PanelWizard Direct

What PanelWizard Direct does

PanelWizard Direct, founded in 2001 and headquartered in Haarlem/Groningen, Netherlands, operates one of the country's longest-established online consumer research panels for quantitative market and opinion research. The core asset is a proprietary ISO 20252-certified access panel of approximately 33,000+ active Dutch residents aged 16 and over, with a reported 70% average response rate and supporting specialty panels including Kidspanel (ages 6–15 via parent accounts) and a B2B Panel for professional decision-makers. The company is a wholly-owned subsidiary of Kien Onderzoek, sharing group-level certification and operational infrastructure while operating its own research services brand.

The company's commercial offering is organized around four custom research services — PR-onderzoek (PR research designed for media pickup), Opinie onderzoek (opinion polling), Imago onderzoek (brand image research), and Doelgroeponderzoek (target group research) — delivered on a quote-based, project-specific model. A second revenue layer consists of subscription-based industry trackers: Monitor Dating, Monitor Energie, Monitor Autoverzekeringen, Monitor Telecom, Monitor Goede Doelen (covering 63 Dutch charities), and Monitor Attractieparken/Dierenparken. Deliverables include online dashboards with crossing/filtering, written reports, press releases, and SPSS/Excel data exports. The underlying platform is a proprietary in-house panel management and survey delivery system with built-in screening, behavioral quality controls, and reward management (€0.10 per completed question, paid biannually).

Customer-side dynamics include named enterprise clients such as ABN AMRO, ASN Bank, and Triodos Bank for opinion and PR work, Diabetes Fonds and Unox for brand/cause campaigns, and OSW for mobility research, with new project work continuing across banking, health, automotive, food, and social-policy topics. Panel member acquisition combines direct website registration, a referral program, and partnerships with 50+ Dutch charities and associations (Rode Kruis, War Child, Ronald McDonald Kinderfonds, etc.). The company holds ISO 20252 certification (including the access panels annex), is an ESOMAR member, and is a member of the Dutch Data & Insights Network. Headcount is in the 11–50 range, and no public funding, M&A, or international expansion signals were identified in the available data.

Name

PanelWizard Direct

Legal name

PanelWizard Direct

Website

https://panelwizard.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

PanelWizard Direct is a Netherlands-based, ISO 20252-certified online market research panel of approximately 33,000 Dutch consumers, founded in 2001. It delivers custom quantitative research, opinion polls, PR research, image studies, and subscription-based industry monitors to enterprise clients, NGOs, and government bodies, and is a subsidiary of Kien Onderzoek.

Ownership category

akta.pro rank

Product category

Online Market Research

NAICS

Marketing Research and Public Opinion Polling (54191)

SIC

Services-Management Consulting Services (8742)

akta.pro industry

PRIMARYBPAHALAJ

Survey, Panel & Fieldwork Services

Business & Public Services/Professional Services (Legal, Accounting, Consulting)/Research, Analytics & Expert Services

Keywords

• Online market research
• Consumer research panel
• Opinion polling
• Brand image research
• Industry tracking monitors

Headquarters

HQ city

Haarlem

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Research Services: PanelWizard charges fees for commissioned quantitative research projects delivered to B2B clients (corporations, NGOs, government agencies). Projects include PR research, opinion polls, customer surveys, and image research. Pricing is quote-based and project-specific.
2. Industry Monitor Subscriptions: PanelWizard (with parent company Kien Onderzoek) offers subscription-based industry monitors in sectors including dating, energy, car insurance, telecom, and charitable causes. Clients subscribe to receive recurring benchmark data.
3. Panel Member Recruitment: Organizations (clubs, associations) can recruit panel members through PanelWizard's referral system, generating revenue from new member acquisition and ongoing survey participation.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

PanelWizard Direct operates an ISO 20252-certified online research panel of approximately 33,000 active Dutch members aged 16 and above, enabling commissioned quantitative market research for B2B clients. The company delivers custom research services (PR research, opinion research, brand image research, target group research) and subscription-based continuous industry monitors covering dating, energy, car insurance, charities, telecom, and attractions. Reports are delivered as online dashboards with crossing/filtering, written highlights, press releases, and SPSS/Excel data exports.

Product overview

PanelWizard Direct operates as an online market research panel platform, functioning as part of Kien Onderzoek. The core offering is the PanelWizard Access Panel with approximately 33,000 active Dutch members. The company provides research services including PR-onderzoek, Opinie onderzoek, Imago onderzoek, and Doelgroeponderzoek. Specialty panels include Kidspanel for children aged 6-15 and a B2B Panel for professional audiences. The product portfolio also includes a suite of continuous tracking monitors: Monitor Dating, Monitor Energie, Monitor Autoverzekeringen, Monitor Goede Doelen, Monitor Attractieparken/Dierenparken, and Monitor Telecom. An engagement program (PanelWizard Maand Quiz) drives panel participation. Reports are delivered in multiple formats including online dashboards, written reports, highlight presentations, press reports, and data files.

