MSI

What MSI does

MSI-ACI Europe BV (operating as MSI) is a privately held international market research agency founded in 2005 by André and Rodney and headquartered in Schiphol, Netherlands, with regional offices in London and Belgrade. The company provides tailor-made market research services to enterprise clients, media agencies, academic institutions, and SMBs across more than 70 countries, claiming 18,000+ projects completed and 16M+ interviews conducted over its 20+ year history. Its client base spans healthcare (Boehringer Ingelheim, Galderma), retail/consumer (TUI, SignatureFoods), banking (SNS Bank), nonprofit (Alzheimer Nederland, Natuurmonumenten), and 60+ universities including University of Cambridge, NYU, and Australian National University.

MSI's product portfolio combines a custom research services core with a growing suite of productized offerings: MSI-Direct (self-service research with 48-hour PDF turnaround), Omnibuzzer (weekly multi-client syndicated research), the AI Barometer (quarterly tracking of Dutch AI sentiment among 1,000+ respondents), My-Habitz (mobile app for passive consumer data measurement with AI-targeted micro-surveys), and the Africa Business Panel (proprietary B2B panel of 18,000 African decision-makers). The technology stack combines multi-vendor panel infrastructure (Dynata, Panel Inzicht, Toluna, PlanetPanel), passive mobile data collection, and AI-driven survey targeting, with GDPR-compliant data handling.

The business model is hybrid: quote-based professional services for bespoke projects, transaction/recurring fees for self-service products, and data monetization via My-Habitz. Distribution is sales-led through a consulting team (with quote responses promised within 2 hours during business hours), complemented by self-service digital channels for SMB/mid-market buyers and direct outreach for university partnerships. The company is bootstrapped, with no external funding rounds or parent company identified.

Name

MSI

Legal name

MSI-ACI Europe BV

Website

https://site.msi-aci.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

MSI-ACI Europe is a Netherlands-based international market research agency founded in 2005 with offices in London and Belgrade. It delivers custom research, self-service tools, and proprietary products (AI Barometer, Africa Business Panel) to enterprises, agencies, universities, and SMBs across 70+ countries.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910)

akta.pro primary industry

Competitive Intelligence & Benchmarking (BPAHALAB)

Keywords

• Market research services
• Consumer insights research
• Survey panel access
• Brand tracking studies
• Concept testing research

Headquarters

HQ city

Schiphol

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Custom Market Research Services: Tailor-made market research projects for clients ranging from brand tracker studies to concept tests. Projects vary in scope from quick tests to strategic custom research, conducted internationally across 70+ countries.
2. MSI-Direct Self-Service Research: Self-service research tool where clients can directly test propositions, concepts, advertising, and packaging. Delivers results within 48 hours in PDF format with conclusions included.
3. Omnibuzzer Multi-Client Research: Weekly multi-client research platform offering low-cost access to representative samples for customized questions, with results delivered within one week.
4. University Research Partnerships: Research services for academic institutions, supporting studies on AI, sustainability, biodiversity, technology, and societal challenges. Collaboration with 60+ universities globally.
5. My-Habitz Passive Data Collection: Passive consumer data measurement app offering consumer profiling and AI-targeted surveys, with consumers having option to monetize their data.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

MSI-ACI Europe is an international market research agency that delivers tailor-made consumer and B2B research across 70+ countries, including brand trackers, concept tests, advertising and packaging evaluations, and strategic custom studies. Beyond full-service research projects, the company operates proprietary research products such as the AI Barometer (quarterly AI sentiment tracker in the Netherlands), the Africa Business Panel (18,000 decision-makers), the Omnibuzzer weekly multi-client platform, the MSI Direct self-service tool with 48-hour turnaround, and the My-Habitz passive data collection mobile app.

Product overview

MSI-ACI Europe is an international market research agency offering a portfolio of research products and services. The core offering consists of tailor-made market research projects complemented by specialized products: AI Barometer (quarterly AI sentiment tracking in the Netherlands), Africa Business Panel (proprietary B2B panel with 18,000 decision-makers), Omnibuzzer (weekly multi-client research), MSI Direct (self-service research with 48-hour turnaround), My-Habitz (passive data measurement app using AI), and University research partnerships. The company also provides consultancy services for personalized research guidance.

