QSP – Marketing Management & Research

What QSP – Marketing Management & Research does

QSP – Marketing Management & Research is a privately held Portuguese strategic marketing consultancy and market research firm founded in 2004 and headquartered in Porto. The company operates two integrated service lines: Marketing Management, comprising 13 strategic consulting services (Marketing Audit, Strategic Marketing Plans, Brand Strategy, City and Tourism Marketing Plans, Integrated Communication Plans, Benchmarking, Business Plans, Sustainable Mobility, and Internationalization), and Market Research, comprising 9 branded studies (TAC Brand, Check-Up Brand, Event Evaluation, Impact Studies, Customer Satisfaction, Social Climate, Segmentation, Brand Awareness, and Ethnographic) supported by 11 data-collection methodologies spanning CAWI, CATI, CAPI, Hall Test, Focus Group / Discussion Lab, In-Depth Interview, Mystery Shopper, Direct Observation, Desk Research, QualiQuanti, and Mixed-Mode. Its underlying technology stack is methodologically rather than software-led, relying on script-managed survey systems, statistical techniques (factor, principal component, discriminant, cluster analysis), and a multidisciplinary in-house team that includes neuromarketing-trained researchers.

QSP serves a broad base of mid-market and enterprise clients across Portugal in at least eight verticals — banking (Santander, BPI, Mastercard, Activo Bank), retail (IKEA, Continente, Parfois, Zippy, Worten), telecommunications (Vodafone, NOS, MEO), insurance, public administration (Porto Câmara, STCP, Lipor, Porto Ambiente), tourism (Turismo do Porto e Norte, ANA Aeroportos), healthcare (Trofa Saúde), media (RTP), and consumer goods (Cerealis, Vinho Verde). Revenue is generated exclusively through project-based professional-services engagements (strategic consulting, custom research studies) plus event-related revenue from the annual QSP SUMMIT, one of Europe's largest management and marketing conferences, in its 19th edition in 2026. Pricing is quote-based with no published rate card; client relationships are described as long-duration, supported by an NPS of 83.3 and customer satisfaction of 8.92/10. The company is founder-led by Rui Ribeiro, holds GDPR compliance certification, and operates from a single headquarters in Porto with no disclosed international offices, parent company, or institutional investors.

Name

QSP – Marketing Management & Research

Legal name

QSP – Marketing Management & Research, Lda

Website

https://qspmarketing.pt

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

QSP – Marketing Management & Research is a Porto-based, founder-led consultancy founded in 2004 that delivers integrated strategic marketing consulting and custom market research to enterprise and public-sector clients across Portugal, with named customers in banking, retail, telecom, tourism, and healthcare.

Ownership category

akta.pro rank

Headquarters

HQ city

Porto

HQ country

Portugal

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Marketing Management Consulting: Project-based strategic consulting engagements delivering marketing audits, strategic marketing plans, brand strategies, business plans, benchmarking analysis, and integrated communication plans. Services are customized to client needs and delivered through collaborative consulting engagements.
2. Market Research Studies: Custom market research projects including brand studies, satisfaction studies, segmentation studies, impact studies, and social climate studies. Projects vary in scope and methodology based on client requirements.
3. QSP SUMMIT: Annual conference organization and management. QSP SUMMIT is one of Europe's largest management and marketing events, featuring international speakers and serving as a knowledge platform for clients.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

QSP is a strategic marketing consulting and market research firm that delivers two interconnected service lines: Marketing Management (strategic marketing plans, brand strategy, marketing audits, benchmarking, communication plans, business plans, internationalization, and city/tourism marketing) and Market Research (brand equity studies, customer satisfaction studies, segmentation, awareness, ethnographic, impact, and social climate studies). Services are supported by 11 proprietary data collection methodologies including CATI, CAWI, CAPI, Hall Test, Focus Group, and the QualiQuanti mixed-method approach. The firm also organizes the QSP SUMMIT, one of Europe's largest management and marketing events.

