KOG Institute of Marketing and Communication Sciences

What KOG Institute of Marketing and Communication Sciences does

KOG Institute of Marketing and Communication Sciences (UAB \"KOG Institutas\") is a privately held market and consumer research firm headquartered in Vilnius, Lithuania (Švitrigailos g. 19), with a regional branch in Riga, Latvia. The institute serves B2B clients across four primary segments: brands and product companies, public sector institutions, advertising and media agencies, and media organizations. Core capabilities span quantitative research (online CAWI, telephone CATI, face-to-face F2F surveys, observational studies), qualitative research (in-depth interviews, focus groups), neuromarketing (eye tracking, facial expression analysis, reaction time measurement), and an analytics division offering econometric dynamic sales forecasting, interactive dashboards, and data segmentation (ABC, RFM, CLV, MBA). The firm maintains a proprietary benchmarking database of 650+ advertising campaigns, 150+ brands, and 20 product categories — accumulated across 1,000+ completed projects in 14+ global markets annually.

The company monetizes through three professional services streams: custom research projects (ad effectiveness, brand tracking, segmentation, customer journey, NPS, reputation, employer branding, package testing, public opinion), analytics engagements, and certified training programs. Notable training offerings include official IPA (Institute of Practitioners in Advertising) Royal Charter certifications for the Baltic states, the Media Planning Fundamentals course (€550 + VAT), and the customized Brand Communication 360 program (from €1,800 + VAT). Pricing for research services is quote-based. Go-to-market is enterprise field sales with direct engagement through the website, a dedicated client zone portal (insider.koginstitutas.lt), LinkedIn, Facebook, email, and earned media coverage in Lithuanian business outlets.

The company is founder-led, with co-founder Domantas Gailius (20 years of marketing communications experience, partner at affiliated Inspired UM) and a leadership transition to Eglė Šedbaraitė in 2024. The institute operates with a small core team of 8 experienced research project managers and data analysts, holds partnerships with IPA, Ehrenberg-Bass Institute, ESOMAR, NMSBA, and Norstat, and is GDPR compliant. Revenue is not publicly disclosed.

Name

KOG Institute of Marketing and Communication Sciences

Legal name

UAB "KOG Institutas"

Website

https://koginstitutas.lt

Company type

Private

Founded year

2015

Operating status

Operating

Short description

KOG Institute of Marketing and Communication Sciences is a privately held Lithuanian market and consumer research firm serving brands, public sector, agencies, and media organizations across the Baltics and 14+ global markets, with a proprietary 650+ campaign benchmark database and official IPA certification partnership.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Research and Public Opinion Polling (54191), Marketing Consulting Services (541613), Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Engineering, Accounting, Research, Management (8700), Services-Management Consulting Services (8742), Services-Advertising Agencies (7311)

akta.pro primary industry

Public Relations Measurement, Analytics & Monitoring (BPAFADAL)

akta.pro secondary industry

ESG, Sustainability & Impact Research (BPAHALAL)

Keywords

• Market research services
• Advertising effectiveness studies
• Brand tracking research
• Neuromarketing research
• Marketing certification training

Headquarters

HQ city

Vilnius

HQ country

Lithuania

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Research Services: Market and consumer research services including ad effectiveness studies, brand tracking, segmentation, neuromarketing, customer journey studies, and custom research projects.
2. IPA Certification Training: International IPA (Institute of Practitioners in Advertising) certification courses and training programs delivered remotely in partnership with KOG Institute for Baltic countries.
3. Customized Training Programs: Tailored training programs on brand communication, media planning fundamentals, and other marketing topics delivered in-person or remotely.
4. Analytics Services: Data analytics including dashboard creation, data segmentation (ABC, RFM, CLV, MBA), and dynamic forecasting using econometric methods.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

KOG Institute is a market and consumer research firm offering quantitative and qualitative studies, neuromarketing (eye tracking, facial expression analysis, reaction time measurement), brand tracking, segmentation, advertising effectiveness benchmarking against an internal database of 650+ campaigns, customer journey and satisfaction studies, and analytics including dashboards, ABC/RFM/CLV segmentation, and econometric dynamic forecasting. It also delivers professional marketing training, including official IPA certification courses for the Baltic countries and customized programs in media planning and brand communication.

