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
Esmark Expands Global Sports Commitment With Sponsorship of Slovakian Professional Hockey Team19.1.2026 14:00:00 CET | Press release
Sponsorship unites local talent and gives the people of Košice a team of their own Esmark Sports Management and Entertainment, a wholly owned subsidiary of Esmark Inc., announced today it is the team sponsor and co-owner of a newly established professional hockey team in Košice, Slovakia. This partnership underscores Esmark’s commitment to supporting sports development and strengthening community connections through the unifying power of athletics. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260119104207/en/ Esmark Sports Management and Entertainment, a wholly owned subsidiary of Esmark Inc., is the team sponsor and co-owner of a newly established professional hockey team in Košice, Slovakia. The Hockey Club Esmark Košice team began competing in the 2HL division of professional ice hockey in Slovakia in the 2025-2026 season. The roster features players from Košice who have been competing for clubs across Slovakia. “The cr
WHOOP Becomes Official Health and Fitness Wearable Partner and Team Partner of Scuderia Ferrari HP19.1.2026 13:38:00 CET | Press release
A First in Formula 1: WHOOP to Deliver Health Insights Across the Scuderia Ferrari HP Team WHOOP, the human performance company, today announced a new, global partnership with Scuderia Ferrari HP as the Official Health and Fitness Wearable Partner and Team Partner. Starting in the 2026 season, Scuderia Ferrari HP cars and drivers will host the WHOOP logo, while WHOOP will be provided to members of the team to unlock insights on their health, recovery, and fitness. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260119602892/en/ This partnership also unlocks a first-of-its-kind integration in which the medical team supporting Scuderia Ferrari HP will work closely with the WHOOP Performance Science team, led by Dr. Kristen Holmes, on enhancing the physical efficiency and recovery for the entire Scuderia Ferrari HP organization. Together, they will work on the foundational elements of health and fitness with a unique human optim
Logistics Reply Announces the Launch of Its Warehouse AI Agent Builder, GaliLEA Dynamic Intelligence19.1.2026 12:32:00 CET | Press release
Logistics Reply, the Reply group company specialising in innovative solutions for supply chain execution and warehouse management, announced today the release of GaliLEA Dynamic Intelligence, the new AI Agent Builder, part of its agentic AI solution natively embedded within the LEA ReplyTM Platform, the microservices-based platform for warehouse and supply chain execution. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260119708355/en/ LEA Reply enables end-to-end supply chain execution while continuously evolving to address increasing levels of automation and operational complexity. Designed to support warehouse operations through a flexible and scalable architecture, LEA Reply enables end-to-end supply chain execution while continuously evolving to address increasing levels of automation and operational complexity. With the introduction of GaliLEA Dynamic Intelligence, the platform enables users to design, configure, and d
Europe’s Tech Services Market Hits New High in Q4, on Strong AI, Cloud, Managed Services Demand: ISG Index™19.1.2026 10:00:00 CET | Press release
Combined market ACV up 27%, to record US $10.9 billionManaged services ACV up 19%, while XaaS soars 34% Demand for technology services in Europe reached a new high in the fourth quarter as the region turned in its best quarterly performance of the year to close out 2025, according to the latest state-of-the-industry report from Information Services Group (ISG) (Nasdaq: III), a global AI-centered technology research and advisory firm. The EMEA ISG Index™, which measures commercial outsourcing contracts with annual contract value (ACV) of US $5 million or more, shows fourth-quarter ACV for the combined market (both managed services and cloud-based as-a-service) advanced 27 percent, to a record US $10.9 billion. It was the region’s eighth consecutive quarter of combined market growth, averaging 16 percent in that span. “Europe saved its best for last, with accelerating, AI-fueled demand for cloud services, coupled with renewed momentum in managed services, leading the region to its strong
Celonis Champions “Free the Process” Movement at WEF Davos 202619.1.2026 10:00:00 CET | Press release
Process Intelligence leader to demonstrate why open ecosystems and open data access are critical to bridge the gap between AI hype and economic impact Celonis, a global leader in Process Intelligence - a key enabler of enterprise AI, today announced its participation in the World Economic Forum (WEF) Annual Meeting 2026. Under the event’s theme “A Spirit of Dialogue,” Celonis leaders — including Co-founder and Co-CEO Bastian Nominacher and President Carsten Thoma — will outline what’s needed to make the critical shift from AI experimentation to responsible AI implementation and meaningful RoAI (Return on AI Investment). In an AI-driven world, processes are the engine of enterprise value, and process intelligence is the essential foundation for AI, giving it the cross-system context needed to drive real growth. At WEF 2026, Celonis will outline how an open ecosystem enables organizations to "Free the Process" from rigid systems and vendor-locked silos, so that teams can collaborate, com
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