What Wilke does

Wilke A/S is a Danish market research and customer experience consultancy founded in 1999 and headquartered in Odense, with additional offices in Copenhagen and Aarhus. The firm operates a proprietary 50,000-member consumer panel and conducts approximately 958,000 interviews annually, leveraging it to deliver customer satisfaction tracking, brand and product research, concept testing, taste testing, mystery shopping, and segmentation studies across more than a dozen sectors including Consumer Goods, Financial Services, Retail & E-commerce, Energy, Media, Transportation, and Public.

The company's technology core is the Wilke Insights Platform — a cloud-based omnichannel customer feedback consolidation layer with native integrations to Power BI, Tableau, SPSS, SAS, Salesforce, Pipedrive, Microsoft Dynamics, Alteryx, Slack, Microsoft Teams, Qualtrics, and HubSpot. Wilke has productized additional IP on top of the platform: the Wilke Portfolio Optimizer applies TURF, MaxDiff, and Conjoint methodologies to forecast cannibalization, revenue, and margin; the Wilke eXplore framework offers three tiers of concept testing (Light, Classic, More); and a dedicated sensory methodology underpins taste-test work conducted in-house in Odense, Aarhus, and Copenhagen. Optional AI capabilities include NLP-based automatic categorization of open-ended responses and real-time churn prediction.

Commercially, Wilke combines three revenue streams: custom consulting projects (professional services), multi-year subscription tracking programs (tiered Data / Indsigter / Forandring offerings), and licensing of the Insights Platform with BI/CRM integrations. Pricing is custom-quoted per engagement, with subscription contracts extending across multiple years. Go-to-market is sales-led through sector heads and senior consultants, supplemented by an active events program (WakeUp webinars, Customer Day) and thought-leadership content. The named customer base includes Carlsberg, VELUX, BoConcept, PostNord, CPH Airport, Telia, Falck, Sydbank, Roskilde Festival, Øresundsbron, Arla, Nestlé, and Mastercard, with documented cross-sell into adjacent use cases such as trigger-based communication and B2B churn management.

Name

Wilke

Legal name

Wilke A/S

Website

https://wilke.dk

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

Wilke is a Danish market research and customer experience consultancy that combines a proprietary 50,000-member consumer panel with a cloud-based Insights Platform and specialized optimization tools to deliver tracking, concept testing, segmentation, and analytics services to enterprise clients across Consumer Goods, Finance, Retail, and related sectors.

Ownership category

akta.pro rank

Headquarters

HQ city

Odense

HQ country

Denmark

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Research & Consulting Projects: End-to-end consulting engagements spanning business development, customer experience, and research projects. Delivered as structured projects with defined scoping, methodology design, data collection, analysis, and recommendations. Revenue recognized per project milestones.
2. Subscription & Recurring Panel Services: Wilke maintains a proprietary panel of 50,000+ Danes and conducts approximately 958,000 interviews annually. Clients can access panel services on a recurring basis including omnibus surveys, tracking studies, and custom panel solutions. Generates recurring revenue through established client relationships.
3. Insights Platform & Software Licensing: Wilke Insights Platform provides plug-and-play access to data and dashboards. Platform includes integrations with BI tools and automated analytics capabilities. May be bundled with ongoing tracking engagements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Wilke is a Danish market research and customer experience consultancy that combines a proprietary consumer panel (50,000+ Danes, ~958,000 interviews/year) with three methodology-driven platforms — the Wilke Insights Platform (omnichannel tracking and dashboards), the Wilke Portfolio Optimizer (TURF/MaxDiff/Conjoint), and Wilke eXplore (concept testing) — to deliver end-to-end customer experience measurement, segmentation, product/concept testing, and portfolio optimization engagements to enterprise clients.

Product overview

Wilke is a Danish market research and customer experience consultancy offering a unified platform-plus-services model. The core of the offering is the Wilke Insights Platform — a cloud-based customer feedback and tracking platform that consolidates omnichannel data and delivers insights via direct integrations with BI tools (Power BI, Tableau, SPSS, SAS, Excel, SQL, Dynamics) and CRM systems (Salesforce, Pipedrive). This platform is augmented by specialized optimization and testing tools: Wilke Portfolio Optimizer (using TURF, MaxDiff, and Conjoint methodologies for portfolio decisions) and Wilke eXplore (a three-tier concept testing framework — Light, Classic, and More). Research services are delivered through Wilke's proprietary consumer panel (50,000+ members, 958,000 interviews/year), a bi-weekly Omnibus survey, and a suite of qualitative and quantitative research methods including NPS measurement, customer satisfaction surveys, store performance (mystery shopping/exit interviews), taste tests, user testing, focus groups, and in-depth interviews. Add-on AI-powered modules include NLP-based automatic categorization and real-time churn prediction. The company operates across three Danish offices in Copenhagen, Aarhus, and Odense, and serves clients in Consumer Goods, Finance, Retail, Energy, and other sectors.

