What Milkshake research does

Milkshake Research is a B2B UX and CX research consultancy headquartered in Amsterdam (Helicopterstraat 13-15-17, 1059 CE Amsterdam), operating as a subsidiary of the MakerStreet Design group alongside sister companies Soda Studio, Resoluut, and Mr Koreander. The firm delivers custom human-insights engagements rather than software, organized around four service pillars: Exploration (market and target-group research, persona development, customer journey mapping), Experience (proposition validation, concept and usability testing), Exposure (campaign and communication pre-testing), and Accessibility & CRO (WCAG quick scans and conversion rate optimization reviews). Methodology is a blend of qualitative techniques (depth interviews, focus groups, guerrilla interviews, lab-based and remote usability tests) and quantitative techniques (surveys, A/B testing, analytics, cluster analysis for data-driven personas), with the Design Research Sprint (an enhanced Google Design Sprint that integrates user research from days 1–2) positioned as a signature approach.

The target market is horizontal across Dutch and broader European clients, spanning ambitious startups and scale-ups (Catawiki, VanMoof, Atida, Luba), international corporates (KPN, VodafoneZiggo, IKEA, KIA, Albert Heijn, Eneco, JDEP, CheapTickets), and government and nonprofit organizations (GGD Rijnmond, Justdiggit, Start Foundation). Go-to-market is sales-led and direct: leads enter via the company website contact form, phone outreach anchored by Managing Partner Sanna Visser, content marketing through an Insights blog and detailed case studies, and cross-referrals from the MakerStreet ecosystem.

Commercial model is professional services revenue billed per project on a quote-based, scope-defined basis; pricing is not publicly disclosed, contracts have multi-year cadence signals, and there is no productized SaaS, marketplace, or self-serve channel. Operationally, the firm leverages third-party research platforms (Lookback, Maze, UsabilityHub, UserTesting, Typeform) and coordinates international research partners in Germany and Spain for multi-country programs. No revenue, headcount, or funding figures are disclosed.

Name

Milkshake research

Legal name

Milkshake Research

Website

https://milkshake-research.nl

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Milkshake Research is an Amsterdam-based B2B UX and CX research consultancy, part of MakerStreet Design, serving Dutch and European startups, scale-ups, and international corporates with custom qualitative and quantitative research engagements across four service pillars: Exploration, Experience, Exposure, and Accessibility/CRO.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Research and Consulting Services: Milkshake Research generates revenue through custom UX/CX research project engagements. Services include market and target group research (Exploration), proposition validation and usability testing (Experience), campaign testing (Exposure), and accessibility/CRO services. Projects are scoped and billed per engagement, typical of professional services firms.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Milkshake Research is a CX/UX research consultancy that helps brands succeed by delivering actionable human insights. Services span market and target group research (Exploration), proposition validation and usability testing (Experience), campaign pre-testing (Exposure), and accessibility and conversion rate optimization scans. Projects are delivered as custom consulting engagements combining qualitative and quantitative methods for startups, scale-ups, and international corporates.

Product overview

Milkshake Research is a UX and CX research consultancy (part of MakerStreet Design) that delivers actionable human insights rather than lengthy research reports. The company operates four core service pillars — Exploration (market and target group research), Experience (proposition validation, concept and usability testing), Exposure (campaign and communication pre-testing), and Accessibility & CRO (WCAG accessibility scans and conversion rate optimization reviews) — supported by a portfolio of qualitative and quantitative research methodologies (usability testing, depth interviews, surveys, customer journey mapping, A/B testing, analytics, focus groups, guerrilla interviews, market research, segmentation/personas). The services are delivered as consulting engagements rather than a standalone software product, serving startups, scale-ups, and international corporates.

Differentiator

Problem solved

Functional benefit

Products and services

• Exploration Market and target group research service that helps clients understand their audience, discover segments, and develop the ideal customer journey.
• Experience Proposition validation, concept testing, and usability testing service that helps clients develop the best experience for their target audience by testing services, websites, and apps.
• Exposure Campaign and communication testing service that pre-tests campaign materials for optimal effectiveness and efficient media budget utilization.
• WCAG Accessibility Scan Rapid accessibility evaluation of digital products against WCAG guidelines, covering 50 success criteria to identify accessibility issues and provide actionable recommendations for inclusive digital products.
• CRO Review Conversion rate optimization review evaluating websites against conversion criteria, prioritizing recommended changes by impact and feasibility across homepage, product pages, and checkout flows.

