IQS

What IQS does

IQS Sp. z o.o. is a privately held Polish market research and analytics firm founded in 1994, headquartered in Warsaw, with 101–250 employees. The company delivers custom research services, syndicated subscription reports, and proprietary research technology to enterprise clients primarily across FMCG, financial services, media, technology, and marketing/advertising verticals in Poland. Its operations are anchored by the Opinie.pl proprietary consumer panel of 100,000 active users profiled on 90 variables, which underpins a 3-day research turnaround.

IQS has built an extensive in-house technology stack including the Omnisurv DIY quantitative research platform, RealVoice customizable CX platform, Netdive text-mining platform with Polish-language neural-network sentiment analysis, Atenatabs analytical software, IQSphere/Remi qualitative research tools, and Omnivision data portal. In 2025 the company introduced IQS AI on Omnisurv — in-house AI Assistant for questionnaire generation, automatic open-ended coding, and SpamDetector quality verification — alongside AI-native offerings Klaro (virtual researcher) and Collective Mind (synthetic-persona assistant). Its syndicated report portfolio includes multi-edition longitudinal studies such as Świat Młodych (youth), Family Power, Adults Power, KASA (financial behavior), and Starszacy (50+ consumers).

The business model combines professional services (custom research projects), recurring subscription revenue (syndicated reports, software platforms including Atenatabs at 690 PLN/quarter and 1990 PLN/annual, Netdive monthly subscriptions, Collective Mind), and a product-led growth channel via Omnisurv self-service research. Distribution is direct enterprise sales within Poland only; IQS discloses no international operations, no external funding rounds, and no revenue figures.

Name

IQS

Legal name

IQS Sp. z o.o.

Website

https://grupaiqs.pl

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

101–250 employees

Short description

IQS is a privately held Warsaw-based market research and analytics firm serving Polish FMCG, financial, media, and technology clients via custom research, syndicated subscription reports, and proprietary technology platforms built on its 100,000-user Opinie.pl consumer panel.

Ownership category

akta.pro rank

Product category

Market Research and Consumer Insights Services

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Research and Public Opinion Polling (54191), Marketing Consulting Services (541613)

akta.pro primary industry

Behavioral & Neuroscience Research (Biometrics, Eye-Tracking, Neuromarketing) (MPAAALAN)

akta.pro secondary industry

Responsible AI, Security & Privacy Platforms (Safety, Guardrails, PII) (HDAEANAG)

Keywords

• Market research services
• Consumer insights
• Syndicated research reports
• Quantitative research platforms
• Customer experience analytics

Headquarters

HQ city

Warsaw

HQ country

Poland

HQ region

Europe

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. Syndicated Reports: Proprietary research reports (syndicate studies) covering Polish consumers, families, youth, trends. Reports are sold as subscriptions with modular options including CORE, #Digital, #Money, and additional modules. Major reports include Swiat Mlodych, Family Power, KASA, Starszacy.
2. Custom Research Services: Tailored research projects including brand studies, product tests, concept tests, pricing research, consumer behavior studies, advertising effectiveness. Full-service research engagements.
3. Software Subscriptions: Proprietary tools offered on subscription: Atenatabs (quarterly 690 PLN, annual 1990 PLN), Netdive (monthly subscription), Collective Mind (subscription model), Omnisurv platform access. Freemium/trial options available.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

IQS is a Polish market research and analytics company that delivers custom and syndicated consumer, brand, and market research to business clients, supported by proprietary technology platforms (Omnisurv, RealVoice, Netdive, Atenatabs, Collective Mind) and an owned consumer panel (Opinie.pl) with 100,000 active users. It also sells recurring software subscriptions for quantitative research, CX management, text mining, and AI-driven synthetic persona analytics, alongside syndicated reports covering Polish consumer segments and trends.

