What Target Group does

Target Group GmbH is a privately held, full-service market research institute founded in 1990 and headquartered in Dormitz, Germany. The company serves predominantly German public-sector clients, including 13 regional public transport authorities and Verkehrsverbünde (such as VGN, VVS, VRR, NAH.SH, NVBW, and Hamburger Hochbahn) as well as publicly funded cultural institutions including Staatstheater Stuttgart, Luzerner Theater, Opernhaus Zürich, and Stadttheater Bühnen Bern. Verticals addressed are transportation/public transport (primary), culture and leisure, healthcare/clinics, services, and the broader public sector, with project-based work spanning passenger surveys, quality tests, customer satisfaction monitoring, tariff and pricing research, Conjoint analysis, mystery shopping, and mystery calling.

The company's core technology stack is a proprietary platform combining anytab®, a web-based online evaluation and reporting tool (registered trademark) supporting Excel/SPSS/CSV import, menu-driven cross-tabulation, multivariate analysis, and differentiated user rights management, with CAMI (Computer-Assisted Mobile Interviewing), a smartphone/tablet-based field data collection system that auto-transmits completed interviews to a server and supports offline operation. These are complemented by vertical-specific methodologies including the TARGET Kundenzufriedenheits-Monitor for public transport, TOURMON and TOURMON-Online for cultural facilities, KlinikRadar for clinics, and TOP (Tarife, Optimierung, Preise) for tariff and pricing research. The company is certified to DIN EN ISO 9001:2015 and ISO 20252:2019, is a member of ADM Arbeitskreis and listed with ESOMAR, and operates GDPR-compliant processes.

Target Group generates revenue through three streams: project-based professional services (full-service market research studies), recurring anytab® software subscriptions/licensing sold as a standalone product via anytab.de, and one-time licensing of vertical-specific quality measurement systems. Distribution is direct sales-led to enterprise and government clients in DACH markets, supported by a distributed field network of regional managers and freelance interviewers/quality testers across Bavaria, Baden-Württemberg, Schleswig-Holstein, Hamburg, and Rheinland-Pfalz. The company is founder-controlled by Managing Director Wolfgang Bogner, with no external institutional investment, no parent company, and no subsidiaries.

Name

Target Group

Legal name

TARGET GROUP GmbH

Website

https://targetgroup.de

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

Target Group GmbH is a German full-service market research institute serving public transport operators, theaters, clinics, and public-sector clients in DACH markets, combining proprietary anytab® analytics software and CAMI mobile field data collection with project-based research services.

Ownership category

akta.pro rank

Headquarters

HQ city

Dormitz

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Services: Full-service market research institute offering classical market research studies including passenger surveys, mystery shopping, mystery calling, customer satisfaction research, market and potential analyses, tariff and pricing studies, and ad hoc studies across transportation, culture, tourism, healthcare, and public sector verticals. Revenue is generated through project-based contracts with public transport operators, government agencies, cultural institutions, and service companies.
2. Software Products (anytab®): Proprietary online evaluation and reporting software sold or licensed to clients for self-service data analysis and dashboard creation. anytab® is offered as a software solution to clients who may use it independently, generating licensing/subscription revenue.
3. Quality Measurement Systems: Development and distribution of industry-specific software solutions including evaluation tools and quality measurement systems (QMS) for sectors such as public transport and cultural institutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels2 records

Core offering

Target Group GmbH is a full-service market research institute offering classical market research studies (passenger surveys, mystery shopping, mystery calling, customer satisfaction research, market and potential analyses, tariff and pricing studies) across transportation, culture, tourism, healthcare, and public sector verticals. In addition to services, the company develops and distributes proprietary software solutions including anytab® (online evaluation and reporting platform), CAMI (mobile field data collection), and industry-specific quality measurement systems (QMS). Clients are public transport operators, government agencies, cultural institutions, and service companies in the DACH region.

Product overview

Target Group GmbH is a full-service market research institute founded in 1990, offering a portfolio of proprietary software products and research services. The core platform is anytab®, an online evaluation and reporting tool that provides menu-driven data analysis without programming requirements. This integrates with CAMI, a mobile data collection system using smartphones/tablets for field surveys at difficult locations. The company offers sector-specific products including KlinikRadar for healthcare customer satisfaction studies, TOURMON and TOURMON-Online for culture and leisure facility quality control, and TARGET Kundenzufriedenheits-Monitor for public transport satisfaction measurement. Research services include CATI, CAPI, online surveys, Conjoint analysis, Mystery Shopping, and Mystery Calling. The anytab® platform supports data import from Excel, SPSS, and CSV formats, with statistical functions including multivariate analysis methods. The company's quality management system is certified to ISO 9001 and ISO 20252 standards.

Differentiator

Problem solved

Functional benefit

Brands

• anytab®: Online evaluation and reporting software tool for market research and business data analysis. Supports data import from Excel, SPSS, CSV formats and offers multivariate analysis methods including regression analysis, variance analysis, and cluster analysis.

