Digital Taxonomy

What Digital Taxonomy does

Digital Taxonomy (operating under the trade name codeit) is a UK-based software company founded in 2016 that builds AI-powered verbatim coding software for the market research industry. The company's core platform, codeit, applies a human-led AI approach to automate the analysis of open-ended survey responses, combining generative AI (GPT integration for theme extraction and codeframe generation via the themeit and Codeframe Builder modules) with custom supervised machine learning for autocoding, and supporting human oversight via a manual coding interface. The platform follows a three-stage Extract-Refine-Apply workflow and processes survey data across more than 100 languages through an auto-translation module.

The product surface extends beyond coding into insight discovery through Deep Dive, a 2024-launched natural language chat interface for interrogating coded data, and includes native bi-directional integrations with major survey platforms such as Qualtrics and Nebu via an API-first architecture. Codeit is positioned within broader market research technology interoperability through participation in the TSAPI standards initiative.

Digital Taxonomy operates a horizontal SaaS model serving two primary segments: market research agencies (NielsenIQ, Dynata, Thomson Reuters, Burke, human8, Savanta, BVA BDRC, and others) and in-house corporate research teams (HelloFresh, PVH, THG, Tombola). Revenue is generated through annual subscriptions with usage-based pricing per verbatim coded, structured across three tiers: a 30-day free trial with full features, an Essentials tier starting at 25,000 verbatims per year, and a custom-priced Explorer enterprise tier. Go-to-market combines self-serve product-led acquisition for smaller teams with direct enterprise sales for large agencies, supported by content marketing, SEO, industry events, and strategic partnerships with survey platforms and coding service providers such as Language Connect.

Name

Digital Taxonomy

Legal name

Digital Taxonomy Limited

Website

https://digitaltaxonomy.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Digital Taxonomy (operating as codeit) is a UK-based software company that provides AI-powered verbatim coding software for the market research industry, using generative AI and custom machine learning to automate open-ended survey response coding for agencies and in-house research teams globally.

Ownership category

akta.pro rank

Product category

Verbatim Coding Software

NAICS

Software Publishers (513210), Software Publishers (5132)

SIC

Services-Prepackaged Software (7372), Services-Computer Processing & Data Preparation (7374)

akta.pro industry

PRIMARYBPAEAHAG

Generative AI & LLM Solutions Services (RAG, Agents, Copilots)

Business & Public Services/IT & Digital Services (Managed Services, Systems Integration)/Data, Analytics & AI Services

Keywords

• Verbatim coding software
• Survey text analytics
• AI coding platform
• Market research software
• Codeframe management

Headquarters

HQ city

Folkestone

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription-based Software Licensing: Annual subscription model based on volume of verbatims processed. No license fee, usage-based pricing per verbatim coded.
2. Usage-based Verbatim Coding: Volume-based pricing where clients pay per verbatim coded. Cost scales with usage, no hidden costs.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Digital Taxonomy develops and sells codeit, an AI-powered verbatim coding platform that enables market research teams to analyze open-ended survey responses. The software follows an Extract-Refine-Apply workflow that combines generative AI, custom machine learning, and human oversight to automate theme extraction, codeframe building, and large-scale coding of survey verbatim data across 100+ languages.

Product overview

Digital Taxonomy's codeit is a unified AI-powered verbatim coding platform designed for market research teams to analyze open-ended survey responses. The platform follows a three-step Extract-Refine-Apply workflow combining generative AI, custom machine learning, and human oversight. The core codeit platform integrates specialized modules including themeit (AI theme extraction), Codeframe Builder (GPT-powered codeframe generation), Manual Coding interface, Brand Coding tool, Deep Dive (natural language data exploration), Machine Learning (autocoding), Data Links (survey platform connections), and Auto Translation (100+ languages). These are available through two pricing tiers: Essentials (for small teams with basic autocoding) and Explorer (enterprise tier with full AI capabilities including Deep Dive and machine translation).

Differentiator

Problem solved

Functional benefit

Products and services

• codeit AI-powered verbatim coding software platform that enables market research teams and agencies to analyze open-ended survey responses quickly and accurately. Uses a human-led AI approach combining the speed of AI with human intelligence, following an Extract-Refine-Apply workflow. Serves enterprises conducting consumer research, brand tracking, and survey analysis.
• themeit AI-powered theme extraction and visualization tool that uses generative AI to automatically extract themes and sentiments from verbatim survey data. Provides a visual interface for exploring themes and analyzing coded responses, serving market researchers who need to discover new themes where no existing coded data exists.

Quantifiable outcome

• Clients saved approximately $3 million in the past year through platform usage
• +2 more outcomes

Named customers28 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability6 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Language ConnectcoreTechnology or IntegrationPartnership where Language Connect uses codeit as their coding platform for processing survey verbatim data. Represents a customer-partner relationship where codeit serves as the underlying technology.
• TSAPIminorStrategic or Co-development PartnerInvolvement in TSAPI initiative to standardize survey platform interconnection. Contributes to industry standards development for survey platform interoperability.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Forsta: Market research and experience technology platform (formed from the merger of Confirmit and InMoment) offering survey, text analytics, and verbatim analysis capabilities. Directly competes with codeit for the same enterprise MR and CX research buyers.
• Relative Insight: Comparative text analytics platform specializing in language comparison for market research and consumer insight teams. Overlaps with codeit in serving MR agencies and corporate insight functions.
• Chattermill: AI customer feedback analytics platform that uses LLMs to unify and theme unstructured feedback data. Comparable technology approach and adjacent customer base (CX, insights teams).
• Luminoso: AI text analytics company applying NLP to open-ended survey responses, customer feedback, and support tickets. Direct overlap in automated theme discovery and verbatim categorization.
• Thematic: AI-driven text analytics platform that uses NLP/LLMs to surface themes and sentiment from customer feedback. Comparable product architecture (theme extraction, AI-assisted coding) and overlapping customer base in CX and research.
• Caplena: AI-powered verbatim and open-ended response analysis platform purpose-built for market research. Closest direct competitor to codeit in the automated coding and theme extraction niche.

Broad incumbents

• Qualtrics: Dominant enterprise experience management platform with native text analytics, sentiment analysis, and verbatim coding features. Competes broadly with codeit while also serving as a distribution partner via the Qualtrics Data Link integration.
• Medallia: Large enterprise experience management platform with built-in text analytics and AI-driven verbatim analysis. Broader portfolio than codeit but overlaps on the AI-powered verbatim analysis workflow.

Emerging players

• Keatext: AI-based text analytics and verbatim analysis platform focused on customer experience use cases. Smaller competitor with overlapping NLP-driven coding and theme extraction capabilities.
• ATLAS.ti: Qualitative data analysis software used for coding and theming text-based research data. Adjacent competitor for academic and qualitative research workflows where codeit also serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/codeit-codingsoftware
• Xx.com/digitaltaxonomy

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Digital Taxonomy