Qualimetrie
Qualimetrie is a French customer experience measurement firm serving 150+ enterprise brands across automotive, retail, banking, tourism, and other verticals via bespoke research studies, a managed mystery shopper network, and its proprietary CX First SaaS platform.
- Company typePrivate
- Founded1989
- HeadquartersRoubaix, France
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Qualimetrie does
Qualimetrie is a French customer experience measurement and research firm operating across nine industry verticals, including automotive, retail, banking, tourism, and food service. Founded in the late 1980s and headquartered in Villeneuve d'Ascq near Lille, with additional offices in Paris and Madrid, the company employs approximately 200 people and serves more than 150 enterprise brands, including Groupe Renault, BMW, Crédit Agricole, BPCE, Fnac Darty, and KFC. Its core offer combines bespoke market research studies — mystery shopping, audits, focus groups, customer communities, U&A studies, attrition studies, pre/post advertising tests, and competitive benchmarks — with a managed network of trained mystery shoppers ("Clients Qualité") for field observation. Pricing is bespoke per engagement with multi-year contract structures; no public pricing tiers exist.
The technology backbone is CX First, a proprietary SaaS platform branded as a Client Data Explorer, organized into three modules: CONNECT (centralizes CX and business data via API or file import), EXPLORE (visualization, analysis, and data extraction), and DEPLOY (alerting, action plan management, self-evaluation, and to-do lists). The platform supports voice-of-customer programs (NPS, CSAT, CES) and CRM integration via API for campaign automation. Qualimetrie also operates the "Meilleure Chaîne de Magasins" awards program, leveraging a 600,000+ voter consumer panel as a recurring benchmark asset, and maintains proprietary benchmark datasets such as the European tourism/leisure index covering 60+ parks with 420,000 data points.
The business operates on a hybrid revenue model: professional services revenue from customized research engagements, subscription/recurring SaaS licensing from CX First, and managed services revenue from mystery shopper network coordination. In January 2026 the group expanded through the acquisition of Tryom (qualitative consumer research) and the launch of Review Car, a neutral automotive review platform, formalizing a four-brand structure (Qualimetrie, CX First, Tryom, Review Car). Distribution is direct enterprise sales targeting large accounts; go-to-market also leverages community-led motion via the mystery shopper network and content marketing through published benchmark studies, webinars, and event participation. The company is structured as a private SAS under French law, with no disclosed external funding and no public listing.
Qualimetrie firmographics
Firmographics- Name
- Qualimetrie
- Legal name
- QUALIMETRIE SAS
- Website
- https://qualimetrie.fr
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Qualimetrie is a French customer experience measurement firm serving 150+ enterprise brands across automotive, retail, banking, tourism, and other verticals via bespoke research studies, a managed mystery shopper network, and its proprietary CX First SaaS platform.
- Ownership category
- akta.pro rank
Qualimetrie industry classification
Industry- Product category
- Customer Experience Measurement
- NAICS
- Other Scientific and Technical Consulting Services (54169), Computer Systems Design Services (541512)
- akta.pro primary industry
- Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK)
- akta.pro secondary industries
- Customer Experience (CX) & Digital Experience (BPAHAEAC), Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH)
Keywords
Where Qualimetrie is headquartered
LocationHeadquarters
- HQ city
- Roubaix
- HQ country
- France
- HQ region
- Europe
Offices3 records
Markets served
Qualimetrie business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Customized Market Research Studies: Bespoke qualitative and quantitative studies tailored to client needs. Services include mystery shopping, customer experience audits, focus groups, customer communities, U&A studies, attrition studies, advertising pre/post tests, and benchmarking studies.
- CX First SaaS Platform Licensing: Subscription-based access to the CX First data visualization and decision-making platform for customer experience management.
- Mystery Shopper Network Management: Management and coordination of a network of mystery shoppers (Clients Qualité) to conduct field observations across retail networks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom study pricing based on methodology and scope |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels9 records
Qualimetrie product offering
Product offeringCore offering
Qualimetrie is a French customer experience (CX) measurement and market research firm that designs and delivers bespoke studies for enterprise clients across nine verticals including automotive, retail, banking, tourism, and F&B. Its portfolio spans field observation services (mystery shopping, audits, focus groups, customer communities), Voice of Customer programs (NPS, CSAT, CES), employee engagement studies, benchmark studies, and e-reputation/social listening, delivered alongside its proprietary CX First SaaS data visualization platform.
