Kantar Sifo
Kantar Sifo (operating as SIFO) is a Stockholm-based market research firm specializing in Swedish media measurement, advertising effectiveness analysis, and audience analytics. Part of the Fifty5Blue group, it serves media buyers, advertisers, agencies, and market researchers across Sweden.
- Company typePrivate
- Founded2005
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Kantar Sifo does
Kantar Sifo (operating commercially as SIFO) is a Stockholm-based market research firm specializing in Swedish media measurement, advertising effectiveness analysis, and audience analytics. Founded in 2005 and now operating within the Fifty5Blue group — a research network with parallel operations in Sweden and London — the company has built a roughly two-decade track record in measurement of advertising and PR. Its portfolio is anchored by a comprehensive Media Audit suite (covering podcasts via Poddindex, Mediafacts, Gold Standard benchmarks, influencer marketing, email, traffic, print, and campaign audits) and a Media service line that delivers advertising measurements (Reklammätningar), reach measurements (Räckviddsmätningar), and radio surveys (Radioundersökningar). Supporting offerings include SifoPanelenExpress for rapid panel-based survey deployment, Målgruppsanalys for audience segmentation, and the SIFO ORVESTO platform that pairs an insights laboratory (ORVESTO Insiktslabb) with a data-driven insights workshop (Datadriven Insiktsworkshop).
Underlying technology consists of panel-based survey infrastructure and Swedish-market media consumption datasets accumulated over 20 years, supported by syndicated audience-measurement methodologies including the ORVESTO product suite. No proprietary AI/ML models, APIs, or SDKs are disclosed in the available data; the differentiator is positioned as domain specialization, accuracy of reach measurement, and methodological rigor rather than algorithmic innovation.
The business model is a B2B service model selling measurement, audit, and audience-analytics engagements to Swedish media buyers, advertisers, agencies, and market researchers. Pricing is not publicly disclosed and is handled via contact-based quotation. The company reaches customers through direct B2B sales focused on the Swedish market, supplemented by a content-marketing presence through research reports and its website (kantarsifo.se / fifty5blue.com/se). The primary customer segment is the media and advertising industry; secondary segments include market researchers and the Sifopanelen survey-respondent community. Kantar Sifo functions effectively as the Swedish-market arm of Fifty5Blue's broader international research network.
Kantar Sifo firmographics
Firmographics- Name
- Kantar Sifo
- Website
- https://kantarsifo.se
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Kantar Sifo (operating as SIFO) is a Stockholm-based market research firm specializing in Swedish media measurement, advertising effectiveness analysis, and audience analytics. Part of the Fifty5Blue group, it serves media buyers, advertisers, agencies, and market researchers across Sweden.
- Ownership category
- akta.pro rank
Kantar Sifo industry classification
Industry- Product category
- Market Research & Media Measurement
- NAICS
- Marketing Research and Public Opinion Polling (541910)
- SIC
- Services-Testing Laboratories (8734)
- akta.pro primary industry
- Media & Audience Measurement Analytics (BPAHALAO)
- akta.pro secondary industries
- National TV & Cross-Platform Audience Measurement Panels (MPABAOAA), Competitive Intelligence & Market Share Benchmarking (Networks/Stations) (MPABAOAJ), Public Relations Measurement, Analytics & Monitoring (BPAFADAL)
Keywords
Where Kantar Sifo is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Markets served
Kantar Sifo business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Distribution channels1 record
Marketing channels2 records
Kantar Sifo product offering
Product offeringCore offering
Kantar Sifo provides media measurement, advertising auditing, and consumer research services for the Swedish market. The company offers panel-based surveys, audience analytics, and campaign effectiveness measurement through products such as SifoPanelenExpress, Sifo ORVESTO, and a suite of Media Audit services covering podcasts, print, digital, and influencer channels.
Product overview
Kantar Sifo operates as SIFO within the Fifty5Blue group, offering a unified portfolio of media research and measurement solutions for the Swedish market. The core offering consists of Media Audit services (covering podcasts, media facts, gold standard benchmarks, influencer marketing, email, traffic, print, and campaign auditing) and Media measurement services (advertising measurement, reach measurement, and radio surveys). Supporting products include SifoPanelenExpress for rapid panel surveys, Målgruppsanalys for audience segmentation, and the SIFO ORVESTO suite combining an insights laboratory and data-driven workshops for audience targeting. The company leverages 20 years of experience in advertising and PR analysis and measurement.
