Scenari

What Scenari does

Scenari Srl is an Italian market research, marketing consulting, and training firm founded in 1993 and headquartered in Naples. The company serves public entities, small and medium enterprises, and multinational corporations primarily in Italy, delivering services across customer satisfaction research, B2B and industrial surveys, qualitative and quantitative studies, mystery shopping, strategic marketing consulting, and professional training programs. Its client base spans transportation (Trenitalia, RFI, Italo/NTV), food and beverage (Danone, Graziella, Birra Peroni), industrial manufacturing (Fater, Tetra Pak, Bayer), publishing (Mondadori), public administration (multiple Italian regions, ISTAT), and utilities (Poste Italiane, AMSA Milano).

The company's technical differentiation rests on two proprietary, registered trademarks: ITACA® (InTerActive Computer-aided Analysis), a multimedia simulation software that enables 3D interactive testing of product concepts, packaging, shelf positioning, and store layouts without physical mock-ups, and M.O.M.A.® (Modello Operativo Multimediale Avanzato), which evaluates service delivery configurations in real time. The broader technology stack includes a Virtual Community Platform for continuous consumer engagement, seven exclusive research models (Window, Trend Analysis, Semiotica, MOST, Know How, M@tivation, KJ), and proprietary panels such as Italy's first Pet Panel, the first Mummy Panel for pre-school mothers, and Panel Famiglia. Research is delivered via CATI, CAPI, CAWI, CASI, and Virtual methodologies.

Scenari operates a substantial physical infrastructure: 100 telephone stations, 150 specialized telephone operators, 300+ field researchers nationwide, 12 mobile survey locations, and four permanent focus group facilities in Rome, Milan, Naples, and Bari. The firm is certified to ISO 9001:2015 (quality management), ISO/IEC 27001:2023 (information security), ISO 45001:2018 (occupational health and safety), UNI Pdr 125:2022 (gender equality), and holds ASSIRM, ESOMAR, MSPA, and Confindustria INTELLECT accreditations. The company is privately held with no disclosed external funding or M&A activity.

Name

Scenari

Legal name

Scenari Srl

Website

https://scenari.it

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Scenari Srl is a Naples-based market research, marketing consulting, and training firm founded in 1993, serving Italian public entities, SMEs, and multinationals across transportation, FMCG, industrial, publishing, and government verticals using proprietary ITACA® 3D simulation technology and a national field network of 300+ researchers.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191), Research and Development in the Social Sciences and Humanities (54172)

SIC

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

akta.pro primary industry

Industry & Sector Research (Syndicated/Custom) (BPAHALAE)

Keywords

• Market research services
• Marketing consulting
• Proprietary research software
• Consumer panel insights
• Managerial training programs

Headquarters

HQ city

Napoli

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Services: Full-service market research including qualitative, quantitative, integrated, and industrial research; business-to-business surveys; monitoring; panels; socioeconomic observatories; customer satisfaction investigations. Delivered via CATI, CAPI, CAWI, CASI, and Virtual methodologies.
2. Marketing Consulting: Operational marketing, strategic marketing, relational marketing, public administration marketing consulting, and business creation support including business planning, budgeting, and public policy support.
3. Training Services: Managerial and professional training programs for executives, managers, and staff of companies or public entities, including multi-company courses for specific professional figures such as marketing managers, export managers, market researchers, and sales officers.
4. Mystery Shopping & Audit Services: Mystery Client and Mystery Shopping services for quality monitoring, delivered under ISO 9001 and ISO 45001 certified processes.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Scenari Srl provides market research, marketing consulting, and managerial training services to public entities, SMEs, and multinationals. Its core offering combines multi-mode field research methodologies (CATI, CAPI, CAWI, CASI, Virtual) with proprietary software (ITACA® and M.O.M.A.®) and a nationwide field network to deliver qualitative, quantitative, integrated, and industrial research; customer satisfaction surveys; mystery shopping; panels; and strategic marketing and training programs.

Product overview

Scenari is a market research, consulting, and training company that offers a comprehensive portfolio of proprietary products and services. The core offerings include ITACA® (multimedia 3D simulation software for product testing and shelf optimization), M.O.M.A.® (multimedia model for service delivery evaluation), and a Virtual Community platform for continuous consumer engagement. The company operates specialized panels including Pet Panel, Mummy Panel, and Panel Famiglia for targeted research. Methodologically, Scenari provides multiple research approaches including CATI (50 internal + 150 external stations), CAPI, CAWI, and CASI, along with traditional focus group facilities in Rome, Milan, Naples, and Bari. The portfolio also includes training and consulting services across marketing, organization, and business creation. All offerings are backed by proprietary software platforms and a national field network of approximately 300 specialized interviewers.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Panel Services
• Pet Panel
• Mummy Panel
• Panel Famiglia
• ITACA® (InTerActive Computer-aided Analysis)
• M.O.M.A.® (Modello Operativo Multimediale Avanzato)
• Virtual Community Platform
• Market Research Services
• Marketing Consulting
• Managerial Training Programs
• Mystery Shopping & Quality Audit Services

