The Langston

What The Langston does

The Langston Co. is a privately held B2B consumer insights firm headquartered in Denver, Colorado (with operations described as remote-friendly), operating as a Colorado LLC with fewer than 10 employees. The company sells subscription-based category data platforms and project-based custom research to enterprise and mid-market brands, with named clients including Anheuser-Busch, Nestlé, F45, Newell Brands, SCOTT Sports, Tommy John, Hanes, and Kitsch across retail, outdoor, apparel, health & beauty, fitness, and beverage verticals.

Its product suite centers on four offerings. Landscapes is an always-on, category-specific consumer data foundation built from pre-fielded surveys of 1,500–5,000+ respondents per category, layered with an AI-powered Insights Assistant that exposes the data through natural-language queries. Custom Research (Modular Research) delivers project-based studies assembled from a library of stackable, pre-built survey modules. Brand Health Tracking provides longitudinal measurement of consumer sentiment and category dynamics. Life Lenses is a proprietary 24-segment psychographic segmentation framework that categorizes consumers by behavioral patterns and values, usable across categories.

Revenue is generated through recurring subscriptions (Landscapes, Brand Health Tracking on multi-year contracts) and project-based professional services (Modular Research), sold via consultative enterprise sales motions initiated through the company's "Schedule a Call" channel. The company has no disclosed external funding, no parent company, and no M&A history, and operates across the US, Germany, and China while claiming a global footprint.

Name

The Langston

Legal name

The Langston Co.

Website

https://thelangstonco.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The Langston Co. is a Denver-based B2B consumer insights firm offering always-on category data (Landscapes), an AI-powered Insights Assistant, modular custom research, and a proprietary 24-segment psychographic framework (Life Lenses) to enterprise and mid-market brands across retail, apparel, outdoor, and health & beauty verticals.

Ownership category

akta.pro rank

Headquarters

HQ city

Boulder

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Landscapes Subscription: Ongoing access to category-specific consumer data ecosystems with AI-powered analysis capabilities. Delivers in-depth insights into consumer behavior, needs, perceptions, and satisfaction within specific categories in as little as two weeks.
2. Custom Research / Modular Research: Project-based custom research engagements customized to client needs, drawing from flexible, stackable modules. Each survey is designed, launched, and delivered with results, allowing iteration and follow-up studies.
3. Brand Health Tracking: Continuous measurement services providing longitudinal insight into consumer sentiment, category dynamics, and brand engagement with clear, actionable recommendations.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

The Langston is a B2B consumer insights and market research firm that combines a proprietary subscription platform (Landscapes) with bespoke custom research services. The firm delivers AI-assisted consumer intelligence, ongoing brand health tracking, and proprietary psychographic segmentation (Life Lenses) to consumer brands across retail, outdoor, apparel, health and beauty, travel, fitness, and food and beverage categories.

Product overview

The Langston Co. offers a suite of consumer insights products centered around two main pillars: Landscapes (an always-on consumer data platform) and Custom Research (modular research services). Landscapes combines extensive category-specific survey data with an AI-powered Insights Assistant that surfaces analysis through natural language interaction. Custom Research provides flexible, stackable survey modules for complex strategic questions. Both offerings are enhanced by Life Lenses, a proprietary 24-segment psychographic segmentation framework that categorizes consumers by their behavioral patterns and values.

Differentiator

Problem solved

Functional benefit

Brands

• Landscapes: Always-on foundation of robust consumer data for categories, combining extensive survey data with AI-powered Insights Assistant for category-specific insights.
• Life Lenses
• Modular Research
• Insights Assistant

Products and services

• Landscapes
• Custom Research
• Life Lenses
• Brand Health Tracking

Quantifiable outcome

• Research that typically takes months can be delivered in days through Landscapes' pre-fielded data approach
• +4 more outcomes

Named customers9 records

Segments12 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Partnerships

One partnership is on record.

• Centiment.cocoreStrategic or Co-development Partner · 15 July 2025Langston partnered with Centiment.co to conduct the US Cities Scorecard for Millennials study, surveying nearly 3,000 Millennials across 22 major metropolitan US cities. The partnership combined Centiment's data capabilities with Langston's research methodology to analyze city value propositions.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Ipsos: Global market research firm with deep consumer insights, brand, and advertising research practices. Overlaps with Langston across brand health tracking and consumer segmentation use cases.
• NielsenIQ: Global market research and consumer data giant serving the same enterprise insights buyers as Langston, but with a much broader portfolio of syndicated retail, CPG, and panel data assets.
• Mintel: Market research firm specializing in consumer products categories with both syndicated reports and custom research. Comparable buyer base (CPC/brand teams) and category data approach.
• Kantar: Global market research and consulting firm operating large-scale consumer panels and brand tracking products. Competes with Langston for enterprise brand insights budgets across multiple categories.

Direct peers

• Toluna: Global consumer panel and insights platform providing survey-based consumer research to brands. Operates a panel-and-technology model comparable to Langston's combination of modular survey infrastructure and brand research delivery.
• Zappi: Consumer insights platform purpose-built for brand and creative testing for CPG and retail brands. Targets the same brand and insights buyers as Langston with subscription-based research products.
• Suzy: B2B consumer insights platform connecting brands directly to a consumer panel for fast research. Closely comparable to Langston in target buyer (brand/insights teams), self-serve research workflow, and subscription-based delivery model.
• Attest: Consumer research platform offering brands on-demand survey-based insights. Direct competitor to Langston's Custom Research and Landscapes offerings on speed, technology-enabled research, and B2B SaaS-style pricing.
• Prolific: Online participant recruitment platform powering academic and commercial research studies. Comparable as a technology-enabled research infrastructure layer used by Langston-style consumer insights workflows.

Others

• Centiment: Consumer panel and survey data infrastructure provider that partnered with Langston on the US Cities Scorecard. Compares as an enabling data/panel supplier adjacent to Langston's research workflow.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/thelangstonco

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 The Langston