Skopos

What Skopos does

Skopos is a Hürth, Germany-based full-service market research agency operating under the SKOPOS GROUP holding structure with approximately 177 employees across the group and a second office in Munich. The company combines qualitative, quantitative, and hybrid research methodologies across eleven industry verticals, with primary depth in Retail, Automotive & Mobility, and FMCG/Consumer Goods, serving named German enterprise clients including REWE, IKEA Deutschland, Volkswagen, HARIBO, BAYER, E.ON, ZDF, Asahi Kasei, Melitta, and SportScheck, alongside approximately 400 active customer relationships.

The firm's technology stack blends traditional research tools (online and telephone surveys, focus groups, mobile ethnography, eye tracking, and qualitative communities such as SKOPOS EXPLORERS) with proprietary offerings including the SKOPOS Heatmap visualization tool, the SKOPOS ONE DIY/DIT self-service platform, the Pop-up Community rapid-access panel, the SKOPOS Shelf shelf-testing module, and the BrandPulse brand model. In October 2025 the firm launched AI-supported interviews as a new research approach. The group has assembled five adjacent subsidiaries covering CX/communities (SKOPOS CONNECT), UX research (SKOPOS NOVA), mystery research (SKOPOS NEXT), HR surveys (SKOPOS VIEW), and data science (SKOPOS ELEMENTS), and holds ISO 20252 and ISO 27001 certifications alongside memberships in ESOMAR, BVM, and ADM.

Skopos monetizes primarily through project-based full-service engagements, supplemented by continuous tracking programs and emerging platform-based recurring revenue via SKOPOS ONE. Pricing is quote-based and not publicly disclosed. The go-to-market is consultative direct sales led by named senior account managers, with demand generation through content marketing, a webinars series (Deeper Insights Days), the succeet industry conference, and a Qualtrics partnership that enables integrated enterprise survey deployments.

Name

Skopos

Legal name

SKOPOS Institut für Markt- und Kommunikationsforschung GmbH & Co. KG

Website

https://skopos.de

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

Skopos is a Hürth-based full-service market research agency offering qualitative, quantitative, and hybrid research across eleven DACH verticals, with primary depth in Retail, Automotive, and FMCG, serving approximately 400 enterprise clients including REWE, IKEA Deutschland, VW, HARIBO, and BAYER.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191), Marketing Research and Public Opinion Polling (541910), Marketing Consulting Services (541613)

SIC

Services-Advertising (7310), Services-Management Consulting Services (8742)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

akta.pro secondary industries

Syndicated Market Research (Panels, Omnibus, Tracker Studies) (MPAAALAB), Industry & Sector Research (Syndicated/Custom) (BPAHALAE)

Keywords

• Market research services
• Qualitative research
• Quantitative research
• Consumer insights
• Brand tracking

Headquarters

HQ city

Hürth

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Full-Service Research Projects: Custom qualitative, quantitative and hybrid research projects from conception to analysis and strategic recommendations. Projects are tailored to specific client needs and typically billed as one-time engagements based on scope, methodology, and sample size.
2. Tracking and Monitoring Solutions: Continuous tracking studies for brands, communication, markets, target groups, and customer experiences. Includes brand tracking resets, modular questionnaire designs, and ongoing monitoring that can generate recurring revenue through annual or multi-year contracts.
3. DIY/DIT Platform (SKOPOS ONE): Platform-based research tools enabling clients to conduct their own studies with standardized processes and automation, potentially offered as subscription or usage-based licensing.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

SKOPOS RESEARCH is a German full-service market research agency that designs, executes, and analyzes custom qualitative, quantitative, and hybrid studies for enterprise clients. Its portfolio includes brand research and tracking, concept and advertising testing, usage-and-attitude studies, customer surveys, segmentation, image analysis, mobile ethnography, shelf testing, and the SKOPOS ONE DIY research platform, complemented by sub-brands covering UX (NOVA), communities and CX (CONNECT), mystery research (NEXT), HR surveys (VIEW), and data science (ELEMENTS).

Product overview

SKOPOS RESEARCH is a Full-Service-Marktforschungsagentur (full-service market research agency) offering a portfolio of integrated research solutions. The core offering includes qualitative, quantitative, and hybrid research methodologies. Key products include: SKOPOS ONE (DIY/DIT platform) for self-service research; Pop-up Community for temporary target audience access; SKOPOS Shelf for shelf testing; Konzepttest for concept evaluation; U&A-Studien for usage and attitude studies; Kundenbefragung for customer surveys; Segmentierung for customer segmentation; Imageanalyse for brand image analysis; Markenforschung & Markentracking for brand tracking; Werbemitteltest for advertising testing; SKOPOS Heatmap for visual engagement analysis; and Mobile Ethnographie for ethnographic research. The company operates as part of the SKOPOS GROUP, which includes specialized sub-brands: SKOPOS ELEMENTS (data science & analytics), SKOPOS NOVA (UX research & usability), SKOPOS CONNECT (communities & CX), SKOPOS NEXT (mystery research), and SKOPOS VIEW (HR surveys & follow-up). The portfolio spans from self-service platforms to full-service consulting engagements.

