Name

Taloustutkimus

Legal name

Taloustutkimus Oy

Website

https://taloustutkimus.fi

Company type

Private

Founded year

1971

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 (54191), Marketing Research and Public Opinion Polling (541910)

akta.pro primary industry

Industry & Sector Research (Syndicated/Custom) (BPAHALAE)

Keywords

• Market research services
• Consumer research
• Brand research
• Data collection services
• Audience segmentation

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom (Ad Hoc) Market Research: Bespoke market research projects commissioned by individual clients across all industries. Taloustutkimus conducts approximately 600 client commissions annually.
2. Ready-Made / Off-the-Shelf Research Products: Pre-packaged annual/biennial research products covering topics such as brands, food consumption, retail, workplace attractiveness, charity, unions, healthcare, and municipalities. These are available for order year-round.
3. Data Collection Services: Survey and interview data collection services (CATI, face-to-face, online, postal) provided to external clients, including multi-client omnibus studies.
4. Advertising Audience Targeting: Research-based digital advertising audience segments built from survey data, distributed via Adform and Sanoma platforms.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Taloustutkimus is a full-service Finnish market research company that designs and executes custom and ready-made research projects, including brand research, customer relationship studies, target group segmentation, media research, stakeholder and reputation studies, work life research, societal research, and municipal research. It operates a proprietary nationally representative Internet panel established in 1998 and conducts 680,000 interviews per year across multiple methodologies (online, telephone, face-to-face, mail). The company also delivers research-based advertising audience segments through partnerships with Adform and Sanoma.

Product overview

Taloustutkimus is a full-service market research company (markkinatutkimustoimisto) offering a broad portfolio of research services organized around several core areas: customer relationship and brand research (including the flagship annual Brändien arvostus brand valuation report), target group and marketing services (with geographic segmentation via the Suomi kohderyhmiksi platform at 250m resolution), ready-made standardized studies (covering food, employer image, higher education, healthcare, charity, retail, and corporate communications), sector-specific municipal research, stakeholder and reputation studies, product development research, work life research, societal/political research, and data collection services across all methodologies (internet panel, telephone, face-to-face, mail). The portfolio includes analytical solution services — segmentation research, trade area analyses, predictive research, and audience modeling for digital advertising platforms. Qualitative research is delivered through subsidiary Inspirans. International reach is provided via subsidiaries in Estonia (Turu-uuringute), Latvia (Latvian Facts), and Lithuania (VILMORUS), plus membership in the WIN international network. Data collection capacity includes 680,000 interviews per year across methods, a national internet panel established in 1998, 200 interviewers, and 55 years of market research experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Asiakassuhdetutkimukset (Customer Relationship Studies) Suite of customer relationship research services including NPS (Net Promoter Score), customer experience measurement, mystery shopping, and lost customer analysis, helping organizations retain and develop customer relationships.
• Bränditutkimukset (Brand Research) Comprehensive brand research covering brand and target group studies, brand valuation, corporate brand research, and brand building strategies, including the flagship Brändien arvostus annual report.
• Kohderyhmät ja markkinointi (Target Groups and Marketing) Research-based target group segmentation and audience building, including customer segmentation, strategic segmentation, ready-made segmentation studies, Suomi kohderyhmiksi service for geographic targeting at 250m x 250m resolution, and audience creation for digital advertising platforms.
• Mediatutkimukset (Media Research) Custom media research services and ready-made concepts to evaluate how messages are received by target audiences, covering various media channels and formats.
• Sidosryhmä- ja mainetutkimukset (Stakeholder and Reputation Research) Stakeholder surveys, member surveys, and reputation studies to measure and manage relationships with various stakeholder groups and organizational reputation.
• Tuote- ja palvelukehitys (Product and Service Development Research) Concept and packaging tests, home use tests, taste and product tests, and eye-tracking studies to validate product development decisions before market launch.
• Työelämän tutkimukset (Work Life Research) Work life research including employee experience, strategy ladder, workplace enthusiasm, and employer image measurement to develop organizational culture and management practices.
• Yhteiskunnalliset tutkimukset (Societal Research) Public opinion polls, population studies, and political research to support societal development and policy decision-making.
• Valmiit tutkimukset (Ready-Made Studies) Pre-packaged annual research reports including Suomi Syö (food trends), Juomat (beverages), pikaruoka- ja kahvilaketjututkimus (fast food and café chains), kauppakeskustutkimus (shopping center), Työnantajamielikuvat (employer image), Korkeakoulujen bränditutkimus (higher education brands), Suomi hoitaa (healthcare), Ammattiliitot (unions), Yritysviestintätutkimus (corporate communications), and Hyväntekeväisyystutkimus (charity).
• Kuntatutkimukset (Municipal Research) Research services for municipalities including employer image surveys for Finland's largest municipalities, city and municipality tourism research, urban living studies, citizen surveys, municipal awareness and brand research, migration studies, student city research, and municipal image studies.
• Räätälöidyt tutkimukset (Custom Research) Ad hoc research projects tailored to individual client information needs across all industries, designed in collaboration with clients for specific research objectives and budgets.
• Tiedonkeruupalvelut (Data Collection Services) Research interview services across all methodologies including internet panel, telephone interview center, mail surveys, face-to-face interviews, hall/street interviews, mobile surveys, home use tests, group discussions, and in-depth interviews, delivered as data, cross-tabulations, dashboards, or reports.
• Kvalitatiivinen tutkimus (Qualitative Research) Qualitative research services including group discussions and in-depth interviews, online groups, observation, and ethnographic methods, delivered by subsidiary Inspirans, Finland's leading qualitative research firm.
• Segmentointitutkimukset (Segmentation Research) Consumer and stakeholder segmentation services including customer segmentation, strategic segmentation, and ready-made segmentation studies on themes such as housing, health, travel, food, transport, media, and values. Includes segment key integration to link segmentation into future surveys.
• Vaikutusalueanalyysit (Trade Area Analyses) Geographic catchment area analyses that define the influence zones of retail or service locations and profile the demographics, consumption habits, values, and purchasing behavior of residents within those areas.
• Ennakoiva tutkimus (Predictive Research) Future-oriented research services including scenario planning based on historical and current data combined with megatrend information, to strengthen organizational preparedness and strategic planning capabilities.
• Kohderyhmistä mainosyleisöiksi (Target Groups to Advertising Audiences) Research-based audience modeling service that converts survey research data into digital advertising audiences for platforms like Adform and Sanoma's digital media channels, enabling targeted advertising based on consumer insights.
• Suomi kohderyhmiksi palvelu (Finland as Target Groups Service) Geographic consumer profiling service that identifies target customers at grid resolution of 250m x 250m, enriched with Taloustutkimus economic data on values, attitudes, and lifestyles.

