The market for surveys and market research - France

Opinion polls are surveys carried out on a human population to determine preferences and trends in public opinion. The results are then used to answer one or more questions based on the study of a sample of this population.the best-known opinion surveys cover a wide range of political and social issues, and are carried out by polling companies. Results may be public or private, depending on the nature of the question and the client. Published research accounts for only a small proportion of the public opinion research produced by market research institutes. The vast majority are carried out for clients who, like marketing decision-makers, keep the results confidential, as these studies are conducted to serve as a decision-making tool. A wide variety of clients commission opinion research: the press (mainly published surveys), ministries and public institutions, local authorities, political parties and personalities, public and private companies (including communications agencies), associations, trade unions, research centers, etc. on a global scale, the market is booming, driven by the need for information expressed by more and more individuals and companies. Like many other information-related sectors, the opinion survey market is experiencing a strong wave of digitalization. Alongside traditional players such as Ipsos, BVA, Ifop and Harris Interractive, a number of new digital natives are jostling to make a name for themselves. Companies such as Happydemics and MadeInVote are carving out an ever-growing share of the market. Happydemics, for example, raised almost €13 million in 2020 [L'UsineDigitale] , and now has almost 1,400 customers in 145 countries