Market Research Agency Germany

Looking for a market research agency with expertise in Germany? Kadence combines deep European experience with a global network to deliver insight that drives action. We have spent over 30 years helping brands make confident decisions in complex markets, and Germany is one of Europe's most important.

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Germany is the largest economy in Europe and a global leader in automotive, engineering, technology, chemicals and financial services. For brands operating here, the market offers enormous scale but also demands precision. German consumers are well informed, quality-focused and value transparency. Research that helps brands understand these audiences needs to be rigorous, culturally aware and commercially relevant.

Navigating the German market

The German market is shaped by strong regional identities, a federal business structure and a consumer culture that rewards substance over style. Purchasing decisions tend to be considered and research-driven, particularly in B2B contexts where Germany's Mittelstand (mid-market companies) form the backbone of the economy.

Major centers including Berlin, Munich, Frankfurt, Hamburg and Dusseldorf each have distinct commercial profiles. Berlin's technology and startup ecosystem is different from Munich's automotive and engineering focus, which differs again from Frankfurt's financial services concentration. National-level research often needs to reflect these regional distinctions.

Kadence helps brands navigate this complexity. We design research programs that answer specific business questions, whether the objective is to understand German consumer attitudes, test a new product concept for the DACH region, evaluate brand positioning or map the competitive landscape.

Our research covers both B2C and B2B contexts. In a market where B2B purchasing processes are often complex and involve multiple decision-makers, Kadence's experience in expert interviews, stakeholder research and organizational buying behavior is particularly relevant.

As part of Kadence International, every German project benefits from our global network. For brands expanding from Germany into Asia or other international markets, we coordinate seamlessly across offices to deliver consistent, comparable insight.

Our Global Expertise for Germany

Kadence operates from offices across Asia, Europe and the Americas, with our London office providing a strong European foundation. Our network includes teams in Shanghai, Tokyo, New Delhi, Mumbai, Bangalore, Jakarta, Manila, Singapore, Bangkok, New York, San Francisco and Ho Chi Minh City.

For German brands with international ambitions, particularly in Asian markets, our deep regional presence across the continent is a significant advantage. We bring local knowledge and cultural understanding from each market, combined with the quality control and methodological consistency that German organizations expect.

 

 

We’re consistently recognised as a leading market research agency across multiple markets.

AURA Innovation of the Year award

Innovation of the Year

Finalist

— The AURAs, 2021
Agency of the Year Awards, 2021

Market Research Agency of the Year

Winner – Gold

— Agency of the Year Awards, 2021
Marketing Interactive Agency of the Year, Winner - Gold, 2021

Consultant of the Year

Winner – Gold

— Agency of the Year Awards, 2021
Kadence team collecting Agency of the Year award

Consultant of the Year

Winner

— Agency of the Year Awards, 2020
Agency of the Year Awards, 2020

Market Research Agency of the Year

Finalist

— Agency of the Year Awards, 2020
Quirks Supplier of the Year Kadence International

Market Research Supplier of the Year

Winner

— Marketing Research & Insight Excellence Awards – 2019
Kadence International Market Research Agency of the Year Singapore

Market Research Agency of the Year

Winner

— Agency of the Year Awards, 2019
Kadence International is Highly Commended for Global Agency of The Year

Global Agency of the Year

Highly Commended

— Market Research Society Awards, 2019
Market Research Society's Operations Awards, 2019

Best Data Collection (face-to-face)

Finalist

— Market Research Society's Operations Awards – 2019
Best Data Collection, Finalist — Market Research Society's Operations Awards, 2019

Best Data Collection (telephone)

Finalist

— Market Research Society's Operations Awards, 2019
MRS Opperations Awards Trophy

Best Training and Development

Highly Commended

— Market Research Society's Operations Awards, 2019
MRS Young Researcher of the Year

MRS Young Researcher of the Year

Finalist

— MRS, 2023
ESOMAR Best Congress Paper

ESOMAR Best Congress Paper

Winner

— ESOMAR, 2023

Germany Market Research

From our European offices, Kadence provides end-to-end market research services for organizations operating in Germany and across the DACH region. We support brands at every stage, from early market exploration and concept validation through to brand measurement, strategic planning and ongoing optimization. Our research helps organizations understand German audiences, reduce risk and identify opportunity - whether they are launching a new product, expanding across the DACH region or strengthening brand positioning in one of Europe's most demanding consumer markets.

