Market Research - Usability - Consulting

Headstart through consumer + customer insights


From product specifications to involving marketing campaigns …

… you want to make well-founded decisions leading to successful products/campaigns. We accompany you throughout the entire product and brand life cycle, from innovation process to campaign optimization.

We provide customer insigths. National, international. Passionately. Independently.

Our „vision to reality“ incorporates:

Action oriented, customer insights based recommendations. Enabling you to make sound decisions - leading to strong brands and succesful products.

Range of services

  • Evaluation of early ideas and concepts
  • Exploration of customer attitudes and requirements
  • Determination of success factors
  • Strategy optimization
  • Customer satisfaction monitoring


  • Industry exeprience
  • Broad bandwith of methods
  • Intercultural expertise
  • Dedicated
  • Adaptive, flexible
  • Reliable
  • On time + on budget

At CURTH+ROTH you will meet intellectually curious characters

Meet the high competence and international experience of managing directors Johannes Roth & Jochen Curth and their employees.

Trust in a functioning team of market research experts, communication scientists and psychologists.

We work interdisciplinary. Impartially. Efficiently.

This is our approach to solve your problem in a result-oriented way.

Johannes Roth and Jochen Curth

Johannes Roth — Jochen Curth

Johannes Roth
Dipl. Psychologe

With his knowledge, his deep understanding of inter-cultural relations and as an inspiring source of ideas, Johannes Roth continues to impress.

25 years of experience managing national and international research and consulting projects.

Main areas of expertise:

  • IT- and financial services
  • Automotive
  • Health care
  • Complex services
  • E-commerce

Jochen Curth
Dipl. Kaufmann

His thoughtful analyses and deep methodological understanding help to remained focused on the central thread and to arrive at pragmatic decisions.

22 years of experience managing international research and consulting projects.

Stops: project lead at IPSOS and Research International

Main areas of expertise:

  • Financial services
  • IT
  • E-commerce
  • Retail
  • Telecommunication
  • B2B

We are market researchers with heart and mind

Analysts & Lateral Thinkers

Researchers & Explorers

Sociologists, Psychologists & Marketing - Experts


Get in touch


Market Research, Usability, Innovation Consulting since 1999 – Selected Milestones


20 years of CURTH+ROTH. Thank you to our loyal customers, business partners and team members!

2019 was a year of great changes:

  • We've grown into a corporation: CURTH+ROTH GmbH
  • Jochen Curth has left the company - thank you Jochen for your work and inspiration during the last 19 years.
  • After several years of dedicated work, Anna Schorn has become a partner
  • As new focus areas, we have explored sustainable consumption, new nutrition concepts, e-mobility (new mobility concepts, vehicles and production) and business analysis in the context of mergers and acquisitions.


In collaboration with the advertising agency Polycore, we conducted a large-scale study on our own account. “What drives world improvers?” has explored why people are committed to a 'better world' and how they define it.

We have further developed our mixed-methods approach: By combining quantitative online panels in combination with online ethnography, online communities and focus groups, we supported our clients with psychological insights and precise data for the successful launch of new products.


This year was marked by the versatility of methods as well as the companies/industries that we supported in better tailoring their products and services to customer needs and communicating them effectively. Examples are:

  • Focus groups on beverages, smartphones & solar systems
  • Online communities in the sectors consumer electronics, fashion and publishing
  • Brand tracking studies for a parcel service company
  • Innovation projects on topics such as delivery concepts, trade fairs and employer branding
  • Usability of jobs portals and shops
  • Ethnographic research: in-home and in-office observations with consumers, medical specialists and B2B decision makers
  • Design Thinking Projects
  • Interviews with B2B decision-makers from tech industries about digitalization
  • Ethnographic fundamental research on Smart Home
  • We supported well-known consumer goods manufacturers in assessing the relevance of established brands for Generation X, Y, Z

We have expanded our Ideation portfolio with the integration of neuron processing (


Our research and consulting activities focused on medical technology (hearing aids, implants, insulin delivery and portable ultrasound devices) using a variety of methods (participatory observation in clinics and practices, focus groups and quantitative surveys). In addition, we have intensively explored success factors for the acceptance of a new online trading platform in the chemical sector, the positioning of a financial services provider, the usability of car entertainment systems as well as consumer product topics (soft drinks, home interiors, etc.) and provided our customers with insights on how to a) focus their product development and b) successfully address their customers. Future topics such as autonomous driving and Industry 4.0 (IoT) are still important research topics as is "customer journey" for trade fair visitors.


Focus in 2015 is clearly on ethnographic research as well as on innovation projects. We have been deeply involved with autonomous driving, human-interface interaction and car-entertainment as well as with smart-home, application scenarios for private multi-media usage (smartphones, tablets, notebooks, PCs, smart-TV, networked audio systems) and networked medical devices (in labs, clinics and at home): a very instructive and inspirational year.


CURTH+ROTH celebrate the 15th anniversary and the most successful financial year since the foundation. Re-location within Hamburg from Altona to lively St.Georg. We deal intensively with re-positioning and branding topics as well as classical market research, e.g. for financial service providers.


Full service market research and brand consultation in 12 industries – core areas are car clinic studies for electric- and hybrid vehicles as well as qualitative projects in the luxury segment, online packaging test, image studies and re-positioning of brands and products. Plus: Insight-community studies.


Our industry knowledge convinces European clients in life science (diabetes management), financial services (credit cards), consumer electronics (printers), IT, logistics and automotive.


Trend: More and more clients do not opt for classical methods like focus groups and in-depth interviews. They rather want a deeper understanding of their customers’ living environment. We interview consumers at their living room table (in-home interviews, ethnographic approach) or in their working environment and we work often with videos taken by participants.

We investigate customer communication in life science (surgery, diabetes, dialysis) consumer electronics, NPOs, and logistics and analyze the user experience of online shops.


CURTH+ROTH shakes off the symptoms of the crisis. The economical recovery proceeds rapidly. We pick up postponed research projects and acquire American and European customers in medical technology and IT-business. Our investments in strategic partnerships pay off.


We continue long-term oriented competition and positioning analyses in agricultural chemistry. For clients from IT and consumer electronics, we helped to optimize sales communications ....