What Interrogare does

Interrogare GmbH is a privately held German market research institute headquartered in Bielefeld with a second office in Hamburg, founded in 1999 by Peter Wiegelmann and Martin Kühn. The firm serves enterprise and mid-market clients across the DACH region in verticals including pharmaceuticals and healthcare, automotive, retail and consumer goods, financial services, telecommunications, and transportation. Its core business is custom quantitative and qualitative market research — brand tracking, conjoint and pricing analysis, shopper and product research, customer experience and employee surveys, and communication effectiveness measurement — delivered via project-based engagements with multi-year contracts. Interrogare operates a proprietary HCP (Healthcare Professional) Panel with a Düsseldorf-based specialist physician sub-panel, conducts 1.15 million successful interviews annually, and serves more than 30 named enterprise clients including Mercedes-Benz, Audi, Otto Group, REWE Group, Deutsche Telekom, Deutsche Bahn, Beiersdorf, and Fresenius Kabi.

The firm's product surface centers on proprietary research instruments: the Touchpoint Tracker for near real-time HCP contact documentation (100,000+ documentations, 10 of 13 oncology companies participating), the Emotional Branding Monitor (a 10+ year validated implicit measurement method), Shelf Test 2.0 for point-of-purchase simulation, and implicit measurement techniques including Reaction Time Measurement. In 2025 the firm launched ClarifAI, an in-house AI solution that processes open-ended text responses from the oncology Touchpoint Tracker to improve qualitative data quality, and Qupas, source-based AI avatars that allow clients to interact conversationally with research findings. Surveys are administered through a third-party platform (Dapresy), with Microsoft Teams and Zoom used for client interactions and Personio for HR processes. The firm holds ISO/IEC 27001 (TÜV SÜD) and TISAX certifications and is a member of ESOMAR, BVM, EPHMRA, and DGOF.

Revenue mechanics are primarily professional services: custom project-based pricing on a per-study basis, augmented by recurring analytics dashboard subscriptions and panel access fees. Go-to-market is sales-led, driven through direct enterprise engagement, industry conferences (succeet, Woche der Marktforschung), webinars, and trade publication thought leadership. As of January 1, 2026, the founders retired and a new three-person management board (Claudia Kuhlmann, Sören Scholz, Stefanie Sonnenschein) assumed leadership of the 80+ person organization. The company is privately held with no disclosed external investors, funding rounds, or parent company.

Name

Interrogare

Legal name

Interrogare GmbH

Website

https://interrogare.de

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Interrogare is a German B2B market research institute founded in 1999, serving enterprise clients across the DACH region with proprietary quantitative and qualitative research methodologies, including the HCP Panel, Touchpoint Tracker, and AI-powered analytics for healthcare, brand, and pricing research.

Ownership category

akta.pro rank

Headquarters

HQ city

Bielefeld

HQ country

Germany

HQ region

Europe

Offices2 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: Custom quantitative and qualitative market research studies, tracking studies, brand research, healthcare research, employee surveys, customer experience studies, product and pricing research, and communication/advertising effectiveness measurement.
2. Panel Services: Access to proprietary HCP (Healthcare Professional) Panel for physician surveys and research participation recruitment.
3. Reporting and Analytics Dashboards: Management and analysis dashboards providing business intelligence and real-time data visualization for clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Interrogare is a full-service market research institute delivering custom quantitative and qualitative studies for enterprise and mid-market clients across the DACH region. The company specializes in healthcare and pharmaceutical research (supported by its own HCP Panel), brand tracking, pricing/conjoint analysis, shopper research, and customer experience studies, augmented by proprietary digital tools including the Touchpoint Tracker, Emotional Branding Monitor, and AI-powered ClarifAI and Qupas solutions.

