The market for surveys and market research - Germany

1.2 World Market Market Research

The market research industry worldwide has experienced strong growth in recent years, which is expected to continue in the coming years. Between **** and ****, the industry experienced annual growth(***) averaging **.*%. The increasing importance of data and the growing need to make informed decisions have led companies to rely more and more on market research services.

Global sales of market research companies from **** to **** Worldwide, **** - ****, in US dollars

The global market research industry generated approximately $***.* billion in ****. The North American market is the largest in terms of revenue, followed by the European market. Most of the revenue was generated by U.S. companies. The leading market research companies worldwide are IQVIA, Gartner Inc, Saleforce.com and Nielsen Company, all headquartered in the US.

An important trend in the industry is the increasing importance of digital market research methods. Technological developments such as Big Data, artificial intelligence and machine learning are enabling market researchers to collect, analyze and interpret data more quickly and efficiently.

1.3 National market

The market research industry in Germany is one of the strongest in Europe in terms of sales, with sales of around two billion euros in ****. The GfK Group is the institute with the highest sales, followed by Kantar TNS Germany and the Nielsen Company Germany. The number of permanent employees was most recently around **,***, which has been declining since ****. The largest share of sales is attributable to the information technology and telecommunications, consumer goods, and media and publishing sectors.

Sales of market research institutes in Germany Germany, **** - ****, in EUR Source: ****

These statistics show sales for the period from **** to ****. The figures appear to be declining, with the highest value in **** (***). In ****, there was a slight increase to just under EUR * billion in sales by institutions in the sector.

For the entire period, a negative CAGR can be observed in the amount of -*%, although it should be noted that between **** and ****, sales increased by *.**% .

2.1 Demand analysis

Despite a slight decline in sales, the members of the Arbeitskreis Deutscher Markt- und Sozialforschungsinstitute (***). Only **% of companies rated the order situation as less good. In comparison, **% of institutes still rated the order situation as good to very good in December ****, while only **% had a less good order situation. However, during the Covid-** pandemic, there was a dip in orders, with **% of companies rating orders as less than good. Nevertheless, **% rated the order situation as good and **% as very good.

Apart from the slump during the Corona crisis, the order situation has remained stable in recent years.

Assessment of the order situation in the respective last year Germany, **** - ****, in % Source: ****

It can be assumed that the order situation will remain stable. An assessment of the development of the order situation in each of the last six months (***) reveals an improving or at least stable order situation overall. In ****, only just under **% of companies report a poor development in the order situation. Here, too, there was a slump at the start of the Corona pandemic, with **% reporting a poor development in ****.

Assessment of the development of the order situation in the respective last year Germany, **** - ****, in % Source: ****

Companies expect the ...

2.2 Demand by industry

The development of the industry is seen mainly in some industries.

In **** and ****, market research institutes have broken down sales by the following industries in percentage terms: information Technology and Telecommunications (***), Other Service Providers and Other

Sales share of market research institutes by sector Germany, **** - ****, in % In ****, the majority of clients came from abroad, and sales by German companies were mainly generated by branches abroad. In that year, the difference between sales generated abroad and sales generated in Germany was the greatest, with a difference of ** percentage points. But in ****, a change is evident, as an increasing share of sales (***) remains that generated abroad with foreign clients. In ****, the difference in sales locations was only ** percentage points.

Sales of market research institutes by sales region and client location

3.1 Five essential forms of market research

Market research offers numerous application possibilities. The results of this research serve as the basis for diagnosing and forecasting future market and product development and thus form the basis for planning strategic and operational marketing measures. Comprehensive market research data is particularly crucial when planning new products and developing communication strategies. Only through systematic market research can customers' needs be determined precisely. Price tests, for example, help to determine specific prices for individual parts of the product range. Market segmentation can be used to identify new customer segments. Capital goods market research identifies the decision-makers in the various phases of an individual project stage. Market research enables companies to gain a competitive advantage over their rivals in the marketplace.[***]

Essentially, market research can be divided into * sub-areas:

Object of investigation (***); Survey or reference period (***); Research area (***); Market sectors or industries (***); Company divisions (***).

