Market Research Companies in Iceland

Key figures for researchers

Population

396,500 (end of June 2026)¹

Capital region

253,230 people; 143,270 in other regions (end of June 2026)¹

Reykjavík

139,804 inhabitants (1 January 2026)²

Municipalities

62 (1 January 2026)²

Immigrants

77,226 people, 19.6% of the population (1 January 2026)³

Largest immigrant group

Poland: 23,055 people, 29.9% of immigrants (1 January 2026)³

Foreign citizens

71,130 people, 17.9% of the population (end of June 2026)¹

Internet users

98.2% of individuals (2024)⁴

Mobile subscriptions

121 per 100 people (2024)⁵

Research guide

Research landscape

Iceland is one of the smallest research markets in Europe: the whole country had 396,500 people at the end of June 2026, and 253,230 of them lived in the capital region around Reykjavík, which includes Kópavogur. Outside it, towns such as Akureyri in the north have much smaller populations.Local agencies and field suppliers often work alongside Nordic or international partners on multi-country studies.

A common quality reference is the ICC/ESOMAR International Code. Created in 1977 and revised in 2025 (fifth edition), it is endorsed by over 60 associations in more than 50 countries and is mandatory for ESOMAR members. Its 2025 edition adds rules on the responsible use of AI and stronger protection for children, young people and vulnerable people.

Languages and fieldwork

Under Act No. 61/2011, Icelandic is the national language of the Icelandic people and the official language in Iceland, and Icelandic Sign Language is recognised as the first language of those who rely on it. Icelandic is the fieldwork language for almost all studies, and questionnaires should be translated and checked by native speakers.

Immigrants are a large and growing group: 77,226 people, 19.6% of the population on 1 January 2026, up from 18.9% a year earlier. People from Poland are by far the largest group (23,055, or 29.9% of immigrants), followed by Ukraine (6.1%) and Lithuania (4.9%). Studies that need to reach immigrants often add English, Polish or other language versions, or bilingual interviewers.

Which methods work

Connectivity is very high: 98.2% of individuals use the internet and there are 121 mobile subscriptions per 100 people. Online surveys are widely used for consumer research, and mobile-friendly questionnaires are essential.

With such a small population, sub-groups and regional samples shrink fast: check feasibility before agreeing quotas, especially outside the capital region (143,270 people in all other regions together). Telephone (CATI) interviews remain useful for B2B decision makers, older people and hard-to-reach groups. In-person focus groups are usually held in the capital region.

Timing

Summer is the main period to avoid for B2B and family targets. The legal summer holiday period runs from 2 May to 15 September, and workers have the right to take at least 14 days of holiday in that period. Schools close early: in one Reykjavík compulsory school, the last school day is 10 June 2027, and the new school year started on 24 August 2026.

Christmas is the other period to avoid: Christmas Eve (24 December) is a half-day holiday, followed by Christmas Day and the Second Day of Christmas, and New Year’s Eve is also a half-day; in the same Reykjavík school, the Christmas holiday starts on 18 December 2026. Other public holidays in 2027 include Easter (Maundy Thursday 25 March to Easter Monday 29 March), the First Day of Summer (22 April), Ascension Day (6 May), Whit Monday (17 May), National Day (17 June) and Commerce Day (2 August).

Data protection

Iceland applies the GDPR as a member of the EEA, through the Act on Data Protection and the Processing of Personal Data, No. 90/2018, in force since 15 July 2018. The supervisory authority is Persónuvernd (Icelandic Data Protection Authority); its decisions cannot be appealed to another administrative authority but can be taken to the courts. Children can consent to online services from the age of 13.

For processing carried out solely for scientific, historical or statistical purposes, some data subject rights (GDPR Articles 15, 16, 18 and 21) do not apply where they would make the research impossible. Use of the national identification number (kennitala) is allowed only for an objective purpose and where needed for secure identification. Ask your agency which lawful basis it uses, how respondents are informed, how samples are drawn and where the data is hosted.

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 immigrants and respondents outside the capital region will be reached, and how quotas and weighting are set.
• Check fieldwork dates against the summer holiday period (2 May–15 September), Christmas and Easter.
• 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.