What APODEMO does

APODEMO (Associação Portuguesa de Empresas de Estudo de Mercado e de Opinião) is the Portuguese national trade association for market and opinion research companies, founded in 1993. It represents nearly all relevant market research firms operating in Portugal, including Marktest, GfK Portugal, Ipsos Apeme, NielsenIQ, Worldpanel by Numerator, Netquest, GfK Metris, Multidados, Intercampus, Spirituc, HMR, IMR, Equação Lógica, Norma Açores, Boutique Research, and Best Forecast, and serves as the sector's collective voice on ethical, regulatory, and professional matters. The association operates a lean staff of 6 employees from its Lisbon headquarters at Av. 5 de Outubro, 102.

As a non-profit professional association, APODEMO does not develop or sell proprietary technology products. Its service portfolio comprises (1) events — annual Congressos, Apodemo Summit, Apodemo Talks, Conferences, Workshops, and Dinner Colloquia; (2) professional training programs covering GDPR/RGPD, AI in marketing, value proposition design, and research methodologies; (3) the Prémio Carreira career award; (4) newsletters and publications; and (5) ethical standards frameworks including the ICC/ESOMAR Code, Codemo, and Código de Conduta. APODEMO is internationally affiliated with ESOMAR and EFAMRO and works domestically with regulators ERC (Entidade Reguladora para a Comunicação Social) and CNPD (Comissão Nacional de Proteção de Dados).

Revenue is generated primarily through recurring annual and quarterly membership fees — €30/year for students, €60/year for academics, producers, and users, and €448.92/quarter for independent workers — supplemented by pay-as-you-go event and training fees (€25–€35 for AI training; €135–€195 for Congress registration, including lunch). Distribution is conducted via direct membership enrollment, in-person events concentrated in Lisbon, and online training accessed through the association website.

Name

APODEMO

Legal name

Associação Portuguesa de Empresas de Estudos de Mercado e de Opinião

Website

https://apodemo.pt

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

APODEMO is the Portuguese national trade association for market and opinion research companies, founded in 1993. It represents nearly all relevant Portuguese market research firms, enforces ICC/ESOMAR ethical standards, and delivers events, training, and regulatory representation for its members.

Ownership category

akta.pro rank

Headquarters

HQ city

Lisbon

HQ country

Portugal

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: APODEMO generates revenue primarily through annual and quarterly membership fees collected from corporate members (market research companies) and individual members (academics, students, producers, users, independent workers).
2. Event and Training Fees: Revenue is generated from fees charged for events, congresses, conferences, workshops, and training programs organized by APODEMO, with tiered pricing for members and non-members.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

APODEMO is the Portuguese national professional association representing market research and opinion polling companies, founded in 1993 in Lisbon. It sells corporate and individual memberships, organizes paid industry events (congresses, summits, talks, workshops, conferences), delivers professional training programs, and provides ethical/regulatory guidance grounded in the ICC/ESOMAR Code to its members operating in the Portuguese market research sector.

Product overview

APODEMO is the Portuguese Association of Market and Opinion Research Companies, founded in 1993. It is not a technology product company but rather a professional industry association that provides services including event organization (congresses, conferences, talks, workshops), professional training programs, publications and newsletters, career recognition awards, and ethical standards/regulatory guidance for its member companies operating in market research and opinion polling in Portugal.

Differentiator

Problem solved

Functional benefit

Products and services

• Corporate Membership (Empresas) Annual corporate membership for Portuguese market research, opinion polling, and consumer insights companies, providing ethical and legal support, ICC/ESOMAR Code certification, logo and link visibility on the APODEMO website, discounted event pricing, and access to international networks via ESOMAR and EFAMRO.
• Professional Memberships (Académico, Estudante, Produtor, Utilizador, Trabalhador Independente) Individual professional memberships with tiered annual or quarterly quotas for university professors, students, industry employees, corporate research users, and independent workers in market research, data analytics, or marketing intelligence.
• APODEMO Events (Congressos, Conferências, Apodemo Summit, Apodemo Talks, Workshops, Jantares Colóquio) Paid professional events including the annual Congresso (Congress), Apodemo Summit, Apodemo Talks, Conferences, Workshops, and Dinner Colloquia for market research professionals in Portugal. Pricing is tiered for members, non-members, and partner association members.
• APODEMO Training (Formação) Paid professional training programs and courses on topics such as GDPR/RGPD, AI in marketing, research methodologies, and other market research-related subjects, delivered at preferential rates for members.

