Toluna, the insights tech and panel firm, has entered an agreement to acquire MetrixLab, a renowned market research and insights provider from Macromill, Inc. With a closing date of June 1, this will create a one-of-a-kind organization that offers end-to-end market research capabilities, setting a new standard for delivering world-class insights and business impact.
What does the acquisition mean for joint clients?
Toluna is the provider of agile quantitative and qualitative research solutions, with offerings ranging from DIY to Hybrid to Full Service. The firm has continually invested in innovative tech solutions and its global panel to conduct high-quality research at scale via its Toluna Start platform. The acquisition will further bolster Toluna’s global insights capabilities through the addition of innovative solutions powered by scientific methodologies and human intelligence.
Following the acquisition, MetrixLab clients will continue to benefit from the innovative insights solutions they have always received, but now with the added value provided by Toluna’s advanced technology platform, global panel, and global services group—enabling them to conduct the same, high-quality research, but faster than ever before and at scale.
Toluna is committed to delivering an end-to-end, customer-centric insights platform by accelerating investment in innovative AI and Machine Learning capabilities that drive research excellence. This announcement marks Toluna’s fifth acquisition deal since 2014, following shortly after the late-October 2022 acquisition and successful integration of GutCheck.
Commenting on the acquisition, Thijs Elias, Chief Executive Officer of MetrixLab, said, “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 programs for our partners, but faster and at larger scale.”
What does this mean for Toluna and Macromill?
Frédéric-Charles Petit, CEO of Toluna, said, “We’re excited to welcome MetrixLab and its 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 tech 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. This combination shows our commitment to delivering exceptional value to our clients and helping them achieve greater success for their businesses.”
As part of this transaction, Macromill will take a minority equity stake in Toluna. Going forward, Toluna and Macromill will explore opportunities for global collaboration and partnership. Verlinvest will remain the largest shareholder in the newly combined entity.
Toru Sasaki, CEO of Macromill, said, “Combining the strengths of 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.”
Jefferies acted as financial advisor on the transaction whilst Cooley LLP and Pinsent Masons LLP acted as legal advisers to Toluna. The official closing date of the transaction is June 1.