What DemoSCOPE does

DemoSCOPE (Demo SCOPE AG) is a Swiss social and market research firm founded in 1961, headquartered in Adligenswil (Lucerne) with operations in Fribourg. The company conducts qualitative and quantitative research for federal and cantonal government agencies, financial institutions, retailers, insurance providers, and non-profit organizations, leveraging a proprietary community panel of approximately 60,000 members and a network of several hundred freelance interviewers to support both standardized syndicated products and bespoke research engagements. Its 500+ customers include the Federal Statistical Office (FSO), Swiss National Bank, Aargauische Kantonalbank, PostFinance, ALDI SUISSE, SUVA, KPT, Caritas, and WWF.

Its core offerings include standardized tools such as KundenEcho, Omnibus, Gemeinde-Monitor, Gastro-Monitor, and Power Insights, alongside specialized products including Radar Psychography (a psychographic segmentation tool in continuous use since 1974), Spot/Print Analyzer for advertising effectiveness measurement, and Service Excellence assessments. The company operates a mixed-mode data collection platform (an early Swiss implementation introduced in 2011) and is ISO 20252:2019 certified for market research quality. Methodological depth is supported by PhD-level researchers, and capabilities are extended through partnerships with Norstat (pan-European fieldwork) and MediaAnalyzer (digital ad effectiveness, including emotion and attention tracking).

The business model is primarily project-based B2B research services with retainer-style syndicated products. Pricing is structured by study type, with Omnibus access starting at low single-digit thousands of CHF and full-service custom research reaching six-figure CHF engagements. The firm is privately held, owner-managed by three managing partners since 2019, and operates with approximately 60 permanent staff supplemented by freelance interviewers.

Name

DemoSCOPE

Legal name

Demo SCOPE AG

Website

https://demoscope.ch

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

51–100 employees

Short description

DemoSCOPE is a Swiss social and market research firm founded in 1961, serving 500+ government, financial, retail, and non-profit clients with proprietary panel-based quantitative and qualitative research, syndicated products, and bespoke studies.

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)

akta.pro primary industry

Survey, Panel & Fieldwork Services (BPAHALAJ)

Keywords

• Market research services
• Social research surveys
• Psychographic segmentation
• Customer satisfaction measurement
• Advertising effectiveness research

Headquarters

HQ city

Adligenswil

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Research Services: Custom quantitative and qualitative research projects for government agencies, academic institutions, corporations, and non-profit organizations. Projects range from large multi-year government contracts to ad hoc market research studies.
2. Standardized Products and Subscriptions: Recurring subscription products including Customers' Voices (annual subscription), Gastro-Monitor (monthly/annual), Power Insights (semi-annual waves), Omnibus surveys (modular pricing), and Municipal Monitor (project-based).
3. Advertising Effectiveness Testing: One-time or project-based advertising research using Spot Analyzer and Print Analyzer tools, often combined with Radar Psychography for targeted campaign insights.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

DemoSCOPE is a Swiss social and market research institute that delivers full-service quantitative and qualitative research using mixed-mode data collection (online, telephone, face-to-face, hybrid). The company sells standardized subscription research products (Omnibus, Customers' Voices/KundenEcho, Gastro-Monitor, Municipal Monitor, Power Insights, Brand Insights) and custom research projects to federal/cantonal authorities, universities, corporates, retailers, insurers, and non-profits. Underpinning the offering is a 60,000-member community panel and proprietary tools including Radar Psychography, Spot Analyzer with EmotionTracking, Print Analyzer with AttentionTracking, Dashboard Solutions, and the Voting Tool.

