What IMOP Insights does

IMOP Insights is a Spanish market, opinion, and social research institute founded in 1982 and headquartered in Madrid, with a regional office in Barcelona. The firm operates the proprietary EMOP online panel as its core data-collection infrastructure, complemented by a broad methodology portfolio that includes telephone surveys, point-of-sale studies, UX and eyetracking research, focus groups, ethnographic home visits, co-creative workshops, design thinking, and a specialized Behavioral Economics Unit. Its flagship recurring products include the Top of Mind de Patrocinio sponsorship-awareness study (36,400 surveys per year) and the El Confidencial Electoral Observatory for continuous voting-intention tracking. The firm holds ISO 9001 and ISO 20252 certifications and is a member of ESOMAR, AEDEMO, AEA, AIMC, CODIM, and I+A.

IMOP generates revenue through bespoke, project-based professional services engagements sold directly to enterprise and institutional clients. Its customer base spans five primary segments: media companies and publishers (El Confidencial, Vanitatis, Atresmedia, RTVE), banks and insurers (BBVA Foundation, Banco Santander), public administration and government (Ministerio de Sanidad), media agencies and advertisers (Havas Media, AEA, AERC), and third-sector organizations (OPEN España). Pricing is not publicly disclosed and contracts are tailored to individual research objectives.

The go-to-market motion combines enterprise field sales with high-visibility event-driven thought leadership: senior executives such as Isabel Peleteiro and Concha Gabriel regularly present at AEDEMO TV, AEA Eficacia, NextMedia, PodcastDays, and Impact-Hub events, and research outputs are amplified through earned-media partnerships with El Confidencial and BBVA Foundation publications. The firm maintains active LinkedIn, Twitter/X, and Facebook channels and operates a Panelista portal for survey respondents and a client-access portal for research outputs.

Name

IMOP Insights

Legal name

IMOP Insights

Website

https://imop.es

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

51–100 employees

Short description

IMOP Insights is a Spanish market, opinion, and social research institute that operates a proprietary online panel (EMOP) to deliver bespoke quantitative and qualitative research for media companies, financial institutions, government bodies, advertisers, and NGOs across Spain.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

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

SIC

Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

akta.pro secondary industry

Qualitative Research (Focus Groups, IDIs, Ethnography) (MPAAALAE)

Keywords

• Market research services
• Electoral polling studies
• Consumer behavior research
• Media audience measurement
• Sponsorship effectiveness tracking

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Research Studies: IMOP Insights conducts bespoke market, opinion, and social research studies commissioned by media companies, financial institutions, government bodies, NGOs, and private companies. Studies include electoral polling, media audience research, sponsorship effectiveness, and social attitude studies. Revenue is generated through project fees for customized research delivery.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

IMOP Insights is a Spanish market, opinion, and social research institute that delivers bespoke quantitative and qualitative research studies for enterprises, media companies, government bodies, financial institutions, and NGOs. Its core offering centers on the proprietary EMOP online panel for survey-based data collection, supplemented by qualitative methodologies (focus groups, in-depth interviews, ethnographic home visits), eye-tracking, UX research, behavioral economics studies, and co-creative workshops. The firm also produces recurring syndicated research products such as the Top of Mind de Patrocinio annual sponsorship-awareness study and continuous electoral polling for media partners like El Confidencial.

Product overview

IMOP Insights is a market research company operating a unified platform of research methodologies and proprietary tools. The core offering includes the Panel Emop (proprietary online panel) supplemented by diverse qualitative and quantitative research methodologies such as telephone and online surveys, focus groups, eye-tracking, behavioral economics studies, UX research, co-creative workshops, and ethnographic methods. The company also produces specialized research products like the Top of Mind de Patrocinio sponsorship awareness study. The portfolio is delivered as an integrated research service rather than discrete software products, with methodologies selected adaptively based on client research objectives.

