What Psyma does

Psyma (legal entity: PSYMA GROUP AG) is a privately held, Germany-headquartered international market research company founded in 1957 in Nuremberg. It runs 15 offices in 8 countries and delivers bespoke research projects in 40+ countries through wholly owned subsidiaries and partner agencies. The firm serves large publicly traded corporations and medium-sized enterprises across eight primary verticals: Automotive, Healthcare, Financial Services, Consumer Goods (FMCG), Media & TV, Telecommunication & IT, Industry & Infrastructure, and E-Business & Digitalization. Named enterprise clients include Mercedes-Benz, Audi, BayernLB, Fresenius Medical Care, ARD-Werbung, Mediengruppe RTL, and ProSiebenSat.1, with multi-year engagement tenures (e.g., BayernLB 10+ years).

The product portfolio follows a platform-plus-modules architecture. Core platforms include Psyma AI LIVE and the healthcare-variant Psyma+Exevia AI LIVE for hybrid qualitative-quantitative research, alongside Psyma Online Communities for continuous engagement, Psyma Car Clinics and Automotive Design & Usability Testing for the auto vertical, and benchmarking suites (Insurance Benchmarking, Automotive Website Benchmarking, Corporate Website Benchmarking, Customer Portal Benchmarking). Specialized brand and innovation tools include Brand Profiler, Brand Lab, Brand Lounge, Concept Checker, Communication Optimizer, Lab Innovation & Concept Research, and Innovation Market Scan. Customer insight tools comprise Customer Excitement Index, ConKano, B2B Customer Satisfaction Meter, Biostructural Analysis, and Online Communities. Qualitative methods are anchored in Sight & Sense (in-person and Virtual Sight & Sense variants) and Ethno Walk. AI is applied through natural language processing in the Psyma+Exevia Insight Generator and recommendation logic in customer-journey tools. The firm is certified to ISO 9001:2015 and ISO 20252:2019 since 2017.

Commercially, Psyma operates a professional services model with custom project-based pricing; no standardized rate cards are published, and engagements are sold through direct enterprise account management, supported by an international partner channel for cross-border field work. The company is owned by its founding family (Haupt) and management team, with no external private equity or venture capital disclosed. Most recently reported revenue is €35.5M (2019 Context Agency Sales List), at which point the firm employed ~260 people and ran ~1,700 projects annually for 400+ regular clients; 2014 sales were €30M and 2016 turnover was €32M, indicating low-single-digit organic growth in the disclosed period.

Name

Psyma

Legal name

PSYMA GROUP AG

Website

https://psyma.com

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Psyma is a privately held German market research firm founded in 1957, operating 15 offices in 8 countries and conducting bespoke qualitative and quantitative research in 40+ countries for 400+ enterprise and mid-market clients across automotive, healthcare, financial services, media, consumer goods, and other verticals, using both proprietary methodologies and AI-augmented hybrid research platforms.

Ownership category

akta.pro rank

Headquarters

HQ city

Nürnberg

HQ country

Germany

HQ region

Europe

Offices15 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Market Research Services: Full-service market research services including both qualitative and quantitative research methodologies for various industries including automotive, healthcare, financial services, consumer goods, media, and telecommunications

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels11 records

Core offering

Psyma is a full-service market research agency providing custom qualitative and quantitative research projects for corporate clients across automotive, healthcare, financial services, consumer goods, media, telecommunications and industrial sectors. Services are delivered through proprietary methodologies and AI-augmented tools such as Psyma AI LIVE and Psyma+Exevia AI LIVE, covering brand, product, communication, price, target group, market and customer satisfaction topics in more than 40 countries.

Product overview

Psyma is a comprehensive market research solutions provider offering a unified portfolio of research tools and methodologies organized as a platform-plus-modules architecture. The core offerings include AI-powered hybrid research platforms (Psyma AI LIVE, Psyma+Exevia AI LIVE), specialized brand research tools (Psyma Brand Profiler, Brand Lab, Brand Lounge, Brand Management), ethnographic research solutions (Psyma Ethno Walk, Sight & Sense, Virtual Sight & Sense), customer insight tools (Psyma Customer Excitement Index, ConKano, B2B Customer Satisfaction Meter), and industry-specific benchmarking platforms for automotive, insurance, e-business, and corporate websites. The Psyma+Exevia sub-brand provides healthcare-specific solutions including Dental Omnibus and Dental Market Monitor. Additional specialized tools cover communication optimization, usability testing, online communities, social media monitoring, and reputation management. The portfolio is complemented by traditional research methods including surveys, focus groups, and expert interviews, all supported by natural language processing and data analysis capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Psyma AI LIVE: Hybrid research tool for qualitative insights on a large scale and in real time
• Psyma Concept Checker
• Psyma Brand Profiler
• Psyma Ethno Walk
• Psyma+Exevia AI LIVE
• Psyma+Exevia Insight Generator
• Psyma+Exevia Dental Omnibus
• Psyma+Exevia Dental Market Monitor
• Psyma Customer Excitement Index
• Psyma Reputation Index
• Psyma Virtual Sight & Sense
• Psyma Sight & Sense
• Psyma Lab
• Psyma Online Communities
• Psyma ConKano
• Psyma Biostructural analysis
• Psyma Car Clinics
• Psyma Communication Optimizer
• Psyma UX Testing
• PsyDive
• Psyma Digital Index

