National Sample

What National Sample does

National Sample is a Czech data collection company that operates a proprietary network of online research panels across eight countries—Czechia, Poland, Slovakia, Hungary, Romania, Bulgaria, Ukraine, and Thailand. Founded in 2012 in Prague (originally as český národní panel and later known as European National Panels before rebranding to National Sample), the company has built a respondent base of over 200,000 verified participants and executes more than 3 million interviews annually across 3,000+ client projects. Its core product is online panel access: companies provide respondents, with the company functioning as the infrastructure layer between supply (panelists) and demand (market research buyers).

The company operates as a B2B panel provider, serving market research companies and agencies that require access to verified respondents for survey-based data collection in Central and Eastern Europe and selected adjacent markets. Revenue is generated through recurring B2B service engagements for panel access and interview execution; pricing is not publicly disclosed. Distribution is primarily direct enterprise sales to research buyers requiring multi-country CEE coverage. The company's competitive positioning rests on panel scale (200,000+ verified respondents), interview throughput (3 million annually), and geographic breadth across 8 countries rather than on proprietary technology or analytics products.

In March 2026, National Sample was acquired by Norstat, a leading data collection provider operating proprietary panels in 45 countries. The acquisition marked Norstat's entry into Central and Eastern Europe and extended its panel coverage. Tomáš Říha continues as Managing Director of National Sample under Norstat's regional leadership. The company has no disclosed public revenue, no AI/ML capabilities, no patents, and no public funding history; growth has been organic from single-country origins to a regional 8-country panel network.

Name

National Sample

Legal name

National Sample s.r.o.

Website

https://nationalsample.com

Company type

Private

Founded year

2012

Operating status

Acquired

Headcount range

11–50 employees

Short description

National Sample is a Prague-based B2B data collection company operating proprietary online research panels across 8 countries in CEE and Southeast Asia, serving market research companies with access to 200,000+ verified respondents and 3 million+ annual interviews.

Ownership category

akta.pro rank

Product category

Market Research Data Collection

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Fieldwork & Data Collection (Online Panels, CATI/CAPI, Fieldwork) (MPAAALAD)

akta.pro secondary industry

Survey, Panel & Fieldwork Services (BPAHALAJ)

Keywords

• Online panel services
• Market research panels
• Survey data collection
• Respondent panel network
• CEE market research

Headquarters

HQ city

Praha

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Online Panel Services: National Sample operates online panels across 8 countries conducting market research interviews. The company generates revenue through panel-based data collection services provided to market research companies and agencies.

Go-to-market motion1 record

Distribution channels1 record

Core offering

National Sample operates an online panel network spanning 8 countries (Czechia, Poland, Slovakia, Hungary, Romania, Bulgaria, Ukraine, and Thailand) with over 200,000 verified respondents. The company delivers panel-based data collection services to market research companies and agencies, conducting more than 3 million interviews annually across 3,000+ client projects.

Product overview

National Sample is a Czech data collection company that operates a regional network of online research panels. Originally founded as Český národní panel (Czech National Panel) in 2012 and later rebranded to European National Panels before becoming National Sample, the company provides market research panel services across eight countries. The core offering consists of online panels for conducting interviews, with the company completing over 3 million interviews annually across 3,000 projects using a network of over 200,000 verified respondents.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Panels

Named customers1 record

Segments1 record

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

Two partnerships are on record, tiered minor.

• SchoenherrminorImplementation/ SI/ Consulting Partner · 1 April 2026Schoenherr law firm advised Norstat on its acquisition of National Sample.
• Peterka PartnersminorImplementation/ SI/ Consulting Partner · 1 April 2026Peterka Partners advised the sellers in National Sample's acquisition by Norstat.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Research Now (now part of Dynata): Research Now was a major global online panel and data collection company, now part of Dynata. Its legacy business in B2B online panel services for market research directly mirrors National Sample's core offering, particularly at scale in Europe.
• YouGov: YouGov is a global market research and data analytics company operating one of the largest proprietary online panels. While it is a broader research and insights business, its panel infrastructure and B2B research services are directly comparable to National Sample's offering.
• Norstat: Norstat is the parent company that acquired National Sample in March 2026. It operates proprietary online panels across 45 countries, providing online data collection and fieldwork services across Europe. Directly comparable as a panel-based data collection provider with broader geographic reach.

Emerging players

• Savanta: Savanta is a market research agency offering panel-based and custom research services across multiple markets. It overlaps with National Sample in panel-driven data collection but operates with a more agency-style delivery model.

Regional players

• Netquest: Netquest is an online panel provider with strong Latin American presence and growing European footprint. It is comparable in business model—panel-based data collection for market research—but primarily serves a different geographic market than National Sample.

Direct peers

• Bilendi: Bilendi is a European leader in online panel data collection and survey technology, with strong presence in multiple European countries. It is one of the closest comparables to National Sample in terms of European market focus, panel-based B2B model, and serving market research agencies.
• Cint: Cint operates a global panel exchange and direct panel network connecting supply and demand for online sample. It competes directly with National Sample as a panel infrastructure provider to the market research industry, with both supply-side (own panels) and marketplace offerings.
• Toluna: Toluna is a global provider of online panels and survey technology serving market research agencies and brands. It competes directly with National Sample in online panel-based data collection, with a comparable B2B model and similar use cases for survey execution.
• Dynata: Dynata is one of the world's largest first-party data and online panel providers for market research. It directly competes with National Sample in supplying online sample to MR agencies and brands, with significantly larger scale but the same core B2B panel business model.
• Schlesinger Group: Schlesinger Group is a data collection company providing qualitative and quantitative fieldwork services, including online panel operations across multiple European markets. It is directly comparable to National Sample in B2B fieldwork and panel services for market research.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/nationalsample
• Facebookfacebook.com/cznarodnipanel

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 National Sample