Product overview

IQS is a Polish research and analytics company offering an integrated platform combining proprietary research methodologies, technology tools, and syndicated reports. The core technology portfolio includes Omnisurv (DIY quantitative research platform), RealVoice (CX platform), Netdive (text mining), Atenatabs (analytics software), Omnivision (data portal), Collective Mind (AI-based synthetic consumers), and IQSphere/Remi (qualitative research tools), along with specialized advertising tools (AdWave, netEffect, ytEffect). The company also offers syndicated research reports covering Polish consumer segments (youth, seniors, families), behavioral trends (gaming, video, sustainability), and market categories (finance, food, BIO). Research operations are supported by the Opinie.pl panel of 100,000 active Polish users.

Differentiator

Problem solved

Functional benefit

Brands

• Opinie.pl: Online research panel with 100,000 active users described by 90 variables
• Omnisurv
• RealVoice
• Atenatabs
• Netdive
• IQSphere
• Remi
• Omnivision
• IQS Opinion Radar
• Collective Mind
• Klaro
• InsightConceptScan™
• PackScan™
• AdWave™
• netEffect™
• ytEffect™
• OptiRange™
• netdive™

Products and services

• Omnisurv Self-service DIY quantitative research platform that enables business clients to create, launch, and analyze online surveys independently using the Opinie.pl consumer panel of 100,000 active users profiled on 90 variables, delivering results within 3 days. Includes an AI Assistant for questionnaire generation, automatic open-ended coding, and SpamDetector quality controls.
• RealVoice Customizable customer experience (CX) platform for collecting, analyzing, and visualizing customer opinions and satisfaction. Automates sample selection, invitation sending, data collection, response rate optimization, processing, and visualization. Designed for enterprise clients, with one organization deploying the Data Portal to nearly 2,500 users.
• Atenatabs Third-generation analytical software for rapid production of tabular summaries and charts. Supports SPSS data import, flexible database merging, SQL reading, and a scripting language with virtual variables, macros, selection, and global filters. Sold on subscription: 690 PLN net per quarter or 1,990 PLN net per year, with a 10-day free trial.
• Netdive Real-time text mining platform for searching, analyzing, and visualizing internet and social media content. Uses Polish-language neural network sentiment analysis, word clouds, and semantic relationships to handle millions of data points. Generates editable PPTX and Excel reports. Available on monthly subscription with a 14-day free trial.
• Omnivision Interactive data portal with an analytical module enabling self-directed exploration of research results. Combines tracking, segmentation, U&A, and CX data sources into a single self-service analytics interface, removing the need to wait for analyst support.
• Collective Mind AI-based analytical assistant that builds synthetic personas from research data and simulates reactions of different user types. Used to verify assumptions and test concepts before full implementation. Offered on a subscription model.
• IQSphere Proprietary platform for designing and conducting online qualitative research processes, supporting ethnographic diaries, photo/video diaries, first impression studies, 24/7 access, and real-time content monitoring.
• Remi Operational support tool for online qualitative projects that centralizes respondent data, simplifies consent management, and automates communication. RODO-compliant with secured transmissions.
• IQS Opinion Radar Tool that automatically collects and organizes Google Maps reviews for any network of locations (stores, branches, service points). Operates 24/7 to identify recurring sources of dissatisfaction and enable real-time quality management.
• Opinie.pl Consumer Panel Proprietary Polish consumer research panel with 100,000 active users described by 90 profiling variables. Includes specific target groups such as 17,000 mothers of children born 2016–2020, 2,900 SOHO business owners, 76,000 regular beer consumers, and 59,000 mobile banking users. Used for custom and syndicated research projects with 60% of panel studies completed within 3 business days.
• AdWave Proprietary advertising diagnostic tool used for pre-test and post-test advertising effectiveness measurement. Features an advanced interface, precise reaction time measurements, and emotional reception analysis via intuitive scales.
• netEffect Tool for measuring the effectiveness of programmatic advertising. Uses passive data to identify exposed versus control groups on the Opinie.pl panel, enabling measurement of brand awareness, consideration, and image metrics.
• ytEffect YouTube channel and influencer marketing effectiveness measurement tool, developed with Talent Media/Life Tube. Measures the influence of YouTube channels on brand attitudes and emotions, rather than just watch time.
• Custom Research Services Tailored research projects for business clients including brand studies, product tests, concept tests, pricing research, consumer behavior studies, advertising effectiveness, and CX programs. Sold via direct enterprise sales with quote-based pricing.
• IQS Syndicated Research Reports Proprietary syndicated research reports covering Polish consumer segments and trends, sold as subscriptions with modular options. Portfolio includes Świat Młodych (youth), Family Power 2 (families), KASA (money across four generations), Starszacy (50+), Game Story 2 (gaming), Adults Power 2 (35–55), Zero Waste 2025, Fleksitarianie, BIO, Białkożercy, and Świat Kibica.

