Mushin
Mushin is a French co-creation platform that enables large B2C brands to engage consumer communities of 100-200 participants over multi-month engagements for product innovation, validation, and category expansion across Europe.
- Company typePrivate
- Founded2013
- HeadquartersMarcq-en-baroeul, France
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Mushin does
Mushin is a French digital co-creation platform founded in 2013 by Bernard Soriano and headquartered in Marcq-en-Baroeul, in the Lille metropolitan area. The company is legally organized as Mushin Lab, an Association Loi 1901 (French non-profit organization) with SIRET 79057428900027, and operates with a team of 11-50 people. Mushin positions itself as a structured channel through which large B2C brands can integrate recruited consumer communities into their product development lifecycle, addressing the cited industry problem that 76% of new product launches fail in their first year on the market.
The company's core product is a mobile and web visual platform that facilitates dialogue between brand teams and consumer communities over engagements typically under three months. Each project involves 100-200 recruited consumer participants, materially more than traditional focus groups (which the company benchmarks at ~10 participants per session), and is structured around a five-step methodology: gather ingredients, engage and create content, learn and enrich, test and iterate, and validate and launch. The platform supports longitudinal observation, iterative testing, and proposal validation, and is paired with expert accompaniment from the Mushin team who manage community recruitment, facilitation, and synthesis.
Mushin generates revenue through structured co-creation project engagements sold directly to enterprise B2C brands via a consultative sales motion that begins with an expert-led consultation. Pricing is not publicly disclosed and engagements are project-based. Named enterprise customers include Decathlon (with affiliated brands Btwin and Domyos), Danone, Leroy Merlin (parent Adeo), Auchan, Salomon, Cuisinella, and Bonduelle, with documented project work in France, Italy, and Spain. The firm is privately held with no disclosed external funding rounds, no parent company, and operates under founder ownership.
Mushin firmographics
Firmographics- Name
- Mushin
- Legal name
- Mushin Lab
- Website
- https://mymushin.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mushin is a French co-creation platform that enables large B2C brands to engage consumer communities of 100-200 participants over multi-month engagements for product innovation, validation, and category expansion across Europe.
- Ownership category
- akta.pro rank
Mushin industry classification
Industry- Product category
- Co-creation and consumer insights platform
- NAICS
- Software Publishers (5132)
- SIC
- Services-Advertising Agencies (7311), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Creative Concepting & Campaign Development (BPAFAEAD)
Keywords
Where Mushin is headquartered
LocationHeadquarters
- HQ city
- Marcq-en-baroeul
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
Mushin business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Co-creation Platform & Consulting Services: Mushin generates revenue through structured co-creation project engagements with enterprise brand clients. Each engagement involves the Mushin team recruiting consumer profiles, facilitating community dialogue, and guiding brand teams through a 5-step co-creation process using the Mushin digital platform. Engagements appear to be project-based with a defined duration (under 3 months), suggesting a professional services / managed services revenue model.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
Mushin product offering
Product offeringCore offering
Mushin provides enterprise brand clients with a visual mobile and web co-creation platform plus structured facilitation services to engage 100–200 consumer participants in product innovation projects lasting under three months. The company recruits and manages consumer communities, runs the iterative co-creation dialogue, and guides brand teams through a five-step methodology (gather, engage, learn, test, validate) using its digital tooling and expert accompaniment.
Product overview
Mushin is a single unified co-creation platform designed for customer-centric innovation. The platform facilitates ongoing dialogue between brand teams and consumer communities, enabling iterative product development through a hybrid approach combining digital engagement with expert accompaniment. The offering centers on the Mushin Platform, which serves as a visual space for exchange where companies can scale consumer observation (100-200 participants vs traditional 10), gather actionable insights, and validate product concepts before market launch.