Product overview

KOG Institute offers a comprehensive portfolio of market research services and professional training programs. The research portfolio includes ad effectiveness studies (post-campaign), brand image and category studies, distinctive brand assets research, brand/KPI tracking, segmentation, neuromarketing (with eye tracking and facial expression analysis), market entry studies, ad testing (pre-test), conjoint analysis, customer journey studies, customer satisfaction/NPS, reputation studies, employer branding, employee satisfaction, package testing, communication research, public opinion research, and event surveys. The analytics division provides dashboards, data segmentation services (ABC, RFM, CLV, MBA), and dynamic forecasting using econometric models. Training offerings include official IPA (Institute of Practitioners in Advertising) certification courses, Media Planning Fundamentals, and Brand Communication 360 programs. The company operates primarily in Lithuania and Latvia, serving brands, public sector, agencies, and media organizations across 14+ global markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Ad Effectiveness Study (Post-Campaign) Post-launch research measuring ad recall and brand identification after a campaign, with results benchmarked against KOG Institute's database of over 650 campaigns.
• Distinctive Brand Assets Study Identifies which brand elements (colors, fonts, logos, taglines, characters) are most unique and recognizable, recommending which to strengthen and which to retire.
• Brand Image and Category Study Evaluates brand and competitor positions using a brand funnel model covering awareness, trial, usage, and consideration, identifying image attributes and improvement areas.
• Brand / KPI Tracker Monitors brand health over time, tracking product category metrics, brand funnel stages, and key image attributes against competitors.
• Segmentation Research Performs demographic, psychographic, and behavioral segmentation to identify customer groups based on behavior, preferences, purchases, and attitudes.
• Neuromarketing Research Uses reaction time measurement, eye tracking, and facial expression analysis to uncover subconscious consumer responses to advertising, design, and product placement.
• Market Entry Study Evaluates market and category situations, analyzing buyer behavior, needs, expectations, and product gaps to determine the potential of new products.
• Ad Testing (Pre-Test) Tests ad campaigns, communication concepts, or new brand elements to understand audience reactions, emotions, and brand recognition before public launch.
• Conjoint Analysis Reveals customers' true priorities and willingness to pay for specific product features, supporting pricing, product development, and market strategy decisions.
• Customer Journey Study Maps all key stages of the customer journey and identifies pain points that may block purchase or loyalty, helping optimize marketing tools.
• Customer Satisfaction and NPS Evaluates customer satisfaction levels and identifies strengths and areas for improvement in service delivery through post-interaction or periodic surveys.
• Reputation Study Measures company reputation among employees, partners, media, and the public, identifying reputation drivers and risk areas.
• Employer Branding Study Assesses organizational attractiveness as an employer and identifies how to strengthen employer image to attract and retain talent.
• Employee Satisfaction Study Measures employee satisfaction levels, identifies needs and expectations, and pinpoints improvements to increase engagement and reduce turnover.
• Package Testing Tests new product packaging designs against current ones to assess consumer perceptions and purchase intent, supporting packaging investment decisions.
• Research for Communication Conducts research on topics relevant to brands or companies to support communication strategy, boost visibility, and strengthen image.
• Public Opinion Research Explores public attitudes on social issues and provides insights into people's habits and behaviors through representative studies.
• Event Surveys Gathers real-time insights into participant emotions, impressions, and brand perception during events via on-site or QR-code surveys.
• Data Segmentation Analytics (ABC, RFM, CLV, MBA) Segments business data using ABC analysis (customer value), RFM (recency, frequency, monetary), CLV evaluation, and Market Basket Analysis for product combinations.
• Dynamic Sales Forecasting Builds econometric dynamic sales forecasting models individually for each client, supporting short- and long-term predictions with high accuracy.
• Interactive Dashboards Creates interactive dashboards for authorized users to understand key business metrics quickly, with seamless integration into existing systems.
• Retail Optimization Service Retail-focused analytics optimization engagement delivered over 3–4 weeks, priced from €1,500.
• IPA Certification Training Courses Official IPA "Royal Charter" training partner offering internationally recognized certificates including Advanced Certificate in Communications Planning (€2,320), Advanced Certificate in Effectiveness (€1,050), Digital Performance Certificate (€640), Media Research Essentials (€580), Commercial Certificate (€290), Diversity and Inclusion Essentials (€140), and other foundation/effectiveness certificates.
• Media Planning Fundamentals Course Five-evening (10-hour) course teaching how to plan and implement advertising campaigns across traditional (TV, radio, print, outdoor) and digital (social, PPC, video) media. Priced at €550+VAT.
• Brand Communication 360 Training Customized training on building brand recognition and distinctiveness through unique brand elements, covering distinctive assets, effective advertising, and KPI monitoring. Priced from €1,800+VAT with optional client communication analysis.

