United Kingdom 
Italia 
Deutschland 
France 
España 
International 
Business challenge
Kärcher is a global provider of cleaning technology, offering innovative and resource-efficient solutions for both private and commercial users.
The company lacked unified, reliable, and comparable global data foundation to understand product category awareness and product ownership across its portfolio. This limited Kärcher’s ability to analyze existing and potential customer segments consistently across markets.
Kärcher needed a data-driven approach to generate a comparable view of awareness and ownership, providing a reliable evidence base to inform marketing strategy and customer retention efforts at a global level.
Solution & research results
To establish a valid and internationally comparable data foundation, Kärcher implemented a standardized survey using YouGov’s serviced surveys.
The program initially launched in two pilot markets, each surveying 3,000 of YouGov’s proprietary panel members. Following the pilot, the study design was successfully replicated across additional markets, ensuring consistency and comparability of results.
The research captured standard demographic variables such as age, gender, and region of residence, alongside additional structural variables to ensure representative national samples. The survey measured product category awareness, product ownership, and purchase intent across Kärcher’s portfolio.
Throughout the process, YouGov’s research experts supported survey design and delivery, ensuring the data was robust, consistent, and comparable across markets. This provided Kärcher with a reliable basis for understanding customer behavior, supporting deeper segmentation, and more targeted decision-making across regions.
Business outcomes
The research provided Kärcher its first consistent, cross-market overview of product category awareness and ownership across key markets. For the first time, Kärcher was able to measure market penetration in a standardized and comparable way across countries.
The findings highlighted variation in awareness and ownership across product groups, helping identify areas of untapped potential. The data also enabled more precise segmentation of existing and potential customers, including a clearer distinction between new and returning buyers.
As a result, Kärcher established a robust evidence base to prioritize marketing investment and support more targeted marketing and sales strategies across international markets.
Customer testimonial
“From the very beginning, our collaboration with YouGov has been both cooperative and highly constructive. Together, we developed an international study design that provides us with a consistent and reliable data foundation on product awareness and ownership across different markets. Thanks to close coordination with the research experts, we were able not only to achieve valid results but also to gain valuable insights for segmenting our target groups. This foundation now enables us to align our marketing and sales strategies with precision and based on data.”