Globis Consulting

What Globis Consulting does

Globis Consulting (legal entity Globis GmbH) is a Berlin-headquartered market research and management consulting firm founded in 2002 that operates a proprietary Europe-wide panel of more than 100,000 trained mystery shoppers, interviewers, and respondents across 17+ countries (Germany, Austria, Switzerland, France, Italy, Netherlands, Belgium, Poland, Spain, Portugal, Czech Republic, Slovakia, Romania, Hungary, Bulgaria, Sweden, Denmark), supplemented by partner institutes in the USA, Japan, and China. The firm delivers quantitative and qualitative research including customer, dealer, and employee surveys; 360-degree leadership feedback; and focus groups, alongside mystery shopping, mystery guesting (hotel testing), and mystery calling services, with over 1.5 million consumer and mystery-shopper data points collected annually. Custom proprietary software supports project management, questionnaire design, tester training, multi-language hotel audits, and anonymous 360-degree assessments.

The company's revenue is generated through professional services engagements sold directly to enterprise clients, with custom pricing tied to project scope, geographic coverage, and methodology, typically structured as multi-year contracts. Verticals served include automotive (OEMs and dealer networks), retail, hospitality (budget to 5-star hotels), financial services, energy, FMCG, mobility, and healthcare, with named engagements including compliance audits for German banks, dealer-network mystery shopping for European OEMs, hotel service certification for international chains, and energy-market analysis for utilities and traders in Germany, Austria, Switzerland, Poland, and the Netherlands. Globis also publishes recurring proprietary annual studies — Kioskstudie, CHIP Leading Shops, Studie Leading Software, TOP Outsourcer, TOP Arbeitgeber Mittelstand, and Bester Händler des Jahres — often co-branded with media partners, that generate both revenue and top-of-funnel demand.

Globis operates through sister companies in Vienna, Zurich, Warsaw, Paris, and Lisbon, enabling pan-European project delivery, and completes more than 70 customer projects annually across 30+ countries. The company is privately held and founder/management-owned, with Felix Küsell as Managing Director and Director Consulting and Yvonne Kinzel as Prokuristin and Director Research. Headcount across the group exceeds 40 employees.

Name

Globis Consulting

Legal name

Globis GmbH

Website

https://globis-consulting.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Berlin-based market research and consulting firm running a proprietary 100,000+ mystery-shopper and interviewer panel across 17+ European countries to deliver surveys, mystery shopping, mystery guesting, audits, and strategic consulting to enterprise clients in automotive, retail, hospitality, energy, and financial services.

Ownership category

akta.pro rank

Product category

Market Research & Consulting

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

B2B / Industrial Market Research (MPAAALAA)

akta.pro secondary industry

B2B / Account-Based Marketing (ABM) Strategy Consulting (MPAAAFAM)

Keywords

• Market research services
• Mystery shopping
• Management consulting
• Employee surveys
• Competitive analysis

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Services: Quantitative and qualitative market research services including consumer surveys, dealer surveys, employee surveys, focus groups, and mystery shopping conducted across Europe using proprietary panel
2. Mystery Shopping & Mystery Calling: Mystery shopping, mystery guesting (hotel testing), and mystery calling services across retail, automotive, hospitality, banking sectors with trained panel of over 100,000 testers
3. Strategic Consulting: Business strategy development, market entry strategies, competitive analysis, sales strategy, and business planning services for corporate clients
4. Risk Management Audits: Financing audits, compliance audits, loss-prevention audits, business audits, inventory checks, and vehicle fleet inspections for financial institutions and corporations
5. Industry Studies and Reports: Proprietary annual studies on retail, hospitality, automotive, convenience markets including Kioskstudie, Leading Shops, Top Outsourcer published in partnership with CHIP and Markt & Mittelstand

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Globis Consulting provides B2B market research and consulting services to enterprise clients across Europe. Its core offerings include mystery shopping, mystery guesting (hotel testing), and mystery calling programs executed through a proprietary panel of 100,000+ trained testers, together with customer, dealer, and employee surveys, 360-degree leadership feedback, focus groups, strategic and competitive consulting, and risk management audits. The firm also publishes proprietary annual industry studies (e.g., Kioskstudie, CHIP Leading Shops, Leading Software, TOP Outsourcer, Bester Händler des Jahres) often in partnership with media brands such as CHIP and Markt & Mittelstand.