Differentiator
Problem solved
Functional benefit
Products and services
- Mushin Platform A visual mobile and web co-creation platform that enables brands to engage 100–200 consumer participants in product development through ongoing dialogue, observation, and iterative collaboration over extended periods of under three months, accompanied by expert-led facilitation of a five-step co-creation methodology (gather, engage, learn, test, validate).
Quantifiable outcome
- 1873 exchanges and 12 actionable insights generated in a single Decathlon cycling commuter engagement
- +4 more outcomes
Companies that use Mushin
Customer profileNamed customers6 records
Segments1 record
Ideal customer profiles1 record
Mushin technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Mushin partnerships and signals
Strategic signalScale indicators7 records
Recent moves5 records
Expansion highlights5 records
Mushin competitors and assessment
Company assessmentDirect peers
- Suzy: Suzy is a real-time consumer insights platform that connects brands directly with opted-in consumer panels for rapid research and concept testing. It is directly comparable to Mushin — both serve enterprise brands with managed consumer-engagement services combined with proprietary digital platforms, though Suzy emphasizes speed and self-serve research.
- Toloka: Toloka is a crowdsourcing platform enabling companies to collect and annotate data from a global pool of contributors for AI and research use cases. It is comparable to Mushin in its use of managed community networks for structured enterprise data collection, though Toloka focuses more on AI training data.
- Discuss.io: Discuss.io is a video-first market research platform connecting brands with consumer participants for live interviews, focus groups, and longitudinal research. It is comparable to Mushin as both provide enterprise brands with structured consumer-engagement workflows, though Discuss.io emphasizes synchronous video dialogue.
- Attest: Attest is a consumer research platform giving brands access to proprietary consumer panels for brand tracking, concept testing, and market research. It is directly comparable to Mushin as both serve enterprise brands with panel-based, software-enabled consumer insights rather than traditional agency services.
- Toluna: Toluna operates one of the world's largest online consumer panels and a technology platform for survey-based market research. It is directly comparable to Mushin in providing enterprise brands with panel-based consumer insights through a software-enabled delivery model.
Broad incumbents
- Ipsos: Ipsos is one of the world's largest market research companies, serving global enterprise clients with consumer insights, product testing, and innovation research. It is comparable to Mushin in serving enterprise brands' product innovation and consumer research needs, but operates at vastly broader scale across many methodologies.
- Kantar: Kantar is a global market research and insights firm offering brand tracking, consumer panel, and innovation services to enterprise clients. It is comparable to Mushin in addressing enterprise brands' product innovation needs, but with a vastly broader portfolio and global reach.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Mushin social profiles
Digital presenceMushin compliance and trust
Trust signalCompliance1 record
Mushin financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mushin leadership team
Management profileNumber of profiles
Profiles1 record
Mushin funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mushin M&A and investment
M&A and investmentM&A
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mushin
What does Mushin do?
Mushin provides enterprise brand clients with a visual mobile and web co-creation platform plus structured facilitation services to engage 100–200 consumer participants in product innovation projects lasting under three months. The company recruits and manages consumer communities, runs the iterative co-creation dialogue, and guides brand teams through a five-step methodology (gather, engage, learn, test, validate) using its digital tooling and expert accompaniment.
Is Mushin a public or private company?
Mushin is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Mushin founded?
Mushin was founded in 2013. It employs 11 to 50 people.
Where is Mushin based?
Mushin is headquartered in Marcq-en-baroeul, France, in the Europe region.
How does Mushin make money?
One revenue line is on record: co-creation Platform & Consulting Services.
Who are Mushin's main competitors?
Direct peers on record are Suzy, Toloka, Discuss.io, Attest and Toluna. Broad incumbents are Ipsos and Kantar.
Does Mushin have an API?
No public API is recorded for Mushin.
What industry is Mushin in?
Mushin's product category is Co-creation and consumer insights platform. Its primary akta.pro industry code is BPAFAEAD, Creative Concepting & Campaign Development. Its NAICS code is 5132 and its SIC code is 7311.