Products and services

• anytab® Web-based online evaluation and reporting platform enabling data import from Excel, SPSS, and CSV; menu-driven cross-tabulation and multivariate analysis without programming; QuickAnalyzer wizard for non-technical users; differentiated user rights management; data export to Excel, Word, and PDF. Integrates with the CAMI mobile data collection system for real-time reporting.
• CAMI (Computer-Assisted Mobile Interviewing) Mobile data collection system using smartphones or tablets with client-server architecture for computer-assisted personal interviewing at difficult locations (PoS, vehicles, streets). Auto-transmits completed interviews to server; stores offline until network is available. Integrates directly with anytab® for real-time reporting.
• KlinikRadar Clinic image and customer satisfaction study covering physician/patient awareness, clinic image, referral behavior, patient satisfaction across multiple criteria, and cross-comparisons with competing clinics. Designed for hospitals and clinics seeking to understand patient and referring physician perspectives.
• TOURMON Continuous quality control system for culture and leisure facilities using CAMI-based field surveys with smartphones or tablets, featuring dashboards and reporting for ongoing quality measurement. Designed for theaters, opera houses, concert halls, and cultural venues.
• TOURMON-Online Online survey system for culture and leisure quality control, using email survey links, QR codes on tickets/flyers, and post-event surveys for continuous visitor satisfaction measurement.
• TARGET Kundenzufriedenheits-Monitor Continuous customer satisfaction measurement system for public transport (ÖPNV) providing satisfaction ratings and importance-weighted analysis of service factors. Designed for transport operators and associations.
• Markt- und Potenzialanalyse Standardized market and potential analysis procedure for analyzing public transport markets and potentials, providing transparency on market structure, customer segments, and competitive positioning.
• TOP (Ticket-Preis-Trade-Offs / Tariff Optimization) Research instrument combining classical price tests with Conjoint analysis and ticket price trade-offs to calculate optimal ticket pricing and positioning for public transport operators.
• Mystery Shopping Mystery shopping service for objectively evaluating customer-friendliness and staff competence in travel agencies and other service points through test customers.
• Mystery Calling Mystery calling service for objectively evaluating telephone customer service and staff competence through test phone calls to agencies or central call centers.
• Conjoint-Analyse Conjoint measurement analysis method for analyzing purchase and decision-making behavior, providing differentiated data on demand elasticity and market share simulation.
• Online-Befragungen (Online Surveys) Online survey services including classical online surveys and pre/post-tests of website offerings, with methodology design, technical implementation, and data analysis.
• CATI (Computer-Assisted Telephone Interviewing) Computer-assisted telephone interviewing conducted through a partner CATI studio with ISO 9001 certification, featuring filter guidance, randomization, and real-time data retrieval.
• CAPI (Computer-Assisted Personal Interviewing) Face-to-face interview methodology using a qualified interviewer staff trained for specific project needs, with specialized questionnaire design software.
• Traditionelle Ansätze (Traditional Survey Methods) Traditional survey methods including written surveys, paper-pencil surveys, studio tests, and qualitative studies such as focus groups and individual explorations.

Quantifiable outcome

• Results delivery can be shortened to 48 hours depending on project type and scope

Named customers18 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature8 records

Partnerships

One partnership is on record.

• CATI Studio Partner (DIN EN ISO 9001 certified)supportingStrategic or Co-development PartnerTARGET GROUP partners with a CATI studio certified to DIN EN ISO 9001 for telephone survey execution. The partner studio provides current hardware, qualified personnel, and experience in both B2B and B2C telephone surveys, allowing TARGET GROUP to offer computer-assisted telephone interviewing without maintaining its own CATI infrastructure.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Ipsos: Global market research and consulting firm with operations across 90+ markets including Germany, covering transport, public affairs, and healthcare research. Competes with Target Group for large multi-country tenders but lacks Target Group's depth in German regional transit authority relationships.
• GfK (now part of NielsenIQ): Germany-origin global consumer and market research giant (GfK merged into NielsenIQ in 2023). Operates across many verticals including some mobility and consumer research, offering overlapping data analysis and consulting capabilities with Target Group, but at vastly greater scale and breadth.
• Kantar (Kantar Public): Global market research group with a strong public-sector practice (formerly TNS Infratest) in Germany, conducting transport, policy, and citizen research for German government and Verbünde. Overlaps with Target Group's public transport and public-sector research offerings but operates at vastly larger scale across multiple geographies.

Others

• Qualtrics: Enterprise survey and experience management SaaS platform offering menu-driven analysis, dashboards, and self-service reporting that partially overlaps with anytab®'s functionality. Not a direct competitor for full-service fieldwork, but represents a commoditization threat to Target Group's software differentiation as clients bring survey tooling in-house.

Regional players

• KCW GmbH: Berlin-based strategic consultancy focused exclusively on public transport and mobility policy in the German-speaking market. Competes for Verbund and ministry advisory work but on the strategic consulting side rather than empirical market research, making it a thematic peer rather than a direct substitute.

Direct peers

• infratest dimap: Berlin-based institute specializing in political, social, and transport-related research for German public broadcasters and government bodies. Comparable in size and full-service positioning, competing for public-affairs and mobility research mandates.
• omnitrend (omnitrend GmbH): German full-service market research institute with comparable transport and public-sector specializations and a similarly sized team. Competes head-to-head for German Verkehrsverbund and municipal research contracts using proprietary CATI/CAPI infrastructure.
• forsa Politik- und Sozialforschung GmbH: Established German market and social research institute conducting opinion polling, citizen research, and B2G studies. Direct competitor for German public-sector and citizen satisfaction research mandates, with a similar mid-sized institute profile.
• Institut für Demoskopie Allensbach (IfD): Long-established German opinion and consumer research institute with similar full-service methodology and a comparable tenured profile (founded 1947). Direct peer for German public-affairs, consumer, and policy research tenders.
• Info GmbH Berlin: Berlin-based market research firm specializing in transport, mobility, and public-sector studies with similar full-service capabilities to Target Group. Directly competes for German Verbund and public transport authority contracts, including passenger surveys and customer satisfaction research.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/targetgroupgmbh

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Target Group