Local Data Matters: Interview with Marc Leimann, Managing Director of Norstat Germany

Motivation

Marc Leimann leads with a mix of passion and pragmatism. From his office in Munich, he jokes that having “a lovely parking spot for my bikes” is a daily reminder of what keeps him energised, both professionally and personally.

Local market experts… with European reach

Marc Leimann describes Norstat Germany as “a well-respected, well-positioned one-stop-shop for data collection,” tracing its history back to 2005, when it began as ODC Services, a joint venture between Psyma and Skopos. Reflecting on its journey, he notes how the team has “successfully developed our panels and outgrown the competition over the years.” That steady growth highlights Norstat’s strong local foundation and growing presence across Europe.

Professionalism with a sense of fun

For Marc, the key to success is getting the right balance. He sees Norstat as “the perfect match of professionalism and fun.” That spirit shows up in things like cocktail bars to toast a strong month or workshops that end with client dinners. These moments don’t just build team spirit; they also help create genuine, lasting client connections.

Navigating the current market challenges

Marc speaks about the road ahead. “Germany is likely to remain a challenging market, influenced by economic stagnation and political events,” he notes. Still, his optimism holds strong: “I am pretty convinced that 2025 should be another strong business year for Norstat Germany,” reflecting his faith in the team’s resilience, expertise and the strong client relationships built over the years.

AI will enhance market research

When it comes to trends, Marc offers a simple comparison: “Well, everybody in the MR world is talking AI these days. It was like 10 years ago with the buzzword ‘big data’. But no question, AI will play an important and bigger role even in 2025.” While over 90% of marketers and researchers now use AI in their workflows, such as for checking open-ends and data quality, he stresses it’s there to enhance, not replace, the human intelligence essential to real market understanding.

Marc’s favourite projects

Marc enjoys projects that offer direct involvement. “Personally, I like the sample-only studies with our access panel,” he shares, appreciating the chance to “observe in real-time projects and how strong and reliable our panel is across age and gender.” But he also underscores the value of variety: “It is equally important to have a broad mix of quantitative as well as qualitative studies, domestic business as well as international projects”, a mix that keeps the work exciting and unique.

Why choose Norstat?

Marc is absolutely clear: “If clients are eager to get high-quality data, there is no way around Norstat.” It’s this commitment to excellence, paired with a vibrant, people-first culture, that makes Norstat Germany one of the leading data collectors for market research and insight. Marc also offers another reason: “One added bonus for any German client from my point of view: It is fun working with us, and a client dinner might end in a Karaoke bar!”

Learn more about Norstat Germany