The Insights Stack

The plates

One plate per category, every vendor in it, and each vendor’s sourced ownership events. Footnote numbers point to the sources at the foot of the page.

1. Plate 01

   27

   vendors

   Panels and sample

   Respondent supply: online panels, sample marketplaces, recruitment, sample-quality tools.

   12 of 27 with a verified owner, 15 with at least one sourced ownership event since 2015. Owners present: Bain Capital, Cint, Kantar, Kantar Profiles, M3, Inc., Prodege, Rakuten Group, TA Associates, Toluna, Triton Partners, UserTesting, Verlinvest.

   • Bilendi · 1999 · Paris, France · owner: not verified

     European online panel and data-collection company, with a market research agency arm, listed in Paris.

     • Feb 2015Acquired M3 Research (Nordics)79
     • Feb 2015Acquired Springboard UK (access panel business)79
     • Mar 2017Acquired iVOX80
     • Feb 2019Acquired Via! (Italy)79

   • Cint · 1998 · Stockholm, Sweden · owned by Triton Partners63

     Sample marketplace connecting researchers to third-party panels; also ad-effectiveness measurement.

     • Feb 2021Listed on Nasdaq Stockholm64
     • Dec 2021Acquired Lucid65
     • Aug 2026Taken private by TriCarbs Bidco AB (Triton Fund 6, Bolero, Patrick Comer, Brett Schnittlich)63

   • CloudResearch · 2016 · United States · owner: not verified

     Participant recruitment (Connect), survey fraud detection and survey tools, started by two academic researchers.

   • DISQO · 2015 · United States · owner: not verified

     Opt-in consumer panel and consumer-insights platform tying survey answers to online behaviour data.

     • May 2022Acquired Feedback Loop77

   • Dynata · 1977 · Shelton, CT, United States · owned by Bain Capital58

     First-party panel and sample provider for market research, with data and audience products.

     • Dec 2017Merged with Research Now59
     • Jan 2019Renamed60
     • May 2024Restructured (First- and second-lien lenders (Bain Capital, BlackRock, First Eagle Alternative Credit))61
     • Jul 2026Restructured62

   • InnovateMR · 2014 · Calabasas, CA, United States · owner: not verified

     Sample provider and survey panel with an expert network and survey fraud detection tools.

   • Kantar Profiles · 2000 · Warren, New Jersey, United States · owned by Kantar5

     Kantar's online panel and sample division for primary research.

     • Jul 2019Majority investment from Bain Capital5
     • May 2022Acquired Qmee69
     • Jun 2023Sold to M3 Global Research70
     • Jun 2023Acquired by M3 Global Research70

   • Lucidabsorbed · 2010 · United States · owned by Cint65

     Programmatic sample marketplace (Lucid Marketplace/Fulcrum), now part of Cint.

     • Dec 2021Acquired by Cint65

   • M3 Global Research · 2006 · Fort Washington, PA, United States · owned by M3, Inc.70

     Healthcare professional panel and market research fieldwork division of M3 Inc.

     • Jun 2023Acquired Kantar Profiles70

   • MetrixLababsorbed · 1999 · Rotterdam, Netherlands · owned by Toluna66

     Dutch market research firm with online panel access, sold by Macromill to Toluna.

     • May 2023Acquired by Toluna66

   • MFour · 2011 · Irvine, California, United States · owner: not verified

     First-party mobile consumer panel for surveys and passive consumer-behaviour data.

   • Op4G · 2010 · Portsmouth, NH, United States · owner: not verified

     Online survey panel and sample provider.

   • OpinionRoute · 2013 · Cleveland, OH, United States · owner: not verified

     Survey operations partner for research agencies: sampling, programming and data quality.

   • Pollfish · 2013 · New York, United States · owned by Prodege71

     Mobile-first survey platform with in-app respondent network, owned by Prodege.

     • Feb 2022Acquired by Prodege71

   • Prodege · 2005 · El Segundo, CA, United States · owner: not verified

     Rewards and survey-panel operator (Swagbucks, MyPoints, InboxDollars, Upromise) that also owns Pollfish.

     • Apr 2016Acquired MyPoints72
     • Aug 2017Acquired ShopAtHome73
     • May 2019Acquired Cotterweb Enterprises73
     • Feb 2020Acquired CouponCause73
     • May 2020Acquired Upromise74
     • Nov 2021Majority investment from Great Hill Partners75
     • Feb 2022Acquired Pollfish71
     • Jul 2022Acquired AdGate Media73

   • Prolific · 2014 · London, United Kingdom · owner: not verified

     Online participant recruitment platform used by academics and AI developers for surveys and human data.

   • Pureprofile · 2000 · Sydney, Australia · owner: not verified

     Online survey community and audience data business with a business-facing research arm.

   • PureSpectrum · 2016 · United States · owned by TA Associates82

     Sample marketplace for market research with respondent quality scoring.

     • Jan 2026Majority investment from TA Associates82

   • Qmeeabsorbed · 2012 · Reading, United Kingdom · owned by Kantar Profiles69

     App-based consumer survey panel (UK/US/AU/FR/DE), now inside Kantar Profiles.

     • May 2022Acquired by Kantar Profiles69
     • May 2022Acquired by Kantar3

   • Quest Mindshare · 2003 · Oakville, Ontario, Canada · owner: not verified

     Sample and qualitative recruitment provider for B2B and B2C research.

   • Rakuten Insight · 1997 · Tokyo, Japan · owned by Rakuten Group86

     Online research panels in Asia and the US run from Tokyo under the Rakuten brand.

   • Rep Data · 2020 · New Orleans, Louisiana, United States · owner: not verified

     Survey data-quality company: pre-survey fraud prevention (Research Defender), in-survey cleaning, sample.

   • Respondent · 2016 · New York, United States · owner: not verified

     Platform for recruiting B2B and consumer research participants and AI training experts.

   • Sago · 1966 · Iselin, NJ, United States · owner: not verified

     Research firm combining panels, recruitment, platforms (Methodify, QualBoard) and fieldwork/recruitment facilities.

