Market And Media Research

What Market And Media Research does

Maskína (legal name Maskína, operating as Market And Media Research) is an Icelandic market research firm founded in 2006 and headquartered at Laugavegi 25, 101 Reykjavík. The company delivers survey-based research services across four audience segments: general public opinion, business customers, employees, and executives, plus a specialized continuous political polling product tracking party support for the Icelandic parliament (Alþingi). Methodologically the firm operates a conventional survey platform — sample design, questionnaire execution, and analysis are conducted by an in-house team using Excel and SPSS, with no proprietary software platform or AI components disclosed.

The business model is professional services: custom engagements sold directly to Icelandic businesses, government bodies, and public institutions, with pricing quoted per project rather than published. The firm is ESOMAR-member, signaling adherence to international research ethics standards, and leverages regular Icelandic media coverage of its political polling results as a primary demand-generation channel alongside Facebook and LinkedIn. Revenue is not publicly disclosed and no funding rounds, M&A, or parent-company involvement have been recorded.

The organization is small — 9 staff members led by CEO Þóra Ásgeirsdóttir, with a director of market research (Ólafur Þór Gylfason), a head of data collection and processing (Ásmundur Pálsson), two business managers, and four specialists. Geographic scope is strictly domestic Iceland, and the firm is privately held with no disclosed ownership structure beyond independent management.

Name

Market And Media Research

Legal name

Maskína

Website

https://mmr.is

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Maskína is a Reykjavík-based, 9-person Icelandic market research firm founded in 2006, offering survey-based public opinion, customer, employee, and executive research, plus continuous political polling for the Alþingi, to Icelandic businesses, government, and public institutions.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

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

akta.pro industry

PRIMARYMPAAALAL

Competitive & Market Intelligence (Competitive Tracking, TAM/SAM/SOM)

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Market Research & Consumer Insights

Keywords

• Market research services
• Public opinion polling
• Customer satisfaction surveys
• Employee engagement surveys
• Political polling

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Services: Custom market, service, and employee research services provided to businesses, government entities, and public institutions. Revenue derived from survey-based research engagements, polling services, and consulting engagements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Market And Media Research (Maskína) is an Icelandic market research firm that designs, conducts, and analyzes custom survey research across four audience segments — the general public, business customers, employees, and executives — using statistical tools such as Excel and SPSS. The firm also produces recurring political polling tracking party support for the Althingi (Icelandic Parliament), serving businesses, government bodies, and public institutions in Iceland with project-based, professionally delivered research services.

Product overview

Maskína operates as a market, service, and employee research company offering four core survey products targeting different audience segments: public opinion surveys (almennningur), customer surveys (viðskiptavinir), employee surveys (starfsfólk), and executive surveys (stjórnendur). The company also provides specialized political polling tracking party support in the Icelandic parliament (Alþingi). These products are offered as standalone survey services rather than a unified software platform, with data collection and analysis conducted by the company's team of specialists using tools such as Excel and SPSS.

Differentiator

Problem solved

Functional benefit

Products and services

• Public Opinion Surveys (Kannanir meðal almenningur) Survey research conducted among the Icelandic general population to measure attitudes, behaviors, and perceptions on a range of topics. Designed for businesses, government bodies, and public institutions that need representative public opinion data.
• Customer Surveys (Kannanir meðal viðskiptavina) Custom customer satisfaction and experience surveys that measure client perceptions and service quality. Targeted at Icelandic businesses and organizations seeking NPS-style measurement and customer feedback.
• Employee Surveys (Starfsmannakannanir) Employee engagement and workplace satisfaction surveys covering organizational climate and engagement. Delivered for Icelandic employers and HR functions needing independent employee voice data.
• Executive Surveys (Kannanir meðal stjórnenda) Surveys targeting executives and management-level decision-makers to capture leadership perspectives and support strategic decision-making. Targeted at Icelandic organizations needing data-driven executive insights.
• Althingi Party Support Tracking (Fylgi flokka á Alþingi) Continuous political polling and analysis tracking support for Icelandic parliamentary (Althingi) parties. Delivers regular public opinion results on party preferences for Icelandic media, government, and political stakeholders.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• ESOMARcoreOthersESOMAR is the global association for market, social, and opinion research. Maskina displays the ESOMAR association badge on their website, indicating membership and adherence to international research standards. This membership provides credibility and ensures compliance with global research ethics and methodology standards.

Scale indicators1 record

Recent moves3 records

Direct peers

• Prósent: Prósent is an Icelandic market and social research firm also serving public, customer, and employee research needs within Iceland. It is the closest direct competitor to Maskína in the domestic market research space.
• Capacent (now part of Gallup): Capacent was an Icelandic market and opinion research firm; it is closely comparable in offering (customer/employee/public research) and geographic focus to Maskína, and represents the same niche consultancy model in the Icelandic market.
• Gallup Iceland: Gallup Iceland operates regular political and public opinion polling for the Icelandic market under the global Gallup brand, directly competing with Maskína's Alþingi tracking product and broader public survey work.

Broad incumbents

• Ipsos: Ipsos is one of the world's largest market research firms offering public opinion polling, customer and employee research across global markets. It is a broader incumbent that competes with Maskína both for multinational clients seeking Icelandic fieldwork and for enterprise survey budgets.
• Mintel: Mintel is a global market intelligence firm providing consumer research, product research, and trend analysis. It is a broader incumbent in the broader consumer/market research category that Maskína serves.
• NielsenIQ: NielsenIQ is a global consumer research and measurement firm providing market intelligence to consumer goods companies and retailers. It competes for the same enterprise budget pool that funds much of Maskína's customer and market research work.
• Gallup (global): Gallup is a global analytics and advisory company specializing in public opinion polling and employee engagement research — the two areas where Maskína concentrates — making it a relevant broader incumbent reference point.
• Kantar: Kantar is a global research, data, and analytics company covering consumer, customer, and employee insights. As a broad incumbent it overlaps with Maskína's customer and employee research offerings at the enterprise end of the market.

Emerging players

• YouGov: YouGov operates a global online panel and offers public opinion polling and brand tracking, including coverage of Icelandic consumers. It represents an emerging digital-panel model that competes with traditional survey-based research firms like Maskína.

Regional players

• ZEF Analysis: ZEF is an Icelandic analytics and research-oriented firm that overlaps with Maskína in serving Icelandic enterprises with data and analysis services, including market and customer insight work in the domestic market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/MaskinaRannsoknir/?fref=ts
• LinkedInlinkedin.com/company/mmris

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Market And Media Research