Differentiator

Problem solved

Functional benefit

Brands

• Panel Emop: Company's proprietary research panel used for conducting surveys and data collection.
• Top of Mind de Patrocinio
• IMOP-BERBĒS

Products and services

• Panel Emop (Panel Propio) Proprietary online research panel operated by IMOP Insights to collect primary survey data from respondents across Spain for market, opinion, and social research studies; serves as the core quantitative data-collection infrastructure for the firm's bespoke engagements.
• Top of Mind de Patrocinio Annual syndicated research study tracking spontaneous brand recall in sports, music, cultural, and social sponsorship; based on 36,400 surveys per year, measuring advertising recall and sponsorship recognition across conventional media and internet; the reference study for sponsorship effectiveness in the Spanish market.
• Online Survey Research (Encuestas online con panel propio) Quantitative research service using online surveys administered through the proprietary EMOP panel; designed for clients requiring nationally representative data on consumer behavior, electoral intentions, brand perception, and social attitudes at scale.
• Telephone Survey Research (Encuesta telefónica) Quantitative research service conducted via telephone-based surveys (CATI) to reach respondents and collect primary data; used alongside online surveys to ensure broader demographic coverage and representativeness in market and opinion research.
• Focus Groups and In-depth Interviews Qualitative research service using moderated focus group discussions and in-depth individual interviews to explore consumer attitudes, motivations, perceptions, and behaviors; used by clients seeking deeper exploratory insights beyond quantitative data.
• UX (User Experience) Research User experience research service evaluating how target users interact with products, digital interfaces, or services; designed to inform design improvements, usability optimization, and product development decisions.
• Behavioral Economics Research (Economía del Comportamiento) Applied behavioral economics research service that identifies cognitive biases and behavioral drivers shaping consumer and citizen decision-making; particularly applied to sustainability, public policy, and choice-architecture research questions.
• Eye-tracking Research Eye-tracking research service that measures visual attention, gaze patterns, and fixation behavior on advertising creatives, packaging, digital interfaces, and other visual stimuli; used to optimize creative effectiveness and information hierarchy.
• Co-creative Workshops (Talleres co-creativos) Collaborative workshop service bringing together client stakeholders and target consumers for co-creation, ideation, and innovation sessions; used for new product development, concept testing, and collaborative problem-solving.
• Ethnographic Research (Etnographic home y safaris) Ethnographic research service including in-home visits, observational safaris, and immersive fieldwork to generate deep consumer and cultural insight into behaviors, routines, and contextual drivers of decision-making.
• Point-of-Sale Studies (Estudios de punto de venta) Point-of-sale research service analyzing consumer purchasing behavior, retail environment dynamics, shopper decision-making, and in-store merchandising effectiveness for retail and consumer goods clients.
• Quality Studies (Estudios de calidad) Quality research service measuring service standards, product quality, customer satisfaction, and compliance through mystery shopping audits, satisfaction surveys, and quality benchmarking studies.
• Design Thinking Design thinking facilitation service applying human-centered design methodologies to help clients solve complex problems, develop new products or services, and structure innovation pipelines.
• Round Robin Virtual Community Virtual community research service (Round Robin) enabling ongoing qualitative engagement with professional or specialized target audiences through a structured virtual community platform; used for longitudinal insight and continuous feedback collection.