Differentiator

Problem solved

Functional benefit

Brands

• Wilke Insights Platform: An insights platform that provides access to data and analytics, integrating with various business systems including Power BI, SPSS, Salesforce, and others.
• Wilke Portfolio Optimizer
• Wilke eXplore

Products and services

• Wilke Insights Platform A cloud-based insights platform that consolidates customer feedback and data from multiple channels (surveys, internal data, online sources, CRM) and delivers actionable insights via direct integrations with BI tools (Power BI, Tableau, SPSS, SAS, Excel, SQL) and CRM systems (Salesforce, Pipedrive, Dynamics). Supports omnichannel tracking, automated NLP categorization, and real-time churn prediction. Sold to enterprise clients across FMCG, finance, retail, and other sectors.
• Wilke Portfolio Optimizer A portfolio optimization tool that maps the current product portfolio against customer needs to identify growth potential and products to be removed. Uses TURF, MaxDiff, and Conjoint methodologies to forecast market behavior, quantify cannibalization, and generate simulators for scenario planning across strategic, tactical, and operational levels. Sold to FMCG/consumer goods companies and category management teams.
• Wilke eXplore A three-tier concept testing framework — eXplore Light (online screening), eXplore Classic (concept test with pricing), and eXplore More (hall/in-home test with product trial) — that generates insights on consumer acceptance and purchase intent across innovation stage-gate processes. Includes a standardized 10-question benchmarking questionnaire and a simulator for scenario planning. Sold to innovation, R&D, and brand marketing teams.
• Wilke Panel Wilke's proprietary consumer panel of over 50,000 Danish respondents recruited through multiple channels to ensure diversity. Used as the primary sample source for omnibus surveys and custom market research projects. Collects approximately 958,000 completed interviews per year through own panel, external panels, and customer lists. Panelists are rewarded with points or gift cards redeemable in an online panel shop. Sold as a recurring service to enterprise clients.
• Wilke Omnibus A bi-weekly web-based omnibus survey of 1,000 representative Danish internet users (aged 18+) conducted year-round. Clients add custom questions to the shared questionnaire, enabling rapid and cost-effective insight collection. Data delivered in SPSS, SAS, Stata, or Excel formats, with international coverage available through partner networks. Sold as a syndicated research subscription.
• NPS (Net Promoter Score) A Net Promoter Score measurement service that segments customers into Promoters, Passives, and Detractors. Includes probability modeling to identify which factors move customers between segments and a simulator to design strategies for improving loyalty and reducing churn. Sold as a standalone loyalty/NPS engagement.
• Smagstest (Taste Test) Sensory and consumer product testing conducted in dedicated test facilities in Odense, Aarhus, and Copenhagen, with in-home testing available through the consumer panel. Includes blind tasting, full-sensory evaluation, A vs. B comparative testing, and try-at-home protocols, with both sensory and commercial evaluation. Sold primarily to FMCG and food & beverage companies (e.g., Carlsberg, Arla, Nestlé, Rynkeby).
• Fokusgrupper (Focus Groups) Qualitative group discussion service using 6–12 recruited participants matched to client-specified criteria. A trained moderator guides structured discussions, with clients able to observe live via internal TV. Suitable for exploring customer needs, campaign evaluation, and product feedback. Sold as a qualitative research engagement.
• Dybdeinterview (In-depth Interview) Qualitative personal interview service conducted one-on-one by an experienced interviewer, either in the respondent's home, a retail setting, or a Wilke facility. Allows use of materials, products, and structured tasks. Suitable for exploring motivations, barriers, and nuanced attitudes, including interpretation of both verbal and non-verbal cues. Sold as a qualitative research engagement.
• Brugertest (User Testing) User experience testing service for websites, applications, publications, and digital products. Combines think-aloud protocols, structured interviews, and mouse/heat map analysis. Respondents are given tasks (e.g., completing an online purchase) while verbalizing observations, providing objective data on navigation, attention patterns, and usability. Sold as a usability/Human Insights engagement.
• Produkttest (Product Testing) Consumer and sensory product testing service covering evaluation from both sensory and commercial perspectives. Includes in-context testing (forest, bedroom, car, kitchen, eye level) to understand real-world product use, digital diaries, and follow-up interviews. Tests evaluate product perception, usage integration, and fit within the consumer's daily routines. Sold as a standalone product test engagement.
• Kundetilfredshedsundersøgelse (Customer Satisfaction Survey) Customer satisfaction measurement service available in three tiers: 'Data' (delivers cleaned and processed survey data), 'Indsigter' (Insights — data, insights, and improvement recommendations), and 'Forandring' (Change — full-service engagement including implementation support). Covers multiple satisfaction dimensions including purchase, service, repurchase, onboarding, events, and unboxing. Sold as a multi-tier CX subscription engagement.
• Butiksperformance (Store Performance) A store performance measurement service covering mystery shopping, exit interviews, driver analysis, and conversion rate optimization. Designed to maximize store performance through improved staff leadership and customer service quality, measuring dimensions such as conversion rate, basket size, and customer loyalty. Sold to retail chains and physical store operators.

