What More Srl does

More Srl (doing business as MORE) is a Milan-based, founder-owned boutique research and consulting firm founded in 2015 that provides custom brand and consumer insight services to B2B clients. The firm operates with a lean team of approximately five people, including three senior researchers (Giovanni Scibilia as CEO and Founder, Giuliana De Ruvo as Associate Director, and Luisella Feroldi as senior researcher) supported by a field/organization coordinator and an administrator. Its stated geographic operating footprint is Lombardy, Italy, with no global footprint claim.

The firm's core product is a set of five proprietary research frameworks marketed as 'Frames': MEM (More Equity Model) for brand equity measurement using a 'brand as a human being' metaphor; IRL Positioning for evaluating the conceptual integrity of positioning statements within sociocultural and market context; SegmentAction for context-driven, non-prescriptive market segmentation; Real People for persona development combining segmentation, qualitative, and social profile data; and Character Study for quantitative archetype-based brand analysis. The methodology is explicitly custom and non-standardized, with each project designed ad hoc.

Commercially, More Srl runs a sales-led, direct B2B engagement model, working side-by-side with clients on bespoke research projects covering brand equity, positioning, segmentation, consumer understanding, and brand storytelling. Pricing is project-based and quote-driven, with no publicly disclosed rates. The firm has no recorded external investors, no parent company, no disclosed revenue, no M&A activity, and no documented partnerships or alliances; thought leadership is limited to a small set of 'MORE Thinks' PDF publications and a website last marked with a 2021 copyright date.

Name

More Srl

Legal name

More Srl

Website

https://see-more.it

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

More Srl is a Milan-based, founder-owned boutique founded in 2015 that delivers custom B2B brand and consumer research using five proprietary frameworks (MEM, IRL Positioning, SegmentAction, Real People, Character Study), serving enterprise clients primarily in Lombardy, Italy, with a team of about five.

Ownership category

akta.pro rank

Headquarters

HQ city

Milano

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Research and Consulting Services: Custom research and consulting engagements for brands and companies seeking to understand consumer behavior, market positioning, segmentation, and brand strategy.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

More Srl is a Milan-based brand and consumer research and consulting firm delivering custom, ad-hoc research projects built on five proprietary frameworks (MEM, IRL Positioning, SegmentAction, Real People, Character Study). Each project is designed non-standardized to address the specific brand equity, positioning, segmentation, persona and archetype challenges of the client. The firm works directly and side-by-side with brand and corporate clients to translate consumer and sociocultural insight into brand growth decisions.

Product overview

More Srl is a market research and consulting firm offering a suite of proprietary analytical frameworks (called 'Frames') for brand strategy and consumer insight. The core offering consists of five interconnected methodologies: MEM (More Equity Model) for brand equity measurement using human metaphors; IRL Positioning for evaluating positioning conceptual integrity; SegmentAction for dynamic market segmentation; Real People for persona development; and Character Study for brand archetype analysis. Each frame is custom-designed for each client project rather than standardized, providing tailored solutions for brand growth challenges.

Differentiator

Problem solved

Functional benefit

Products and services

• MEM (More Equity Model) Brand equity consulting framework treating the brand as a human being, measuring brand strength through dimensions of uniqueness, diversification, brand mobilization, inner core/signs and emotional bonding, and integrating experiential, emotional and cultural marketing themes. For brands and companies seeking to assess and grow brand equity.
• IRL Positioning Positioning evaluation consulting service that tests the effectiveness of positioning statements by examining their conceptual integrity within sociocultural context, behaviors, people's mindframes and market realities, and re-semantizing concepts to fit real life contexts. For brands evaluating or refining positioning.
• SegmentAction Custom market segmentation consulting service that does not impose predetermined segmentation criteria; instead, each project's context indicates the most relevant dimension (who, where, when, what, why) and supports identification of core targets, mapping of brands/occasions/products, and white-space opportunities. For brands seeking fresh segmentation input.
• Real People Persona development consulting service profiling target audiences in their social and cultural context through three entry points — segmentation studies, qualitative typologies, and social profiles — combining sociodemographic, behavioral and attitudinal data. For brands needing deep target understanding.
• Character Study Archetype-based consulting service using a quantitative tool to discover the archetypes that define a brand and its competitors, characterize distinctive traits, and identify the storytelling best suited to each Brand Character. For brands seeking differentiation and a distinct voice.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators1 record

Recent moves3 records

Direct peers

• SWG S.p.A. Trieste-headquartered Italian market research and consulting firm offering custom qualitative and quantitative research, segmentation and brand studies to B2B clients. Closely comparable to MORE in geography, target market, and custom non-standardized project design.
• DOXA Group: Long-established Italian market research institute running consumer, brand, and communications studies for B2B clients. Comparable in target customers and custom research model, though broader in scope than MORE's boutique brand focus.
• Interbrand: Global brand consultancy best known for proprietary brand-valuation methodology and brand strategy work. Comparable in that it sells branded IP frameworks (e.g., Best Global Brands) and positioning/archetype analysis to enterprise clients.
• FutureBrand Italy: Global brand consultancy with an Italian practice offering brand strategy, positioning, and consumer research. Comparable in offering proprietary frameworks for brand positioning and storytelling, though operating at meaningfully larger scale.
• BVA Doxa: Milan-based Italian market research firm operating across consumer insights, brand tracking, and segmentation. Directly comparable as an Italy-focused B2B research consultancy with similar custom engagement model and senior-led teams.

Broad incumbents

• Landor & Fitch: Global brand transformation and design consultancy with strong positioning and brand-architecture practices. Comparable in brand strategy and storytelling focus, but operating at much larger scale and including creative/design execution MORE does not perform.
• NielsenIQ Italy: Global consumer and retail measurement company with an Italian presence serving brand manufacturers. Comparable in target customers (B2B brands) and brand performance measurement, though with a stronger data/panel orientation than boutique qualitative work.
• Ipsos Italy: Global market research leader with a substantial Italian operation covering brand, advertising, and segmentation studies. Overlaps with MORE on brand equity and positioning work but offers a far broader portfolio across categories and geographies.
• Kantar Italy: Global research and insights group running brand-equity (BrandZ), consumer, and segmentation programs through its Italian entity. Comparable methodologies at scale, but the broader portfolio means brand strategy work is one of many services.

Regional players

• Istituto Ixè: Italian research and polling firm offering consumer and market studies to B2B clients in Italy. Comparable in custom research approach and Italian market focus, though Ixè is more oriented to public opinion and political/electoral research alongside commercial work.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/MoreMilano
• LinkedInlinkedin.com/company/more---an-added-value-associate

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 More Srl