Minerva Insights

What Minerva Insights does

Minerva Insights is a Lisbon-headquartered holding group founded in 2023 through the merger of nine specialized companies operating in market research, media intelligence, and software development. The group employs nearly 400 professionals across eight offices in Portugal (Lisbon, Braga, Braganza), Spain (Madrid, Barcelona), the Netherlands (Amsterdam), Italy (Milan), and India (Mumbai delegation), with Adjinn's AI-monitored digital advertising benchmarking extending coverage to 40 countries across 5 continents. Subsidiaries include Marktest (44+ year-old number-one audience study and marketing research firm in Portugal), MediaMonitor (Portugal's leading media intelligence company), Conecta (customer understanding), Amber Marketing Research (Spain's leading healthcare research firm), Salvetti & Llombart (strategic market research and innovation consulting), Adjinn (AI-powered digital ad benchmarking), and three software/technology houses — Markdata, Medialog, and Media Buying Systems.

The group operates a dual-track revenue model. Professional services revenue derives from custom market research, healthcare and consumer insights, audience studies, media planning, brand tracking, and consulting engagements delivered through direct enterprise sales. Recurring software revenue comes from proprietary platforms: YumiAnalytics (cloud-based multi-source analytics integrating TV audience measurement, Return Path Data, Adobe digital data, and survey studies); SAM Smart Audience Meter (TV, Router, and Personal Meters capturing in-home and out-of-home consumption across television, radio, and streaming); Marktab (CATI/CAWI/CAPI survey management); MediaView (broadcast and media agency campaign planning); and ADLOG/MLOG (ERP and HR software for media agencies). The technology layer is supported by in-house engineering teams within Markdata and Media Buying Systems, with 25-30+ year tenured software leaders.

Go-to-market is sales-led and enterprise-focused with quote-based engagements; no public pricing exists. Target segments span media and broadcasting, consumer goods and retail, healthcare and pharmaceutical, advertising agencies, and other market research firms. Distribution runs through local subsidiary sales teams and Adjinn's existing 40-country footprint. The group is GDPR-compliant, holds no public listing, and is backed by Swiss private equity firm Ufenau Capital Partners, which advises EUR 3 billion in capital and has invested in 400+ European service companies since 2011. The company is currently in active integration and geographic expansion phase, having added Italy and Nordic regional leadership in 2025 alongside internal GM transitions at Marktest and Markdata.

Name

Minerva Insights

Legal name

Minerva Insights, S.A.

Website

https://minervainsightsgroup.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Minerva Insights is a Lisbon-headquartered market research, media intelligence, and software development group formed in 2023 by merging nine specialized firms, employing nearly 400 professionals to serve enterprise clients across media, healthcare, retail, and advertising sectors in 40+ countries.

Ownership category

akta.pro rank

Product category

Market Research & Media Intelligence Software

NAICS

Marketing Consulting Services (541613), Other Scientific and Technical Consulting Services (54169), Management Consulting Services (54161)

SIC

Services-Engineering, Accounting, Research, Management (8700), Services-Management Consulting Services (8742)

akta.pro primary industry

Competitive & Market Intelligence (Competitive Tracking, TAM/SAM/SOM) (MPAAALAL)

akta.pro secondary industry

Data, Analytics & AI Consulting (BPAHAEAF)

Keywords

• Market research services
• Media intelligence software
• Audience measurement platforms
• Data analytics platforms
• Advertising benchmarking tools

Headquarters

HQ city

Lisbon

HQ country

Portugal

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Market Research Services: Provides market research services including audience studies, brand performance tracking, and sector-specific research across telecommunications, finance, retail, and other industries.
2. Media Intelligence Services: Offers media planning, advertising intelligence, broadcast monitoring, and media optimization services to advertising agencies and media companies.
3. Software Tools and Licensing: Develops and provides proprietary software tools including YumiAnalytics, SAM, Marktab, MediaView, ADLOG, and MLOG for data analysis, visualization, survey design, and media operations.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Minerva Insights Group is a holding company formed in 2023 through the merger of nine specialized firms in market research, media intelligence, and software development. The group delivers professional market research services (audience studies, brand performance tracking, healthcare research, innovation consulting), media intelligence solutions (advertising monitoring, media planning, broadcast monitoring), and proprietary software platforms (YumiAnalytics, SAM Smart Audience Meter, Marktab, MediaView, ADLOG, MLOG) for data analysis, survey management, and media operations across nearly 400 professionals.

Product overview

Minerva Insights is a market research, media intelligence and software development group founded in 2023 through the merger of several specialized companies. The group's offerings span three main areas: Market Research (market studies, healthcare research, innovation consulting), Media Intelligence (Ad Intel, media planning and optimization, broadcast monitoring), and Software Tools (data analytics/visualization, media planning and buying, audience measurement, survey design). The portfolio includes proprietary products like SAM (Smart Audience Meter), YumiAnalytics, and Marktab from Markdata, MediaView, ADLOG, and MLOG from Medialog and Media Buying Systems, as well as acquired brands including Marktest, MediaMonitor, Conecta, Amber, Salvetti Llombart, Adjinn, and Media Buying Systems. The group combines nearly 400 professionals to transform structured and unstructured data into actionable strategic insights.