Quantifiable outcome

• Mobile conversion increased by 62% for CheapTickets after research-driven redesign of search and booking flow
• +4 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Soda StudiocoreStrategic or Co-development PartnerSoda Studio is the design sister company within the MakerStreet Design group. Milkshake Research and Soda Studio collaborate on client projects, combining UX research with brand and product design. Joint projects include Atida (international e-commerce launch), KPN (website strategy), VanMoof (configurator redesign), and Start Foundation (website redesign). The collaboration allows research insights to be directly translated into design solutions.
• ResoluutminorStrategic or Co-development PartnerResoluut is a sister company within the MakerStreet Design group. For the IKEA Family project, Resoluut collaborated with Milkshake Research alongside Soda Studio and Mr Koreander in a four-week multidisciplinary sprint.
• Mr KoreanderminorStrategic or Co-development PartnerMr Koreander is a sister company within the MakerStreet Design group, specializing in UX writing and copywriting. For the IKEA Family project, Mr Koreander collaborated with Milkshake Research on optimizing UX copy alongside design improvements identified through usability testing.
• KPNcoreStrategic or Co-development PartnerKPN is a major Dutch telecommunications provider and an ongoing client. Milkshake Research has conducted iterative concept testing and usability testing across multiple customer types (new mobile customers, existing customers renewing contracts, TV customers adding mobile) to validate KPN's self-service bundle strategy.
• SimyominorStrategic or Co-development PartnerSimyo is a Dutch mobile virtual network operator. Milkshake Research conducted remote research projects for Simyo, converting face-to-face research to remote formats during the COVID-19 period.
• Jacobs Douwe Egberts Professional (JDEP)coreStrategic or Co-development PartnerJDEP is a major B2B coffee and tea provider and an ongoing client. Milkshake Research conducted depth interviews and usability testing for JDEP's 'My Service' online customer portal, optimizing the experience across different organizational roles.
• Albert HeijncoreStrategic or Co-development PartnerAlbert Heijn (part of Ahold Delhaize) is a major Dutch supermarket chain. Milkshake Research has worked with Albert Heijn in agile environments, contributing UX research expertise to product development sprints alongside their design teams.
• EnecocoreStrategic or Co-development PartnerEneco is a Dutch energy company. Milkshake Research collaborated on agile UX research projects, including early involvement in the service chatbot development. Worked with Eneco designers and product owners in sprint-based research environments.
• Albert Heijn (TaartenBakkers)minorStrategic or Co-development PartnerMilkshake Research participated in a Google Design Sprint that contributed to the concept development of the 'TaartenBakkers van AH' (Albert Heijn's cake/patisserie offering), applying the Design Research Sprint methodology.
• Eneco (Service Chatbot)minorStrategic or Co-development PartnerMilkshake Research contributed to the design sprint for Eneco's service chatbot using the Design Research Sprint methodology, incorporating user research from the earliest stages of concept development.
• OnderAnderen.comminorStrategic or Co-development PartnerOnderAnderen.com is a consultancy specialized in inclusive design. They conducted expert accessibility checks on Milkshake Research's prototypes and provided guidance on inclusive design practices for testing with users with visual impairments. The firm also has a database for recruiting inclusive research participants.
• International Research Partners (Germany & Spain)minorImplementation/ SI/ Consulting PartnerFor the Atida international launch project, Milkshake Research coordinated with research partners in Germany and Spain for multilingual testing, screen translations, and interpretation services across multiple European markets.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Maze: Prototype usability testing and product analytics platform used by Milkshake for quantitative task-based testing; targets the same UX research and product validation buyer persona, particularly in digital product teams.
• Informaat: Dutch UX design and research consultancy serving Dutch and European enterprise clients; competes head-to-head with Milkshake for similar briefs in usability testing, customer journey mapping, and proposition validation.
• Lookback: Remote moderated user research platform used by Milkshake for live stakeholder observation and recorded sessions; directly competes for the moderated-research tooling portion of the same UX research workflow.

Broad incumbents

• Ipsos: Global market research and consumer insights firm with established UX/CX research practices; competes in the same enterprise client base with broader geographic reach and standardized methodology offerings.
• GfK (an Ipsos company): Global market research giant covering consumer insights, UX, and customer experience research; competes for larger enterprise research mandates and offers scale advantages versus Milkshake's boutique model.
• Nielsen Norman Group: Premier global UX research, training, and consulting authority; competes for premium enterprise UX research engagements and overlaps in usability, customer journey, and evidence-based design methodology.
• UserTesting: Global unmoderated and moderated user-research platform used by Milkshake for remote testing; represents the platform-led alternative to Milkshake's bespoke service delivery and competes for the same enterprise UX research dollars.
• Soda Studio: Amsterdam-based brand and product design agency and sister company within MakerStreet Design; collaborates directly with Milkshake on joint client engagements (Atida, KPN, VanMoof) and competes for the same Dutch enterprise UX/CX budget pool.
• Unplugged: Amsterdam-based service design agency from which Milkshake Research originated; overlaps significantly in UX research, service design, and customer journey work for Dutch enterprise clients, and shares historical lineage within the same parent ecosystem.

Emerging players

• Useberry: Prototype usability testing tool enabling task-based and concept testing; targets the same product-design and UX research buyer and represents a low-cost alternative to bespoke usability research engagements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/milkshake-research

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 Milkshake research