US-based Toluna, a company that delivers real-time consumer insights, announced on Monday, May 15, that it has acquired Dutch-based market research and insights company MetrixLab from Macromill.
The deal, scheduled to close on June 1, will create a company that delivers end-to-end market research capabilities, setting a new standard for delivering “world-class” insights and business impact.
Toluna claims to offer flexible quantitative and qualitative research options, ranging from DIY to Hybrid to Full Service. It invests in “innovative” tech and its worldwide panel to perform high-quality research at scale through its Toluna Start platform.
This acquisition of MetrixLab marks Toluna’s fifth acquisition since 2014, following shortly after the late-October 2022 acquisition and integration of GutCheck, an Agile Human Experience Intelligence company.
What does MetrixLab offer?
MetrixLab is a Rotterdam-based market research and insights firm that is challenging the way insights are currently provided.
The company creates collaborations to promote sustainable, equitable growth while assisting local and international companies to have a more impact via the integration of technology and dedicated specialists.
MetrixLab claims that its solutions adjust to accommodate all sorts of budgets, timetables, and company demands, from “creative” testing to brand tracking and packaging to e-commerce optimisation.
Thijs Elias, CEO of MetrixLab, says, “For over two decades, MetrixLab has helped brands across the globe drive business impact by blending evolving technology with passionate research experts.”
“By joining with Toluna’s industry-leading insights technology platform and global panel, we will be able to continue developing and delivering research programmes for our partners, but faster and at larger scale.”
Aim of this acquisition
With the purchase of MetrixLab, Toluna’s global insights capabilities will be strengthened by adding solutions powered by scientific methodology and human intelligence.
With the addition of Toluna’s tech platform, global panel and global services group, MetrixLab clients will continue to gain from the insights they have received while also being able to conduct the same “high-quality” research at a faster rate and on a larger scale.
Frédéric-Charles Petit, CEO of Toluna, says, “We’re very excited to welcome MetrixLab and its talented team to Toluna, as well as to explore new opportunities in partnership with Macromill.”
“This acquisition is a significant milestone in our mission to empower clients to make data-driven decisions with ease through a platform that unifies the latest technology and human expertise.”
“By combining Toluna Start’s cutting-edge research platform and high-quality global panels with MetrixLab’s industry-leading suite of insights solutions, we will provide our clients with unparalleled research capabilities and simplify their insights approach by enabling them to work with a single partner.”
With this deal, Macromill will acquire a small ownership position in Toluna. Both companies will continue to look at possibilities for international collaboration and partnership. Verlinvest will remain the major stakeholder in the newly combined company.
Toru Sasaki, CEO of Macromill, adds, “Combining the strengths of both Toluna and MetrixLab will create one of the world’s leading global insights firms. We are excited to pursue opportunities for global collaboration and generating synergies in our new partnership with Toluna.”
About Macromill
Macromill is a provider of worldwide market research and digital marketing solutions. It leverages the aggregate strength of its specialised enterprises to deliver new data and insights that help clients make better decisions.
The company claims that its digital research solutions provide quick and cost-effective answers to today’s business difficulties.
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