Differentiator

Problem solved

Functional benefit

Products and services

• SKOPOS RESEARCH (full-service market research) Full-service market research agency offering qualitative, quantitative, and hybrid research from study design and data collection through analysis and actionable strategic recommendations for enterprise marketing, brand, and strategy buyers across industries.
• SKOPOS ONE (DIY/DIT Platform) Personalized do-it-yourself / do-it-together research platform enabling clients to run studies themselves with SKOPOS support, combining standardized automation with professional guidance and reducing internal research workload.
• Pop-up Community Rapid-access research community providing direct hot-line access to defined target audiences for quick insights collection and short-notice qualitative or quantitative feedback.
• SKOPOS Shelf (Shelf Test) Specialized shelf testing solution evaluating product visibility, attention, and competitive positioning in simulated or live retail environments.
• SKOPOS Heatmap Visual heatmap tool that translates consumer responses and attention patterns into intuitive, easy-to-interpret visual maps for stakeholders.
• BrandPulse State-of-the-art proprietary brand model producing brand-specific results from which solution-oriented action approaches and concrete plans for brand management can be derived.
• Brand research & brand tracking (Markenforschung & Markentracking) Continuous and ad-hoc brand research, tracking studies, brand awareness, image, and positioning measurement designed for ongoing monitoring and modular questionnaire design.
• Concept testing (Konzepttest) Standalone concept testing research service evaluating how new product, service, or communication concepts are received by defined target audiences.
• Usage & Attitude studies (U&A-Studien) Usage-and-Attitude studies examining consumer usage behavior, attention, and attitudes toward products, brands, or categories for strategic planning and product development.
• Customer survey (Kundenbefragung) Standalone customer survey service measuring customer satisfaction, loyalty, and experience for B2B and B2C organizations, producing actionable insights.
• Customer segmentation (Segmentierung) Customer segmentation studies producing segments that enable understanding, prioritization, and prediction of customer behavior for marketing and product strategy.
• Image analysis (Imageanalyse) Image analysis studies measuring how customers perceive the brand and organization across relevant image dimensions, supporting positioning and messaging decisions.
• Advertising material testing (Werbemitteltest) Advertising and marketing material testing evaluating how ads, campaigns, and creative executions are received pre-, during-, and post-launch.
• Mobile ethnography (Mobile Ethnographie) Qualitative mobile ethnography research methodology capturing authentic, in-context consumer behavior via mobile-device-enabled field observation.
• AI-supported interviews (KI-gestützte Interviews) Scalable qualitative research approach combining AI-supported interviews with quantitative structure to deliver qualitative depth at scale, showcased at Deeper Insights Days 2025.
• SKOPOS ELEMENTS Data science and analytics division within the SKOPOS GROUP providing advanced analytical capabilities for research and consulting engagements.
• SKOPOS NOVA UX research and usability division within the SKOPOS GROUP providing user-experience evaluation, usability testing, and product-design research.
• SKOPOS CONNECT Communities and customer experience (CX) division within the SKOPOS GROUP operating qualitative panels, longitudinal community insights, and customer-experience research.
• SKOPOS NEXT Mystery research division within the SKOPOS GROUP delivering mystery shopping, mystery calling, and observation-based service-quality studies.
• SKOPOS VIEW HR survey and follow-up division within the SKOPOS GROUP providing employee surveys, pulse surveys, and HR analytics.

Quantifiable outcome

• 90% reduction in internal research effort per project for REWE Group through MyMafo platform automation
• +3 more outcomes

Named customers22 records

Segments13 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

AI capability1 record

Feature8 records

Partnerships

Two partnerships are on record, tiered core.

• QualtricscoreTechnology or IntegrationSKOPOS is part of the Qualtrics Partner Network, enabling strategic and sustainable implementation of integrated solutions for individual study processes. This partnership allows SKOPOS to offer Qualtrics-powered survey capabilities combined with their consulting expertise, providing integrated solutions for research automation and enterprise survey management.
• SKOPOS GROUPcoreOthersSKOPOS operates as the main market research entity within the SKOPOS GROUP umbrella, which includes SKOPOS VIEW (HR survey & follow-up), SKOPOS NEXT (mystery research), SKOPOS NOVA (UX research & usability), SKOPOS CONNECT (communities & CX), and SKOPOS ELEMENTS (data science & analytics). Group-level coordination enables cross-specialty collaboration.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCC3NKbWteww4HD1ZC80GRxA/videos
• LinkedInlinkedin.com/company/skopos

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries6 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 Skopos