Market research in Germany

Germany is the largest country in Western Europe by population and also has the largest economy. Germany has a strong industrial sector (31.2% of total GDP).

While best known for its car manufacturing, it is also home to a large number of other engineering companies including the smaller and medium-sized companies, many family-owned, that make up the so-called Mittelstand.

From a market research perspective, Berlin, Frankfurt, Hamburg and Munich are all important centres. FieldworkHub regularly runs market research projects in all of these cities.

When planning market research in Germany it is important to note market research industry guidelines on data protection go beyond the requirements of the GDPR in several areas. For example, the guidelines state that non-anonymised recordings of market research sessions must be destroyed after 3 months.

Population (2020 estimate):83.8 million
GDP (USD, 2018):$3947 billion
GDP per capita (International $ at PPP, 2018):$53 075
Currency:Euro (EUR or €)
Largest urban areas (by population, 2018 estimates):Ruhrgebiet: Dortmund/ Essen/Duisberg (5.6 million)
Cologne/Düsseldorf (4.9 million)
Berlin (4.6 million)
Frankfurt/Wiesbaden/Darmstadt (3.2 million)
Hamburg (2.8 million)
Stuttgart (2.4 million)
Munich (2.2 million)

RELATED CASE STUDIES

Young bearded male freelancer drinking coffee in Berlin cafe while chatting to colleague

Depth interviews with freelancers and self-employed people in Germany

A German challenger bank asked us to help them recruit freelancers and self-employed people in Germany for face-to-face depth interviews at the client’s offices in Berlin  to help them refine their proposition and marketing, Over the course of four months we successfully  recruited three waves of English and German speaking respondents to take part in interviews lasting 30 to 60 minutes.

Gamma camera being set up for a patient in a hospital setting

Telephone interviews with nuclear medicine specialists in Germany

Our client was assisting the manufacturer of a kit used by hospital nuclear medicine departments to assist in the location of infection or inflammation in the limbs and backs of patients. The client wanted to gather insights into how and when German specialists were using its product and those made by competitors, and what they saw as the advantages and disadvantages of each product. We recruited 5 specialists for 75-minute tele-depth interviews. We also provided moderation for the interviews and prepared English transcripts in English and a topline report on the findings.

Standing female moderator gesturing to a TV screen in front of market research respondents in a focus group

Focus groups on technology policy in Berlin, Brussels, Helsinki, Milan, Paris and Warsaw

Our client wanted to hold focus group discussions with members of the public and opinion elites in Europe on their perceptions of the way that technology companies use artificial intelligence. In FieldworkHub’s largest qualitative project to date, we arranged three face-to-face focus groups in each of Belgium, Finland, France, Germany, Italy and Poland. This involved recruiting 240 respondents over a period of 5 weeks. We also made viewing facility bookings in each capital city, arranged moderators and simultaneous interpreters for each session and provided transcripts of every discussion.