The market for surveys and market research - Germany

Since 2020, the global market for market research services has shown fluctuating trends. German market research institutes have reported a slight drop in sales, from 1.7 billion euros in 2020 to 1.67 billion euros in 2021. Despite this decline, the global industry anticipates growth, with the market set to expand at a CAGR of 7.1% from 2022 to 2026. Demand analysis in Germany reflects post-COVID-19 resilience, with 81% of market research institutes rating the order situation as good or very good in December 2022. Sector-wise, IT and telecoms (27% in 2020, 29% in 2021), consumer goods (20% in 2020, 19% in 2021), and media and publishing (15% in 2020, 16% in 2021) lead the sales contribution. The market is also placing increasing emphasis on digital research methods. However, national sales of German market research institutes show a negative CAGR of -1% for the period 2010-2021, although a slight increase in sales of 2.85% has been observed between 2020 and 2021.

Trends and dynamics in the German market research sector

The German market research sector is a solid component of the European market, demonstrating resilience and adaptability despite the many challenges it faces. With revenues approaching two billion euros in recent years, the industry has experienced marginal fluctuations, partly due to the effects of the global pandemic. However, the upward trend in industry sales, peaking at just under two billion euros in 2021, indicates a recovery and optimistic prospects for future growth. In the face of these challenges, companies in the sector remained optimistic, with the majority believing that the order situation is stable or improving. For example, in 2022, around 81% of companies indicated a positive assessment of the order situation, with 85% forecasting an improvement over the next six months. This confidence suggests that, despite occasional slowdowns, such as during the avian flu pandemic of 19 years ago, when 60% of companies indicated that the order situation was worse, the market research industry in Germany has maintained general stability. Industry demand appears to be driven by specific sectors, with IT and telecoms leading the way with around 29% of sales, followed by consumer goods and media and publishing, with around 19% and 16% respectively. The emphasis remains largely on primary research, which accounts for the majority of sales.

Online surveys alone account for around 39% of sales, underlining the importance of digital means in data collection and analysis. Technology plays a crucial role in shaping the future of market research. Technological advances such as artificial intelligence, Big Data and digital research methods are being increasingly adopted, enabling market research companies to offer comprehensive, faster and more efficient services. The opportunity of digitalization, combined with a recovering global economy, has prompted market research companies in Germany to look to the coming years with optimism. Attracting qualified staff remains a major challenge and a top priority for almost 44% of institutes. The need for skilled labor underlines the industry's move towards more sophisticated research methodologies requiring expertise in areas such as data analysis and digital marketing. In terms of market structure, the sector comprises a mix of large global players and small, specialized companies. With operations worldwide and revenues ranging from €16 million to over €2 billion, these companies offer a range of services, including consumer research, consultancy and sophisticated data analysis. The importance of specialized research methods, such as morphological market research and strategic segmentation, reflects a trend towards customized, in-depth market analysis. In short, the German market research industry, with its dynamic mix of traditional and market research, is on the rise.

Main competitors: Profile of the main market research titans in Germany

Germany is home to a range of key players in the market research industry, each bringing unique strengths and specialized services to the table. Let's take a look at the profiles of the main companies dominating market dynamics in this sector.

• GfK- Gesellschaft für Konsumforschung: One of the titans of the industry, GfK stands out for its in-depth research into consumer behavior, market trends and media usage. With a global presence, it offers information that helps companies adapt their products and marketing strategies effectively.
• KantarGroup: Kantar is a major player in marketing consulting and analysis. With services ranging from brand growth to customer experience management, they serve a wide range of industries, providing invaluable data for making informed business decisions.
• Ipsos: The fourth largest market research institute in Germany, Ipsos offers a diverse range of services, including opinion polls, media research, customer satisfaction studies and comprehensive brand analysis.
• GIMGroup Heidelberg: Known for its meticulous analysis of target groups and brands, GIM Group strives to learn from the conversation, address sales challenges and provide geographic analysis to develop data-driven strategies for its clients.
• PsymaGroup: Traditionally focused on ad hoc projects, Psyma Group uses qualitative market research methods through interviews and focus groups to gather in-depth psychological information and provide strategic insights.
• Infas Bonn: An expert in market and social research, Infas Bonn serves clients from a variety of sectors, including business, science, politics and administration. Using quantitative methods and a nationwide network of interviewers, they are known for their personal, on-site interviews.
• Product + Market Wallenhorst: Combining qualitative and quantitative research methods, this company offers in-house developed research tools and advice based on specialized industry knowledge. It caters to both national and international clients.
• Statista: A well-known name in market research, Statista provides comprehensive B2B and B2C research and analysis services. Its strength lies in offering accessible statistics and information for a variety of markets.
• Innofact AG: Focused on consumer research, Innofact AG is dedicated to B2B research, focusing on customer loyalty, brand awareness and market positioning. It is also active in the field of social research.
• GapFish GmbH: Specializing in advertising effectiveness research and behavioral tracking, GapFish GmbH uses location-based research methods to provide cutting-edge information on consumer behavior

Inforamtion

• Number of pages : ~ 40 pages
• Format : Digital and PDF versions
• Last update : 17/04/2023

Summary and extracts

List of charts presented in this market study

• Global sales of market research companies from 2010 to 2021
• Sales of market research institutes in Germany
• Assessment of the future order situation in the next six months
• Assessment of the order situation in the respective last year
• Assessment of the development of the order situation in the respective last year
• Sales share of market research institutes by sector
• Sales of market research institutes by region
• Distribution of Sales in the German Market Research Industry: Focus on Primary Research and Different Methods
• Allocation of sales to business areas and methods
• Challenges of the industry
• Opportunities for market and opinion research
• Producer price index for market and opinion research
• Number and legal form of companies on the market