What Marktest does

Marktest (Grupo Marktest) is a Portuguese market research and media intelligence group headquartered in Lisbon, founded in 1982 and operating through two principal subsidiaries: MediaMonitor (audience measurement, advertising tracking, clipping, and social media monitoring) and Markdata (proprietary software development for media analysis). The company serves enterprise clients across multiple verticals, with media companies and advertising agencies as its primary customer segments, complemented by banking, insurance, healthcare, consumer goods, and corporate brand clients. Its product portfolio spans longitudinal continuous tracking studies (Basef Banca running 30 years, Basef Seguros, TGI Portugal), brand reputation measurement tools (MRM, MRI, Powerful Brand), customer satisfaction indices (CSI Marktest), custom ad hoc research (Netbus, healthcare and consumer studies), and a unified media intelligence platform (YUMIANALYTICS) that integrates audience, advertising investment, and clipping data across TV, radio, press, internet, outdoor, and cinema.

The underlying technology is built around the Markdata software stack, including YUMIANALYTICS (desktop and web editions), Markdata Media Workstation (MMW), Markdata Application Platform (MAP), Markdata Media Framework (MMF), and Markdata Production Tools (Telepanel, Telepoll, TeleEntry, TV Lab, Media Editor). This software is developed in-house, exported internationally, and deployed through a 1999 joint venture with IBOPE Media International across seven Latin American countries. TGI (Target Group Index) methodology enables comparable consumer research across 60+ countries, with 700,000 interviews annually worldwide characterizing approximately 1 billion consumers.

Marktest operates a sales-led go-to-market model with three primary revenue streams: subscription/recurring market research services accessed via registered web-platform accounts, software licensing of Markdata products to media measurement companies, and quote-based custom ad hoc studies. The company distributes directly to domestic enterprise clients and through international channel/reseller partnerships for software exports, and is part of the Minerva Insights Group. No public listing or external institutional investor participation is disclosed.

Name

Marktest

Legal name

Grupo Marktest

Website

https://marktest.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

101–250 employees

Short description

Marktest is a Lisbon-based Portuguese market research and media intelligence group serving enterprise clients with audience measurement, brand reputation tracking, consumer research, and proprietary media analysis software through its MediaMonitor and Markdata subsidiaries.

Ownership category

akta.pro rank

Product category

Market Research and Media Intelligence

NAICS

Marketing Research and Public Opinion Polling (54191), Media Buying Agencies (541830)

SIC

Services-Advertising (7310)

akta.pro primary industry

Media Auditing, Verification & Compliance (Billing, Makegoods, QA) (BPAFABAM)

akta.pro secondary industry

Content Identification & Matching (Fingerprinting, ID Resolution) (MPAHALAE)

Keywords

• Media audience measurement
• Market research services
• Media intelligence software
• Consumer behavior analysis
• Advertising investment tracking

Headquarters

HQ city

Lisbon

HQ country

Portugal

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Services: Subscription-based market research services providing ongoing studies and data access through web platforms. Clients pay for access to proprietary studies, sector reports, and analytical databases on a recurring basis.
2. Software Licensing: Licensing of proprietary media analysis software including YUMIANALYTICS Desktop, Markdata Media Workstation, and related analytical tools. Includes software maintenance and support services.
3. Custom Ad Hoc Studies: Custom market research studies tailored to specific client needs in healthcare, consumer goods, and other sectors. Studies are quoted and priced per project.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Marktest is a Portuguese market research and media intelligence group that conducts continuous consumer studies (TGI, Basef Banca, Basef Seguros, MRI), provides media audience measurement for television, radio, press, internet and outdoor, delivers media clipping and social media monitoring services, and develops proprietary media analysis software platforms (YUMIANALYTICS, Markdata Media Workstation) through its Markdata subsidiary for sale to enterprises and international partners.

