Name

Origo Group

Legal name

Origo Group AB

Website

https://origogroup.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK)

akta.pro secondary industries

Brand Experience (BX) & Service Design (BPAFAEAI), Customer Experience (CX) QA, Analytics & Voice-of-Customer Operations (BPAAABAN)

Keywords

• Market research services
• Survey data collection
• Customer experience analytics
• Employee engagement surveys
• Brand tracking research

Headquarters

HQ city

Linköping

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Survey Project Services: Project-based fees for designing and conducting custom surveys across customer experience, brand experience, employee experience, market research, social surveys, and traffic research. Delivered as reports and/or in Origo Live platform. Approximately 750 projects per year.
2. OrigO-bussen Syndicated Panel: Syndicated web panel service where clients pay per standard question for nationally representative responses from 1,000+ respondents across Nordic countries. Start fee plus per-question pricing model.
3. Great Rate Platform Subscription: Annual or multi-year subscription for employee engagement platform combining pulse measurements and annual surveys. Pricing based on organisation size and module selection. Free trial period available.
4. Data Collection Services: Standalone data collection for clients who prefer to conduct their own analysis. Services include web panel surveys, face-to-face interviews, telephone interviews, and postal mailings for authorities, regions, and media agencies.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels7 records

Core offering

Origo Group is a Swedish insights and research company that designs and conducts surveys across customer experience (CX), brand experience (BX), employee experience (EX), market research, social research, and traffic research. It delivers results through proprietary platforms including Origo Live for real-time decision support, Great Rate for employee engagement, and O-bussen for syndicated Nordic web panel access. The company performs all data collection in-house via its own call center, field staff, web panel, and postal survey operations.

Product overview

Origo Group operates as a platform-plus-services research and insights company. The core Origo Live platform delivers real-time survey insights and decision support, supplemented by the Great Rate employee engagement module and O-bussen Nordic web panel. Services span customer experience (CX), brand experience (BX), employee experience (EX), market research, social surveys, traffic research, school surveys, and data collection. AI capabilities are integrated across the platform for text analysis, pattern detection, automated summarization, and predictive analytics. The company conducts hundreds of thousands of interviews annually through multiple methodologies including telephone, web, postal, and face-to-face.

Differentiator

Problem solved

Functional benefit

Brands

• Origo Live: Real-time digital portal for survey results delivery and decision support, enabling clients to follow insights as data is collected.
• Great Rate
• O-bussen

Products and services

• Origo Live Real-time decision support platform that visualizes survey insights with live-updating dashboards, combines data from multiple sources, and provides AI-powered quick analysis, role-customised reports, real-time customer comments and alert systems for dissatisfied customers. Used by enterprise and public sector clients for customer, brand, employee and citizen insights.
• Great Rate All-in-one employee engagement platform combining annual surveys, pulse measurements and custom measurements, with ready-made templates, automated AI analysis, flexible question customisation, report builder and manager support materials aligned with Swedish Work Environment Authority requirements. Offered to HR departments and business leaders on annual or multi-year subscription.
• O-bussen (OrigO-bussen Nordic Web Panel) Syndicated Nordic web panel providing nationally representative survey responses from adults in Sweden, Norway, Denmark and Finland within a couple of days, breakable down by gender, age and region. Sold on a start-fee plus per-question pricing model to any organisation needing quick Nordic population data.
• Customer Experience (CX) Surveys Quantitative and qualitative customer experience surveys that help clients identify target respondents, ask the right questions, and derive actionable insights for sales, communication and innovation. Targeted at enterprise CX programmes across healthcare, FMCG, retail and other sectors.
• Brand Experience (BX) Surveys Brand tracking and perception studies measuring how brands are perceived in the market. Used by brand and marketing teams for positioning, tracking and competitive analysis.
• Employee Experience (EX) Surveys and Pulse Measurements Employee engagement surveys and pulse measurements tracking organizational health, leadership effectiveness and employee wellbeing, delivered via the Great Rate platform. Targeted at HR departments and business leaders, with Swedish Work Environment Authority-compliant content.
• Market Research Market research services including concept testing, buying behaviour mapping, competitive analysis, segmentation and pricing research for private sector clients across industries.
• Social / Public Sector Surveys Social and public sector surveys covering municipal services, resident satisfaction, safety perceptions and public facility assessments. Includes the national travel survey (RVU Sweden) for Trafikanalys covering ~14,000 individuals annually and 600,000+ school surveys per year.
• Data Collection Services Standalone data collection services across telephone interviews (own call center), web panel surveys, postal mailings, face-to-face field interviews and mixed-method approaches, for clients who prefer to conduct their own analysis.
• Livesteps Real-time visualization tool for property and housing companies, providing live customer feedback and satisfaction tracking to support tenant communication and improvement planning.
• Traffic and Transportation Research Traffic and transportation research including travel surveys, customer journey mapping, onboard surveys, MSS quality measurements and brand tracking for public transport companies and airports. Includes the ~14,000-respondent national travel survey (RVU Sweden) for Trafikanalys and contracts with Avinor, Swedavia, SL and Region Stockholm.
• School Surveys School surveys for preschools, schools and educational institutions covering student satisfaction, school choice factors, drug habits and teacher/staff assessments. Delivers 600,000+ interviews per year, primarily for the Swedish school sector.

