What Workplace Intelligence does

Workplace Intelligence is a boutique, founder-led thought leadership and research agency headquartered in Boston, MA. Founded by Dan Schawbel, a New York Times bestselling author and personal-branding expert, the firm designs and executes proprietary survey-based research campaigns for enterprise clients, then promotes the findings through its owned media platform — a weekly Insider newsletter reaching over 400,000 subscribers — and via earned coverage in top-tier outlets such as CNN, NBC, TIME, Fortune, Forbes, the Wall Street Journal, and CNBC. The firm operates with a 1-10 person team, drawing on third-party panel providers (Savanta, Walr) for survey fieldwork rather than maintaining proprietary research technology, and it does not develop, train, or deploy AI/ML systems.

The company's core offering is custom research campaigns sold through consultative, direct enterprise sales to HR, people-leader, and HR-tech marketing buyers. Engagement examples include studies with Oracle (C-Suite Mental Health), UKG (Employee Voice, Frontline Worker AI), WeWork (Hybrid Workplace), GoTo (Pulse of Work 2025-2026), Deloitte (Human Sustainability), Writer (AI Adoption in the Enterprise), and Upwork (AI-Enhanced Work Models), typically surveying 1,500-12,000 respondents across multiple countries. Revenue is generated through professional-services fees on these campaigns, supplemented by corporate branding bundles (newsletter sponsorship, white papers, webinars, satellite media tours), executive branding services (LinkedIn management, byline ghostwriting, conference speaking), and a self-serve marketplace selling premium newsletters, annual forecasts, leadership courses, and books.

The business model is a hybrid of high-touch professional services and content/media monetization. The enterprise research business is project-based with multi-year contracts, while the consumer side — courses distributed via LinkedIn Learning, books via Amazon, and the marketplace — provides modest, recurring touchpoints. The firm is privately held, founder-owned, with no institutional funding, M&A activity, or public ticker disclosed in available sources.

Name

Workplace Intelligence

Legal name

Workplace Intelligence, LLC

Website

https://workplaceintelligence.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Workplace Intelligence is a Boston-based, founder-led boutique research agency that designs proprietary survey-based thought leadership campaigns for enterprise clients such as Oracle, UKG, GoTo, and Deloitte, promoting findings through a 400,000+ subscriber newsletter and top-tier earned media.

Ownership category

akta.pro rank

Product category

Workplace Research and HR Insights Services

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Consulting Services (541613), Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Management Consulting Services (8742), Miscellaneous Publishing (2741)

akta.pro primary industry

People Analytics, Assessment & Psychometrics Consulting (BPAHAGAH)

akta.pro secondary industries

Corporate Leadership & Management (EDAGANAA), Corporate Training Course Marketplaces (B2B Content Libraries) (EDAFAIAH)

Keywords

• Workplace research services
• Thought leadership research
• HR survey studies
• Employee research campaigns
• Workforce trend insights

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Research Campaigns (Primary): The core revenue driver. Workplace Intelligence partners with enterprise clients (e.g., Writer, GoTo, WeWork, UKG, Oracle, Deloitte, INTOO) to co-design and execute proprietary research studies on workplace topics. The firm surveys targeted audiences (employees, HR leaders, C-suite), analyzes findings, and promotes the results through its media network. Clients pay for the research design, fieldwork, analysis, and associated thought leadership marketing campaigns. Pricing is custom/quote-based based on scope, sample size, and promotion reach.
2. Corporate Branding Services: Secondary revenue stream encompassing newsletter sponsorship, white paper production, interview series, webinars, keynote presentations, satellite media tours, annual forecast sponsorship, and social sharing services. These are packaged offerings that complement the research campaigns and are sold to HR/employer branding teams seeking to build industry authority.
3. Executive Branding Services: Services for individual executives including LinkedIn event management, LinkedIn profile management, conference speaking placement, and byline article ghostwriting/opinion column placement. Positioned as premium add-on services leveraging founder Dan Schawbel's personal branding expertise and media relationships.
4. Marketplace (Self-serve Content): The company operates a marketplace selling premium content including white papers, annual forecast reports, and leadership development courses. Revenue is generated through individual purchases or subscriptions to premium newsletters and course content. Courses are also distributed via LinkedIn Learning.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Workplace Intelligence is an award-winning thought leadership and research agency that partners with enterprise clients to design, field, and analyze proprietary survey-based research studies on workplace topics, then promotes the findings through its media platform and earned-media network. Beyond custom research campaigns, it sells packaged corporate branding services (newsletter sponsorship, white papers, webinars, keynote presentations) and executive branding services (LinkedIn management, byline articles, conference speaking placement), and operates a self-serve content marketplace for white papers, premium newsletters, courses, and bestselling career books.

