What Markteffect does

Markteffect is a privately held Dutch market research bureau founded in 1994 and headquartered in Eindhoven, operating as a one-stop-shop for strategic insights across 12+ industry verticals including Food & FMCG, Financial Services, Retail, Government, Education, Healthcare, Sport, Leisure & Hospitality, and IT/Telecom. The company delivers a structured portfolio of research services organized along four objectives — Target Group & Behavior, Product & Innovation, Branding & Communication, and Satisfaction & Experience — supplemented by proprietary branded monitors (Podcast Monitor, Vleesvervangers Monitor, Flitsbezorging Monitor, Koopkracht Monitor) and standardized products like the MTO Quick Scan and Leisure Kompas dashboard. Underlying methodology combines quantitative and qualitative data collection (online, telephone, face-to-face, fieldwork, mystery shopping) with AI-applied techniques including AI-Probing in surveys, Conversational AI for qualitative work, and AI-enhanced analysis and visualization, executed through Markteffect's own consumer and B2B panels and a 80+ person multilingual field workforce.

The business operates on a project-based professional services revenue model with quote-based pricing (typically starting at €6,500, with 50% deposits for larger projects), served via a sales-led GTM with industry-specialized client consultants, website quote requests, and direct phone/email engagement. Markteffect is part of The Relevance Group, an international network of specialized agencies providing cross-border capabilities and data science/AI expertise, and has grown both organically and via acquisitions (DirectResearch, Dynamic Concepts Consultancy, Team Vier). The customer base is enterprise- and government-leaning, with named clients spanning PSV, KNVB, Bavaria, Nespresso, Rabobank, NN, PostNL, Eindhoven Airport, Swiss Sense, and the Dutch Ministry of the Interior, supported by ISO 9001, ISO 27001, and ISO 20252 certifications and ESOMAR membership that enable participation in regulated and large-tender engagements.

Name

Markteffect

Legal name

Markteffect B.V.

Website

https://markteffect.nl

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Markteffect is a Dutch market research bureau offering AI-enhanced qualitative and quantitative research, brand tracking, customer journey, and employee satisfaction studies across 12+ verticals, serving enterprise and government clients via proprietary panels and a 100+ person research team.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Market Research, Analytics & Consumer Insights (BPAFAAAM)

akta.pro secondary industry

B2B / Industrial Market Research (MPAAALAA)

Keywords

• Market research services
• Consumer insights
• Brand tracking
• Customer satisfaction research
• Employee satisfaction research

Headquarters

HQ city

Eindhoven

HQ country

Netherlands

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Research Projects: Project-based market research services delivered to B2B clients across various industries. Payment terms typically include 50% upfront deposit for projects over €6,500, with remaining 50% after delivery.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Markteffect is a strategic market research bureau delivering custom and standardized research services — including brand tracking, customer journey research, customer and employee satisfaction, concept testing, campaign measurement, and UX research — to enterprise and organizational clients across 12+ verticals. It complements project work with proprietary branded research publications, an online real-time dashboard, and AI-enhanced methodologies (AI-Probing, Conversational AI, AI-powered analysis and visualization), executed through in-house consumer and B2B panels plus a dedicated field team.