     • 2017Acquired BDI81
     • 2019Majority investment from Gauge Capital81
     • 2020Acquired 20|20 Research81
     • 2021Acquired Methodify81
     • 2023Renamed81

   • Toluna · 2000 · London, United Kingdom · owned by Verlinvest66

     Consumer panel and insights platform; owner of Harris Interactive Europe, MetrixLab and GutCheck.

     • Jan 2018Acquired KuRunData67
     • Jul 2020Renamed67
     • Oct 2022Acquired GutCheck68
     • May 2023Acquired MetrixLab66

   • User Interviews · 2016 · New York, United States · owned by UserTesting84

     Research participant recruitment and panel-management platform for user and market research.

     • Jan 2026Acquired by UserTesting84

   • Zamplia · founded: not verified · Toronto, Canada · owner: not verified

     Self-serve platform routing surveys to respondents from multiple sample suppliers.

2. Plate 02

   30

   vendors

   Survey platforms

   Survey tools, experience management, and automated or DIY concept and ad testing.

   16 of 30 with a verified owner, 20 with at least one sourced ownership event since 2015. Owners present: Blackstone, Discuss, Forsta, Google, Ipsos, KKR, Qualtrics, Silver Lake, Stagwell, Symphony Technology Group, Thoma Bravo.

   • Alchemer · 2006 · Louisville, Colorado, United States · owned by KKR104

     Survey and feedback platform (formerly SurveyGizmo) with mobile feedback and review-management products.

     • Oct 2020Renamed105
     • May 2022Majority investment from KKR104
     • Jan 2023Acquired Apptentive106
     • Sep 2025Acquired Chatmeter105

   • Alida · 2000 · Toronto, Canada · owner: not verified

     Customer insight community and feedback platform, formerly Vision Critical.

     • Sep 2020Renamed124

   • Appinio · 2014 · Hamburg, Germany · owner: not verified

     Self-serve consumer survey platform with its own respondent network.

   • Askia · 1996 · France · owned by Ipsos113

     French survey data collection software vendor, majority-owned by Ipsos.

     • Feb 2020Majority investment from Ipsos113

   • Attest · 2015 · London, United Kingdom · owner: not verified

     Self-serve consumer survey platform with a built-in respondent panel.

   • Clarabridgeabsorbed · 2005 · Reston, United States · owned by Qualtrics90

     Text and speech analytics for customer feedback, acquired by Qualtrics.

     • Jul 2021Acquired by Qualtrics90

   • Confirmitabsorbed · 1996 · Oslo, Norway · owned by Forsta99

     Norwegian survey and CX software vendor, merged with Dapresy in 2020 then with FocusVision to form Forsta.

     • 2020Merged with Dapresy99
     • Mar 2021Merged with FocusVision / Forsta99

   • Dapresyabsorbed · 1999 · Sweden · owned by Forsta99

     Swedish market-research dashboard and reporting software vendor, merged into Confirmit then Forsta.

     • 2017Majority investment from Verdane99
     • 2020Merged with Confirmit99

   • Echovane · founded: not verified · San Francisco, United States · owner: not verified

     AI-agent platform that designs studies, recruits participants, runs fieldwork and synthesizes findings.

   • FocusVisionabsorbed · 1990 · Stamford, Connecticut, United States · owned by Forsta99

     Research technology vendor (surveys, video qual); merged with Confirmit to form Forsta.

     • 2015Acquired by EQT Private Equity99
     • Mar 2021Merged with Confirmit / Forsta99

   • Forsta · 2021 · HQ: not verified · owned by Qualtrics91

     Survey, market research and experience software platform formed from Confirmit and FocusVision; part of Press Ganey Forsta.

     • Mar 2021Merged with FocusVision / Confirmit99
     • Apr 2022Acquired by Press Ganey97
     • May 2026Acquired by Qualtrics91

   • Google Surveysdefunct · 2012 · United States · owned by Google126

     Google's consumer survey product, shut down in November 2022.

     • Nov 2022Shut down by Google126

   • Ideally · 2023 · Auckland, New Zealand · owner: not verified

     AI-led consumer insights platform from New Zealand, expanding into the US.

   • InMomentabsorbed · 2002 · Salt Lake City, United States · owned by Qualtrics91

     Customer experience feedback and reputation management software, now a Press Ganey Forsta company.

     • May 2025Acquired by Press Ganey98

   • Latana · 2019 · Berlin, Germany · owner: not verified

     Brand tracking platform that measures brand health with survey panels.

   • Maru Groupabsorbed · 2016 · London, United Kingdom · owned by Stagwell50

     Customer insights and survey software (Maru HUB) and consulting group, owned by Stagwell.

     • Oct 2022Acquired by Stagwell50

   • Medallia · 2001 · San Francisco, United States · owned by Blackstone92

     Customer and employee experience management software; now owned by a lender-led investor group after a 2026 debt recapitalization.

     • Oct 2016Acquired Kampyle93
     • 2019Listed on Public market listing94
     • Apr 2020Acquired Voci Technologies93
     • Sep 2020Acquired Stella Connect93
     • Mar 2021Acquired Decibel93
     • Jul 2021Taken private by Thoma Bravo94
     • Aug 2022Acquired Mindful93
     • Aug 2026Restructured (Blackstone-led lender group (with Apollo, FS KKR Capital Corp))92

   • Press Ganey · 1985 · United States · owned by Qualtrics91

     Patient, workforce and consumer experience measurement for healthcare; parent of Forsta and InMoment under Qualtrics.

     • Jul 2019Acquired by Ares Management and Leonard Green & Partners (with GIC, BCI, ADIA)95
     • 2020Acquired NarrativeDx96
     • 2020Acquired Doctor.com96
     • May 2021Acquired SPH Analytics96
     • Apr 2022Acquired Forsta97
     • 2025Acquired Hyperlift Logic96
     • May 2025Acquired InMoment98
     • May 2026Acquired by Qualtrics91

   • Qualtrics · 2002 · Provo, Utah, United States · owned by Silver Lake87

     Experience management software for surveys, customer and employee feedback, and market research; owns Press Ganey Forsta.

