Demoskop

What Demoskop does

Demoskop is a privately held Swedish market research and opinion polling firm headquartered in Stockholm with a secondary office in Gothenburg. Founded in 1989 and merged with Inizio in 2019, the company serves media organizations (Aftonbladet, Svenska Dagbladet), corporates (Vattenfall, NCC, HSB, Stålbyggnadsinstitutet), industry bodies (Industrirådet, Svenskt Näringsliv), and public sector clients with custom quantitative and qualitative research. Its core data asset is the Iniziopanelen, a proprietary opt-in consumer panel with over 30,000 members used for daily polling and large-scale survey programs.

The company's technology centerpiece is the Stella Research Engine, a proprietary AI platform launched in 2023 that integrates multiple large language models (OpenAI, Anthropic, Google, Mistral) with roughly ten custom-built agents for survey analysis, synthetic persona creation, questionnaire design, report generation, transcription, and image generation. Stella is used internally across all research workflows and licensed to approximately 15 external customers, with international expansion underway through the WIN network of independent research firms spanning 45+ member companies in 73+ countries. The company is a member of ESOMAR, WAPOR, and IAB Sweden, complies with GDPR, and was the most accurate polling institute in the 2022 Swedish election (0.4pp average deviation).

Demoskop operates a hybrid revenue model combining bespoke professional services (custom market research, brand tracking, campaign measurement) with recurring subscriptions for the Väljarbarometern monthly voter barometer, Stella platform licensing, and recurring research publications. Go-to-market is primarily direct sales to enterprise clients, supplemented by thought leadership content, the annual Lyberg Conference, and partnership-driven international distribution via WIN and Penetrace. Pricing is quote-based and not publicly disclosed.

Name

Demoskop

Legal name

Demoskop AB

Website

https://demoskop.se

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Demoskop is a Swedish market research and opinion polling firm (founded 1989) that runs a 30,000-member consumer panel and the Stella AI platform to deliver custom research, brand tracking, and political polling for media, corporate, and public sector clients.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Market Research Services: Demoskop provides bespoke market research services including concept testing, campaign measurement, customer surveys, market analysis, brand tracking, and qualitative/quantitative research methodologies for corporate clients.
2. Opinion Polling: Conducting political and public opinion surveys for media clients including Aftonbladet and Svenska Dagbladet. The monthly väljarbarometer (voter barometer) is a flagship product providing regular political polling data.
3. AI Platform Licensing (Stella): Licensing of the Stella Research Engine AI platform to external clients. Approximately 15 customers subscribe to custom versions of Stella. International expansion ongoing through WIN network partners.
4. Publications and Reports: Sale of research publications, industry reports, and guides on communication measurement, brand building, and market trends. Examples include the annual market research future report and communication guides.

Go-to-market motion4 records

Distribution channels3 records

Marketing channels6 records

Core offering

Demoskop provides bespoke market research and opinion polling services for corporate, media, government, and academic clients in Sweden and internationally. Core services include brand tracking, campaign measurement, customer and employee surveys, political polling, concept testing, and qualitative research. The company operates a proprietary 30,000+ member consumer panel (Iniziopanelen) and licenses a custom AI platform (Stella Research Engine) combining multiple language models with specialized research agents.

Product overview

Demoskop is a Swedish market research and opinion polling company founded in 1989 (merged with Inizio in 2019) offering a portfolio of research services and products. The core offering centers on Stella Research Engine, their proprietary AI platform combining multiple language models with custom-built agents for survey analysis, synthetic personas, and automated report generation. Supporting services include Iniziopanelen (their opt-in research panel with 30,000+ members), Väljarbarometern (monthly voter polling), and comprehensive market research services covering brand tracking, customer surveys, and communication measurement. The company serves media clients (Aftonbladet, Svenska Dagbladet), government organizations, and corporate clients across Sweden.

Differentiator

Problem solved

Functional benefit

Brands

• Stella Research Engine: AI-powered platform for market research and analytics, including data analysis, survey design, and insight generation

Products and services

• Stella Research Engine Proprietary AI-powered research platform combining multiple language models with custom-built agents. Enables survey analysis, synthetic persona creation, report generation, data integration, and automated research workflows for market and opinion research. Licensed to approximately 15 customers with international expansion across 37 languages.
• Iniziopanelen (Swedish Opinions Panel) Opt-in consumer panel for Swedish opinion and market research with over 30,000 members. Conducts daily polling for media clients including Aftonbladet and Svenska Dagbladet, with pre-stratified and weighted sampling methodology. Provides rapid, representative data collection infrastructure for all Demoskop research activities.
• Väljarbarometern (Voter Barometer) Monthly voter preference survey conducted on behalf of Aftonbladet and Svenska Dagbladet. Measures party support, block differences, and political trends among Swedish voters. Flagship political polling product providing regular, recurring political data to media clients.
• Marknadsundersökning (Market Research) Comprehensive market research services including customer surveys, market analysis, brand tracking, campaign measurement, and concept testing for corporate clients across industries.
• Opinionsundersökning (Opinion Polling) Public opinion research services covering political polling, societal attitudes, and policy-related surveys for media, government, and organizational clients.
• Varumärkestracking (Brand Tracking) Continuous brand tracking and measurement services including brand equity analysis, campaign tracking, and media investment optimization using proprietary methodologies that integrate survey data with publisher ad server big data.
• Kampanjmätning (Campaign Measurement) Communication effectiveness measurement for advertising campaigns, evaluating brand awareness, consideration, and purchase intent. Demoskop has conducted over 10,000 campaign measurements since 1989.
• Kundundersökning (Customer Surveys) Customer satisfaction and customer experience survey services for corporate clients to understand customer behavior, measure satisfaction, and inform customer strategy.
• Koncepttest (Concept Testing) Concept testing services for advertising pre-tests (Förtest av reklam) and innovation concepts, helping clients evaluate creative concepts and new product ideas before launch.
• Medarbetarundersökning (Employee Surveys) Employee survey and workforce research services for corporate clients, providing insights into workforce attitudes, engagement, and organizational culture.

