Kuulas Helsinki

What Kuulas Helsinki does

Kuulas Helsinki is a Helsinki-based business-to-business market research and customer understanding agency operating as the customer insight arm of IPG Mediabrands Finland Oy, which sits within the global Omnicom Group. Founded in 2005, the firm serves Finnish and Nordic enterprises with custom research combining quantitative consumer panel surveys, qualitative methods (focus groups, in-depth interviews, online communities), and specialized analytics including MaxDiff, TURF, and Conjoint analyses. Its service portfolio spans marketing effectiveness measurement, customer experience development, brand management, product and service development, segmentation, pricing optimization, and digital advertising attention measurement.

The firm differentiates through multi-disciplinary teams of researchers, statisticians, and consultants who translate data into actionable business recommendations rather than standalone data reporting. Named clients include Nordqvist, Arla, Metsä Tissue, Kauppakeskus AINOA, Kansallisgalleria, Lumo-kodit, Sanoma Pro, Sanoma Media Finland, Hätälä, Classic Pizza (Restel), and Viestimedia — spanning FMCG, retail, media, real estate, education, and cultural-institution verticals. Geographic execution has extended beyond Finland into multi-country Nordic projects.

Revenue is generated through project-based, quote-based engagements with pricing tied to research scope, methodology complexity, sample size, and geographic coverage. Go-to-market is consultative direct sales supported by LinkedIn presence, content marketing via the corporate blog, and client referrals. The firm does not disclose revenue, has no standalone software product, and operates with 11–50 employees from its Helsinki headquarters.

Name

Kuulas Helsinki

Legal name

IPG Mediabrands Finland Oy

Website

https://kuulas.fi

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Kuulas Helsinki is a Helsinki-based B2B market research and customer understanding agency, serving Finnish and Nordic enterprises with quantitative, qualitative, and statistical analysis across marketing effectiveness, customer experience, brand, and product development. It operates as the insight arm of IPG Mediabrands Finland within the Omnicom Group.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191), Marketing Consulting Services (541613), Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Management Consulting Services (8742), Services-Advertising (7310)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

akta.pro secondary industries

Market Research, Analytics & Consumer Insights (BPAFAAAM), Product & Innovation Research (Concept, Pricing, Packaging, Conjoint) (MPAAALAI), Customer, Marketing & Sales Consulting (BPAHACAG), Qualitative Research (Focus Groups, IDIs, Ethnography) (MPAAALAE)

Keywords

• Market research services
• Customer insights consulting
• Consumer research
• Brand research
• Marketing effectiveness measurement

Headquarters

HQ city

Helsinki

HQ country

Finland

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. Market Research and Consulting Services: Kuulas Helsinki generates revenue through custom market research projects, consumer insights consulting, brand research, customer experience development, and strategic advisory services. Projects range from ad hoc studies to comprehensive research programs combining quantitative and qualitative methodologies.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Kuulas Helsinki delivers custom market research and customer understanding services for business clients, combining quantitative and qualitative methodologies with data analytics and strategic consulting. The portfolio spans marketing effectiveness measurement, customer experience development, brand management, product and service development, consumer segmentation, pricing optimization, and digital advertising attention measurement. Projects range from ad hoc studies to comprehensive multi-market research programs.

Product overview

Kuulas Helsinki offers a unified portfolio of market research and customer understanding services rather than a software product. The portfolio centers on business-driven research combining quantitative and qualitative methods, customer experience development, and marketing effectiveness measurement. Core service modules include marketing effectiveness (pre/post campaign research), customer experience development, brand management, product/service development, segmentation, pricing optimization, and attention measurement. Research is delivered through methodological services including qualitative research (focus groups, interviews, online communities), quantitative research (panel surveys with statistical analysis), MaxDiff methodology, TURF analysis, and Conjoint research. The company operates as part of Omnicom/Media brands, integrating global tools and data sources with local market expertise.

