In the early 2000s, when the internet was still taking its first steps in Portugal, four young entrepreneurs decided they could not be left out of the technological revolution that was about to unfold. It was in this context that NetSonda was born, founded by Tiago Cabral, alumnus of Católica Lisbon School of Business & Economics. A simple yet disruptive idea was at the core of the project: why not pay consumers to share their opinions about brands and products, harnessing the potential of the internet?
The journey was not easy. During the first five years, NetSonda faced criticism and resistance from the more traditional market research sector. At the time, the industry was dominated by offline methodologies, and collecting information through digital platforms seemed unreliable to many. Even so, the company’s strategic vision proved to be right. As the internet grew exponentially, NetSonda consolidated its position as a pioneer in online market research in Portugal.
From early on, the company invested in building its own consumer panel, which today includes around 250,000 active users. This community has enabled the development of large-scale projects, not only in Portugal but also in countries such as Spain, Germany, Canada, Brazil, and Poland. International expansion came naturally, following Portuguese clients with operations across multiple markets.
Growth accelerated in 2007, when an investment fund became a shareholder in NetSonda. This phase marked the company’s transformation into a full-service market research agency, combining digital methodologies with traditional approaches: face-to-face interviews, telephone surveys, focus groups, and product testing. The logic was clear — to meet clients’ needs with flexibility, accuracy, and innovation.
Innovation, in fact, has always been part of NetSonda’s DNA. The company introduced eye-tracking in Portugal to evaluate websites and in-store experiences, offering new insights into consumer behavior. More recently, it has incorporated artificial intelligence tools to automate repetitive processes, freeing consultants to focus on strategic data analysis and interpretation.
With more than two decades of history, NetSonda continues to position itself as a close partner to brands, helping them better understand consumers and make informed decisions. From the global launch of new food products to usability studies in supermarkets, the company demonstrates the importance of aligning technology, science, and client proximity.
For Tiago Cabral, the academic experience at Católica was decisive: not only for the technical knowledge, but above all for the dynamic environment and the networks of contacts that turned into friendships and even business partnerships. Today, NetSonda is more than a business success story; it is proof that an entrepreneurial vision, combined with education and adaptability, can generate real and lasting impact on the economy and society.
NetSonda is the focus of the 12th episode of “Negócios com Impacto” (“Businesses with Impact”), a program produced in partnership with Rádio Renascença and CATÓLICA-LISBON, now available to watch and listen to on Spotify and on CATÓLICA-LISBON’s Youtube channel.