Product overview

QSP – Marketing Management & Research is a strategic marketing consultancy founded in 2004, operating as a unified service offering rather than a software platform. The company provides two interconnected service lines: Marketing Management and Market Research. Marketing Management encompasses 13 strategic services including Marketing Audit, Strategic Marketing Plan, Benchmarking Analysis, Brand Strategy, City/Tourism Marketing Plans, Integrated Communication Plan, Annual Marketing Plan, Startup Corner, Business Plan, Sustainable Mobility Strategy, and Strategic Internationalization Plan. Market Research offers 9 specialized studies including TAC Brand (brand equity tracking), Check-Up Brand (positioning analysis), Event Evaluation, Impact Study, Customer Satisfaction Study, Social Climate Study, Segmentation Study, Brand Awareness Study, and Ethnographic Study, supported by 11 data collection methodologies (CAWI, CATI, CAPI, Focus Group, Hall Test, In-Depth Interview, Mystery Shopper, Direct Observation, Desk Research, QualiQuanti, Mixed-Mode). The company also organizes the annual QSP SUMMIT, one of Europe's largest management and marketing events, and holds multiple registered trademarks including QSP SUMMIT, TAC Brand, Check-Up Brand, Digitrends, Trends On, and Neuro Omnibus.

Differentiator

Problem solved

Functional benefit

Brands

• QSP SUMMIT: One of Europe's largest management and marketing events, organized annually by QSP.
• QSP TAC Brand
• Check-Up Brand
• QualiQuanti
• Discussion Lab

Products and services

• Marketing Audit Comprehensive, systematic and independent assessment of marketing function designed to identify deviations, gaps and growth opportunities for client organizations.
• Strategic Marketing Plan Medium to long-term marketing roadmap supporting management in setting priorities, allocating resources efficiently and building competitive advantage.
• Benchmarking Analysis & Best Practices Identification of market references and leading practices to position organizations ahead of competition through assessment of performance, strategies and processes of industry leaders.
• Strategic Brand Plan Structured approach to building and consolidating a strong, coherent and relevant brand, ensuring alignment between strategic vision, organizational culture and market positioning.
• City Marketing Plan Strategic plan for city differentiation through detailed analysis of city and competitive environment, supporting attraction of events, investment and businesses.
• Strategic Tourism Marketing Plan Tailored tourism development solutions integrating all stakeholders, including in-depth diagnosis and strategic action plan for sustainable, responsible and economically viable tourism.
• Integrated Communication Plan Strategic communication planning across internal and external dimensions, fostering engagement and strengthening brand awareness and credibility.
• Annual Marketing Plan Structured annual marketing action agenda building a balanced marketing mix, translating strategy into concrete, measurable actions aligned with organizational objectives.
• Startup Corner Business plan specifically designed for startups delivered in simplified format and continuously refined based on market feedback, built around Lean Startup process.
• Business Plan Strategic foundation for validating opportunities, mitigating risks and structuring growth, serving as a management and competitive positioning tool defining key financial indicators.
• Sustainable Mobility Strategy Strategic solution developed in partnership with ALLENPMC supporting municipalities and regions in defining and implementing sustainable mobility policies aligned with European SUMP guidelines.
• Strategic Internationalization Plan Design and implementation of robust, customized internationalization strategies with network of international partners, identifying opportunities and structuring market entry models.
• Destination's Quick Scan Concise overview of a destination's tourism landscape developed in partnership with city marketing strategist Nico Mulder, serving as a first step toward a full tourism strategic plan.
• TAC Brand Results-driven brand study combining robust quantitative approach with in-depth analytical and qualitative analysis, measuring brand equity indicators including awareness, trial rate, repeat purchase rate, purchase frequency, and brand engagement.
• Check-Up Brand Brand positioning study to understand how a brand is perceived by the market in relation to critical attributes within its category, available in single-brand and multi-brand formats.
• Event Evaluation Assessment of participant and sponsor satisfaction as well as overall event experience, combining quantitative and qualitative data collection to measure impact and effectiveness.
• Impact Study Rigorous assessment of economic, social, territorial and reputational impact of events, supporting promoters, public authorities and sponsors in demonstrating value generated.
• Customer Satisfaction Study Measurement of customer satisfaction with products, services and experiences, identifying strengths, areas for improvement and growth opportunities through structured market research and strategic analysis.
• Social Climate Study Internal barometer measuring employees' perceptions, needs and motivations, providing insights for human resources management, strategic planning and employer branding strategies.
• Segmentation Study Identification of consumer segments based on behavioral, psychographic and demographic data using statistical techniques including factor analysis, principal component analysis, discriminant analysis and cluster analysis.
• Brand Awareness Study Objective measurement of brand, product or initiative awareness and visibility among target audiences, assessing impact of campaigns, events or launches.
• Ethnographic Study Qualitative research approach focused on direct observation and in-depth understanding of real behaviors in natural contexts of product and service use through observation, diaries, interviews, and video recording.
• QualiQuanti Combined qualitative and quantitative methodologies within the same project, bringing together depth (exploring motivations) and validation (measuring and projecting results to broader population).
• Online Surveys (CAWI) Computer-Assisted Web Interviewing data collection through online questionnaires with automated logic, filters and randomization, efficient for measuring awareness, satisfaction, behaviour, attitudes and segmentation.
• Hall Test In-person test in controlled environment for evaluating products, prototypes, packaging, scents, flavors or communication materials under standardized conditions.
• Focus Group / Discussion Lab Group discussion format for exploring perceptions, needs and reactions to brands, experiences, categories and communication, with a more intimate mini-group Discussion Lab format.
• Face to Face (CAPI) Computer-Assisted Personal Interviewing conducted in-person with tablet or computer support, with a nationwide team of interviewers ensuring consistent coverage and fieldwork quality.
• In-Depth Interview One-to-one, semi-structured conversations allowing detailed exploration of motivations, beliefs, decision-making processes and experiences, particularly effective with consumers and B2B decision-makers.
• Desk Research Collection and analysis of existing information from industry reports, statistics, trends, legislation, publications, public sources and databases, often the first step in framing research problems.
• Mystery Shopper Evaluation of real customer experience in natural contexts through trained evaluators with structured guidelines and objective assessment criteria, measuring service quality, compliance and sales arguments.
• Direct Observation Capture of real behaviors in context including movement patterns, waiting times, interaction with spaces, and decision-making at touchpoints, structured with observation grids or exploratory.
• Telephone Interviews (CATI) Computer-Assisted Telephone Interviewing with dedicated system for scripts, filters and validations, effective for B2B audiences, profiles difficult to reach online, or when speed and control are required.
• Mixed-Mode Data Collection Combination of two or more data collection methods (e.g. CAWI + CATI, CAWI + CAPI) within same study to increase coverage, reduce bias and improve representativeness.
• QSP SUMMIT One of Europe's largest management and marketing events organized by QSP, providing best knowledge and content for practical application in businesses and featuring renowned international speakers.