Differentiator

Problem solved

Functional benefit

Products and services

• Marketing Effectiveness (Markkinoinnin vaikuttavuus) Custom research services validating advertising effectiveness before launch and measuring campaign impact afterward, including media optimization through sales modeling. For enterprise marketing teams needing evidence-based campaign decisions.
• Customer Experience Development (Asiakaskokemuksen kehittäminen) Services that develop customer-centric operations by clarifying customer expectations and creating value across customer journey stages. For organizations seeking to improve loyalty, retention, and satisfaction.
• Brand Management and Building (Brändinhallinta ja -rakentaminen) Qualitative and quantitative methods for brand image assessment, strategy development, and visual identity testing. For brand and marketing leaders managing or repositioning brands.
• Product and Service Development (Tuote- ja palvelukehitys) Market research services spanning concept development through sales forecasting to ensure commercial success of new products and services. For product, innovation, and R&D teams launching or refining offerings.
• Segmentation and Competitive Advantage (Segmentointi ja kilpailuetu) Consumer segmentation research to identify market opportunities and strategies for winning specific target groups. For marketing and strategy leaders seeking actionable targeting grounded in motivations.
• Pricing Optimization (Hinnoittelun optimointi) Research to determine optimal price points and understand the revenue impact of pricing changes. For pricing, revenue management, and product teams.
• Campaign Measurement (Kampanjamittaus) Consumer panel-based campaign effectiveness measurement evaluating advertising recall, message penetration, brand imagery, and campaign-driven activation across media channels. For advertisers and agencies measuring campaign ROI.
• Attention Measurement (Attention-mittaus) Digital advertising attention measurement evaluating whether advertising genuinely captured consumer attention, including viewability, dwell time, creative effectiveness, and cost-per-attention metrics. For digital marketers and media buyers.
• Qualitative Research (Kvalitatiivinen tutkimus) Focus group discussions, in-depth interviews, and online communities for exploring consumer experiences and motivations in depth. Used across all client research programs.
• Quantitative Research (Kvantitatiivinen tutkimus) Survey-based research in consumer panels with statistical analysis for generalizable market insights. Used across all client research programs.

Quantifiable outcome

• Research methodology combining quantitative and qualitative approaches to provide both depth of understanding and breadth of market representation
• +2 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Omnicom Group / Mediabrands FinlandcoreStrategic or Co-development PartnerKuulas Helsinki is an integrated part of Mediabrands Finland, which belongs to the global Omnicom Group, the world's largest marketing industry group. This partnership provides access to world-class research tools, data sources, and international research capabilities while maintaining local Finnish market expertise. Kuulas leverages Omnicom's global resources and methodologies while delivering localized customer insights.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Dagmar: Finnish-owned marketing research and consumer insights agency offering quantitative, qualitative, and brand research to Finnish enterprises. Closely comparable to Kuulas Helsinki in target market, methodology, and consultative B2B positioning.
• Innolink Research: Finnish market research and consumer insights firm serving Finnish enterprises with quantitative and qualitative research. Directly comparable to Kuulas on customer segments, methodology mix, and B2B consulting-led GTM in Finland.
• Taloustutkimus: One of Finland's largest independent market research firms offering consumer, brand, and customer research. Directly comparable to Kuulas Helsinki in methodology (quantitative/qualitative), target market (Finnish enterprises), and service portfolio.
• Norstat: Nordic-headquartered data collection and insights company operating across Finland, Sweden, Norway, and Denmark. Comparable to Kuulas Helsinki in panel-based quantitative research and Nordic multi-country study capability.
• Analysi (Bilendi): Finnish online panel and market research firm, now part of Bilendi. Comparable to Kuulas on consumer panel-based research, online community research, and quantitative methodologies for Finnish enterprise clients.

Broad incumbents

• GfK (An Ipsos Company): Major global consumer research firm (now part of Ipsos) with Nordic operations covering brand, consumer behavior, and marketing effectiveness. Comparable to Kuulas on the brand and consumer insights services, particularly for consumer goods clients.
• NielsenIQ: Global consumer intelligence firm combining market research, retail measurement and consumer panels. Comparable to Kuulas on consumer insights, brand tracking and category research, particularly for FMCG clients that overlap with Kuulas's Nordqvist and Arla engagements.
• Ipsos: Global market research and consumer insights firm with established Nordic presence including Finland. Competes with Kuulas on brand tracking, segmentation, campaign effectiveness, and customer experience research, but at far greater scale and with proprietary global panels.
• Kantar: World-leading evidence-based insights and consulting firm with deep Finnish/Nordic operations. Overlaps with Kuulas Helsinki across brand research, consumer insights, campaign measurement, and CX, including Finland-specific consumer panels.

Emerging players

• Verian (formerly Kantar Public): Independent research and evidence-based advisory firm spun out of Kantar Public with Nordic operations. Comparable to Kuulas on policy/customer research and behavioral insights, particularly for public-sector and cultural-institution clients like Kansallisgalleria.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/kuulashelsinki
• LinkedInlinkedin.com/company/kuulas-research-agency
• Xx.com/kuulas

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Kuulas Helsinki