What EyeReply does

EyeReply ApS is a privately held Danish UX research and communication testing consultancy founded around 2015 and headquartered at a co-working space in Copenhagen (Amagerfælledvej 106). The company helps organizations ensure their customer communications and digital self-service solutions are correctly understood the first time, using a proprietary triangulated methodology that combines eyetracking, effect measurement, and qualitative depth interviews to produce a holistic view of what customers see, do, and why they react as they do. Core service lines include the Klassisk brugertest, Kvalitetstjek af kunderejsen, Fællesoffentlig brugertest (Joint Public Sector User Test), Strategisk arbejde med kritiske kunderejser, Foranalyse, Prototypetest, In-store testing, and Rekruttering og lab (participant recruitment and lab facilities).

The company serves Denmark's largest organizations across banking and financial services (Nordea, Nykredit, NREP), insurance and pension (Gjensidige, Tryg, PensionDanmark, STPK), telecommunications, transport, NGOs, and a broad set of Danish public authorities and municipalities, with named engagements including Digitaliseringsstyrelsen, Rigsrevisionen, Færdselsstyrelsen, Styrelsen for IT og Læring, the Danish Healthcare System, Copenhagen Municipality, and Erhvervsstyrelsen. EyeReply operates a sales-led GTM, offering non-binding presentations to prospective clients, and reaches public sector buyers through the SKI 02.14 (IT Consultants) framework agreement, which enables direct procurement without tendering. Revenue is generated through project-based professional services engagements; pricing is quote-based and not publicly disclosed. The company markets primarily through thought leadership content, an active LinkedIn, Facebook, and Instagram presence, an email newsletter, and its proprietary IndsigtSaloner (Insight Salon) event series in Copenhagen.

Operationally, EyeReply has accumulated 250+ projects, 300+ completed surveys, and 200+ public sector user tests over 10+ years, and positions itself on rapid turnaround (delivery in days rather than months) and full-service execution from participant recruitment through final report and recommendations. The company co-developed the methodology for the Fællesoffentlig Brugertest with Digitaliseringsstyrelsen and KL in 2015, embedding itself in the regulatory standard that all new Danish public digital self-service solutions must satisfy. EyeReply is founder/management-owned with no disclosed institutional investors, funding rounds, or parent company.

Name

EyeReply

Legal name

EyeReply ApS

Website

https://eyereply.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

EyeReply is a Danish UX research and communication testing consultancy founded around 2015 in Copenhagen that uses a triangulated eyetracking, effect measurement, and interview methodology to help Denmark's largest banks, insurers, pension funds, and public authorities optimize customer communications and digital self-service solutions.

Ownership category

akta.pro rank

Product category

UX Research & Communication Testing Services

NAICS

Marketing Research and Public Opinion Polling (54191)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Survey, Panel & Fieldwork Services (BPAHALAJ)

Keywords

• UX research services
• User testing services
• Communication testing
• Eyetracking research
• Customer experience optimization

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. Professional UX Research and Testing Services: EyeReply generates revenue through professional consulting services focused on UX research, communication testing, and customer experience analysis. The company delivers tailored investigations, user tests, and strategic advisory services to organizations seeking to optimize customer communications and digital solutions. Revenue is derived from project-based engagements and testing services.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

EyeReply is a Danish UX research and communication testing consultancy that helps organizations test and optimize customer-facing communications and digital solutions. Its core service is built on a proprietary triangulated method combining eyetracking, effect measurement, and in-depth qualitative interviews to deliver actionable insights within days. The company serves large Danish organizations across financial services, insurance, pension, telecom, transport, NGO, and public authority segments, offering full-service projects from participant recruitment through to report delivery.

Product overview

EyeReply is a UX research and communication testing consultancy offering a portfolio of services centered on a unique triangulated methodology combining eyetracking, effect measurement, and qualitative depth interviews. The core offering consists of three main service areas: (1) Målret kommunikation og kundeoplevelser (Targeted Communication and Customer Experiences) including the Klassisk brugertest, Kvalitetstjek af kunderejsen, and Fællesoffentlig brugertest; (2) Omkostningsminimere og optimere processer (Cost Reduction and Process Optimization) including Foranalyse, Prototypetest, and optimization services; and (3) Øg kundeforståelsen i organisationen (Customer Understanding) including target audience analysis and customer journey work. Supporting services include Rekruttering og lab (recruitment and lab facilities), In-store service testing, and strategic journey work. For public sector clients, services are available through SKI 02.14 procurement agreement. The company emphasizes rapid delivery of results within days through streamlined processes developed over more than 10 years of experience, delivering over 300 completed investigations and 250+ projects.

