Easter from 22 to 29 March 2027, Ascension on 6–7 May 2027, Whitsun on 16–17 May 2027 and summer holidays from 28 June to 6 August 2027. Each school can adjust its plan, and other municipalities in the region may have different dates.

Families and business targets are harder to reach in these periods, especially in July. Check national public holidays and the summer holiday weeks in the Denmark guide.

Working with a Copenhagen agency

• Share a clear brief: objectives, target, sample size, municipality or region, districts, method, languages and deadline.
• Say whether Frederiksberg and the surrounding municipalities should be included.
• For face-to-face or recruitment, ask how the agency reaches students, recent movers, international residents and migrant communities.
• For focus groups, ask for the studio address, viewing room capacity, streaming options and incentive levels.
• Check fieldwork dates against the Copenhagen school holidays and July.
• Compare several proposals: you can send one request to up to 5 Copenhagen companies from this page.

National rules (data protection, holidays, sampling across regions) are covered in our guide to market research in Denmark.