Differentiator
Problem solved
Functional benefit
Products and services
- Media Audit
- Media Measurement Media consumption measurement and advertising effectiveness services including advertising measurements (Reklammätningar), reach measurements (Räckviddsmätningar), and radio surveys (Radioundersökningar), providing detailed statistics on Swedish media consumption across all media types.
- SifoPanelenExpress Panel-based survey system for rapid survey deployment and data collection among Swedish respondents, providing express access to a research panel for market research needs.
- Målgruppsanalys Audience analysis service providing target group profiling and segmentation insights for the Swedish market, helping clients understand and define target audiences.
- SIFO ORVESTO Comprehensive audience measurement platform including ORVESTO Insiktslabb (insights laboratory) and Datadriven Insiktsworkshop (data-driven insights workshop) for advanced audience analytics and targeting.
Companies that use Kantar Sifo
Customer profileSegments3 records
Ideal customer profiles2 records
Kantar Sifo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Kantar Sifo partnerships and signals
Strategic signalRecent moves4 records
Expansion highlights4 records
Kantar Sifo competitors and assessment
Company assessmentBroad incumbents
- Nielsen: Global leader in audience measurement, TV ratings, and media analytics. Comparable because it provides the cross-platform audience measurement and advertising effectiveness services that Kantar Sifo offers at the Swedish level.
- Kantar: Global market research and media measurement firm whose brand is referenced in the subject company's name. Comparable because it offers the same media measurement, audience insights, and advertising effectiveness services at global scale.
- Ipsos: Global market research firm with strong Nordic presence offering audience measurement, advertising research, and consumer insight services directly comparable to Kantar Sifo's portfolio.
- GfK (now NIQ): Consumer insights and media measurement firm operating in Europe. Comparable because it delivers audience research, panel-based studies, and advertising effectiveness measurement used by brands and media sellers.
- NielsenIQ: Consumer intelligence and audience measurement arm of Nielsen. Comparable because it provides panel-based consumer research and media measurement data similar to SifoPanelenExpress and ORVESTO.
Direct peers
- comScore: Cross-platform audience measurement and advertising analytics provider. Comparable because it delivers audience reach, campaign ratings, and media effectiveness measurement services overlapping with Kantar Sifo's offering.
- GWI (Global Web Index): Audience research platform providing panel-based consumer insights across media consumption and demographics. Comparable because it offers the same panel-driven audience profiling that SifoPanelenExpress and ORVESTO deliver for Sweden.
- Orvesto Konsument (Kantar Sweden): Swedish consumer survey panel historically operated by Kantar. Comparable because it overlaps directly with the Sifo ORVESTO product suite in providing Swedish audience measurement and consumer insights.
Emerging players
- Similarweb: Digital audience and media measurement platform. Comparable because it provides reach and engagement measurement across digital channels, intersecting with Kantar Sifo's digital traffic and email audit services.
Regional players
- MMGY (MMGY Global): Research firm focused on travel and consumer insights with Nordic operations. Comparable because it offers panel-based market research and audience analytics similar in methodology to SIFO.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights5 records
Customer concentration
Kantar Sifo social profiles
Digital presenceKantar Sifo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kantar Sifo leadership team
Management profileNumber of profiles
Kantar Sifo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kantar Sifo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Kantar Sifo
What does Kantar Sifo do?
Kantar Sifo provides media measurement, advertising auditing, and consumer research services for the Swedish market. The company offers panel-based surveys, audience analytics, and campaign effectiveness measurement through products such as SifoPanelenExpress, Sifo ORVESTO, and a suite of Media Audit services covering podcasts, print, digital, and influencer channels.
When was Kantar Sifo founded?
Kantar Sifo was founded in 2005. It employs 11 to 50 people.
Where is Kantar Sifo based?
Kantar Sifo is headquartered in Stockholm, Sweden, in the Europe region.
Who are Kantar Sifo's main competitors?
Broad incumbents on record are Nielsen, Kantar, Ipsos, GfK (now NIQ) and NielsenIQ. Direct peers are comScore, GWI (Global Web Index) and Orvesto Konsument (Kantar Sweden). Similarweb is listed as an emerging player. MMGY (MMGY Global) is listed as a regional player.
Does Kantar Sifo have an API?
No public API is recorded for Kantar Sifo.
What industry is Kantar Sifo in?
Kantar Sifo's product category is Market Research & Media Measurement. Its primary akta.pro industry code is BPAHALAO, Media & Audience Measurement Analytics, with a secondary code of MPABAOAA, National TV & Cross-Platform Audience Measurement Panels. Its NAICS code is 541910 and its SIC code is 8734.