Single Brand for Fast-Evolving Toluna

Toluna is bringing its brands together under a single name, with a refreshed identity: the Harris Interactive, GutCheck and MetrixLab names will disappear. The company says the unified approach reflects a transformation behind the scenes, with AI at its heart, integrated across its platform.

Toluna combines a global panel community of more than 79 million, a portfolio of insight solutions and a team of experienced researchers. Its end-to-end, real-time consumer intelligence platform Start was launched in 2020, and six months ago it added HarmonAIze, a synthetic data suite suitable for both qual and quant research. More than a decade has passed since it acquired Harris Interactive's European arm from Nielsen, and GutCheck and MetrixLab have followed in the last three years.

The firm has been investing substantial amounts in AI since 2019, and says the current 'strategic transformation' reflects this, with its integration accelerating speed to insight, enhancing data quality and giving deeper consumer understanding. The single Toluna brand will now combine 'MetrixLab's expertise in brand, product, and communications research, Harris Interactive's best-in-class methodologies, and GutCheck's agile, human-centric solutions'.

Founder and CEO Frédéric-Charles Petit, who will be talking to DRNO in a video interview released next week, comments: 'Over the past 25 years, we have worked hard to build a global insights powerhouse - seamlessly integrating research expertise, technology, first-party data, and flexible service models. Bringing our brands and people together under Toluna is more than a brand refresh - it's a strategic milestone that reflects our shared vision that began in 2000: reshaping the insights industry and delivering even greater value to clients navigating constant change'. He adds: 'While this milestone marks a new chapter for Toluna, our journey is far from over - we remain focused on continuous innovation, especially through the responsible and dynamic use of AI, to help our clients navigate complexity and anticipate what's next'.

The firm has also announced TolunaID, a new name for its dedicated division serving research agencies and consultancies. Toluna Start has had a refresh, to align with the new brand identity, as has its proprietary first-party global panel community Influencers by Toluna, used for data collection across more than 70 markets.

The subtly different new logo is shown.

Web site: www.tolunacorporate.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.