Differentiator

Problem solved

Functional benefit

Brands

• AI Barometer: Periodic report tracking AI sentiment and usage in the Netherlands, with quarterly reporting and 1000+ respondents per measurement.
• Omnibuzzer
• My-Habitz
• Africa Business Panel
• MSI Direct

Products and services

• Custom Market Research Tailor-made international market research services including brand tracking, concept testing, target group selection, survey design, fieldwork, reporting, and presentation, conducted across 70+ countries for enterprise and agency clients.
• AI Barometer Quarterly report tracking AI sentiment, usage, and trends among Dutch consumers with 1,000+ respondents per measurement aged 18+, including trust metrics, adoption rates, and generational differences.
• Africa Business Panel MSI-ACI's proprietary B2B research panel specifically for African markets with 18,000 active decision-maker members, positioned as the largest B2B panel of its kind in Africa.
• Omnibuzzer Weekly multi-client research platform allowing users to question a representative sample at low cost with customized questions, delivering results within one week.
• MSI Direct Self-service research tool enabling quick testing of propositions, concepts, advertising, and packaging, with PDF report results delivered within 48 hours including conclusions.
• My-Habitz Mobile app for passive consumer data measurement that builds consumer profiles to eliminate repetitive survey questions, sending short AI-targeted surveys activated by location or phone activities, with GDPR compliance and consumer data control.
• University Research Services Collaborative research services for academic institutions covering topics such as AI, sustainability, biodiversity, and technology, delivered across 60+ universities worldwide.
• Research Consultancy Services Personal consulting services providing tailored research guidance, help with target group selection, planning adjustments, and project support from MSI-ACI's market research experts.

Quantifiable outcome

• 65% of Dutch people use AI in daily life (AI Barometer finding)
• +2 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core.

• DynatacoreOthersPanel provider that supplies survey respondents to MSI-ACI. Users have registered with Dynata and given specific consent for MSI-ACI to install cookies and track their browsing behavior to analyze campaign effectiveness.
• Panel InzichtcoreOthersPanel provider supplying respondents for market research surveys. Operates under the same consent framework as other panel providers affiliated with MSI-ACI.
• TolunacoreOthersPanel provider supplying survey respondents. Part of MSI-ACI's panel provider network for collecting consumer data and survey responses.
• PlanetPanelcoreOthersPanel provider affiliated with MSI-ACI for survey respondent recruitment and data collection. Respondents have given consent for cookie installation and data processing.
• Africa Business PanelcoreStrategic or Co-development PartnerMSI-ACI's own B2B panel specifically for African markets, with 18,000 decision-makers as active panel members, making it the largest panel of its kind in Africa.

Scale indicators6 records

Recent moves2 records

Expansion highlights6 records

Emerging players

• Prolific: Online participant pool for academic and commercial research with strong self-service tooling and rapid recruitment. Overlaps with MSI-ACI's academic and SMB research segments, particularly where fast, verified respondent recruitment matters.
• FieldworkHub: Qualitative research recruitment and fieldwork platform serving agencies and brands. Comparable as an adjacent recruitment and fieldwork enabler, with partial overlap to MSI-ACI's qualitative and custom research delivery.

Broad incumbents

• NielsenIQ: Global consumer intelligence company combining panel-based retail measurement with consumer research. Comparable in operating model and panel-driven methodology, though focused on FMCG/retail measurement at much greater scale.
• GfK: Global market intelligence firm with strong consumer and shopper research practices across Europe. Direct overlap in custom consumer research, brand tracking, and international fieldwork delivery.
• Ipsos: Global market research leader operating across 90+ markets with full-service custom research, syndicated products, and consumer panels. Comparable as a direct competitor for enterprise custom research work, though substantially larger and more diversified than MSI-ACI.
• Kantar: One of the world's largest market research and insights firms with deep presence in brand tracking, consumer panels, and advertising effectiveness. Overlaps with MSI-ACI's brand tracking, concept testing, and advertising research offerings.

Direct peers

• Toluna: Global online panel and consumer research company serving enterprise research buyers. Comparable as both a panel provider (Toluna is one of MSI-ACI's panel suppliers) and as a competitor for online survey-based custom research.
• Attest: Tech-enabled consumer research platform offering self-service brand and concept testing with rapid turnaround for SMB and mid-market clients. Closely comparable to MSI-Direct and Omnibuzzer in targeting speed-sensitive, smaller-budget buyers.

Regional players

• Norstat: European data collection and market research company with strong Nordic and DACH presence. Comparable in custom research delivery and panel infrastructure, though focused on Northern Europe rather than Benelux.
• Blauw Research: Dutch market research agency offering custom consumer and B2B research, with strong Netherlands-focused brand tracking and concept testing practices. Closely comparable in geography, customer base, and core methodology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInnl.linkedin.com/company/msi-aci
• Xx.com/MsiAci
• Facebookfacebook.com/310048392468545

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MSI