Quantifiable outcome

• 60% of panel studies completed within 3 business days
• +3 more outcomes

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability11 records

Feature21 records

Partnerships

Four partnerships are on record, tiered core and minor.

• InsummitcoreGTM or Marketing PartnerPlatinum partner of the Festival of Insights and Innovation, Poland's premier research industry event. IQS hosts booth, delivers presentations on stage, and offers special promotions for attendees. The partnership positions IQS as a thought leader in the Polish research community.
• Grup Agora, IAA Polska, Havas PlaycoreStrategic or Co-development PartnerResearch partner for the 'Zaloguj sie do relacji' (Login to Relationships) campaign focusing on digital hygiene and family relationships in the screen-dominated reality. IQS's role is to measure whether and how the campaign increases parents' awareness of digital hygiene and influences attitudes toward conscious digital device use.
• Ringier Axel SpringerminorStrategic or Co-development PartnerCo-publishing partner for 'Swiat Kobiet' (World of Women) report, the most comprehensive research on Polish women aged 16+. Partnership enabled by joint interest in female audience insights.
• Grupa S/F (The Digitals and Scholz & Friends Warszawa)minorStrategic or Co-development PartnerJoint preparation of 'Swiat Kibica' (World of Fans) report on Polish sports fans, their behaviors, brand associations, and consumption patterns during sporting events.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Ipsos: Global market research and public opinion firm with significant Poland presence, offering syndicated and custom research across the same verticals IQS serves — competes on enterprise contracts and international rollouts.
• NielsenIQ: World leader in FMCG and consumer retail measurement with strong Polish operations and deep syndicated retail/consumer panels — directly competitive for IQS's largest segment (FMCG manufacturers and retailers).
• Kantar: Global market research and insights giant with established Poland operations covering brand tracking, consumer behavior, and media research — competes head-to-head in IQS's primary verticals (FMCG, media, finance) but at far broader scale.
• GfK (now part of Ipsos): Global consumer and market research incumbent with longstanding Polish operations, especially strong in FMCG, technology, and durable goods — directly comparable in syndicated offerings and consumer panel methodology.

Emerging players

• Toluna: Global technology-led online panel and research platform company — comparable as a competitor in DIY survey technology, online panels, and AI-assisted research delivery that intersects with Omnisurv's positioning.
• Bilendi: European online panel data collection and sample provider active in Poland — overlapping with IQS's Opinie.pl in panel recruitment and B2B sample delivery for digital research.
• Norstat: Nordic-headquartered European data collection and panel firm with growing Polish panel footprint — comparable as an emerging cross-border panel operator targeting the same enterprise research clients.

Direct peers

• Gemius: Polish-headquartered digital audience and consumer research firm operating internationally with proprietary online measurement technology — comparable as a domestic-born research tech competitor expanding beyond Poland.
• PMR Market Experts: Polish market research and consulting firm specializing in B2B and consumer research in Central and Eastern Europe — comparable regional research firm with similar mid-market positioning and consulting-led model.
• ARC Rynek i Opinia: Polish market research agency of similar size and heritage, focused on consumer and public opinion research in Poland — directly comparable in vertical coverage, panel operations, and full-service research offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/IQSOnline

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 IQS