Quantifiable outcome

• NPS of 83.3 with zero detractors, indicating exceptional client loyalty and recommendation rates
• +3 more outcomes

Named customers32 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

One partnership is on record.

• ALLENPMCcoreStrategic or Co-development PartnerALLENPMC is a co-development partner for the Sustainable Mobility Strategy service offering. The partnership combines QSP's strategic consulting capabilities with ALLENPMC's expertise to deliver comprehensive sustainable mobility planning solutions for municipalities, intermunicipal communities, and regions. This collaboration enables delivery of strategic solutions aligned with European guidelines and decarbonization objectives.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ipsos: Global market research and consulting firm with a local Portuguese presence. Comparable to QSP's market research services (brand tracking, segmentation, customer satisfaction, public opinion) but at vastly greater scale and geographic breadth.
• Nielsen (NielsenIQ): Global consumer data and research firm with significant presence in retail and FMCG measurement. Comparable to QSP's brand equity and consumer research work for retail clients like Continente, Worten, and other CPG/FMCG accounts in the Portuguese market.
• Harris Interactive (Europe): International market and public opinion research firm with European operations. Comparable to QSP's customer satisfaction, brand awareness, and social climate studies across multiple industry verticals.

Emerging players

• Hall & Partners: Global brand and communications research consultancy with strong qualitative and strategic research practices. Comparable to QSP's brand positioning, integrated communication, and strategic brand plan work for enterprise clients.
• System1 (formerly BrainJuicer): UK-based brand and advertising research firm pioneering evidence-based creative effectiveness measurement. Comparable to QSP's brand health and communication-effectiveness studies, with a similarly differentiated methodology-led positioning.
• Human8 (formerly InSites Consulting): European consumer insights and marketing research consultancy with strong qualitative and community-based research capabilities. Comparable to QSP's QualiQuanti and ethnographic offerings and similar-sized mid-market consultancy positioning.
• MetrixLab: European digital market research and brand analytics firm offering brand tracking, ad effectiveness, and consumer insights. Comparable to QSP's brand research (TAC Brand, Check-Up Brand) and digital research (Digitrends) offerings at similar mid-market scale.

Direct peers

• Multidados: Portuguese market research and data analytics firm offering CATI, CAWI, and field research services. Directly comparable to QSP's research arm in methodology, target market (Portuguese enterprises and public sector), and headcount scale.
• Marktest: Portugal-based market research, media, and audience measurement firm serving advertisers, agencies, and broadcasters. Comparable to QSP in serving the Portuguese market with a mix of syndicated research, custom studies, and consulting for media and consumer clients.

Others

• Kantar:

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/in/ruiribeiroportugal
• Xx.com/qspmarketing

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 QSP – Marketing Management & Research