What Analysis & Figures does

Analyse & Tal (legal name Analyse & Tal F.M.B.A. in Denmark, Analyse & Tall SA in Norway) is a worker-owned cooperative analysis bureau founded in 2012 and headquartered in Copenhagen, with additional offices in Oslo and Harstad and approximately 30 employees. The firm specializes in quantitative analysis of difficult-to-measure social and digital phenomena, including online hate speech and harassment, digital volunteering communities, disinformation, democratic participation, climate misinformation, and workplace conditions such as gender inequality. Its core technology stack combines proprietary Danish-language NLP and AI (most notably the A&ttack algorithm for linguistic-attack detection, plus two additional language algorithms for topic and tone), custom-built web-scraping infrastructure for Facebook groups, and traditional survey and register-data methodologies, enabling it to process very large social-media corpora (73 million comments analyzed between 2021 and 2024; 9,000 Facebook groups mapped) alongside conventional polling and evaluation work. The firm monetizes these capabilities through project-based professional services commissioned by government ministries, public foundations, NGOs, and industry associations in Denmark and Norway (TrygFonden, Udenrigsministeriet, Altinget, FFI, Mozilla, Nordic Safe Cities, Børns Vilkår, Bellona, FRISKOLERNE, the Danish music industry consortium), with complementary go-to-market via published reports, media coverage, and parliamentary testimony. Productized outputs — the Angrebsbarometeret monitoring tool, the Edda moderation app (launched October 2025), and the Kend Dit Folketing parliamentary transparency platform (with Altinget and Google Digital News Innovation Fund) — extend the consulting practice into deployable software and public-facing data platforms. The cooperative governance model (one member, one vote; equal pay; all permanent employees are partners) is a defining structural feature and aligns the firm with societal-impact commissioning rather than venture-style growth.

Name

Analysis & Figures

Legal name

Analyse & Tal F.M.B.A.

Website

https://ogtal.dk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Analyse & Tal is a Danish worker-owned cooperative analysis bureau that applies proprietary NLP and machine-learning tools (including the A&ttack hate-speech algorithm) to social-media, survey, and register data for governments, foundations, NGOs, and industry associations across the Nordics.

Ownership category

akta.pro rank

Product category

Social Research and Analytics

NAICS

Marketing Research and Public Opinion Polling (54191), Marketing Research and Public Opinion Polling (541910)

akta.pro primary industry

Due Diligence & Investigative Research (BPAHALAI)

akta.pro secondary industries

Public Relations Measurement, Analytics & Monitoring (BPAFADAL), Digital/Online Investigations & OSINT (Non-cyber) (BPAKAEAF)

Keywords

• Social media analytics
• Hate speech detection
• Policy research
• Survey consulting
• AI text analysis

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Analysis and research projects: Project-based consulting work for government agencies, foundations, NGOs, and research organizations. Projects include social media analysis, surveys, evaluations, and policy research commissioned by institutional clients.
2. Reports and publications: The company produces detailed analyses and reports that are published and likely sold or used to demonstrate expertise to potential clients. Publications span topics like hate speech, digital volunteering, gender equality in music industry, and democracy.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Analyse & Tal is a cooperative analysis bureau that quantifies difficult-to-measure social phenomena such as online hate speech, digital communities, disinformation, climate myths, gender inequality and democratic participation. It combines proprietary AI/NLP tools (including the A&ttack algorithm and custom web-scrapers) with traditional survey and qualitative research methods to deliver commissioned analyses, recurring monitoring dashboards, and tailored reports to government agencies, foundations, NGOs, and industry organisations.

Product overview

Analyse & Tal is a cooperative analysis bureau specializing in counting difficult-to-measure phenomena, particularly in digital and social domains. Their core offerings include proprietary AI tools for analyzing social media discourse (A&ttack algorithm for hate speech detection), monitoring platforms (Angrebsbarometeret), and transparency tools (Kend Dit Folketing). They conduct research on digital communities, democracy, misinformation, and social issues, with a portfolio of over 100 publications across topics including digital analysis, democracy, labor market, sustainability, and gender equality.

