Index Danmark / Gallup
Find statistics on Danish consumer behaviour, readership, activities, personal care, attitudes, spending, environment, travel, transport, sport, culture and much more.
Facts
Almost 5,000 respondents aged 12 and up.
Insight into Danish consumption, attitudes and media habits
What is Index Denmark/Gallup?
Index Denmark/Gallup from Kantar is a comprehensive consumer and media database that continuously measures Danes’ use of media and branded goods, as well as lifestyle, behaviour, sociodemographics, interests, activities and attitudes.
The database is based on ongoing surveys and is a key tool for the businesses, the media sector and research institutions. It is an excellent resource for understanding Danish markets, target groups and trends.
Knowledge about consumers and products
Index Denmark/Gallup contains detailed data on:
- Demographics: attitudes, lifestyle, activities, interests and more
- Target groups: who they are, what they do and how many they are
- Trends: developments in media use, attitudes and related areas
When is Index Denmark useful?
Index Denmark is a strong way to gain insight into Danish consumers. It contains more than consumption data; you can also find statistics on interests, attitudes, activities, salary and working hours.
For CBS students and researchers, it can be used to:
- Analyse consumer behaviour and segment audiences by demographics, interests and lifestyle
- Connect consumption and media use to see how Danes encounter brands and messages
- Develop marketing strategies and communication plans based on real behavioural data
- Strengthen academic projects with historical and current data on consumption and media use
Segmentation tool
Inside Index Denmark you can use Gallup Kompas for segmentation analysis of consumers beyond traditional demographic categories.
Read more about Gallup Kompas
Help using Index Danmark
Guide
When you are using Index Danmark, you can find a PDF guide. Access it by pressing the F1 key or by selecting “Help” → “GallupPC help”.