     • May 2016Acquired Statwing88
     • Apr 2018Acquired Delighted88
     • Nov 2018Acquired by SAP89
     • Jan 2021Listed on Nasdaq (SAP remained majority owner)88
     • Jul 2021Acquired Clarabridge90
     • Jun 2023Taken private by Silver Lake and CPP Investments87
     • May 2026Acquired Press Ganey91
     • May 2026Acquired Forsta91

   • quantilope · 2014 · Hamburg, Germany · owner: not verified

     Automated consumer research platform covering advanced methods such as conjoint, MaxDiff and brand tracking.

   • QuestionPro · 2005 · Austin, Texas, United States · owner: not verified

     Online survey and research platform that has bought several smaller research and analytics tools.

     • Aug 2022Acquired Digsite109
     • Feb 2023Acquired doopoll110
     • Jun 2023Acquired PathosAI110
     • Apr 2026Acquired Fathom110

   • Sawtooth Software · 1983 · Provo, Utah, United States · owner: not verified

     Survey and conjoint analysis software maker, privately owned.

   • SurveyMonkey · 1999 · San Mateo, California, United States · owned by Symphony Technology Group100

     Self-serve online survey and feedback tool; owned by an STG-led group since 2023.

     • Aug 2015Acquired TechValidate101
     • Sep 2018Listed on Nasdaq (SVMK)102
     • Mar 2019Acquired Usabilla102
     • Sep 2019Acquired GetFeedback103
     • Jun 2021Renamed102
     • Jun 2023Taken private by Symphony Technology Group (STG)100
     • Jun 2023Renamed100

   • Suzy · 2018 · New York, United States · owner: not verified

     Consumer insights platform combining an owned panel with self-serve surveys and AI analysis.

     • Dec 2021Acquired Poshly121

   • System1 Group · founded: not verified · United Kingdom · owner: not verified

     Ad and concept testing from consumer emotional response (Test Your Ad); listed on AIM.

   • Typeform · 2012 · Barcelona, Spain · owner: not verified

     Conversational online form and survey builder.

   • Upwave · 2012 · San Francisco, United States · owner: not verified

     Brand lift and brand tracking measurement for advertisers.

     • 2020Renamed120

   • Verint · 1994 · Melville, United States · owned by Thoma Bravo123

     Customer engagement and feedback software, taken private by Thoma Bravo and combined with Calabrio.

     • Nov 2025Taken private by Thoma Bravo (via Calabrio)123

   • Voxco · 1976 · Canada · owned by Discuss111

     Survey and data collection software maker, combined with Ascribe and Discuss under Terminus Capital backing.

     • Sep 2024Majority investment from Terminus Capital Partners112
     • Nov 2025Merged with Discuss111

   • Zappi · 2012 · Boston, Massachusetts, United States · owner: not verified

     Automated consumer research platform for concept, ad and pack testing, formerly Zappistore.

3. Plate 03

   25

   vendors

   Qual and AI moderation

   Qualitative platforms, video feedback, online communities, AI interviewers.

   4 of 25 with a verified owner, 8 with at least one sourced ownership event since 2015. Owners present: G2, Rival Group, Sago, Twentify.

   • 20|20 Researchabsorbed · 1986 · Nashville, United States · owned by Sago81

     Online qualitative research software and services (QualBoard); domain now redirects to Sago's digital qualitative page.

     • 2020Acquired by Sago81

   • Civicom · 2000 · Greenwich, Connecticut, United States · owner: not verified

     Online interview and focus group facilitation, communities, transcription and AI reporting for qualitative research.

   • CMNTY · 2007 · Utrecht, Netherlands · owner: not verified

     Online community software for qualitative and quantitative research, with live video focus groups.

   • Conveo · 2024 · New York, United States · owner: not verified

     AI-moderated video, voice and text interview platform for market research teams.

   • Discuss · 2012 · United States · owner: not verified

     Video-based consumer research platform with AI moderation, merged with Voxco's survey business in 2025.

     • Nov 2025Merged with Voxco138

   • Dscout · 2011 · Chicago, United States · owner: not verified

     Mobile diary studies and remote research platform for consumer and UX researchers.

   • Fuel Cycle · 2005 · United States · owner: not verified

     Research platform combining a community panel, multiple methods and AI-assisted insight tools.

   • Genway AI · 2023 · Israel · owner: not verified

     AI-led interview platform for product, UX and innovation research.

   • Glaut · 2023 · Austin, United States · owner: not verified

     Research platform with AI-moderated voice interviews, surveys and automated analysis in 50+ languages.

   • Itracks · founded: not verified · Saskatoon, Canada · owner: not verified

     Online qualitative research platform and services for focus groups and interviews.

   • Keplar · founded: not verified · San Francisco, United States · owner: not verified

     Voice AI interviewer for customer and market research.

   • Listen Labs · 2023 · San Francisco, United States · owner: not verified

     AI interviewer platform that designs studies, recruits participants, runs interviews and summarises findings.

     • Sep 2026Acquired by Salesforce127

   • Outset · 2022 · San Francisco, United States · owner: not verified

     AI-moderated interview and survey platform for enterprise customer research.

   • Quals.ai · founded: not verified · Newport, United Kingdom · owned by Twentify134

     AI qualitative research platform for text and voice studies with real participants.

   • QualSights · 2012 · Chicago, United States · owner: not verified

     Mobile video-based qualitative research platform and services.

   • Qualzy · founded: not verified · Salisbury, United Kingdom · owner: not verified

     Asynchronous qualitative platform with diaries, bulletin boards, video tasks and AI analysis.

   • Recollective · 1998 · Ottawa, Canada · owner: not verified

     Online qualitative research and insight community platform.

     • 2019Renamed141

   • Remesh · 2014 · New York, United States · owner: not verified

     Platform for live conversations with large groups, with AI-assisted analysis of responses.

   • Rival Technologies · 2017 · Canada · owned by Rival Group142

     Mobile-first conversational research platform and insight communities with AI-assisted analysis.

