What Imas International does

IMAS International (Institut für Markt- und Sozialanalysen Ges.m.b.H.) is an Austrian market, opinion, and social research institute founded in 1972 and headquartered in Linz, Austria. The firm conducts commissioned market research, opinion polling, and social research for B2B clients across multiple verticals — including banks and insurance, retail, industry, HR management, and legal/forensic expert opinions — using a full suite of methodologies: face-to-face CAPI interviews with tablets, CATI telephone surveys, online surveys, written surveys, qualitative research, and exit interviews. Its portfolio comprises approximately 15 branded research services (Brand Monitor, Customer Vision, Power AdTrack, Power BrandTrack, PsychoMeter, Touchpoint Analyse, Usage and Attitude Insights, Employee Survey, Fast Forward Feedback, Stakeholder and Relationship Viewing, and others) alongside two flagship longitudinal assets: the Österreichische Verbraucher:innenanalyse (ÖVA, Austrian Consumer Analysis, since 2000) and the Neujahrsmessung (New Year's Measurement, since 1972), the latter spanning 54 consecutive years of annual Austrian sentiment data.

The company monetizes primarily through professional services fees for custom research engagements, a shared-cost omnibus survey product (Mehr-Themen-Umfrage) of 1,000 representative Austrian interviews that can be booked directly via the website, and recurring subscription/reporting revenue tied to the monthly IMAS Report — described as one of Austria's most renowned socio-political and economic publications. Distribution is a hybrid model combining direct B2B enterprise sales with self-serve website booking for the omnibus product, supported by a content-marketing engine consisting of the IMAS Report email newsletter, a '1002 Meinungen' podcast on Spotify, an active LinkedIn presence, and website news/archived reports.

Ownership is held equally by two partners — Dipl. Bwrt. Ansgar Löhner and Dr. Gernot Hendorfer — with Dr. Hendorfer serving as Managing Director (Geschäftsführer). The firm is a privately-held Austrian GmbH with no parent company, no external investors, no public listing, and no disclosed funding rounds. Geographic scope is exclusively domestic (Austria), with industry memberships in VdMI, VMÖ, and WKÖ Fachgruppen reinforcing local presence. The company has 1-10 employees, no AI/ML capabilities disclosed, and a single minor strategic partnership (Sport Austria / Upper Austria Ladies Linz on a 2026 gender gap in sports study).

Name

Imas International

Legal name

IMAS International, Institut für Markt- und Sozialanalysen Ges.m.b.H.

Website

https://imas.at

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

1–10 employees

Short description

IMAS International is an Austrian market and social research institute founded in 1972, serving B2B clients in banking, insurance, retail, industry, HR, and legal sectors with custom research, the monthly IMAS Report, and the ÖVA consumer analysis.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Industry & Sector Research (Syndicated/Custom) (BPAHALAE)

akta.pro secondary industries

Policy, Regulatory & Public Affairs Research (BPAHALAF), Due Diligence & Investigative Research (BPAHALAI)

Keywords

• Market research services
• Opinion polling
• Consumer analytics
• Brand tracking
• Social research

Headquarters

HQ city

Linz

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market and Opinion Research Services: IMAS International generates revenue by conducting commissioned market research, opinion polling, and social research studies for B2B clients including banks, insurance companies, retail businesses, industrial firms, HR departments, and legal/forensic research clients. Studies are conducted as both bespoke custom research and standardized omnibus offerings.
2. Mehr-Themen-Umfrage / Omnibus Survey: A shared-cost omnibus survey service where multiple clients book questions in a single representative survey of 1,000 Austrian respondents. Revenue is generated through per-question or per-topic booking fees, offering cost-sharing among participants.
3. IMAS Report Subscriptions and Data Sales: Monthly published reports on Austrian society, consumer behavior, and political attitudes. The IMAS Report is distributed via email subscription, with the company maintaining an independent financing model for its Eigenstudie (own studies).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

IMAS International conducts commissioned market, opinion, and social research for enterprise clients across Austria, delivering both bespoke custom research studies and standardized recurring products. The portfolio includes branded research services (Brand Monitor, Power AdTrack, Power BrandTrack, Customer Vision, Employee Survey, PsychoMeter, Touchpoint Analyse, Usage and Attitude Insights, Fast Forward Feedback, Stakeholder and Relationship Viewing), recurring longitudinal products (monthly IMAS Report, Österreichische Verbraucher:innenanalyse/ÖVA, Neujahrsmessung since 1972), the shared-cost Mehr-Themen-Umfrage (Omnibus) survey of 1,000 Austrian respondents, and demoskopische Grundlagen für Gutachten (empirical research for legal expert opinions). Sector solutions are tailored to banking and insurance, retail, industry, HR management, and legal/forensic research clients.

