What Pureprofile does

Pureprofile is a publicly listed Australian market research and data company headquartered in Surry Hills, New South Wales, trading on the ASX under ticker PPL. Founded in 2000 and operating with approximately 285 employees, the company combines a proprietary Global Research Panel providing first-party access to millions of consumers with research technology (ResTech) and traditional research services. Core offerings span quantitative surveys, qualitative research, reporting and analytics, and brand health tracking, with add-on modules including Audience Builder, Video Surveys, Social Insights Tools, Message Testing with synthetic respondents, Synthetic Responses, and Conversational AI. The product architecture is platform-based, allowing clients to consume the global panel and research services independently or layer in AI-powered modules.

The company sells via a sales-led B2B motion targeting enterprise clients and academic institutions. Named enterprise customers include KPMG, Flight Centre, JCDecaux, Medibank, and Newscorp; academic relationships include the London School of Economics, University of Western Australia (a 10+ year partnership), University of Melbourne, and ESCP Business School Berlin. Revenue is generated through professional research services engagements and recurring panel/data subscriptions, with pricing conducted on a quote-based model rather than publicly listed tiers. Operations span North America, Europe, and Asia-Pacific beyond the Australian headquarters.

Pureprofile holds ISO 20252:2019 (market, opinion and social research quality) and ISO 27001:2022 (information security management) certifications and was named 2025 Research Partner of the Year by The Research Society. In 2025, the company acquired and rebranded CRNRSTONE to Pureprofile Qual, adding a dedicated qualitative research services line. As an ASX-listed entity, Pureprofile is subject to public market disclosure requirements; specific revenue figures, ownership breakdowns, and headcount trends are not disclosed in the provided source materials.

Name

Pureprofile

Legal name

Pureprofile Ltd

Website

https://business.pureprofile.com

Company type

Public

Operating status

Operating

Headcount range

251–500 employees

Short description

Pureprofile is a publicly listed Australian market research and data company offering a global consumer research panel, quantitative and qualitative research services, and AI-powered add-on tools to enterprise and academic clients across North America, Europe, and Asia-Pacific.

Ownership category

akta.pro rank

Headquarters

HQ city

Surry Hills

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Research Services: B2B research solutions including surveys, qualitative research, reporting & analytics, and brand health tracking delivered to enterprise clients.
2. Panel Access & Data: Access to global consumer panel for market research data collection.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Pureprofile operates a global online market research platform that provides enterprise clients with direct access to a proprietary consumer panel of millions of respondents, combined with research services including surveys, qualitative research, reporting & analytics, and brand health tracking. The offering is built on first-party consumer data and layered with AI-powered tools for audience building, video surveys, social sentiment analysis, and synthetic message testing.

Product overview

Pureprofile is a unified data and research platform that combines first-party consumer data with cutting-edge research technology. The core platform consists of the Global Research Panel providing access to millions of consumers, supported by Research Services (quantitative surveys, qualitative research, reporting & analytics, and brand health tracking). Built on this core, the product suite includes AI-powered add-on modules: Audience Builder for audience monetization, Video Surveys for rich video-based insights, Social Insights Tools for AI trend and sentiment analysis, Message Testing and Synthetic Responses for AI-generated respondent validation, and Conversational AI for dialogue-based research. The architecture operates as a platform with modular add-ons, where clients can access the core research panel and services independently or layer on AI-powered tools for enhanced capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Pureprofile Qual: Qualitative research services including in-depth interviews, groups and communities

Products and services

• Global Research Panel

Named customers9 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature5 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Resonate: US-based consumer intelligence and audience data platform combining first-party panel data with AI-driven analytics — meaningful overlap with Pureprofile's Audience Builder and Social Insights modules in a smaller, US-anchored footprint.
• Attest: Self-serve consumer research platform with a global panel for brand tracking and concept testing — comparable in survey/insights product surface area but operating with a more self-serve SaaS-leaning model than Pureprofile's services-heavy approach.
• Prolific: Online participant recruitment and research panel focused on academic and enterprise research — comparable in panel-as-a-service delivery but narrower in audience breadth and enterprise workflow support than Pureprofile.

Direct peers

• Cint: Global research exchange and panel technology connecting buyers of MR sample with consumer panels — directly comparable panel-aggregation/sampling infrastructure to Pureprofile's panel-based offering.
• Toluna: Online consumer panel and research technology platform offering survey-based insights, sample provision, and MR services to enterprises — directly comparable business model and product set to Pureprofile's Global Research Panel and Research Services.
• YouGov: Online market research and polling firm with a global consumer panel offering syndicated and custom research — directly comparable in panel-driven, online-first, subscription-leaning MR model.
• Dynata: One of the world's largest first-party data and research platforms offering sample, insights, and MR services via global consumer panels — directly comparable in panel scale, vertical breadth, and B2B delivery model.

Broad incumbents

• Ipsos: One of the three largest global market research firms with broad portfolio spanning quant, qual, panels, and analytics — overlaps with Pureprofile's full-stack MR services but at materially larger scale and with broader methodology coverage.
• Nielsen (NIQ): Global consumer measurement and audience analytics firm — comparable in panel/first-party data infrastructure and analytics-led MR services, but as a much larger established player with broader product breadth.
• Kantar: Global MR and analytics firm with deep brand-tracking, ad-effectiveness, and panel capabilities — direct overlap with Pureprofile's Brand Health and panel-based research services, but at much greater scale and broader portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/pureprofile
• LinkedInlinkedin.com/company/pureprofile

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Pureprofile