Profacts
Profacts is a Belgian full-service market research agency of approximately 50 professionals serving B2B, B2C and government clients with hybrid quantitative, qualitative and neuroscientific research, proprietary neuro and emotion-analytics platforms, and project-based advisory services.
- Company typePrivate
- Founded2006
- HeadquartersEke, Belgium
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Profacts does
Profacts BV is a Belgian full-service market research and advisory agency founded in 2006 in Ghent by Stijn De Rammelaere and Timothy Desmet, now operating under CEO Carine Vaeremans and owned by Mediafin (publisher of De Tijd and L'Echo) following a 2024 acquisition. The firm positions itself as Belgium's largest independent market research agency, with a team of approximately 50 professionals serving B2B, B2C and government clients across Belgium and internationally through quantitative, qualitative and neuroscientific research methodologies.
The company's product portfolio spans customer and consumer experience research, advertising and communication research, product and service research, brand research, neuroscientific pricing research, employee and shopper research, big data and ROI analytics, and consultancy services. Its underlying technology stack combines proprietary platforms acquired through the takeovers of ICMA Group (2018), Emolytics (2018, a UCL spin-off for multi-channel emotion analytics) and Impulse (2019, neuro/implicit research via Impulse Lab using eye tracking and skin conductance), supplemented by an in-house data science (Clever) team developing AI chatbots and AI-driven research solutions.
Profacts generates revenue primarily through project-based professional services engagements and retainers negotiated directly with enterprise, mid-market and government clients. Distribution is direct via enterprise field sales from its Ghent headquarters (The Loop), a second Brussels office near Brussels South station, and a planned hub at the Tour & Taxis site; thought-leadership channels include the annual "The Future is Now" flagship event, webinars with media partners (e.g., Kanaal Z), and industry associations such as Esomar and Cube Belgium.
Profacts firmographics
Firmographics- Name
- Profacts
- Legal name
- Profacts BV
- Website
- https://profacts.be
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Profacts is a Belgian full-service market research agency of approximately 50 professionals serving B2B, B2C and government clients with hybrid quantitative, qualitative and neuroscientific research, proprietary neuro and emotion-analytics platforms, and project-based advisory services.
- Ownership category
- akta.pro rank
Where Profacts is headquartered
LocationHeadquarters
- HQ city
- Eke
- HQ country
- Belgium
- HQ region
- Europe
Offices3 records
Markets served
Profacts business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Market Research Services: Profacts provides comprehensive market research services including quantitative and qualitative research, advisory, and consultancy. Services are delivered through hybrid research solutions combining online, offline, telephone, and face-to-face methodologies. Revenue is generated through project-based engagements and retainer arrangements with B2B, B2C, and government clients.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Profacts product offering
Product offeringCore offering
Profacts is a full-service market research and advisory agency that conducts quantitative, qualitative, and neuroscientific research for B2B, B2C, and government clients. The firm combines in-house data collection (call centre, field team for face-to-face and telephone fieldwork) with proprietary platforms such as the Emolytics emotion-analytics platform and the Impulse Lab for implicit/neuro research, delivering actionable recommendations rather than raw data.
Product overview
Profacts is a full-service market research agency offering a comprehensive portfolio of research solutions organized into three main categories: (1) Research Solutions including Customer & Consumer Experience, Advertising & Communication, Product & Service, Brand, Pricing, Employee, and Shopper research; (2) Data Collection & Advanced Analytics encompassing field solutions, quantitative/qualitative/big data analytics, Impulse Lab neuro-implicit solutions, AI solutions, and ROI Analytics; and (3) Consultancy Services including webinars, workshops, and keynote speakers. The company has expanded through acquisitions including ICMA Group (adding 3S Employer Branding, People Performance, and Customer Performance modules) and Emolytics (providing multi-channel customer experience measurement platform). Profacts maintains an in-house call centre and field team for hybrid quantitative and qualitative research, while investing in innovative AI, digital, and data-driven research solutions.
Differentiator
Problem solved
Functional benefit
Products and services
- Customer & Consumer Experience Research
Quantifiable outcome
- 80% visitor satisfaction at Batibouw construction fair (2018)
- +2 more outcomes
Companies that use Profacts
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Profacts technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability12 records
Feature5 records
Profacts partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered strategic, minor, major and core.
- Bpost MediastrategicProfacts selected as market research agency to conduct the Paper Reach Survey for Bpost Media. Survey mapped consumer behaviors and attitudes regarding Paper Mail advertising medium through CAWI and CATI interviews and daily logbooks.
- Kanaal ZminorPartnership with Kanaal Z for covering mobility topic extensively based on Profacts research. Included inspiration webinar during Mobility Week 2021.
- ImpulsemajorTakeover of Impulse expanding Profacts' neuro and implicit research capabilities through the Impulse Lab.
- EmolyticsmajorProfacts integrated the innovative market research platform Emolytics (technology spin-off from UCL) into its services. Platform captures and analyses customer emotions across multiple channels with automated, user-friendly technology.