Named customers16 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Upsales Nordic ABcoreTechnology or IntegrationCRM system provider. Origo Group stores customer contact data and prospect information in Upsales CRM platform for marketing communications and sales management. Data processing stays within EU/EES.
• Nokoby / Nokoby Marketing Technologies ABcoreGTM or Marketing PartnerDigital media agency managing Origo Group's digital advertising and analytics in Google and social media channels. Has access to Origo Group's advertising accounts for campaign execution and conversion analysis.
• AvinorcoreStrategic or Co-development PartnerNorwegian airport operator. Origo Group conducts Avinor's travel habit surveys and customer satisfaction measurements at all Norwegian airports from January 2025. Represents Origo Group's entry into the Norwegian market.
• SwedaviacoreStrategic or Co-development PartnerSwedish airport operator. Origo Group conducts quantitative airport surveys for Swedavia under a 4-year contract with option for 2-year extension.
• Region StockholmcoreStrategic or Co-development PartnerRegional government authority for Stockholm. Origo Group conducts quality measurements (MSS) in public transport under a contract held since 2012, recently renewed for up to 8 additional years.
• SL (Stockholm Public Transport)coreStrategic or Co-development PartnerStockholm public transport authority. Origo Group conducts onboard mystery shopping and customer satisfaction measurements.
• TrafikanalyscoreStrategic or Co-development PartnerSwedish government transport analysis agency. Origo Group conducts the national travel survey (RVU Sverige), interviewing approximately 14,000 individuals aged 6-94 annually via telephone.
• ValedominorGTM or Marketing PartnerJoint webinar partner on AI and brand/marketing topics. Co-presented webinars on AI tools for marketing, brand building, and HR.
• JunibackenminorGTM or Marketing PartnerStockholm children's culture museum. Co-presented a Gen Z webinar, sharing Junibacken's perspective on employing and managing Generation Z.
• GreatRate (acquisition)coreStrategic or Co-development PartnerAcquired by Origo Group to complement its employee engagement offering with a modern platform for measuring and managing employee engagement, pulse surveys, and performance.

Scale indicators7 records

Recent moves10 records

Expansion highlights7 records

Direct peers

• CINT: Swedish-founded digital data-collection and panel-exchange platform serving the global research industry. Directly comparable to Origo's O-bussen syndicated Nordic web-panel business model.
• Criteria: Nordic market-research and insights consultancy offering qualitative and quantitative research, brand tracking and CX work. Comparable mid-sized competitor to Origo across the Nordics.
• Novus Group: Swedish insights and research firm of comparable size offering survey-based market, brand and societal research across the Nordics. Direct head-to-head competitor to Origo Group in Swedish CX/EX and market-research services.
• Kantar Sifo: Swedish market-research division of global Kantar, providing syndicated and custom research, brand tracking and public-opinion polling in Sweden. Most direct Nordic incumbent competitor to Origo's CX/BX/EX survey work.
• Sentio: Norwegian and Swedish opinion and consumer research firm running nationally representative surveys. Highly comparable on panel-based consumer/society research, especially relevant given Origo's Norwegian expansion.
• Skop: Swedish UX, customer and employee research consultancy serving enterprise and public-sector clients. Comparable service mix to Origo's CX and EX practices, especially on qualitative and design-oriented engagements.
• Nepa: Nordic-headquartered consumer insights and CX analytics company combining survey data with behavioral data. Directly comparable to Origo's CX measurement and decision-support platform offering.

Broad incumbents

• Kantar: World-leading insights and consulting group whose Kantar Sifo division directly overlaps with Origo in Sweden. Competes across CX, BX, EX and media research, with global AI and panel scale Origo cannot match.
• Ipsos: Global market-research and CX analytics leader with deep Nordic operations. Competes with Origo on large enterprise and public-sector mandates but offers a much broader global footprint and product portfolio.

Regional players

• PFM Research: Swedish-based research and analysis firm serving public sector and enterprise clients with survey-based insights. Comparable to Origo's public-sector CX/society research practice and a regional Nordic peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@OrigoGroup
• Facebookfacebook.com/origogroup
• LinkedInlinkedin.com/company/origo-group
• Instagraminstagram.com/origogroup

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries5 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 Origo Group