MarketDirection
- Company typePrivate
- Founded2004
- HeadquartersStockholm, Sweden
- Headcount1–10
- GTM typeB2B
- OfferingServices
What MarketDirection does
MarketDirection Sweden AB is a private, Stockholm-based consultancy founded in 2004 that helps mid-market and large enterprises in the Nordic region and internationally implement Net Promoter Score (NPS) based customer experience and customer-driven business transformation programs. The firm operates with a lean team of approximately 7 employees and was the first consultancy in the Nordic region certified by the founders of NPS methodology (Bain & Company, Satmetrix, Fred Reichheld) in 2010, holding licensed rights to the NPS, Net Promoter, and eNPS trademarks. The company has completed over 160 NPS projects since inception and reports delivery on every continent except Antarctica.
MarketDirection's product portfolio is anchored by the end-to-end CX & NPS Programme, supported by three proprietary tools: the Customer-Spirit Index (an employee-perspective culture assessment), the NPS-Audit & Planner (a structured maturity assessment across 5 areas and 60 sub-components), and a multi-channel Customer Feedback & Surveys offering enhanced with AI-generated dynamic questioning. The Experience Management (XM) technology backbone is the Forsta Plus platform, distributed through a close technology partnership with Forsta and augmented with custom NPS-specific functionality and integration capabilities. The firm layers machine learning and natural language processing onto this platform for text, sentiment, audio, and video analysis, predictive analytics, anomaly detection, and recommendation generation.
The business model combines professional services revenue from long-term consulting engagements, training and workshops, and recurring subscription revenue from the XM platform and ongoing customer feedback programs. Pricing is custom and quote-based, structured as annual subscriptions, targeting executive teams and CX leadership in both B2B and B2C organizations. Go-to-market is consultative, enterprise field sales supplemented by an event-driven community strategy — including the NPS-Nätverket network, Frukostseminarium breakfast seminars, Rundabordssamtal roundtables, webinars, and the Lojalitetspodden podcast — with channel partnerships through culture coaching firms Senteo, Wowservice, and House of CX. MarketDirection has been bootstrapped since founding with no external funding rounds and shows no M&A activity.
MarketDirection firmographics
Firmographics- Name
- MarketDirection
- Legal name
- MarketDirection Sweden AB
- Website
- https://marketdirection.se
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
MarketDirection industry classification
Industry- Product category
- Customer Experience Consulting
- NAICS
- Management Consulting Services (54161), Marketing Consulting Services (541613), Marketing Research and Public Opinion Polling (541910)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH)
- akta.pro secondary industries
- Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK), Customer Experience (CX) & Service Excellence (EDABACAB), Customer, Marketing & Sales Consulting (BPAHACAG)
Keywords
Where MarketDirection is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
MarketDirection business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- CX & NPS Consulting Services: End-to-end CX and NPS program implementation, advisory services, and strategic partnership. Long-term consulting engagements with organizations seeking customer-driven business transformation.
- Training & Workshops: Company-tailored CX and NPS training programs including foundational NPS training, CLV & NPS economics workshop, and fast-track sessions for managers and teams
- XM Platform (Forsta Plus): Experience Management platform subscription including insights portal, analytics, AI analysis, action planning and close-the-loop functionality
- Customer Feedback & Surveys: Smart mix of relationship measurement, experience measurement, digital feedback collection and AI-powered survey solutions
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Custom enterprise solutions tailored to organization needs |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
MarketDirection product offering
Product offeringCore offering
MarketDirection delivers end-to-end CX and NPS consulting programs that combine NPS methodology, advanced analytics, AI-driven dynamic questioning and sentiment analysis, customer culture change management, and the Forsta Plus-based Experience Management (XM) platform. The firm helps organizations move from measuring customer satisfaction to driving loyalty and measurable business outcomes through proprietary tools such as the Customer-Spirit Index culture assessment and the NPS-Audit & Planner maturity assessment.
Product overview
MarketDirection offers a portfolio of customer experience and loyalty solutions built around NPS methodology. The core offering is the CX & NPS Programme, a comprehensive end-to-end programme combining measurement, analytics, AI, and change management. This programme is supported by the XM Platform (based on Forsta Plus technology) which provides the technical infrastructure for feedback collection, advanced analytics, AI text analysis, and action planning. Key complementary services include NPS-Audit & Planner for maturity assessment, Customer-Spirit Index for measuring internal customer culture, Customer Feedback & Surveys with AI-enhanced dynamic questioning, Employee Surveys using eNPS methodology, and Training & Workshops. The Integration Platform handles data quality and automation between systems. Together, these products form a cohesive loyalty and customer-driven development ecosystem.
Differentiator
Problem solved
Functional benefit
Products and services
- CX & NPS Programme An end-to-end customer experience and Net Promoter Score programme that combines NPS methodology, advanced analytics, AI support, change management, customer-centric culture development, and an XM platform to deliver measurable business impact including higher ROI, reduced churn, and increased Customer Lifetime Value. Targeted at executive teams and CX leadership in mid-market and large organizations.
- NPS-Audit & Planner A structured maturity assessment tool that evaluates how an organisation works with NPS, CX, and customer-driven change across strategy, methodology, systems, organisation, and follow-up (5 areas and 60 sub-components). Includes Action Planner for prioritising improvement initiatives and a results portal for leadership and CX teams.
