What Yonder Data Solutions does

Yonder Data Solutions is a UK-based B2B fieldwork and data collection partner serving leading insight and media agencies. Operating as a trading division of Yonder Consulting Limited and headquartered in London with a dedicated CATI telephone centre in Newcastle, the company delivers online surveys, CATI and mixed-mode telephone interviewing, survey programming and hosting, data processing and coding, advanced analytics, dashboards, and shared-cost omnibus surveys. It rebranded from Populus Data Solutions in 2025 and positions itself as a premium-quality vendor within the UK market research services market.

The company's underlying technology combines a proprietary device-agnostic survey platform with AI-powered validation and fraud detection (strengthened by a 2025 partnership with Verisoul), plus de-duplication, geo-location, and machine-fingerprinting controls and an AI Summary Tool for respondent feedback. It maintains its own Y Live panel with above-average response rates, operates under ISO 20252 accreditation with Cyber Essentials Plus and Global Data Pledge compliance, and formalises its quality commitment through the Yonder Data Quality Charter. Geodemographic enrichment is provided via an Experian integration.

Yonder generates revenue through professional-services, quote-based B2B engagements, supplemented by panel participant compensation paid at £1 per five minutes of survey completion, a rate it describes as relatively high for the industry. Its go-to-market is direct enterprise sales to research buyers, supported by thought-leadership content (blog, LinkedIn, X), industry awards, and MRS partnership positioning. Customer satisfaction is reported at 90-98% across multiple disclosed metrics, and named end-client case studies include Marks and Spencer and the Premier League, although these appear to be end-clients of agency customers rather than direct counterparties.

Name

Yonder Data Solutions

Legal name

Yonder Consulting Limited

Website

https://yonderdatasolutions.com

Company type

Private

Founded year

2010

Operating status

Operating

Short description

Yonder Data Solutions is a UK-based B2B fieldwork and data collection partner serving leading insight and media agencies with online surveys, CATI interviewing, survey programming, data processing, and AI-powered quality validation under ISO 20252 accreditation.

Ownership category

akta.pro rank

Product category

Market Research Fieldwork Services

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Services-Computer Processing & Data Preparation (7374), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Data Platforms & Modern Data Stack Services (Lakehouse, DW, MDM) (BPAEAHAC)

Keywords

• Market research fieldwork
• Data collection services
• Survey programming
• CATI telephone interviewing
• Research panel management

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Fieldwork Services: B2B services providing fieldwork and data collection for market research agencies and corporations. Services include online surveys, CATI telephone interviews, survey programming, data processing, coding, advanced analytics, omnibus surveys, and dashboards.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Yonder Data Solutions is a B2B fieldwork and data collection partner that delivers online surveys, CATI telephone interviews, survey programming and hosting, data processing, coding, advanced analytics, dashboards, and omnibus surveys to insight and media agencies. Services combine an experienced operations team with a proprietary survey platform, AI-powered validation, and fraud detection to produce quality-assured research data under ISO 20252 accreditation.

Product overview

Yonder Data Solutions operates as a fieldwork and data collection partner offering a comprehensive suite of research services rather than a standalone software product. The portfolio consists of core data collection services (Online Surveys, CATI Telephone, Survey Programming & Hosting, Data Processing, Coding), analytical services (Advanced Analytics & Data Science, Conjoint Analysis, Market Segmentation, MaxDiff Analysis), and visualisation services (Dashboards & Data Visualisation, Omnibus surveys). AI Solutions are embedded across services for accelerated scripting, intelligent data analysis, and quality validation. The Yonder Data Quality Charter provides the overarching quality framework. The company combines experienced research teams with cutting-edge technology and AI to deliver precision quality data for effective decision-making.

Differentiator

Problem solved

Functional benefit

Brands

• Yonder Omnibus: Omnibus survey service for nationally representative answers
• Yonder Data Quality Charter
• Yonder Live
• AI Solutions

Quantifiable outcome

• 98% of clients said Yonder met/exceeded expectations
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core and supporting.

• VerisoulcoreTechnology or IntegrationYonder Data Solutions has partnered with Verisoul to strengthen fraud prevention in market research. This partnership enhances their data quality capabilities by integrating Verisoul's fraud detection technology to identify and prevent fraudulent survey responses, fake accounts, and fraudulent payment attempts.
• Yonder ConsultingcoreOthersYonder Data Solutions is a trading name and division of Yonder Consulting Limited, a strategic transformation company that brings together insight, strategy and creativity. The company operates as part of the Yonder Consulting group.
• ExperiansupportingTechnology or IntegrationGeodemographic company used as a data processor to provide additional analytics and insights for survey research. Experian supplies geodemographic data that enhances the depth and accuracy of survey analysis.
• Market Research Society (MRS)coreStrategic or Co-development PartnerMRS Company Partner with ISO 20252 accreditation. Yonder actively participates in MRS initiatives and their Commercial Director, Daniel Singham, has been elected to the MRS Main Board. The company holds MRS Operational Excellence and Oppies awards.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Toluna: Global online survey and consumer panel provider offering fieldwork, panel management, and survey technology. Directly comparable to Yonder in delivering B2B online data collection services to research buyers, with overlapping AI-driven quality tooling.
• Dynata: One of the world's largest first-party data and research panel providers, offering online survey fieldwork and audience access. Directly comparable on online data collection, panel operations, and B2B research services.
• Bilendi: European market research data collection and panel operator providing fieldwork, panel management, and data processing. Directly comparable on data collection services and B2B research buyer focus.
• Savanta: UK and international data, research, and advisory firm with strong fieldwork and quantitative research capabilities. Comparable on UK-centric B2B research delivery, agency client base, and analytics services.
• YouGov: UK-headquartered online market research firm operating a large proprietary panel for B2B research and bespoke studies. Comparable in geography, panel-based fieldwork model, and serving agencies and enterprise clients with quantitative insight.
• Norstat: European data collection specialist operating CATI centers and online panels across multiple countries. Directly comparable on multi-mode fieldwork (online + CATI), proprietary panels, and European geographic footprint.
• Opinium: UK-based market research firm specializing in polling, brand tracking, and bespoke quantitative research. Comparable on UK focus, B2B research buyer base, and integration of fieldwork with analytics.

Broad incumbents

• Ipsos: Global market research leader offering the full stack of qualitative, quantitative, and online fieldwork services. Overlaps with Yonder on online data collection and survey research but operates at vastly larger scale with broader service portfolio.
• Kantar: World's largest market research and insights group with extensive proprietary panels and data collection operations. Comparable in B2B research services but at a much larger scale and broader portfolio.

Emerging players

• Lucid: Technology-led research platform connecting buyers to survey respondents globally, with strong fraud-prevention and quality tooling. Comparable in online data collection focus and AI-driven quality differentiation, but operates a software/platform model rather than traditional fieldwork services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Yonder_DS
• LinkedInlinkedin.com/company/yonderdatasolutions

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Yonder Data Solutions