NACE 73.2 – Market Research and Public Opinion Polling | Public Tenders

Definition: NACE 73.2 covers market and opinion research services, including quantitative and qualitative surveys, panel research, focus groups and market analyses. Public contracting authorities use these services for political opinion research, citizen surveys, programme evaluation and consumer research.

Legal basis: NACE Rev. 2 (Regulation (EC) No 1893/2006) · Last updated: January 2026

What does NACE 73.2 cover?

NACE 73.2 (Market research and public opinion polling) classifies companies that systematically collect, analyse and report data on markets, consumers and public opinion.

Group 73.2 within Section M (professional and scientific activities) and Division 73 comprises one class:

Public contracting authorities in the area of NACE 73.2 are federal ministries (in particular the Federal Ministry of the Interior and the Chancellery), statistical authorities, regulatory authorities, municipal administrations and EU institutions (Eurobarometer of the European Commission).

Public Tenders: NACE 73.2 in Practice

Opinion research for public institutions is a distinct, regularly tendered field — from large-scale federal surveys to municipal citizen polls.

Typical types of contract

• Political opinion polls: Surveys on political mood, chancellor and party preferences commissioned by public broadcasters or state institutions
• Population surveys and social research: Representative studies on societal issues (e.g. perceptions of safety, trust in institutions, attitudes to migration)
• Citizen surveys: Satisfaction surveys of municipal residents on administrative services, public transport, urban development
• Evaluation research: Accompanying surveys to measure the impact of funding programmes, legislation and campaigns
• Consumer research for regulatory authorities: Market surveys for BNetzA, the Federal Cartel Office or EMA for market monitoring
• Eurobarometer follow-up studies: In-depth national studies following EU-wide surveys

Thresholds and procedure types

Opinion research contracts above EUR 221,000 (2024/2025) must be tendered EU-wide. Smaller individual studies fall under UVgO or VOL/A. For framework agreements covering recurring surveys, the cumulative value over the term is decisive. Given the specific methodological know-how involved, research contracts are often awarded under the open procedure with qualitative award criteria.

Relevant CPV Codes for NACE 73.2

Current tenders are published on TED (Tenders Electronic Daily) and on national procurement platforms.

Who is NACE 73.2 relevant to in procurement law?

Public Contracting Authorities

The Federal Ministry of the Interior and Community (BMI) and the Federal Press and Information Office (BPA) are the most frequent contracting authorities for political polling and opinion research studies in Germany. Statistical authorities (Federal Statistical Office, Destatis; Statistics Austria) commission methodologically demanding surveys to complement official statistics. Municipalities regularly conduct citizen surveys. At EU level, the Eurobarometer of the European Commission is the best-known example of regular EU-wide opinion research.

Companies and Bidders

Market and opinion research institutes wishing to win public tenders should consider the following requirements:

• Methodological competence: Evidence of experience with representative population surveys, sample design and weighted analysis
• Field capacity: Own or contracted interviewer networks, CATI capacity
• Data protection: GDPR-compliant data collection and processing, anonymised data storage
• Industry association membership: ADM (Working Group of German Market and Social Research Institutes), ESOMAR as a quality signal

NACE 73.2 in Context: Section M and Division 73

• NACE M – Professional and scientific activities: Parent section
• NACE 73.1 – Advertising: Advertising agencies, media planning
• NACE 70.2 – Management consultancy activities: Management consulting, strategic advice
• NACE 63.9 – Other information service activities: News agencies, press monitoring

Frequently Asked Questions on NACE 73.2 and Public Tenders

Are election polls commissioned by public broadcasters subject to procurement law?
Public broadcasters are contracting authorities within the meaning of procurement law. Election polls and political opinion research that exceed the threshold must be tendered — even where there is political sensitivity.

How is quality assessed in opinion research tenders?
Typical quality criteria include sample design and size, field methods (CATI, CAWI, mixed-mode), weighting procedures, experience with comparable studies and the qualifications of the project team. The most economically advantageous tender considers price and quality together.

Can omnibus surveys be commissioned directly?
Omnibus surveys (standardised combined surveys in which several clients book questions) can be commissioned directly below the threshold. Where a public authority uses them regularly, the cumulative annual value is decisive for the threshold test.

What applies to evaluation research for EU-funded programmes?
Accompanying evaluations of EU structural fund programmes are subject to both national procurement rules and EU-specific requirements (e.g. under the ESIF Regulation). Evaluation reports must meet the methodological quality standards of the European Commission.

Last updated: January 2026
All information is provided without guarantee. For legally binding advice, please consult a law firm specialising in public procurement law.