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Methodology Hero

The fieldwork for this study was undertaken by Strand Partners' research team for Amazon Web Services. This research has followed the guidance set forth by the UK Market Research Society and ESOMAR.

For the purposes of this study, business leaders are defined as founders, CEOs, or members of the C-suite in organisations. ‘Citizens’ are nationally representative members of the public based on the latest available census.

For enquiries regarding our methodology, please direct your questions to:

For each market:

  • We conducted a survey targeting 1,000 nationally representative members of the public. This survey has ensured representation based on age, gender, and NUTS 1 region.[1]

  • Additionally, we surveyed 1,000 business leaders, representative by their business size, sector, and NUTS 1 region.


Our sampling process used a mix of online panels that are recognised for their validity and reliability. These panels are carefully curated to ensure diverse representation across various demographics. For the business leaders, the panels are selected with a consideration for organisational size, sector, and position within the company. Our objective with the sampling strategy is to achieve an optimal mix that mirrors the actual distribution of our target populations in the respective markets.

Weighting Techniques

Post-data collection, we applied iterative proportional weight to correct any discrepancies or over-representations in the sample.


This study was designed with the objective of delving deep into the digital landscape:

Usage Patterns

 This survey gauges the evolving patterns of digital technology usage. We are particularly interested in examining the adoption and implementation levels of technologies, focusing on cloud computing and artificial intelligence.

Perceptions and Attitudes

 The survey seeks to unearth the prevailing perceptions and attitudes towards digital technologies, understanding the perceived benefits, challenges, and potential ramifications of both present and emerging tech solutions.

Barriers and Opportunities

 The survey scrutinises the predicted challenges and potential avenues that both businesses and individuals anticipate on their digital trajectory. This involves pinpointing challenges, from skill deficits to regulatory complications, and recognising opportunities for growth, innovation, and market development.

"Size of the Prize"

The survey shed light on the economic repercussions and growth prospects linked with digital transformation. By elucidating the ‘size of the prize’, we aspire to stress the importance of digital transformation and foster further investments and technology adoption.


The markets surveyed were Denmark, France, Finland, Germany, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Spain, Sweden, Switzerland, and the UK. Across all these markets, we have surveyed a total of 30,112 respondents, consisting of 16,001 consumers and 14,111 business leaders.

Economic Modelling:

Our headline estimate of the potential economic impact of digital transformation is an update on the economic modelling published in 2022 with new data from 2023. This model is based on the potential economic impact of achieving the following four goals, based on the European Commission's Digital Decade targets:


  • Increasing businesses’ cloud computing uptake to 75%. 

  • Small business adoption of three key digital tools and services (CRM, ERP, and fast broadband) increases to 90%. 

  • 80% of EU adults achieve basic digital skills. 

  • Taking maximum advantage of the potential economic impact of AI and big data

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