Norstat Danmark

What Norstat Danmark does

Norstat Danmark is a Copenhagen-based market research data collection company founded in 1997. It operates a panel-based data collection infrastructure with access to over 14 million verified respondents across 45 countries, supported by 22 local offices in Europe, North America, and South America. The company serves enterprise clients including Toyota, Schibsted, and Radiocentre, conducting approximately 19,000 research projects and 9 million interviews annually. Its core assets are consumer panels and verified B2B audiences, accessed through either full-service research support or sample-only panel access.

The company offers a hybrid platform-and-service architecture. Core service models include Full-service research and Sample-only panel access, complemented by technology modules such as MyNorstat (intelligent workspace), Norstat Live (self-service survey platform), Norstat Express (one-hour insights), Norstat Dashboards (real-time visualization), Norstat WebUX (UX testing), and Norstat Integrated Service. Sub-brands include TestingTime for coordinated participant recruitment and Norstat Quarterly Data for cross-country comparative analysis across 22 markets.

Norstat operates a sales-led go-to-market motion targeting both enterprise and mid-market customers through direct sales engagement, content marketing, LinkedIn presence, and case study distribution. Pricing is quote-based with two primary models: subscription-based full-service engagements and usage-based sample access. The company was recognized as a Børsen Gazelle in 2022, indicating rapid growth, and maintains a partnership with TestingTime for integrated participant recruitment.

Name

Norstat Danmark

Legal name

Norstat

Website

https://norstat.dk

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Norstat Danmark is a Copenhagen-based market research data collection company operating a network of 14 million verified respondents across 45 countries. It provides full-service research, sample-only panel access, and self-service platforms serving enterprise and mid-market clients in automotive, media, and B2B sectors.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Research and Public Opinion Polling (54191)

akta.pro primary industry

Industry & Sector Research (Syndicated/Custom) (BPAHALAE)

Keywords

• Market research services
• Data collection
• Consumer panels
• Survey sampling
• Online survey platform

Headquarters

HQ city

Copenhagen

HQ country

Denmark

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 Data Collection Services: Norstat generates revenue through providing access to consumer panels and conducting market research data collection. Services range from full-service support (complete project management) to sample-only access (panel access only). The company charges for interview completions and project-based research services across various methodologies.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Norstat Danmark collects market research data on behalf of clients through proprietary consumer and B2B panels, delivering quantitative and qualitative fieldwork projects. Its portfolio spans full-service research, sample-only delivery, self-service survey tools, real-time tracking dashboards, and a respondent-recruitment marketplace, serving research buyers across multiple European markets.

Product overview

Norstat is a data collection and market research company operating a platform-plus-modules architecture. The core offering consists of consumer and B2B panel access for market research data collection, available through Full-service (full support) or Sample-only (panel access only) service models. Key platform products include MyNorstat (intelligent workspace) and Norstat Live (self-service platform). Add-on modules include Norstat Express (one-hour insights), Norstat Dashboards (real-time visualization), Norstat WebUX (UX testing), and Norstat Integrated Service (data optimization). The company also offers TestingTime for coordinated participant testing, and Norstat Quarterly Data for cross-country comparative analysis across 22 countries. The portfolio covers 45 countries with access to over 14 million respondents through 22 local offices.

Differentiator

Problem solved

Functional benefit

Brands

• Norstat Express: Indsigt inden for en time (Insight within an hour)
• Norstat Dashboards
• Norstat WebUX
• Norstat Integrated Service
• Norstat Live
• MyNorstat
• TestingTime

Products and services

• Full-service market research End-to-end managed research projects in which Norstat designs, fields, and delivers consumer or B2B survey data for client insight teams.
• Sample-only delivery Standalone supply of survey respondents from the Norstat consumer and B2B panels against client-provided questionnaires and screening criteria.
• Norstat Express Self-service survey tool allowing research buyers to field questionnaires quickly to the Norstat panel.
• Norstat Live Real-time tracking solution that delivers continuously updated survey results through live dashboards.
• Norstat Dashboards Interactive dashboards for visualizing survey and tracking data collected via Norstat panels.
• MyNorstat Online client portal for managing projects, accessing panel services, and viewing results.
• Norstat WebUX Specialized tool for conducting user experience and usability research through the Norstat panel.
• Norstat Integrated Service Integrated fieldwork service combining multiple Norstat capabilities into a single managed engagement for clients.
• Norstat Quarterly Data Subscription-based quarterly syndicated data product delivering periodic consumer survey results.
• Consumer panels (Forbrugerpaneler) Recruited consumer panels in Denmark used as the respondent base for client survey projects.
• B2B audiences (B2B-målgrupper) Recruited B2B respondent audiences used for surveying professionals and decision-makers.
• TestingTime Respondent recruitment marketplace for finding and scheduling participants for qualitative research studies such as interviews and usability tests.

Quantifiable outcome

• 9 million interviews conducted for customers last year
• +2 more outcomes

Named customers3 records

Segments9 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• TestingTimeminorStrategic or Co-development PartnerTestingTime is listed as a coordinated testing partner under Norstat's solutions. TestingTime provides coordinated test participant coordination that integrates with Norstat's panel and data collection infrastructure.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Dynata: Dynata is one of the largest first-party data and panel providers globally, offering consumer and B2B sample access through both self-service platforms and full-service. Directly comparable to Norstat in panel-based data collection and the platform-plus-service model.
• Toluna: Toluna operates an online consumer panel spanning 35+ countries with self-service and full-service delivery. Closely mirrors Norstat's panel access, country footprint, and dual full-service / sample-only GTM.
• YouGov: YouGov operates one of the world's largest online research panels with strong European coverage and syndicated products (YouGov BrandIndex). Overlaps Norstat on panel data collection, syndicated tracking, and public opinion polling.
• Cint: Cint runs a global panel exchange (Cint Marketplace) connecting researchers to consumer panels. Directly comparable on the panel/sample-supply layer and self-service platform business.
• Bilendi: Bilendi provides online panel access and data collection services across Europe, with a similar dual-tier offering (full-service + sample). One of the closest mid-cap direct competitors to Norstat's panel and European footprint.

Broad incumbents

• GfK (NIQ): GfK, now part of NielsenIQ, is a global research firm with consumer panels and market intelligence offerings. A broad incumbent that competes in adjacent data collection and panel-based research layers.
• Ipsos: Ipsos is a top-tier global market research firm with extensive proprietary panels and full-service research capabilities. Overlaps with Norstat on panel data collection and syndicated research, but addresses a much broader analytical and consulting portfolio.
• Kantar: Kantar is a global insights and analytics leader with proprietary panels and a wide suite of brand and consumer research products. Competes with Norstat on enterprise panel access but at much greater scale and scope.

Emerging players

• QuestionPro: QuestionPro offers online survey software and access to research panels, with self-service and full-service tiers. Comparable at the platform-plus-panel layer, particularly for mid-market and self-service buyers.
• Prolific: Prolific is a fast-growing online participant pool focused on academic and high-quality research respondents. A more digitally-native, self-service challenger threatening the same panel-based data collection market Norstat serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/norstat
• Xx.com/norstatgroup

Revenue estimate

Valuation estimate

Number of profiles

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 Norstat Danmark