Differentiator

Problem solved

Functional benefit

Products and services

• PanelWizard Access Panel An online research panel with approximately 33,000 active members (as of 2020) enabling quantitative market research through online questionnaires. Panel members aged 16+ in the Netherlands can participate in surveys and earn rewards.
• Kidspanel A child panel allowing children aged 6-15 years to participate in age-appropriate online questionnaires, with parents managing participation through their own accounts.
• B2B Panel A business-to-business panel for reaching professional audiences and B2B research segments.
• Monitor Dating A continuous tracking monitor providing insights into the dating market, including dating sites and apps, covering metrics such as awareness, usage, consideration, and preferences.
• Monitor Energie A continuous monitoring service tracking consumer attitudes, switching behavior, and brand performance in the Dutch energy market.
• Monitor Autoverzekeringen A monthly tracker monitoring the Dutch car insurance market, covering brand awareness, consideration, preference, NPS, pricing, and service quality.
• Monitor Goede Doelen A tracking monitor covering 63 Dutch charities, measuring metrics including aided/unaided awareness, advertising reach, share of wallet, and donation behavior.
• Monitor Attractieparken/Dierenparken A tracker monitoring attraction parks and animal parks, including brand awareness, visitor satisfaction, and loyalty metrics.
• Monitor Telecom A tracking monitor for the telecom sector covering provider awareness, consideration, preferences, and customer satisfaction.
• PR-onderzoek Public relations research service generating media attention through quantitative surveys on current affairs and societal topics, typically with minimum 1,000 respondents.
• Opinie onderzoek Opinion research service providing insights into public opinions, expectations, and societal trends among Dutch population segments.
• Imago onderzoek Brand image research service measuring how target audiences perceive brands, including aided/unaided awareness, associations, and competitive positioning.
• Doelgroeponderzoek Target group research service delivering quantitative insights into consumer behavior, segmentation, drivers and barriers for product development and marketing decisions.

Quantifiable outcome

• 70% average response rate, described as exceptionally stable and reliable
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Kien OnderzoekcoreStrategic or Co-development PartnerPanelWizard is a wholly owned subsidiary of Kien Onderzoek, a market research company specialized in quantitative research. While PanelWizard focuses exclusively on panel-based online research, Kien Onderzoek offers all forms of quantitative research: online, telephone, hybrid, and written. Kien Onderzoek runs industry monitors (Monitor Dating, Monitor Energie, Monitor Autoverzekeringen, Monitor Goede Doelen, Monitor Attractieparken) using PanelWizard's panel data. Contact for monitor sales: Steven Noordam at [email protected] or 085-4018250.
• Dutch Charities and Good CausesminorGTM or Marketing PartnerPanelWizard enables panel members to donate their survey earnings to a curated list of Dutch charities. The list includes War Child (€41,485.30 total donated), Ronald McDonald Kinderfonds (€26,489.80), CliniClowns (€10,965.30), WWF (€9,969.40), and 50+ other causes. Total donations exceed €201,163.20. These partnerships serve as a marketing and engagement tool to attract and retain panel members.
• Dutch Clubs and AssociationsminorGTM or Marketing PartnerPanelWizard offers a 'save for your club' program where associations and sports clubs can register to receive donations from panel members who choose to save for them. Clubs receive a special referral link; new members signing up via that link automatically save for the club, and the club receives €1 per new member recruited. Associations also receive ongoing survey earnings from their members.
• Data & Insights Network (DIN)minorStrategic or Co-development PartnerPanelWizard is a member of Data & Insights Network (formerly MOA), the Dutch industry association for market research and insights. Membership requires adherence to the association's code of conduct for data protection in research and statistics.
• ESOMARminorStrategic or Co-development PartnerPanelWizard is a member of ESOMAR and operates under the ICC/ESOMAR International Code of Marketing and Social Research Practice. All research conducted by PanelWizard adheres to ESOMAR standards.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Norstat: One of the largest independent data collectors in the Nordics and the Netherlands, operating proprietary access panels for B2B market research. Direct competitor in Dutch panel-based online survey services.
• Kien Onderzoek: Parent company of PanelWizard Direct and a Dutch market research bureau specialized in quantitative research (online, telephone, hybrid, written). Closely comparable because it shares infrastructure, panel data, and operates adjacent monitors using PanelWizard's panel.
• MarketResponse: Dutch research firm specializing in consumer and B2B market research using proprietary panels. Direct competitor in the Netherlands for commissioned quantitative research and brand/industry tracking.
• Panel Inzicht: Dutch online access panel provider for market research with similar member-based, online survey model. Directly comparable in targeting Dutch consumer opinion research with a smaller-scale panel.

Broad incumbents

• Ipsos Netherlands: Local affiliate of global research giant Ipsos, also offering Dutch public opinion and brand research. Comparable in serving Dutch B2B research clients, but with broader capabilities and much larger scale than PanelWizard.
• Toluna: Global consumer insights platform with proprietary online panels and automated research tools. Direct functional comparator in panel-based online research, but operates at significantly larger scale with technology-led tooling.
• Dynata: Global leader in first-party data and online research panels, including the Netherlands. Comparable in offering online access panels and B2B research services, but operates at much larger scale with a much broader product portfolio.
• Cint: Global panel marketplace connecting research buyers with supply partners. Comparable in panel-based online research delivery, but operates an exchange model rather than a single owned panel.

Emerging players

• Prolific: Tech-led online participant platform for academic and commercial research with strong quality controls. Comparable in panel-based online survey delivery with a focus on respondent quality, but differentiated by global self-serve model.

Regional players

• MSI-ACI Europe: European sports and sponsorship research specialist with proprietary panel infrastructure. Comparable in operating research panels and quantitative tracking, but with a narrower vertical focus and broader geographic footprint than PanelWizard.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/panelwizardcom
• Instagraminstagram.com/panelwizard_direct
• Xx.com/PanelWizardNL
• LinkedInlinkedin.com/company/panelwizard-direct

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 PanelWizard Direct