Quantifiable outcome

• Average deviation of 0.4 percentage points per party in 2022 Swedish election - most accurate polling institute
• +4 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered core, major and minor.

• WIN (Worldwide Independent Network of Market Research and Opinion Poll)coreStrategic or Co-development Partner · 25 April 2023WIN is a global network of independent market research and polling firms with over 45 member companies in more than 73 countries. Demoskop joined WIN in April 2023 to access global research capabilities, international expertise, and growth opportunities. The partnership enables Demoskop to serve international clients and expand the Stella AI platform globally through member company collaborations.
• PenetracemajorStrategic or Co-development Partner · 15 November 2021Demoskop and Penetrace entered a collaboration focused on the Nordic market, combining marketing intelligence technology, market understanding, and advisory services. The partnership aims to provide enhanced business value to clients through integrated solutions.
• ESOMARcoreOthersESOMAR is a global organization working with all types of questions related to surveys and data management, including methods, sampling, and ethical rules. Demoskop is a member and all surveys follow ESOMAR's guidelines, providing a quality guarantee for all aspects of their research.
• WAPOR (World Association for Public Opinion Research)majorOthersWAPOR, founded in 1947, is the leading global organization in public opinion research. Demoskop follows the highest international standards for opinion surveys as a member, ensuring that surveys are conducted according to strict professional and ethical guidelines.
• IAB (Internet Advertising Bureau Sweden)minorOthersIAB is an independent and transparent membership organization that unites, educates, and influences the digital marketing industry in Sweden. IAB has approximately 300 member companies. Demoskop is a member, indicating involvement in the digital marketing and advertising ecosystem.
• MecenatminorStrategic or Co-development PartnerDemoskop partners with Mecenat (a Swedish student organization) to produce quarterly student surveys called 'UngInsikt' examining Swedish student opinions on relevant topics. The partnership generates recurring research reports on the student demographic.
• SvenskmärkningminorStrategic or Co-development PartnerDemoskop collaborates with Svenskmärkning on the annual 'Korvrapporten' (Sausage Report), a recurring survey about Swedish sausage consumption and attitudes. This partnership has produced the report for five consecutive years.
• AftonbladetcoreGTM or Marketing PartnerAftonbladet (Sweden's largest newspaper, part of Schibsted Media Group) is a major client partner for regular polling. Demoskop conducts the monthly Väljarbarometer and manages the Iniziopanelen on behalf of Aftonbladet. The partnership includes daily polling and exclusive content publishing.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Ipsos: Global market research and opinion polling giant. Comparable to Demoskop across market research, brand tracking, campaign measurement, and public opinion polling, but at vastly larger scale and broader international footprint.
• Kantar: Global data, insights, and consulting company with strong brand tracking and media measurement practices. Overlaps with Demoskop's brand tracking, campaign measurement, and communication effectiveness services.

Direct peers

• Novus Group: Swedish-headquartered polling and market research firm. Direct competitor in the Swedish voter barometer space and broader Nordic market research; similar size and customer base to Demoskop.
• YouGov: Global public opinion polling and market research company with proprietary consumer panels. Directly comparable to Demoskop's panel-based opinion research model and international multi-country survey capabilities.
• Gallup: Global analytics and polling firm famous for opinion research and election polling. Comparable to Demoskop's political polling, public opinion research, and methodology-driven insights offerings.
• Cint: Swedish-headquartered global panel management technology company. Comparable to Demoskop in operating a consumer panel infrastructure and serving research buyers, but as a platform/technology rather than a research services firm.
• Pew Research Center: Non-profit public opinion research organization producing polling and trend research. Comparable to Demoskop in methodology rigor, political polling, and societal attitude research, but U.S.-focused.
• B2B International: B2B market research firm with international reach. Comparable in providing custom market research and brand tracking to enterprise clients, though B2B International focuses on business-to-business rather than consumer polling.

Regional players

• Norstat: Nordic/European data collection and market research firm. Comparable panel-based research and polling capabilities to Demoskop, focused on Nordic and Northern European markets.
• SurveyXact: Nordic survey platform providing tools for market research, customer surveys, and employee surveys. Overlaps with Demoskop's enterprise survey capabilities but as a software platform rather than full-service research provider.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/demoskop-ab

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Demoskop