Product overview

Workplace Intelligence is a thought leadership and research agency that operates as a platform-plus-services model, offering proprietary research campaigns as its core service alongside a suite of content products including the Insider Newsletter, LinkedIn Learning courses, white papers, annual forecasts, and published career books. The company supplements its research offerings with corporate branding services (newsletter sponsorship, webinars, keynote presentations, media tours) and executive branding services (LinkedIn management, conference speaking, byline articles). All offerings are designed to help companies and their executives build thought leadership, generate publicity, and reach business audiences through data-driven insights.

Differentiator

Problem solved

Functional benefit

Products and services

• Research Campaigns Custom proprietary workplace research studies designed, fielded, analyzed, and promoted in partnership with enterprise clients. Surveys thousands of employees, HR leaders, and C-suite executives on workplace topics, then amplifies findings through earned media placements and owned channels to generate publicity, leads, and thought leadership positioning for the client. Buyers are CHROs, HR SVPs/VPs, and marketing leaders at large enterprises.
• Corporate Branding Services A packaged suite of marketing and brand-positioning services sold to enterprise clients, including newsletter sponsorship, white paper production, social sharing, interview series, webinars, keynote presentations, satellite media tours, and annual forecast sponsorship. Designed to complement research campaigns and position brand buyers as industry leaders.
• Executive Branding Services Premium personal-branding services for individual executives, including LinkedIn event management, LinkedIn profile management, conference speaking placement, and byline/opinion-column article ghostwriting. Used by C-suite executives and senior leaders to build authority and earn external media placements.
• Insider Newsletter Weekly premium email newsletter providing workplace trend analysis, research previews, and expert insights to over 400,000 subscribers. Also sold as a sponsorship vehicle to enterprise clients via newsletter sponsorship packages.
• LinkedIn Learning Courses Premium online courses covering workplace topics including 'Hybrid Working Foundations' and 'Emerging Leader Foundations', distributed via LinkedIn Learning to reach LinkedIn's professional learning audience.
• White Papers Premium research reports and white papers on workplace topics (hybrid work, diversity and inclusion, trust, wellness) available for download or purchase through the company's digital marketplace.
• Annual Forecasts Annual trend forecast publications (e.g., 2026 Workplace Trend Forecast) providing actionable insights on workplace trends shaping business and career decisions; also sold as forecast sponsorship packages to enterprise clients.
• Career Books Bestselling research-based books on career development authored by Dan Schawbel, including 'Back to Human', 'Promote Yourself', and 'Me 2.0', sold via Amazon and other retail channels as standalone published works.
• Workplace Intelligence Marketplace Online self-serve marketplace providing access to workplace experts, the weekly premium Insider newsletter, annual forecast white papers, and leadership development courses for individual professional development and career-related learning.

Quantifiable outcome

• Over 1.2 billion media impressions generated for a single research study (Writer AI Adoption study) within 4 weeks
• +7 more outcomes

Named customers18 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

21 partnerships are on record, tiered core, supporting and minor.

