Market Research Companies in Denmark

Key figures for researchers

Population

6,038,638 (September 2026)¹

Regions and municipalities

5 regions, 11 provinces, 98 municipalities²

Largest urban areas

Capital area (Copenhagen) 1,408,575, Aarhus 305,227, Odense 187,558, Aalborg 122,550 people (1 January 2026)³

Living in urban areas

88.7% of the population (1 January 2026)³

Immigrants and descendants

16.8% of the population (2026)⁴

Foreign language skills

90.3% of adults aged 25–64 know at least one foreign language (2022)⁵

Internet users

99.8% of individuals (2024)⁶

Weekly use of public digital services

82% of people aged 15–89 (2025)⁷

Mobile subscriptions

127 per 100 people (2024)⁸

GDP per capita

about US$77,000 (2025)⁹

Research guide

Research landscape

Denmark is a small but advanced research market: almost everyone is online and public services are largely digital, so online surveys are the norm. Full-service agencies work alongside specialist qualitative, B2B and healthcare firms, online panel providers and field suppliers. Copenhagen is the main business centre, followed by Aarhus, Odense and Aalborg.

A common quality reference is the ICC/ESOMAR International Code, revised in 2025 (fifth edition) and endorsed by over 60 associations in more than 50 countries. Its principles include honesty and transparency, care for participants, and clear information on how personal data will be used and protected.

Languages and fieldwork

Danish is the default fieldwork language for consumer studies, and questionnaires should be translated and checked by native speakers. Foreign language skills are high: in 2022, 90.3% of adults aged 25 to 64 knew at least one foreign language, so English-language interviews can be considered for B2B and professional targets.

In 2026, immigrants and their descendants made up 16.8% of the population: studies of migrant audiences may need translated questionnaires or bilingual interviewers. A national sample covers 5 regions and 98 municipalities. On 1 January 2026, 88.7% of people lived in urban areas and 11.2% in rural areas, and the capital area alone had 1,408,575 inhabitants, so regional and urban/rural quotas matter.

Which methods work

Connectivity is very high: 99.8% of individuals use the internet and there are 127 mobile subscriptions per 100 people. Statistics Denmark reports that 85% had shopped online in the last three months in 2026. Online surveys using access panels are the dominant method for consumer research, and mobile-friendly questionnaires are essential.

Older people are less active online: in 2025, 82% of people aged 15 to 89 used public digital services at least once a week, but only 51% of those aged 85 to 89. Telephone (CATI) and face-to-face interviews remain useful for the oldest audiences, hard-to-reach groups and B2B decision makers. In-person focus groups are usually held in Copenhagen or Aarhus.

Timing

Summer is the main period to avoid for B2B targets. The traditional industrial holiday (industriferie) covers three weeks in July, and weeks 29 and 30 are the most popular holiday weeks: in 2018, about four in ten employed people took holiday in those weeks, and about three in ten in weeks 28 and 31, which coincide with school summer holidays. Allow more fieldwork time if your field period falls in weeks 28 to 31.

The Christmas and New Year period (late December to early January) is also a time to avoid: response rates fall and business respondents are hard to reach. Plan around Easter and other public holidays as well.

Data protection

Personal data is governed by the GDPR and the Danish Data Protection Act (databeskyttelsesloven, Act No. 502 of 23 May 2018, consolidated as Act No. 289 of 8 March 2024), in force since 25 May 2018. It allows sensitive data to be processed when this is done solely for statistical or scientific studies of significant importance to society.

The supervisory authority is the Danish Data Protection Agency (Datatilsynet), which handles complaints, carries out investigations and publishes guidance. The Robinson list (Robinsonlisten) protects people against unsolicited addressed advertising and sales calls, but analysis institutes and charities may still contact people registered on it; telephone sales are generally banned unless the person has asked to be contacted. Research calls must therefore never be used to sell.

Working with a local agency

• Share a clear brief: objectives, target, sample size, regions, method, languages and deadline.
• Ask whether the agency follows the ICC/ESOMAR International Code, and which panels or fieldwork suppliers will be used.
• Ask how older people and immigrant audiences will be reached, and how quotas and weighting are set.
• Check fieldwork dates against the July industrial holiday and the Christmas period.
• Agree in writing who is controller and who is processor of the personal data, and the retention period.
• Compare several proposals: you can send one request to up to 5 companies from this page.