Product overview

Globis Consulting is a market research and management consulting firm headquartered in Berlin, Germany, offering a comprehensive portfolio of research and consulting services. The core offerings include Mystery Shopping, Mystery Guesting, and Mystery Calling services supported by a proprietary panel of over 100,000 testers across Europe (globis-survey.com). The company provides survey services (customer, dealer, and employee surveys), 360-degree feedback systems, and focus group facilitation. Strategic consulting services cover market entry, competitive analysis, and business planning. Annual research studies include the Kioskstudie, CHIP Leading Shops, and Studie Leading Software. The firm operates sister companies in Vienna, Zurich, Warsaw, Paris, and Lisbon, and collects over 1.5 million feedback data points annually.

Differentiator

Problem solved

Functional benefit

Products and services

• Mystery Shopping Test purchases conducted by trained mystery shoppers to evaluate sales and service quality, process compliance, visual merchandising, and risk factors across retail, hospitality, automotive, and other sectors, delivered via Globis' proprietary panel.
• Mystery Guesting Hotel testing service evaluating guest experience across all touchpoints including booking, check-in, rooms, housekeeping, F&B, and check-out, with 300-1,500 criteria per test, supported by role-based software access for headquarters, hotels, and departments.
• Mystery Calling Anonymous test calls to evaluate customer center performance for info hotlines, service centers, sales hotlines, and booking lines.
• Customer Surveys (Kundenbefragungen) Customer satisfaction surveys, image analyses, and product development research conducted online and face-to-face, utilizing over 100,000 interviewers across Europe.
• Dealer Surveys (Händlerbefragungen) Dealer and distributor surveys evaluating satisfaction with products, services, and competitive positioning, typically conducted via telephone interviews.
• Employee Surveys (Mitarbeiterbefragung) Employee satisfaction surveys with optional 360-degree feedback and upward feedback components for leadership development.
• 360-Degree Feedback Multi-source feedback system for leadership evaluation including superiors, subordinates, peers, and other stakeholders, with proprietary software ensuring maximum security and anonymity.
• Focus Groups (Fokusgruppen) Moderated group discussions for exploratory research, conducted in Berlin, Vienna, and Warsaw with professional recording and transcription.
• Globis Survey Panel (globis-survey.com) Self-recruited panel of over 100,000 testers, interviewers, and mystery shoppers across Europe, enabling rapid primary market research execution and collection of more than 1.5 million consumer and mystery shopper feedbacks annually.
• Strategic Consulting (Strategieberatung) Strategic consulting including market entry strategy, market analyses, trend analyses, business planning, and organizational consulting.
• Competitive Analysis (Wettbewerbsanalysen) Competitive intelligence services including competitor research, profiling, benchmarking, and price analysis.
• Risk Management Audits Business audits, compliance checks, inventory audits, process audits, and fraud detection for distributed networks, including financing, loss-prevention, and vehicle fleet inspections.
• Kioskstudie 2024 Annual study of the German kiosk market covering operators, shoppers, and product categories; 2024 edition runs 357 pages.
• CHIP Leading Shops 2026 Annual study with CHIP evaluating over 10,000 webshops on transparency, contact options, information, usability, and mobile implementation.
• Studie Leading Software 2024/25 Joint study with CHIP rating 270+ software applications across 24 categories based on 2,000+ professional user assessments.
• ServiceCert Certification Service certification norm for dealer and service point quality standards, applied within retail network service engagements.

