Q Scores

What Q Scores does

Q Scores (legally Marketing Evaluations, Inc.) is a privately-held B2B market research company headquartered in North Hills, New York, that measures consumer appeal of performers, brand ambassadors, influencers, characters, intellectual properties, and brands. Its core technology is the proprietary Q Score methodology — a standardized survey framework that measures familiarity, appeal, usage experience, and imagery associations using nationally representative online samples. The company operates six recurring annual research products on a fixed calendar cadence: Performer Q (900-1,000 celebrities across TV, movies, sports, music, chefs, and social media, conducted in January and July), Character Q (400+ characters/properties across video games, movies, books, TV programs, and brand mascots, April and October), Hispanic Performer Q (250+ U.S. Hispanic-market celebrities, December), Dead Q (250-300 deceased celebrities, periodic), Kids & Moms Brand Q (children 6-14 and mothers, May/June), and Adult Brand Q (adults 18+, September/October). Each product includes demographic profiling by generational age, social-media usage, and household composition.

Name

Q Scores

Legal name

Marketing Evaluations, Inc.

Website

https://qscores.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Q Scores (Marketing Evaluations, Inc.) is a privately-held B2B research firm that measures consumer appeal of performers, brand ambassadors, influencers, characters, and brands for entertainment, brand-marketing, Hispanic-market, and family/children clients.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191)

akta.pro primary industry

Brand & Advertising Research (Brand Health, Copy Testing, Campaign Effectiveness) (MPAAALAG)

akta.pro secondary industries

Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs) (MPAAAFAH), Quantitative Research & Survey Analytics (Survey Design, Sampling, Statistical Modeling) (MPAAALAF)

Keywords

• Consumer research services
• Brand appeal measurement
• Celebrity analytics
• Market research
• Brand tracking

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Standard Annual Research Studies: Recurring annual research studies including Performer Q (January/July), Character Q (April/October), Hispanic Performer Q (December), Kids & Moms Brand Q (May/June), Adult Brand Q (September/October), and Dead Q (periodic). These standardized studies form the core recurring revenue stream.
2. Custom Research Services: Custom versions of all Q Score research conducted at any time in the U.S. International custom studies available in more than 40 countries. These are likely project-based or additional service fees.
3. International Research: International studies conducted on custom basis in Spanish-speaking countries and more than 40 countries worldwide.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Q Scores conducts standardized annual research studies and custom research services that quantify consumer recognition, familiarity, appeal (Q Scores), usage experience, and imagery associations for performers, celebrities, brand ambassadors, influencers, characters, intellectual properties, and brands. Research is executed via online surveys using nationally representative U.S. samples and is available on a custom basis internationally in 40+ countries, with senior staff interpretation included.

Product overview

Q Scores is a research analytics company offering a portfolio of specialized Q Score measurement products covering performers (celebrities, influencers), characters (mascots, intellectual properties), and brands (adult and kids/moms). The core offering consists of standardized annual studies—Performer Q, Character Q, Hispanic Performer Q, Dead Q, Adult Brand Q, and Kids & Moms Brand Q—supplemented by Custom Designed Research for tailored U.S. and international market studies. Each product uses online surveys with nationally representative samples to measure familiarity and appeal metrics, with senior research staff providing interpretive analysis.

Differentiator

Problem solved

Functional benefit

Brands

• Performer Q: Studies covering recognition and appeal of 900-1000 celebrities including TV, movies, sports, music, chefs, and social media personalities
• Character Q
• Hispanic Performer Q
• Dead Q
• Kids & Moms Brand Q
• Adult Brand Q
• Custom Designed Research

