What Datexco does

Datexco Company S.A.S. is a privately held Colombian market research and public opinion agency headquartered in Bogotá, founded in 1996 with 101-250 employees. The company operates a B2B research services platform serving consumer-focused organizations, brands, and service-oriented businesses across Colombia and selectively across South America. Its core product is InnsightsLab, a continuous consumer research panel powered by the proprietary Wokky mobile platform, which operates as a longitudinal community of consumer participants ("Wokkos") who engage through mini-interviews, product testing, surveys, and consumption diaries on a wave-based mission structure. The company complements the panel with SatScore, a real-time customer experience measurement methodology including WhatsApp-based CX tracking (WIA-Cx), and Skywalkers, a cloud-based SaaS platform for research industry consulting management covering project management, CRM, time tracking, billing, and analytics.

The technology stack is built on Google Cloud Platform (Workspace, BigQuery, Looker Studio) with survey collection tools (LimeSurvey, Kobo Toolbox, Contact Center) and BI/reporting layers (Power BI, Tableau). Datexco's methodology framework (Datexco Way) encompasses advanced statistical techniques including Conjoint Analysis, MaxDiff, TURF, Cluster Analysis, Multiple Regression, Factor Analysis, and customer satisfaction scoring (NPS, GSS, NSS, CES, TSS). The company monetizes through multiple streams: quote-based custom research projects (Ad Hoc), subscription-based continuous panel access (InnsightsLab), SaaS platform licensing (Skywalkers), and a freemium subscription service (Club Pulso País Colombia) for ongoing opinion reporting. The pricing model is primarily B2B and sales-led with a consultative RFP process; the company also publishes Opinometro, a public opinion tracking tool. Datexco operates as a founder/management-controlled entity with no disclosed venture capital, private equity, or external investor backing, and positions itself on 30+ years of LatAm market research expertise, proprietary panel infrastructure, and compliance with international research ethics codes (ICC/ESOMAR, WAPOR).

Name

Datexco

Legal name

Datexco Company S.A.S.

Website

https://datexco.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

101–250 employees

Short description

Datexco is a Colombian market research and public opinion agency founded in 1996, operating a proprietary continuous consumer research panel (InnsightsLab) via its Wokky mobile platform to serve consumer-focused brands, service businesses, and enterprise clients primarily in Colombia and South America.

Ownership category

akta.pro rank

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Services: Custom research projects (Ad Hoc) including surveys, qualitative research, panel studies, and consulting engagements. Priced through RFP/proposal process based on methodology, sample size, and complexity.
2. Continuous Research Panel (InnsightsLab): Ongoing subscription-based access to research panel communities with periodic wave measurements (2-4 missions per month), providing longitudinal consumer insights.
3. Software Platform Subscriptions (Skywalkers): SaaS platform licensing for research industry consulting operations management.
4. Club Pulso País Colombia: Subscription service providing regular reports and opinion studies on Colombia, with free and subscription tiers mentioned.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Datexco is an independent Colombian market research and public opinion agency that delivers custom research projects (surveys, qualitative studies, panel research, consulting) alongside continuous consumer panel research through its proprietary InnsightsLab methodology powered by the Wokky platform. It also provides customer experience measurement via SatScore and offers Skywalkers as a SaaS platform for research industry consulting operations, plus recurring opinion-tracking subscriptions (Pulso País Colombia, Club Pulso País Colombia).

Product overview

Datexco is a Colombian market research company with over 30 years of experience offering a portfolio of research products and methodologies. The core offering centers on InnsightsLab, a continuous consumer research panel powered by the proprietary Wokky mobile platform, which enables dynamic consumer communities, immersive interviews, and longitudinal insight generation. Supporting products include SatScore for customer experience measurement, Skywalkers for research industry consulting management, and Pulso País Colombia for ongoing opinion tracking. The company implements a comprehensive methodology framework (Datexco Way) encompassing sampling, survey collection (via Limesurvey, Kobo Toolbox, Contact Center, Research Panel), statistical analysis (Conjoint, MaxDiff, TURF, Cluster Analysis, NPS, CES), cloud data storage (BigQuery), and reporting (Looker Studio, Power BI, Tableau). The product ecosystem integrates multiple data collection tools, advanced analytics, and visualization platforms to serve consumer-centric innovation needs.

