What Hendal does

Hendal is a Zagreb-based market and public opinion research agency established in 1993 that delivers data collection, processing, and analytics services to Croatian ministries, EU institutions, and corporate brands operating in Croatia. The company's core platform is Henri, an AI-powered analytics tool launched in 2024 that allows clients to query their own research data and Hendal's analytical methodology through natural language conversation, grounding responses in 30+ years of accumulated research rather than generic model outputs. Supporting infrastructure includes HrNation (a 16,000+ member online panel for CAWI research), a 400+ interviewer field network covering all Croatian territories including islands, an in-house CATI studio in Zagreb, and SPSS/Q/R-based statistical processing with GDPR-compliant data pipelines. Revenue is generated through professional services for one-time and ongoing research projects, supplemented by subscription-based access to the Henri platform; pricing is quote-based and not publicly disclosed. The company is privately held by two directors (Igor Hendrih and Marijana Plovanić), operates under ISO 9001 and ISO 20252 certifications, and has been a Eurobarometer partner since 2011.

Name

Hendal

Legal name

HENDAL, društvo s ograničenom odgovornošću za trgovinu, usluge i uvoz izvoz

Website

https://hendal.hr

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Hendal is a Zagreb-based market and public opinion research agency founded in 1993, serving Croatian ministries, EU institutions, and corporate brands with data collection, processing, and AI-enabled analytics via its Henri platform.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Other Scientific and Technical Consulting Services (541690)

SIC

Services-Testing Laboratories (8734)

akta.pro primary industry

Survey, Panel & Fieldwork Services (BPAHALAJ)

Keywords

• Market research services
• Data collection services
• Brand tracking analytics
• Consumer survey research
• Public opinion research

Headquarters

HQ city

Zagreb

HQ country

Croatia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Services: Full-service market research agency providing data collection, processing, and analytics services. Projects range from one-time studies to ongoing tracking programs for ministries, EU institutions, and corporate brands.
2. Henri AI Platform Access: AI analytics platform access for clients to query their own research data. Commercialized through demo requests and likely subscription-based for ongoing platform access.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Hendal is a full-service Croatian market research agency providing data collection, processing, and analytics services. It operates multi-mode research capabilities (F2F, CATI, CAWI, qualitative) via a 400+ field interviewer network, a 16,000+ member proprietary online panel (HrNation), and in-house CATI studio. Its core product, Henri, is an AI-powered analytics platform launched in 2024 that enables natural language querying of research data.

Product overview

Hendal is a Croatian market research agency established in 1993, offering a portfolio of interconnected research products and services organized around three pillars: data collection, data processing, and analytics/insights. The core product is Henri, an AI-powered analytics platform launched in 2024 that enables natural language querying of research data. Supporting products include HrNation (online panel with 16,000+ members), BrandPRO (brand tracking), various research methodologies (Conjoint, MaxDiff, Mystery shopping, Segmentacija kupaca, B2B istraživanja, Javno mnijenje, Eurobarometar, ESG), and data collection channels (F2F/CAPI, CATI, CAWI). Data processing services include SPSS/Q/R statistical processing, GDPR-compliant data cleaning, survey design, and questionnaire programming. The three pillars work together: Henri integrates findings and structured data from all research services into an accessible conversational interface for ongoing analysis beyond project cycles.

Differentiator

Problem solved

Functional benefit

Brands

• Henri: AI-powered analytics platform developed on 30+ years of Hendal's research experience. Allows users to query their own research data, structured data, and Hendal's research logic through natural language conversation.

Products and services

• Henri AI Analytics Platform AI-powered analytics platform that lets clients access their own research data, structured datasets, and Hendal's research logic through natural language conversation, providing evidence-based answers without generic AI responses. Targeted at enterprises, ministries, and EU institutions.
• HrNation Online Panel Proprietary online research panel with 16,000+ members enabling fast, scalable, and cost-effective CAWI data collection for quick checks and regular monitoring across the Croatian market.
• Field Data Collection Services Multi-mode field data collection services including F2F, CAPI, CATI, and CAWI via a network of 400+ trained interviewers covering entire Croatia, plus respondent recruitment and qualitative research (focus groups, in-depth interviews).
• Data Processing Services Professional data processing services including statistical analysis using SPSS, Q, and R, data cleaning and validation, statistical design (weighting, sampling), GDPR-compliant data pipelines, and custom survey design and programming.
• Research and Analytics Services Full-service market research and analytics including brand tracking (BrandPRO), customer segmentation, conjoint analysis, MaxDiff, concept and product testing, mystery shopping, pricing research, B2B research, public opinion polling, ESG research, and Eurobarometer surveys for Croatian ministries, EU institutions, and corporate brands.

Quantifiable outcome

• Responses available in seconds through Henri AI platform instead of waiting for new reports or additional meetings

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core and minor.

• EurobarometercoreStrategic or Co-development Partner · 1 January 2011Eurobarometer partnership since 2011. Hendal conducts European Commission Eurobarometer surveys on Croatian territory as part of this long-standing partnership, providing international credibility and methodological alignment with EU research standards.
• ESOMARcoreStrategic or Co-development PartnerActive member of ESOMAR (European Society for Opinion and Marketing Research), the global industry association for market research. Membership indicates adherence to industry standards and professional best practices.
• GlobalMarketResearchminorStrategic or Co-development PartnerMember of GlobalMarketResearch network, connecting with international market research providers for cross-border research projects.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• NielsenIQ: Global consumer intelligence and measurement company with Croatian operations. Comparable to Hendal in retail/consumer research, panel infrastructure, and analytics delivery, but at significantly broader scale and category coverage.
• Qualtrics: Enterprise survey, research, and analytics platform with embedded AI capabilities. Compares to the Henri platform direction at Hendal, though Qualtrics is a general-purpose tool while Henri is grounded in proprietary Croatian research data.
• GfK: Global market intelligence firm with Central and Eastern European presence. Competes with Hendal in consumer panels, brand research, and custom market studies, though with a much broader portfolio across markets and verticals.
• Ipsos: Global market research and analytics leader with operations across Central and Eastern Europe, including Croatia. Overlaps with Hendal across survey-based research, brand tracking, and public opinion polling, but at vastly larger scale and broader geographic footprint.
• Kantar: Global insights and consulting firm with established presence in Croatia and the Balkans. Directly comparable to Hendal in brand tracking, consumer research, and panel-based methodologies, though operating at multinational scale.

Regional players

• Norstat: European data collection company operating large proprietary panels across multiple countries. Comparable to Hendal's HrNation panel and field operations, though primarily serving Northern and Western Europe rather than the Balkans.

Direct peers

• Mediana: Slovenian market and public opinion research agency. Comparable to Hendal in size, full-service research offering, and regional Balkan focus; a natural peer for cross-border research collaboration and competitive benchmarking.
• Valicon: Marketing research and consulting firm headquartered in Austria with offices in Croatia and Slovenia. Closely comparable to Hendal in methodology (panels, brand tracking, custom research) and regional footprint in former-Yugoslav markets.
• Gemius: Digital audience measurement and market research provider active in Central and Eastern Europe. Overlaps with Hendal's online panel (HrNation/CAWI) and digital research methodologies, with comparable regional scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Hendal