Labyrinth research & consultancy

What Labyrinth research & consultancy does

Labyrinth Onderzoek & Advies, trading as Labyrinth, is a privately held Dutch full-service research and consulting agency founded in 2003 and headquartered in Utrecht, with a second office opened in Rotterdam in October 2023. The firm provides custom social research, evaluation studies, and advisory services to Dutch government agencies (municipalities such as Amersfoort and Utrecht, plus national bodies including SCP and WODC), housing corporations (Havensteder, Mitros), healthcare organizations (Nivel, Rode Kruis), research institutions, and cultural and broadcasting clients (Openluchtmuseum, NPO). Its core differentiator is a multicultural 'Etnoteam' of highly educated interviewers and one of the most diverse access panels in the Netherlands, enabling research that reaches hard-to-reach populations across language, cultural, and socio-economic barriers — captured in the firm's positioning 'we don't talk about them, but with them'.

The agency's product portfolio spans resident research, evaluation research, customer journey research, customer satisfaction measurement, panel research, audience research, neighborhood consultation, audit research, and the long-running annual Eid al-Fitr-monitor (18+ years). Methodologies include face-to-face, telephone, online, focus group, and in-depth interviews, supported by a proprietary fieldwork app. The firm also maintains the Labyrinth Panel as a recurring research asset and runs the Labyrinth Academy for webinars and training. Delivery is founder-led under director Nathan Rozema, with research management under Roland Goetgeluk.

Labyrinth operates a B2B sales-led go-to-market, acquiring clients through direct engagement, referrals, and academic partnerships with Utrecht University, the University of Amsterdam, and Erasmus University Rotterdam. Revenue is generated through project-based, quote-driven professional services engagements priced on methodology, scale, and complexity, with billing cadences that can extend to multi-year contracts; no public pricing is disclosed and revenue is not reported. Marketing relies on content (website, quarterly newsletter, blog), professional events, LinkedIn, and earned media, and the firm is independently owned with no disclosed institutional investors or funding rounds.

Name

Labyrinth research & consultancy

Legal name

Labyrinth Onderzoek & Advies

Website

https://labyrinthonderzoek.nl

Company type

Private

Founded year

2003

Operating status

Operating

Short description

Labyrinth Onderzoek & Advies is a Dutch full-service social research and consulting agency, founded in 2003 and headquartered in Utrecht, serving municipalities, national government, housing corporations, and nonprofit clients with inclusive, multicultural research methods.

Ownership category

akta.pro rank

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Research and Consulting Services: Full-service research and consulting agency providing custom research projects, evaluation studies, and advisory services to government agencies, housing corporations, healthcare organizations, and cultural institutions. Revenue is generated through project-based engagements with varying scopes and durations.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Labyrinth is a full-service research and consulting agency that designs and executes custom social research projects for Dutch public-sector and social-purpose clients. Engagements span small-scale neighborhood studies to nationwide questionnaires, covering resident research, evaluation studies, customer journey and satisfaction measurement, panel and audience research, audit chamber research, and inclusive research among hard-to-reach populations. Delivery combines qualitative and quantitative methodologies, with the agency's multicultural 'Etnoteam' and diverse access panel enabling representative sampling across all segments of Dutch society.

Product overview

Labyrinth is a full-service research and consulting agency consisting of specialists with extensive experience across diverse research areas. The company operates a portfolio of research methodologies including resident research, evaluation research, customer journey research, customer satisfaction measurement, panel research, audience research, and the annual Eid al-Fitr-monitor. Research is conducted through multiple methods including face-to-face interviews, telephone interviews, online surveys, focus groups, and in-depth interviews, supported by a fieldwork app. The company maintains an inclusive access panel (Labyrinth Panel) and offers educational programs through Labyrinth Academy. The core offering is customized research services rather than standardized software products, delivered by expert teams that emphasize reaching all segments of society through multilingual and multicultural interview teams.

