GreatRate Sweden AB

What GreatRate Sweden AB does

Origo Group, operating under the legal entity GreatRate Sweden AB, is a Swedish insights and survey research firm that delivers customer experience, brand, employee, market, and societal research for enterprise and public-sector clients across the Nordics. The company runs roughly 750 research projects per year, drawing on a respondent base of approximately 2 million annually, and reports a 98% client re-engagement rate with 30 years of operating history in the Swedish market. Named enterprise clients include Mölnlycke Health Care, Bjurfors, and TENA (Essity), with additional institutional work for public-sector bodies such as SKR (Sveriges Kommuner och Regioner) and Stockholm's public transport authority SL.

The firm's core product is 'Origo Live,' a proprietary real-time insights portal that allows clients to monitor survey results as data is collected, positioned as a differentiated reporting layer over traditional static survey deliverables. Supporting the portal is an in-house data collection infrastructure spanning online survey platforms and panel operations. Origo complements project delivery with a content-marketing engine — guides, webinars, case studies, and published trend reports (notably the 2026 AI report and a Generation Z study) — to drive inbound demand and reinforce authority.

Commercially, Origo operates on a project-based professional services model with quote-driven, custom engagement pricing rather than disclosed list rates or self-serve SaaS. The go-to-market is direct enterprise sales targeting horizontal segments (CX/CRM, HR, marketing/brand, and government), primarily in Sweden with active Nordic cross-border delivery. Revenue mechanics, ownership structure, headcount, and funding history are not disclosed in the input, and the firmographic header (1–10 employees, 2013 founding) is inconsistent with the 30-year operating profile of Origo Group, indicating a material data gap between legal-entity metadata and operational scale.

Name

GreatRate Sweden AB

Website

https://greatrate.se

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Origo Group (GreatRate Sweden AB) is a Swedish insights and survey research firm running 750 projects per year across 2 million respondents, serving enterprise and public-sector clients with customer, brand, employee, and market research via its proprietary Origo Live real-time portal.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Real-Time Decisioning & Next-Best-Action Engines (HDAAAHAK)

Keywords

• Survey research services
• Customer insights
• Market research
• Brand research
• Employee surveys

Headquarters

HQ city

Norrköping

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Research and Survey Services: Professional services revenue from conducting customer surveys, brand research, employee surveys, market research, and society research for corporate and institutional clients. Revenue is project-based, typically custom engagements with 750+ projects delivered annually.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

GreatRate Sweden AB operates as Origo Group, a Swedish insights and survey firm that designs and runs customer experience surveys, brand research, employee surveys and pulse measurements, market research, societal/public opinion research, and primary data collection for enterprise and public sector clients. Deliverables are produced through a proprietary real-time insights portal called Origo Live, allowing clients to follow results live and transform raw data into actionable decisions.

Differentiator

Problem solved

Functional benefit

Brands

• Origo Live: Real-time survey results portal where clients can follow results in real-time

Products and services

• Customer Surveys (Kundundersökning) Customer research engagements that measure satisfaction, customer experience, and loyalty for enterprise clients, with insights tied to strategic decisions in sales, training, communication, and innovation.
• Brand Research (Varumärkesundersökning) Brand tracking and brand perception studies that help organizations strengthen brand positioning and avoid common pitfalls in brand building.
• Society Research (Samhällsundersökning) Public opinion and societal research for municipalities, regions, and government agencies covering citizen feedback and policy-relevant topics.
• Employee Surveys and Pulse Measurement (Medarbetarundersökning och pulsmätning) Employee engagement surveys and pulse measurements for HR and internal communications teams seeking to understand and improve workplace satisfaction and culture.
• Market Research (Marknadsundersökning) Market research engagements for organizations that need market intelligence and competitive context to support strategic decisions.
• Data Collection (Datainsamling) Primary data collection services that gather responses at scale to support research programs across customer, brand, employee, market, and society studies.
• Origo Live Proprietary real-time survey results portal where clients follow results as they come in, transforming raw data into actionable insights via a fast, visually oriented interface.

Quantifiable outcome

• 98% client retention - 98% of clients want to hire Origo Group again

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered minor.

• BolagsverketminorOthersSwedish Companies Registration Office - shown as a partner logo on the website, likely as a data provider or regulatory partner for business verification services.
• SKR (Sveriges Kommuner och Regioner)minorOthersSwedish Association of Local Authorities and Regions - shown as a partner logo, indicating collaboration with public sector clients.
• IntersportminorOthersSports retail company - shown as a partner logo indicating retail sector client or survey collaboration.
• SL (Stockholms Lokaltrafik)minorOthersStockholm Public Transport - shown as a partner logo indicating public transport sector collaboration.
• EssityminorOthersHygiene and health company - shown as a partner logo and featured in case study with TENA brand for women's health research.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Kantar: Kantar is a global insights and consulting firm offering brand tracking, consumer research, and CX measurement. It provides overlapping capabilities to Origo's Swedish enterprise clients at a multinational level.
• NielsenIQ: NielsenIQ provides consumer measurement and analytics for retailers and FMCG companies worldwide. It competes with Origo for research budgets from CPG/retail clients like Essity and Intersport in the Nordic market.
• GfK: GfK is a global market research organization offering consumer intelligence and brand performance measurement. It serves many of the same Nordic enterprise clients as Origo on consumer insights engagements.
• Qualtrics: Qualtrics (SAP-owned) provides an enterprise experience management platform for surveys and CX analytics. It competes with Origo's Origo Live offering by enabling self-service survey infrastructure for the same enterprise buyers.
• Ipsos: Ipsos is one of the world's largest market research and public opinion firms with broad geographic coverage. It competes with Origo for enterprise research budgets at a global scale, serving many of the same Nordic enterprise clients.

Direct peers

• Norstat: Norstat is a Nordic-headquartered data collection and market research firm operating panels across Scandinavia. It is a direct peer in panel-based survey research serving enterprise clients.
• Dynata: Dynata is a global data and insights platform providing survey respondents and research services. It competes with Origo at the panel/data collection layer that underpins their 2 million respondents per year.
• Nepa: Nepa is a Nordic consumer insights company providing brand and media tracking surveys to enterprises. It competes closely with Origo's brand research and customer insights offerings in the same geography.
• Novus Group: Novus is a leading Swedish insights and opinion research firm offering surveys, brand tracking, employee research, and society studies. It directly competes with Origo Group in the Nordic enterprise research market with similar service breadth.
• Sentio Research: Sentio is a Scandinavian survey and opinion research firm operating across Norway, Sweden, and other Nordic markets. It directly competes with Origo in public opinion, customer, and employee surveys in the Nordic region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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 GreatRate Sweden AB