What Multidados does

Multidados is a multidisciplinary market research agency headquartered in Aveiro, Portugal, founded in 1998 by Helena Lencastre and Florbela Borges. The company operates the first and largest online consumer panel in Portugal, with approximately 500,000 active registered users who participate in surveys in exchange for points redeemable for prizes. Its core technology stack combines a proprietary online panel platform (painel.multidados.com) with CATI (Computer-Assisted Telephone Interviewing) call center capabilities and CAWI (Computer-Assisted Web Interviewing) tools, supporting both quantitative and qualitative methodologies including focus groups, in-depth interviews (IDI), desk research, mystery shopping, and consulting/design services.

The company generates revenue through B2B professional services sold directly to organizations seeking consumer insights, brand intelligence, and public opinion research. Its go-to-market is sales-led, with project-based quoting and multi-year contracts. The product portfolio includes two syndicated offerings: inMARKET, a quarterly tracking study auditing consumer perceptions across 21+ product categories, and inBRANDS, a three-tier subscription brand engagement model. Services are delivered in Portuguese, English, and Spanish, with the primary operating geography being Portugal.

Multidados is a privately held, founder-owned company with no disclosed external funding, M&A activity, or parent organization. It maintains GDPR/RGPD compliance with a designated Chief Privacy Officer and holds memberships in ESOMAR, MSPA Global, and APODEMO. The company employs between 11 and 50 people and reported scaling operational throughput materially between 2024 and 2025 — questionnaires nearly tripled (208 to 586) and mystery client projects grew approximately 76% (29 to 51) — indicating deepening client engagement on the existing platform.

Name

Multidados

Legal name

multidados.com

Website

https://multidados.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Multidados is a Portuguese market research agency, founded in 1998 and headquartered in Aveiro, operating the country's first and largest online consumer panel (~500,000 users) and offering CATI, CAWI, mystery shopping, qualitative research, and syndicated tracking studies (inMARKET, inBRANDS) to brands and organizations.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910)

akta.pro primary industry

Survey, Panel & Fieldwork Services (BPAHALAJ)

Keywords

• Market research services
• Consumer panel surveys
• Brand tracking studies
• Mystery shopping evaluations
• Qualitative research interviews

Headquarters

HQ city

Aveiro

HQ country

Portugal

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Services: B2B services including CATI telephone studies, CAWI online studies, Mystery Client assessments, Focus Groups, In-depth Interviews (IDI), Desk Research, Consulting, and Design services sold to organizations seeking consumer insights and market intelligence.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Multidados is a multidisciplinary market research agency that sells consumer insights and brand intelligence to organizations. Its core offering is the Painel multidados.com, the first and largest online consumer panel in Portugal with approximately 500,000 active users, combined with full-service research methodologies including CATI telephone studies, CAWI online studies, Mystery Client assessments, Focus Groups, In-depth Interviews (IDI), Desk Research, Consulting, and Design. The firm also operates branded subscription products inMARKET (quarterly brand tracking) and inBRANDS (brand engagement).

Product overview

Multidados is a multidisciplinary market research agency founded in 1998, operating as a unified platform with multiple integrated service modules. The core product is the Painel multidados.com online panel platform with approximately 500,000 active users—the first and largest panel in Portugal. Supporting the panel are research services including Estudios CATI (telephone surveys), Estudios CAWI (online surveys), Cliente Misterio (mystery shopping), Focus Group, IDI (in-depth interviews), Desk Research, Consultoria, and Design. The company also offers specialized products: inBrands (a brand engagement platform with three subscription plans for consumer-brand proximity) and inMarket (a quarterly consumer perception tracking study covering multiple product categories). The product portfolio is available exclusively in Portuguese and Spanish markets.

Differentiator

Problem solved

Functional benefit

Brands

• inBRANDS: A service for brand engagement allowing companies to connect with their target audience through product experiences, brand engagement, and consumption experience sharing.
• inMARKET

Products and services

• Painel multidados.com (Online Consumer Panel)
• Estudos CATI (Telephone Studies)
• Estudos CAWI (Online Studies)
• Cliente Mistério (Mystery Shopper)
• Focus Group
• IDI (In-depth Interviews)
• Desk Research
• Consultoria (Consulting)
• Design
• inMARKET
• inBRANDS

Quantifiable outcome

• 586 questionnaires made available through panel in 2025
• +3 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• ESOMAR (The World Association of Research Professionals)coreOthersProfessional membership organization for market research professionals. Helena Lencastre is a member. Company follows ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics.
• MSPA GlobalcoreOthersMystery Shopping Providers Association global network. multidados.com is a member, supporting their Mystery Client service offerings.
• CNPD (Comissão Nacional de Proteção de Dados)coreOthersPortuguese National Data Protection Commission. multidados has registered its databases with CNPD and maintains compliance with data protection regulations.
• ERC (Entidade Reguladora para a Comunicação Social)minorOthersPortuguese Regulatory Authority for Media Communication. Logo displayed on company website indicating regulatory compliance and industry standing.
• APODEMOminorOthersPortuguese Association of Market Research and Opinion Companies. Logo displayed on company website indicating industry membership.
• DGERT (Direção-Geral do Emprego e das Relações de Trabalho)minorOthersDirectorate-General for Employment and Industrial Relations. Certification indicates compliance with labor and training standards.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ipsos: Global market research leader offering consumer, public opinion, and brand research across 90+ markets. Directly comparable to Multidados as a B2B research services provider, but operates at vastly larger scale and broader geographic scope.
• Nielsen (NielsenIQ): Global consumer measurement and research firm with syndicated panel products (e.g., Homescan) covering multiple product categories. Comparable to Multidados' inMARKET syndicated tracking concept.
• GfK (NIM): Established consumer research firm with consumer panels and syndicated tracking products across consumer durables and FMCG categories. Comparable to Multidados' CATI/CAWI + inMARKET-style tracking offering.
• Kantar: One of the world's largest market research and consumer insight firms, offering brand tracking, panel data, and consulting. Comparable to Multidados in service mix (panel + tracking + consulting) but at a global scale.

Others

• Qmenta: While not a direct competitor, Qmenta is a small, specialty research/analytics vendor in Iberia — included to anchor Iberian/Spanish-language market research peer set; weak direct comparability, primarily thematic adjacency.

Direct peers

• Dynata: One of the world's largest first-party data and online panel operators for market research. Direct peer to Multidados' painel.multidados.com — both monetize large opt-in consumer panels by supplying B2B research samples.
• Toluna: Global online consumer panel and survey technology provider. Closely comparable to Multidados as a panel operator and CATI/CAWI research services provider, though at substantially larger scale.
• YouGov: Online-first consumer research panel operator with syndicated brand and opinion tracking products across many markets. Closely comparable to Multidados in operating an opt-in consumer panel and selling syndicated research products.
• Prolific: Online research participant panel focused on high-quality, vetted respondents for academic and commercial research. Comparable to Multidados' panel business model, though targeting academic/researcher clients.
• CINT: Panel exchange and survey technology company that aggregates access to multiple consumer panels globally. Directly comparable to Multidados in panel/sample infrastructure for market research buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance3 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 Multidados