Product overview

Markteffect is a strategic market research bureau operating as a one-stop-shop, offering a comprehensive portfolio of research services and proprietary products. The core offering consists of specialized research services organized by business objective: Target Group & Behavior (including customer journey, segmentation, and UX research), Product & Innovation (concept testing, pricing research), Branding & Communication (brand trackers, campaign measurement, employer branding), and Satisfaction & Experience (customer and employee satisfaction, NPS). Proprietary research publications include branded monitors (Podcast Monitor, Vleesvervangers Monitor, Flitsbezorging Monitor, Koopkracht Monitor) and the National Employee Satisfaction Survey. AI-powered methodologies (AI-Probing, Conversational AI) enhance research delivery. Results are delivered via online dashboards and detailed reporting. The company operates from offices in Amsterdam and Eindhoven, with over 100 research professionals.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Tracker Onderzoek Continuous monitoring of brand performance metrics such as awareness, consideration, and preference against predefined KPIs, typically delivered through an online dashboard.
• Customer Journey Onderzoek Research that maps the phases of consumer decision-making from initial awareness through purchase and post-purchase, identifying touchpoints, drivers, and barriers.
• Doelgroeponderzoek Target audience segmentation research identifying demographic characteristics, behavioral patterns, and optimal channels to reach specific consumer groups.
• Klanttevredenheidsonderzoek (KTO) Customer satisfaction measurement covering overall satisfaction, Net Promoter Score, and loyalty, often delivered with a priority matrix for improvement recommendations.
• Medewerkerstevredenheidsonderzoek (MTO) Employee satisfaction, engagement, and loyalty measurement using NPS and loyalty model frameworks, with regression analysis for prioritization.
• MTO Quick Scan Standardized short-form employee satisfaction survey providing quick insights into key workforce metrics at low cost.
• Naamsbekendheidonderzoek Brand awareness measurement across multiple awareness layers (top-of-mind, prompted, unprompted) and competitive benchmarking.
• Concepttest Concept testing to assess product concept fit, consumer interest, and purchase intent, typically conducted via online consumer panels.
• Positioneringsonderzoek Market positioning analysis evaluating brand performance against competitors on key KPIs and identifying unmet consumer needs.
• Campagne Effectmeting Campaign effectiveness measurement tracking awareness, image, and consideration impacts across media channels using pre-post measurement design.
• Employer Branding Onderzoek Employer brand research measuring current perception among employees and potential talent to strengthen the employer value proposition.
• Imago-onderzoek Corporate image research mapping how target audiences perceive the organization against its desired identity and brand values.
• Usage & Attitude Onderzoek Consumer knowledge, attitude, and usage (U&A) research covering product category, channel usage, and shopper segmentation.
• Nationaal Studiekeuze Onderzoek (NSKO) Annual national study choice research conducted among prospective students to understand decision factors in educational selection.
• NPS-onderzoek Net Promoter Score measurement to assess customer loyalty and likelihood to recommend, with segmentation into promoters, passives, and detractors.
• Behoefteonderzoek Consumer needs assessment to identify and understand desires and requirements for products or services in development.
• Belevingsonderzoek Experience and sensory research conducted at location or via online methods to measure emotional and functional brand relationships.
• UX-onderzoek User experience research testing website usability, content, navigation, and user-friendliness using web usability, mouse tracking, and eye tracking.
• Markteffect Podcast Monitor Regularly published research monitor on podcast listening behavior, audience segments, and advertising effectiveness in the Dutch market.
• Markteffect Vleesvervangers Monitor Regularly published meat substitutes monitor tracking consumer awareness, usage, and attitudes toward plant-based alternatives in the Netherlands.
• Markteffect Flitsbezorging Monitor Rapid delivery services monitor tracking the development and popularity of quick-commerce delivery in the Netherlands.
• Markteffect Koopkracht Monitor Purchasing power monitor tracking Dutch consumer spending patterns and financial sentiment.
• Nationaal Medewerkers Tevredenheidsonderzoek Annual national employee satisfaction survey providing benchmark scores across Dutch organizations.
• Leisure Kompas Strategic leisure industry benchmarking tool providing insights and data visualization for leisure and hospitality organizations.
• Markteffect Online Dashboard User-friendly online dashboard for real-time visualization and tracking of research results such as brand trackers and campaign metrics.

Quantifiable outcome

• Net Promoter Score of +53
• +1 more outcomes

Named customers18 records

Segments12 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature8 records

Partnerships

Twelve partnerships are on record, tiered core, flagship and minor.

