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City guide
Conducting market research in Helsinki
A fast-growing capital of about 700,000 people where one resident in five has a foreign mother tongue and half of households are one person: what to know before planning a survey or focus groups in Helsinki.
Key figures for researchers
- Population
- 694,392 (31 December 2025); over 700,000 in August 2026 (city estimate)1
- Helsinki Region
- 1,623,283 residents (2025)1
- Mother tongue
- Finnish or Sámi 73.4%, Swedish 5.4% (37,349 people), other languages 21.2% (Helsinki Facts and Figures 2026)1
- Foreign-language speakers
- 21% of residents at the end of 2025, against 11% in Finland; over 150 mother tongues registered2
- Born abroad
- 19% of residents; 13% are foreign nationals2
- Age
- 14.9% aged 15 or younger, 17.7% aged 65 or older (2025)1
- Households
- 363,482, 1.85 people on average (31 December 2025)1
- One-person households
- 50.5% of households (31 December 2025)1
- Housing
- 87.8% of the 398,541 dwellings are in blocks of flats (31 December 2024)1
- Moves
- 36,763 people moved to Helsinki and 33,450 moved away in 20241
Research guide
Research landscape
Helsinki is the capital and main business centre of Finland, and the base of most of its research industry: full-service agencies, qualitative specialists, B2B and healthcare firms, online panel providers and field suppliers. The city had 694,392 residents at the end of 2025 and passed 700,000 in August 2026; the wider Helsinki Region had 1,623,283. Espoo and Vantaa are separate cities, so check whether a brief means the city of Helsinki or the whole region.
Who you will interview
Helsinki is younger than the rest of Finland: the largest age group is 25 to 34, the average age is 41.2 years against 44.1 nationally, and 17.7% of residents were 65 or older in 2025. Households are small: 50.5% are one person and the average is 1.85 people.
The city has three main language groups. 73.4% of residents have Finnish (or Sámi) as their mother tongue, 5.4% Swedish and 21.2% another language. The most common foreign mother tongues are Russian (21,540 speakers), Somali (16,115), Arabic (11,736), English (11,072) and Estonian (9,063). 19% of residents were born abroad. For studies that must reflect the whole city, offer Finnish and Swedish questionnaires, and consider English, Russian or other versions, or bilingual interviewers, when migrant audiences matter.
Fieldwork in practice
Most people live in flats: 87.8% of the 398,541 dwellings were in blocks of flats at the end of 2024. Entry doors and intercoms make door-to-door work harder, and one-person households are often out during the day. Online is the main method for consumer surveys, with telephone or paper for older or offline audiences.
The population changes quickly: 36,763 people moved to Helsinki and 33,450 moved away in 2024, and net migration made up 90% of population growth in 2025. Recent arrivals and foreign-language speakers can be under-represented in panels, so ask how the agency reaches them and how quotas are set.
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 Helsinki. Allow for travel time from Espoo, Vantaa or the outer districts when scheduling evening groups.
Ask the agency for its Helsinki incentive levels and recruitment lead times; B2B and senior respondents often prefer online interviews. Consumer groups are normally held in Finnish; plan separate Swedish-language groups when Swedish speakers are a target, and English can be considered for B2B and professional groups.
Timing
Summer is the main period to avoid for B2B and family targets, especially July and the Midsummer weekend. Schools close early: in Helsinki, the spring term ends on 5 June 2027 and the next school year starts on 11 August 2027.
In Helsinki’s Finnish- and Swedish-language schools, the 2026–2027 breaks are: autumn holiday 12–16 October 2026, Christmas from 21 December 2026 to 6 January 2027 and the winter holiday 22–26 February 2027. Other municipalities in the region may have different dates, so check them for regional samples.
Working with a Helsinki agency
- Share a clear brief: objectives, target, sample size, city or Helsinki Region, method, languages (Finnish, Swedish, others) and deadline.
- Ask how Swedish-speaking, foreign-language and recently arrived residents will be reached, and how quotas and weighting are set.
- For focus groups, ask for the studio address, viewing room capacity, streaming options and incentive levels.
- Check fieldwork dates against Midsummer, July, Christmas and the Helsinki school holidays.
- Compare several proposals: you can send one request to up to 5 Helsinki companies from this page.
National rules (data protection, holidays, sampling across regions) are covered in our guide to market research in Finland.
Frequently asked questions
How many people live in Helsinki?
The city of Helsinki had 694,392 residents at the end of 2025 and passed 700,000 in August 2026, according to the city. The Helsinki Region had 1,623,283 residents in 2025.
Does a survey in Helsinki need a Swedish version?
Usually yes for studies of the general population: 5.4% of residents (37,349 people) have Swedish as their mother tongue. Other languages help too, as 21% of residents speak a foreign language as their mother tongue, most often Russian, Somali, Arabic, English or Estonian.
Is an online survey representative of Helsinki residents?
For most consumer targets, yes, with quotas and weighting set on Helsinki figures, not national ones: the city is younger (average age 41.2 against 44.1 in Finland), 50.5% of households are one person and 19% of residents were born abroad.
Why is door-to-door fieldwork harder in Helsinki?
Because 87.8% of dwellings are in blocks of flats, half of households are one person and people move often: 36,763 moved in and 33,450 moved out in 2024.
When should fieldwork be avoided in Helsinki?
Avoid July and the Midsummer weekend, Christmas (school holiday 21 December 2026 to 6 January 2027) and the Helsinki winter holiday, 22–26 February 2027. Schools close on 5 June 2027.