Differentiator

Problem solved

Functional benefit

Brands

• InnsightsLab: Innovation Insights Laboratory - A research panel that serves as a continuous research laboratory focused on identifying insights for innovation. It uses a unique methodology with Wokky technology for ongoing consumer data collection.
• SatScore
• Skywalkers
• Wokky
• Pulso País Colombia
• Club Pulso País Colombia
• Skywalkers

Products and services

• InnsightsLab Continuous consumer research panel that functions as an innovation insights laboratory, providing ongoing consumer understanding through dynamic communities, neural-type variable structures, and multi-nuclear research design for deep behavioral and attitudinal insights. Sold to organizations seeking longitudinal consumer insight.
• Wokky Proprietary mobile-based consumer research platform enabling continuous panel management, mini-interviews, product testing, surveys, and consumption diaries. Powers the Wokky Co-Creator (Wokko) participant community.
• SatScore Customer experience measurement methodology that identifies critical satisfaction success factors using advanced analytics, enabling real-time service performance monitoring, early alerts, and actionable insights to maintain long-term customer loyalty.
• Skywalkers Cloud-based SaaS platform designed for research industry consulting firms, providing project management, CRM, time tracking and billing, HR management, and advanced analytics and reporting capabilities.
• Custom Market Research Projects (Ad Hoc) Bespoke commissioned market research projects including surveys, qualitative research, panel studies, and consulting engagements, priced through RFP/proposal process based on methodology, sample size, and complexity.
• Club Pulso País Colombia Subscription community providing regular Colombia-focused opinion studies, market reports, and analysis from Datexco's research to subscribed members.
• Opinometro Public opinion tracking tool for measuring and monitoring societal attitudes and trends in Colombia.

Quantifiable outcome

• Consumer behavior patterns change 3-4x faster today than 10 years ago, requiring continuous monitoring
• +1 more outcomes

Segments2 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

AI capability7 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• GooglecoreTechnology or IntegrationDatexco uses Google Cloud Platform infrastructure including Google Workspace, BigQuery, and Looker Studio (Data Studio) for their operations. Their information security policy documents extensive Google security certifications including ISO 27001, ISO 27017, ISO 27018, SOC 1/2/3, FedRAMP, and PCI DSS compliance. Google provides cloud infrastructure, data storage, security, and analytics capabilities for Datexco's research operations.
• Wokky Panel Members (Wokkos)coreOthersWokkos are panel members who actively participate in research communities through the Wokky platform. They are described as 'Early Adopters' and 'Visionaries' who enable the InnsightsLab continuous research methodology. Members contribute through missions, mini-interviews, and consumption diaries.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• GfK: Global market research firm with consumer and customer experience panels active across Latin America. Directly comparable to Datexco's consumer research, brand tracking, and customer experience measurement capabilities, with broader geographic reach.
• Ipsos: Global market research and public opinion firm headquartered in Paris with operations across Latin America. Directly comparable to Datexco in core market research services, public opinion polling, and consumer insights, but with vastly larger scale, multi-country panels, and enterprise reach.
• NielsenIQ: Global consumer intelligence firm with established operations in Colombia and Latin America providing consumer insights, retail measurement, and CX analytics. Overlaps with Datexco's market research, consumer behavior analysis, and SatScore-style customer experience measurement offerings.
• Kantar: One of the world's largest market research, data, and insights firms operating across LatAm. Comparable to Datexco in market research methodology and consumer insights offerings, but at global scale with established Colombian and regional presence.

Direct peers

• Toluna: Online consumer panel and market research technology company providing survey programming, panel management, and consumer insights. Directly comparable to Datexco's Wokky platform, InnsightsLab continuous research methodology, and SatScore CX measurement offerings.
• Dynata: Global online market research panel provider offering first-party data, survey programming, and consumer insights. Closely comparable to Datexco's Wokky panel and InnsightsLab continuous research methodology, operating a larger but similar consumer panel business model.
• Cint: Global consumer panel management and research technology platform with operations in Latin America. Comparable to Datexco's Wokky panel infrastructure and InnsightsLab continuous research methodology from a technology-and-panel business model standpoint.

Regional players

• Quantil: Colombian market research and data analytics firm offering consumer insights, brand research, and data-driven consulting. The most direct Colombian-headquartered competitor to Datexco, with overlapping methodologies (Conjoint, MaxDiff, segmentation) and customer base.
• Datum Internacional: Peruvian market research firm operating across Latin America with consumer insight and public opinion offerings. Closely comparable to Datexco in business model, methodology, and customer base but focused on Peru and the broader Andean region.
• Cifra & Asociados: Uruguay-based market research firm with public opinion polling, consumer research, and CX measurement capabilities. Comparable to Datexco's service portfolio and target market segment, but operating primarily in the Southern Cone rather than Colombia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Datexco
• YouTubeyoutube.com/channel/UCi_3cXM-Qw278hq-ZXQ71UA
• Facebookfacebook.com/Datexco-121248001252552
• LinkedInlinkedin.com/company/datexco

Compliance12 records

Revenue estimate

Valuation estimate

Number of profiles

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 Datexco