Products and services

• Performer Q Analyzes recognition and appeal (Q Scores) of 900-1000 celebrities across television, movies, sports, music, chefs, and social media categories, using nationally-representative samples of children, teens, and adults conducted online in January and July. Targeted at entertainment companies, talent agencies, and brand marketers.
• Character Q Measures recognition and appeal of 400 characters and properties across video games, movies, books, television programs, and brand mascots, with demographic profiling for children, teens, adults, mothers, and video game owners, conducted online in April and October.
• Hispanic Performer Q Measures recognition and appeal of 250+ celebrities likely to appeal to Hispanic consumers using a national sample of U.S. Hispanic households representing all levels of acculturation and country of origin, conducted online every December. Custom versions available in the U.S. and internationally in Spanish-speaking countries.
• Dead Q Tracks recognition and appeal of 250-300 deceased celebrities from all walks of life using nationally-representative samples of adults 18+. Custom versions available in the U.S.
• Kids & Moms Brand Q Annual study measuring familiarity, appeal, usage experience, and imagery associations for brands among children ages 6-14 and mothers of children in this age group, conducted in May/June with nationally representative samples.
• Adult Brand Q Annual study conducted in September/October measuring familiarity, appeal (Q Scores), usage experience, and imagery associations for brand logos in color among nationally representative samples of adults 18 and over. Custom and international versions available in 40+ countries.
• Custom Designed Research Tailored research offerings available for U.S. or international markets, with senior staff available at no additional cost to interpret and discuss research results beyond tabulated data.

Quantifiable outcome

• Nationally representative samples ensure statistical validity of consumer appeal measurements
• +1 more outcomes

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Numerator: Numerator provides consumer behavior and brand purchase data panels that inform brand strategy and consumer appeal decisions. Comparable as a panel-based recurring B2B research product, but with purchase/behavior data rather than awareness/appeal survey outcomes.
• Parrot Analytics: Parrot Analytics measures global demand for entertainment content and talent using digital demand signals — highly comparable to Q Scores' goal of quantifying audience appeal, but built on passive digital data rather than survey panels. A useful peer for tracking methodological convergence.
• Brandwatch (Cision): Brandwatch is a social listening and consumer intelligence platform measuring brand conversation, sentiment, and audience perception at scale. Methodologically distinct from Q Scores' survey approach but addresses the same buyer question — measuring audience appeal and brand health — through digital-first data.
• Relo Metrics: Relo Metrics measures the business value of sports and entertainment sponsorships and endorsements using media and audience data. Comparable to Q Scores in serving endorsement valuation decisions for entertainment properties and talent, but at the sponsorship ROI layer rather than consumer appeal layer.

Direct peers

• Morning Consult: Morning Consult runs high-frequency brand tracking and consumer intelligence products with proprietary panel methodology, comparable to Q Scores' recurring standardized studies and direct-to-enterprise B2B distribution model for brand and entertainment decision-makers.
• YouGov: YouGov is a global consumer research firm running large-nationally representative brand and consumer tracking panels. It is highly comparable to Q Scores in using survey-based appeal and brand-health measurement, with recurring syndicated products serving similar marketing-research buyers — making it the closest direct methodological peer.

Broad incumbents

• Nielsen: Nielsen is a dominant media and entertainment measurement incumbent, including TV ratings, audience measurement, and Gracenote content metadata. It overlaps with Q Scores' measurement of entertainment IP and audience appeal, but operates at vastly broader scale and scope across media, not niche celebrity/character measurement.
• Ipsos: Ipsos is a global market research incumbent with dedicated brand and advertising research practices, including influencer and celebrity appeal studies. It is a broader incumbent that overlaps with Q Scores in measuring brand and ad effectiveness but serves a far wider research portfolio across many industries.
• Kantar: Kantar operates the widely used BrandZ and equity/brand strength measurement franchises with global syndicated brand tracking. Comparable to Q Scores on measuring brand appeal and recognition, but Kantar is a much larger incumbent serving a broader portfolio of consumer insight use cases.

Others

• CreatorIQ: CreatorIQ is an influencer marketing platform that quantifies creator audiences and campaign outcomes. Adjacent to Q Scores' celebrity appeal work — both inform endorsement decisions — but operationalized as marketing software rather than syndicated survey research, making it more an ecosystem participant than a direct survey-research competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/QScores
• Facebookfacebook.com/Q-Scores-161525730524440
• LinkedInlinkedin.com/organization-guest/company/the-q-scores-company
• Instagraminstagram.com/theqscorescompany

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Q Scores