Moweb

What Moweb does

Moweb research GmbH is a privately held, founder-owned market research institute headquartered in Düsseldorf, Germany, founded in 2004 by CEO Herbert Höckel. The company operates a proprietary, fully owned online panel infrastructure of more than 3 million verified panelists across 30+ countries, split into Consumer (B2C) and Business (B2B) segments, and serves as both a panel provider and full-service research execution partner to market research institutes, agencies, and direct brand clients. Its research services span study design, survey programming, mixed-mode (web and CATI) data collection, text coding, cross-tabulations, data analysis, and PowerPoint reporting, supplemented by specialized offerings such as eye tracking, concept and product testing, brand and segmentation studies, and an AI-driven influencer matching tool (MindsetMatching®) built on the OCEAN personality model. Quality is enforced through the MO+ Quality framework with multi-stage validation, anti-fraud measures, and active panel maintenance.

Moweb monetizes primarily through usage-based per-project pricing on a mix of standardized service components (e.g., €1.00 per German interview, €900 survey scripting, €450 coding, €750 cross-tabulations, €1,500 reports) plus quoted professional services for study design and analysis. Distribution combines an online quote configurator for mid-market self-serve buyers with personal advisory from panel consultants for enterprise engagements, supported by participation in ESOMAR and succeet industry events and a thought-leadership program led by the CEO. The firm has executed an active expansion program in 2025, acquiring Facts & Figures Group® and joining the IRIS Market Research Worldwide global network, while maintaining a Hamburg presence via a strategic partnership with Heartbrands. Named enterprise customers span financial services, automotive, retail, technology, media, beverages, pharmaceuticals, telecom, and consulting, indicating a diversified revenue base across at least ten verticals.

Name

Moweb

Legal name

moweb research GmbH

Website

https://mowebresearch.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

Moweb research GmbH is a Düsseldorf-based, founder-owned market research institute operating a proprietary online panel of 3M+ verified respondents across 30+ countries, providing panel access, survey design, mixed-mode data collection, and full-service research to enterprises, agencies, and research institutes.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191)

akta.pro industry

PRIMARYBPAHALAJ

Survey, Panel & Fieldwork Services

Business & Public Services/Professional Services (Legal, Accounting, Consulting)/Research, Analytics & Expert Services

Keywords

• Online panel services
• Market research institute
• B2B decision-maker panels
• Consumer panel sampling
• Survey programming services

Headquarters

HQ city

Düsseldorf

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Panel Respondent Provision: Supplying precisely targeted, verified respondents from owned panel infrastructure for market research studies. Panelists are fully profiled, actively maintained, and held to strict quality standards.
2. Survey Programming: Technical setup and programming of online surveys for clients, handling questionnaire implementation.
3. Data Processing Services: Coding of text responses by topic, cross-tabulations, and data analysis with insights generation.
4. Research Design and Consultation: Study design, questionnaire development, and expert advisory on sample design, incidence assumptions, and quality thresholds.
5. Reporting: PowerPoint reports and management summaries, with standards research deliverables within 72 hours.
6. Translation Services: Translation of questionnaire text for international multi-country studies.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels12 records

Core offering

Moweb is a full-service market research institute that owns and operates proprietary online panel infrastructure with more than 3 million verified panelists across 30+ countries, supplying precisely targeted respondents to market research institutes, agencies and brands. The company delivers both Consumer (B2C) and Business (B2B) panels, along with survey programming, data processing, analysis, reporting, translation, mixed-mode (web + CATI) research, eye tracking, and the AI-powered MindsetMatching® tool for influencer-brand personality matching.

Product overview

Moweb is a full-service market research institute and panel provider based in Düsseldorf, Germany. The company operates a dual offering: (1) Proprietary owned and operated online panels with over 3 million verified panelists across 30+ countries, split into Consumer (B2C) and Business (B2B) segments; and (2) A comprehensive suite of research services including survey design, programming, translation, data analysis, and specialized research methodologies. Key services include Customer Journey analysis, Concept/Product testing, Eye Tracking (MOplus 360), Brand Value/Awareness studies, Segmentation, and Persona development. The company also offers an AI-powered tool called MindsetMatching® for influencer-brand matching using personality psychology. Additional offerings include Mixed Mode (web + telephone) research and CATI telephone surveys, all supported by the MO+ Quality framework for panel validation and data quality.