     • May 2025Merged with Angus Reid Group143

   • Streetbeesabsorbed · 2015 · London, United Kingdom · owner: not verified

     App-based consumer research platform mixing qualitative and quantitative methods.

     • Nov 2025Acquired by Undisclosed (US-based team)144

   • Strella · 2023 · New York, United States · owner: not verified

     AI moderator that runs and analyses customer interviews for product and insights teams.

   • Tellet · 2022 · Amsterdam, Netherlands · owner: not verified

     AI-moderated interview platform for agencies, with voice, video, photo and text answers in 60+ languages.

   • unSurveyabsorbed · 2021 · San Francisco, United States · owned by G2135

     Y Combinator-backed conversational AI interviewer, now part of G2's AI solutions team.

     • Jun 2025Acquired by G2135

   • Voxpopme · 2013 · Birmingham, United Kingdom · owner: not verified

     Video feedback capture and analytics platform for consumer insights teams.

     • Oct 2022Acquired HubUX139

   • Vurvey Labs · 2021 · Cincinnati, Ohio, United States · owner: not verified

     Platform for co-creating with audiences, with Freckle and People Models products.

4. Plate 04

   22

   vendors

   Synthetic respondents

   Simulated consumers, digital twins and AI personas used in place of or alongside people.

   1 of 22 with a verified owner, 1 with at least one sourced ownership event since 2015. Owners present: YouGov.

   • Aaru · 2024 · New York, United States · owner: not verified

     Simulates populations of AI agents to predict how groups react to products, prices and messages.

   • Artificial Societies · 2024 · London, United Kingdom · owner: not verified

     Platform that simulates audiences of AI personas to test messages, ideas and content before release.

   • Ask Rally · 2024 · HQ: not verified · owner: not verified

     Virtual focus group tool that shows how AI personas respond to messaging, content and products.

   • BluePill · 2025 · Seattle, Washington, United States · owner: not verified

     Builds synthetic consumer panels (AI consumers) to test products, packaging and ads.

   • Brox AI · founded: not verified · HQ: not verified · owner: not verified

     Digital twins of 60,000 consented real people that clients can survey and run experiments on.

   • Deepsona · 2025 · London, United Kingdom · owner: not verified

     Builds synthetic audiences to test concepts, pricing and positioning before launch.

   • Delve AI · 2019 · San Francisco, United States · owner: not verified

     Generates marketing personas and customer digital twins from web and analytics data.

   • Electric Twin · 2023 · London, United Kingdom · owner: not verified

     Synthetic audience platform that models how groups of people respond, built from client survey and interview data.

   • Evidenza · 2024 · HQ: not verified · owner: not verified

     Synthetic B2B research platform that surveys AI copies of buyers, offered as managed service or self-serve.

   • Expected Parrot · founded: not verified · Cambridge, United States · owner: not verified

     Tools and open-source library (EDSL) for running surveys and experiments with AI agents alongside human respondents.

   • Fairgen · 2021 · Tel Aviv, Israel · owner: not verified

     Generates synthetic survey responses to boost small sample segments, now also offers digital-twin audiences.

   • Intellisia · 2025 · South Korea · owner: not verified

     Korean startup whose TheSurvey.ai uses synthetic consumers to answer surveys and interviews; ParaStore simulates shoppers.

   • Lakmoos · 2023 · Brno, Czech Republic · owner: not verified

     Czech startup offering AI respondents for surveys and interviews, using a neuro-symbolic approach.

   • Minds · founded: not verified · Berlin, Germany · owner: not verified

     Platform of reusable synthetic audiences for concept, message and survey studies, priced per response.

   • Native AI · 2019 · New York, United States · owner: not verified

     Builds digital twins of a brand's target consumers for always-on market intelligence.

   • Panoplai · 2021 · New York, United States · owner: not verified

     Research platform combining survey collection, synthetic data enrichment and chat-with-audience digital twins.

   • Simile · 2025 · Palo Alto, United States · owner: not verified

     Builds simulations of human decision-making from interview and behavioral data, sold to enterprises for marketing and product tests.

   • Subconscious.ai · 2022 · New York, United States · owner: not verified

     Market simulation tool where simulated buyers choose between a company's offer, a competitor's, or nothing.

   • SYMAR · 2023 · Brno, Czech Republic · owner: not verified

     Synthetic respondent platform for surveys, interviews and focus groups, run by Brno-based OpinioAI International s.r.o.

   • Synthetic Users · founded: not verified · HQ: not verified · owner: not verified

     Runs interviews and surveys with AI-generated users in place of recruited participants.

   • Uxia · 2025 · Barcelona, Spain · owner: not verified

     Runs usability tests and AI-moderated interviews with synthetic testers, human testers, or both.

   • Yabble · founded: not verified · Auckland, New Zealand · owned by YouGov152

     Generative AI research tools including virtual audiences (synthetic respondents) and text analysis; owned by YouGov.

     • Aug 2024Acquired by YouGov152

5. Plate 05

   16

   vendors

   Analytics and repositories

   Research repositories, insight management, verbatim and text analytics, tabulation.

   2 of 16 with a verified owner, 1 with at least one sourced ownership event since 2015. Owners present: Auros, Voxpopme.

   • Caplena · 2017 · Zurich, Switzerland · owner: not verified

     AI tool for coding open-ended survey responses.

   • Chattermill · 2015 · London, United Kingdom · owner: not verified

     Customer feedback analytics platform based in London.

   • Condens · founded: not verified · Munich, Germany · owner: not verified

     UX research repository and AI analysis platform.

   • Displayr · 2003 · Sydney, Australia · owner: not verified

     Survey data analysis, tabulation and reporting software for researchers.

   • Dovetail · 2017 · Sydney, Australia · owner: not verified

     Customer research repository and analysis platform with AI summaries.

   • EnjoyHQabsorbed · 2015 · HQ: not verified · owned by Auros197

     Research repository now sold as EHQ within the UserTesting family (Auros).

   • Enterpret · 2020 · San Francisco, United States · owner: not verified

     Customer feedback analytics platform.

   • HubUXabsorbed · founded: not verified · HQ: not verified · owned by Voxpopme139

     Research operations platform for recruiting participants and analysing video, acquired by Voxpopme.

