CROP

What CROP does

CROP is a privately held market research and opinion polling consultancy founded in 1965 and headquartered in Montreal, Quebec. The firm conducts consumer values tracking, psychographic segmentation, brand and corporate reputation research, and public opinion polling for businesses, brands, and government/public institutions across Canada, with particular depth in Quebec. CROP sells via a direct, consultative expert-engagement model — clients reach CROP researchers through the website, phone, or email, and engagements are scoped and quoted per project.

The company's core product surface is a set of five proprietary research programs/protocols — Panorama, Milieus, Jam, Nutrio, and Foto — backed by CROP Methodologies for quantitative and qualitative fieldwork, web-panel surveys, dimensional reduction analysis, psychographic segmentation, and longitudinal trend tracking. Underlying this is a 60+ year longitudinal data asset covering Canadian consumer and citizen attitudes, which underpins the firm's value proposition in trend intelligence. Branding/communication is driven through content marketing: articles, capsules, white papers, and an email newsletter integrated via HubSpot.

Revenue mechanics are professional-services oriented. CROP derives income from custom market research studies, proprietary program subscriptions (e.g., the annual Panorama edition), and ad-hoc opinion polling engagements for enterprises and government. Pricing is quote-based and not publicly disclosed. Customer segmentation is horizontal across use cases (branding, CX, loyalty, innovation support, acquisition, segmentation, corporate reputation, public opinion) rather than by industry vertical, with the primary commercial segment being businesses and brands and a secondary segment being government and public institutions. Operations are domestic Canadian (single-country distribution) with no disclosed international footprint.

Name

CROP

Legal name

CROP

Website

https://crop.ca

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

11–50 employees

Short description

CROP is a privately held Montreal-based market research and opinion polling consultancy founded in 1965. It serves Canadian businesses, brands, and government institutions through proprietary programs — Panorama, Milieus, Jam, Nutrio, and Foto — and custom research engagements.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191)

akta.pro primary industry

Syndicated Market Research (Panels, Omnibus, Tracker Studies) (MPAAALAB)

Keywords

• Market research services
• Opinion polling
• Consumer insights
• Psychographic segmentation
• Market intelligence

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research and Marketing Intelligence Services: CROP generates revenue by conducting custom market research studies, consumer/citizen surveys, psychographic segmentation studies, and opinion polling for businesses, government agencies, and institutions. Services include proprietary program subscriptions (Panorama, Milieus, Jam, Nutrio, Foto) and ad-hoc research engagements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

CROP conducts market research, consumer insights studies, and public opinion polling for businesses and government agencies in Canada. The firm sells proprietary research programs (Panorama, Milieus, Jam, Nutrio, Foto) supported by quantitative and qualitative methodologies, plus custom ad-hoc research engagements and advisory expertise in branding, customer experience, segmentation, innovation, and corporate reputation.

Product overview

CROP is a market research and opinion polling company founded in 1965, operating as a research intelligence firm rather than a software product company. Its offering consists of proprietary research programs and protocols (Panorama, Milieus, Jam, Nutrio, Foto) supported by various methodologies, complemented by advisory expertise services in market intelligence, consumer behavior analysis, branding, and public opinion research. The company publishes ongoing content including white papers, articles, and capsules based on its research findings.

Differentiator

Problem solved

Functional benefit

Brands

• Panorama: A priority program and protocol for consumer/market research
• Milieus
• Jam
• Nutrio
• Foto

