TOLUNA
Toluna, the leading global insights technology and panel provider, today announced it has entered an agreement to acquire MetrixLab, a renowned global leader in market research and insights from Macromill, Inc. With a closing date of June 1, this acquisition 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.
Toluna is the leading provider of agile quantitative and qualitative research solutions, with offerings ranging from DIY to Hybrid to Full Service. The company has continually invested in innovative technology solutions and its global panel to conduct high-quality research at scale via its Toluna Start platform. The acquisition of MetrixLab will further bolster Toluna’s global insights capabilities through the addition of cutting-edge solutions powered by scientific methodologies and human intelligence.
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 larger scale.
Frédéric-Charles Petit, CEO of Toluna, said, "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. This combination demonstrates our commitment to delivering exceptional value to our clients and helping them achieve greater success for their businesses.”
Thijs Elias, CEO of MetrixLab, added, “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.”
Toluna is committed to delivering an end-to-end, client-centric insights platform by accelerating investment in innovative Artificial Intelligence and Machine Learning capabilities that drive research excellence. This news marks Toluna’s fifth acquisition deal since 2014, following shortly after the late-October 2022 acquisition and successful integration of GutCheck.
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, stated, “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.”
Jefferies acted as financial advisor whilst Cooley LLP and Pinsent Masons LLP acted as legal advisers to Toluna. The official closing date is set for June 1.
About Toluna
Toluna empowers leading brands and agencies to conduct research without limits by unifying the best of technology, the best of research science, the best of global panel, and made-to-measure service to scale your business.
Toluna is powered by 2500 employees worldwide, delivering critical insights in over 90 markets to over half of the Fortune 500. Together, we strive to push the field of market research toward a better tomorrow.
About MetrixLab
MetrixLab is a fast-growing global market research and insights company that is challenging the status quo of insights. By blending evolving technology with passionate experts, MetrixLab helps global and local brands to drive more impact, and forges partnerships to drive sustainably equitable growth. From creative testing to brand tracking, and packaging to e-commerce optimization, MetrixLab’s range of solution suites adapts to fit all types of budgets, timelines, and business needs.
MetrixLab is a proud partner to more than half of the world’s top 100 brands.
About Macromill
Macromill is a rapidly growing global market research and digital marketing solutions provider. Macromill brings together the collective power of its specialist companies to provide innovative data and insights that drive clients' smarter decisions. Macromill's industry-leading digital research solutions deliver rapid and cost-effective solutions to the challenges businesses face today.
To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.
View source version on businesswire.com: https://www.businesswire.com/news/home/20230515005033/en/
About Business Wire
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
Defence, Security and Resilience Bank (DSRB) Development Group – Official Statement10.12.2025 21:06:00 CET | Press release
On 8 September 2025, the Defence, Security and Resilience Bank (DSRB) Development Group convened a high-level meeting in the City of London with representatives from 37 nations, including all G7 members, alongside the European Commission, NATO, European Parliament, Global Banks, and Ratings Agencies to discuss the DSRB. A number of countries have now indicated their intention to begin the formal steps required to bring the DSRB into existence. This phased pattern of engagement is standard in the creation of international financial institutions, which typically begin with a core group of anchor nations and expand as additional members join through charter negotiations and subsequent capital rounds. The DSRB is designed to complement the European Union’s SAFE initiative, offering a broader multilateral platform that brings together NATO and Indo-Pacific nations and mobilises global capital to build the balance-sheet capacity required to finance nations’ defence spending and long-term res
ClickUp 4.0's Craft & Quality is Available Today, Maximizing Human Productivity10.12.2025 19:26:00 CET | Press release
Hand-crafted to deliver the most polished, powerful ClickUp experience ever created ClickUp today announced the launch of ClickUp 4.0, a groundbreaking release designed to end the chaos of work sprawl and usher in a new era of work. With a bold vision for the convergence of software, people, and AI, ClickUp 4.0 delivers a suite of powerful new features that empower teams to do their best work in one converged workspace. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251210712132/en/ A new era of ClickUp For years, organizations have struggled with fragmented workflows, siloed tools, and the constant friction of context switching. ClickUp 4.0 is the answer: a single, beautifully crafted workspace that brings together tasks, docs, goals, chat, and AI-powered automation. The result is a platform that not only saves time but also sparks creativity and collaboration at every level. “Software is converging - we always knew it woul
United First Partners Serves as Introducing Broker on Mayflower IPO, a UK Listed Acquisition Vehicle and Among the Largest Primary New Issues in London in 2025, Highlighting UFP’s Increasing Presence Across ECM10.12.2025 18:42:00 CET | Press release
United First Partners (“UFP”) is pleased to announce its role as Introducing Broker on Mayflower Acquisition Limited (“Mayflower”), which completed its IPO today, raising USD 500 million. The size of the capital raised places Mayflower among the largest London acquisition vehicles of recent years. The offering represents an important development for UFP’s expanding capital markets platform and reflects the firm’s increasing activity within Equity Capital Markets (ECM). About Mayflower Acquisition Limited Mayflower is a UK Listed Acquisition Vehicle, sponsored by TOMS Capital and JRJ Group, incorporated to unlock exits across a closely-held company universe, including long-held private equity assets and large family-owned businesses. Mayflower’s structure provides guaranteed capital to asset owners, offering a flexible liquidity solution and higher potential for transaction success, and highly aligned economics to investors, with a significant Sponsor commitment of USD 75m. Mayflower wa
Abu Dhabi Launches FIDA Cluster to Shape the Next Generation of Financial and Investment Solutions10.12.2025 18:21:00 CET | Press release
Abu Dhabi has launched the FinTech, Insurance, Digital and Alternative Assets (FIDA) cluster to accelerate the development of next-generation financial and investment solutions and expand the emirate’s role as a global capital hub. Spearheaded by the Abu Dhabi Department of Economic Development (ADDED) and the Abu Dhabi Investment Office (ADIO), the cluster is a core pillar of Abu Dhabi’s long-term economic diversification agenda. By 2045, FIDA is projected to contribute an additional USD 15.2 billion to Abu Dhabi’s direct GDP, generate 8,000 skilled jobs and attract at least USD 4.6 billion in investment, cementing the emirate’s position as a destination for innovative and resilient financial systems. FIDA brings together high-growth areas where technology, regulation and capital intersect, including fintech, digital assets, insurance, reinsurance and alternative investments. It aims to position Abu Dhabi as a preferred jurisdiction for global firms seeking to design, test and scale n
Xsolla Celebrates a Week of Industry Programming at The Game Awards With a New Brand Launch, Day of the Devs Participation, and GamesBeat Hollywood & Games 2025 Partnership10.12.2025 18:00:00 CET | Press release
Coordinated Initiatives Highlight Xsolla’s Commitment to Building All The Things to Support Global Game Commerce and Creative Innovation for the Video Game Industry Xsolla, a leading global video game commerce company that helps developers launch, grow, and monetize their games, today announced a unified lineup of programming during The Game Awards week in Los Angeles. Together, these initiatives showcase Xsolla’s commitment to bringing the community and ecosystem together to support creators, strengthen the relationship between games and their players, and enable games to reach more markets around the world. The week of activities includes its partnership with GamesBeat Hollywood & Games 2025, a featured role during Day of the Devs: The Game Awards Digital Showcase, Games for Love’s The Game Gala, and the unveiling of Xsolla’s refreshed brand identity. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251210688609/en/ Berkley
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom