Krämer Marktforschung

What Krämer Marktforschung does

Kr\u00e4mer Marktforschung GmbH is an independent German market research field services provider headquartered in M\u00fcnster, operating since approximately 1986 with over 35 years of field experience. The company delivers qualitative and quantitative market research services including face-to-face interviews, point-of-sale surveys, mystery shopping (approximately 30,000 test purchases per year), telephone (CATI) surveys, online surveys, and participant recruitment for both B2B and B2C target groups. Its clients are other market research institutes seeking outsourced field execution and end-client companies across manufacturing, financial services, consulting, youth research, and other sectors, with multiple documented client relationships exceeding 20 years.

The company's technical infrastructure centers on its own CATI operations with more than 150 stations, two predictive dialers, approximately 350 phone agents (including native speakers across 21 languages), and survey software built on Voxco and Survey System Software platforms. It operates six fully equipped test studios in Berlin, D\u00fcsseldorf, Hamburg, Munich, Frankfurt am Main, and M\u00fcnster, supplemented by a mobile focus group unit and livestreaming capabilities for remote observation. Quality is anchored by ISO 20252 certification, a three-stage interviewer training system, and validated multi-stage participant recruitment processes. Annual operational throughput is approximately 1 million interviews.

The business model is sales-led and project-based: pricing is not publicly disclosed and quotes are provided via a dedicated RFQ team ([email protected]). Revenue derives from three core streams: field research services, test studio facility rentals, and recruitment services, all delivered as professional services. Customer acquisition combines direct sales, repeat business from long-standing accounts, industry association memberships (ADM, BVM, ESOMAR), and an international cooperation partner network that extends coverage outside Germany. The company is privately held, with no disclosed external investment, no parent entity, and is led by Managing Director Christoph Rogl and General Manager Claus G\u00fcnnewig.

Name

Krämer Marktforschung

Legal name

Krämer Marktforschung GmbH

Website

https://kraemer-germany.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

101–250 employees

Short description

Kr\u00e4mer Marktforschung is an independent German market research field services provider operating six test studios and 150+ CATI stations, delivering qualitative and quantitative research including interviews, mystery shopping, and participant recruitment to research institutes and end-client companies.

Ownership category

akta.pro rank

Headquarters

HQ city

Münster

HQ country

Germany

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Field Research Services: Professional field research services including face-to-face interviews, telephone surveys (CATI), online surveys, point-of-sale interviews, mystery shopping, and participant recruitment for market research studies conducted for B2B and B2C clients
2. Test Studio Facilities: Six fully equipped test studios in major German cities plus mobile focus group units available for qualitative research sessions, group discussions, and product testing
3. Recruitment Services: Participant recruitment services for qualitative and quantitative market research, including phone-to-web recruitment for B2C and B2B target groups

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Kr\u00e4mer Marktforschung is an independent field services provider for qualitative and quantitative market research. It conducts face-to-face interviews, point-of-sale surveys, mystery shopping, telephone surveys (CATI), online surveys, and participant recruitment for B2B and B2C clients, leveraging six test studios across Germany, a mobile focus group unit, and approximately 150 CATI stations.

Product overview

Krämer Marktforschung is an independent field services provider offering qualitative and quantitative market research services based on over 35 years of field experience. The company provides a comprehensive portfolio of research methods including Face-to-Face Interviews, Point of Sale Surveys, Mystery Shopping, Telephone Surveys (CATI), Online Surveys, and Participant Recruitment. The company operates six fully equipped test studios in major German cities (Berlin, Düsseldorf, Hamburg, Munich, Frankfurt am Main, Münster) plus a mobile focus group unit. Services are ISO 20252 certified and include integrated capabilities such as livestreaming for remote observation.

