Name

Lab42

Legal name

Lab42

Website

https://lab42.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Market Research Services

akta.pro primary industry

Survey, Panel & Fieldwork Services (BPAHALAJ)

Keywords

• Market research services
• Quantitative consumer research
• Brand equity research
• Concept testing surveys
• Conjoint pricing research

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Market Research Projects: Project-based professional services delivering custom quantitative and qualitative research. Services include survey design, programming, data collection, analysis, and reporting. Projects range from quick Express Surveys (5 business days) to larger custom engagements (2-4 weeks). Pricing varies by scope, sample size, and methodology.
2. Brand Equity Research: Standalone brand equity studies measuring awareness, consideration, perception, loyalty, and advocacy. All-in pricing starting at $6,500 for branded research packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Lab42 is a full-service online quantitative market research firm that designs and runs custom survey-based research projects for businesses. Its portfolio spans quantitative research, hybrid qual-quant research, concept testing, brand equity research, pricing and conjoint studies, ad/package/name testing, segmentation, and analytics-driven deliverables, with Express Surveys deliverable in 5 business days and custom projects in 2-4 weeks.

Product overview

Lab42 is a full-service online quantitative market research firm offering a portfolio of research services centered around custom survey-based research. The core offerings include Quantitative Market Research and Hybrid Qual-Quant Research, which are supplemented by specialized research methodologies such as Brand Equity Research, Concept Testing, TURF Analysis, Conjoint Analysis, and pricing research techniques (Van Westendorp, Gabor-Granger). Lab42 also provides vertical-specific research services including Ad Testing, Package Testing, Name Testing, Message Testing, and Awareness & Usage Studies. The company positions itself between DIY research platforms and traditional large research firms, offering fast turnaround (Express Surveys in 5 business days) with bespoke research design. Deliverables include standard aggregate overviews, datasets, topline reports, 1-page dashboards, cross-tabs, and custom infographics.

Differentiator

Problem solved

Functional benefit

Products and services

• Quantitative Market Research Custom survey-based research services delivering fast, reliable quantitative data designed around specific business questions, for enterprise and mid-market clients needing consumer or market insights.
• Hybrid Qual-Quant Research Research methodology combining qualitative and quantitative approaches to provide both context and statistical confidence in consumer insights, for brands and agencies needing deeper understanding beyond pure quant data.
• Concept Testing Research strategy to assess market viability of new products or services, measuring appeal, purchase likelihood, and optimization opportunities, for product marketers and innovation teams.
• Research Strategy for Brands Strategic research consulting to help brands formulate the right questions, identify target audiences, and derive actionable insights, intended for brand and marketing leaders.
• Brand Equity Research Standalone research methodology measuring brand value across five dimensions (awareness, consideration, perception, loyalty, advocacy) for brands that need packaged brand tracking, with all-in pricing starting at $6,500.
• Van Westendorp Price Sensitivity Research Pricing research methodology determining acceptable price ranges consumers are willing to pay through four key perception questions, used by brands evaluating pricing strategy.
• Gabor-Granger Willingness-to-Pay Research Method determining optimal price points by measuring consumers' willingness to purchase at various price levels, for brands and product managers testing pricing scenarios.
• Conjoint Analysis Trade-off technique evaluating how different price levels and product features influence consumer decisions through full-profile concept evaluation, for product and pricing teams.
• TURF Analysis Total Unduplicated Reach and Frequency analysis identifying optimal combinations of options that appeal to the largest audience, used for portfolio and line-up optimization.
• MaxDiff Analysis Maximum Difference Scaling methodology identifying consumer preferences by having respondents select best and worst options from sets, for prioritization and preference studies.
• Segmentation Studies Variable-based and frequency-based segmentation analysis identifying distinct consumer groups with similar characteristics, for targeting and positioning decisions.
• Ad Testing Testing advertising effectiveness including recall, comprehension, persuasion, and brand linkage across TV, social, and print formats, for advertisers and agencies.
• Name Testing Research methodology evaluating brand names for appeal, distinctiveness, pronunciation ease, and brand fit across target audiences, for brand and naming teams.
• Package Testing Monadic or sequential package design testing measuring appeal, uniqueness, noticeability, perceptions, and purchase intent, for CPG and consumer brand packaging decisions.
• Message Testing Testing marketing messages for clarity, relevance, emotional appeal, and persuasive impact with target audiences, for marketers refining campaign messaging.
• Brand Awareness & Perceptions Study Research study measuring unaided and aided brand awareness, consideration, and consumer perceptions relative to competitors, for brands tracking competitive positioning.
• Awareness & Usage Study Research tracking brand awareness levels and product usage patterns among target consumers over time, for brands running longitudinal tracking.
• Consumer Decision Journey Mapping Research mapping the consumer path from awareness through purchase and post-purchase experience stages, for marketers optimizing customer journeys.
• Healthcare Decision Research Specialized research studying how consumers make healthcare decisions for themselves and family members, for healthcare marketers and provider organizations.
• Brand & Category Essentials Research A single quantitative study providing a complete consumer baseline covering Brand Health, Category Purchase Dynamics, and Usage Behavior, as a packaged offering for brands.
• Data Visualization & Infographics Professional data visualization services transforming research findings into infographics, dashboards, and presentation-ready graphics, delivered as part of Lab42's research projects.

Quantifiable outcome

• Research sample can yield up to 25% unusable data; Lab42 removes and replaces poor data at no additional cost
• +2 more outcomes

Named customers3 records

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Toluna: Global online panel and insights technology provider offering survey-based consumer research — directly comparable in serving CPG and agency clients with custom quantitative studies.
• Schlesinger Group: Market research data collection and fieldwork services firm (now part of Ipsos) — comparable as a custom research execution partner serving agencies and brands.
• Savanta: Boutique data, analytics, and research firm serving agencies and brands — similar mid-sized custom research positioning with overlapping verticals.
• Discuss.io: Enterprise qualitative research platform — overlaps with Lab42's hybrid qual-quant offering for brand and product research engagements.
• Dynata: Large-scale first-party data and research services company providing sample, survey programming, and insights delivery — competes for the same custom quantitative research budget.
• AYTM (Ask Your Target Market): Automated DIY market research platform offering self-serve concept tests, brand trackers, and pricing studies — the closest comparable in the DIY-adjacent space that Lab42 differentiates against.
• Pollfish: Survey platform offering programmatic consumer research with global reach — competes for budget on smaller, faster-turn quantitative studies.

Broad incumbents

• Kantar: Global traditional research giant offering brand tracking, consumer insights, and analytics at scale — competes for the same Fortune 100 brand research budgets from the premium end.
• Ipsos: Major global research firm with deep quantitative practice and broad service portfolio — represents the traditional-firm alternative that Lab42 positions against on price and speed.

Emerging players

• UserTesting: Human insights platform focused on experience research; partial overlap with Lab42's product and concept testing work, especially for tech and digital-first clients.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lab42research
• LinkedInlinkedin.com/company/lab42
• Facebookfacebook.com/Lab42

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors1 record

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 Lab42