     • Oct 2022Acquired by Voxpopme139

   • i-Genie · 2021 · Roswell, Georgia, United States · owner: not verified

     AI consumer insights platform built on large-scale digital consumer data, with an agentic Q&A layer called Presto.

   • Kapiche · 2016 · Brisbane, Australia · owner: not verified

     Feedback and verbatim analytics platform describing itself as the top feedback analytics platform in Australia.

   • Lumivero · 2022 · Denver, United States · owner: not verified

     Software maker behind NVivo, ATLAS.ti and XLSTAT for qualitative and statistical analysis.

   • Market Logic · 2006 · Berlin, Germany · owner: not verified

     Insight management software for large research and insight teams.

   • Marvin · 2020 · Oakland, United States · owner: not verified

     Research repository and AI customer insights platform.

   • Stravito · 2017 · Stockholm, Sweden · owner: not verified

     Knowledge management platform that organizes market research for large consumer brands.

   • Thematic · 2015 · HQ: not verified · owner: not verified

     Feedback analytics software that finds themes in survey and support text.

   • Tracksuit · 2021 · Auckland, New Zealand · owner: not verified

     Brand tracking platform for ongoing awareness and consideration measurement.

6. Plate 06

   20

   vendors

   Syndicated data

   Measurement and tracking data sold to many clients: retail, purchase panels, audience, web.

   6 of 20 with a verified owner, 15 with at least one sourced ownership event since 2015. Owners present: Advaya Capital, Bain Capital, Evergreen Coast Capital, H.I.G. Capital, Numerator, Tesco.

   • Circana · 1966 · Chicago, United States · owner: not verified

     Retail sales and consumer purchase tracking company formed from IRI and The NPD Group.

     • Oct 2021Acquired by Hellman & Friedman32
     • Aug 2022Merged with IRI / The NPD Group33
     • Mar 2023Renamed IRI / The NPD Group34
     • Jan 2024Acquired Golf Datatech35
     • Apr 2024Restructured (Blackstone Strategic Partners / HarbourVest)36
     • Aug 2024Acquired NCSolutions and Nielsen Marketing Mix Modeling30

   • Comscore · 1999 · Reston, VA, United States · owner: not verified

     Listed cross-platform audience measurement and media data company.

     • Feb 2016Merged with Rentrak51
     • Dec 2021Acquired Shareablee51
     • May 2026Sold Advaya Capital51

   • dunnhumby · 1989 · London, United Kingdom · owned by Tesco40

     Retail and customer data science firm built on loyalty-card data, owned by Tesco.

     • Apr 2015Sold Kroger40
     • Jul 2018Sold PowerReviews40

   • Euromonitor International · 1972 · London, United Kingdom · owner: not verified

     London-based market data and analytics provider covering industries, consumers and countries.

   • Fifty5Blue · founded: not verified · London, United Kingdom · owned by H.I.G. Capital9

     Audience measurement and media data company (TV ratings, TGI), formerly Kantar Media.

     • Jan 2025Acquired by H.I.G. Capital7
     • Aug 2025Acquired by H.I.G. Capital9
     • Feb 2026Renamed H.I.G. Capital10

   • iSpot.tv · 2012 · United States · owner: not verified

     TV and streaming ad measurement and outcomes data company.

   • Mintel · 1972 · London, United Kingdom · owner: not verified

     London-based consumer and market intelligence publisher.

     • Jun 2025Acquired Black Swan Data46

   • Morning Consult · 2014 · Washington, DC, United States · owner: not verified

     Continuous survey and tracking data company covering brands, politics and the economy.

   • Nielsen · 1923 · New York, United States · owned by Evergreen Coast Capital28

     TV and cross-media audience measurement company (Nielsen Media, Gracenote), separate from NIQ since 2021.

     • Jan 2017Sold Stagwell29
     • Jan 2017Sold The NPD Group29
     • Dec 2019Sold Valence Media29
     • Mar 2021Sold Advent International21
     • Oct 2022Taken private by Evergreen Coast Capital (Elliott) and Brookfield Business Partners28
     • Aug 2024Sold Circana30
     • Aug 2026Acquired DoubleVerify31

   • NIQ · 1923 · Chicago, United States · owner: not verified

     Retail and consumer purchase measurement company (NielsenIQ plus GfK), listed on the NYSE as NIQ Global Intelligence plc.

     • 2021Acquired Rakuten Intelligence / Foxintelligence20
     • Mar 2021Acquired by Advent International21
     • Jul 2023Merged with GfK22
     • Jul 2025Listed on NYSE (ticker NIQ)23
     • Jul 2026Acquired Flywheel (China and Southeast Asia eCommerce business, YiMian)24
     • Sep 2026Acquired The U Group25

   • Numerator · founded: not verified · Chicago, United States · owned by Bain Capital8

     US and Canada shopper panel and purchase data company; also parent entity of the Worldpanel by Numerator business.

     • Jul 2021Acquired by Kantar2
     • Jan 2025Merged with Worldpanel by Numerator6

   • Placer.ai · 2016 · Los Altos, California, United States · owner: not verified

     Foot-traffic and location analytics platform for retail and real estate.

   • Rentrak · 1977 · Portland, OR, United States · owned by Advaya Capital51

     Box office and movie audience data business separated from Comscore in 2026 and owned by Advaya Capital.

     • May 2026Acquired by Advaya Capital51

   • Samba TV · 2008 · San Francisco, United States · owner: not verified

     Smart-TV viewing data and TV audience measurement company.

     • Dec 2018Acquired Screen652
     • Aug 2019Acquired Wove52
     • Jan 2023Sold MiQ52
     • Oct 2024Acquired Semasio52
     • Jun 2026Acquired Bestever AI53

   • Sensor Tower · 2013 · San Francisco, United States · owner: not verified

     Mobile app market intelligence provider, headquartered in San Francisco.

   • Similarweb · 2007 · Israel · owner: not verified

     Listed web and app traffic intelligence company.

