Datum International
Datum International is a privately held Peruvian market research and public opinion firm founded in 1980 that delivers electoral polling, government approval tracking, and consumer research to government, media, and corporate clients in Peru using proprietary digital methodologies.
- Company typePrivate
- Founded1980
- HeadquartersLima, Peru
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Datum International does
Datum International is a privately held Peruvian market research and public opinion firm founded in 1980 and headquartered in Lima. The company provides B2B research services to the Peruvian government, media organizations, and corporate clients, with a core offering built around national public opinion surveys, electoral polling (vote intention, quick counts, exit polls), government approval tracking, current affairs studies, and consumer/brand research. Datum monetizes through custom, quote-based project engagements and recurring subscriptions for continuous opinion tracking, selling primarily through a sales-led, consultative B2B motion.
The company's underlying technology stack consists of eight proprietary research methodologies: Digital Listening (web/social conversation analysis), Behavioral Data (passive cross-screen behavioral collection), Online Communities, Online Surveys, Online Focus Groups, Face Reader (facial expression/emotion analysis), Digital Diary, and Audiomatching. These methodologies are deployed within Peru's primary market and extended internationally through memberships in WIN, ESOMAR, GRBN, WAPOR, and APEIM. The firm holds ISO 20252 certification as an international quality benchmark for market research operations.
Datum operates with 11-50 employees under CEO Urpi Torrado, with a director-level leadership structure covering Studies, Business Intelligence, Projects, Data Analysis, Consumer Knowledge, and Operations. Its distribution model combines direct enterprise sales with media-driven earned visibility, notably through a partnership with El Comercio for electoral survey publication. The firm is not venture-backed and shows no disclosed M&A or funding activity, consistent with a mature, cash-generative incumbent whose principal growth levers are methodology expansion, international association leverage, and brand-led positioning in Peru's political and consumer research markets.
Datum International firmographics
Firmographics- Name
- Datum International
- Legal name
- Datum Internacional
- Website
- https://datum.com.pe
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Datum International is a privately held Peruvian market research and public opinion firm founded in 1980 that delivers electoral polling, government approval tracking, and consumer research to government, media, and corporate clients in Peru using proprietary digital methodologies.
- Ownership category
- akta.pro rank
Datum International industry classification
Industry- Product category
- Market Research Services
- NAICS
- Marketing Research and Public Opinion Polling (54191)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Industry & Sector Research (Syndicated/Custom) (BPAHALAE)
- akta.pro secondary industries
- Social & Digital Insights (Social Listening, Online Community Research) (MPAAALAK), B2B / Industrial Market Research (MPAAALAA)
Keywords
Where Datum International is headquartered
LocationHeadquarters
- HQ city
- Lima
- HQ country
- Peru
- HQ region
- Latin America
Offices1 record
Markets served
Datum International business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Market Research Services: B2B services including public opinion polls, electoral studies, consumer research, and corporate market studies. Services are delivered to government agencies, media outlets, and private companies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Custom enterprise research services |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Datum International product offering
Product offeringCore offering
Datum International provides B2B market research and public opinion services in Peru, delivering electoral polling, public opinion studies, consumer research, and corporate market studies. The company applies a portfolio of proprietary digital research methodologies—including Digital Listening, Behavioral Data, Online Communities, Online Surveys, Online Focus Groups, Face Reader, Digital Diary, and Audiomatching—to transform data into actionable insights for government agencies, media organizations, and private sector clients.
Product overview
Datum International is a Peruvian market research and public opinion company offering a comprehensive portfolio of research methodologies and services. The company provides multiple interconnected methodologies including Digital Listening, Behavioral Data collection, Online Communities, Online Surveys, Online Focus Groups, Face Reader, Digital Diary, and Audiomatching. These methodologies support their core research services in public opinion, electoral studies, popularity tracking, current affairs analysis, and in-depth thematic studies. The company has over 40 years of experience conducting studies in Peru and various countries, backed by ISO 20252 quality certification.
Differentiator
Problem solved
Functional benefit
Products and services
- Digital Listening Digital intelligence methodology that listens to and analyzes spontaneous conversations on the web to discover insights beyond traditional metrics, for clients seeking to understand online sentiment and trends.
- Behavioral Data Passive online behavioral data collection methodology, conducted with prior consent, that observes online behavior across multiple screens to provide behavioral insights for client research engagements.
- Online Communities (Comunidades Online) Online community methodology that investigates target audiences in an agile and dynamic way, obtaining expert insights through ongoing digital engagement with consumer panels.
- Online Surveys (Encuestas Online) Online survey methodology that eliminates intermediaries and bias, providing precise quantitative results in a short time for client research projects.
- Online Focus Groups (Focus Group Online) Qualitative analysis methodology where target groups exchange views and interact through a digital platform for emotional and attitudinal research.
- Face Reader Facial expression analysis technology used to understand emotions and reactions of research participants in qualitative studies.
- Digital Diary Digital diary methodology for capturing consumer behaviors, experiences, and feedback over time through structured longitudinal participant entries.
- Audiomatching Audio matching methodology that applies audio analysis for research applications, such as identifying audio content in media or participant submissions.