• WritercoreStrategic or Co-development PartnerWorkplace Intelligence partnered with Writer (enterprise AI agent platform) on the 'AI Adoption in the Enterprise' study, surveying 2,400 C-suite executives and employees on AI implementation challenges. The study found that 60% of companies plan to lay off employees who won't adopt AI and 69% report already conducting AI-related layoffs. The study generated over 100 media placements and 1.2 billion impressions within 4 weeks. Writer's VP of Communications & Content cited Workplace Intelligence as 'best-in-class at establishing credibility, earning attention, and driving lead velocity.'
• GoTocoreStrategic or Co-development PartnerMulti-year research partner on the 'Pulse of Work' series (2025 and 2026 studies). GoTo, a cloud communications and IT company, partnered with Workplace Intelligence to survey 2,500 global employees and IT leaders on AI use and sentiment. Studies examined AI's role in flexible work models, AI overreliance, and workforce productivity. GoTo CEO Rich Veldran was quoted in the research releases.
• WeWorkcoreStrategic or Co-development PartnerPartnered on the 'Hybrid Workplace Study' (2021), surveying 2,000 U.S. C-suite executives and employees on post-pandemic work preferences. Key findings (64% of employees would pay for office access; 75% would give up benefits for hybrid flexibility) received coverage in CNN, BBC, CNBC, Forbes, Fortune, and the World Economic Forum. The WeWork study was foundational to establishing Workplace Intelligence's credibility in future-of-work research.
• UKGcoreStrategic or Co-development PartnerLongstanding partner across multiple research studies: Employee Voice Study (with The Workforce Institute at UKG), Frontline Worker AI Use Study (examining AI adoption and burnout among 8,200 frontline workers across 10 countries), and C-Suite Mental Health Challenges Study. UKG is a global HR, pay, and workforce management platform. Multiple studies have generated significant media coverage.
• OraclecoreStrategic or Co-development PartnerPartnered on the C-Suite Mental Health Challenges Study (2020–2021), surveying over 12,000 employees, managers, HR leaders, and C-suite executives across 11 countries. The study examined how AI and technology could support mental health at work. Oracle Cloud HCM's SVP credited Workplace Intelligence for bringing 'a well-informed perspective on key business and societal trends, instrumental in shaping the direction, focus, and narrative of joint research.'
• DeloittecoreStrategic or Co-development PartnerPartnered on the Human Sustainability Study (2024), examining CEO pressure to improve human sustainability (80% of CEOs feel pressured by employees, customers, and boards). Also partnered on the Employee Engagement in Financial Services Study (2023) and the C-Suite's Role in Well-Being Study (2022), surveying 2,100 C-suite executives across 4 countries.
• INTOOcoreStrategic or Co-development PartnerPartnered on the Culture in the Balance Study (2025), examining how companies can mitigate negative impacts of layoffs to preserve culture. Also partnered on the Employee Growth and Development Study (2023–2024), revealing that 25% of employees (44% of Gen Z) plan to quit due to lack of career development support. INTOO is the career development and outplacement flagship for Gi Group Holding.
• Clari + SalesloftcoreStrategic or Co-development PartnerPartnered on the Generational Conflict Study (2026), surveying 2,000 U.S. employees in revenue-generating roles. The study revealed that generational conflict costs U.S. employers an estimated $56 billion per year in lost productivity (5.3 hours/employee/week). The study examined how uneven AI adoption is intensifying generational divides in organizations.
• DeputycoreStrategic or Co-development PartnerPartnered on the 'Better Together Study' (2025), surveying 1,500 frontline shift workers across the US, UK, and Australia. The study revealed that nearly half of shift workers work alongside AI but only 15% were consulted before AI arrived. Deputy is the world's leading workforce management platform for hourly work.
• One MedicalcoreStrategic or Co-development PartnerMulti-year partner on the Deferred Care Study (2021), examining how employees deferred healthcare during the pandemic, and the State of Workplace Health studies (2022–2024), examining chronic conditions and workforce productivity. One Medical is a national member-based primary care organization combining in-person and virtual care.
• edXcoreStrategic or Co-development PartnerPartnered on the 'Navigating the Workplace in the Age of AI' study (2023), surveying 1,600 U.S. C-suite and employees on how AI is reshaping organizations. Also partnered on the AI and Sustainability Study (2024), revealing that 75% of the C-suite doesn't believe their company can achieve sustainability goals without AI.
• Kahoot!coreStrategic or Co-development PartnerPartnered on the Workplace Culture Study (2021), examining how collaboration and employee engagement technologies can create a fair hybrid workplace. The study found that 77% of employees want to work remotely at least part of the time, and technology that drives emotional connectedness is key to hybrid success.
• UpworkcoreStrategic or Co-development PartnerPartnered on the AI-Enhanced Work Models Study (2024), surveying 2,500 global C-suite leaders and employees. The study found that while 96% of C-suite leaders expect AI to boost productivity, 77% of employees report AI has increased their workload — revealing a significant disconnect.
• BrightPlancoreStrategic or Co-development PartnerPartnered on the 2024 Wellness Barometer Study, surveying 1,400 knowledge workers at companies with 1,000+ employees. The study found 86% of Gen Z workers are stressed about finances, losing over 8 hours/week in productivity, and costing U.S. employers an estimated $183 billion annually.
• VSP Vision CarecoreStrategic or Co-development PartnerPartnered on the Workplace Vision Health studies (2024, 2025), examining digital eye strain among employees. The 2024 study found 82% of Gen Z employees work nights and weekends, with 54% reporting declining eye health. The research highlighted the intersection of work patterns and physical health outcomes.
• AchieverscoreStrategic or Co-development PartnerPartnered on the Recognition and D&I Study (2021), surveying 2,000 U.S. employees and HR leaders. Key finding: at companies where recognition incorporates D&I, 55% of employees are highly engaged vs. 17% where there is no integration. Achievers is an employee voice and recognition solutions company.
• SavantasupportingTechnology or IntegrationSavanta is cited as the primary third-party research panel provider for many of Workplace Intelligence's studies, including the WeWork Hybrid Workplace Study (2,000 respondents), Recognition and D&I Study (2,000), Employee Voice Study (4,049), and others. Savanta provides the survey panel infrastructure for fieldwork.
• WalrsupportingTechnology or IntegrationWalr is cited as the research data provider for the 2024 Wellness Barometer (BrightPlan partnership) and 2024 State of Workplace Health (One Medical partnership) studies, providing panel-based survey respondents.
• SoFi at WorkminorStrategic or Co-development PartnerPartnered on the Financial Wellness Study (2022), surveying 1,600 HR leaders and employees on financial well-being, financial literacy, and financial benefits. The study revealed that three in four workers are stressed about financial issues, spending 9+ hours per week dealing with personal finances.
• AirspeedminorStrategic or Co-development PartnerPartnered on the Remote Work Culture Study (2022), surveying 1,600 U.S. C-suite executives and employees on isolation and disconnection in remote work environments. Key finding: 2 out of 3 execs believe their workers will quit because they feel disconnected.
• MyWorkChoiceminorStrategic or Co-development PartnerPartnered on the Hourly Worker Benefits Study (2021), surveying 2,000 U.S. HR leaders and hourly workers. Key finding: 94% of employers and 87% of hourly workers believe hourly workers deserve the same or some of the same benefits as salaried employees, including flexibility.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Gallup: Globally recognized workplace and employee engagement research firm that publishes major proprietary studies on workforce trends, employee sentiment, and management — overlapping directly with Workplace Intelligence's HR research agenda.
• Aberdeen Strategy & Research: Boutique-to-mid-market B2B research and advisory firm that produces proprietary research campaigns and thought leadership for enterprise technology buyers, similar in structure and service model to Workplace Intelligence.
• Great Place to Work: Workplace culture research and certification company that conducts large-scale proprietary employee surveys and produces widely covered research on workplace topics, directly comparable to Workplace Intelligence's research-led B2B model.
• Quantum Workplace: Employee engagement research and advisory firm that conducts proprietary workforce surveys and produces benchmark studies for HR leaders, closely mirroring Workplace Intelligence's research-campaign service line.

