What free thinking srl does

Free Thinking SRL is a Milan-based B2B marketing research agency incorporated in Italy in 2020 as a private limited company (s.r.l.) and operating with 1-10 employees. The firm is owned and led by three partners — Anna Comincini, Laura Salvaderi, and Clara Salmeri — each bringing 20-25+ years of quantitative and qualitative research experience across Banking, FMCG, Automotive, Luxury, Utilities, Publishing, and B2B sectors. The company delivers custom market research projects to enterprise clients through a portfolio of named proprietary methodologies, including ADV Approaches (advertising effectiveness), a four-step Innovation Process, Customer Satisfaction and Experience frameworks, specialized CT (Children & Teens) surveys, Customer Journey mapping, POS Pulse shopper insights, and Brand Equity / Corporate Reputation measurement.

The business model is professional services, revenue generated from project-based engagements priced per scope and delivered through direct sales contact (website form, phone, email). Go-to-market is sales-led, with an international partner network supporting cross-border execution and ESOMAR membership providing industry credibility. Marketing footprint is light, relying primarily on the corporate website, LinkedIn presence, and conference speaking by the partners rather than paid acquisition. No software product, API, SDK, or AI-augmented tooling is offered; deliverables are bespoke insights reports and consulting. The company is privately held with no external funding, no subsidiaries, and no disclosed M&A activity, operating as an independent boutique.

Name

free thinking srl

Legal name

Free Thinking s.r.l.

Website

https://free-thinking.it

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Free Thinking SRL is a Milan-based boutique market research agency serving enterprise clients across Banking, FMCG, Automotive, Luxury, Utilities, and Publishing through custom quantitative and qualitative research projects, delivered by three senior partners.

Ownership category

akta.pro rank

Headquarters

HQ city

Milan, Lombardy

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Services: Professional market research agency providing custom research projects, consulting services, and specialized methodologies to B2B and consumer clients across multiple industries. Revenue generated through project-based engagements for research, analysis, and strategic insights.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Free Thinking SRL is a marketing research agency that designs and conducts custom quantitative and qualitative research for businesses. Its named service areas cover advertising effectiveness, innovation, customer satisfaction and experience, brand equity and corporate reputation, customer journeys, shopper insights, and research among children and teens.

Product overview

Free Thinking SRL is a marketing research agency offering a comprehensive suite of research methodologies and approaches. The company's offerings are organized as distinct but interconnected research service modules: ADV Approaches (advertising evaluation tools including Communication axes, Screening, Impact, Efficacy tracking, and Entrenched elements); Innovation Processes (four-step methodology from brand stretching through optimization); Customer Satisfaction & Experience (emotional and rational driver analysis); CT Children & Teens Surveys (specialized youth research); Customer Journey (touchpoint analysis); POS Pulse (shopper insights); and Customer Metrics covering Brand Equity and Corporate Reputation. The company positions itself as a 'research gate' providing actionable insights through qualitative and quantitative methodologies.

Differentiator

Problem solved

Functional benefit

Products and services

• ADV Approaches A suite of advertising research methodologies covering communication territories and creative suggestions, screening of creative routes, assessment and analysis of creative solutions, long-term communication performance, and the evaluation of entrenched communication effects on brand metrics.
• Innovation Processes A four-step innovation research methodology covering brand stretching, new idea generation, hypothesis verification, and optimization and validation of positioning, packaging, pricing, and shelf attractiveness.
• Customer Satisfaction and Customer Experience A research service combining expectations analysis, NPS measurement, and at-risk customer detection with analysis of memorable customer experiences and the emotional and rational drivers of customer loyalty.
• CT (Children & Teens) Surveys Specialized qualitative research services for children and teens, including in-hall testing, ethnofamily research, duos and mini-groups, Secret Agent, Sharing Room online research, and Netnography.
• Customer Journey Analysis of consumer and business interactions from initial need awareness through purchase, experience, loyalty, and advocacy, covering online and offline touchpoints.
• POS Pulse A shopper-insights research service providing data across the Customer Decision Journey, with a focus on marketing-mix execution and shopper perception.
• Customer Metrics: Brand Equity & Corporate Reputation Research services measuring brand renown, loyalty, perceived quality, brand profile, and stakeholders' assessment of corporate vision, leadership, financial performance, and ethical commitment.

Segments10 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• International Research Partners NetworkcoreStrategic or Co-development PartnerFree Thinking has meticulously selected a network of highly reputable national and international partners over the years. This network enables tight cooperation and seamless exchange across all project steps, supporting the company's ability to serve clients globally while understanding local market dynamics.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• GfK (an Ipsos company): Formerly independent global market research firm covering consumer behavior, retail, technology, and automotive — now part of Ipsos but historically a direct competitor for Free Thinking's automotive, FMCG, and consumer panel work.
• NielsenIQ (NIQ): Global consumer intelligence firm with measurement, retail/Shopper insights (including the POS Pulse-style capabilities), and FMCG expertise — directly comparable on the shopper research and FMCG client segments Free Thinking targets.
• IRI (Circana): Retail and shopper intelligence firm (now Circana) covering POS data, shopper insights, and category management; closest direct peer on Free Thinking's POS Pulse shopper-marketing proposition for FMCG and retail clients.
• Kantar: World's largest insight, brand, and advertising research group (includes Millward Brown, Worldpanel) covering brand equity, ad effectiveness, shopper and CX — Free Thinking competes for the same Italian and European brand and marketing budgets.
• BVA Group: European market research and consulting group with strong presence in France and Italy, offering brand, customer experience, and innovation research — direct peer on Italian enterprise accounts and methodology breadth.
• Doxa: Italian market research institute with deep domestic roots in consumer, media, and brand research; one of Free Thinking's most immediate local competitors for Italian enterprise clients in Banking, FMCG, and Publishing.
• Ipsos: Global market research and consumer insights firm offering advertising evaluation, brand equity, innovation, customer experience, and shopper research — directly overlapping Free Thinking's entire service portfolio across B2B and consumer segments.

Emerging players

• Toluna: Digital consumer insights platform combining panels, communities, and automated research; represents the technology-enabled emerging model that increasingly competes with boutique qualitative/quantitative agencies like Free Thinking.
• Dynata: Global first-party data and research platform providing sample, panel, and survey capabilities used by research buyers — competes for the same B2B research budgets through technology-led, faster-turn offerings.

Regional players

• Human Highway: Italy-based insight and strategy consultancy focused on brand, communication, and innovation research; comparable boutique competitor serving the same Italian enterprise market with overlapping methodologies.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/freethinkingsrl

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 free thinking srl