Product overview

Marktest is a comprehensive market research and media intelligence group operating as a platform-plus-modules architecture across three divisions: Marktest provides core consumer research products including audience measurement (Basef Banca, Basef Seguros, Target Group Index), brand reputation tools (MRM, MRI, Powerful Brand), satisfaction measurement (CSI Marktest), and custom research (Netbus, Ad Hoc studies). MediaMonitor delivers specialized media analysis products spanning television (Telereport, Teleview), radio, press, outdoor, and cinema tracking, complemented by campaign planning tools (PlanView, Advisor), clipping services, and social media monitoring (Social Media Explorer). The YUMIANALYTICS platform provides unified analytics combining data from multiple sources. Markdata serves as the group's proprietary software division, developing core technology platforms including Markdata Media Workstation (MMW), Markdata Application Platform (MAP), Markdata Media Framework (MMF), and Markdata Production Tools for audience measurement processing. The integrated ecosystem connects these products through shared databases, the iReports platform, and cross-product analysis capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Social Media Explorer: Social media monitoring and analysis tool that tracks brand mentions on Facebook, Twitter, forums, blogs, and other internet sources
• CSI Marktest
• MRI - Marktest Reputation Index
• MRM - Marktest Reputation Model
• Target Group Index (TGI)
• Powerful Brand - Marcas com Valor
• Netbus
• Basef Banca
• Basef Seguros
• Videotrack
• Telereport
• ScanPress
• Radiotrack
• iReports
• YUMIANALYTICS
• e-Telenews
• Brand Monitoring
• Clipping
• Soft Sponsoring Report
• Markdata Media Workstation
• Markdata Media Framework
• Markdata Application Platform
• PlanView

Products and services

• Basef Banca Reference study for the banking sector measuring financial behaviors of the Portuguese population through 14,400 interviews per year, covering banking channel usage, customer satisfaction indices (CSI-Banca), and product penetration. Targets banking and financial institutions.
• Basef Seguros Reference study for the insurance sector tracking Portuguese consumer behavior toward insurance products, conducting 14,400 annual interviews. Targets insurance companies seeking sector benchmarking.
• Target Group Index (TGI) Comprehensive consumer identification, profiling, and segmentation study covering 17 market sectors, 240 product/service categories, and 3000+ brands with over 300 attitudinal statements. Conducts 5,000 annual interviews in Portugal and 700,000 globally, characterizing approximately 1 billion consumers worldwide.
• Powerful Brand - Marcas com Valor Annual brand value measurement tool evaluating brands across Innovation, Sustainability, and Purpose dimensions, with KPI analysis covering approximately 300 brands per edition. Targets brands and corporate entities needing brand equity benchmarking.
• CSI Marktest Consumer Satisfaction Index measuring customer satisfaction and loyalty across sectors with benchmark comparisons against competitors, originally developed for the banking sector. Targets enterprises needing customer satisfaction measurement.
• MRM - Marktest Reputation Model Reputation estimation model quantifying brand reputation dimensions including advertising, communication, vision, leadership, sustainability, products, emotional factors, and performance. Targets brands and corporate entities managing brand reputation.
• MRI - Marktest Reputation Index Annual brand reputation measurement study evaluating image, credibility, familiarity, and buzz across 2,000 Portuguese respondents aged 15+. Targets brands and corporate entities monitoring brand reputation evolution.
• Netbus Online data collection service for quick consumer attitudes, habits, opinions, and market research with flexible targeting and quick turnaround via CAWI (Computer Assisted Web Interview) methodology. Targets enterprises needing rapid-turnaround consumer research.
• YUMIANALYTICS Desktop Desktop media intelligence platform with advanced modules for audience and advertising investment analysis across multiple media and databases in a single platform. Features multi-database reporting sessions, macro reports with graphics, video/streaming access, and automated report generation. Targets media companies and advertising agencies.
• YUMIANALYTICS Web Cloud-based online media intelligence system with dynamic dashboard creation, drag-and-drop widgets, multi-source data analysis, and cross-device compatibility (PC, tablet, smartphone). Targets media companies and advertising agencies needing web-based analytics.
• iReports Web-based daily television audience tracking tool providing quick access to program ratings, schedules, and minute-by-minute analysis with graphical visualizations. Targets media companies and advertising agencies needing daily TV audience insights.
• Social Media Explorer Social media monitoring and analysis service tracking brand mentions on Facebook, Twitter, blogs, forums, and websites, with favorability analysis, performance metrics, opinion leader identification, and ranking capabilities. Targets brands and corporate entities managing social media presence.
• Telereport Television audience measurement reporting tool providing comprehensive data on TV viewership patterns, ratings, and audience behavior by targets, programs, and time slots. Targets media companies, broadcasters, and advertising agencies.
• Teleview Integrated television audience analysis module combining video playback, audio, graphics, and audience metrics for comprehensive TV performance analysis. Targets media companies and advertising agencies.
• PlanView Multi-media advertising campaign planning software for Television, Radio, Press, Outdoor, Cinema, and Internet enabling target-based optimization and scheduling. Targets advertising agencies and media buyers.
• Clipping Selective news collection service monitoring daily information from hundreds of publications across TV, Radio, Press, and Internet, providing coded and indexed content based on client-defined themes and profiles. Targets corporate communications departments and brands needing media exposure monitoring.
• Markdata Media Workstation (MMW) Comprehensive media analysis workstation integrating television, radio, press, and outdoor audience data with Visual C++ technology for ad-hoc analysis, including audience switching curves, rating analysis, and content analysis. Targets media companies and international media measurement firms.
• Estudos Ad Hoc Health Care Custom healthcare market research services covering consumer and healthcare professional studies including image, positioning, product testing, market characterization, physician studies, pharmacist surveys, and OTC product research. Targets pharmaceutical companies and healthcare organizations.
• Estudos Ad Hoc Consumer & Service Custom consumer and service market research including product tests, diagnostic studies, exploratory research, brand image, satisfaction, and segmentation studies. Targets consumer goods companies and service providers.

