IFA 2026: How brands can work with Which? to build consumer trust

Which? met global business leaders at Innovation For All (IFA) Berlin, the world’s largest trade show for home appliances and technology.

We joined more than a thousand brands at the show and shared how, as the UK's consumer champion, Which? continues to make consumers' lives safer, fairer and simpler, while helping businesses demonstrate the true value of their products.

Sharing our expertise at IFA

For the first time, Which? held its own event within IFA, running two sessions: one focused on home appliances and the other on technology products. Led by Jon Barrow, Head of Product Testing, and Russell Stables, Commercial Team Manager, our sessions dived straight into today’s rapidly evolving consumer landscape.

We shared compelling data showing how the surge in AI marketing claims and sheer amount of choice can leave shoppers feeling confused rather than confident. With choice fatigue at an all-time high, independent validation is increasingly important, and we demonstrated how our rigorous testing helps consumers cut through the noise while enabling brands to build lasting trust.

Attendees also took part in interactive Q&As with our research, content and account management teams to discuss practical solutions to these market challenges.

Conversations that matter

Jon Barrow, Head of Product Testing, said:

‘It was fantastic to connect with so many businesses at IFA this year. We were delighted to share our latest consumer insights and help attendees gain a deeper understanding of our rigorous testing processes.

‘Trust is more important than ever when it comes to purchasing decisions, and the people we met really valued the work we do to support consumers and celebrate businesses that are doing a great job.’

Find out more

If you couldn't make it to IFA or would like to explore the insights from our presentation in more detail, we'd love to continue the conversation.

Contact your Which? Account Manager or click here to discover how we can work together.