What Survation does

Survation is a London-based, privately held B2B market research and polling agency founded in 2011, operating with a headcount of 1-10 employees from a single UK headquarters. The firm offers a comprehensive suite of commissioned research services including omnibus polling, bespoke polling, online research, telephone (CATI) interviewing, qualitative research, segmentation, and advanced statistical modeling. Its client base spans political parties and campaign groups, government bodies, major UK broadcasters (BBC, Sky News, ITV, Channel 4, Daily Mirror), charities and advocacy organizations (38 Degrees, Save the Children, RenewableUK, Joseph Rowntree Foundation), commercial and financial brands (HSBC Global Research, Arron Banks/Reform UK), and academic institutions.

The firm's core proprietary technology is MRP (Multilevel Regression and Post-stratification) modeling, executed in partnership with Professor Chris Hanretty at Royal Holloway, University of London. MRP combines large-sample polling data with ONS and census demographics to produce constituency-level estimates of public opinion, validated by 94.3% Westminster seat prediction accuracy in the 2019 General Election using 85,000 respondents across trailing models. Survation also operates a proprietary respondent community, the Survation Panel, where members earn points convertible to cash at a £50 withdrawal threshold. MRP fielding at scale (e.g., 34,558 respondents for the 2024 General Election projection) is the firm's flagship differentiated capability.

Survation generates revenue exclusively through commissioned project work priced on a quote basis, with quotes issued via phone (0203 818 9661) or email ([email protected]). Services are sold direct to enterprise clients in politics, media, charity, government, finance, and academia. Go-to-market is primarily sales-led and amplified through earned media from broadcast partnerships and British Polling Council / MRS Company Partner membership. The firm holds no external funding rounds, has no parent company, and operates as an independent entity under founder and CEO Damian Lyons Lowe.

Name

Survation

Legal name

Survation

Website

https://survation.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Survation is a London-based B2B market research and polling agency serving political parties, government, charities, broadcasters, and commercial brands. It specializes in MRP constituency-level election modeling, mixed-method polling, and segmentation, supported by its proprietary Survation Panel and an academic partnership with Royal Holloway.

Ownership category

akta.pro rank

Product category

Market Research & Polling Services

NAICS

Marketing Research and Public Opinion Polling (541910), Other Services Related to Advertising (54189)

akta.pro primary industry

Electoral Support & Election Observation (BPADAGAA)

akta.pro secondary industry

PR, Reputation Management & Earned Media Platforms (BPAMALAO)

Keywords

• Political polling services
• Market research agency
• MRP constituency modeling
• Opinion polling services
• Consumer opinion panel

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Commissioned Polling Services: Survation generates revenue by conducting custom polling and research projects on behalf of clients including political parties, government agencies, charities, commercial brands, and academic institutions. Services include omnibus polling (shared cost among multiple clients), bespoke polling, online research, telephone polling (CATI), qualitative research, and advanced statistical modeling.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Survation is a mixed-method market research agency that delivers commissioned polling and research services to political parties, government bodies, charities, commercial brands, and academic institutions. Its core service portfolio spans omnibus polling, bespoke polling, online research, CATI telephone polling, qualitative research, segmentation, face-to-face research, and advanced MRP constituency-level statistical modeling, supported by its proprietary Survation Panel of registered UK respondents.

Product overview

Survation is a mixed-method market research agency offering a comprehensive suite of research services. The core product is the Survation Panel, an online consumer opinion panel for gathering authentic public opinions. The company provides complementary polling services including Omnibus Polling (shared-cost), Bespoke Polling (tailored), Online Research, and Telephone Opinion Polling (CATI). Qualitative capabilities include Qualitative Research, Online Qualitative Panels, and Face-to-Face Market Research. Analytical offerings feature Segmentation, Advanced Statistical Modelling, and Brand Research and Development. Specialized services cover Academic Data Collection, MPs & Local Councillors Polling, Faith and Ethnicity Research, Audience Recruitment, Polling for Local Councils, Strategic Communications, and Stakeholder & Membership Polling. The company works with big brands, campaigns, government entities, and academic institutions.