Named customers16 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• ESOMAR (European Society for Opinion and Marketing Research)coreStrategic or Co-development PartnerAPODEMO is a member of ESOMAR and has adopted the subscription to the new International ICC/Esomar Code on Research, Opinion and Social Research and Data Analysis. ESOMAR is the global association for market research, and APODEMO's affiliation provides its members with international standards, best practices, and a global network.
• EFAMRO (European Federation of Associations of Market Research Organizations)coreStrategic or Co-development PartnerAPODEMO is a member of EFAMRO, the European federation representing national market research associations. This affiliation enables APODEMO to participate in European-level policy discussions, share best practices, and represent Portuguese market researchers at the EU level.
• AMD (Associação Portuguesa de Marketing Direto)minorGTM or Marketing PartnerAMD (Portuguese Association of Direct Marketing) is a partner organization of APODEMO. The two associations collaborate on training and events, offering joint pricing for APODEMO events to AMD members.
• ERC (Entidade Reguladora para a Comunicação Social)coreOthersERC is the regulatory body for social communication in Portugal. APODEMO works with ERC for the regulation of polling and opinion surveys, ensuring compliance with media regulations. Many APODEMO member companies are accredited by ERC for conducting electoral polls.
• CNPD (Comissão Nacional de Proteção de Dados)coreOthersCNPD is the National Data Protection Authority of Portugal. APODEMO provides its members with guidance on data protection compliance, including GDPR training, and maintains a relationship with CNPD for regulatory alignment in personal data processing for research purposes.
• CSP (Confédération de Serviços de Portugal)minorStrategic or Co-development PartnerCSP (Confederation of Services of Portugal) is a partner organization. APODEMO offers joint event pricing for CSP members, and the confederation represents service sector companies at a national level.
• APAN (Associação Portuguesa de Anunciantes)minorGTM or Marketing PartnerAPAN (Portuguese Association of Advertisers) is a partner organization of APODEMO. Joint event pricing is offered to APAN members, facilitating collaboration between advertisers and market research providers.
• CentromarcaminorGTM or Marketing PartnerCentromarca is a partner organization of APODEMO, offering joint training pricing to members. Centromarca represents brand manufacturers and marketers in Portugal.
• Grupo ConsulmarminorOthersNorma-Açores (an APODEMO member company) has been 100% owned by private capital and integrated into the Grupo Consulmar since 2020, strengthening its strategic autonomy and innovation capacity.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Regional players

• AMSRS (Australian Market and Social Research Society): Australian peak body for market and social research professionals. Offers an equivalent portfolio (codes, accreditation, training, advocacy) to APODEMO in a similarly sized national market.
• AEDEMO (Asociación Española de Estudios de Mercado, Marketing y Opinión): Spanish national association for market, marketing, and opinion research. The most direct Iberian peer to APODEMO given geographic proximity and overlapping corporate members.
• Market Research Society (MRS): UK professional body for market, social, and opinion researchers. Operates a parallel model to APODEMO with codes of conduct, training, certifications (e.g., MRS Company Partner), and member events.
• Insights Association: US trade association for the insights and analytics industry (formerly CASRO). Closely comparable to APODEMO in mission (industry standards, advocacy, education) but serving the North American MR market.
• BVM (Berufsverband Deutscher Markt- und Sozialforscher): German professional association for market and social research. Provides comparable services to APODEMO — industry representation, codes, training, and events — for the German MR sector.

Broad incumbents

• EFAMRO (European Federation of Associations of Market Research Organizations): European umbrella federation of national MR associations of which APODEMO is a member. Operates as a higher-order industry body representing the same MR sector across Europe, making it directly comparable on policy and representation.
• ESOMAR (European Society for Opinion and Marketing Research): Global industry association for market, opinion, and social research; APODEMO is a member and adopts the ICC/ESOMAR Code. ESOMAR delivers the international counterpart of APODEMO's services (codes of conduct, advocacy, training, events) at global scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/apodemoassociacao

Compliance2 records

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 APODEMO