Product overview

IMAS International is a market and social research institute (Institut für Markt- und Sozialanalysen) offering a comprehensive portfolio of survey-based research services and methodologies. The company provides two primary categories of offerings: (1) Branded research services including Brand Monitor, Customer Vision, Employee Survey, Power AdTrack, Power BrandTrack, PsychoMeter, Touchpoint Analyse, and Usage and Attitude Insights for specific research needs; (2) Recurring publications including the IMAS Report (monthly) and the ÖVA (Österreichische Verbraucher:innenanalyse) consumer analysis. Research methodologies offered include Face-to-Face (CAPI), Online, CATI, written surveys, qualitative research, and exit interviews. The company also provides industry-specific solutions for banking/insurance, retail, HR management, industry, and legal expert opinions.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Monitor Brand tracking service for monitoring brand health, awareness, and positioning in the market over time, delivered to enterprise clients in Austria.
• Customer Vision Customer research service focused on understanding customer perspectives, needs, and expectations for enterprise clients.
• Demoskopische Grundlage für Gutachten Expertise and empirical foundations for legal opinions and expert testimonies in legal proceedings, providing statistically valid opinion research for courts.
• Employee Survey Internal employee satisfaction, engagement, and workplace climate surveys for organizations across Austrian enterprises.
• Fast Forward Feedback Quick feedback collection service providing rapid insights on specific topics or recent experiences for enterprise clients.
• Mehr-Themen-Umfrage (Omnibus) Multi-topic omnibus survey allowing clients to share costs by including questions alongside other researchers; includes 1,000 representative interviews in Austria with diagrams and summaries.
• Österreichische Verbraucher:innenanalyse (ÖVA) Comprehensive Austrian consumer analysis covering media consumption, purchasing behavior, and lifestyle trends conducted periodically since 2000.
• Power AdTrack Advertising tracking service measuring campaign effectiveness, reach, and impact across media channels for enterprise advertisers.
• Power BrandTrack Brand performance tracking service for ongoing monitoring of brand metrics and competitive positioning.
• PsychoMeter Psychographic research service measuring psychological attributes, values, and motivational drivers of target audiences.
• Sozialforschung (Social Research) Political and social research services covering societal developments, public opinion, and social trends in Austria.
• Stakeholder and Relationship Viewing Stakeholder analysis and relationship mapping service for understanding organizational networks and key influencer relationships.
• Touchpoint Analyse Customer touchpoint analysis service identifying and evaluating all interaction points between customers and brands.
• Usage and Attitude Insights Usage and attitude (U&A) research service examining how consumers use products and their underlying attitudes toward brands and categories.
• IMAS Report Monthly publication covering social policy, purchasing behavior, and attitudes of Austrians; one of Austria's most renowned society and economy publications, distributed via email subscription.
• Neujahrsmessung (New Year's Measurement) Annual sentiment survey measuring Austrian optimism, concerns, and future expectations, conducted continuously since 1972 as one of Austria's longest-running trend datasets on societal mood.

Quantifiable outcome

• Monthly representative surveys of 1,000+ Austrian respondents on socio-political and consumer topics
• +2 more outcomes

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Sport Austria & Upper Austria Ladies Linz & IMAS InternationalminorStrategic or Co-development Partner · 1 January 2026Kooperationsstudie (cooperation study) on Gender Gap im Sport (gender gap in sport), combining sports federation data with IMAS research methodology to analyze gender disparities in Austrian sports participation and attitudes.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• MindTake Research: Austrian market research agency offering brand tracking, ad effectiveness, and customer experience studies; directly comparable as a domestic competitor for IMAS's Power BrandTrack, Power AdTrack, and Customer Vision services.
• Marketagent: Austrian online market research firm operating a consumer panel for B2B brand and advertising research, directly comparable to IMAS as a domestic Austrian research provider with similar enterprise clients.
• OGM (Österreichische Gallup Methoden): Vienna-based Austrian market and opinion research firm; comparable in focus on Austrian consumer and political research with established enterprise and media clients.
• IFES (Institut für empirische Sozialforschung): Leading Austrian social and market research institute based in Vienna; directly comparable given its overlapping Austrian B2B research, polling, and longitudinal survey offerings.

Regional players

• TeleNORM Research: Austrian-focused research firm with quantitative and qualitative fieldwork capabilities; comparable as a regional DACH market research peer serving similar enterprise buyer needs.

Broad incumbents

• Ipsos: Global market and opinion research firm with strong public opinion polling and brand tracking practices; comparable as a broad incumbent competing for the same Austrian advertising, banking, and policy research work.
• NielsenIQ: Global consumer and retail measurement company; comparable as a broad incumbent with FMCG and retail client overlap in the Austrian market that IMAS serves with its Handelsunternehmen solutions.
• Gallup: Long-running global opinion and engagement research firm, including the Gallup World Poll; comparable as a broad incumbent with continuous longitudinal public opinion datasets, similar to IMAS's Neujahrsmessung track record.
• Kantar: Global market research and insights group operating brand tracking, media, and consumer panels across Europe; comparable as a broad incumbent that competes for the same Austrian enterprise research budgets with global-scale datasets.

Emerging players

• YouGov: Online-first consumer panel research firm with strong public opinion and brand tracking; comparable as an emerging, panel-driven peer challenging traditional field-based research models used by IMAS.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/imas-at

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 Imas International