Survey Sampling international

What Survey Sampling international does

Survey Sampling International, operating commercially as Dynata, is a global first-party data platform serving the market research and media measurement industries. Founded in 1977 and headquartered in Shelton, Connecticut, the company maintains the self-described world's largest first-party panel of deeply profiled consumers and business professionals, including specialized, B2B, and healthcare audiences, supported by regional offices including Korea, Japan, and China. Its offering spans panel access, multimode survey fielding, brand lift and creative testing, audience activation, data enrichment, and political polling, with ISO 20252 certification as the quality backbone.

The technology layer is anchored by two proprietary AI systems: QualityScore™, a machine learning model that evaluates 175+ data points in real time to detect survey fraud and inattention and live-replace low-quality respondents, and QualiQuant AI, a conversational AI tool that simulates one-on-one qualitative interviews at quantitative scale. Distribution combines enterprise field sales, the Dynata+ self-serve platform for sample and brand lift, and a managed services arm for project management and survey scripting, supported by a developer-facing API and documentation site.

The business model is primarily quote-based subscription revenue on multi-year enterprise contracts, supplemented by data enrichment, audience activation, and professional services. The customer base spans major global brands (Procter & Gamble, Nestlé, Visa), large technology platforms (Amazon, Google, Meta), media and telecommunications firms (Virgin Media), and specialized engagements such as USTA New England. The company has scaled both organically and through acquisitions, having acquired MRops, MyOpinions, SmileCity, and Instantly between 2015 and 2016, and is led by CEO Kees de Jong.

Name

Survey Sampling international

Legal name

Dynata

Website

https://surveysampling.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

251–500 employees

Short description

Dynata, the operating brand of Survey Sampling International, is a global first-party data platform offering survey panels, brand lift measurement, audience activation, and AI-powered research tools to brands, agencies, researchers, and political organizations worldwide.

Ownership category

akta.pro rank

Product category

Market Research Technology

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Fieldwork & Data Collection (Online Panels, CATI/CAPI, Fieldwork) (MPAAALAD)

akta.pro secondary industries

Quantitative Research & Survey Analytics (Survey Design, Sampling, Statistical Modeling) (MPAAALAF), Audience Measurement & Media Research (Ratings, Attribution, Media Mix Insights) (MPAAALAM), Survey, Panel & Fieldwork Services (BPAHALAJ)

Keywords

• Survey panel sampling
• First-party data platform
• Market research services
• Audience activation solutions
• Brand lift measurement

Headquarters

HQ city

Shelton

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Survey and Data Services: Revenue generated from providing access to survey panels, data collection, and research services. Includes panel access fees, survey programming, and project management services for market research clients.
2. Data Enrichment and Activation: Services enabling clients to enrich their own data with Dynata's first-party audience data and activate targeted media audiences, including custom and syndicated audience segments.
3. Brand Lift and Media Measurement: Measurement solutions showing how ads influence awareness, favorability, and intent using real people, not proxies or cookies. Includes creative testing capabilities.
4. Managed Services: Professional services including project management and survey scripting for clients requiring hands-on support for complex research projects.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Survey Sampling International (operating today as Dynata) provides global survey sampling solutions built on the world's largest first-party data platform, giving enterprise market-research, advertising, media, political, academic, and consulting clients access to millions of deeply profiled consumers and B2B respondents. Core offerings combine self-service sample access via the Dynata+ platform, managed services for survey scripting and project management, audience activation that transforms survey data into addressable media audiences, and brand-lift/creative-testing media measurement—all underpinned by the proprietary QualityScore™ ML model and QualiQuant AI tool.

Product overview

Dynata is a first-party data platform offering a portfolio of interconnected products and services for market research, media measurement, and audience activation. The core platform, Dynata+, provides self-service access to sample sourcing and brand lift measurement. Key products include the Global Panel (millions of profiled consumers and B2B professionals), QualiQuant AI (conversational AI for qualitative research at scale), Audience Activation (transforming survey data into addressable media audiences), Brand Lift and Creative Testing (media measurement), Data Visualization (reporting dashboards), and Connected Data (enrichment). Additional services include Managed Services (project management and survey scripting), Brand Trackers, and Political Polling solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Dynata+: Platform offering sample services and brand lift solutions for market research.
• QualityScore