Product overview

Interrogare is a German market research institute founded in 1999 (25+ years in operation), headquartered in Bielefeld with a second office in Hamburg. The company operates a portfolio of proprietary research methodologies and digital tools centered on brand, customer, product, pricing, and healthcare research. The core offering includes traditional research services (brand tracking, conjoint analysis, segmentation, shopper research, communication effectiveness, employee surveys) augmented by proprietary digital tools including the Touchpoint Tracker (near real-time HCP contact documentation), Shelf Test 2.0 (shelf simulation), Emotional Branding Monitor (EBM), and AI-powered solutions such as ClarifAI (quality control for open-text responses) and Qupas (conversational AI avatars from research data). The company also maintains an HCP Panel of healthcare professionals powering its pharma research vertical. Research methodologies span conjoint analysis (award-winning, TOCii Awards 2025 and 2026), implicit measurement methods (reaction time measurement, reaction time for subconscious preferences), MaxDiff scaling, and mental availability measurement. With approximately 80 employees and 1.15 million interviews conducted annually, Interrogare serves clients across pharmaceutical, automotive, retail, financial services, and consumer goods sectors. The company holds ISO/IEC 27001 certification (TÜV SÜD) and TISAX certification, and is a member of ESOMAR, BVM, EPHMRA, and DGOF.

Differentiator

Problem solved

Functional benefit

Products and services

• Touchpoint Tracker Near real-time tracking tool enabling healthcare professionals (HCPs) to proactively document contacts with the pharmaceutical industry. Captures contact type, product/indication, recalled main message, NPS rating, and justification, with daily online dashboard reporting. Used by 10 of 13 companies in the German oncology market.
• Shelf Test 2.0 Shelf simulation tool that maps realistic purchase decision processes at the point of sale, revealing subconscious purchase impulses, product perception, and buying drivers. Used to optimize product placement, packaging, and pricing strategies for manufacturers and retailers.
• Qupas (AI Avatars) Source-based AI avatars built from real market research data that enable stakeholders to interact conversationally with research findings, simulating dialogue with target audience representations.
• ClarifAI Proprietary AI solution deployed within the Touchpoint Tracker (Oncology) that processes open-ended text responses from study participants to automatically assess and improve response quality in qualitative data.
• Emotional Branding Monitor (EBM) Innovative neuroscience-based procedure for measuring the emotional performance of advertising materials. Validated and used in marketing research for over ten years and subsequently integrated into quantitative studies with healthcare professionals.
• Brand Tracking (incl. Brand Tracking 2.0) Continuous monitoring of brand performance covering branding measures, effectiveness, and external influencing factors. Brand Tracking 2.0 integrates context, competitor analysis, and innovative implicit/indirect approaches to deliver smarter and more impactful brand insights beyond traditional brand health tracking.
• Conjoint Analysis / Pricing Research State-of-the-art choice-based conjoint and pricing research methodology that measures preferences and willingness to pay through repeated comparative choice tasks. Award-winning with TOCii recognition in 2025 and 2026. Includes MaxDiff scaling and reaction time measurement components.
• HCP Panel (Healthcare Professional Panel) Interrogare's proprietary panel of healthcare professionals used for recruitment and direct participation in healthcare research studies. Includes a specialist physician panel (Fachärzte-Panel) at the Düsseldorf location. Powers the Touchpoint Tracker and other healthcare-specific research programs.
• Implicit Measurement Methods (including Reaction Time Measurement) Implicit measurement techniques including reaction time measurement (RTM) that capture subconscious associations and preferences by measuring response speed to stimuli. Used across brand research, product design, customer experience, touchpoint analysis, and pricing studies. Overcomes social desirability bias and cultural response distortions.
• Healthcare Research / Pharma Research Specialized pharmaceutical and healthcare market research covering topics, methods, and target groups. Includes the HCP panel, specialist physician panel (Düsseldorf), Touchpoint Tracker, Launch Research Program, implicit measurement with healthcare professionals, and real-time competitive intelligence on pharmaceutical communication.
• Launch Research Program (Pharma) Structured research program designed for the Rx (prescription) pharmaceutical product lifecycle, specifically targeting the critical launch phase where fundamental market decisions and directions are set.
• Shopper Research / Shopper Insights Comprehensive research services covering customer needs and the purchase process from need creation to final purchase. Combines multiple methodological approaches to reveal product perception, unconscious purchase impulses, and buying drivers. Includes Shelf Test 2.0 and online purchase simulation.
• Customer Experience (CX) Research Research services covering customer experience, segmentation, personas, and customer satisfaction. Combines customer journey mapping, touchpoint analysis, and multi-purpose segmentation to deliver actionable insights for customer-centric strategy.
• Employee Research / Employee Satisfaction Employee survey and satisfaction research services including engagement measurement, organizational climate analysis, and HR-focused research to improve employee experience and retention.
• Advertising Effectiveness / Communication Research Measurement of communication and advertising impact across channels, including emotional advertising performance (EBM), near-time effectiveness measurement for video content, media planning in emotional brand environments, and channel-dependent branding effects.
• Customer Segmentation / Multi-Purpose Segmentation Customer segmentation studies that map changes in consumer lifestyles, attitudes, needs, and behaviors. Multi-Purpose Segmentation clusters customers by touchpoint usage and purchasing behavior to identify prototypical customer types, combining quantitative and qualitative approaches into actionable personas.

