What FlexMR does

FlexMR is a UK-based market research technology and services firm operating under the legal entity FlexMR Limited, headquartered in Milnthorpe, Cumbria. The company positions itself as "The Insights Empowerment Company" and addresses three pressures facing modern insight teams — efficiency, reach, and influence — through its proprietary Insights Empowerment Framework and Customer Salience methodology.

At the core of the offering is InsightHub, a cloud-based, end-to-end market research platform that FlexMR claims was the first in the industry to integrate qualitative and quantitative research tools in a single custom-branded environment. The platform comprises three tool suites: Research Tools (SurveyMR 2.0, Question BoardMR, Live ChatMR, SmartboardMR, InterviewMR, TaskMR, External Task), Analysis Tools (NumbersMR, VideoMR, TextMR, ActivateMR), and Community Tools (ScrapbookMR, Forums, Quick Polls, Open Polls, Blog, News). The platform supports 60+ languages, unlimited concurrent projects, all-device access, and integrates multiple sample sources. AI-powered features include PromptAI for AI-assisted survey creation and TextMR for automated qualitative coding. The platform holds ISO 27001, Cyber Essentials Plus, and GDPR compliance certifications.

FlexMR operates a hybrid revenue model combining SaaS-style InsightHub subscriptions with itemised professional/consultative services and fully managed insight delivery projects. The go-to-market is predominantly direct enterprise field sales targeting research, product, and marketing decision-makers at global enterprise and mid-market brands, supplemented by a product-led growth motion (the free Camp InsightHub demo platform), an inside-sales demo flow, and agency/consultancy referral partnerships. Named clients include The Home Depot, Specsavers, Reckitt, Isagenix, Aegon, British Gas, The Coventry Building Society, Curo, iHeart Media, and the UK Health Security Agency. The company is founder-led, privately held with no disclosed external funding, and has grown a 200+ enterprise client base across FMCG, Retail, Financial Services, Media, Government, and Housing verticals over its 20+ year operating history.

Name

FlexMR

Legal name

FlexMR Limited

Website

https://flexmr.net

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Market Research Technology

NAICS

Marketing Research and Public Opinion Polling (541910), Computer Systems Design and Related Services (5415), Other Management Consulting Services (541618)

SIC

Services-Prepackaged Software (7372), Services-Management Consulting Services (8742), Services-Management Services (8741)

akta.pro primary industry

Industry & Sector Research (Syndicated/Custom) (BPAHALAE)

akta.pro secondary industry

Data, Analytics & AI Consulting (BPAHAEAF)

Keywords

• Market research platform
• Insights empowerment
• Online qualitative research
• Customer insight software
• Research community platform

Headquarters

HQ city

Milnthorpe

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. InsightHub Platform Subscription: SaaS-style access to the InsightHub platform providing research, analysis, and activation tools. The platform is flexible and customisable to client requirements, supporting multiple concurrent projects. Pricing is tailored to client scope and usage.
2. Professional & Consultative Services: Flexible service model offering itemised services including dedicated platform support, research education, in-depth consulting, project implementation, and fully managed insight delivery projects. Services can be mixed and matched per client needs.
3. Managed Services & Insight Delivery: Full-service research delivery where FlexMR manages projects end-to-end on behalf of clients, from research planning through to result delivery, using internal tools, platform, and services without external outsourcing.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

FlexMR sells the InsightHub platform, a cloud-based, end-to-end market research software that integrates qualitative and quantitative research tools in a single customisable environment supporting 60+ languages, unlimited concurrent projects, and centralised surveys, long-term communities, dedicated panels, and short-term projects. The platform is paired with itemised professional services — Expert Services, Insight Delivery, Consultative Services, and Support & Education — allowing clients to mix self-serve, hybrid, or fully managed research delivery.

Product overview

FlexMR operates as The Insights Empowerment Company, offering the InsightHub platform as its core product along with a comprehensive suite of research tools organized into three categories: Research Tools (SurveyMR 2.0, Question BoardMR, TaskMR, SmartboardMR, InterviewMR, Live ChatMR, External Task), Analysis Tools (NumbersMR, VideoMR, TextMR, ActivateMR), and Community Tools (ScrapbookMR, Quick Polls, Open Polls, Forums, Blog, News). The platform is complemented by supporting services including Expert Services, Insight Delivery, Consultative Services, and Support & Education. Key feature additions include PromptAI for AI-powered surveys and Close Connections for stakeholder-customer engagement programmes. The platform is available via a SaaS model with options for self-service, managed service, or hybrid approaches.

Differentiator

Problem solved

Functional benefit

Brands

• InsightHub: The award-winning agile research platform that empowers global brands to streamline, scale and supercharge customer insight, bringing powerful research, analysis and activation tools together in an end-to-end insights engine.
• MRX Lab
• Camp InsightHub
• Insight as Art

Products and services

• InsightHub Cloud-based, end-to-end market research platform integrating qualitative and quantitative research tools in a single customisable environment for enterprise research, product, and marketing teams. Supports 60+ languages, multiple sample sources, all-device accessibility, unlimited concurrent projects, centrally hosted surveys, long-term communities, dedicated panels, and short-term projects.
• Camp InsightHub Free, open-access interactive demo platform allowing prospects to explore the InsightHub platform features in a guided adventure-themed environment before committing to a sales conversation. Supports bottom-of-funnel conversion for SMB and individual researchers.
• Close Connections Programme Programme that brings stakeholders and customers together for candid, human conversations to build customer closeness and inform real-time decision making; available in survey and video formats.
• Expert Services Comprehensive range of supporting services including platform support, research education, in-depth consulting, project implementation, and fully managed insight delivery projects that can be mixed and matched per client needs.
• Insight Delivery Services Fully managed research delivery where FlexMR manages projects end-to-end on behalf of clients, from research planning through to result delivery, using internal tools, platform, and services without external outsourcing.
• Consultative Services Strategic consulting services helping research teams expand reach, identify barriers, scale processes, and win new audiences.
• Support & Education Educational programmes and platform support services helping clients maximise their use of InsightHub and develop internal research capabilities.