Quantifiable outcome

• ITACA reduces research time and costs by eliminating the need to produce physical mock-ups, enabling multiple alternatives to be tested simultaneously with immediate respondent feedback.
• +3 more outcomes

Named customers18 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• ANS (Associazione Nazionale Sociologi)minorStrategic or Co-development Partner · 1 January 1993Collaborations and protocols of understanding with ANS (Associazione Nazionale Sociologi) and ANS Campania, along with L'Altra Napoli Onlus, reflecting Scenari's commitment to social research and academic collaboration.
• ASSIRM (Associazione Italiana di Ricerche di Mercato)coreStrategic or Co-development PartnerScenari is a member and representative association of ASSIRM, Italy's primary market research institute association. This membership provides access to industry standards, professional ethics frameworks, and collective industry representation within Confindustria INTELLECT.
• ESOMAR (European Society for Opinion and Marketing Research)coreStrategic or Co-development PartnerScenari holds corporate membership in ESOMAR, the European Society for Opinion and Marketing Research, demonstrating commitment to international professional standards and gaining access to global research methodologies and best practices.
• Confindustria INTELLECTcoreStrategic or Co-development PartnerScenari, as an ASSIRM member, is part of Confindustria INTELLECT, the Italian Federation of Communication, Consulting, Research, and Web Publishing, providing industry advocacy and representation at the national level.
• MSPA (Mystery Shopping Professionals Association)coreStrategic or Co-development PartnerScenari holds MSPA accreditation for mystery shopping and mystery client services, providing independent third-party verification of service quality measurement standards.
• DNVminorOthersDNV provides independent certification of Scenari's quality management system (ISO 9001:2015) and occupational health and safety management (ISO 45001:2018).
• AUDISOminorOthersAUDISO provides independent certification of Scenari's information security management system (ISO/IEC 27001:2023).
• Research Chapter and CepascoreStrategic or Co-development PartnerScenari partnered with Research Chapter and Cepas to establish Italy's first interviewer certification program. Nine of Scenari's field interviewers became the first certified interviewers in Italy, validating professional competency standards in market research interviewing.
• ISTAT (Istituto Nazionale di Statistica)coreStrategic or Co-development PartnerScenari provides telephone interviewers for ISTAT surveys conducted across the Italian national territory, with mandatory training provided at the company's expense and 10 interviewers engaged in 2021.
• AssoeticacoreStrategic or Co-development PartnerScenari collaborated with Assoetica on a research project examining digital ethics and technology usage among Italian millennials (18-30 years). Scenari provided free research team services and presented findings at a three-part webinar series hosted at Università Statale di Milano. Results were published in the journal Persone&Conoscenze.
• ISNART (Istituto Nazionale delle Ricerche Turistiche)minorStrategic or Co-development PartnerScenari was engaged by ISNART to conduct CAPI surveys with Italian and foreign tourists during the Luci d'Artista Salerno cultural event, measuring visitor experiences and tourism patterns.
• Gn Research and IZI spacoreStrategic or Co-development PartnerScenari partnered with Gn Research and IZI spa in a multi-year RFI (Rete Ferroviaria Italiana) project for customer satisfaction and mystery shopping surveys across Italian railway stations, including on-board ship services.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• AstraRicerche: Italian market research company providing quantitative and qualitative research, consumer panels, and fieldwork services — overlapping offerings and target market with Scenari in the Italian research ecosystem.
• SWG S.p.A. Italian market research and consulting firm headquartered in Trieste with similar service breadth (quantitative/qualitative research, CATI/CAPI, panels) and comparable client base across enterprises and public sector in Italy.
• Eumetra MR: Italian market research firm specializing in consumer research and CATI/CAPI field operations, serving FMCG and retail clients in Italy — closely comparable in methodology and scale to Scenari.
• BVA Doxa: One of Italy's longest-established market research firms (founded 1945), offering consumer research, panels, and consulting services to Italian enterprises — directly comparable in scope and geographic focus to Scenari.

Broad incumbents

• NielsenIQ (NIQ): Global consumer intelligence company formed from the GfK/Nielsen merger, providing retail measurement, consumer panels, and analytics — directly comparable methodology and client overlap with Scenari's panel and survey offerings.
• Kantar: Global research, data, and insights company with established Italian presence, serving brand, consumer, and media research needs of multinational and Italian enterprise clients — overlapping with Scenari's market research and consulting offerings.
• Ipsos: Global market research leader with strong Italian operations (Ipsos Italia), offering full-service research across consumer, healthcare, public sector, and technology — overlapping with Scenari's portfolio but at vastly greater scale.
• Nielsen: Global measurement and data analytics company with longstanding Italian operations in consumer panel, retail measurement, and media research — competes for similar client budgets across FMCG and retail sectors.

Emerging players

• GN Research: Italian research firm collaborating with Scenari on RFI multi-year mystery shopping and customer satisfaction projects — comparable methodology and target verticals (transportation, public administration).
• IZI S.p.A. Italian research firm with which Scenari has partnered on multi-year railway customer satisfaction projects, suggesting similar methodologies and complementary geographic/scale positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/ScenariNapoli

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Scenari