Masmi Research Group

What Masmi Research Group does

MASMI Research Group is a privately-held, London-headquartered full-service market research firm that has operated since 1994. The company runs a network of 10 wholly-owned country offices across Central/Eastern Europe and the Middle East, including the United Kingdom, Belarus, Cyprus, Croatia, Hungary, Poland, Russia (Moscow and St. Petersburg), Saudi Arabia, Serbia, and Ukraine. It serves global brands, international institutions, and government clients across nine industry verticals, with Financial Services and FMCG/Consumer Packaged Goods as primary segments and Healthcare, Media, Public Sector, Telecom, Travel & Leisure, Retail & Shopper, and Home & Personal Care as secondary verticals. Named clients include UNDP, the European Union, the World Bank, the International Committee of the Red Cross, the British Council, the Saudi Arabia Ministry of Health, and unnamed major airlines, hotel chains, and government tourism organizations.

The company's product portfolio is organized into two solution families. The MASMI Solutions suite comprises 11 proprietary research methodologies (BrandView, TargetView, CustomerView, EmployeeView, ReputationView, MshopperView, RetailView, IdeaView, ProductView, ConceptView, PriceView), several built around cause-effect models for brand, customer, employee, and product engagement. The MASMI Online platform delivers digital research capabilities including online panel research across 58 countries (with what the firm describes as the largest panel in Russia and IP-based panelist identification under ESOMAR 26 compliance), custom community panels, online qualitative research via chat, bulletin board, and audio/video formats, and NLP-driven web listening for brand mention, sentiment, and behavioral analysis. Technology partnerships with DigitalMR and Infotools extend the platform into conversation-linked marketing intelligence and research data management.

MASMI generates revenue through customized professional services engagements under a sales-led go-to-market model, with no publicly disclosed pricing. Distribution is direct via the in-country office network, with senior research professionals actively executing client projects rather than delegating to junior staff. The firm explicitly avoids rigid "black box" methodologies in favor of customized approaches grounded in local market expertise. The company has no disclosed parent, no funding rounds, no M&A activity, and no publicly listed leadership team in the input data.

Name

Masmi Research Group

Legal name

MASMI Research Group

Website

https://masmi.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

251–500 employees

Short description

MASMI Research Group is a London-headquartered full-service market research firm operating 10 wholly-owned offices across Central/Eastern Europe and the Middle East, serving governments, international institutions, and global brands with proprietary research solutions and online panels spanning 58 countries.

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)

SIC

Services-Advertising (7310)

akta.pro primary industry

Syndicated Market Research (Panels, Omnibus, Tracker Studies) (MPAAALAB)

akta.pro secondary industries

Product & Innovation Research (Concept, Pricing, Packaging, Conjoint) (MPAAALAI), Social & Digital Insights (Social Listening, Online Community Research) (MPAAALAK), Competitive & Market Intelligence (Competitive Tracking, TAM/SAM/SOM) (MPAAALAL)

Keywords

• Market research services
• Consumer panel research
• Brand equity measurement
• Online qualitative research
• Social media listening

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices11 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Services: Full-service market research company providing research solutions across Central/Eastern Europe and Middle East markets. Services include custom research design, data collection, analysis, and high-level reporting for blue chip clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

MASMI Research Group provides customized, full-service market research solutions to clients across Central/Eastern Europe and the Middle East. Its offerings comprise modular research solutions (brand equity, positioning, customer/employee engagement, reputation, retail, innovation, product, concept, pricing) and online research methodologies (global consumer panels in 58 countries, custom community panels, online qualitative research, and web listening). Services span research design, data collection, analysis and high-level reporting, delivered by senior research professionals in local offices.

Product overview

MASMI Research Group is a full-service market research company operating across Central/Eastern Europe and the Middle East with a head office in London. Their product portfolio consists of two main solution families: MASMI Solutions (BrandView, TargetView, CustomerView, EmployeeView, ReputationView, MshopperView, RetailView, IdeaView, ProductView, ConceptView, PriceView) providing modular research solutions for brand management, customer and employee engagement, corporate reputation, mystery shopping, retail insights, and product development; and MASMI Online (Online Panel Research, Custom Community Panels, Online Qualitative Research, Web Listening) delivering digital research methodologies through global online panels, custom community panels, qualitative research capabilities, and social media monitoring. The solutions are designed to be flexible rather than rigid, with best practice approaches based on real client needs.

Differentiator

Problem solved

Functional benefit

Brands

• BrandView: Brand equity and performance measurement solution providing 360-degree view based on behavioral and attitudinal information
• TargetView
• CustomerView
• EmployeeView
• ReputationView
• MshopperView
• RetailView
• IdeaView
• ProductView
• ConceptView
• PriceView
• MASMI Online

Products and services

• BrandView
• TargetView
• CustomerView
• EmployeeView
• ReputationView
• MshopperView
• RetailView
• IdeaView
• ProductView
• ConceptView
• PriceView
• Online Panel Research
• Custom Community Panels
• Online Qualitative Research
• Web Listening

Named customers9 records

Segments9 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Regional players

• Odem Group: Regional market research provider in Central and Eastern Europe. Closest geographic peer to MASMI given overlapping CEE footprint and similar scope of custom research services.
• Sigma Dos / IMOP: Iberian market research firm with adjacent Southern European focus. Comparable to MASMI as a regional full-service research player offering custom and syndicated studies in non-English-language markets.
• BVA Group: European market research and consulting firm with strong presence in France and adjacent markets. Comparable to MASMI as a regionally anchored, full-service market research provider with proprietary methodologies.

Direct peers

• Dynata: One of the world's largest first-party data and online panel operators. Comparable to MASMI's panel infrastructure across multiple countries and ability to deliver custom and syndicated research at scale.
• Toluna: Global online panel and survey technology provider. Directly comparable to MASMI's online panel research, custom community panels, and online qualitative research capabilities.
• YouGov: Digital-first online research and panel-based consumer insights provider. Comparable to MASMI Online in panel research, social listening, and syndicated tracker studies, with growing CEE/MEA coverage.

Broad incumbents

• Ipsos: Global market research leader with major presence in CEE and the Middle East. Directly comparable as a full-service research provider offering custom and syndicated studies across the same verticals as MASMI.
• GfK: Major consumer research and analytics firm with strong presence in CEE and the Middle East. Directly comparable offerings in consumer panels, brand tracking, and product/concept testing.
• NielsenIQ: Global consumer intelligence firm operating across emerging markets. Comparable to MASMI in retail measurement, FMCG research, and panel-based consumer insights in CEE and MEA.
• Kantar: Worldwide research, data, and insights firm with extensive CEE and MEA operations. Overlaps with MASMI across brand equity (BrandView equivalent), consumer panels, and shopper research.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/masmiresearch
• LinkedInlinkedin.com/company/masmi

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries9 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 Masmi Research Group