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability4 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• WIN (Worldwide Independent Network of Market Research)coreStrategic or Co-development PartnerTaloustutkimus is a member of WIN, a network of 40 independent research firms covering over 50 countries worldwide. This membership provides access to international research capabilities and cross-border project coordination.
• SanomacoreGTM or Marketing PartnerSanoma is a key advertising platform partnership for Taloustutkimus, enabling research-based audience segments to be activated across Sanoma's digital media properties.
• AdformcoreGTM or Marketing PartnerAdform is a key digital advertising platform partner. Taloustutkimus builds research-based audience segments and uploads them to Adform for programmatic advertising activation.
• Inspirans OycoreStrategic or Co-development PartnerInspirans is a wholly-owned subsidiary and Finland's leading qualitative research firm. It conducts qualitative research (focus groups, depth interviews, online groups) on behalf of Taloustutkimus clients.
• Turu-uuringute AS (Estonia)minorOthersWholly-owned subsidiary in Tallinn, Estonia. VAT EE100171169.
• Latvian Facts Ltd (Latvia)minorOthersWholly-owned subsidiary in Riga, Latvia. VAT LV40103083424.
• Market and Opinion Research Center VILMORUS Ltd (Lithuania)minorOthersWholly-owned subsidiary in Vilnius, Lithuania. VAT LT219774314.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat6 records

Key highlights7 records

Customer concentration

• Xx.com/taloustutkimus
• Facebookfacebook.com/Taloustutkimus
• LinkedInlinkedin.com/company/taloustutkimus-oy
• Instagraminstagram.com/taloustutkimus

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries4 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 Taloustutkimus