What MWM2 does

MWM2 is a privately held Dutch market research bureau headquartered in Amsterdam, founded in 2004 and operating with approximately 60 employees. The company positions itself as the market leader in customer panels and insight communities in the Netherlands, managing more than 130 active customer panels across verticals that include government, healthcare and nonprofit organizations, commercial brands, housing corporations, and educational institutions. Its service portfolio covers customer panel and community management, customer satisfaction research, communication research, youth panels, customer journey mapping, brand and image research, and product and concept testing. Two new products were added in 2024: Conversational Survey, a chat-form research method, and UX Pathfinder, a quantitative website user-experience research service.

The underlying technology stack centers on the MWM2 Insights platform (login.mwm2.nl), powered by Crowdtech, which provides the survey delivery and respondent portal infrastructure behind the panel ecosystem. The firm applies AI in two areas: NLP-driven conversational survey interfaces and process automation for survey quality control (duplicate-question prevention and response integrity). MWM2 maintains ISO 27001 (information security) and ISO 20252 (market, opinion and social research quality) certifications, and was nominated Marktonderzoeksbureau van het Jaar 2023 by the MOA, the Dutch market research industry association. The company also operates the MWM2 Academy for client education and event-driven thought leadership.

MWM2 operates a B2B, sales-led, professional services revenue model. Pricing is quote-based and not publicly disclosed. GTM is executed through direct enterprise sales, website lead capture, an MWM2 Insights self-serve portal for panel participants, and event-led demand generation including NIMA Marketing Day participation and LinkedIn/Instagram presence. The company is founder/owner-led (Hemmo Vriend), bootstrapped with no disclosed institutional investors, funding rounds, or M&A activity, and operates exclusively in the Netherlands.

Name

MWM2

Legal name

MWM2

Website

https://mwm2.nl

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

MWM2 is a privately held Dutch market research bureau that manages 130+ customer panels and insight communities for government, healthcare, housing, education, and commercial clients across the Netherlands, with ~60 employees and headquarters in Amsterdam.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910)

akta.pro primary industry

B2B / Industrial Market Research (MPAAALAA)

Keywords

• Market research services
• Customer panel management
• Insight community research
• Customer satisfaction research
• UX research solutions

Headquarters

HQ city

Almere

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Services: Provides custom market research services including customer panels, satisfaction surveys, communication research, customer journey mapping, brand research, product testing, and UX research to B2B clients across government, healthcare, commercial, and educational sectors

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

MWM2 is a Dutch market research bureau that designs, runs, and manages customer panels and insight communities for B2B clients, combining qualitative and quantitative methodologies. Its portfolio spans customer satisfaction research, communication research, youth panels, customer journey mapping, brand and image research, product and concept testing, conversational (chat-based) surveys, and quantitative UX research (UX Pathfinder). Services are delivered through the MWM2 Insights online platform and a team of researchers to government, healthcare, housing corporations, commercial brands, and educational organizations in the Netherlands.

Product overview

MWM2 is a Dutch market research bureau and leader in customer panels and insight communities in the Netherlands. The company offers a comprehensive portfolio of research solutions centered around customer panels and communities (Klantpanel & Community), customer satisfaction research, communication research, youth panels, customer journey mapping, brand and image research, and product/concept testing. The company combines speed, scalability, and human depth in qualitative and quantitative research. Recent additions to their portfolio include Conversational Survey (chat-based survey research) and UX Pathfinder (quantitative UX research services). The MWM2 Insights platform provides the technical infrastructure for panel member engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• Customer Panel & Community (Klantpanel & Community)

Named customers8 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

AI capability3 records

Feature5 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• GfK (NielsenIQ): Major market research provider with consumer panel operations across Europe; competes with MWM2 in Dutch consumer and customer panel work as part of a broader portfolio.
• Ipsos: Global market research leader with a significant Dutch practice; competes with MWM2 for Dutch enterprise, government, and healthcare research RFPs at the larger end of deal size.
• Kantar: Global research, insights, and consulting group with established Netherlands operations; overlap with MWM2 in panel research, brand tracking, and customer experience measurement.
• Nielsen: Global measurement and data analytics company with consumer panel expertise; competes for the same Dutch enterprise and consumer-insights budgets that MWM2 targets.

Direct peers

• MarketResponse: Dutch market research and consumer insight agency offering panel-based and brand research to Dutch enterprises — comparable offering, geography, and customer segments to MWM2.
• Qrius: Dutch marketing research and customer insights firm serving enterprise and public-sector clients in the Netherlands — directly comparable in positioning and service mix to MWM2.
• Ruigrok NetPanel: Amsterdam-based panel and market research specialist operating one of the largest Dutch consumer panels; competes head-to-head with MWM2 in the customer panel / insight community segment.
• Newcom Research: Dutch B2B market research firm of comparable scale, focused on the Netherlands across commercial, public, and healthcare sectors — directly overlapping with MWM2's customer panels and insight communities proposition.

Emerging players

• Panel Inzicht: Smaller Dutch panel and market research provider focused on the Netherlands; overlapping service offering but smaller scale — competes with MWM2 at the lower-mid end of the Dutch market.

Regional players

• InSites Consulting: Belgium-based customer insight and research firm with a strong community/panel methodology focus and presence in the Benelux market; comparable operating model though different home geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/mwm2
• Instagraminstagram.com/mwm2research
• Xx.com/mwm2research
• Facebookfacebook.com/MWM2onderzoek

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 MWM2