• The Relevance GroupcoreOthersMarkteffect is part of The Relevance Group, an international network of agencies each with their own specializations in market research, data science, marketing technology, and AI. The group enables knowledge sharing and international capabilities.
• PSVflagshipGTM or Marketing PartnerMarkteffect serves as Official Sponsor of PSV and provides ongoing research services for the football club, including fan surveys and sponsorship measurement. The partnership has been long-term with renewal announcements.
• ISMI (Kenniscentrum)minorStrategic or Co-development PartnerMarkteffect partnered with ISMI knowledge center to combine expertise in market research.
• Beautiful LivesminorStrategic or Co-development PartnerBeautiful Lives joined The Relevance Group, bringing additional capabilities to the group of which Markteffect is part.
• TechonomyminorStrategic or Co-development PartnerTechonomy joined The Relevance Group, expanding the group's technology and data science offerings.
• SherloqminorChannel Partner/ Reseller/ DistributorSherloq was launched as a new label under Markteffect Group, expanding service offerings.
• DirectResearchcoreStrategic or Co-development PartnerMarkteffect acquired DirectResearch, a competitor in the market research industry. DirectResearch was also recognized as a top 10 fastest growing company alongside Markteffect before the acquisition.
• Triple DoubleminorGTM or Marketing PartnerMarkteffect partnered with Triple Double and Abovo Maxlead for combined marketing and research services.
• Abovo MaxleadminorGTM or Marketing PartnerMarkteffect partnered with Triple Double and Abovo Maxlead in a strategic collaboration for combined marketing and research services.
• Dynamic Concepts ConsultancyminorStrategic or Co-development PartnerMarkteffect acquired Dynamic Concepts Consultancy, expanding its consulting capabilities.
• Team VierminorStrategic or Co-development PartnerME Research Group (now part of Markteffect) acquired Team Vier, expanding team capabilities.
• Balance (Curacao)minorChannel Partner/ Reseller/ DistributorMarkteffect organized seminars in Curacao with partner Balance, expanding international research capabilities.

Scale indicators5 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• DVJ Insights: DVJ Insights is a Dutch insights and strategy consultancy offering qualitative, quantitative, and activation research. It is comparable to Markteffect in combining research with strategic consulting for Dutch enterprise clients.
• Ruigrok NetPanel: Ruigrok NetPanel is a Dutch market research firm specializing in consumer panels, brand and media research. It competes directly with Markteffect in panel-based brand tracking and consumer research for Dutch advertisers.
• MARE Research: MARE Research is a Dutch market research bureau specializing in consumer and B2B research, brand tracking, and customer experience work. It is a direct competitor to Markteffect in the mid-market Dutch research segment.
• Blauw Research: Blauw Research is a Dutch market research agency offering qualitative and quantitative research across consumer and B2B segments. It is one of the closest mid-sized Dutch peers to Markteffect, competing for similar client briefs in brand, customer, and employee research.
• VODW Marketing: VODW Marketing is a Dutch research and strategy consultancy combining market research with brand and marketing strategy. It overlaps with Markteffect's branding and communication research portfolio and serves similar Dutch enterprise and consumer clients.

Broad incumbents

• Kantar: Kantar is one of the world's largest market research and consumer insights groups with a strong Dutch presence. It directly competes with Markteffect for brand tracking, campaign measurement, and consumer insights engagements from large Dutch advertisers and agencies, but operates globally at vastly greater scale.
• Ipsos: Ipsos is a global market research firm with Dutch operations covering brand, customer experience, advertising, and public sector research. It overlaps heavily with Markteffect's full-service offering but competes across more geographies and benefits from global syndicated assets.
• Toluna: Toluna is a global consumer insights platform combining panels, technology, and research services. It is an adjacent competitor to Markteffect's online panel-based research, particularly for international and digital-first research engagements.
• NielsenIQ: NielsenIQ (formed via the GfK Consumer acquisition) is a global consumer and retail insights company. It competes with Markteffect in FMCG, retail, and consumer panel work for Dutch clients like Ahold and supermarket/FMCG brands, but with materially larger panel infrastructure.
• Dynata: Dynata is one of the world's largest first-party research data and panel companies. It competes with Markteffect on the panel/sample supply layer that underpins online research, including for Dutch and European B2C and B2B studies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/markteffect-effectief-marktonderzoek
• Instagraminstagram.com/wij_zijn_markteffect
• Xx.com/markteffect

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 Markteffect