Differentiator

Problem solved

Functional benefit

Products and services

• Consumer Panel (B2C) Demographically balanced and continuously profiled consumer samples across all major markets, providing market research institutes, agencies and brands with verified everyday consumers for studies such as consumer behavior, brand perception, product testing, customer satisfaction and segmentation.
• Business Panel (B2B) Specialized panel providing market research institutes, agencies and brands with access to hard-to-reach B2B audiences including executives, fleet managers, HR professionals, IT departments, management and marketing decision-makers.
• MindsetMatching® AI-powered data-based tool that uses the OCEAN (Big Five) personality model and social listening to analyze influencer social media behavior, match influencers to brands based on personality compatibility, and calculate advertising utility for marketers and brand teams.
• Survey Programming Technical setup and scripting of online questionnaires for market research studies, priced per project and supporting questionnaire implementation across international markets.
• Translation Services Translation of questionnaire text into multiple languages to support international multi-country market research studies.
• Text Coding

Quantifiable outcome

• 3M+ verified panelists available worldwide
• +3 more outcomes

Named customers30 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• IRIS Market Research WorldwidecoreStrategic or Co-development Partner · 19 May 2025Moweb became a new member of IRIS Market Research Worldwide in May 2025. IRIS is a global research network. Moweb participated in an AI Perceptions study with IRIS examining trends in awareness, usage, understanding, and attitudes towards AI in both private and professional contexts.
• Facts & Figures Group®coreStrategic or Co-development Partner · 8 April 2025Moweb research took over the Facts & Figures Group® in April 2025, expanding its market research capabilities and service offerings.
• AMR Advanced Market ResearchcoreStrategic or Co-development Partner · 5 October 2023Moweb and AMR Advanced Market Research partner on mixed-mode research, combining web and telephone methodologies for global research coverage through mixedmode.org initiative.
• Technische Hochschule Ostwestfalen-Lippe (TH OWL)minorStrategic or Co-development Partner · 24 March 2021Joint study with TH OWL on time change attitudes in Germany. The study found that approximately three-quarters of Germans want to abolish daylight saving time, with the majority preferring permanent summer time.
• HeartbrandscoreStrategic or Co-development Partner · 23 March 2021Strategic partnership between moweb research and Heartbrands for evidence-based communication and brand strategy. The partnership combines more than 60 employees from both companies in Düsseldorf and Hamburg. Heartbrands provides strategic communication and creative services while moweb provides market research and target audience insights.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Ipsos: Ipsos is one of the world's largest market research firms running large-scale consumer and B2B panels alongside custom research services. It serves the same enterprise clients Moweb courts and competes for the same multi-country research RFPs, though across a much broader portfolio.
• GfK: GfK is a globally operating market research incumbent headquartered in Germany, offering consumer and B2B panels plus extensive syndicated and custom research. While Moweb operates at a smaller scale, GfK's German HQ and panel-based methodology make it the most relevant broad incumbent peer.
• Kantar: Kantar is a global market research and consumer insights group operating proprietary panels and brand-tracking products. As a diversified incumbent with overlapping B2C and B2B research offerings, Kantar is a relevant comparator for Moweb's service range and client base.

Direct peers

• Dynata: Dynata is the world's largest first-party online panel operator with tens of millions of opted-in panelists across 100+ countries. It directly competes with Moweb on supply of verified B2C and B2B respondents, programmatic sample, and project execution for market research buyers in Moweb's core verticals.
• Norstat: Norstat is a European data collection company providing owned online panels and mixed-mode fieldwork across the Nordics, DACH, and other European markets. Its owned-panel, multi-country positioning and Scandinavian/DACH overlap make it a directly comparable peer to Moweb.
• Cint: Cint operates a global digital marketplace connecting sample buyers to panel supply, including enterprise-grade exchange technology and direct panel inventory. It competes with Moweb's owned-panel proposition as both a sourcing alternative and a hybrid buyer-supplier model.
• Bilendi: Bilendi is a European panel technology and data services provider operating owned B2C and B2B panels with strong presence in France, Germany, Italy, Spain and the UK. It is a direct competitor to Moweb for German and pan-European panel supply and research services.
• Toluna: Toluna operates a global online panel network and end-to-end digital research platform serving agencies, brands, and research institutes. Like Moweb, it monetizes sample supply and full-service research, and competes for the same multi-country project RFPs Moweb pursues.
• YouGov: YouGov is a panel-based research and data analytics firm with one of the largest owned consumer panels globally. It offers syndicated and custom research using proprietary panel methodology — directly comparable to Moweb's owned-panel, full-service positioning in Europe and beyond.

Emerging players

• Netquest (Ipsos): Netquest, now part of Ipsos, operates owned online panels across Southern Europe and Latin America and competes specifically in digital sample supply. It represents a peer of comparable size and specialization to Moweb, with complementary geographic reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/mowebresearch
• Facebookfacebook.com/mowebresearch
• LinkedInlinkedin.com/company/mowebresearch
• Instagraminstagram.com/mowebresearch

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 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 Moweb