Market Research in Germany

Market overview

Germany has the largest population in the EU with a population of 83 million as of 2023. While Germany is not landlocked, it is bordered by multiple countries: Denmark in the north, Austria and Switzerland to the south, Poland and Czechia in the east, and France, Luxembuourg, Belgium, and the Netherlands to the west. 

Economy

Germany has the largest economy in the EU, and the fourth largest economy in the world. The service sector is the largest contributor to the country’s GDP at 70%.

Consumers

German consumers are relatively loyal to brands, and will choose to stick to the same brand. However, they are also some of the most demanding consumers in the world. German consumers often like to weigh similar products against each other, and compare features, provenance etc.

Market Research In Germany

Standard German is spoken by over 95% of the population. Most Germans are able to speak at least one foreign language, with English and French being the most common foreign languages.

Fun Facts About Germany

• Oktoberfest was originally to celebrate the royal wedding between Crown Prince Ludwig to Princess Therese of Saxony-Hildburghausen.
• 65% of the highways have no speed limit

Case Studies

• Dating Apps Study was conducted in Taiwan, India, Indonesia, Thailand and Germany for a client in the IT industry using face-to-face in-depth interviews