Broad incumbents

• McKinsey & Company: Global management consultancy whose McKinsey Global Institute and McKinsey Quarterly publish major workplace and HR research; competes for executive audience attention with Workplace Intelligence's research output.
• Forrester Research: Large research and advisory firm covering technology, marketing, and workforce topics with a subscription research model; competes with Workplace Intelligence for enterprise research budgets at a much broader scale.
• International Data Corporation (IDC): Global market intelligence firm with a substantial workforce and HR technology research practice; competes with Workplace Intelligence for enterprise HR-tech research sponsorships at much larger scale.
• Gartner: Largest research and advisory firm globally; its HR practice and workforce research offerings overlap with Workplace Intelligence's enterprise HR research campaigns at significantly larger scale and institutional reach.
• Deloitte Insights: Research publishing arm of Deloitte that produces major workforce, human capital, and HR studies; an actual Workplace Intelligence client and direct publisher-side peer in workplace research.

Others

• Society for Human Resource Management (SHRM): HR membership organization that conducts and publishes workforce research targeting the same HR leader audience Workplace Intelligence serves; an adjacent peer in workplace research dissemination rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/danschawbel
• YouTubeyoutube.com/danschawbel
• Facebookfacebook.com/danschawbel
• LinkedInlinkedin.com/company/workplaceintelligence
• Instagraminstagram.com/danschawbel

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Workplace Intelligence