What Savanta does

Savanta is a B2B data, market research and advisory company that informs enterprise decision-making through proprietary research products, syndicated trackers, and bespoke consulting engagements. Its portfolio combines subscription data products (BrandVue, MarketVue, MillionaireVue, Essentials, Business Essentials, HE Success Suite) with syndicated reports (Grocery Eye, Consumer Compass, AI Impact Report, State of the Youth Nation) and modular services spanning brand development, customer experience, product development, public policy, and thought leadership. The company maintains proprietary audience panels covering general consumers, HNWIs, Gen Z (150,000+ members), MPs, students, and B2B decision makers across 55+ markets, and applies certified research methodologies (BHBIA training, ISO 27001 information security).

The firm's technology layer has become increasingly central with the March 2026 launch of Virtual Personas, an AI-powered consumer research platform that simulates interviews and focus groups using behavioral science models (OCEAN Big Five, Schwartz Theory of Basic Human Values) validated against over a decade of proprietary data, with claimed 99% factual recall and 84% logical inference accuracy. The platform is offered via a freemium entry tier and paid customization tiers, supported by an internal AI tool (Insight Fountain) that improves client access to research data. Savanta's historical growth has been supported by acquisitions (Wealth-X Custom Research in 2019, HSR Associates in 2019, Future Thinking in 2020, Infosurv in 2023) and strategic partnerships (Pegasystems for agentic AI research, Ryse for brand repositioning).

Savanta operates as a wholly owned subsidiary of Next 15 Group (London Stock Exchange: NF15), a publicly listed communications and consulting conglomerate. The company runs a consultative enterprise sales motion with dedicated UK and US sales lines, dual headquarters in London and New York, and a registered office in Glasgow; commercial geographies span the UK, US, Canada, and selected European markets (Netherlands, Germany, France, Spain, Italy, Sweden). Revenue is generated through professional services engagements (project-based and retainer) plus recurring subscription access to its proprietary data products. Named enterprise customers span financial services (NatWest, Coutts, Danske Bank, Verizon), consumer brands (PUMA, Wagamama, innocent, Deliveroo, Superdry), technology (Microsoft, Samsung, Pegasystems), transport (Heathrow, Toyota, GWR, Northern), media (Sky, The Guardian), and public sector clients (Citizens Advice, 100+ higher education institutions).

Name

Savanta

Legal name

Savanta Group

Website

https://savanta.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Savanta is a UK-based B2B market research and advisory firm serving enterprises with proprietary data products, syndicated trackers, and AI-driven consumer research (Virtual Personas), operating as a subsidiary of Next 15 Group.

Ownership category

akta.pro rank

Product category

Market Research and Consumer Insights

NAICS

Marketing Research and Public Opinion Polling (54191)

akta.pro primary industry

Industry & Sector Research (Syndicated/Custom) (BPAHALAE)

Keywords

• Market research services
• Consumer insights platform
• Brand tracking research
• Data analytics consulting
• Syndicated research reports

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research & Consulting Services: Savanta generates revenue through providing custom market research, consulting, and advisory services to enterprise clients across various industries. Services include brand development, customer experience, product development, public policy research, and thought leadership studies. Revenue is primarily project-based and retainer arrangements with enterprise clients.
2. Proprietary Research Products & Platforms: Savanta monetizes through proprietary data products and platforms including BrandVue, MarketVue, MillionaireVue, Essentials, and Virtual Personas. These include subscription-based access to research databases and platforms, with tiered pricing models offering different levels of access and customization.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Savanta is a data, market research and advisory company delivering custom research, brand tracking, financial services insights, and AI-powered consumer research to enterprise clients. It operates a platform-plus-products model combining proprietary syndicated research products (BrandVue, MarketVue, MillionaireVue), syndicated reports (Grocery Eye, Consumer Compass), an AI-powered Virtual Personas platform, and bespoke consulting engagements across 20+ industry verticals.

Product overview

Savanta is a data, market research and advisory company offering a platform-plus-products architecture combining powerful data, empowering technology, and high-impact consulting. The core product portfolio includes Virtual Personas (AI-powered consumer research), BrandVue (brand insights), MarketVue (financial services research), and MillionaireVue (HNWI research), supplemented by modular research products under the Essentials suite, specialized panels (YouthSight, YourVue, Parliamentary), and syndicated reports (Grocery Eye, Consumer Compass, AI Impact Report). Additional capabilities span audience access, data collection & analytics, and sector-specific research across automotive, financial services, healthcare, retail, and 20+ other industries.

Differentiator

Problem solved

Functional benefit

Brands

• Virtual Personas by Savanta: AI-powered consumer research platform enabling real-time audience insights using behavioral models and proprietary data.
• BrandVue
• MarketVue
• MillionaireVue
• Essentials
• Business Essentials
• Grocery Eye
• Consumer Compass
• State of the Youth Nation
• SnapMe videos
• Insight Fountain
• YourVue