Products and services

• Global Panel Access to millions of deeply profiled consumers and business professionals globally through the largest first-party data set, including specialized audiences, B2B respondents, and healthcare segments, for market-research and insights clients.
• Dynata+ Platform Self-service platform providing clients with on-demand access to sample and brand-lift solutions, enabling them to independently find audiences, run surveys, and measure advertising impact.
• QualiQuant AI Conversational AI tool that couples qualitative data with deep quantitative feedback at scale by simulating one-on-one chat interviews, available to researchers and insights teams.
• Audience Activation Data-driven solution that engages audiences and expands reach using data analytics, transforming survey and voter data into addressable media audiences for advertisers, agencies, and political organizations.
• Brand Lift Media-measurement solution that quantifies how advertising influences awareness, favorability, and intent using real people rather than proxies or cookies, for brands and agencies.
• Creative Testing Media-measurement solution for testing advertising creative assets and messages with target audiences, for brands and agencies.
• Connected Data / Data Enrichment Data-enrichment solution that connects and enhances consumer data for personalization and targeting, giving consumers choice while enabling personalized experiences.
• Political Polling Specialized survey solutions for political polling, including the 2026-launched Audience Activation capability that transforms voter data into addressable media audiences, for political campaigns, polling organizations, and advocacy groups.
• Survey Scripting Managed service that programs and scripts mobile-first surveys of any type or length, for clients needing hands-on support for complex research projects.
• Project Management Managed service providing full project management for survey research initiatives, for clients requiring hands-on support executing complex research programs.
• Managed Services Comprehensive managed services combining project management and survey scripting for clients needing hands-on support across complex research projects, delivered by dedicated teams.

Quantifiable outcome

• Clients have estimated that QualityScore results in time savings of up to 85%

Named customers8 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• KineticacoreTechnology or IntegrationStrategic partnership with Kinetica for data-driven advertising audiences. Dynata and Kinetica collaborated to turn research about recreational tennis players into actionable target audiences for USTA's 35 by 35 growth initiative.
• Nexxt IntelligenceminorStrategic or Co-development PartnerPartnership for exploring how AI-assisted chat can enhance Quali-Quant research. Joint webinar planned to discuss the future of qualitative-quantitative research methodologies.
• Bain & CompanyminorStrategic or Co-development PartnerCollaborative relationship producing the Bain/Dynata Consumer Health Index, combining Dynata's data capabilities with Bain's consulting expertise.
• UranosminorStrategic or Co-development PartnerJoint study on AI attitudes, producing the 'AI Attitudes: Between Hype and Ideology' eBook exploring sociocultural perspectives on AI polarization.

Scale indicators4 records

Recent moves1 record

Expansion highlights6 records

Direct peers

• Cint: Cint runs a sample marketplace and exchange connecting buyers of survey respondents with panel owners globally, a direct competitor to Dynata's sample and panel offering across both consumer and B2B audiences.
• Toluna: Toluna operates a global online panel and survey technology platform delivering sample, community, and insights solutions to market researchers and brands, directly competing with Survey Sampling International / Dynata in the online sample and panel-based research space.
• YouGov: YouGov operates one of the world's largest proprietary online research panels, delivering survey-based consumer insights, brand tracking, and audience data to brands, media, and government - overlapping directly with Dynata's panel research and audience activation businesses.
• Resonate: Resonate provides first-party consumer data, audience activation, and analytics for marketers, comparable to Dynata's Connected Data and Audience Activation offerings anchored on proprietary consumer data assets.
• Lucid (Fulcrum): Lucid is a programmatic survey sample and audience measurement platform serving market researchers, brands, and agencies, directly comparable to Survey Sampling International / Dynata in online sample access and audience activation.

Emerging players

• Prolific: Prolific is an online participant pool and research platform popular with academic and commercial researchers, overlapping with Dynata's panel access and survey programming services, particularly in B2B and specialized audience segments.

Broad incumbents

• Ipsos: Ipsos is one of the world's largest market research firms offering survey-based research, brand tracking, and audience measurement globally; it competes with Dynata in survey research services while operating a much broader portfolio of consulting-led research.
• Nielsen: Nielsen is a global leader in audience measurement and media ratings for TV, digital, and audio; its media measurement and audience analytics offerings overlap with Dynata's Brand Lift, Creative Testing, and Audience Activation products.
• GfK (NielsenIQ): GfK, now part of NielsenIQ, is a global market research firm providing consumer intelligence, panel-based measurement, and brand tracking, broadly comparable to Dynata's survey research and audience insight offerings.
• Kantar: Kantar is a global market research and data analytics business offering brand tracking, media measurement, and consumer insights, directly comparable to Dynata in audience measurement, brand lift, and first-party data solutions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Dynata
• Facebookfacebook.com/surveysampling
• LinkedInlinkedin.com/company/15095
• Instagraminstagram.com/dynataglobal
• Xx.com/SSITweets

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors2 records

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 Survey Sampling international