Market Research & Public Opinion Polling in Germany - Market Research Report (2014-2029)
Frankfurt, Germany
Last Updated: February 2024
WZ M73.20DERevenue
€3.3bn
Past 5-Year Growth
Profit
€XX.Xm
Employees
21,996
Businesses
1,399
Wages
€X.Xbn
Market Research & Public Opinion Polling in Germany industry analysis
The market research and opinion polling sector is characterised by a highly fragmented market with low barriers to entry, in which numerous small and medium-sized companies compete alongside various global corporations. Over the past five years, industry turnover has fallen by an average of 4.8% per year. Industry players have suffered from the negative economic impact of the coronavirus crisis, which has prevented many companies from investing in market research services. In 2024, the industry is expected to record only a slight increase in turnover of 0.1% to EUR 3.3 billion due to the continued low demand for industry-specific services.At the same time, other influences are likely to have a favourable impact on further industry development. For example, spending on research and development by both private companies and state institutions is likely to increase in the current year. This should be favourable for the growth of sales generated with market research services, as such services are used particularly frequently prior to the introduction of innovations. In addition, numerous industry players and public institutions have become aware of the high need for digitalisation in many work processes in recent years. By switching to digital tools, companies can save costs and thus increase their liquidity.In order to invest more specifically in research and development so that this results in actual product and process improvements, market research and opinion polls are required along the development process. Over the next five years, industry players are expected to benefit from both the optimisation of internal company processes and increasing research and development activities in the customer markets. Industry turnover is expected to grow by an average of 1.9% per year to €3.6 billion by 2029.
Trends and Insights
- Increasing digitalisation harbours the risk of the industry's services becoming obsolete due to the greater availability of data and alternative methods. At the same time, however, new online and hybrid methods allow for resource and cost savings in the collection and evaluation of information.
- The largest share of industry revenue is generated with tracking and panel research. The revenue share of this segment is likely to increase further in the coming years as a result of the increasing use of computer-aided survey methods.
- The largest proportion of companies in the sector are based in the centre region. This is mainly due to the large population and the presence of numerous economically strong companies.
- The industry is facing external competition primarily from internal market research and development departments of German companies. In recent years, large corporations from the financial sector have implemented comprehensive data collection and analysis units that are operated either internally or by external data centres.
Industry Overview
Market size and recent performance (2014-2029)
Industry revenue has declined at a CAGR of 4.8 % over the past five years, to reach an estimated €3.3bn in 2024.
Trends and Insights
Digitalisation harbours both opportunities and risks for market research
- Due to the greater availability of data and alternative methods, increasing digitalisation harbours the risk of the industry's services becoming obsolete. However, the increasing level of digitalisation and digital data collection channels also offer potential for industry participants.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2024-2029)
Market size is projected to grow over the next five years.
Trends and Insights
Market research will benefit from the modernisation of internal processes in companies and public institutions
- The industry players are likely to benefit from the fact that many companies and public institutions are investing in the modernisation of their internal processes. This will lead to new research and development projects in the field of digitalisation.
Biggest companies in the Market Research & Public Opinion Polling in Germany
| Company | Market Share (%)
2024 | Revenue (€m)
2024 |
|---|---|---|
Intermediate Dutch Holdings B.V. | 357.9 | |
Iqvia Commercial GmbH & Co. OHG | 146.8 | |
Gartner Deutschland GmbH | 99.0 |
To view the market share and analysis for all 4 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including Tracking and panel research, Ad hoc research and Qualitative primary research. Tracking and panel research is the largest segment of the Market Research & Public Opinion Polling in Germany.
Trends and Insights
In the area of tracking and panel research, computerised market research is likely to become more established in the future
- Tracking and panel research are continuous studies in which, in contrast to ad hoc research, data is collected continuously and repeatedly over a longer period of time. This makes it possible to compare data over time and to map changes. The instruments used include written interviews, online interviews and surveys via app.
- More insights available in the full report
Widen you competitive advantage with related industries
Competitors
- Public Relations & Communications Activities in Germany
- Management Consultants in Germany
- Media Representation in Germany
Complementors
- Television Programming & Broadcasting in Germany
- Advertising Agencies in Germany
International industries
- Market Research in the US
- Market Research in Canada
- Market Research and Statistical Services in Australia
- Advertising and Market Research Services in New Zealand
- Market Research & Public Opinion Polling in the UK
Table of Contents
About this industry
Industry definition
Companies in the industry study consumer behaviour and perceptions of products and services in order to make it easier for their customers to develop sales-promoting measures. Opinion research also includes surveys on political, economic and other current issues. The main users of market research are companies, press agencies and political parties.
What's included in this industry?
Tracking and panel researchAd hoc researchQualitative primary researchSecondary data analysisCompanies
Intermediate Dutch Holdings B.V.Iqvia Commercial GmbH & Co. OHGGartner Deutschland GmbHPurchase this report to view all 4 major companies in this industry.
