Dynata

Dynata operates a data-and-software model centred on a proprietary global panel of verified respondents. It creates value by recruiting and profiling permissioned consumers, packaging that asset into sample access, measurement applications and audience products, and delivering them through self-service modules plus managed services. This gives buyers a single supplier for respondent access, survey execution, brand tracking, creative testing and research-informed audience activation.

Dynata is a private US-based market research and advertising measurement company built around a large first-party consumer panel. It sells survey sample, audience data, brand lift and creative measurement, and related analytics through both self-service software and managed execution. Its core customers are market researchers, enterprise insights teams, advertisers and media agencies that need access to verified respondents, campaign measurement and research-derived audience segments.

The company makes money through a combination of SaaS access to its Dynata+ platform, usage-based pricing for survey sample and research projects, and licensing or activation fees for audience segments and measurement studies. Its proprietary panel asset underpins both research workflows and advertising use cases, allowing it to connect survey-based insight generation with media planning, activation and campaign effectiveness measurement.