Quantifiable outcome

• Over 100,000 contact documentations in Touchpoint Tracker in the oncology market
• +2 more outcomes

Named customers23 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability4 records

Feature7 records

Partnerships

Five partnerships are on record, tiered minor and core.

• GS1minorStrategic or Co-development Partner · 1 January 2024Interrogare became an official Solutions Partner of GS1 in April 2024, supporting retail and manufacturer clients with category management questions and challenges.
• ESOMARcoreOthersGlobal organization for market research professionals. Interrogare is a member, indicating adherence to industry standards and best practices.
• BVM (Berufsverband Deutscher Markt- und Sozialforscher)coreOthersGerman professional association for market and social researchers. Interrogare is a member demonstrating commitment to industry standards.
• EPHMRA (European Pharmaceutical Market Research Association)coreOthersEuropean association for pharmaceutical market research. Interrogare maintains membership supporting their healthcare research specialization.
• DGOF (Deutsche Gesellschaft für Online-Forschung)coreOthersGerman society for online research. Interrogare is a member reflecting their origins as an online market research software provider.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Others

• Ipsos: Global market research leader with significant operations in Germany. Competes for enterprise research budgets across healthcare, brand tracking, and shopper insights, but at vastly greater scale.

Broad incumbents

• Dynata: Large first-party data and research platform with extensive panel network. Overlaps with Interrogare in B2B survey research, sample provision, and enterprise insights delivery.
• Toluna: Large global online research and panel provider serving enterprise clients. Overlaps with Interrogare in survey-based B2B market research but operates at much greater scale with self-service technology.
• Kantar: World-leading evidence-based insights and consulting firm with extensive brand tracking (BrandZ, Worldpanel) and healthcare offerings. Direct overlap in brand research methodology.
• NielsenIQ (GfK): Global consumer intelligence firm incorporating former GfK operations in Germany. Competes in shopper insights, brand tracking, and consumer research across retail and consumer goods verticals.

Direct peers

• Skopos Market Research: Cologne-based full-service market research institute serving enterprise clients with brand, customer, and shopper insights. Comparable mid-sized German competitor with similar DACH B2B focus.
• Psyma GmbH: German mid-sized market research firm with strong healthcare/pharma research expertise and proprietary panels. Direct comparable to Interrogare in size, DACH focus, and healthcare specialization.
• InSites Consulting: European consumer insight and innovation agency with strong digital research platform. Comparable in offering brand research, shopper insights, and HCP/community panels across European markets.
• Bilendi: European data collection and panel specialist with operations in Germany. Comparable in offering survey technology and panel-based research services to enterprise clients.

Emerging players

• YouGov: Global online market research and analytics firm with strong brand tracking and audience research products. Increasingly relevant as a digitally-native competitor to traditional German research institutes.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCy1v9qJB8wnuIXc6JFLfuew
• LinkedInlinkedin.com/company/interrogare-gmbh
• Xx.com/InterrogareGmbH
• Facebookfacebook.com/swpgmbh

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Interrogare