     • 2021Acquired Embee54
     • May 2021Listed on NYSE54
     • Mar 2024Acquired Admetricks55
     • Jul 2024Acquired 42matters56
     • 2025Acquired The Search Monitor54

   • SPINS · 1995 · Chicago, United States · owner: not verified

     Natural, organic and specialty CPG retail sales data and product intelligence provider.

     • May 2025Acquired Lucky Labs57
     • Jun 2025Acquired Datasembly57
     • Jan 2026Acquired MikMak57

   • The U Group · founded: not verified · Australia · owner: not verified

     Australian owner of the ReceiptJar app, collecting consented receipt purchase data.

     • Sep 2026Acquired by NIQ25

   • Worldpanel by Numerator · founded: not verified · Chicago, United States · owned by Numerator8

     Household purchase panel data outside North America, formerly Kantar Worldpanel, now a brand of Numerator.

     • Jan 2025Merged with Numerator6
     • Jul 2025Renamed Numerator8

   • YouGov · 2000 · London, United Kingdom · owner: not verified

     Listed online polling and market research company with a large panel and syndicated data products.

     • Dec 2017Acquired Galaxy Research37
     • 2018Acquired SMG Insight37
     • Jan 2024Acquired GfK Consumer Panel Services (YouGov Shopper)38
     • Jan 2024Acquired KnowledgeHound37
     • Aug 2024Acquired Yabble37
     • Mar 2026Restructured (n/a (strategic review of Shopper division))39

7. Plate 07

   16

   vendors

   Full-service agencies

   Research agencies and consultancies that run studies end to end.

   9 of 16 with a verified owner, 13 with at least one sourced ownership event since 2015. Owners present: Bain Capital, Escalent, Ipsos, NIQ, STG, Stagwell, Trilantic Europe.

   • C Space · 1999 · Boston, United States · owned by Escalent41

     Boston-based customer-community and brand insights agency, part of Escalent since 2023.

     • Apr 2023Acquired by Escalent41

   • Escalent · founded: not verified · United States · owned by STG41

     US data analytics and advisory firm formed in 2018 from Market Strategies International and Morpace; owns C Space and Hall & Partners.

     • Jun 2018Acquired by STG42
     • Apr 2023Acquired C Space and Hall & Partners41
     • Apr 2023Acquired Hall & Partners41
     • Apr 2023Acquired C Space41

   • Forrester · 1983 · Cambridge, MA, United States · owner: not verified

     Listed technology and customer research and advisory firm.

     • Jan 2019Acquired SiriusDecisions45

   • GfK · 1934 · Nuremberg, Germany · owned by NIQ22

     German consumer and market research institute; now part of NIQ after its 2023 combination.

     • Mar 2017Majority investment from KKR (Acceleratio Capital)26
     • Jul 2018Sold Ipsos12
     • Jul 2023Sold YouGov27
     • Jul 2023Merged with NIQ22

   • Hall & Partners · 1992 · London, United Kingdom · owned by Escalent43

     London-origin brand and advertising research agency, part of Escalent since 2023.

     • Apr 2023Acquired by Escalent41

   • Human8 · 1997 · Ghent, Belgium · owner: not verified

     Global consumer insight and brand consultancy formed by combining about 10 research and creative firms.

   • infasabsorbed · 1959 · Bonn, Germany · owned by Ipsos19

     German social and market research institute (Bonn), formerly Frankfurt-listed, now Ipsos infas.

     • Jan 2025Acquired by Ipsos14

   • Ipsos · 1975 · Paris, France · owner: not verified

     Listed full-service market research group covering surveys, polling, brand tracking and audience measurement.

     • Jul 2018Acquired GfK (four custom research divisions)12
     • Oct 2018Acquired Synthesio13
     • 2021Acquired Karian and Box13
     • Feb 2023Acquired Xperiti13
     • Jan 2025Acquired infas14
     • Feb 2025Acquired Ipec15
     • Jun 2025Acquired The BVA Family16
     • Jan 2026Acquired Seventh Decimal17
     • Feb 2026Sold Direct Investments JSC18

   • Kantar · 1992 · London, United Kingdom · owned by Bain Capital1

     Brand, media-effectiveness and consumer insights consultancy; the remaining Kantar Group after its 2022-2025 divestments.

     • Jul 2019Majority investment from Bain Capital Private Equity1
     • Jul 2021Acquired Numerator2
     • May 2022Acquired Qmee3
     • May 2022Sold Verian4
     • Jun 2023Sold M3 Global Research5
     • Nov 2023Sold MediaRadar5
     • Jan 2025Merged with Numerator6
     • Jan 2025Sold Fifty5Blue7

   • Material · founded: not verified · HQ: not verified · owner: not verified

     Consumer insights consulting and marketing agency that grew from Lieberman Research Worldwide through acquisitions.

   • Opinium · 2007 · London, United Kingdom · owner: not verified

     Independent UK research and polling agency with offices in London and New York.

   • Savanta · 2003 · London, United Kingdom · owner: not verified

     UK-based market research and consultancy group that absorbed ComRes, MSI, YouthSight and other brands.

     • 2019Renamed Savanta44
     • 2022Renamed Savanta (self)44

   • Stagwell · 2015 · United States · owner: not verified

     Listed marketing and communications group that owns The Harris Poll and HarrisX.

     • Jan 2017Acquired The Harris Poll29
     • Aug 2021Merged with MDC Partners49
     • Oct 2022Acquired Maru Group50

   • The BVA Familyabsorbed · 1970 · France · owned by Ipsos16

     French-headquartered research and behavioural science group (BVA, Doxa, BDRC, PRS IN VIVO), now part of Ipsos.

     • Jun 2025Acquired by Ipsos16

   • The Harris Poll · 1956 · United States · owned by Stagwell48

     Polling and market research brand owned by Stagwell, also operating as Harris Insights & Analytics.

     • Jan 2017Acquired by Stagwell29

   • Verian · 2016 · United Kingdom · owned by Trilantic Europe11

     Research, evaluation and communications agency for governments and public sector; formerly Kantar Public.

     • May 2022Acquired by Trilantic Europe4
     • Nov 2023Renamed Trilantic Europe11

8. Plate 08

   25

   vendors

   Social listening

   Consumer intelligence from public web and social data.

