OvationMR

What OvationMR does

OvationMR is a privately held, founder-managed market research firm operating under Ovation-Worldwide Holdings LLC, headquartered in New York City and founded in 2016. The company provides global B2B and consumer research panel services, online sampling, survey programming, qualitative research, and dashboard reporting to brands, agencies, consultants, academic researchers, and healthcare/life sciences organizations. Its customer roster spans enterprises including Oracle, Motorola, Flowers Foods, Reckitt, and Harvard University, alongside research-focused firms such as W5 Insights, YPULSE, B2B International, and Material+. The company maintains ISO/IEC 27001 certification and active memberships in the Insights Association, Market Research Society (MRS), and ESOMAR, and is recognized by Quirks as a top online survey panel provider.

The company's core technology is an AI-augmented market research platform built around the EthOS Research Hub (acquired October 2024) for mobile ethnography, video storytelling, diary studies, and AI-driven conversational analysis, combined with a global panel network including specialized physician panels built over 15 years. Supporting infrastructure includes the SurveyWink participant portal, integration with IBM Watson for sentiment analysis, OpenAI for AI summaries and insight generation, Google Cloud Platform for hosting, Decipher/Intellisurvey for survey scripting, and various transcription and security vendors. OvationMR operates both DIY/self-serve platform access (EthOS) and fully managed research services, with AI capabilities assembled primarily through third-party APIs rather than proprietary models.

The business model is hybrid: revenue is generated through usage-based panel/sampling fees (cost per interview), project-based professional services for survey programming and managed research, subscription-based EthOS platform licensing (annual, with DIY and "Do it with Us" tiers), and academic research solutions. Go-to-market is primarily sales-led, combining direct enterprise field sales for large brands and managed engagements with inside sales for mid-market clients and self-serve online channels for smaller buyers. The company completed two acquisitions in 2024 — Qualibee.ai (AI capabilities, January) and Ethos (mobile ethnography, October) — and is pursuing growth through both organic product expansion and targeted M&A rather than venture capital scaling.

Name

OvationMR

Legal name

Ovation-Worldwide Holdings LLC

Website

https://ovationmr.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

OvationMR is a privately held global market research firm providing B2B and consumer research panels, online sampling, survey programming, and the EthOS mobile ethnography platform to brands, agencies, consultants, academic researchers, and healthcare organizations.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Panel & Sampling Services: Revenue generated from providing access to B2B and consumer research panels, online sampling services, and respondent recruitment for market research studies. Clients pay per interview or per sample delivered, with pricing based on target audience complexity, incidence rate, and study requirements.
2. Survey Programming & Professional Services: Fees for survey design, scripting, programming, translation, data processing, weighting, and analytical reporting services. These are project-based professional services engagements typically scoped as part of broader research mandates.
3. EthOS Platform Licensing: Licensing of the EthOS Research Hub platform for mobile ethnography, diary studies, and in-the-moment research. The platform supports both DIY (self-service) and managed service engagement models, with platform access available as a standalone license or bundled with research services.
4. Academic Research Solutions: Dedicated survey and panel solutions for academic researchers, including specialized sampling, questionnaire design, and institutional pricing structures for universities and research institutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

OvationMR provides global market research and decision intelligence services, delivering online survey panel access, B2B and consumer sampling, survey programming, and qualitative research. Its proprietary EthOS Research Hub enables mobile ethnography, in-the-moment diary studies, video storytelling, and AI-powered conversational analysis. The company serves brands, agencies, consultants, academics, and healthcare organizations with both managed research services and self-serve platform access.

Product overview

OvationMR is a global market research and decision intelligence platform that provides a comprehensive suite of integrated research solutions across B2B and consumer audiences. The portfolio combines the company's core panel and sampling infrastructure — including online sampling, survey programming, qualitative services, and specialized B2B/physician panels — with the EthOS Research Hub, a mobile ethnography and in-the-moment experience research platform acquired in October 2024. EthOS adds AI-powered conversational analysis, video storytelling, and diary study capabilities to the existing OvationMR toolkit. The platform also offers self-service analytical tools (sample size calculator, margin of error calculator, dashboard reporting) and manages the SurveyWink participant panel portal. Together, these products enable brands, agencies, and consultants to conduct quantitative and qualitative research across global audiences.