Product overview
Qualimetrie is a customer experience (CX) research and measurement company operating a portfolio of services and products. At its core is the CX First SaaS platform (Client Data Explorer), which comprises three integrated modules — CONNECT for data centralization via API or file import, EXPLORE for visualization and analysis, and DEPLOY for action plan management and team engagement. The broader portfolio includes acquired brands Tryom (consumer research) and Review Car (neutral automotive reviews), alongside a comprehensive suite of research services covering mystery shopping, voice of customer, employee studies, audits, focus groups, customer communities, advertising tests, U&A studies, attrition studies, reputation management, benchmarking, and brand tracking. The company also operates the Meilleure Chaîne de Magasins awards program as a consumer engagement initiative.
Differentiator
Problem solved
Functional benefit
Brands
- CX First: Client Data Explorer - SaaS platform that centralizes customer experience and business data, enabling visualization, analysis, and action plan management.
- Tryom
- Review Car
Products and services
- CX First | Client Data Explorer Proprietary SaaS platform for customer experience data visualization and decision-making, comprising three modules: CONNECT (data centralization via API or file import), EXPLORE (visualization, analysis, and data extraction), and DEPLOY (alerting, action plan management, self-evaluation, and to-do lists for team engagement).
- Mystery Shopping / Field Observation Mystery shopping and field observation services enabling businesses to measure compliance of their customer journey across points of sale, contact centers, and digital channels through Qualimetrie's trained network of mystery shoppers (Clients Qualité).
- Voix du Client (Voice of Customer) Customer listening program design service covering questionnaire creation (NPS, CSAT, CES, repurchase intent), multi-channel solicitation, campaign automation via CRM API exchange, and results dissemination through CX First.
- Études Collaborateurs (Employee Studies) Employee experience measurement studies designed to evaluate and improve employee engagement, attachment, and recommendation, with benchmarking against Qualimetrie's reference database.
- Audits Field and digital audit services covering points of sale, customer contact centers, and online journeys, measuring the translation of brand promises into concrete customer experiences.
- Table Ronde / Focus Groupe Qualitative research methodology service guiding clients through focus group design, participant recruitment, discussion guide creation, group facilitation, recording, and final analysis and recommendations.
- Communauté de Clients (Customer Community) Customer community creation and animation service including member profile identification, recruitment, animation plan creation, technical platform setup, and ongoing content analysis with actionable recommendations.
- Pré/Post Tests de Campagne Publicitaire Pre- and post-advertising campaign testing service covering methodological design, questionnaire creation, dual solicitation via national representative panel or target customers, field management, results processing, analysis, and competitive benchmarking.
- Études U&A (Usage & Attitude) Two-phase consumer research approach combining exploratory qualitative phase for behavioral understanding with quantitative phase to measure and prioritize hypotheses, with cross-analysis to facilitate decision-making.
- Études d'Attrition (Customer Attrition Studies) Churn analysis service interviewing former customers to identify friction points, loyalty drivers, and corrective actions, with questionnaire design and adapted collection modes (telephone, email, face-to-face, or client panel).
- E-Réputation / Social Listening Reputation monitoring and social listening solutions centralizing review management and customer feedback analysis through the CX First platform.
- Benchmark Competitive benchmarking service helping businesses differentiate from competitors and deliver memorable customer experiences through comparative analysis using Qualimetrie's proprietary databases.
- Tracking Notoriété & Image Brand awareness and image tracking service monitoring how brands are perceived and how their communication is discussed across channels, enabling proactive reputation management.
- Études 360° Comprehensive 360-degree qualitative research combining customer studies, employee studies, focus groups, and customer community approaches for holistic experience understanding.
Quantifiable outcome
- 5,555 client parks in Europe
- +2 more outcomes
Companies that use Qualimetrie
Customer profileNamed customers55 records
Segments9 records
Ideal customer profiles4 records
Qualimetrie technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Qualimetrie partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights5 records
Qualimetrie competitors and assessment
Company assessmentDirect peers
- Harris Interactive: French online and hybrid market research firm offering consumer studies, VoC, and CX measurement. Comparable as a mid-sized French research specialist serving enterprise brands across retail, automotive, and financial services.