   15 of 25 with a verified owner, 21 with at least one sourced ownership event since 2015. Owners present: Agorapulse, Brandwatch, Cision, Hootsuite, IgniteTech, Ipsos, Marlin Equity Partners, Meltwater, Mintel, Onclusive, Platinum Equity, Pulsar Group plc, Semrush, Sprout Social.

   • Awario · 2015 · Cyprus · owner: not verified

     Social listening and web monitoring tool from the team behind SEO PowerSuite.

   • Black Swan Data · 2011 · London, United Kingdom · owned by Mintel46

     London AI company that predicts consumer trends from social media conversations, now part of Mintel.

     • Jun 2025Acquired by Mintel46

   • Brand24 · 2011 · Wroclaw, Poland · owned by Semrush190

     Polish social and web media monitoring tool listed on the Warsaw exchange.

     • May 2024Majority investment from Semrush (via Prowly)190

   • Brandwatch · 2007 · Brighton, United Kingdom · owned by Cision164

     Social listening and consumer intelligence platform; owned by Cision.

     • Oct 2017Acquired BuzzSumo165
     • Oct 2018Merged with Crimson Hexagon166
     • Feb 2021Acquired by Cision167

   • Cision · 1867 · Chicago, United States · owned by Platinum Equity168

     PR and media monitoring software company that owns Brandwatch and PR Newswire.

     • Jan 2020Taken private by Platinum Equity168
     • Jun 2021Acquired Brandwatch164
     • Apr 2025Restructured (Lenders)169

   • Crimson Hexagonabsorbed · 2007 · Boston, United States · owned by Brandwatch166

     Boston social analytics firm that merged into Brandwatch in 2018.

     • Oct 2018Merged with Brandwatch166

   • Determ · 2014 · Zagreb, Croatia · owner: not verified

     Media and social monitoring tool from Croatia, formerly Mediatoolkit.

     • 2023Renamed Mediatoolkit194

   • Emplifi · 2008 · Columbus, United States · owner: not verified

     Social media marketing, analytics and customer care platform formed from Socialbakers and Astute.

     • Sep 2020Acquired by Astute188
     • Jun 2021Renamed Astute / Socialbakers189

   • Hootsuite · 2008 · Vancouver, Canada · owner: not verified

     Social media management platform; owns Talkwalker listening and analytics.

     • Apr 2024Acquired Talkwalker172

   • Infegy · founded: not verified · Kansas City, Missouri, United States · owner: not verified

     Social listening and consumer insights platform (Starscape, Atlas, API).

   • Khoros · 2019 · Austin, United States · owned by IgniteTech193

     Social media management and customer care platform, owned by IgniteTech.

     • Mar 2019Merged with Spredfast / Lithium Technologies193
     • May 2025Acquired by IgniteTech193

   • Linkfluenceabsorbed · 2006 · France · owned by Meltwater176

     French social intelligence company acquired by Meltwater in 2021.

     • Mar 2021Acquired by Meltwater176

   • Meltwater · 2001 · San Francisco, United States · owned by Marlin Equity Partners173

     Media monitoring and social listening software company.

     • Apr 2018Acquired Sysomos174
     • Dec 2020Listed on Euronext Growth Oslo175
     • Mar 2021Acquired Linkfluence176
     • Aug 2023Taken private by MW Investment B.V. (Marlin Equity Partners and Altor)173

   • Mention · 2012 · Paris, France · owned by Agorapulse191

     Web and social media monitoring tool, now branded Mention by Agorapulse.

     • Aug 2018Acquired by Mynewsdesk192
     • May 2025Acquired by Agorapulse191

   • NetBase Quid · 2004 · United States · owner: not verified

     Social listening and text analytics company formed by the merger of NetBase and Quid.

     • Jan 2020Merged with Quid Inc. / NetBase Solutions181
     • Dec 2021Acquired Rival IQ182

   • NewsWhipabsorbed · 2011 · Ireland · owned by Sprout Social180

     Irish media and social content intelligence company acquired by Sprout Social.

     • Jul 2025Acquired by Sprout Social180

   • Onclusive Social · 1998 · France · owned by Onclusive186

     Social listening tool formerly sold as Digimind; part of Onclusive.

     • Jul 2022Acquired by Onclusive186
     • Oct 2024Renamed Onclusive187

   • Pulsar · 2013 · United Kingdom · owned by Pulsar Group plc183

     Audience intelligence and social listening platform owned by Pulsar Group plc.

     • Oct 2019Acquired by Access Intelligence plc (now Pulsar Group plc)184

   • Sprinklr · 2009 · New York, United States · owner: not verified

     Enterprise customer experience platform with social listening and publishing.

     • Jun 2021Listed on NYSE (CXM)177

   • Sprout Social · 2010 · Chicago, United States · owner: not verified

     Social media management and listening software company.

     • Dec 2019Listed on Nasdaq (SPT)178
     • Jan 2023Acquired Repustate179
     • Aug 2023Acquired Tagger Media179
     • Jul 2025Acquired NewsWhip180

   • Synthesio · 2006 · Paris, France · owned by Ipsos185

     Social listening platform owned by Ipsos.

     • Oct 2018Acquired by Ipsos185

   • Sysomosabsorbed · 2007 · Toronto, Canada · owned by Meltwater174

     Social analytics platform acquired by Meltwater in 2018.

     • Apr 2018Acquired by Meltwater174

   • Talkwalker · 2009 · Luxembourg · owned by Hootsuite170

     Social listening and analytics platform from Luxembourg, now part of Hootsuite.

     • 2018Acquired by Marlin Equity Partners171
     • Apr 2024Acquired by Hootsuite172

   • YouScan · 2009 · Kyiv, Ukraine · owner: not verified

     Social listening and image recognition platform; offices in New York, Mexico City, Limassol and Warsaw.

   • Zignal Labs · 2011 · San Francisco, United States · owner: not verified

     Media and social intelligence platform; now positions itself for national security and government use.