Related Terms
AD-HOC RESEARCHDO-IT-YOURSELF-TOOLSDESK RESEARCHDATA ANALYTICSTRACKINGPANEL RESEARCHPROGRAMMATIC ADVERTISINGADDRESSABLE TVPRESCRIPTIVE ANALYSISIndustry Code
WZ 73.20 - Market Research & Public Opinion Polling in Germany
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
Increasing digitalisation harbours the risk of the industry's services becoming obsolete due to the greater availability of data and alternative methods. At the same time, ho...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2014-2023) and forecast (2024-2029)
- Employees, including historical (2014-2023) and forecast (2024-2029)
- Businesses, including historical (2014-2023) and forecast (2024-2029)
- Profit, including historical (2014-2024)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
The largest share of industry revenue is generated with tracking and panel research. The revenue share of this segment is likely to increase further in the coming years as a ...
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2024
- Product innovation level
Charts
- Products & services segmentation in 2024
- Major market segmentation in 2024
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
The largest proportion of companies in the sector are based in the centre region. This is mainly due to the large population and the presence of numerous economically strong ...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each region
- Share of population compared to establishments in each region in 2024
Tables
- Number and share of establishments in each region in 2024
- Number and share of revenue each region accounts for in 2024
- Number and share of wages each region accounts for in 2024
- Number and share of employees in each region in 2024
Detailed analysis
- Geographic spread of the industry across Europe, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
The industry is facing external competition primarily from internal market research and development departments of German companies. In recent years, large corporations from ...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2019-2024
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
Ipsos uses powerful digital tools to increase efficiency. The company has an online panel in Germany with more than 100,000 participants. The use of digital tools makes it po...
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2020 through 2024
- Major companies in the industry, including market share, revenue, profit and profit margin in 2024
- Overview of Intermediate Dutch Holdings B.V.'s performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Iqvia Commercial GmbH & Co. OHG's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Gartner Deutschland GmbH's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of revenue, market share and profit margin trend for one additional company
Detailed analysis
- Description and key data for Intermediate Dutch Holdings B.V., and factors influencing its performance in the industry
- Description and key data for Iqvia Commercial GmbH & Co. OHG, and factors influencing its performance in the industry
- Description and key data for Gartner Deutschland GmbH, and factors influencing its performance in the industry
- Description, key data and performance trends for one additional company
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
The demand for industry services is largely determined by the monthly net household income of private households. When incomes rise, consumers are more likely to be incentivi...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2014-2029)
- Assistance historical data and forecast (2014-2029)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
The proportion of costs accounted for by personnel expenses is very high in the industry. However, there are trends towards personnel savings through automation and faster an...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Investment vs. share of economy
Data tables
- Cash Flow & Debt Service Ratios (2014-2029)
- Revenue per Employee (2014-2029)
- Revenue per Enterprise (2014-2029)
- Employees per Establishment (2014-2029)
- Employees per Enterprise (2014-2029)
- Average Wage (2014-2029)
- Wages/Revenue (2014-2029)
- Establishments per Enterprise (2014-2029)
- IVA/Revenue (2014-2029)
- Imports/Demand (2014-2029)
- Exports/Revenue (2014-2029)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2014-2029)
- IVA (2014-2029)
- Establishments (2014-2029)
- Enterprises (2014-2029)
- Employment (2014-2029)
- Exports (2014-2029)
- Imports (2014-2029)
- Wages (2014-2029)
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in Germany include:
- German Federal Statistics Office (Destatis)
- European Statistics Office (Eurostat)
- United Nations Comtrade
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
Frequently Asked Questions
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Market Research & Public Opinion Polling industry in Germany in 2024?
The market size of the Market Research & Public Opinion Polling industry in Germany is €3.3bn in 2024.
How many businesses are there in the Market Research & Public Opinion Polling in Germany industry in 2024?
There are 1,399 businesses in the Market Research & Public Opinion Polling industry in Germany, which has declined at a CAGR of 2.7 % between 2019 and 2024.
Has the Market Research & Public Opinion Polling industry in Germany grown or declined over the past 5 years?
The market size of the Market Research & Public Opinion Polling industry in Germany has been declining at a CAGR of 4.8 % between 2019 and 2024.
What is the forecast growth of the Market Research & Public Opinion Polling industry in Germany over the next 5 years?
Over the next five years, the Market Research & Public Opinion Polling industry in Germany is expected to grow.
What are the biggest companies in the Market Research & Public Opinion Polling market in Germany?
The biggest companies operating in the Market Research & Public Opinion Polling market in Germany are Intermediate Dutch Holdings B.V., Iqvia Commercial GmbH & Co. OHG and Gartner Deutschland GmbH
What does the Market Research & Public Opinion Polling in Germany include?
Tracking and panel research and Ad hoc research are part of the Market Research & Public Opinion Polling industry.
Which companies have the highest market share in the Market Research & Public Opinion Polling in Germany?
The company holding the most market share in Germany is Intermediate Dutch Holdings B.V..
How competitive is the Market Research & Public Opinion Polling industry in Germany?
The level of competition is high and steady in the Market Research & Public Opinion Polling industry in Germany.