Differentiator

Problem solved

Functional benefit

Products and services

• Face-to-Face-Befragung (Face-to-Face Interviews) Personal interviews conducted in person with target groups covering various topics, delivered for market research institutes and end-client companies.
• Point of Sale-Befragung (Point of Sale Surveys) Customer and visitor behavior surveys conducted at retail locations to provide data for customer retention and marketing evaluation.
• Mystery-Shopping Specially trained mystery shoppers observe or test services and product positioning at specified locations to evaluate service quality, with approximately 30,000 test purchases per year.
• Telefon-Befragung (Telephone Surveys / CATI) Telephone interview services using approximately 150 CATI stations with native speakers in 21 languages, leveraging Voxco and Survey System Software, processing approximately 1 million interviews per year.
• Online-Befragung (Online Surveys) Programmed online questionnaires reaching target groups conveniently, including CATI-to-Online recruitment and method mixes for B2B and low-volume target groups.
• Rekrutierung (Recruitment Services) B2C and B2B recruitment teams finding validated participants for qualitative and quantitative studies, including phone-to-web recruitment and complex target group access.
• Teststudios (Test Studios) Six fully equipped market research facilities in Berlin, D\u00fcsseldorf, Hamburg, Munich, Frankfurt am Main, and M\u00fcnster, plus a mobile discussion unit for nationwide qualitative research.
• Livestreaming Live streaming capability for remote observation of focus groups and interviews at test studio locations.

Quantifiable outcome

• Approximately 1 million interviews per year
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ADM (Arbeitskreis Deutscher Markt- und Sozialforschungsinstitute)coreOthersProfessional membership organization for German market and social research institutes. Krämer Marktforschung is a member, indicating adherence to industry standards and professional codes.
• BVM (Berufsverband Deutscher Markt- und Sozialforscher)coreOthersProfessional association for German market and opinion researchers. Membership demonstrates professional standing and commitment to industry standards.
• ESOMAR (World Research)coreOthersGlobal association for market, opinion, and social research. International membership supporting Krämer's global research capabilities.
• International Cooperation Partners NetworkminorStrategic or Co-development PartnerCooperation with several partners in other European countries who share the same company philosophy. Together they adapt market research methods internationally and implement surveys with the familiar quality of Krämer. For CATI surveys, experienced and technically equipped cooperation partners are available in all countries where Krämer does not use own resources.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ipsos: Global market research group with significant German operations, offering quantitative and qualitative research including field services. Comparable to Krämer in delivering CATI, F2F, and qualitative fieldwork, but at multinational scale and with a much broader analytics offering.
• Kantar: World's largest market research group with established operations in Germany. Overlaps with Krämer in fieldwork, panel recruitment, and consumer research, though Kantar operates globally and across the full research value chain rather than specializing in field execution.
• GfK (now part of NielsenIQ): GfK was a leading German-headquartered global market research firm, now integrated into NielsenIQ. Comparable to Krämer as a Germany-rooted market research organization, though operating at vastly larger scale and offering a full research portfolio rather than specializing in field services.

Direct peers

• SKOPOS: German-based market research firm offering quantitative and qualitative research, panel access, and field services. Direct peer to Krämer in terms of German market focus, methodological breadth, and service model targeting enterprise and research-institute clients.
• Toluna: Global consumer panel and survey technology provider. Overlaps with Krämer in respondent recruitment, online survey execution, and quantitative fieldwork for enterprise clients, including operations in Germany.
• Splendid Research: Hamburg-based market research company providing quantitative and qualitative studies as well as panel services. Comparable to Krämer in German market focus and full-service research delivery, with overlapping client base of brand and enterprise customers.
• Dynata: One of the world's largest first-party data and online panel providers for research. Comparable to Krämer in panel-based research and CATI/online survey execution, though at a much larger global scale and with a more panel-centric operating model.
• Innofact AG: German market research and online panel provider offering consumer and B2B research, with proprietary panel infrastructure. Overlaps with Krämer in quantitative research, panel/recruitment services, and serving German enterprise clients.
• Psychonomics AG: German market and social research institute with qualitative and quantitative capabilities and own CATI infrastructure. Comparable to Krämer in offering integrated field services and methodological breadth to German enterprise and research clients.
• Bilendi (formerly respondi): European panel and data collection provider with German operations via the legacy respondi business. Comparable to Krämer in panel-based quantitative research, CATI/online survey infrastructure, and serving Germany-based research and enterprise clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Kraemer.Marktforschung

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Krämer Marktforschung