What Norstat does

Norstat is a privately held European data collection provider for market research, founded in 1997 in Lillehammer, Norway and headquartered in Oslo. The company operates a closed, invite-only proprietary consumer panel of more than 14 million verified respondents across 45 countries, complemented by CATI operations with over 250 telephone stations and physical focus group venues in multiple European markets. Norstat delivers both quantitative and qualitative data collection methods — including online surveys, telephone interviews, personal interviews, focus groups, mystery shopping, and omnibus surveys — to a diversified base of market research firms, brands, media agencies, consultancies, and public-sector buyers, and reports 19,000+ projects and 9+ million interviews completed annually.

The product portfolio is anchored by Full Service (end-to-end project management) and Sample Only (panel access) core offerings, augmented by a growing set of digital products: Norstat Express for self-service rapid surveys, MyNorstat as a client workspace, Norstat Studio for AI-assisted summarization and reporting, Norstat Live for automated campaign testing, Norstat Dashboards for KPI visualization, Norstat WebUX for website feedback, and Norstat Integrated Service for API-based data enrichment. In 2025 the company launched Norstat Expert Network to address the B2B audience segment with multi-step verified professional respondents.

Norstat generates revenue through three primary motions: professional services (full-service data collection), recurring sample access subscriptions, and usage-based self-service pricing (pay-per-survey on Norstat Express, starting at 10 Euro). Go-to-market is hybrid: dedicated regional Managing Directors and field-sales project managers serve enterprise and mid-market clients across 22 country offices, while the self-service platform targets SMB and individual buyers. Distribution was extended in March 2026 through a channel partnership with TestingTime, and the same month the company acquired Czech-based National Sample to enter Central and Eastern European markets. Institutional backing is provided by growth-equity investor Verdane under the Norstat Group holding structure.

Name

Norstat

Legal name

Norstat

Website

https://norstat.co

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

251–500 employees

Short description

Norstat is a Norwegian-headquartered, privately held data collection provider for market research, operating proprietary consumer panels of 14 million+ respondents across 45 countries. It serves market research firms, brands, agencies, and public-sector buyers through full-service, sample-only, and self-service survey products.

Ownership category

akta.pro rank

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices16 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Full Service Data Collection: Comprehensive data collection services with project management, survey scripting, data collection, and delivery. Expert support throughout the entire process with flexible, tailored solutions.
2. Sample Only Access: Panel access for clients with in-house survey capabilities. Clients use their own tools while Norstat provides high-quality respondents and guidance. Integration with client analytics software.
3. Norstat Express Self-Service: Pay-per-survey model for rapid consumer insights. No subscription fee, free trial available. Price varies by respondent count and target audience specificity, starting at 10 Euro.
4. Norstat WebUX: Website user experience optimization through pop-up surveys. Provides insights into visitor behavior and satisfaction with industry-specific templates.
5. Integrated Data Services: Direct API access to consumer panels in 19 markets for combining survey data with existing knowledge bases. Automated insight generation with scalable integration.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Norstat is a European data collection provider for market research operating a proprietary closed, invite-only consumer panel network of over 14 million verified respondents across 45 countries. The company delivers quantitative and qualitative data collection services—including online surveys, CATI telephone interviews, face-to-face interviews, focus groups, and mystery shopping—through three primary delivery models: Full Service end-to-end project management, Sample Only panel access, and self-service platforms such as Norstat Express.

Product overview

Norstat is a data collection provider for market research offering a comprehensive suite of solutions across Europe and the Americas. The portfolio centers on Norstatpanel, a proprietary consumer panel of over 14 million respondents in 45 countries, supplemented by Full Service (end-to-end project support) and Sample Only (panel access) as primary delivery models. Digital products include Norstat Express (self-service rapid surveys), Norstat Dashboards (visualization with Lite/Standard/Premium tiers), MyNorstat (collaborative workspace with AI-powered Studio module), Norstat Live (automated self-service platform), Norstat WebUX (website feedback), Norstat Integrated Service (data enrichment), and TestingTime (coordinated testing). B2B offerings comprise the Expert Network for verified professional audiences, B2B Quant, and B2B Qual services. Research methods span online surveys, CATI, personal interviews, focus groups, mystery shopping, and omnibus surveys. The company operates across 19 markets with local office representation in 22 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Norstatpanel: The company's proprietary consumer panel network across Europe and the Americas, featuring over 14 million vetted respondents.
• Norstat Express
• MyNorstat
• Norstat Dashboards
• Norstat WebUX
• TestingTime
• Norstat Live
• Norstat Integrated Service
• Norstat Studio
• Norstat Expert Network

Quantifiable outcome

• 32% response rate and 55% survey completion rate ensuring high-quality respondent engagement
• +4 more outcomes

Named customers19 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature5 records

Partnerships

One partnership is on record.

• TestingTimecoreChannel Partner/ Reseller/ Distributor · 17 March 2026Partnership for coordinated testing and respondent recruitment. TestingTime provides access to a pool of 1 million vetted consumers for efficient recruitment of participants for research studies. Norstat offers self-service recruitment through TestingTime platform.

Scale indicators17 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cint: Cint runs a sample exchange marketplace connecting buyers with consumer panel supply across global markets. Directly comparable to Norstat's Sample Only offering with similar emphasis on programmatic panel access for market research buyers.
• Dynata: Dynata is one of the world's largest first-party data and sample providers for market research, operating a global consumer panel across dozens of countries. Direct overlap with Norstat in panel-based data collection, B2B audiences, and full-service fieldwork for the same enterprise clients.
• Toluna: Toluna operates a global consumer panel and provides survey programming, sample-only access, and full-service research across multiple geographies. Closely comparable to Norstat in business model and customer base (brands, agencies, research firms).
• Bilendi: Bilendi operates proprietary consumer panels across Europe with sample-only, full-service, and tech-enabled data collection offerings. Direct competitor to Norstatpanel in European markets with overlapping customer base.
• Schlesinger Group: Schlesinger Group provides quantitative and qualitative data collection including online panels, CATI, focus groups, and in-person research across the US and Europe. Directly comparable to Norstat in methodology mix and customer base.

Broad incumbents

• Kantar: Kantar is a global research and insights company with proprietary panel operations (including the Worldpanel division). Competes with Norstat for consumer insights work from brands and agencies, but with much broader analytics, brand tracking, and consulting portfolio.
• Ipsos: Ipsos is a global market research firm with significant in-house data collection and panel operations across 90+ markets. Overlaps with Norstat on full-service research and panel-based B2B research, but operates as a much larger end-to-end research provider rather than a data-collection specialist.

Regional players

• Respondi (by Toluna): Respondi operates European consumer panels (now part of Toluna) with strong presence in Germany, France, and other continental European markets. Direct overlap with Norstatpanel in regional coverage and panel-based fieldwork.
• Netquest: Netquest operates consumer panels across Latin America and Iberia with online and CATI methodologies. Comparable to Norstat in panel model and methods but geographically focused on Spanish/Portuguese-speaking markets.

Emerging players

• Prolific: Prolific is an online participant recruitment platform for academic and commercial research with verified participants across multiple countries. Competes with Norstat Express in the self-service segment with a differentiated, highly-engaged participant pool focused on the research community.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/norstat

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Norstat