Differentiator

Problem solved

Functional benefit

Brands

• Survation Panel: The Survation Panel provides vital insights for those wanting to understand true public opinion. A trusted platform that engages and empowers individual voices and amplifies authentic public opinion.

Products and services

• Survation Panel Proprietary online consumer opinion panel that engages UK respondents and aggregates authentic public opinion for use in Survation's commissioned research projects. Panelists earn points for completing surveys, convertible to cash at a £50 withdrawal threshold.
• Omnibus Polling Shared-cost polling service where fixed costs are distributed among multiple clients, providing a cost-effective approach for organisations needing general public opinion data.
• Bespoke Polling Tailored polling services designed to meet specific research objectives for commercial, academic, or social clients.
• Online Research Online opinion polling service catering to a wide range of clients, from those seeking low-cost answers to those commissioning large-scale innovative polls for in-depth research.
• Telephone Opinion Polling (CATI) Telephone-based polling essential for reaching representative samples and targeting small geographic areas with precision.
• Qualitative Research Research methodology providing deeper understanding of behaviour and opinions of select target groups through in-depth exploration.
• Segmentation Tailored audience segmentation helping teams make smarter long-term decisions across strategy, communications, targeting, and fundraising.
• Online Qualitative Panels Online panels gathering honest, in-depth insights from diverse audiences through qualitative engagement methods.
• Academic Data Collection Research services delivering robust, transparent, and publishable data for universities, research centres, and funded projects.
• Face-to-Face Market Research High-quality in-person research delivering insights from customers, shoppers, members, or residents through direct interaction.

Quantifiable outcome

• 94.3% of Westminster seats correctly predicted in 2019 General Election MRP model
• +2 more outcomes

Named customers27 records

Segments5 records

Ideal customer profiles6 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

23 partnerships are on record, tiered minor and core.