Products and services

• Panorama Flagship annual consumer and citizen values tracking program that measures consumer moods, purchasing behavior, environmental behaviors, innovation attitudes, and broader societal trends over time. Used by businesses and brands seeking longitudinal market intelligence in Canada and Quebec.
• Milieus Proprietary segmentation tool that classifies consumers and citizens into psychographic groups based on values and mental postures, enabling market segmentation and target audience profiling for businesses and public institutions.
• Jam Proprietary research protocol focused on youth and young adult consumer segments, measuring consumer engagement, brand interaction, and customer loyalty metrics among younger demographics.
• Nutrio Specialized research program for the food and nutrition sector that tracks consumer attitudes toward food products, health, and dietary choices.
• Foto Proprietary visual research methodology tool for consumer insights, used for photo-based consumer studies or visual brand perception analysis.
• Methodologies Proprietary quantitative and qualitative research methodologies developed over 60 years, including web panel surveys, dimensional reduction analysis, psychographic segmentation, and longitudinal trend tracking, applied across all CROP research programs.
• Expertises (Advisory Services) Advisory expertise offerings in customer conversion, consumer values and trends, branding, customer experience, loyalty and engagement, new customer acquisition, market segmentation, innovation support, content ideation, corporate reputation, and public opinion research. Delivered via expert consultation to business and government clients.

Quantifiable outcome

• Two in three Canadians (68%) see democracy doing well in Quebec; two in five (40%) at risk of losing friends due to political disagreements
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Institut du Nouveau Monde (INM)coreStrategic or Co-development Partner · 13 November 2024CROP collaborates with the Institut du Nouveau Monde on sociopolitical research studies, including a major study on polarization in Quebec (November 2024) and a study on Quebecers' satisfaction with democracy (October 2023). The partnership combines CROP's quantitative research capabilities with INM's civic engagement expertise to produce studies on democratic participation and societal issues.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Nielsen: Nielsen (including NielsenIQ) is a global measurement and data analytics company providing consumer research, audience insights, and media measurement. It is a broad incumbent competitor in the same enterprise client RFPs CROP pursues, distinguished by its scale and proprietary panel/measurement assets.
• Ipsos: Ipsos is one of the world's largest market research and public opinion firms with a major Canadian operation (Ipsos Public Affairs / Ipsos Canada). It overlaps with CROP on polling, consumer research, and segmentation but operates globally and competes primarily on scale and cross-border accounts.
• Kantar: Kantar is a global market research, insights, and consulting firm with significant Canadian presence through its brand tracking, consumer panel, and analytics offerings. It is a broad incumbent competitor on enterprise research budgets where CROP also competes.

Direct peers

• Nanos Research: Nanos Research is a Canadian public opinion and market research firm with strong federal-government and media-relations polling. It overlaps with CROP on government/public institution engagements and political/social trend research in Canada.
• Angus Reid Group: Angus Reid Group is a Canada-wide market research and public opinion polling firm that competes directly with CROP on consumer tracking, political polling, and syndicated national surveys. Its Angus Reid Institute publishes regular public-facing polling similar to CROP's Panorama/Milieus outputs.
• Environics Research: Environics Research is a Canadian-owned market and social research firm known for values-based segmentation (e.g., Environmental Volt Meter, Social Values). Its focus on values-driven consumer/citizen research is highly comparable to CROP's Panorama, Milieus, and Nutrio programs.
• Léger: Léger is the largest Canadian-owned market research and opinion polling firm, headquartered in Montreal with a strong Quebec franchise. It directly competes with CROP across custom research, polling, segmentation, and syndicated tracking for the same Quebec/Canada client base.
• Pollara Strategic Insights: Pollara is a Canadian full-service market research firm offering custom research, brand tracking, and public opinion polling. It serves many of the same North American brand and government clients as CROP and competes on custom research engagements.
• Maru/Blue: Maru/Blue is a Canadian market research and analytics firm (part of Maru Group) offering consumer polling, brand tracking, and syndicated studies. It competes with CROP for enterprise clients seeking Canadian consumer insights and syndicated tracking programs.
• Abacus Data: Abacus Data is a Canadian public opinion and market research firm offering polling, consumer research, and strategic advisory. It competes with CROP for the same government, media, and brand clients in Canada, particularly for public opinion and political work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/crop

Revenue estimate

Valuation estimate

Number of profiles

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 CROP