Differentiator

Problem solved

Functional benefit

Brands

• EthOS: Mobile ethnography and real-time customer experience research platform enabling in-the-moment feedback collection, video storytelling, and AI-powered analysis
• SurveyWink

Products and services

• EthOS Research Hub A mobile-centric in-the-moment experience research platform enabling mobile ethnography, video storytelling, and real-time diary studies, powered by AI conversational analysis for capturing authentic customer experiences in natural environments. Used by brands, agencies, and consultants for innovation research, customer journey understanding, and qualitative insight generation.
• Online Sampling

Quantifiable outcome

• Over 1,200 healthcare projects managed with specialized physician panels built over 15 years of operation.
• +1 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability8 records

Feature6 records

Partnerships

15 partnerships are on record, tiered core and supporting.

• Ethos (acquired entity)coreStrategic or Co-development Partner · 3 October 2024OvationMR acquired Ethos, an in-the-moment experience research platform specializing in mobile ethnography and real-time feedback tools. The acquisition combines Ethos' natural environment data collection capabilities with OvationMR's global research network and AI-driven solutions, strengthening OvationMR's position in consumer experience research.
• Microsoft 365supportingTechnology or IntegrationUsed for file storage, deliverable sharing, and email operations. Processes participant contact information for qualitative research studies and study data including analysis outputs. Location: United States.
• Decipher (FocusVision)supportingTechnology or IntegrationDecipher survey hosting and data collection platform used for survey responses, contact information, and demographic information in research studies.
• IntellisurveysupportingTechnology or IntegrationQueryOS platform serving as cloud infrastructure provider and AI model hosting for optional QueryOS feature. Models are never trained on client or participant data. Processes de-identified or pseudonymized study data.
• Incentive Distribution PlatformsupportingTechnology or IntegrationThird-party platform for incentive distribution to research participants, handling participant contact information and incentive fulfillment data.
• Analysis and Reporting PlatformsupportingTechnology or IntegrationPlatform for analysis and reporting services, processing participant interviews and interview video/audio content along with participant identifiers.
• Google Cloud PlatformsupportingTechnology or IntegrationUsed for EthOS platform hosting, storage, compute, and database services. Processes study content, account identifiers, and telemetry data for the EthOS research platform.
• Google FirebasesupportingTechnology or IntegrationProvides authentication, database, storage, and notification services for the EthOS mobile application. Processes account identifiers, user activity, and connection metadata.
• Google Text to SpeechsupportingTechnology or IntegrationUsed for transcriptions within the EthOS platform, processing audio content and participant video/audio recordings.
• WAF/CDN Provider (Imperva)supportingTechnology or IntegrationWAF/CDN and web security provider operating on a global edge network with logs stored in the United States. Processes IP addresses and network telemetry for security monitoring.
• ZENCODERsupportingTechnology or IntegrationVideo/audio transcoding service for the EthOS platform, processing participant audio/video content and connection metadata when the platform feature is enabled.
• Rev AIsupportingTechnology or IntegrationAI transcription service used within the EthOS platform when the transcription feature is enabled. Processes audio content for automated transcription.
• IBM WatsonsupportingTechnology or IntegrationIBM Watson provides sentiment/tone analysis capabilities for the EthOS platform, processing study content that may include participant identifiers to generate AI-powered qualitative insights.
• OpenAI (for AI Summaries/Insight)supportingTechnology or IntegrationAI summaries and insight generation within the EthOS platform, providing automated analysis of research content to accelerate decision-making.
• MailchimpsupportingTechnology or IntegrationTransactional email service integrated with the EthOS platform for participant communications. Processes participant contact information for research-related notifications.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/ovation_mr
• Facebookfacebook.com/ovationmr
• LinkedInlinkedin.com/company/ovationmr

Compliance4 records

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&A2 records

Investments

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

Frequently asked questions about OvationMR