Products and services

• Qualitative market research services Custom qualitative research programmes (focus groups, in-depth interviews, ethnographic work, online communities) delivered for corporate clients across automotive, healthcare, financial services, consumer goods, media and other verticals.
• Quantitative market research services Quantitative research engagements including large-scale surveys, tracking studies and ad-hoc studies, supported by proprietary analytics tools.
• Psyma AI LIVE AI-powered hybrid research platform combining qualitative insights at scale with real-time data collection for cross-industry market research clients.
• Psyma+Exevia AI LIVE Healthcare-focused variant of AI LIVE delivering qualitative insights at scale in real time for pharmaceutical, medical technology and dental market research.
• Psyma+Exevia Insight Generator AI-powered text analytics tool using natural language processing to extract deeper insights from open-ended questions in online studies, particularly in healthcare research.
• Psyma Ethno Walk Ethnographic research tool providing in-depth insights into lifestyles of target groups, particularly for sensitive topics requiring qualitative depth.
• Psyma Virtual Sight & Sense Virtual ethnographic research tool enabling authentic and intensive qualitative research without physical co-location requirements.
• Psyma Sight & Sense Traditional ethnographic research methodology providing authentic qualitative market research insights through in-person observation.
• Psyma Car Clinics Automotive research methodology accompanying the complete vehicle product development cycle, collecting extensive information from early design through launch.
• Psyma Brand Profiler Brand personality assessment tool for developing and measuring brands with distinctive positioning beyond me-too competitive offerings.
• Psyma Concept Checker Communication concept testing tool enabling detailed comparison of communication concepts to identify the most successful one for advertising and brand development.
• Psyma Lab - Innovation and Concept Research Structured six-step innovation and concept research methodology for developing and validating new product concepts.
• Psyma ConKano Customer satisfaction and loyalty measurement tool applying the Kano methodology to categorise and prioritise customer requirements.
• Psyma Customer Excitement Index AI-powered customer satisfaction measurement tool analysing customer excitement levels across different stages of the customer journey.
• Psyma Reputation Index Brand reputation measurement and benchmarking tool tracking corporate reputation across multiple markets including Germany, UK, France and Netherlands.
• Psyma Digital Index Quantitative tracking tool measuring digital behaviour and adoption trends in Germany through periodic waves of research.
• Psyma Online Communities Digital community research platform enabling continuous pulse-taking from target audiences through sustained engagement over time.
• Psyma Online Communities - E-Business Specialised digital community platform for e-commerce research providing rich insights from online consumer engagement.
• Psyma Longterm Communities Finance Ongoing community engagement solution for continuous and agile interaction with financial services clients.
• Psyma Communication Optimizer Advertising optimisation tool for achieving communication goals through systematic message testing and refinement.
• Psyma Biostructural Analysis Psychological analysis tool for understanding consumer behaviour and optimising communication strategies based on biostructural insights.
• Psyma UX Testing User experience testing service that incorporates user requirements into product development to secure design and feature investments.
• Psyma B2B Customer Satisfaction Meter Business-to-business satisfaction measurement tool providing insights into B2B customer loyalty and satisfaction drivers.
• Psyma Customer Satisfaction Measurement Digital customer relationship measurement tool helping optimise CRM through customer insight analysis across touchpoints.
• Psyma Automotive Design & Usability Testing Automotive-specific usability testing service for evaluating vehicle designs during development phases to avoid costly revisions.
• Psyma Automotive Website Benchmarking Industry-specific website benchmarking tool for automotive manufacturers and dealers providing established standards and actionable results.
• Psyma Corporate Website Benchmarking Corporate digital touchpoint evaluation tool establishing best practices for corporate web presence and content effectiveness.
• Psyma Customer Portal Benchmarking Digital customer portal benchmarking tool for understanding, inspiring and retaining customers through competitive analysis.
• Psyma Insurance Benchmarking Insurance industry-specific benchmarking tool focused on competitiveness analysis for insurance companies.
• Psyma Intranet-Benchmarking Internal communications benchmarking tool providing user-oriented insights for intranet optimisation.
• Psyma Benchmarking of International Social Media Platforms Social media benchmarking tool for international platforms ensuring user needs are addressed and resource allocation is optimised.
• Psyma Benchmarking Product-/Shop- Websites Competitive benchmarking tool for evaluating product and shop website performance against industry standards.
• Psyma Touchpoints Monitoring Multi-channel touchpoint analysis tool for managing and optimising digital customer interaction points.
• Psyma Sprint Accelerated research methodology bridging the gap between creativity and successful market implementation.
• Psyma Quick Feed Rapid market research tool designed for quick decision-making with accelerated turnaround times.
• Psyma Innovation Market Scan Point-of-sale testing tool for rapid and valid assessment of product innovation success.
• Psyma Brand Lab Brand development methodology for creating new brand identities using proven research frameworks.
• Psyma Brand Lounge Brand architecture optimisation tool for efficient evaluation and restructuring of brand portfolios.
• Psyma Brand Management Agile brand management solution for brands operating in diversified and fragmented markets.
• PsyDive Budget-conscious qualitative research solution delivering quality market research insights with minimal time and resource requirements.
• Psyma Expert Evaluation Expert consultation service for agile development projects requiring research input with limited time availability.
• Psyma+Exevia Dental Omnibus Cost-efficient survey solution for recurring studies targeting dentists and dental technicians.
• Psyma+Exevia Dental Market Monitor Continuous tracking solution for monitoring dentists' purchasing behaviour and market trends in the dental sector.