Quantifiable outcome

• Customer recommendation: 9.6 out of 10 points, NPS 97
• +2 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• IPA (Institute of Practitioners in Advertising)coreStrategic or Co-development PartnerOfficial 'Royal Charter' training partner for Baltic countries. KOG Institute provides access to internationally recognized IPA marketing and advertising certifications including Advanced Certificates, Foundation Certificates, Effectiveness Certificates, and Digital Performance Certificates.
• Ehrenberg-Bass InstituteminorStrategic or Co-development PartnerLong-term friends and partners. Ehrenberg-Bass is a research and marketing institute providing scientific foundations for marketing practice.
• ESOMARminorStrategic or Co-development PartnerLong-term friends and partners. ESOMAR is a global association for marketing, opinion, and social research professionals.
• Marketing WeekminorStrategic or Co-development PartnerLong-term friends and partners. Marketing Week is a research news portal providing industry insights and updates.
• NMSBAminorStrategic or Co-development PartnerLong-term friends and partners. NMSBA (Nordic Marketing and Social Research Association).
• Inspired UM / Inspired Communications LtdcoreGTM or Marketing PartnerAffiliated company responsible for certain functions in providing offers to clients. Provides media planning, advertising, public relations, and event organization services. Co-founded by KOG Institute founders.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Spinter tyrimai / Spinter Research: Lithuanian market and public opinion research firm offering quantitative and qualitative studies, brand and advertising research, and tracking panels — directly comparable to KOG on service mix, geography, and customer base.
• RAIT Group: Baltic-focused consumer and public opinion research house with syndicated and custom studies serving brands and the public sector, directly competing with KOG on Lithuania-anchored research mandates.
• Norstat: Nordic/Baltic panel-based data collection provider for market research; KOG already partners with Norstat for quantitative fieldwork, and Norstat overlaps directly in CAWI/CATI panels and consumer insights.

Broad incumbents

• NielsenIQ: Global consumer measurement and analytics firm with brand and media effectiveness solutions, providing enterprise-scale competition to KOG's analytics and brand-tracking offerings.
• YouGov: International consumer and brand research platform with syndicated brand tracking and custom studies — competes with KOG on consumer insight and brand health measurement, with a stronger digital/panel infrastructure.
• Ipsos: Global market research and consumer insights major offering brand tracking, ad testing, segmentation, and public opinion research — overlapping substantially with KOG's portfolio but serving multinational clients worldwide.
• GfK (now part of NIQ): Global market research firm covering consumer behavior, brand and communications research, and forecasting — directly comparable methodology and broader geographic footprint than KOG.
• Kantar (Millward Brown): Global research incumbent whose Millward Brown division is the category leader in advertising effectiveness and brand pre/post testing — the exact service line KOG competes in, but at vastly larger scale and global reach.

Others

• Inspired UM / Inspired Communications: Affiliated Lithuanian media, PR and advertising agency co-founded by KOG's founders; not a direct competitor but a key referral partner and shared-customer vehicle for KOG's research and IPA training services.

Regional players

• BPN Latvia (Baltic Public Networks): Latvian communications and public-affairs research firm providing public opinion and brand studies — regional overlap with KOG's Riga office and shared public-sector client base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/koginstitutas
• LinkedInlinkedin.com/company/kog-rinkodaros-ir-komunikacijos-moksl%C5%B3-institutas

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 KOG Institute of Marketing and Communication Sciences