Products and services

• Virtual Personas by Savanta AI-powered consumer research platform that generates simulated consumer personas using behavioral science models (OCEAN Big Five and Schwartz Theory of Basic Human Values), enabling real-time audience insights and on-demand interviews for enterprise market research and brand strategy teams.
• BrandVue Subscription-based brand market research tool that places brand insights at users' fingertips, capturing data across critical marketing and company performance metrics. BrandVue Essentials incorporates market intelligence trend data on over 2,500 brands across 14 sectors.
• MarketVue Subscription financial services brand insights tool providing detailed understanding of the behaviours, perceptions and experiences of business customers, including Business Confidence tracking. MarketVue Business Banking is based on continuous survey of 15,000 financial decision makers with 10 years of historical data.
• MillionaireVue Research tool designed to help luxury brands and wealth managers overcome common challenges when researching high-net-worth individuals (HNWIs), enabling targeted research of wealthy consumer segments.
• Essentials Modular suite of research products offering a low-cost, high-value alternative to traditional research and insights for consumer brand teams.
• Business Essentials Modular suite of research products offering a low-cost, high-value alternative to traditional business research and insights for B2B teams.
• Omnibus & Trackers Shared-cost survey research product where multiple clients' questions are combined in a single survey, with ongoing tracking studies available for continuous insight delivery.
• Parliamentary Panels Specialist research panels providing access to MPs and parliamentary stakeholders for policy and public affairs research, enabling direct engagement with elected officials.
• SnapMe Videos Video insight tool offering 48-hour turnaround for vox pop-style video responses from target audiences, providing rapid qualitative video evidence for brand and campaign teams.
• State of the Youth Nation Tracking study examining youth attitudes, behaviors, and values over time, providing longitudinal insight into Gen Z and younger audiences for brands and organizations targeting youth segments.
• Consumer Duty Communications Testing Framework for testing financial services communications compliance under UK Consumer Duty regulations, helping financial brands ensure their customer communications meet regulatory standards.
• Grocery Eye Quarterly syndicated report tracking attitudes and behaviours in the grocery sector, now expanded globally across UK, Europe, and North America to support grocery and FMCG brands.
• Consumer Compass Quarterly syndicated report exploring consumer attitudes about the world and spending habits, covering UK, Europe, and North America to inform brand strategy and consumer trend analysis.
• AI Impact Report Annual syndicated report examining AI adoption, trust levels, and implications for brands, with sector-specific editions for Financial Services and Retail to support organizations tracking AI's commercial impact.
• HE Success Suite Subscription trackers and insight tools designed for higher education institutions to improve student attraction and conversion, drawing on Savanta's experience working with over 100 UK higher education institutions over the past 15 years.
• YouthSight Youth Panels Engaged panel of over 150,000 youth members offering focus groups, in-depth interviews, ethnographic research, surveys, and co-creation workshops for brands targeting younger demographics.
• Insight Fountain AI-powered interface helping clients get more from research spend by improving the ease and quality of access to data and insight from their existing research investments.
• Research & Consulting Services Bespoke market research and consulting services covering brand development, brand performance, communication effectiveness, customer experience, market understanding, public policy, product and service development, retail strategy, thought leadership, and stakeholder research for enterprise clients across 20+ industry verticals.

Named customers23 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• PegasystemscoreStrategic or Co-development Partner · 8 June 2026Savanta partnered with Pegasystems to conduct research on agentic AI implementation, surveying over 500 business and IT decision makers. Research was presented at PegaWorld conference in Las Vegas. The study found that 96% of organizations successfully implementing agentic AI had to rethink existing processes. This is an ongoing research partnership with multiple published studies.
• RysecoreStrategic or Co-development PartnerSavanta partnered with Ryse to support strategic repositioning of a major international art brand. The partnership combined Savanta's rigorous fieldwork and analytical depth with Ryse's direct access to industry stakeholders, deep data engineering, and strategic growth lens.
• Next15 GroupcoreOthersSavanta is a subsidiary of Next15 Group, a communications and consulting company. Savanta's carbon reduction plan is published under Next15 Group's corporate governance policies.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• GfK: GfK is a German-origin global market research firm specializing in consumer goods, retail, and technology research. It overlaps with Savanta in consumer panel research, syndicated trackers, and custom consumer insights.
• YouGov: YouGov is a UK-headquartered, publicly listed market research and data analytics firm with a large proprietary global panel and syndicated products. It is the closest direct peer to Savanta given overlapping B2B/B2C research offerings, panel-based methodology, and UK origin.
• NielsenIQ: NielsenIQ (formed from the spin-off of Nielsen's consumer business) is a global leader in consumer measurement and retail research. It competes with Savanta in FMCG, retail, and consumer brand research with substantially larger proprietary datasets.
• Mintel: Mintel is a privately held market research firm focused on consumer packaged goods, beauty, food, and lifestyle research. It is a direct peer in syndicated consumer research and competes for similar enterprise marketing budgets.
• Ipsos: Ipsos is a global market research and public opinion firm with deep public affairs, brand, and customer experience practices. It overlaps directly with Savanta across syndicated trackers, public polling, and custom research.
• Dynata: Dynata is one of the world's largest first-party data and research panel providers, serving B2B and consumer research buyers. It competes with Savanta for B2B decision-maker access and panel-based quantitative work.
• Kantar: Kantar is one of the world's largest market research firms, offering brand tracking, consumer panels, and insight consulting. It competes with Savanta across brand and consumer research engagements, particularly for global enterprise clients.
• Toluna: Toluna operates a global online panel and offers automated, real-time market research solutions. It competes with Savanta's panel-based research and Virtual Personas-style on-demand insight capabilities.
• Maru Group: Maru Group is a technology-led market research and customer experience firm with proprietary panels and AI-enabled insight tools (e.g., Maru/Blue, Maru/Landline). It is a direct peer in B2B research, panel access, and tech-enabled consumer research.

Broad incumbents

• Qualtrics: Qualtrics is a large experience management platform offering survey, feedback, and research tools at enterprise scale. It is a broader incumbent rather than a direct research firm but increasingly overlaps with Savanta's technology-enabled insight and Voice of Customer offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Savanta_UK
• LinkedInlinkedin.com/company/savanta
• Facebookfacebook.com/SavantaGroup

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A4 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Savanta