Market Probe

Customer Experience Management (CEM) Consulting and Enterprise Feedback Technologymarketprobe.com

Market Probe is a privately held Customer Experience Management consulting and technology firm founded in 1976 and headquartered in Milwaukee, Wisconsin. It serves multinational enterprise clients across financial services, healthcare, energy, and other verticals through its Insight Manager platform and CEM professional services, with regional offices in Canada and China.

Company typePrivate
Founded1976
HeadquartersMilwaukee, United States
Headcount251–500
GTM typeB2B
OfferingServices

What Market Probe does

Market Probe is a privately held Customer Experience Management (CEM) consulting and technology firm founded in 1976 by Dr. T.R. Rao and headquartered in Milwaukee, Wisconsin. The company serves multinational enterprise clients across financial services (primary vertical), healthcare and pharmaceutical, energy and utilities, telecommunications, automotive, B2B/professional services, and government/non-profit sectors. It operates through wholly-owned regional subsidiaries in Canada (Toronto) and China (Beijing), with a global partner network extending service coverage to other regions for multinational engagements.

The company's core technology offering is the Insight Manager platform, a scalable and configurable enterprise feedback management system that supports multiple CEM surveys in a single platform, provides multilingual capabilities, accommodates complex organizational hierarchies, and delivers executive and operational dashboards with daily reporting, hot alerts (WOW Alerts), and data visualization. Market Probe also offers PX+, a specialized patient experience framework for healthcare clients that evaluates all stages of the patient journey beyond traditional satisfaction measurement. The firm pairs this technology platform with a professional services practice that designs, implements, calibrates, and manages CEM programs for clients.

Market Probe's business model blends professional services revenue (CEM consulting, program design, migration support) with subscription/recurring technology revenue from the Insight Manager platform. Distribution is sales-led and direct, with regional consulting teams in North America and Asia supplemented by partner channels for other global regions. The company recently divested its Agriculture and Animal Health operations (St. Louis and Belgium) to Kynetec, narrowing its strategic focus to core CEM verticals. The firm remains founder-owned and privately held with no disclosed institutional investors.

Market Probe firmographics

Firmographics

Name: Market Probe
Legal name: Market Probe, Inc.
Website: https://marketprobe.com
Company type: Private
Founded year: 1976
Operating status: Operating
Headcount range: 251–500 employees
Short description: Market Probe is a privately held Customer Experience Management consulting and technology firm founded in 1976 and headquartered in Milwaukee, Wisconsin. It serves multinational enterprise clients across financial services, healthcare, energy, and other verticals through its Insight Manager platform and CEM professional services, with regional offices in Canada and China.
Ownership category
akta.pro rank

Where Market Probe is headquartered

Location

Headquarters

HQ city: Milwaukee
HQ country: United States
HQ region: North America

Offices3 records

Markets served

Market Probe business model

Business model

GTM type: B2B
Offering type: Services
Cost components: Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

CEM Consulting Services: Professional consulting services for designing and implementing Customer Experience Management programs, including CEM program design, migration to digital media, calibration of CEM metrics, and configurable reporting solutions
Technology Platform (Insight Manager): Enterprise feedback management system provided as part of CEM solutions, including dashboards, reporting, and data processing capabilities

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Market Probe product offering

Product offering

Core offering

Market Probe provides Customer Experience Management (CEM) consulting services and its proprietary Insight Manager enterprise feedback management platform to enterprise and mid-market clients. The firm designs, implements, and operates customized CEM programs, including CEM program design, migration to digital media, calibration of CEM metrics, configurable reporting, and continuous decision support. The offering is delivered as a blend of professional consulting services and recurring technology subscriptions, with a specialized PX+ framework for healthcare/patient experience.

Product overview

Market Probe offers a unified Customer Experience Management (CEM) platform centered on Insight Manager as its core enterprise feedback management system. The platform provides scalable survey management, real-time reporting, and data visualization capabilities. The product portfolio includes Insight Manager for comprehensive CEM programs and PX+ as a specialized patient experience framework for healthcare organizations. The offering also encompasses consulting services, digital media programs for unlimited customer feedback collection, and data processing capabilities including daily reporting and hot alerts.

Differentiator

Problem solved

Functional benefit

Brands

PX+: A patient experience framework developed in response to the rise of consumerism in healthcare. PX+ reaches beyond traditional patient satisfaction research as it evaluates all stages of the patient journey and considers the new expectations of today's empowered patient.
Insight Manager

Products and services

Insight Manager
Customer Experience Management (CEM) Consulting Services
PX+ Patient Experience Framework

Companies that use Market Probe

Customer profile

Segments7 records

Ideal customer profiles5 records

Market Probe technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature5 records

Market Probe partnerships and signals

Strategic signal

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Market Probe competitors and assessment

Company assessment

Broad incumbents

Kantar: Global market research and consulting powerhouse with customer experience practices across multiple verticals. Comparable research-driven CEM engagements, with much broader scale and geographic coverage.
Bain & Company: Global management consultancy with a deep Customer Strategy & Marketing practice focused on Net Promoter System and CX transformations. Comparable at the consulting layer, though not a platform competitor.
J.D. Power: Established global consumer insights, benchmarking, and CX advisory firm with deep automotive and financial services expertise. Comparable CEM research methodology and vertical focus.
Ipsos: Global market research and customer experience firm offering survey design, customer satisfaction, and loyalty analytics. Comparable CEM consulting and quantitative research capabilities across regions.

Direct peers

MaritzCX: Customer experience management consultancy and technology provider for enterprise clients. Comparable consulting-plus-platform model focused on loyalty and CX improvement.
Qualtrics: Enterprise customer experience management platform that designs, deploys, and analyzes CX programs globally. Closely comparable to Market Probe's Insight Manager plus consulting delivery model, serving similar enterprise verticals.
Medallia: Enterprise experience management software for capturing customer and employee feedback at scale. Competes directly with Market Probe's CEM platform and professional services across financial services, telecom, and B2B verticals.
Walker Information: Customer experience research and advisory firm with a long-standing focus on B2B and financial services CX. Highly comparable in size, vertical focus, and consulting-led CEM delivery model.
InMoment: Customer experience optimization platform combining experience intelligence software with professional services. Directly comparable to Market Probe's blended CEM consulting + technology offering.
Forsta (formerly Confirmit): Enterprise feedback and experience management platform with strong market research heritage. Overlaps with Market Probe's Insight Manager platform and research-led CEM engagements.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Market Probe financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Market Probe leadership team

Management profile

Number of profiles

Profiles9 records

Market Probe subsidiaries and ownership

Company hierarchy

Subsidiaries2 records

Market Probe funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

Market Probe M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about Market Probe

What does Market Probe do?

Is Market Probe a public or private company?

Market Probe is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was Market Probe founded?

Market Probe was founded in 1976. It employs 251 to 500 people.

Where is Market Probe based?

Market Probe is headquartered in Milwaukee, United States, in the North America region.

How does Market Probe make money?

Two revenue lines are on record. CEM Consulting Services are the primary driver. The others are technology Platform (Insight Manager).

Who are Market Probe's main competitors?

Broad incumbents on record are Kantar, Bain & Company, J.D. Power and Ipsos. Direct peers are MaritzCX, Qualtrics, Medallia, Walker Information, InMoment and Forsta (formerly Confirmit).

Does Market Probe have an API?

No public API is recorded for Market Probe.