Differentiator

Problem solved

Functional benefit

Brands

• Labyrinth Panel: An inclusive access panel maintained by Labyrinth for conducting diverse research across various populations.
• Labyrinth Academy

Products and services

• Bewonersonderzoek (Resident Research)

Quantifiable outcome

• Reached 770+ residents in Bijlmerse G-Buurt neighborhood study
• +2 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• University of Utrecht (UU)coreStrategic or Co-development PartnerAcademic partnership for research collaboration, student internships, and guest lectures. Labyrinth collaborates with Utrecht University's geography department and provides practical experience for students.
• University of Amsterdam (UVA)coreStrategic or Co-development PartnerAcademic partnership for joint research projects including studies on Syrian and Eritrean refugees and integration research.
• Erasmus University Rotterdam (EUR)coreStrategic or Co-development PartnerAcademic partnership for research including EUR Bridge Research on integration and surveys in Flanders.
• Wijkcooperatie KanaleneilandcoreStrategic or Co-development PartnerStrong partnership with the neighborhood cooperative in Kanaleneiland for joint projects including IRIS project on shared mobility and community development.
• Krant van het Kanaal (KvK)minorOthersChamber of commerce partnership for business research and entrepreneurship studies in neighborhoods.
• Sociaal en Cultureel Planbureau (SCP)coreStrategic or Co-development PartnerLong-standing partnership conducting national research 'Samenleven in Nederland' (Living Together in the Netherlands) and various social policy studies.
• Kenniscentrum Sport & BewegenminorStrategic or Co-development PartnerResearch partnership on youth sports participation and inclusion research 'Kan ik meedoen?'
• NivelcoreStrategic or Co-development PartnerPartnership for Panel Samen Leven research on people with intellectual disabilities and other healthcare-related studies.
• Wetenschappelijk Onderzoek- en Documentatiecentrum (WODC)coreStrategic or Co-development PartnerResearch partnership for studies on Ukrainian refugees and other government-related research projects.
• NPOminorStrategic or Co-development PartnerPartnership for research on experimental radio channel NPO Blend, studying music preferences and content needs of listeners.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• I&O Research: One of the largest Dutch social research firms, serving municipalities, government, and housing corporations. Directly comparable to Labyrinth in customer base, methodology mix, and focus on inclusive Dutch social research.
• Newcom Research & Consultancy: Amsterdam-based research and consultancy firm specializing in social themes, citizen participation, and neighborhood research. Comparable to Labyrinth in methodology, client base, and Dutch market focus.
• DUO Market Research: Dutch market research firm specialized in fieldwork, panel, and B2B/B2C research across the Netherlands. Comparable to Labyrinth in offering fieldwork services and serving institutional Dutch clients.
• Motivaction: Dutch research and consultancy firm focused on social issues, citizen research, and policy evaluation for government and semi-public clients. Closely comparable service offering and target audience to Labyrinth.
• Veldkamp: Dutch research and consultancy firm conducting social, policy, and citizen research for municipalities and public-sector organizations. Overlapping methodology stack and customer profile with Labyrinth.

Broad incumbents

• Kantar Netherlands: Global market research giant with a Dutch operation covering social, consumer, and public-sector research. Competes for the same institutional clients as Labyrinth but at vastly greater scale and across broader categories.
• Ipsos Netherlands: Global research leader with a strong Dutch public-sector practice. Overlaps with Labyrinth on government and social research RFPs but with broader portfolio and larger panels.

Regional players

• Ruigrok NetPanel: Dutch panel research firm maintaining a large national access panel for government, media, and brand research. Comparable to Labyrinth's Labyrinth Panel business and panel-based methodology.
• PanelClix: Dutch online access panel operator used by research agencies for consumer and citizen research. Comparable infrastructure asset to Labyrinth Panel and a potential data/panel partner or competitor.
• Flycatcher Internet Research: Dutch online panel and survey research firm serving market research agencies and corporate clients. Comparable to Labyrinth in panel methodology and Dutch-market focus, with overlapping online research methods.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/labyrinth-onderzoek-advies

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Labyrinth research & consultancy