Differentiator

Problem solved

Functional benefit

Brands

• SAM (Smart Audience Meter): Markdata's advanced audience measurement solution providing integrated, precise view of media consumption with TV Meter, Router Meter, and Personal Meter components
• YumiAnalytics
• Marktab
• MediaView
• ADLOG
• MLOG

Products and services

• Adjinn International digital advertising monitoring and benchmarking platform powered by AI technology, operating across 40 countries on 5 continents for brands, agencies and media buyers to analyze digital campaigns and competitors.
• SAM (Smart Audience Meter) Markdata's advanced audience measurement solution with TV Meter, Router Meter and Personal Meter components that captures television, radio and streaming platform consumption both inside and outside the home for unified cross-platform audience data.
• YumiAnalytics Cloud-based data analysis, visualization and media planning platform combining speed, power, flexibility and customization; integrates TV audience measurement (TAM), Return Path Data (RPD), Adobe digital data and survey-based studies.
• Marktab Comprehensive survey management solution covering the full research cycle from questionnaire design to data analysis, supporting CATI, CAWI and CAPI methodologies with desktop module and web interface.
• MediaView Media Buying Systems' flagship platform for media campaign planning, automation and analysis, optimizing RTV (radio and TV) campaigns, managing buying and analyzing performance for broadcasters, agencies and advertisers.
• ADLOG Medialog's ERP software adapted for media agencies, specialized in advertising and media sector operations.
• MLOG Medialog's innovative HR management solution developed to cover human resources needs of media and data services operations.
• PlanView MediaMonitor's TV media planning software for television media planning and analysis.
• Social Media Explorer MediaMonitor's social media analysis and monitoring tool for tracking brands and content across social platforms.
• Market Research Services Professional market research services including audience studies, brand performance tracking and sector-specific research across telecommunications, finance, retail, healthcare and other industries, delivered via Marktest, Conecta, Amber, Salvetti & Llombart and other group subsidiaries.
• Media Intelligence Services Media planning, advertising investment auditing (ADEX), brand and content tracking, broadcast monitoring and media optimization services for advertising agencies, media companies and broadcasters, delivered via MediaMonitor, Adjinn and other group subsidiaries.

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature6 records

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Toluna: Digital consumer research and panel technology provider offering survey-based market research with global panels. Comparable to Markdata's Marktab survey management solution and Minerva's broader consumer insights offerings.
• YouGov: UK-based digital market research and consumer intelligence firm with global panel and syndicated brand tracking products. Overlaps with Minerva's Conecta and Adjinn service lines, particularly in consumer insights and brand performance tracking.
• Comscore: US-based media measurement and cross-platform audience analytics company. Direct competitor to Marktest/Markdata's traditional audience measurement and Adjinn's digital advertising intelligence offerings, particularly in programmatic and cross-media measurement.
• Circana (formerly IRI and NPD): Market research and consumer intelligence firm focused on CPG, retail, and media measurement. Overlaps with Minerva's retail/consumer research practice and audience measurement capabilities for advertising and media clients.
• Sensor Tower: Digital advertising intelligence and app analytics platform providing competitive benchmarking across digital channels. Closely comparable to Adjinn's AI-powered digital advertising benchmarking proposition across markets and platforms.

Broad incumbents

• GfK: Germany-based market research firm with strong consumer goods and retail intelligence offerings, directly overlapping with Minerva's customer understanding and retail research practices. Salvetti & Llombart's Anna Moragues previously worked at GfK, confirming talent and product overlap.
• Ipsos: Paris-based global market research leader with strong presence across consumer research, healthcare, and media intelligence. Direct overlap with Minerva's Conecta, Amber, and Salvetti & Llombart service lines, particularly in healthcare and consumer insights.
• Nielsen: Global audience measurement and media analytics incumbent, particularly dominant in TV ratings and TAM (Total Audience Measurement). Minerva's Italy Director Alberto Dal Sasso was previously President of Nielsen TAM Italy, signaling direct product overlap especially in cross-platform audience measurement.
• Kantar: Global market research and media intelligence leader offering audience measurement, brand tracking, and advertising intelligence. Minerva's Nordic Partner Rolf Thomsen came from Kantar Media, indicating direct talent overlap and product category alignment, though Kantar operates at vastly larger global scale.

Emerging players

• VideoAmp: US-based cross-platform TV and video measurement company challenging Nielsen with advanced currency-grade measurement. Direct competitor to SAM (Smart Audience Meter) and Marktest's traditional TV audience measurement business as the industry shifts from panel-based to census-based measurement.

Market position

Strengths5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/minerva-insights-group

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Subsidiaries9 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 Minerva Insights