Product overview

DemoSCOPE is a Swiss social and market research company offering a comprehensive suite of research products and services. The portfolio includes standardized survey products (Omnibus multi-topic surveys, Brand Insights, Customer Feedback, Employee Satisfaction, Concept and Product Testing), specialized monitoring solutions (Gastro-Monitor for hospitality, Municipal Monitor for municipalities, Power Insights for electricity market), psychographic tools (Radar Swiss Psychography since 1974), and advertising effectiveness research (Spot.Analyzer with EmotionTracking, Print.Analyzer with AttentionTracking, Media Pathfinder). Additional offerings include Service Excellence (mystery shopping), Customers' Voices/KundenEcho (customer feedback), Dashboard Solutions (real-time reporting), and the Voting Tool (citizen participation platform). The company operates the DemoSCOPE Community Panel of 60,000 members and provides all data collection methods (telephone, online, face-to-face) from its locations in Adligenswil (Lucerne) and Fribourg.

Differentiator

Problem solved

Functional benefit

Brands

• DemoSCOPE Community Panel: Online panel consisting of approximately 60,000 persons who regularly participate in surveys.
• KundenEcho (Customers' Voices)
• Omnibus
• Gemeinde-Monitor (Municipality Monitor)
• Radar - The Swiss Psychography
• Gastro-Monitor
• Spot Analyzer / Print Analyzer

Products and services

• KundenEcho (Customers' Voices) Real-time customer feedback tool that helps businesses improve service quality through standardized surveys, QR-code-based questionnaires, continuous data collection, and visual dashboard reporting for tracking customer satisfaction metrics. Offered as tiered annual subscription for micro to 50+ employee enterprises.
• Omnibus (Multi-topic survey) Multi-topic survey product conducted monthly within the DemoSCOPE community panel. Offers representative samples of 1,000 people aged 15-99 from German-speaking and Western Switzerland with modular pricing based on question type, including questionnaire review, programming, data collection, and SPSS/Excel delivery.
• Gemeinde-Monitor (Municipal Monitor) Data-based municipal analysis tool that measures resident satisfaction across key municipal topics. Includes interactive dashboards, SWOT analysis visualization, and ISO 20252:2019 certified data quality, with optional Voting Tool add-on for citizen participation.
• Radar - The Swiss Psychography Proprietary psychographic profiling tool that segments Swiss individuals based on their value systems using a two-dimensional model with progressive/conservative and inward/outward orientation axes, dividing the population into eleven segments for marketing and communication targeting.
• Power Insights Electricity market liberalization research product with representative surveys conducted twice yearly. Provides three package tiers (Light, Medium, Premium) with 1,000-person samples, benchmarking, and insights on customer switching behavior and product expectations in the energy market.
• Service Excellence Mystery calls and mystery emails solution for measuring service quality. Evaluates real customer interactions using recorded audio files and standardized assessment frameworks, with dashboard comparisons across teams and time periods.
• Werbewirkungsforschung (Advertising Effectiveness Research) Advertising effectiveness measurement combining Spot.Analyzer (EmotionTracking for video ads) and Print.Analyzer (AttentionTracking for print/display ads) with industry benchmarks across industries. Also offers traditional pre- and post-tests for campaign measurement.
• Media Pathfinder Campaign testing product combining psychographic measurements with Radar psychographics. Enables pre- and post-testing of advertising materials with insights on viewing frequency, evaluation, product interest, and emotional response.
• Gastro-Monitor Innovative customer feedback system for the hospitality industry using QR-code-based surveys. Provides real-time dashboard analytics on satisfaction, quality, value for money, recommendation likelihood, and guest geographical origin.
• Customer Feedback Comprehensive customer satisfaction measurement solution offering both classic journey-based surveys and transactional measurement. Includes tailored questionnaires, professional consulting, statistical analyses, and optional dashboard integration.
• Employee Satisfaction Employee satisfaction and emotional connection measurement tool using customizable questionnaire frameworks. Covers key motivation drivers with anonymous data collection and visualizations for different management levels.
• Brand Insights Brand performance measurement tool analyzing brand positioning through standardized questionnaires. Measures brand knowledge (awareness and identity) and brand appreciation (recognition and preference) dimensions.
• Concept and Product Testing Professional product and concept testing service with experienced moderators. Includes professional consulting, SWOT analysis, detailed reports, and recommendations for product improvement linked to consumer behavior trends.
• DemoSCOPE Community Panel Online panel of approximately 60,000 Swiss residents recruited via a multi-channel strategy combining online and offline methods. Used for monthly Omnibus surveys and as the foundation for various DemoSCOPE research projects.

