What Valsplat does

Valsplat is a Dutch UX research and design consultancy founded in 2000 and headquartered in Nieuwersluis, with research operations in Amsterdam. The firm provides professional services across UX research, UX/UI design, CX management and operations, service design, product design, design sprints, and experiment design, with each engagement built around user-centered methodologies such as user testing, concept testing, diary studies, card sorting, tree testing, and customer journey mapping.

Its core technology base is methodological rather than software-based: after the May 2024 acquisition of Braingineers, Valsplat incorporated EEG-headset-based neuro UX research into its service stack, enabling measurement of subconscious responses (frustration, attention, pleasure). The company also maintains proprietary frameworks, including a UX maturity canvas and the publicly downloadable "Design by Insight Maturity Scale" tool. Research infrastructure includes in-house and partner labs (Happy Labs) plus remote research tooling and panel management via Condens, TheyDo, and Smaply. APIs and software products are not part of the offering.

Valsplat makes money through professional services revenue: B2B consulting engagements with enterprise and mid-market clients, primarily in the Netherlands, with a smaller international footprint in the UK, Switzerland, Brazil, and Canada. Pricing is quote-based, with free quickscans used as a top-of-funnel lead generator. Customer segments include large Dutch enterprises (BNG Bank, NS, Lotus, Bol & PostNL, Centraal Beheer, Odido), government and public sector (NL Design System), and non-profit and cultural organizations (War Child, ARTIS, Kunstmuseum Den Haag). The firm is B-Corp certified, a wholly privately held entity under the De Goede Orde collective, and has not raised disclosed institutional funding.

Name

Valsplat

Legal name

Valsplat

Website

https://valsplat.nl

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Valsplat is a Dutch UX research and design consultancy founded in 2000 that helps large Dutch enterprises, government, and non-profit organizations improve digital customer experience through user research, design, and CX strategy services, including neuro UX research via its Braingineers-acquired EEG capability.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

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

Revenue model

1. UX Research & Design Consulting: Professional services revenue generated through UX research, design, and strategy consulting engagements with enterprise clients. Services include UX testing, concept testing, customer journey mapping, CX maturity consulting, training, and coaching.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Valsplat is a Dutch UX research and design consultancy that provides human-centered research, design, and strategy services to organizations seeking to improve digital customer experiences. It sells end-to-end consulting engagements spanning UX research (including Neuro UX testing with EEG), UX/UI design, customer experience (CX) management and operations, service design, product design, design sprints, experiment design, and CX training. Services are delivered as bespoke consulting projects rather than packaged software products.

Product overview

Valsplat is a UX research and design consultancy firm founded in 2000, offering a comprehensive suite of human-centered design services. The company operates as a single unified service offering rather than a software product platform, providing end-to-end support from exploratory research and strategy through design execution and validation. Core services span UX Research (including traditional and Neuro UX testing with EEG), UX/UI Design, CX Management & Operations, Service Design, and Product Design. Additional offerings include Design Sprints, Experiment Design, and Training programs. In 2024, Valsplat acquired Braingineers, a neuromarketing company, expanding its research capabilities with neuroscience-based methodologies. The company serves as a strategic partner to organizations seeking to improve digital experiences through customer insights.

Differentiator

Problem solved

Functional benefit

Products and services

• UX Research Comprehensive UX research services covering UX testing, Neuro UX testing (with EEG headset), unmoderated testing, design surveys, card sorting, tree testing, and expert reviews. Designed for organizations that need to understand customer needs, behaviors, and pain points through qualitative and quantitative methods.
• UX/UI Design User interface and experience design services that translate research insights into user-friendly digital products and interfaces for client organizations.
• CX Management & Operations Customer experience strategy and organizational development services including CX maturity scans, vision development, metrics implementation, customer journey management, and optimization of research and design operations.
• Service Design Service design offerings including exploratory research, ideation sessions, experiment design, customer journey mapping, and persona (stereotyping) development to understand and define customer groups.
• Product Design Product design services including product vision development, concept testing, design sprints, concept car development, and prototyping to guide product development from ideation through validation.
• CX Training & Academy Training programs and coaching services that help organizations develop internal UX research capabilities, including interview training, research methodology education, and team skill development.
• Neuro UX Research Advanced UX research methodology using EEG headsets to measure subconscious customer experience indicators including frustration, attention, and pleasure, providing insight into unconscious responses that traditional testing cannot capture.
• Design Sprints Five-day accelerated design methodology covering problem understanding, solution generation, decision-making, prototype building, and user validation for tackling complex design challenges.
• Experiment Design Real-world experimentation services that test new product or service propositions before build by measuring actual customer behavior through designed experiments in relevant contexts.
• Research & Survey Facilities Research facilities including in-house UX labs, partner labs (Happy Labs), pop-up labs, remote research tooling, respondent recruitment and panels, and research tooling implementation (Condens, TheyDo, Smaply).

Quantifiable outcome

• 32% more revenue growth for companies that seriously prioritize design and structurally test against user needs
• +2 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• BraingineerscoreStrategic or Co-development Partner · 29 May 2024Valsplat acquired Braingineers, a neuromarketing research company that integrates EEG neurodata into UX research. The acquisition relocated Braingineers' neurolab to Valsplat's research facility in Amsterdam, enhancing Valsplat's understanding of human behavior and improving digital user experiences through neuro-UX capabilities.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/valsplat
• Xx.com/valsplat

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Valsplat