Focus groups - Germany

Run focus groups in Germany

We recruit, moderate and facilitate focus groups across Germany — on location in Berlin, Munich, Hamburg, Frankfurt and 8 more cities, or fully online. Handle as much or as little yourself as you like.

Participant recruitment from our panel with over 25k+ German participants
Facilitated 75+ focus groups across the German market
Experienced German-speaking moderators, simultaneous translation available

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75+

focus groups conducted in the German market.

25 000+

German participants (B2B & B2C) in our panel.

50+

corporates and governments used our services.

What to know before running focus groups in Germany

In Germany, focus groups are used across a broad industrial base — by the automotive sector and its suppliers, by Mittelstand manufacturers testing products before launch, and by consumer goods, retail and financial services brands. German participants tend to be thorough and detail-oriented, giving structured, considered feedback. Online focus groups have grown steadily in recent years.

Privacy expectations run high in the German market. We handle participant recruitment, consent and session recordings in full compliance with GDPR, so your research stands up to scrutiny.

Online participation

Online sessions run smoothly across most German audiences, although on-site focus groups are preferred for older participants.

Focus group language

German-language moderation is strongly recommended. English is possible for B2B or international audiences.

Participant incentives

Typically around €65–€115 per participant for a 90-minute session, depending on audience and profile.

No-show rate

Average no-show rate is around 5 - 10%, so we recommend recruiting reserves. No charge for no-shows.

Preferred timing

Both consumer sessions and B2B audiences run best in the evening (7PM - 9PM). Shorter sessions can be accommodated during lunch.

When to plan

School holidays vary by federal state, so timing differs across regions. We help you plan around local holidays for the fullest recruitment.

Everything for your focus group in Germany

Germany is one of our key markets. We usually recruit participants from our own panel, but may work together with partners if necessary.

Recruitment from our German panel

Any B2C or B2B profile, usually recruited from our own panel of 25,000+ German participants. Beyond your criteria, we make sure participants feel at ease in a group and can contribute thoughtful, usable feedback.

Focus rooms in all major German cities

We arrange professional focus rooms with observation and recording facilities in Berlin, Munich, Hamburg, Frankfurt, Cologne, Düsseldorf, Stuttgart, Leipzig, Hannover, Nuremberg, Essen and Bochum.

On-site, online or hybrid across Germany

Run sessions on-site, fully online, or hybrid. Follow every session live through our livestream, wherever your team is.

German-speaking moderators & translators

Sessions can be moderated by a German-speaking moderator, and if you'd like to follow along in another language, we can provide simultaneous translators.

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What does a focus group in Germany cost?

Costs for a focus group in Germany typically range from €2,000 to €6,000 per study, depending on method, setup, session length, number of participants, and how much you handle yourself.

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Frequently asked questions

Below you find the answers to the most frequently asked questions. Is your question not listed below? Then contact us directly.

We arrange focus rooms with observation and recording facilities in Berlin, Munich, Hamburg, Frankfurt, Cologne, Düsseldorf, Stuttgart, Leipzig, Hannover, Nuremberg, Essen and Bochum — with multiple locations in Frankfurt and Hamburg. Other German cities can often be facilitated on request. Every session can also run fully online or hybrid.

We recruit from our own German panel of 25,000+ participants and may work together with partners if needed. You can specify any B2C or B2B profile, and we screen for people who are comfortable in a group and give clear, usable feedback. Recruitment usually takes 10 to 15 working days. If a recruited participant doesn't show up, there's no charge for that seat.

Turnaround is usually 15 to 25 working days, depending on which parts we handle — recruitment, facilities, moderation, reporting, or the full study. Recruitment itself takes 10 to 15 working days. Tell us your deadline when you request a quote and we'll confirm a timeline that fits.

Yes. Sessions are best moderated by an experienced German-speaking moderator for the most natural responses. English-language moderation is possible for B2B or international audiences, and we can arrange simultaneous translation so your team follows along in any working language.

New to focus groups or want to know how they work?

Want to understand the method first? Our knowledge base explains what focus groups are, when to use them and how to analyse the results. Or see how we run focus groups ourselves.

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