The public opinion and election polling market has seen considerable growth due to a variety of factors.
• There has been a consistent expansion in the size of the public opinion and election polling market over the past few years. The market is expected to increase from $8.7 billion in 2024 to $8.93 billion in 2025, with a compound annual growth rate (CAGR) of 2.7%.
The progression during the historical period can be credited to factors such as media sway and exposure, political affairs and campaigns, changes in demographic, alongside social and economic influences, as well as past voting trends.
The public opinion and election polling market is expected to maintain its strong growth trajectory in upcoming years.
• In the coming years, the market size for public opinion and election polling is projected to experience consistent growth, expanding to $10.23 billion by 2029, with a 3.5% compound annual growth rate (CAGR). The increase during this forecast period is believed to be due to factors like social media and digital platforms, polarization and the political environment, issue-driven campaigns, demographic shifts, and the evolution of communication channels. Key trends anticipated throughout this period incorporate the influence of social media, the internationalization of polling practices, complications related to response rates, trust in public polling, and the capacity to adapt to societal transformations.
A rise in the need for public sentiment is expected to spur the demand for public opinion and election polling markets. Public opinions and surveys serve as calibration instruments to decipher public thoughts around a specific commodity, personality, activity, corporation, or any other field pertinent to medical investigation and novelty. Such surveys assist nations and corporations in choosing a new head, launching a product, amending operational structure endeavors, or making other critical strategic determinations. The necessity for public sentiment in decision-making processes in governance and corporate endeavors facilitates the expansion of the public opinion and election polling market.
The public opinion and election polling market covered in this report is segmented –
1) By Mode: Online Surveys, Paper Surveys, Telephonic Surveys, One-to-One Interviews
2) By Survey Type: Product Survey, Website Survey, Focus Group Survey, Conference Feedback Survey, Other Survey Types
3) By Application: Public Opinion, Election Polling
Subsegments:
1) By Online Surveys: Web-Based Surveys, Mobile Surveys, Paper Surveys
2) By Mail Surveys: In-Person Surveys, Telephonic Surveys
3) By Telephonic Surveys: Automated Phone Surveys, Live Interview Phone Surveys
4) By One-To-One Interviews: Face-To-Face Interviews, Video Call Interviews
The introduction of innovative tactics and techniques through collaboration and partnerships is becoming increasingly significant in the public opinion and election polling sector. To make voting and surveys more authentic, reliable, and accessible, top firms in the sector and governmental bodies are adopting new technologies that negate errors and bring variability. For instance, in July 2023, a non-profit organization based in the US, The Council of State Governments, teamed up with The Turnout, an organization that handles voter registration in the US, to establish the Election Technology Initiative (ETI). The ETI aims to foster and implement open-source solutions for election administrators, increasing the safety, transparency of domestic and international elections and improving voter trust, access, and participation. As the initiative's inaugural step, ElectionGuard, an open-source software tool developed by Microsoft's Democracy Forward Initiative, will be moved under the ETI's control. The software tool, ElectionGuard, grants election officials and voting machine providers the necessary components to conduct end-to-end verifiable post-election audits.
Major companies operating in the public opinion and election polling market include:
• Nielsen Holdings plc
• Ipsos SA
• SurveyMonkey Market Research Solutions
• YouGov plc
• Gallup Inc.
• Marist Institute for Public Opinion
• Harris Insights & Analytics LLC
• Gnosis Partners LLC
• Morning Consult LLC
• Group Dynamics In Focus LLC
• Rasmussen Reports LLC
• Pew Research Center
• Eastcoast Research Inc.
• Quinnipiac University Polling Institute
• Public Policy Polling LLC
• CNN/ORC International
• Monmouth University Polling Institute
• Emerson College Polling
• SurveyUSA Inc.
• Zogby Analytics LLC
• Washington Post-ABC News Poll
• NBC News/Wall Street Journal Poll
• Fox News Poll
• CBS News Poll
• Reuters/Ipsos Poll
• IBD/TIPP Poll
• The Economist/YouGov Poll
• Suffolk University/USA Today Poll
• The Roper Center for Public Opinion Research
• Elway Research Inc.
• Field Research Corporation (Field Poll)
• Franklin Pierce University Polling Institute
North America was the largest region in the public opinion and election polling market in 2024. Western Europe was the second largest region in the global public opinion and election polling market share. The regions covered in the public opinion and election polling market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.