Our team manages qualitative and quantitative fieldwork across Germany using online, telephone and face-to-face methodologies suited to each project's objectives and target audience.

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FAQs

How diverse is Asia Pacific culturally?

The short answer is that Asia is incredibly rich and nuanced from a cultural standpoint: the multitude of religious beliefs, histories, languages, and other cultural markers means that each market is more different than similar. This can make Asia Pacific market research challenging without the right partner to help you understand the intricacies of each country. That said, though, the ‘urban Asia’ experience is similar to some extent, and popular culture does form the basis to link up a couple of the Asian markets, so there can be ways to seek out common threads amidst the vibrancy of difference.

Do I need to do all my market research in Asia in local / vernacular languages?

As a rule yes. By conducting research in the local language, consumers will have the capability and confidence to express their thoughts and feelings toward the brands, products or services in question. Unlike some market research agencies in Asia, Kadence has a range of languages in-house thanks to our network of Asian offices, so local language moderation is a service we can provide. That said, it is possible to carry out research in English in some markets (e.g. Singapore, India, Philippines), depending on the subject matter and education level of the respondents you want to reach.

For large Asian markets like China and India, how many cities do we need to cover with our research?

We recommend at least a combination of 1st tier and 2nd tier cities, as well as 3rd tier and rural locations, if possible. On top of getting a read on geographic and demographic differences in the reactions to your products and services, lifestyle / intra-market attitudinal variations exist, so the wider you are able to carry out your research, the more comprehensive your resulting understanding of the market will be.

Are there certain research approaches or methodologies that work better in one Asian market, compared to another?

Yes. Cultural differences between Asian markets mean that you need to carefully consider your methodology. For instance, we find that in-depth interviews, rather than group-based discussions, can work better for some topics in markets like Japan, where there can be a tendency to ‘self-censor’. In contrast, the one-on-one format lends itself better to building trust and establishing bonds between interviewer and respondent, often leading to more productive conversations. 

You’ll also need to consider the technological infrastructure of the markets you’re researching. In India, for instance, you’ll need to take a mobile first approach for reaching those outside metros and tier 1 cities. This is also true of mobile-first markets like Indonesia and China. Whilst cultural considerations can be diverse and numerous, we’re on hand to help, based on our long history of conducting market research in Asia.

Does the sequence of which markets I do my research first in Asia matter?

Unless there are specific roll-out plans that have strategic importance for your product or service across markets, our experience has taught us that any order comes back down to organizational preference. Your internal stakeholders may want to start the research in a market that is a stronghold for the brand to establish ground understanding, then venture into unfamiliar grounds to gather ‘new news’, or vice versa. Ultimately, Kadence is flexible in terms of how / when / where to start a piece of research, and in the absence of real preference, is willing to provide our suggestions and justifications for any arrangements.

Our Customers

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Bloomberg
Unilever
Samsung
Panasonic
Mitsubishi
Mars
Arla
Discovery Networks Asia Pacific
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FAQs

Does Kadence conduct B2B research in Germany?

Yes. Germany's strong B2B economy, driven by the Mittelstand and large enterprises, is a core part of our research work. We design stakeholder interviews, expert consultations and organizational buying behavior studies tailored to German business culture.

Can Kadence manage DACH-region research from a single brief?

Yes. We regularly coordinate research across Germany, Austria and Switzerland as part of a single study. Our team ensures that methodology is consistent across the DACH region while accounting for the linguistic and cultural differences between each market.

How does Kadence handle language requirements for German research?

Consumer and B2B research in Germany is most effective when conducted in German. Kadence ensures all materials are professionally translated and culturally adapted. For international studies, we manage multilingual fieldwork and provide reporting in the client's preferred language.

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