MotivAction International

Name

MotivAction International

Legal name

Motivaction International B.V.

Website

https://motivaction.nl

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Nieuw-amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel

Revenue model

1. Consulting and Research Projects: Custom research projects and advisory services for organizations in public and commercial sectors, helping them understand target audiences and develop communication, policy, positioning, or strategy recommendations.
2. Reports and Whitepapers: Sale of research reports and whitepapers through the Motivaction web shop. Examples include the Mentality Cultuur & Vrijetijdsprofielenrapport at €3,500 and whitepapers like Mentality Duurzaamheidsprofielen at €24.99.
3. Panel Services: Access to proprietary panels including StemPunt (68,000+ members for government and public research) and Mixxit (3,000+ bicultural Dutch respondents for commercial research).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

MotivAction International is a Dutch market research and consultancy agency that helps organizations understand target audiences through values-based segmentation and behavioral research. Its flagship offering is the Mentality model, a proprietary segmentation framework categorizing Dutch consumers into eight psychographic profiles. The firm sells custom research projects, syndicated reports and whitepapers, panel access (StemPunt, Mixxit), and retail foot-traffic analytics (RMC) to government ministries, municipalities, banks, media companies, retailers, and multinationals.

Product overview

MotivAction International is a market research and consultancy firm operating a platform-plus-methods portfolio. The core offering centers on Mentality, a values-based consumer segmentation model that categorizes Dutch consumers into distinct psychographic profiles. Supporting this core are specialized sub-brands including StemPunt (government citizen panel with 71,000+ members), M-Select (rapid polling), Sparkey (organizational behavior research), RMC (retail foot traffic analytics in 100+ cities), Glocalities (international values research across 20 countries), and MixxitPanel (bicultural Dutch consumers). Research methodologies include QuickTalk Community, e-Safari online communities, Communication Analytics, Facial Coding (emotion detection via Validators partnership), BrandScope (ad tracking), and Shopper Insights. The company also offers sector-specific solutions including M-Science for academia, Fintality for financial segmentation, and BusinessLocus for entrepreneur profiling.

Differentiator

Problem solved

Functional benefit

Brands

• Mentality: Values and lifestyle segmentation model developed by Motivaction to help organizations understand consumer motivations and target audiences.
• Glocalities
• StemPunt
• M-Select
• Sparkey
• RMC
• Fintality
• BusinessLocus

Products and services

• Mentality Values & Lifestyle Segmentation Model Proprietary values-based psychographic segmentation model that categorizes the Dutch population into eight distinct social milieus (Kosmopolieten/Cosmopolitans 18%, Nieuwe conservatieven 8%, Traditionele burgerij 8%, Moderne burgerij 21%, Impulsieve individualisten 13%, Opwaarts mobielen 12%, Postmaterialisten 11%, Postmoderne hedonisten 9%) based on values, attitudes, and behaviors. Used by commercial and public sector clients to understand target audiences beyond demographics.
• StemPunt Citizen Panel

Quantifiable outcome

• Motivaction helped BNNVARA develop and quantitatively test three propositions, identifying one clear preference direction
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core.

• CE DelftcoreStrategic or Co-development PartnerCE Delft collaborated with Motivaction on research into dynamic electricity contracts and grid congestion, combining technical analysis (CE Delft) with social research (Motivaction) for the Ministry of KGG.
• StemPuntcoreOthersInternal citizen panel label for representative research under Dutch government questions. Panel of 68,000+ members representing Dutch population.
• M-SelectcoreOthersInternal label providing fast and reliable polls under the Dutch public. Specialized in qualitative respondent selection for user testing.
• SparkeycoreOthersInternal label focused on motivation and behavioral change research within organizations. Conducts HR and employer research including the Spark Index.
• GlocalitiescoreOthersInternal label for international research on values and trends. Conducts research across 20 countries covering 48,000+ respondents on values segmentation.
• RMCcoreOthersInternal label specialized in retail and location measurements: realtime pedestrian flows in more than 100 city centers, analytics tools, and strategic advice for shopping areas and municipalities.

Scale indicators6 records

Recent moves4 records

Expansion highlights6 records

Direct peers

• Kantar: Kantar is a global market research and analytics leader with a substantial Dutch presence offering consumer insights, segmentation, brand tracking, and panel services. It directly competes with Motivaction across commercial research, public-sector work, and proprietary audience segmentation.
• Ipsos: Ipsos is a global market research firm with strong operations in the Netherlands and across Europe, covering consumer behavior, public affairs, and segmentation. Its multi-methodology offering and panel infrastructure directly overlap with Motivaction's Mentality and sub-brand portfolio.
• InSites Consulting: InSites Consulting is a Belgium-based consumer insights and segmentation firm serving European brands with community-based and segmentation research. It is a direct mid-sized European peer to Motivaction in methodology, segmentation IP, and target clients.
• Human8: Human8 is a European insights and consulting network specializing in brand and consumer insights, with strong Benelux roots. It competes head-to-head with Motivaction for Dutch and pan-European brand, communications, and segmentation briefs.
• MarketResponse: MarketResponse is a Dutch market research firm focused on customer experience, loyalty, and brand research across the Netherlands. It directly competes with Motivaction on commercial research projects and Dutch client accounts.
• NORSTAT: NORSTAT is a European data collection and market research firm with extensive panel infrastructure across the Nordics, DACH, and Benelux. It competes with Motivaction's panel-based services, particularly StemPunt and Mixxit, while offering broader European reach.
• Ruigrok NetPanel: Ruigrok NetPanel is a Dutch market research firm offering consumer and citizen panel research, with strong overlap to Motivaction's StemPunt and qualitative methodologies. It is a direct Dutch mid-market competitor for commercial and public-sector clients.

Broad incumbents

• NielsenIQ: NielsenIQ is a global consumer intelligence firm offering retail measurement, shopper insights, and consumer research at much larger scale. It overlaps with Motivaction's commercial research and RMC-style retail analytics but operates as a broad incumbent across many verticals.
• GfK: GfK (now part of NIQ) is a global consumer research firm with strong European heritage in consumer panels and FMCG insights. It competes with Motivaction in commercial and shopper research but as part of a much wider portfolio of services.

Regional players

• Veldkamp Marktonderzoek: Veldkamp is a Netherlands-based market research firm focused on social research, citizen panels, and public-sector studies. It is highly comparable to Motivaction's StemPunt-driven government work but operates primarily within the Dutch market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles24 records

Subsidiaries5 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 MotivAction International