Quantifiable outcome

• Psyma exceeds €30 million in sales and is ranked 6th in Context Agency Sales List with annual sales of €35.5 million
• +1 more outcomes

Named customers7 records

Segments8 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature8 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Consultic GmbHcoreStrategic or Co-development Partner · 1 January 2005Joint partnership established in 1995, Alzenau/Frankfurt am Main. Specializes in market research consulting and services.
• ODC Services GmbHcoreTechnology or Integration · 1 January 2005Operating company for international online access panels and related services, founded together with other partners.
• Inter-View Partners (IVP) FrancecoreChannel Partner/ Reseller/ Distributor · 1 January 2005Field agency in Lille, France for demanding surveys. Founded with French specialists Gérard Confrère and Nadège de Fontenay.
• Psyma Business Research ChinacoreStrategic or Co-development Partner · 1 January 2005Joint venture in Shanghai with Lisa Zeng, established after more than a decade of market research activities in China.
• ADM (Arbeitskreis Deutscher Markt- und Sozialforschungsinstitute)coreOthersTrade association representing the interests of private market and social research agencies in Germany. Psyma is an active member contributing to political interest representation and self-regulation of market and social research.
• BVM (Berufsverband Deutscher Markt- und Sozialforscher e.V.)coreOthersProfessional association of German market and social researchers with around 1,300 members. Psyma promotes trust and acceptance of market research through this membership.
• DGOF (German Society for Online Research)coreOthersAssociation dedicated to the further development of online research and interests of online researchers in Germany.
• ESOMARcoreOthersGlobal voice of the data, research and insights community. A truly global association since 1947 that promotes the value of market, opinion and social research.
• EphMRA (European Pharmaceutical Market Research Association)coreOthersEuropean pharmaceutical market research association that aims to inspire and empower members to influence decisions through expert advice and insights.
• BHBIA (British Healthcare Business Intelligence Association)minorOthersBritish Healthcare Business Intelligence Association promoting excellence with integrity in Business Intelligence within the Healthcare Industry.
• EFAMRO (European Federation of Associations of Market Research Organisations)coreOthersEFAMRO represents the interests of market, social and opinion research in Europe. Bernd Wachter has been Chairman of EFAMRO since 2019.
• IMSF (Initiative Markt- und Sozialforschung e.V.)minorOthersInitiative to inform the public about market and social research and promote public participation in surveys.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• IQVIA: Global healthcare and life sciences data/analytics major with a large primary market research division. Comparable specifically to Psyma's Psyma+Exevia Health business in pharma, medical device, and OTC market research.
• Ipsos: Global market research and public opinion polling major headquartered in France. Comparable as a full-service research provider serving the same enterprise verticals (automotive, healthcare, financial services, media) with both qualitative and quantitative offerings.
• GfK (Gesellschaft für Konsumforschung): Historically Germany's flagship market research institute (now part of NIQ). Directly comparable as a Nuremberg-origin German research firm offering consumer and B2B research with similar automotive and FMCG vertical depth.
• NielsenIQ: Global consumer intelligence firm combining syndicated retail/panel data with custom research. Comparable as a competitor for enterprise research budgets at CPG/FMCG and retail clients that Psyma serves.
• Kantar: London-based global research and insights incumbent (includes legacy TNS Infratest). Direct overlap with Psyma in brand, communication, and consumer research across the same enterprise verticals and European footprint.

Direct peers

• LINK Institute: Swiss/German market research firm with a comparable multi-country footprint and similar mix of consumer, healthcare, and financial services research for enterprise clients.
• Skopos (Kantar subsidiary): German market research firm (now part of Kantar) specializing in consumer and media research. Comparable as a domestic German peer competing for similar media, FMCG, and brand research briefs.
• psychonomics AG: Privately held German market research institute with a similar psychological/qualitative research heritage and comparable automotive and consumer goods vertical focus. Closest privately owned German peer to Psyma in size and methodology roots.
• Produkt + Markt: Privately held German full-service market research agency comparable to Psyma in offering qualitative and quantitative methodologies to consumer goods and industrial clients, with overlapping mid-market positioning.

Emerging players

• Toluna: Digital-first research panel and insights platform. Adjacent competitor representing the tech-enabled / self-service research model that pressures traditional bespoke firms like Psyma on speed and price for quant projects.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/PsymaMexico
• Facebookfacebook.com/652584714788058
• LinkedInlinkedin.com/company/psyma-research-consulting-gmbh
• Instagraminstagram.com/psyma_group_ag

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Psyma