- Customer-Spirit Index
- XM Platform (Experience Management Platform)
- Customer Feedback & Surveys A smart mix of customer feedback collection methods including relationship surveys, customer experience surveys, digital feedback, and AI-enhanced analysis. Features dynamic questioning with AI-generated follow-up questions for more relevant dialogue and actionable insights.
- Employee Surveys (eNPS)
- Training & Workshops in CX and NPS
Quantifiable outcome
- Reduced churn and increased CLV through data-driven and predictive analytics
- +2 more outcomes
Companies that use MarketDirection
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles2 records
MarketDirection technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability9 records
Feature6 records
MarketDirection partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Läkare Utan Gränser (Médecins Sans Frontières)minorPro bono partnership since 2017 providing ongoing surveys, analysis and development advice at no cost. Goal is to help Médecins Sans Frontières gain more satisfied donors who continue supporting their life-saving work.
- ForstacoreClose technology partnership for XM platform distribution. MarketDirection offers Forsta Plus platform with extra NPS-specific functionalities and enhanced service. Partnership includes co-development of features needed for loyalty work, with Forsta being proactive in system development.
- SenteominorCustomer culture coaching partner helping organizations move from customer promise to customer culture. Collaboration involves Customer-Spirit Index measurement combined with coaching for behavioral and process change.
- WowserviceminorCustomer culture coaching partner supporting organizations in customer culture transformation. Works with Customer-Spirit Index to provide concrete foundation for prioritizing and building shared ways of working.
- House of CXminorCustomer culture coaching partner within change and development coaching. Collaboration combines Customer-Spirit Index insights with coaching to make customer culture concrete and sustainable over time.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
MarketDirection competitors and assessment
Company assessmentBroad incumbents
- Qualtrics: XM platform serving CX, EX, and market research use cases at enterprise scale, now part of Silver Lake / CPP portfolio. Adjacent to MarketDirection on measurement, analytics, and dynamic survey design with broader SaaS distribution.
- Ipsos: Global research firm with a CX and loyalty practice (Ipsos Loyalty/CX). Comparable on NPS, customer satisfaction, and voice-of-customer analytics for Nordic and international clients.
- Bain & Company: Creator of the Net Promoter Score methodology. Operates a global strategy consulting practice including CX and customer strategy. Relevant as the methodology originator and a broader consulting incumbent in the same space as MarketDirection's niche focus.
- Kantar: Global market research and insights firm with a dedicated CX practice covering NPS, VoC, and brand experience measurement. Overlaps MarketDirection on CX research methodology and enterprise advisory.
Direct peers
- Beyond Philosophy: CX consulting firm offering customer experience strategy, culture, and experience design services. Comparable as a boutique firm combining CX advisory with practical transformation engagement models.
- Heart of the Customer: B2B-focused CX consultancy specializing in VoC programs, NPS, and customer journey consulting. Closely mirrors MarketDirection's B2B mid-market/enterprise focus and methodology-led delivery.
- Strativity: Boutique CX consulting firm offering customer experience strategy, culture, and measurement programs. Comparable as a specialist CX consultancy focused on CX maturity and transformation rather than broad management consulting.
- Forsta: Experience management technology provider (formerly Confirmit + ww) whose Forsta Plus platform MarketDirection distributes and extends with NPS-specific functionality. Closest direct peer on the platform layer.
- Medallia: Enterprise experience management platform covering CX, employee experience, and VoC analytics with AI-driven text and sentiment analysis. Comparable to MarketDirection's Forsta Plus-powered XM offering and broader CX/NPS program.
- Walker Information: US-based CX consulting and benchmarking firm known for the "Walker CX Maturity Model" and B2B CX programs. Highly comparable on the consulting-led, assessment-driven CX/NPS delivery model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
MarketDirection social profiles
Digital presenceMarketDirection compliance and trust
Trust signalCompliance3 records
MarketDirection financial estimates
Financial estimateRevenue estimate
Valuation estimate
MarketDirection leadership team
Management profileNumber of profiles
Profiles7 records
MarketDirection funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MarketDirection 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 MarketDirection
What does MarketDirection do?
MarketDirection delivers end-to-end CX and NPS consulting programs that combine NPS methodology, advanced analytics, AI-driven dynamic questioning and sentiment analysis, customer culture change management, and the Forsta Plus-based Experience Management (XM) platform. The firm helps organizations move from measuring customer satisfaction to driving loyalty and measurable business outcomes through proprietary tools such as the Customer-Spirit Index culture assessment and the NPS-Audit & Planner maturity assessment.
Is MarketDirection a public or private company?
MarketDirection is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MarketDirection founded?
MarketDirection was founded in 2004. It employs 1 to 10 people.
Where is MarketDirection based?
MarketDirection is headquartered in Stockholm, Sweden, in the Europe region.
How does MarketDirection make money?
Four revenue lines are on record. CX & NPS Consulting Services are the primary driver. The others are training & Workshops, XM Platform (Forsta Plus) and customer Feedback & Surveys.
Who are MarketDirection's main competitors?
Broad incumbents on record are Qualtrics, Ipsos, Bain & Company and Kantar. Direct peers are Beyond Philosophy, Heart of the Customer, Strativity, Forsta, Medallia and Walker Information.
Does MarketDirection have an API?
No public API is recorded for MarketDirection.
What industry is MarketDirection in?
MarketDirection's product category is Customer Experience Consulting. Its primary akta.pro industry code is MPAAALAH, Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research), with a secondary code of BPAHALAK, Customer Experience (CX) & Voice-of-Customer Analytics. Its NAICS code is 54161 and its SIC code is 8742.