Market Research Companies in Vienna

Key figures for researchers

Population

2,042,036 (1 January 2026, provisional), the fastest growth of all Austrian states (+0.7%)¹

Districts

23 Bezirke; the largest are Donaustadt (228,158), Favoriten (223,190) and Floridsdorf (189,551) residents (1 January 2025)⁴

Foreign citizens

754,635 people, 37.0% of residents (1 January 2026)¹

Citizenship

Austrian 63.2%, other EU 15.0%, other countries 21.9% (1 January 2026)³

Born abroad

40% of residents; largest groups born in eastern EU states (9%) and former Yugoslavia (8%) (start of 2026)²

Age

290,935 residents under 15 and 341,575 aged 65 and over (1 January 2026); average age 41³

Households

972,851 private households, 45.2% one-person households (2024)⁵

Housing

23% municipal housing (Gemeindebau), 17% non-profit housing, 35% private rentals, 19% owner-occupied³

Students

201,384 regular university students (2024/25)³

Economy

gross regional product of €124.9 billion in 2025; 10,995 new businesses founded³

Research guide

Research landscape

Vienna is the main research centre in Austria. Full-service agencies work alongside qualitative specialists, B2B and healthcare firms, social research institutes, telephone studios and online panel providers. With a gross regional product of €124.9 billion in 2025 and 10,995 new businesses founded that year, the city is also the main location for B2B research in the country.

Who you will interview

Vienna is both a city and a federal state (Bundesland). On 1 January 2026, 37.0% of residents were foreign citizens. 63.2% held Austrian citizenship, 15.0% the citizenship of another EU country and 21.9% that of a non-EU country. About 40% were born outside Austria, most often in eastern EU states (9%) or the former Yugoslavia (8%), then Germany and Turkey (3% each).

Households are small: 45.2% of the 972,851 private households were one-person households in 2024, so studies of families or couples need quotas on household type. Vienna also has a large student population (201,384 regular university students in 2024/25). For migrant audiences, consider translated questionnaires or bilingual interviewers.

Fieldwork in practice

Vienna has 23 districts (Bezirke) of very different sizes: Donaustadt had 228,158 residents and Favoriten 223,190 in 2025, while Josefstadt covers only 1.1 km². Density ranges from 26,874 people per km² in Margareten to 1,498 in Hietzing. Sampling or quotas by district help control the spread of interviews.

Most residents rent, and social housing plays a large role: 23% live in municipal housing (Gemeindebau), 17% in non-profit housing and 35% in private rentals; only 19% are owners. Face-to-face studies in large housing estates may need more contact attempts. Online panels are 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 the inner districts. Allow for travel time from outer districts such as Floridsdorf, Donaustadt or Liesing when scheduling evening groups.

Ask the agency for its Vienna incentive levels and recruitment lead times; B2B and senior respondents often prefer online interviews. Online communities and video interviews are widely used, alone or alongside in-person groups.

Timing

In 2026/27, Vienna schools have autumn holidays from 27 to 31 October 2026, Christmas holidays from 24 December 2026 to 6 January 2027, a semester break from 1 to 6 February 2027, Easter holidays from 20 to 29 March 2027, a Whitsun break from 15 to 17 May 2027 and summer holidays from 3 July to 5 September 2027. Individual schools may differ slightly.

Families and business targets are harder to reach in these periods, especially in July and August. Check national public holidays in the Austria guide.

Working with a Vienna agency

• Share a clear brief: objectives, target, sample size, districts or areas, method, languages and deadline.
• For face-to-face or recruitment, ask how the agency reaches residents of large housing estates, students and migrant communities.
• For focus groups, ask for the studio address, viewing room capacity, streaming options and incentive levels.
• Ask whether the agency is a member of the VMÖ or follows the ICC/ESOMAR International Code.
• Compare several proposals: you can send one request to up to 5 Vienna companies from this page.

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