Quantifiable outcome

• TGI enables comparison across 60+ countries with standardized methodology
• +2 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

Two partnerships are on record, tiered core.

• IBOPE Media InternationalcoreStrategic or Co-development Partner · 1 January 1999Joint Venture between IBOPE Media International and Grupo Marktest established in 1999. The partnership implemented audience measurement systems across seven Latin American countries including Brazil, Chile, and Argentina, combining Markdata technology with IBOPE's market presence.
• Grupo Cofina MediacoreStrategic or Co-development PartnerPartnership with Grupo Cofina Media (SÁBADO magazine and Jornal de Negócios) for the POWERFUL BRAND | Marcas com Valor initiative. Marktest provides methodology and benchmark analysis tools while Grupo Cofina Media handles communication and event organization.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Ipsos: Global market research and public opinion polling firm. Direct competitor to Marktest's sector studies (Basef Banca, Basef Seguros, TGI) and custom ad hoc research practice across multiple verticals and geographies.
• GfK: Global market research company specializing in consumer goods, retail, and media analytics. Comparable to Marktest's consumer goods research, brand tracking, and TGI-style consumer profiling products across multiple international markets.
• Kantar: Worldwide market research and consumer insights firm offering media measurement, brand tracking, and consumer behavior studies. Comparable to Marktest's full-stack market research and brand reputation offerings, but at much larger global scale.
• Nielsen: Global leader in audience measurement, media analytics, and consumer research. Direct overlap with Marktest's MediaMonitor division in TV/radio audience ratings and advertising investment tracking; broader portfolio spanning multiple geographies and verticals.

Emerging players

• YouGov: Global online market research and analytics company using panel-based methodology for brand tracking, audience profiling, and custom research. Direct methodological overlap with Marktest's survey-based TGI and CSI products, with stronger digital panel scale.
• GWI (Global Web Index): Digital consumer research platform providing audience profiling and media planning insights across 50+ markets. Overlaps with Marktest's TGI and Social Media Explorer products in digital audience segmentation and cross-market consumer understanding.

Direct peers

• Cision: Global media intelligence and communications software company offering press monitoring, clipping, and PR analytics. Directly comparable to Marktest's Clipping service and Social Media Explorer products for media monitoring and publicity measurement.
• Comscore: Digital media measurement and audience analytics company offering cross-platform audience measurement, advertising tracking, and planning tools. Closely comparable to Marktest's netAudience, PlanView, and advertising investment monitoring products in digital channels.
• IBOPE: Latin American media and audience measurement leader and Marktest's former JV partner since 1999. Operates the same audience production methodology that Marktest/Markdata co-implemented across seven Latin American countries, making it a direct comparable in audience measurement practice.

Others

• Statista: Subscription-based market and consumer data platform offering syndicated research, statistics, and forecasts. Comparable to Marktest's subscription research services and TGI consumer data products in how clients consume secondary research.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/GrupoMarktest
• Facebookfacebook.com/Marktest
• LinkedInlinkedin.com/company/grupo-marktest
• Instagraminstagram.com/grupomarktest

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries2 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 Marktest