TOLUNA
15.5.2023 09:06:34 CEST | Business Wire | Press release
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
IFF Launches PureStrong™, a Probiotic Made Specifically for Dogs2.4.2026 14:15:00 CEST | Press release
IFF (NYSE: IFF)—a global leader in flavors, fragrances, food ingredients and health & biosciences—is introducing PureStrong™, a new probiotic developed exclusively for canine digestive health. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260401736960/en/ IFF introduces PureStrong™, a probiotic made specifically for dogs. Today, many people consider their pet dogs part of the family. This shift is fueling rapid growth in the $3.2 billion U.S. pet supplement market. With nearly half of U.S. pet owners having purchased or considering probiotics for their dogs, PureStrong™ sets a new standard: pet‑first science built specifically for canine biology. “PureStrong™ is sourced directly from the microbiome of healthy canines and designed to support how dogs actually live—how they eat, travel, age and adapt to change,” said Allyson Fish, senior vice president of health sciences for IFF. “That’s how IFF leads pet wellness: science-dr
Adtran extends 400G to the edge with new Terabit routing solution2.4.2026 14:00:00 CEST | Press release
News summary: Operators face rising edge capacity demands as 100G becomes standard across access, aggregation and mobile backhaul Adtran’s new Terabit-class edge routers deliver high-capacity in compact, cabinet-ready platforms Open disaggregated architecture integrates routing, optics and software-driven management for simplicity, flexibility and control Adtran today extended its edge routing portfolio with new Terabit-class edge routers, featuring 400Gbit/s interfaces. These new devices give operators a practical, cost-effective way to scale capacity at the network edge without adding space, power or operational burden. Supported by a unified software foundation that simplifies deployment and operations across the portfolio, the solutions provide a consistent, future-ready environment for edge growth. With 100Gbit/s interfaces now widely deployed across fiber access, aggregation and mobile backhaul, operators need higher-capacity edge options that reduce cost, complexity and inventor
Visa Defines the Next Era of Commerce: When AI Becomes the Customer2.4.2026 14:00:00 CEST | Press release
New Visa research reveals more than half of business leaders surveyed are open to AI-to-AI negotiation, but consumers say trust and override capability are non-negotiable A majority of business leaders are preparing for a world where artificial intelligence doesn’t just assist commerce, it participates in it. New research from Visa (NYSE:V) underscores how quickly that shift is gaining momentum. The Visa Business-to-AI (B2AI) Report, conducted in conjunction with Morning Consult, highlights how AI is already influencing demand. Nearly 40% of Americans have made a purchase they normally would not have considered as a result of using an AI agent or tool. This is an early indication that intelligent systems are beginning to shape how people discover and decide what to buy. The new report also reveals that 53% of U.S. businesses in the survey would allow AI agents to negotiate prices or terms directly with other AI agents on their behalf, signaling that AI-to-AI commerce is poised to scale
Traxys Group Completes Acquisition of Carbomax AB Through the Purchase of 100% of Comax22.4.2026 12:01:00 CEST | Press release
Traxys S.à.r.l., a global trader and merchant in the metals and natural resources sectors, is pleased to announce that the previously announced acquisition of Comax2 AB - the holding company of Carbomax AB - from Investment Aktiebolaget Spiltan and the other shareholders of Comax2 AB has successfully closed. Traxys Group has now acquired 100% of the interests in Comax2 AB, making Carbomax AB a wholly owned subsidiary of Traxys Group. All required Swedish regulatory clearances including foreign direct investment and antitrust approvals have been obtained allowing the parties to finalize the transaction. Carbomax AB is a leading Swedish trading house and industrial operator specializing in ferroalloys, carbon products and briquettes. Through this acquisition, Traxys strengthens its presence in the Scandinavian market and reinforces its commitment to advancing sustainable steel production in the region. The combination of Traxys and Carbomax creates significant commercial, operational and
Reply Signs Strategic Collaboration Agreement with AWS to Accelerate AI-Driven Cloud Transformation2.4.2026 10:00:00 CEST | Press release
Reply [EXM, STAR: REY] announced today that it has signed a strategic collaboration agreement (SCA) with Amazon Web Services (AWS) to accelerate the adoption of cloud and artificial intelligence solutions across key international markets. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260402597802/en/ This strategic collaboration agreement further reinforces Reply’s commitment to enable organizations across industries to harness the full potential of cloud and artificial intelligence technologies. At the core of the SCA is a strong focus on Artificial Intelligence and Generative AI. Leveraging the deep expertise of its specialized companies - Comsysto Reply, Data Reply, Sense Reply, and Storm Reply - Reply supports organizations in designing and deploying enterprise-grade GenAI solutions, including agentic AI systems for autonomous workflows, domain-specialized models for vertical industries, and governance frameworks aligne
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