Quantifiable outcome

• 36,400 annual surveys conducted in the Top of Mind de Patrocinio study
• +2 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• RTVEminorStrategic or Co-development Partner · 7 March 2024IMOP Insights and RTVE (Radiodifusión Televisión Española) jointly presented at AEDEMO TV 2024 on the profile of linear TV abandoners and their relationship with digital media, combining RTVE's broadcast data with IMOP's audience research.
• NextMediaminorStrategic or Co-development Partner · 17 November 2023IMOP Insights participated in the NextMedia forum presenting the report 'A look at the audience in the new audio ecosystem', addressing how radio and podcasts are evolving in the digital landscape.
• AERCminorStrategic or Co-development Partner · 18 October 2023IMOP Insights conducted the II Study on Advertising Effectiveness in Media for AERC (Asociación Española de Radio Comercial), presenting findings on radio's role in brand notoriety and advertising effectiveness.
• Havas Media NetworkcoreStrategic or Co-development Partner · 21 February 2023IMOP Insights collaborates with Havas Media Network on the 'Meaningful Women' research program, which analyzes women's perceptions of their representation in advertising across multiple sectors. The study involves testing advertising creatives and conducting qualitative workshops to understand values key to women today.
• AEA - Asociación Española de AnunciantescoreStrategic or Co-development Partner · 16 November 2022IMOP Insights conducts the annual study on advertising perception in new platforms (social networks, video-streaming) for the AEA Advertising Observatory. Concha Gabriel presented findings on how consumers perceive advertising on TikTok, Instagram, and other emerging platforms.
• OPEN España / Novo NordiskminorStrategic or Co-development Partner · 20 January 2022IMOP Insights conducted a study titled 'Self-perception of body weight and coping with overweight and obesity' for OPEN España with support from Novo Nordisk. The study provided empirical evidence on how people with obesity perceive themselves and the barriers they face in personal, social, and professional dimensions.
• I+AminorOthers · 1 January 2022Corporate member of I+A (Asociación de Investigación de Marketing y Opinión), the Spanish marketing and opinion research association, with Concha Gabriel representing the association on the jury of the AEA Eficacia awards.
• AIMCminorOthers · 1 January 2021Member of AIMC (Asociación para la Investigación de Medios de Comunicación), Spain's media audience research association, indicating industry participation and standard-setting engagement.
• El ConfidencialcoreStrategic or Co-development PartnerIMOP Insights operates the Electoral Observatory for El Confidencial, conducting continuous tracking of voting intention for Spanish general elections and regional elections. This is the company's flagship public-facing polling partnership, providing regular electoral data to one of Spain's leading digital newspapers.
• Fundación BBVAcoreStrategic or Co-development PartnerIMOP Insights has a recurring partnership with the BBVA Foundation to coordinate and execute field work for major public opinion studies on topics including scientific culture, university students, information consumption, and nature/animal perceptions. Multiple studies have been published under this collaboration.
• BERBĒSminorStrategic or Co-development PartnerIMOP Insights and BERBĒS jointly run the 'Pregunta IMOP-BERBĒS' initiative, providing regular public opinion data on current social and health topics such as sun eye protection, tobacco restrictions, and other timely issues.

Scale indicators5 records

Expansion highlights4 records

Direct peers

• Ipsos (Iberia): Global market research leader with dedicated Spanish/Iberian operations covering polling, media, brand, and consumer research — directly overlaps IMOP's quantitative and qualitative methodology stack and competes for the same enterprise, media, and government clients in Spain.
• Kantar (Spain): World's largest market research group with Spanish operations providing media measurement, brand tracking, and consumer research — directly competes with IMOP's sponsorship, media audience, and brand effectiveness studies for the same advertiser and media-owner clients.
• Nielsen (Spain): Global audience measurement and consumer research firm with Spanish operations — competes directly with IMOP for media audience studies, advertising effectiveness, and consumer panel research commissions in Spain.
• GfK (Spain): Global consumer research and analytics firm with Spanish operations providing market intelligence and consumer behavior studies — comparable offering across retail, consumer, and media research overlapping with IMOP's portfolio.
• Sigma Dos: Spain's most established electoral polling and social research institute — direct competitor for political polling and social attitude studies, and a fellow member of AEDEMO, with comparable Spanish government and media clients.
• Metroscopia: Madrid-based political polling and social research firm regularly featured in El País — directly competes with IMOP for Spanish electoral polling commissions and political/social attitude studies with major media outlets.
• Simple Lógica (40dB): Spanish market research and data analytics firm (formerly Simple Lógica, rebranded as 40dB) providing consumer, brand, and social research — comparable methodology and target client base in Spain, often partnered with international networks.
• NC Agrupa / Análisis e Investigación: Spanish market research firms offering consumer panels, mystery shopping, and field research — comparable services to IMOP's point-of-sale, quality, and panel studies, with overlapping advertiser and retail clients.

Emerging players

• Havas Media Network: Global media agency network and IMOP's collaboration partner on the Meaningful Women study — increasingly offering proprietary research tools and audience insights that overlap with traditional research agencies' offerings to advertisers.
• Dynata: Global online panel and survey technology provider — competes with IMOP's EMOP panel for online survey-based research commissions, offering faster, programmable, automated survey deployment for budget-conscious clients in Spain and beyond.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/imopinsights
• Facebookfacebook.com/IMOP.es
• LinkedInlinkedin.com/company/imop/?originalSubdomain=es

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 IMOP Insights