Differentiator

Problem solved

Functional benefit

Products and services

• Angrebsbarometeret (Attack Barometer) A recurring AI-powered monitoring dashboard that analyses comments on Danish politicians' Facebook pages using the proprietary A&ttack algorithm to identify and quantify linguistic attacks and hostile language over time. Built for public-interest clients such as TrygFonden and Os & Data.
• Edda App A Danish mobile application launched in October 2025 that helps candidates in the kommunalvalg (municipal elections) protect themselves and fellow debaters from hate and threats in their own Facebook comment fields, providing moderation and protective tooling for political candidates.
• Kend Dit Folketing An online transparency platform providing public insight into what happens in the Danish Parliament (Folketinget) from 2011-2019, analysing how parties vote and speak, identifying controversial proposals, and tracking which topics parties spend the most time discussing. Co-developed with Altinget and funded by the Google Digital News Innovation Fund.
• Danmarks Digitale Medborgerhuse (Digital Civic Houses) A research product providing a comprehensive mapping of Danish Facebook groups as digital civic community centres, covering over 5,000 groups with more than 20 million memberships, examining the structure and function of these digital public spaces using proprietary language algorithms for topic and tone analysis.
• Commissioned Research and Analysis Projects Bespoke project-based consulting engagements combining surveys, register data analysis, qualitative interviews, NLP of social media, and AI-based classification to address questions on policy, social programmes, online discourse, inequality and sustainability. Sold to government ministries, foundations, NGOs, industry associations and research organisations.

Quantifiable outcome

• Analyzed 73 million posts and comments to quantify hate speech levels across Danish Facebook
• +3 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Dansk Live, JazzDanmark, Koda, ROSA, Snyk og TempicoreStrategic or Co-development Partner · 1 January 2022Six Danish music industry organizations jointly commissioned the study 'Hvorfor er der så få kvinder i musikken?' to document gender inequality in the music sector. Partners represent live music venues, composers, music producers, and musicians' interests.
• AltingetcoreStrategic or Co-development Partner · 7 October 2018Co-created 'Kend Dit Folketing' platform providing public insight into Danish Parliament activities. Altinget (Nordic parliament and politics media) partnered with Analyse & Tal to build an online tool tracking how parties vote and speak in Folketinget.
• TrygFondencoreStrategic or Co-development PartnerMajor strategic partner and research funder. TrygFonden has commissioned multiple major studies from Analyse & Tal including the 'Danmarks Digitale Frivillige' study and 'Angrebsbarometeret'. The foundation provides funding and research direction for studies on public safety, digital communities, and online discourse.
• Os & DatacoreStrategic or Co-development PartnerCo-commissioned the 'Angreb og had i den offentlige debat på Facebook 2021-2024' study along with TrygFonden. Os & Data represents Danish public service media users and focuses on digital public discourse.
• MozillaminorStrategic or Co-development PartnerListed as a client/partner on the website. Collaboration on research related to internet health, open source, and digital rights issues.
• Nordic Safe CitiesminorStrategic or Co-development PartnerCollaboration on the Edda app initiative to help political candidates protect themselves from hate and threats in Facebook comment sections during local elections.
• BellonaminorStrategic or Co-development PartnerEnvironmental organization Bellona collaborated with Analyse & Tal on a project using AI to map how climate myths spread on social media as part of educational programs for high school students.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sprinklr: Enterprise social media management, listening, and customer experience platform. Comparable in social listening and AI-based content classification, but serving large enterprise marketing/communications use cases rather than public-interest research.
• Reuters Institute for the Study of Journalism: Oxford-based research center studying news media, digital platforms, and journalism. Comparable in producing trusted research on platform power, misinformation, and democratic discourse that informs policy.
• Pew Research Center: Major US-based nonpartisan research institute publishing authoritative studies on internet, social media, and public opinion. Comparable in producing high-impact, citation-grade reports on digital discourse, hate speech, and civic engagement.
• Ipsos: Global market research and public opinion firm with strong public-sector practice. Comparable in survey-based public opinion research and policy evaluation work commissioned by governments and large institutions.

Regional players

• SINTEF: Norway's largest applied research organization with broad social-science and digital research capabilities. Comparable as a Nordic public-interest research supplier to governments and foundations, including work on digital society.

Emerging players

• Newsmeter: Swedish fact-checking and media analysis organization working on disinformation and online discourse. Comparable thematic overlap in monitoring misinformation and harmful online content in a Nordic context.

Direct peers

• Meltwater: Global SaaS leader in social media listening, media intelligence, and consumer/audience analytics. Overlaps directly with Analyse & Tal's social listening and discourse-monitoring work, but operates at vastly larger scale and across many languages and markets.
• Talkwalker: AI-powered social listening and analytics platform covering brand health, consumer insights, and trend detection across social and news — competes in the same social media analytics category with comparable NLP-based classification features.
• YouGov: International research and public opinion data company running large-scale surveys and digital audience research. Comparable to Analyse & Tal's survey, opinion, and digital behavior research for governments and institutions.
• Brandwatch (Cision): Enterprise social media analytics and consumer intelligence platform used by brands and agencies for audience research, sentiment, and trend monitoring — comparable function to Angrebsbarometeret and A&ttack, but generalized rather than Danish-specialized.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/og_tal
• Facebookfacebook.com/ogtal
• LinkedInlinkedin.com/company/ogtal-i-s

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

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Frequently asked questions about Analysis & Figures