• Sky NewsminorStrategic or Co-development Partner · 1 March 2015Survation has worked with Sky News on audience recruitment for political events since March 2015, providing polling and research support for political coverage.
• BBC Radio 5 Live and BBC BitesizecoreStrategic or Co-development PartnerOngoing annual partnership since 2022 where Survation conducts research with BBC Radio 5 Live and BBC Bitesize to take the pulse of UK teenagers, examining their attitudes, media consumption, and views on current issues.
• Channel 4 DispatchesminorStrategic or Co-development PartnerSurvation ran focus groups for Channel 4 Dispatches documentary examining Reform UK through the eyes of undecided voters.
• Royal Holloway, University of LondoncoreStrategic or Co-development PartnerLong-standing partnership with Professor Chris Hanretty of Royal Holloway for MRP (Multilevel Regression and Post-stratification) constituency-level election modeling. Survation used MRP during the 2019 General Election to correctly predict 94.3% of seats.
• UK in a Changing EuropeminorStrategic or Co-development PartnerOngoing partnership providing MP ideological positioning data as part of research on parliamentary political behavior and positions.
• Joseph Rowntree FoundationminorStrategic or Co-development PartnerCommissioned research on Labour Party membership segmentation, categorizing members into Idealists, Ideologues, and Instrumentalists based on attitudinal questions about party strategy and political vision.
• CompassminorStrategic or Co-development PartnerMultiple polling commissions on Labour Party leadership, Starmer performance, and party trajectory ahead of potential leadership contest.
• Save the Children, Christian Aid, Medical Aid for PalestiniansminorStrategic or Co-development PartnerJoint polling commission examining Labour Party member attitudes toward UK government approach to occupied Palestinian territory.
• Economic Change UnitminorStrategic or Co-development PartnerMP Panel survey commissioned by Economic Change Unit examining fiscal rules, government investment capacity, and views on raising taxes versus reforming fiscal framework.
• Global WitnessminorStrategic or Co-development PartnerCommissioned polling in Romania exploring young Romanians' experiences with political content on TikTok, misinformation, and election interference concerns.
• 38 DegreescoreStrategic or Co-development PartnerOngoing partnership with 38 Degrees for progressive political campaigning research, including MRP polling ahead of elections and Makerfield by-election research.
• Election Data LtdminorStrategic or Co-development PartnerClient commissioning Makerfield by-election telephone polling conducted among 504 adults in the constituency between 18-22 May 2026.
• CamlasminorStrategic or Co-development PartnerExclusive Survation polling for Camlas, Wales' largest public affairs company, showing Caerphilly Senedd by-election contest between Reform UK and Plaid Cymru.
• Ballot Box ScotlandminorStrategic or Co-development PartnerScottish Holyrood election polling commissioned by Ballot Box Scotland, tracking SNP and party voting intentions.
• Diffley PartnershipminorStrategic or Co-development PartnerPolling of Scottish residents on Holyrood voting intention, examining SNP majority prospects and Labour-Reform battle for second place.
• RenewableUKminorStrategic or Co-development PartnerLarge-scale constituency-level polling on wind farms and renewable energy support across Britain, commissioned by RenewableUK to examine public support for renewable projects and political implications.
• Living Wage FoundationminorStrategic or Co-development PartnerBespoke brand awareness research examining how Living Wage Foundation supports employers and employees.
• National Infrastructure CommissionminorStrategic or Co-development PartnerResearch services provided to the National Infrastructure Commission for public attitudes toward infrastructure planning and development.
• HSBC Global ResearchcoreStrategic or Co-development PartnerFinancial Services research partnership with HSBC's Global Research team capturing shifts in global trade dynamics across long-term investment themes.
• Patriotic Millionaires UKminorStrategic or Co-development PartnerSurvey of UK millionaires on attitudes toward tax and public services, finding 75% would be willing to pay more tax to fund public services.
• Cost of Living Action (COLA)minorStrategic or Co-development PartnerJoint research with The Independent examining cost of living crisis impacts on British households.
• PossibleminorStrategic or Co-development PartnerGreen advocacy group polling on private jet travel restrictions and fuel preservation, with analysis from Transport and Environment.
• End Fuel Poverty CoalitionminorStrategic or Co-development PartnerResearch on British household energy solutions and concerns about rising energy bills attributed to US-Israeli conflict on Iran.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• DeltaPoll: Smaller UK-based polling firm providing public opinion and market research; partial overlap with Survation's UK political and consumer polling offering.
• Focaldata: UK-based research-tech firm focused on MRP and constituency-level political modeling; an emerging competitor using overlapping methodology and overlapping client base (parties, campaigns, media).
• JL Partners: Boutique UK polling firm focused on political and corporate reputation research; partial overlap with Survation's political and strategic communications work.

Direct peers

• YouGov: The largest UK-focused public opinion polling and market research firm; competes directly with Survation across political polling, brand tracking, and consumer research, with a much larger proprietary panel and international footprint.
• Opinium: UK-based polling and market research agency of broadly similar size to Survation, offering political polling, brand tracking, and consumer research — a close comparable in methodology mix and client profile.
• Savanta: UK research firm (formerly ComRes) specializing in political, public sector, and brand research; competes directly with Survation for political-party and government contracts.

Broad incumbents

• Ipsos UK: Global research group with a substantial UK political polling practice (Ipsos UK / Ipsos Political Monitor); offers overlapping capabilities but as part of a much broader portfolio.
• Kantar Public (UK): Public-sector research arm of Kantar; competes for government, charity, and policy research commissions with overlapping methodology and far greater scale.

Regional players

• Lord Ashcroft Polls: UK-only political polling operation publishing election and issue research; competes in the same UK political polling niche, often cited alongside Survation in media.

Others

• Hanbury Strategy: UK strategic communications and research consultancy with strong political and corporate reputation work; adjacent to Survation's strategic communications and stakeholder polling services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/Survation
• LinkedInlinkedin.com/company/survation

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 Survation