Quantifiable outcome

• 2.1 million+ survey responses collected on InsightHub, informing critical client decisions
• +3 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature10 records

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• Lancaster UniversitycoreStrategic or Co-development Partner · 1 January 2024FlexMR entered into a partnership with Lancaster University to fund doctoral research on Customer Salience. This academic collaboration supports FlexMR's proprietary Customer Salience framework and provides research depth for its thought leadership and product development.
• UK Health Security Agency (UKHSA)coreStrategic or Co-development PartnerFlexMR and UKHSA collaborated on a research programme including the Peoples' Pulse Panel (a continuous public health insight panel) and co-authored an LLM capability study published in the International Journal of Market Research (IJMR).
• Aegon Centre for Behavioural ResearchcoreStrategic or Co-development PartnerFlexMR and the Aegon Centre for Behavioural Research co-published research in the International Journal of Market Research, exploring new methodologies in behavioural and insight research.
• British GasmajorStrategic or Co-development PartnerBritish Gas is a key client and strategic partner of FlexMR. Representatives from both companies co-present at industry events (e.g., MRS B2B Conference 2025) on customer salience and insight-driven decision making.
• Market Research Society (MRS)coreGTM or Marketing PartnerFlexMR is an MRS Company Partner and actively sponsors and speaks at MRS conferences and events including MRS Annual Conference, MRS Financial Services, MRS B2B, and MRS Client Conference. The company has committed to MRS Net Zero Pledge and MRS Inclusion Pledge.
• AURA (Research Community)minorGTM or Marketing PartnerFlexMR participates in and sponsors AURA events including Constellations of Insight Masterclass and has signed the AURA Working Well Together Charter. FlexMR researchers have won and been shortlisted for multiple AURA Awards.
• ESOMARcoreGTM or Marketing PartnerFlexMR CEO Paul Hudson stood as a candidate for ESOMAR Council 2023, chairs IIEX North America tracks, and presents regularly at ESOMAR Congress on topics including AI, customer salience, and research technology.
• Thought Studio Limited t/a The Creative BranchcoreTechnology or IntegrationFlexMR's personal information and website data is stored on secure servers managed by Thought Studio Limited t/a The Creative Branch, indicating an ongoing technology/infrastructure partnership for data hosting.
• Quirk'sminorGTM or Marketing PartnerFlexMR sponsors and presents at Quirk's London events (2024, 2025, 2026). Danny Russell has presented on the influence of insight at Quirk's London, supporting brand visibility among US and European market research buyers.
• Keen as Mustard (Agency)minorStrategic or Co-development PartnerFlexMR co-authored an Insight Driven Manifesto with Keen as Mustard, working together to promote insight-driven cultures across the industry.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Qualtrics: Qualtrics is the dominant experience management and survey/research platform, serving enterprise research teams globally. It competes directly with FlexMR's InsightHub in the online survey and insight platform category but at vastly larger scale and with broader functionality.
• Medallia: Medallia is a leading enterprise experience management platform with text analytics and customer feedback capabilities. It overlaps with FlexMR's qualitative analysis, voice-of-customer, and stakeholder engagement offerings, though Medallia focuses on operational CX rather than market research.
• Dynata: Dynata is one of the world's largest first-party data and insights platforms, offering sample, panels, and research technology. It is a broad incumbent competing with FlexMR in panel access, survey infrastructure, and managed research services.
• Verint: Verint offers enterprise customer engagement analytics with text and voice analytics capabilities. While broader than FlexMR's focus, its customer insight and qualitative analysis capabilities overlap with FlexMR's TextMR and VideoMR tools.

Direct peers

• Forsta: Forsta (combining Confirmit and FocusVision) is a research technology platform offering surveys, video research, and community tools — directly comparable to FlexMR's InsightHub suite. Both serve enterprise insight teams with integrated qual/quant tooling.
• Zappi: Zappi is an agile consumer insights platform used by global brands for ad testing, concept testing, and innovation research. It is closely comparable to FlexMR's enterprise agile research model, particularly for FMCG/CPG clients.
• Suzy: Suzy is a consumer insights platform combining on-demand research with an integrated panel. It overlaps with FlexMR's agile research and panel management capabilities, particularly for enterprise brand and product teams.
• Toluna: Toluna is a global online panel and survey technology provider offering consumer research services and a SaaS platform. It competes with FlexMR's panel management, survey, and managed services offerings.
• Alida (formerly Vision Critical): Alida is an enterprise customer intelligence platform with deep community panel capabilities, closely aligned with FlexMR's InsightHub community, panel, and Voice of Customer offerings.

Emerging players

• Attest: Attest is a consumer research platform providing brand-tracking and market research via a self-serve SaaS model. It overlaps with FlexMR's agile research offering but focuses more heavily on self-serve SMB and growth-stage buyers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/_flexmr
• YouTubeyoutube.com/c/FlexmrNetOnlineResearch
• Facebookfacebook.com/flexmr
• LinkedInlinkedin.com/company/flexmr

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 FlexMR