Quantifiable outcome

• Over 1.5 million consumer feedbacks collected annually
• +4 more outcomes

Named customers7 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• CHIP MagazinecoreGTM or Marketing Partner · 9 March 2026Long-standing partnership with CHIP for annual 'Leading Shops' study ranking German online retailers. Globis conducts research methodology and analysis while CHIP publishes results. Partnership extended to include 'Leading Software' and 'Best IT Service Providers' studies.
• great-jobs.orgcoreGTM or Marketing Partner · 9 March 2026Partnership with job portal great-jobs.org for employer attractiveness studies. The infoportal serves as distribution platform for 'TOP Arbeitgeber aus dem Mittelstand' rankings based on comprehensive 360-degree methodology.
• Markt & MittelstandcoreGTM or Marketing Partner · 2 October 2025Partnership with German business magazine Markt & Mittelstand for 'Deutschlands TOP Outsourcer' study and 'TOP Arbeitgeber Mittelstand' rankings. Globis provides data analysis expertise while magazine publishes and distributes results.
• SCHÖNER WOHNENminorGTM or Marketing Partner · 9 September 2022Partnership for BEST OF DESIGN-Award in home and living sector. Globis handles operational execution while SCHÖNER WOHNEN editorial team conducts product evaluations and awards. First collaboration initiated in 2022.
• DEHOGA (German Hotel and Restaurant Association)minorStrategic or Co-development PartnerRecognition and alignment with DEHOGA standards for hotel testing and mystery guesting services. DEHOGA endorsement provides credibility for hospitality quality assessment services.
• MmCon UGcoreGTM or Marketing PartnerCommissioned by MmCon UG to conduct market research for 'Bester Händler des Jahres' award, collecting and analyzing over 200,000 consumer ratings across Germany and Austria annually.
• International Partner Institutes (USA, Japan, China)minorChannel Partner/ Reseller/ DistributorPartnership network with research institutes in USA, Japan and China for global mystery shopping and market research project coverage outside Europe.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• NielsenIQ (incl. GfK): Major consumer and retail measurement firm with German/European retail and shopper research capabilities; its Consumer Panel and Retail Measurement services directly parallel Globis Consulting's shopper research, Kioskstudie, and retail benchmarking offerings.
• Ipsos: Global market research and consulting firm with significant mystery shopping, customer experience, and B2B research practices serving automotive, retail, financial services, and hospitality clients across Europe—directly comparable business mix to Globis Consulting but at vastly larger scale.
• Kantar: World-leading market research and insights group operating across consumer, retail, brand, and CX research with European depth—overlaps with Globis Consulting's mystery shopping, customer surveys, and benchmarking study franchises at global enterprise scale.

Direct peers

• Market Force Information: US-headquartered mystery shopping and customer experience measurement firm serving retail, hospitality, banking, and automotive verticals—a direct comparable in service model and target verticals to Globis Consulting, though operating mainly in North America.
• Norstat: European market research and data collection firm operating across multiple European countries with proprietary panels, providing survey, panel, and qualitative research services—a closely comparable peer given Globis Consulting's pan-European panel and German/DACH heritage.
• MaritzCX (Maritz): Specialist in customer experience measurement, mystery shopping, and CX research serving automotive, retail, hospitality, and financial services—directly comparable service mix to Globis Consulting's mystery shopping, mystery calling, and customer experience practice.
• B2B International: Specialist B2B market research agency focusing on industrial, technology, and B2B client work; while more concentrated on B2B vs. consumer, the agency model and European consultancy positioning make it a comparable advisory peer to Globis Consulting's Strategieberatung practice.

Emerging players

• Service Quality Institute (SQI): Service quality and mystery shopping training/certification body providing service standards and mystery shopping programs across retail, hospitality, and healthcare—comparable to Globis Consulting's DEHOGA-aligned ServiceCert certification and mystery guesting offerings.
• Gongos & Associates: Mid-sized US-based market research consultancy serving consumer and B2B clients through customer insights, segmentation, and CX programs—a comparable mid-sized research firm with similar vertically-oriented client mix to Globis Consulting.

Regional players

• Conosco: Germany-headquartered market research and customer experience consultancy offering mystery shopping, employee and customer surveys to DACH enterprise clients—closely comparable to Globis Consulting in geographic focus, service mix, and mid-market client base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries5 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 Globis Consulting