- ICMA GroupmajorProfacts acquired services and key staff of ICMA Group, expanding range of research solutions to include unique ICMA models on customer performance, people performance, 3S employer branding, and customer experience. Also facilitated second office in Brussels.
- Effie Awards BelgiumstrategicProfacts is a proud partner of Effie Awards Belgium, honoring effective marketing communication campaigns. Partnership aligns with Profacts' focus on marketing effectiveness research.
- b²sensecoreStrategic collaboration combining expertise and resources of both agencies to deliver innovative research and advice solutions for B2B, B2C, and B2B2C scenarios in Belgian market and beyond. Both companies continue operating from current locations in Ghent and Brussels.
- Ghent UniversitystrategicStrong link with Department of Experimental Psychology at Ghent University for academic research collaboration and talent development.
- EsomarminorProfacts is a member of Esomar, the world organization for enabling better research into markets, consumers and societies with 5,000 members in 100 countries.
- Cube BelgiumminorAssociate member of Cube Belgium, a federation uniting Belgian market research institutes representing about 75% of total market research spent in Belgium.
- Tour & TaxisminorProfacts is building an additional hub at Tour & Taxis site in Brussels where Mediafin is located, creating closer integration with parent company.
Scale indicators5 records
Recent moves9 records
Expansion highlights6 records
Profacts competitors and assessment
Company assessmentEmerging players
- Dynata: One of the world's largest first-party data and insights platforms, providing sample, panels, and online research infrastructure. Comparable as a digital-first alternative to traditional agencies competing for the same research budgets.
- Cint: Global research technology platform for audience sourcing and sample provision. Comparable as a technology-led MR ecosystem player reshaping how quantitative fieldwork is procured and priced.
- Toluna: Digital consumer research platform combining online panels, survey tooling, and automated insights. Comparable as a tech-enabled MR player pushing self-serve and panel-based models that pressure traditional fieldwork agencies like Profacts.
Broad incumbents
- GfK (now part of NIQ): Global market research firm (consumer goods, retail, technology) now operating within NielsenIQ. Overlaps with Profacts on consumer brand, shopper, and product research for multinational clients.
- Kantar: World's largest marketing data and analytics company, operating across brand, media, CX, and consumer research. Comparable as a broad incumbent Profacts competes with on Belgian and international client rosters.
- Ipsos: Global top-3 market research firm offering the full spectrum of qualitative, quantitative, neuroscience, and advisory services across 90+ markets. Direct competitor on multinational RFPs and Belgian enterprise clients seeking global capability.
- NielsenIQ: Global consumer intelligence firm combining retail measurement, consumer panels, and analytics. Comparable as a scaled data-driven incumbent competing for consumer/brand research and shopper insights work.
Direct peers
- Effectory: European employee and people-research specialist headquartered in the Netherlands, comparable in size and focus. Overlaps with Profacts' ICMA-acquired employee research, 3S employer branding, and people performance offerings.
- b²sense: Belgian market research agency headquartered in Diegem specializing in B2B2C research with its own call centre and ListenGuideMakeSense methodology. Profacts' explicit strategic collaboration partner and the most direct comparable in size, geography, and service mix.
- InSites Consulting (now Human8): Belgian-founded market research agency now operating as Human8, specializing in consumer insights, brand, and innovation research. Highly comparable as a Belgium-rooted, mid-sized, independently-positioned MR specialist serving similar B2B/B2C clients.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Profacts social profiles
Digital presenceProfacts compliance and trust
Trust signalCompliance2 records
Profacts financial estimates
Financial estimateRevenue estimate
Valuation estimate
Profacts leadership team
Management profileNumber of profiles
Profiles4 records
Profacts subsidiaries and ownership
Company hierarchySubsidiaries2 records
Profacts funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Profacts M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Profacts
What does Profacts do?
Profacts is a full-service market research and advisory agency that conducts quantitative, qualitative, and neuroscientific research for B2B, B2C, and government clients. The firm combines in-house data collection (call centre, field team for face-to-face and telephone fieldwork) with proprietary platforms such as the Emolytics emotion-analytics platform and the Impulse Lab for implicit/neuro research, delivering actionable recommendations rather than raw data.
Is Profacts a public or private company?
Profacts is a private company. It is classified as corporate owned and is currently operating.
When was Profacts founded?
Profacts was founded in 2006. It employs 11 to 50 people.
Where is Profacts based?
Profacts is headquartered in Eke, Belgium, in the Europe region.
How does Profacts make money?
One revenue line is on record: market Research Services.
Who are Profacts's main competitors?
Emerging players on record are Dynata, Cint and Toluna. Broad incumbents are GfK (now part of NIQ), Kantar, Ipsos and NielsenIQ. Direct peers are Effectory, b²sense and InSites Consulting (now Human8).
Does Profacts have an API?
No public API is recorded for Profacts.