The added value of market research consists of information acquisition. This can be differentiated into:

Primary research Secondary research

Primary research gathers new information, for example through surveys, interviews, tests and observations. Primary research is usually used primarily for consumer goods. Primary research is usually preceded by secondary research. this uses material that has already been collected and draws ...

3.2 Market research information gathering

The structure of market research is divided into different areas of data collection

Primary and secondary research, qualitative and quantitative methods, and various analytical approaches help to gain a comprehensive understanding of market dynamics, customer behavior, and competitor strategies:

When collecting external market research, a distinction is made between primary and secondary sources, or primary and secondary research.

Primary sources include:

Expert interviews Surveys, such as customer surveys Observations

Secondary sources include:

Market reports Press reports / press databases such as GENIOS Databases of trade publishers Company directories Competitors' annual reports, brochures and price lists Patent publications Statistics like Destatis Job advertisements Studies and industry reports from trade associations Credit rating databases such as Creditreform Specialized databases such as Bloomberg and Reuters

The following sources are suitable for obtaining information published by official authorities in various fields:

3.3 Challenges & Opportunities for Market and Research Institutes

In the present statistics, opinion research institutes were asked which challenges they consider to be particularly relevant in ****. A total of ** companies were surveyed on various topics. The results of this survey provide interesting insights into the current priorities and concerns of the industry.

Attracting qualified personnel is the top priority for **% of the institutions surveyed. This shows that the shortage of skilled personnel is a key issue for the survey industry. In view of the growing

Challenges facing the industry Germany, ****, in % Source: ****

At the same time, however, the companies surveyed also face new opportunities. These statistics provide an interesting insight into the expectations and prospects of the market research industry for ****, showing that digitization and its potential play a central role. The industry recognizes the opportunities arising from the further development of digital processes and methods and is accordingly focusing on their increasing integration into everyday working life. The companies see an optimistic recovery of the overall economy and growing demand for data and figures in business and politics worldwide

Opportunities for market and opinion research Germany, ****, in % Source: ****

4.1 Players on the market

In Germany, market research and opinion polling fall under services and the economic sector ** (***). The economic branch for market and opinion research **.**.

In recent years, the number and form of companies in different legal forms has developed. Here we present the development from **** to **** and consider the four main categories: Sole proprietorships, partnerships, corporations and other legal forms. Sole proprietorships were the most common legal form during this period. In ****, there were *** sole proprietorships, and although the number decreased to *** in ****, it increased again in the following years, peaking at *** companies in ****. However, in ****, this number declined again. All other legal forms have a declining number of companies. In total, there were only **** companies in this industry in ****. iM comparison: in ****, there were still ****. The decline may be due to mergers of companies, as well as foreign companies operating in Germany.

Number and legal form of companies on the market Germany, ****, in number Source: ****

This index provides an overview of the development of a specific economic indicator from **** to ****, with **** as the base year. This means that the values for **** serve as the reference point or base (***) against which the changes in the other years are measured.

The progression shows that ...

4.2 Secondary research price structure

The costs of market research are mainly derived from the parameters of the number of interviews, the degree of difficulty in reaching the target group and the type of survey. Thanks to the use of already existing databases and resources, laborious surveys and data collection can be avoided, and thus time can be saved and already collected data can be evaluated. As a result, secondary research is significantly less expensive than primary research.

In market and competitive analyses, as well as in all other forms of analysis where a large amount of information is already available, it is crucial to carefully evaluate the relevant data and to include it in the decision-making process.

Here you can find an overview of the costs for market research studies at the renowned company Intothemind:

Source: ****

5.1 Market research guidelines

Market research firms have a number of regulations and guidelines with which they must comply. Here are some important examples:

Further information on market and opinion research companies can be found on the website of the Arbeitskreis Deutscher Markt- und Sozialforschungsinstitute e.V., which apply in particular to primary research. These include:

Compliance with quality standards Compliance with data protection (***) Demographic and regional standards

6.1 Segmentation

The following table gives an overview of the segmentation of the companies existing on the market. Most of these companies work mostly on the basis of conducting their own surveys, tests, researches, etc.

• GfK Gesellschaft für Konsumforschung
• Innofact AG
• GapFish GmbH
• Deutsches Institut für Wirtschaftsforschung
• Statista Q
• Nielsen
• Statista