Market research for household and cleaning

Which packaging for a sustainable detergent? Which cleaning products does my target group favor?

We conduct market research for you on household, detergent and cleaning products. With our innovative research solutions, we support and advise you in packaging tests, target group analyses, advertising tracking and more.  

What we offer:  

  • Quantitative and qualitative full service market research
  • International network of partners
  • Fast data collection and efficient implementation of your projects
  • Logical interpretation of the results
  • Strategic consulting through almost 40 years of market research experience

We are an owner-managed and independent institute and rank among the top 5 top-selling market research companies in Germany.

Write us a message.

Send us a message and arrange a personal consultation appointment with our household experts.

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Research fields and methods 

  • Basic and target group research
  • Brand positioning studies
  • Concept Writing & Concept Labs
  • Concept screening and testing
  • Home-use product tests
  • Online communities or app diaries
  • Ethnographic research  
  • Creative workshops and co-creation workshops
  • Communication development and communication reviews
  • Customer journey research
  • Pricing research
  • Portfolio research and innovation screening
  • Brand performance monitoring/KPI tracking
  • Campaign and advertising tracking
  • Trend Research
  • Retail & Shopper Research

Product categories

We are experts in various product categories in the household sector and conduct research on, among other things:

  • Cleaning products
  • Detergents
  • Laundry care
  • Household appliances
  • Baby products such as pacifiers, bottles, personal care, fashion, equipment, strollers, baby carriages, diapers and diaper care
Im Vordergrund wird ein Reinigungsmittel auf einen Lappen gesprüht, um eine Oberfläche zu wischen.

Your advantages with us

Many years of experience: We work for a large number of well-known German and international manufacturers - from established medium-sized companies to corporate groups.  

Wide range of methods: We offer all relevant quantitative and qualitative methods for various household products and find individual solutions for your questions.  

Understanding of target groups: We have extensive project experience in a wide range of industries related to household and cleaning.

Baby market expertise: We have been researching the baby market for decades and know the needs of mothers, pregnant women, midwives and pediatricians.

Partnership and trust: We guarantee expertise, efficiency and advice from the beginning to the successful completion of your project and will be happy to advise you further afterwards.

Worldwide research: Our strong team and international network enables us to conduct high quality studies in different countries.


Cold Wash Kampagne von P&G und WWF: GIM begleitet die Cold Wash Kampagne von Procter & Gamble mit qualitativen Studien.

Nachhaltiges Konsumverhalten & Inflation im FMCG Bereich –Interview mit Tina Choi-Odenwald und Maria Wronka (2022).

FMCG Preiserhöhungen: Consumer Mindsets in Zeiten der Inflation –Interviews mit Tina Choi-Odenwald und Maria Wronka (2022).

Homecare & Beauty-Trends in Zeiten von Corona – Interview mit GIM foresight, Tina Choi-Odenwald und Maria Wronka (2021).

Your contact

Tina Choi-Odenwald

Research Director

Maria Wronka

Research Director