Assirm

What Assirm does

ASSIRM (Associazione Italiana Ricerche di Mercato) is a private Italian non-profit association founded in 1991 and headquartered in Milan at C.so Magenta 85. It is the reference industry body for Italian companies conducting market research, opinion polling, and social research, claiming representation of over 80% of the Italian market research sector. The association recruits members through a formal application process reviewed monthly by its Board of Directors and delivers value through a portfolio of programs: the Cerqua quality certification service, the Academy professional training program, the ASSIRMedu outreach initiative targeting young professionals and broader audiences, the Centro Studi e Formazione research center (established December 2005), a comprehensive market research glossary, and the annual Market Research Forum, whose 13th edition in 2026 attracted more than 1,400 professionals, 45 speakers, and 13 thematic workshops.

ASSIRM operates as a member-driven community rather than a technology company, with its core technology consisting of the Cerqua online portal, a member reserved area, and a newsletter system. It has established an AI Hub (Hub IA) to coordinate industry guidance on synthetic data, AI frameworks, and the upcoming ISO 20252 revision, and has published an AI Manifesto titled 'IGNOTA INGREDIMUR.' Quality, ethics and methodology standards (ISO 20252, ICC/ESOMAR International Code, EphMRA Code) are enforced through Cerqua and ASSIRM's quality norms spanning market and social research, sampling, social media research, mystery visiting, crowdsourcing, and product testing. The association is affiliated with ESOMAR (including its Italy Community Circle), is a member of Confindustria Intellect, adheres to Pubblicit\u00e0 Progresso, and works with the University of Padua's ASA on applied statistics.

The business model is a non-profit subscription model. Revenue is generated primarily through recurring annual membership fees paid by Italian market research companies, survey firms, and social research organizations, supplemented by paid professional training courses through the Academy (e.g., the 'Business Acumen' program) and revenue from the hybrid Market Research Forum. Membership benefits include Cerqua certification, Academy access, event participation, industry representation, and inclusion in the ESOMAR international network. Specific fee levels and pricing are not publicly disclosed and are handled during the membership application process.

Name

Assirm

Legal name

ASSIRM

Website

https://assirm.it

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

ASSIRM is the Italian non-profit industry association founded in 1991 that represents over 80% of Italy's market research, opinion polling, and social research sector, offering quality certification (Cerqua), professional training, an AI Hub, and the annual Market Research Forum to its member companies.

Ownership category

akta.pro rank

Product category

Industry Association Services

NAICS

Business Associations (813910)

akta.pro industry

PRIMARYBPAFAKAG

Account-Based Marketing (ABM) Services

Business & Public Services/Marketing, Advertising & PR Services/Direct Marketing & Lead Generation (Email, Telemarketing, Demand Gen)

Keywords

• Market research association
• Industry association services
• Professional training programs
• Quality certification services
• Industry events and forums

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Fees: ASSIRM generates revenue through annual membership fees paid by Italian market research companies, survey firms, and social research organizations. Membership benefits include quality certification (Cerqua), access to the ASSIRM Academy training program, participation in events (Market Research Forum, webinars, ASSIRMedu), and representation within the industry.
2. Academy Training & Education: The association offers professional training courses through its Academy, including programs like 'Business Acumen: Il Marketing e le Ricerche di Mercato nelle Fasi di Vita del Prodotto.' Revenue is generated through course fees.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

ASSIRM is a member-driven Italian industry association that unites companies conducting market research, opinion polling, and social research. It sells membership services including quality certification via Cerqua, professional training through the ASSIRM Academy, the annual Market Research Forum conference, the ASSIRMedu communication and education project, the Centro Studi research and publication center, and a comprehensive Italian-language market research glossary.

Product overview

ASSIRM is an Italian market research association (Associazione Italiana Ricerche di Mercato) founded in 1991 that serves as the primary reference point for market, opinion, and social research in Italy. The organization operates as a professional association rather than a product company, offering a portfolio of services including: quality certification through Cerqua, professional training via the Academy, industry education through ASSIRMedu, research publications through the Centro Studi, an annual Market Research Forum conference, and a comprehensive industry glossary. The association represents over 80% of the Italian market research sector and is affiliated with ESOMAR.