Differentiator

Problem solved

Functional benefit

Products and services

• Klassisk brugertest (Classic User Test) Traditional usability testing service that evaluates specific flows and documents whether solutions work in practice, identifying barriers and delivering actionable insights for experience improvement.
• Kvalitetstjek af kunderejsen (Customer Journey Quality Check) Omnichannel analysis examining both digital and physical communication across the entire customer journey to identify where the journey breaks and how to create clearer, more cohesive experiences.
• Strategisk arbejde med kritiske kunderejser (Strategic Critical Customer Journey Work) Strategic quality work identifying critical parts of the customer journey where challenges arise, helping eliminate barriers for a seamless and effective experience with prioritized recommendations.
• Fællesoffentlig brugertest (Joint Public Sector User Test) Standardized user testing for Danish public digital self-service solutions (e.g., borger.dk, virk.dk) ensuring compliance with minimum usability standards set by the Digitaliseringsstyrelsen, with requirements of 80% task success and minimum 4/5 satisfaction.
• Rekruttering og lab (Recruitment and Lab) User panel and recruitment services providing access to test participants across Denmark, with facilities available in Copenhagen physical lab, digital weblab, or client location, plus methodology consulting.
• In-store service In-store testing service analyzing how consumers experience products and messaging in retail environments, evaluating packaging, shelf placement, and in-store communication through the triangulated methodology.

Quantifiable outcome

• Support calls reduced from 6,000 expected to only 50 actual calls for a trade union informing members about payment terms
• +3 more outcomes

Named customers21 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Digitaliseringsstyrelsen (Danish Digitalisation Agency) and KLcoreStrategic or Co-development Partner · 1 January 2015EyeReply assisted Digitaliseringsstyrelsen and KL in developing the methodology for the Joint Public Sector User Test in 2015. This collaboration established the company's expertise in public sector usability testing and positioned them as architects behind the methodology that all new public digital self-service solutions must pass.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• UserTesting: Global SaaS platform for UX research and user testing, offering both self-service and full-service studies. Directly comparable to EyeReply as a UX research provider, though more platform-oriented and at significantly larger scale.
• Nielsen Norman Group: World-leading UX research and consulting firm offering user research, usability testing, and evidence-based design guidance. Directly comparable to EyeReply's triangulated UX research methodology but operating at global scale.
• Baymard Institute: Independent UX research firm specializing in e-commerce usability research with large proprietary benchmark datasets. Comparable to EyeReply as a research-driven consultancy whose methodology produces actionable, evidence-based insights.
• UserZoom (now part of UserTesting/Merative): Enterprise UX research platform providing user testing, surveys, and analytics. Now part of UserTesting; directly comparable in offering enterprise-grade UX research as a managed service.

Broad incumbents

• Implement Consulting Group: Major Nordic management consulting firm with a digital and customer experience practice. Comparable to EyeReply in serving Nordic enterprise and public sector clients on customer experience and digital transformation, though broader in scope.

Emerging players

• Lookback: UX research platform for moderated and unmoderated user testing with live observation and recording. Comparable in offering user testing services, though more platform-focused than EyeReply's full-service model.
• UXtweak: UX research platform offering usability testing, tree testing, and card sorting tools. Comparable to EyeReply in user testing services, targeting enterprise UX research with broader geographic reach.
• Maze: Continuous UX research platform for prototype testing, surveys, and product analytics. Comparable to EyeReply's prototype testing and user research services, but positioned as a self-service software platform.

Regional players

• Analyze Danmark: Danish market research and analysis firm providing consumer insights, surveys, and fieldwork. Comparable to EyeReply as a Danish research firm with similar enterprise and public sector clients, though broader in scope beyond UX.
• Epinion: Danish-origin research and consulting firm offering customer insights, market research, and analytics. Comparable to EyeReply as a Nordic research consultancy serving enterprise clients across multiple verticals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Eyereply
• LinkedInlinkedin.com/company/eyereply
• Instagraminstagram.com/eyereply

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 EyeReply