Quantifiable outcome

• Customer satisfaction scores of 77-78 out of 100 points in Northwestern Switzerland public transport surveys
• +2 more outcomes

Named customers17 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

Integration1 record

AI capability4 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• watsoncoreStrategic or Co-development Partner · 1 January 2023Since 2023, DemoSCOPE has been collaborating with watson, regularly surveying the Swiss population on current social and political topics. This media partnership generates visibility for DemoSCOPE while providing watson with exclusive research content for their audience.
• NorstatcoreStrategic or Co-development PartnerStrategic partnership building that combines DemoSCOPE's Swiss expertise with Norstat's international panel and research solutions. Raúl Fuertes is responsible for managing and expanding client relationships in Switzerland and developing this international partnership.
• MediaAnalyzer (Hamburg)coreTechnology or IntegrationCollaboration with MediaAnalyzer from Hamburg for advertising effectiveness research tools. DemoSCOPE offers Spot Analyzer and Print Analyzer, featuring EmotionTracking and AttentionTracking technologies with industry benchmarks, in partnership with MediaAnalyzer.
• ZHAW (Zurich University of Applied Sciences)minorStrategic or Co-development PartnerAcademic partnership with Zurich University of Applied Sciences, logo displayed among selected partners on main website.
• WEMF AG for Advertising Media ResearchcoreStrategic or Co-development PartnerIntegration of DemoSCOPE's Radar Psychography into WEMF's MACH research system since 2007, enabling standardized psychographic segmentation across Swiss media research.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SAGO AG: SAGO is a Swiss market and opinion research firm providing custom quantitative research, omnibus studies, and panel-based surveys; comparable to DemoSCOPE in domestic Swiss research service offerings.
• GfK (NielsenIQ): GfK (now part of NielsenIQ) is a global market research firm with longstanding Swiss operations providing consumer panel, retail measurement, and custom research — directly comparable to DemoSCOPE's mixed-mode survey, panel, and consumer research services for Swiss enterprises and government.
• Sotomo: Sotomo is a Swiss social research institute that produces polls, social analyses, and political research for media and public clients; comparable to DemoSCOPE's social research, public opinion polling, and media partnership work (e.g., the watson partnership).
• LINK Marketing Services: LINK Marketing Services is a Swiss market research and marketing services firm offering consumer research, customer experience, and panel-based studies; comparable in scale and end-market focus to DemoSCOPE within Switzerland.
• Norstat: Norstat is a European data collection and market research company with panel-based survey capability; DemoSCOPE already partners with Norstat for international panel solutions, making it both a peer in panel-based research and a strategic partner for cross-border work.
• M.I.S. Trend SA: M.I.S. Trend is a Swiss market and social research institute that runs recurring public opinion polls and consumer studies for Swiss media and brands; comparable to DemoSCOPE in survey-based polling and recurring tracking products.
• Ipsos Switzerland: Ipsos is one of the largest global market research companies, with a Swiss affiliate providing social research, public opinion polling, advertising research, and customer experience studies — overlapping directly with DemoSCOPE's full-service research portfolio and government/advertising client base.
• WEMF AG for Advertising Media Research: WEMF is the Swiss institution for advertising media research, operating the MACH system into which DemoSCOPE's Radar Psychography is integrated; comparable to DemoSCOPE in media and advertising research scope within Switzerland.
• YouGov Switzerland: YouGov is a global online market research and polling firm with an active Swiss panel and brand tracking practice; comparable to DemoSCOPE in panel-based research, public opinion polling, and brand/consumer insights.
• Kantar Switzerland: Kantar operates a Swiss research practice covering brand tracking, advertising effectiveness, media research, and social research; comparable to DemoSCOPE across both its advertising effectiveness tools (Spot/Print Analyzer) and broader quantitative/qualitative offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/demoscopeAG
• LinkedInlinkedin.com/company/demoscope-ag

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 DemoSCOPE