Differentiator

Problem solved

Functional benefit

Products and services

• Cerqua Quality Certification Quality certification service provided to ASSIRM member companies to attest their adherence to ASSIRM's professional and ethical standards in market research operations. Cerqua functions as a third-party verified mark that research buyers use to identify certified research providers.
• ASSIRM Academy (Formazione) Professional training program offering high-quality, accessible professional development courses for current and future market research practitioners, including programs such as 'Business Acumen: Il Marketing e le Ricerche di Mercato nelle Fasi di Vita del Prodotto' and the 'Parla con l'esperto' webinar series.
• Market Research Forum (MRF) Annual flagship conference of ASSIRM bringing together industry professionals, institutions, brands, universities, and experts for knowledge sharing and networking. The 13th edition (MRF26) attracted over 1,400 professionals, 45 speakers, and 13 thematic workshops.
• Centro Studi e Formazione ASSIRM Research and study center established in December 2005 to develop professional culture in Market and Social Research, promote its image and value among clients and the public, and publish studies and reports on market research trends.
• ASSIRMedu Communication Project Communication project designed to bring market research closer to a wider audience, particularly companies and young professionals, and to disseminate research culture in a direct and accessible manner through talks and outreach events.
• Glossario ASSIRM Comprehensive A-Z glossary of frequently used terms in marketing research, covering definitions from Action Standard to Z-scores, serving as an educational reference resource for industry professionals, students, and researchers.

Quantifiable outcome

• Over 1,400 professionals and 45 speakers at the 2026 Market Research Forum, with 13 thematic workshops
• +2 more outcomes

Named customers6 records

Segments3 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

Seven partnerships are on record, tiered minor and core.

• QBerg and Amilon PartnershipminorGTM or Marketing Partner · 27 January 2026QBerg (ASSIRM member) and Amilon announced a partnership. QBerg is a data analytics and technology company, while Amilon is a promotions and loyalty platform.
• QBerg and Tuidi PartnershipminorGTM or Marketing Partner · 28 October 2025QBerg (ASSIRM member) and Tuidi entered into a partnership worth €3 million in the large-scale retail (GDO) sector for data analytics and research services.
• Circana and The European Foodservice SummitminorGTM or Marketing Partner · 31 March 2025Circana (ASSIRM member, formerly IRI Information Resources) reinforced its partnership with The European Foodservice Summit.
• ESOMAR (European Society for Opinion and Marketing Research)coreStrategic or Co-development PartnerASSIRM is affiliated with ESOMAR, the International Market Research Association, and participates in ESOMAR Italy Community Circle events. The association adheres to the ICC/ESOMAR International Code and EphMRA Code of Conduct.
• Confindustria IntellectcoreStrategic or Co-development PartnerASSIRM is a member of Confindustria Intellect, the Italian employers' federation for the knowledge and intellectual services industry, representing the association within the broader Italian industrial confederation.
• Pubblicità ProgressominorOthersASSIRM adheres to Pubblicità Progresso, an Italian organization promoting ethical advertising and social responsibility in communications.
• ASA (Associazione per la Statistica Applicata)minorStrategic or Co-development PartnerASSIRM works with ASA (University of Padua) on statistical methodology and applied statistics standards relevant to market research practices.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Regional players

• The Research Society: Australia's peak industry body for market, social, and opinion research. Same professional-association model as ASSIRM, serving the Australian market.
• Insights Association (formerly CASRO): Leading US trade association for the market research and insights industry. Same advocacy, standards, and training role as ASSIRM, focused on the US market.
• AEDEMO (Asociación Española de Estudios de Mercado): Spanish market research association with the same national-association structure and member-firm model as ASSIRM; not directly competitive but a regional analogue.

Direct peers

• ESOMAR: Global industry association for market, opinion, and social research. ASSIRM is an ESOMAR affiliate, adheres to the ICC/ESOMAR International Code, and participates in ESOMAR Italy Community Circles — a direct analogous peer at international scope.
• EFAMRO: European Federation of Associations of Market Research Organisations, of which ASSIRM is a member. Represents the same national-association mission across Europe and is the direct structural peer.
• Syntec Études: French federation representing market research and opinion polling firms. Same mission and membership model, serves as the French counterpart to ASSIRM.
• Market Research Society (MRS): UK's leading professional body for market, social, and opinion research. Closest structural analogue to ASSIRM — same membership-base model, codes, training programs, and annual conference (Research Live).
• BVM (Berufsverband Deutscher Markt- und Sozialforscher): Germany's main market and social research association. Near-identical charter to ASSIRM: member firms, quality standards, training, and advocacy for the German research industry.

Broad incumbents

• EphMRA: European Pharmaceutical Market Research Association — ASSIRM members explicitly adhere to the EphMRA Code of Conduct. Comparable as a sector association with adjacent scope (pharma sub-vertical of market research).
• Intellus Worldwide: Global association for healthcare/medical affairs market research. Compares to ASSIRM as a sector-specific industry body serving pharmaceutical and life sciences research, including its members like Pharma Data Factory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/assirm

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 Assirm