Infotools

What Infotools does

Infotools (legal entity: Information Tools Ltd) is a New Zealand-headquartered software company that has specialized in market research analysis and reporting software since its founding in 1990. Its flagship platform, Harmoni — now in its third generation as Harmoni 3 (H3) — enables insights teams to centralize multi-source survey data, build complex cross-tabulated tables, run multi-level and time-series analyses, and produce reports for brand tracking, customer satisfaction, segmentation, and usage-and-attitude studies. The platform is purpose-built for market research workflows rather than general business intelligence, and is augmented by Harmoni Academy training, bundled offerings combining Harmoni with Ipsos Consumer Confidence data and Brand Tracker capabilities, and — as of March 2026 — a generative-AI companion called ChatHarmoni that enables natural-language interaction and AI-orchestrated analysis.

The company operates a subscription-based enterprise SaaS model with annual billing and quote-based (non-publicly-disclosed) pricing, distributed through a sales-led motion with consultative demos targeting global enterprise brands. Disclosed marquee customers span beverage (Coca-Cola), energy (Shell), electronics (Samsung), consumer goods (Mondelēz International), financial services (Visa), food service (McDonald's), healthcare (Bayer), government (NZ Transport Agency), and telecommunications (Orange Mobile), among others.

Since 2021, Infotools has operated as a wholly-owned subsidiary of Ipsos, one of the world's largest market research firms. The Ipsos relationship provides global distribution reach, AI infrastructure (including the secure AI gateway underpinning ChatHarmoni), and access to proprietary research data that can be bundled with the software. The company is headquartered in Takapuna, Auckland, with stated market presence across New Zealand, the United Kingdom, and the United States, and reports a headcount range of 101–250 employees.

Name

Infotools

Legal name

Information Tools Ltd

Website

https://infotools.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

101–250 employees

Short description

Infotools is a New Zealand-headquartered enterprise software company providing the Harmoni market research analysis and reporting platform to global brands including Coca-Cola, Shell, Samsung, and Visa, and operating as a wholly-owned subsidiary of Ipsos since 2021.

Ownership category

akta.pro rank

Product category

Market Research Analysis Software

NAICS

Software Publishers (51321), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Data Analytics Integration & Insight Platforms (Research Ops, Dashboards, Insight Repositories) (MPAAALAO)

Keywords

• Market research software
• Consumer insights platform
• Survey data analysis
• Brand tracking software
• Market intelligence tools

Headquarters

HQ city

Takapuna

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Licensing: Infotools generates revenue through software licensing of the Harmoni platform to market research teams. The platform is offered as an analysis and reporting solution with both AI-powered and traditional analysis capabilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Infotools develops and licenses the Harmoni platform (currently Harmoni 3 / H3), a market research analysis and reporting software that lets research teams centralize multiple data sources, investigate them through traditional and AI-guided workflows (including ChatHarmoni, a generative-AI research companion), and produce stakeholder-ready reports. The platform supports brand tracking, customer satisfaction, segmentation, usage and attitude, and multi-level analysis studies, and is sold primarily to global enterprise brand insights teams and market research agencies via annual enterprise subscriptions.

Product overview

Infotools offers a single unified product platform called Harmoni (now in version 3), which is market research analysis and reporting software. The platform consists of the core Harmoni product, enhanced with AI capabilities through ChatHarmoni (generative AI companion), and is available through combined offers including Harmoni + Ipsos Consumer Confidence and Harmoni + Brand Tracker. Additional value is provided through Harmoni Academy training resources.

Differentiator

Problem solved

Functional benefit

Brands

• Harmoni: The company's flagship market research analysis and reporting platform, now in its third generation (Harmoni 3/H3).

Products and services

• Harmoni Market research analysis and reporting software platform that enables researchers to centralize multiple data sources, find insights quickly, automate and streamline tasks, collaborate and share with stakeholders, and increase confidence in data. Supports brand tracking, customer satisfaction, customer segmentation, usage and attitudes, and multi-level analysis studies; sold primarily to global enterprise brand insights teams and market research agencies via annual subscriptions.
• Harmoni + Ipsos Consumer Confidence Combined offer providing access to Ipsos Consumer Confidence data integrated within the Harmoni platform for consumer confidence analysis and reporting.
• Harmoni + Brand Tracker Combined offer integrating brand tracking capabilities with the Harmoni platform for comprehensive brand performance analysis and reporting.

Quantifiable outcome

• 30-50% time savings in analysis and reporting processes
• +1 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature6 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Displayr: Displayr is a cloud-based market research analysis and reporting platform that automates crosstabs, dashboards, and data visualization for researchers — directly overlapping Infotools Harmoni's core workflows for survey data analysis and reporting.
• Q Research Software: Q is a market research analysis platform specializing in crosstabs, advanced statistical analysis, and reporting — a direct competitor in the same niche of dedicated survey/market research analytics software used by insights teams.
• Sawtooth Software: Sawtooth Software provides specialized analytics for market research, including conjoint analysis, MaxDiff, and choice-based tools used by consumer insights teams — closely comparable to Infotools' specialized research analytics focus.
• MarketSight: MarketSight is a market research analytics platform built for crosstabs, data visualization, and survey reporting — competing head-to-head with Harmoni for the same enterprise market research customers.

Broad incumbents

• Qualtrics: Qualtrics is a broad experience management and survey platform with extensive market research analytics capabilities, serving many of the same global enterprise customers as Infotools but as part of a much larger XM suite.
• Forsta (formerly Confirmit): Forsta is a market research and experience technology platform with strong survey analytics and reporting capabilities, overlapping Harmoni's market research analytics focus as part of a broader enterprise portfolio.
• IBM SPSS Statistics: IBM SPSS is a long-established statistical analysis suite widely used by market researchers for advanced analytics, providing an alternative to Harmoni for quantitative analysis within enterprise research teams.

Others

• Tableau: Tableau is a leading data visualization and analytics platform used by insights teams for ad hoc research analysis; while not market-research specific, it competes for analytics budget within the same buyer workflow.

Emerging players

• Wyng: Wyng is a digital engagement and consumer insights platform that combines surveys with zero-party data collection — an emerging player in market research that intersects with Infotools' brand tracking and consumer insights use cases.
• Diligent (formerly Flexmr / Customer Research Technology): Diligent provides an end-to-end market research operations platform combining survey programming, sample management, and analytics — a comparable platform serving overlapping market research workflows from project setup through analysis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@InfotoolsLtd
• LinkedInlinkedin.com/company/infotools
• Xx.com/infotools

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Infotools