- Public Opinion Study (Estudio de Opinión Pública) National urban and rural public opinion survey service that measures the sentiment of Peruvians, covering government approval, national conjuncture, economy, and topics of national interest for media, government, and corporate clients.
- Electoral Studies (Estudios Electorales) Electoral studies service including vote intention surveys, quick counts, and exit polls for Peruvian elections, delivered to political campaigns, media, and government clients.
- Current Affairs Studies (Estudios de Coyuntura) Current affairs studies service covering economic conditions, political developments, and conjuncture analysis for clients needing timely situational insights.
- Popularity Studies (Estudios de Popularidad) Government and political leader approval rating and popularity tracking service, providing longitudinal measurement of public approval for political figures.
- In-depth Thematic Studies (Estudios de Temas de Fondo) In-depth thematic studies service covering international topics and fundamental societal issues for clients requiring deeper qualitative analysis on specific subjects.
Companies that use Datum International
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Datum International technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
Datum International partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- WIN (World Independent Network)coreInternational association of independent market research companies that allows global research capabilities and sharing of innovation trends.
- APEIM (Asociación Peruana de Empresas de Investigación de Mercados)corePeruvian market research association providing local industry representation and best practice standards.
- ESOMARcoreGlobal association for market research professionals enabling access to international standards and methodologies.
- GRBN (Global Research Business Network)coreInternational network of independent research firms providing global reach and best practice sharing.
- ANDAminorPeruvian market research association for industry networking and professional development.
- WAPOR (World Association for Public Opinion Research)coreInternational association specializing in public opinion research methodology and standards.
- UN Global CompactminorUN sustainability initiative demonstrating commitment to responsible business practices.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Datum International competitors and assessment
Company assessmentDirect peers
- Ipsos: Global market research and public opinion firm with a long-established Ipsos Peru operation covering consumer, electoral, and corporate research. Directly comparable on methodology breadth, client mix (government/media/corporate), and ISO-grade research standards.
- CCR Consultores: Peruvian polling and public opinion consultancy active in electoral and political research. Directly competes with Datum on Peruvian government and media polling contracts.
- Arellano Investigación de Marketing: Peruvian consumer and marketing research firm serving major corporate accounts in Peru. Comparable in B2B service model, consumer insight focus, and corporate client segment.
- Apoyo (Apoyo Opinión y Mercado): Peruvian consulting and market research firm historically competing with Datum in public opinion polling and corporate studies. Closest domestic direct competitor in Lima with overlapping customer segments.
- Kantar: Global research and insights group with consumer, brand, and media research capabilities delivered locally in Peru. Comparable on B2B client base, syndicated/custom research mix, and methodology depth.
Broad incumbents
- NielsenIQ: Global consumer measurement and analytics giant with retail and CPG research operations in Latin America. Overlaps with Datum in consumer insights and brand tracking, but operates as a broader incumbent rather than a Peru-focused pollster.
Regional players
- Mitofsky (Consulta Mitofsky): Mexico-based public opinion and electoral polling firm covering Latin America. Comparable in electoral methodology and media-facing public opinion work, but primarily Mexican rather than Peruvian.
- Cifras y Conceptos: Colombian polling and market research firm with strong electoral and public opinion practice. Comparable on public opinion methodology and political research, but focused on Colombia/Andean region rather than Peru.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights5 records
Customer concentration
Datum International social profiles
Digital presenceDatum International compliance and trust
Trust signalCompliance1 record
Datum International financial estimates
Financial estimateRevenue estimate
Valuation estimate
Datum International leadership team
Management profileNumber of profiles
Profiles8 records
Datum International funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Datum International 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 Datum International
What does Datum International do?
Datum International provides B2B market research and public opinion services in Peru, delivering electoral polling, public opinion studies, consumer research, and corporate market studies. The company applies a portfolio of proprietary digital research methodologies—including Digital Listening, Behavioral Data, Online Communities, Online Surveys, Online Focus Groups, Face Reader, Digital Diary, and Audiomatching—to transform data into actionable insights for government agencies, media organizations, and private sector clients.
Is Datum International a public or private company?
Datum International is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Datum International founded?
Datum International was founded in 1980. It employs 11 to 50 people.
Where is Datum International based?
Datum International is headquartered in Lima, Peru, in the Latin America region.
How does Datum International make money?
One revenue line is on record: market Research Services.
Who are Datum International's main competitors?
Direct peers on record are Ipsos, CCR Consultores, Arellano Investigación de Marketing, Apoyo (Apoyo Opinión y Mercado) and Kantar. NielsenIQ is listed as a broad incumbent. Regional players are Mitofsky (Consulta Mitofsky) and Cifras y Conceptos.
Does Datum International have an API?
No public API is recorded for Datum International.
What industry is Datum International in?
Datum International's product category is Market Research Services. Its primary akta.pro industry code is BPAHALAE, Industry & Sector Research (Syndicated/Custom), with a secondary code of MPAAALAK, Social & Digital Insights (Social Listening, Online Community Research). Its NAICS code is 54191 and its SIC code is 7310.