9. Plate 09

   29

   vendors

   Product and UX research

   Usability testing, user research platforms, behaviour analytics.

   11 of 29 with a verified owner, 15 with at least one sourced ownership event since 2015. Owners present: Auros, Cisco, Contentsquare, Microsoft, Offspring Capital, Pioneer Capital, QuestionPro, Thoma Bravo.

   • Askable · 2017 · Brisbane, Australia · owner: not verified

     Participant recruitment and research management platform for UX and market research.

   • Auros · 2007 · United States · owned by Thoma Bravo198

     Parent company of the UserTesting and User Interviews products; remote user testing, participant network and AI evaluation.

     • Oct 2022Taken private by Thoma Bravo and Sunstone Partners199
     • Jan 2023Taken private by Thoma Bravo and Sunstone Partners199
     • Apr 2023Merged with UserZoom200
     • Jan 2026Acquired User Interviews201
     • Sep 2026Renamed202

   • Clicktaleabsorbed · 2006 · Israel · owned by Contentsquare209

     Experience analytics (session replay, heatmaps) vendor bought by Contentsquare in 2019.

     • Jul 2019Acquired by Contentsquare212

   • Contentsquare · 2012 · Paris, France · owner: not verified

     Digital experience analytics (session replay, heatmaps, journey and product analytics) for enterprise sites and apps.

     • Jul 2019Acquired Clicktale209
     • Sep 2021Acquired Hotjar208
     • Dec 2023Acquired Heap210
     • Oct 2025Acquired Loris AI211

   • Crazy Egg · 2006 · La Mirada, California, United States · owner: not verified

     Heatmap and website visitor recording tool for marketers.

   • Ethnio · 2007 · Pasadena, United States · owner: not verified

     Participant recruitment and research CRM for user researchers.

   • FullStory · 2014 · Atlanta, United States · owner: not verified

     Digital experience analytics: session replay, heatmaps and behavior data with AI summaries.

     • Nov 2025Acquired Usetiful213

   • Great Question · 2021 · San Francisco, United States · owner: not verified

     Research platform for recruiting participants, running interviews and analysing results across product and marketing teams.

   • Heapabsorbed · 2013 · United States · owned by Contentsquare210

     Product analytics platform that auto-captures user events; now part of Contentsquare.

     • Dec 2023Acquired by Contentsquare210

   • Hotjarabsorbed · 2014 · Malta · owned by Contentsquare207

     Heatmaps, session recordings and on-site surveys for small and mid-size websites; now sold inside Contentsquare.

     • Sep 2021Acquired by Contentsquare208
     • Jul 2025Restructured (Contentsquare)207

   • Lookback · 2013 · United States · owner: not verified

     Live and self-guided user interview and usability testing software with session recording.

     • Mar 2015Acquired QuickCast (Reissued)216

   • Loop11 · 2009 · Melbourne, Australia · owner: not verified

     Self-serve browser-based usability testing tool.

   • Lyssna · 2008 · Melbourne, Australia · owner: not verified

     Remote usability and preference testing platform with its own participant panel.

     • Oct 2023Renamed206

   • Maze · 2018 · HQ: not verified · owner: not verified

     Product research platform for unmoderated usability tests, interviews and surveys, aimed at product teams.

   • Microsoft Clarity · founded: not verified · United States · owned by Microsoft

     Free session replay and heatmap tool run by Microsoft.

   • Mouseflow · 2009 · Copenhagen, Denmark · owned by Offspring Capital224

     Session replay, heatmaps and funnels for websites, based in Copenhagen.

     • Oct 2018Acquired by Offspring Capital224

   • Optimal Workshop · 2007 · Wellington, New Zealand · owned by Pioneer Capital214

     UX research tools for card sorting, tree testing, first-click tests and interview analysis.

     • Sep 2015Acquired ConceptCodify215
     • Mar 2022Majority investment from Pioneer Capital214

   • PlaybookUX · 2018 · New York, United States · owner: not verified

     Moderated and unmoderated user testing platform with panel recruitment and AI transcripts.

   • Smartlookabsorbed · 2016 · Brno, Czech Republic · owned by Cisco223

     Session recording, heatmaps and event analytics for web and mobile; part of Cisco AppDynamics.

     • Jun 2023Acquired by Cisco223

   • Sprig · 2018 · San Francisco, United States · owner: not verified

     In-product surveys and user feedback tool tied to product analytics events.

     • Aug 2021Renamed218

   • Trymata · founded: not verified · Salt Lake City, United States · owned by QuestionPro220

     Remote usability testing and product analytics, folded into QuestionPro's UX offering in 2026.

     • 2022Acquired Stitchology.ai221
     • Oct 2022Renamed221
     • Feb 2026Merged with QuestionPro220

   • Useberry · 2018 · Athens, Greece · owner: not verified

     Unmoderated usability testing platform that works from design prototypes.

   • Userbrain · founded: not verified · Graz, Austria · owner: not verified

     Subscription remote usability testing service with a tester panel.

   • Userfeel · 2010 · London, United Kingdom · owner: not verified

     Remote usability testing with a tester panel, run by a Greek-origin team.

   • Userlytics · 2009 · Miami, United States · owner: not verified

     Moderated and unmoderated user testing platform with a global participant panel and AI analysis.

   • UserZoomabsorbed · 2007 · San Jose, California, United States · owned by Auros198

     UX research platform (unmoderated testing, surveys, card sort) merged into UserTesting in 2023.

     • Jun 2019Acquired Validately203
     • Apr 2022Majority investment from Thoma Bravo204
     • Apr 2023Merged with UserTesting200

   • UXtweak · 2019 · Bratislava, Slovakia · owner: not verified

     All-in-one UX research tool: usability tests, card sorting, tree testing, session recording and surveys.

   • Validatelyabsorbed · 2013 · New York, United States · owned by Auros198

     Moderated and unmoderated user research tool; bought by UserZoom in 2019 and later folded into UserTesting.

     • Jun 2019Acquired by UserZoom203

   • Wynter · 2020 · Austin, Texas, United States · owner: not verified

     B2B message and copy testing using a panel of verified business professionals.