MKOR Consulting

BACKGROUND

Introduce your business and what you do there.

I’m an insights consultant at Superbet, a technology and entertainment company that provides sports betting and gaming services across 12 countries, with commercial markets in Romania, Belgium, Poland, Serbia, and Brazil.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire MKOR Consulting to accomplish for your business?

We hired MKOR Consulting to support high-stakes business decisions by grounding them in robust, decision-ready research. Specifically, we aimed to better understand customer motivations, trade-offs, and drivers of choice to evaluate and refine value propositions, product features, and positioning across markets.Moreover, we wanted to stress-test internal hypotheses, reduce decision risk, and translate complex customer data into clear strategic implications that could directly inform product, brand, and go-to-market decisions.

SOLUTION

What was the scope of their involvement?

MKOR Consulting partnered with us on a series of high-impact customer and market research initiatives designed to surface deep and decision-ready insights across our product, brand, and customer experience agenda. The scope included:¿

• Research design and instrument development: translating business questions into rigorous quantitative logic, modular survey flows, and audience-centric measurement frameworks.
• Quantitative execution and sampling management: ensuring quality, representative fieldwork, and clean datasets for robust analysis.
• Data analysis and modeling: including segmentation, driver analysis, trade-off evaluation, and cross-market comparisons.
• Insight synthesis and strategic recommendations: translating raw data into clear narratives, decision hooks, opportunity maps, and actionable priority areas for product, UX, and brand teams.
• Stakeholder workshops and delivery materials: slide decks, executive summaries, and facilitated sessions that enabled internal alignment and accelerated decision-making.

What is the team composition?

We worked with 2–5 members of MKOR Consulting’s team.

How did you come to work with MKOR Consulting?

We met MKOR Consulting at an ESOMAR conference. We chose them because they were close to our geographic location, their pricing fit our budget, they had a great culture fit, they were referred to me, and their company values aligned with ours.

What is the status of this engagement?

We worked with MKOR Consulting from February 2024 to January 2026.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Our collaboration with MKOR Consulting led to clear, measurable improvements in decision quality, speed, and alignment across multiple initiatives at Superbet.

Concretely, the research enabled us to prioritize value propositions and product features with significantly higher confidence, reducing internal debate and shortening decision cycles. Several strategic hypotheses were either validated or disproven early, which helped us avoid misallocated investment and focus resources on the drivers with the highest customer impact.

The outputs were directly used in product roadmap prioritization, brand positioning work, and go-to-market planning, with insights cascading into multiple teams rather than remaining siloed. Success was reflected not just in the adoption of the findings but in how often the research became a reference point for subsequent decisions — a strong indicator of trust and relevance.

Overall, MKOR Consulting’s work contributed to more customer-centric decisions, clearer strategic trade-offs, and faster execution across the organization.

How did MKOR Consulting perform from a project management standpoint?

MKOR Consulting had proper project management and delivered on time. We communicated via in-person meetings, virtual meetings, and emails or messaging apps.

What did you find most impressive or unique about them?

What impressed us most about working with MKOR Consulting was their ability to operate simultaneously at methodological, strategic, and stakeholder levels. They didn’t just execute research — they actively helped shape the right questions, challenge assumptions, and keep the focus on decisions rather than outputs.MKOR Consulting showed a rare combination of analytical rigor and practical business judgment. They were comfortable engaging senior stakeholders, navigating ambiguity, and pushing back constructively when something wouldn’t lead to actionable insight. This significantly elevated the quality and relevance of the work.

Equally important was their sense of ownership. MKOR Consulting behaved less like an external vendor and more like an extension of the internal insights team — invested in outcomes, responsive to iteration, and proactive in ensuring the findings landed and were actually used.

Are there any areas they could improve?

Overall, the collaboration was very strong, and any improvement areas were more about fine-tuning than fundamentals. If anything, earlier alignment on long-term stakeholder roadmaps and downstream use cases could have helped us anticipate follow-up questions even faster as insights circulated internally.

That said, MKOR Consulting was highly receptive to feedback and adapted quickly once those needs became clearer. The ability to course-correct and iterate collaboratively was actually one of their strengths, and it reinforced our confidence in them as a long-term research partner rather than a one-off supplier.