Quantifiable outcome

• PostNord case: image index increased from 125 to 145, postcards sent from index 100 to 4,117, revenue increased by 2M+ DKK in 6 weeks, ROMI of 130%
• +1 more outcomes

Named customers17 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

Integration17 records

AI capability4 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Swedish ModeratorsminorStrategic or Co-development PartnerSwedish Moderators provides moderation and research support services. Listed among solid collaborations that create the best results for Wilke clients.
• ConcertareminorStrategic or Co-development PartnerConcertare is a research and consulting partner listed on Wilke's collaboration page, supporting international research delivery.
• NordlidminorStrategic or Co-development PartnerNordlid is a creative and research agency listed as a partner collaboration on Wilke's website.
• JourneywiseminorStrategic or Co-development PartnerJourneywise is a customer journey research specialist appearing in Wilke's partner ecosystem.
• Gonzo (Agency)minorStrategic or Co-development PartnerGonzo is a creative agency listed as a collaboration partner supporting Wilke's client work.
• CPH StrategyminorStrategic or Co-development PartnerCPH Strategy is a strategy consultancy listed as a partner on Wilke's website.
• HubSpotcoreTechnology or IntegrationWilke has a HubSpot Partner badge and integrates HubSpot for marketing automation, CRM, and trigger-based communication implementations for clients. HubSpot is referenced as the enabling infrastructure for implementing trigger-based communication strategies.
• Experience Management CommunitycoreStrategic or Co-development PartnerWilke is co-founder of Experience Management Community alongside Stine Marsal. Wilke contributes sparring, webinars, and best practice sharing to this community of 50+ CX professionals in Denmark. Stine Marsal (formerly at Tivoli and Copenhagen Airport) specifically chose Wilke as her preferred partner for data-driven CX programs.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Kantar: Kantar is a global market research, data and insights firm with deep presence in consumer goods, retail and media. It directly competes with Wilke in Danish and Nordic enterprise research, with far greater scale, broader methodologies and a global brand.
• Ipsos: Ipsos is a global market research and consulting firm with significant presence in Denmark and the Nordics. It competes with Wilke across customer experience, brand tracking and consumer research with broader geographic reach and a larger syndicated product portfolio.
• Nielsen: Nielsen is a global measurement and data analytics company with strong consumer goods research capabilities, particularly through NielsenIQ. It directly overlaps with Wilke's FMCG, retail and consumer insights offerings, with substantially greater scale and global data assets.
• Qualtrics: Qualtrics (an SAP company) is a global experience management platform. It competes with the Wilke Insights Platform in CX measurement, NPS and survey infrastructure, with far greater scale, global enterprise features and a deep partner ecosystem.
• Medallia: Medallia is a global customer experience and feedback management platform. It competes with the Wilke Insights Platform in enterprise CX measurement, with strong AI/analytics capabilities, a global enterprise footprint and a large direct sales motion.

Direct peers

• Norstat: Norstat is a Nordic data collection and market research firm with strong presence in Denmark, Sweden, Norway and Finland. It is a direct competitor to Wilke for panel-based research, omnibus surveys and B2B/B2C data collection across the Nordics.
• Userneeds: Userneeds is a Danish/Nordic digital insights and research technology company. It competes with Wilke in online panel management, digital research and customer experience measurement with a comparable technology stack and shared regional focus.
• Epinion: Epinion is a Danish-based global market research and insights company. It directly competes with Wilke in customer experience, brand tracking and consumer research, with international reach as a key differentiator versus Wilke's Denmark-led footprint.
• Analyse Danmark: Analyse Danmark is a Danish market research and opinion polling firm. It directly competes with Wilke in Danish consumer research, polling and customer satisfaction studies with a similar geographic focus and similar enterprise client base.

Regional players

• Geelmuyden Kiese: Geelmuyden Kiese is a Norwegian insight and communications firm with Nordic presence. It is a regional peer to Wilke in market research, opinion polling and strategic communications across Scandinavia, with stronger Norwegian and media positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/wilke-dk

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

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 Wilke