- BVA: French market research and customer experience consultancy offering bespoke studies, mystery shopping, VoC, and brand tracking. Closely overlaps with Qualimetrie on methodology, customer segments, and French enterprise client base.
- Toluna: Paris-headquartered online panel and consumer insights platform serving enterprise research buyers. Comparable as a French-rooted research technology and insights provider competing for the same CX/market research budgets.
- Ipsos: Paris-headquartered global market research and CX analytics leader. Directly comparable as a French professional research firm serving enterprise clients across multiple verticals with bespoke studies, panels, and syndicated CX offerings.
- Mystery Shopping Solutions / Market Force: Specialist mystery shopping and CX compliance provider for multi-location retail and restaurant brands. Directly comparable in field observation, mystery visits, and audit-driven CX measurement services.
Emerging players
- CustomerGauge: Specialized VoC and NPS platform focused on B2B and enterprise account experience. Comparable in the VoC/NPS program design and analytics space where Qualimetrie's CX First platform competes, though CustomerGauge is more software-led.
Broad incumbents
- Qualtrics: SAP-owned experience management platform spanning CX, EX, and market research. Represents a software-led incumbent threat to Qualimetrie's bespoke VoC and CX analytics services, particularly in mid-market and enterprise segments.
- Medallia: Global enterprise experience management platform for VoC, CX, and employee experience. Competes with Qualimetrie's CX First offering at the platform layer, with deeper enterprise integration capabilities and substantially more capital.
- NielsenIQ: Global consumer intelligence and CX measurement provider. Adjacent incumbent offering consumer insights and retail measurement, competing for similar enterprise research budgets with a much larger data and panel infrastructure.
- Kantar: Global market research and insights powerhouse with CX and brand tracking capabilities. Competes with Qualimetrie in benchmarking, brand tracking, and CX analytics but at significantly larger scale and broader geographic footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Qualimetrie social profiles
Digital presenceQualimetrie compliance and trust
Trust signalCompliance2 records
Qualimetrie financial estimates
Financial estimateRevenue estimate
Valuation estimate
Qualimetrie leadership team
Management profileNumber of profiles
Profiles4 records
Qualimetrie subsidiaries and ownership
Company hierarchySubsidiaries3 records
Qualimetrie funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Qualimetrie M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Qualimetrie
What does Qualimetrie do?
Qualimetrie is a French customer experience (CX) measurement and market research firm that designs and delivers bespoke studies for enterprise clients across nine verticals including automotive, retail, banking, tourism, and F&B. Its portfolio spans field observation services (mystery shopping, audits, focus groups, customer communities), Voice of Customer programs (NPS, CSAT, CES), employee engagement studies, benchmark studies, and e-reputation/social listening, delivered alongside its proprietary CX First SaaS data visualization platform.
Is Qualimetrie a public or private company?
Qualimetrie is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Qualimetrie founded?
Qualimetrie was founded in 1989. It employs 101 to 250 people.
Where is Qualimetrie based?
Qualimetrie is headquartered in Roubaix, France, in the Europe region.
How does Qualimetrie make money?
Three revenue lines are on record. Customized Market Research Studies are the primary driver. The others are CX First SaaS Platform Licensing and mystery Shopper Network Management.
Who are Qualimetrie's main competitors?
Direct peers on record are Harris Interactive, BVA, Toluna, Ipsos and Mystery Shopping Solutions / Market Force. CustomerGauge is listed as an emerging player. Broad incumbents are Qualtrics, Medallia, NielsenIQ and Kantar.
Does Qualimetrie have an API?
Yes. CX First offers API connectivity for CRM database exchange and file integration. The platform centralizes customer experience and business data from multiple sources via API or file import. CRM data exchange automation is mentioned as a capability, allowing campaign automation through CRM base exchange via API.
What industry is Qualimetrie in?
Qualimetrie's product category is Customer Experience Measurement. Its primary akta.pro industry code is BPAHALAK, Customer Experience (CX) & Voice-of-Customer Analytics, with a secondary code of BPAHAEAC, Customer Experience (CX) & Digital Experience. Its NAICS code is 54169.