Market Research Companies in Stockholm

Key figures for researchers

Population

999,236 (31 December 2025)¹

Stockholm County

2,486,300 residents (31 December 2025)³

City districts

11 district areas (stadsdelsområden), from 38,683 people in Skärholmen to 155,616 in Norra innerstaden (2025)²

Born abroad

26.4% of residents, 263,893 people (2025)¹

Foreign background

35.3% of residents (born abroad or with two foreign-born parents, 2025)¹

Age

16.7% aged 65 and over, 20.7% aged 0–19 (2025)¹

Mean age

40 years (2023)⁵

Living alone

22.4% of residents are single people without children (2025)⁶

Housing

446,012 of 522,654 dwellings are in apartment buildings (2024)⁴

Moves

67,318 people moved in and 69,071 moved out in 2025¹

Research guide

Research landscape

Stockholm is the main business centre of Sweden 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 city itself has just under one million residents, and Stockholm County 2,486,300, so check whether a brief means the city or the wider region.

Who you will interview

The population is relatively young: the mean age was 40 in 2023, 16.7% of residents were 65 or over in 2025 and 20.7% were aged 0 to 19. It is also diverse: 26.4% of residents were born abroad and 35.3% had a foreign background (born abroad or with two foreign-born parents). The largest groups by origin are Europe and North America, Africa, and Turkey, Iraq, Iran, Lebanon and Syria.

The differences between areas are large: the share of residents with a foreign background is 76% in Järva and 74% in Skärholmen, but 21% in Södermalm. For studies that must reflect the whole city, plan quotas by area and age, and consider translated questionnaires or bilingual interviewers for migrant audiences.

Fieldwork in practice

The city is divided into 11 district areas (stadsdelsområden) and 132 districts (stadsdelar), from Skärholmen (38,683 people) to Norra innerstaden (155,616). Sampling by district area, or by inner city and suburbs, helps control the spread of interviews.

Most homes are flats: 446,012 of 522,654 dwellings were in apartment buildings in 2024, and 257,568 were tenant-owned flats (bostadsrätter) against 223,826 rentals. Entry codes make door-to-door work harder, and people move a lot (67,318 arrivals and 69,071 departures in 2025). Online is the main method for consumer surveys, with telephone or paper 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 Stockholm. Allow for travel time from suburbs such as Järva, Skärholmen or Farsta when scheduling evening groups.

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

Timing

Summer is the main period to avoid: employees are entitled to at least four consecutive weeks of leave between June and August, unless otherwise agreed, and July is the hardest month for B2B and family targets. Avoid the Midsummer weekend too: in 2027, Midsummer Eve falls on Friday 25 June.

In Stockholm’s municipal schools, the 2026/27 breaks are: autumn break 26–30 October 2026 (week 44), Christmas from 18 December 2026 to 11 January 2027, sportlov 1–5 March 2027 (week 9) and Easter break 30 March–2 April 2027 (week 13). The school year ends on 11 June 2027. Other municipalities in Stockholm County may have different dates.

Working with a Stockholm agency

• Share a clear brief: objectives, target, sample size, city or county, district areas, method, languages and deadline.
• For face-to-face or recruitment, ask how the agency reaches flats with entry codes, recent movers and migrant communities.
• For focus groups, ask for the studio address, viewing room capacity, streaming options and incentive levels.
• Check fieldwork dates against Midsummer, the July holiday period and the Stockholm school breaks.
• Compare several proposals: you can send one request to up to 5 Stockholm companies from this page.

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