Toluna Buys MetrixLab and Will Partner with Macromill

End-to-end insight platform provider Toluna has agreed to acquire research solutions provider MetrixLab from its Japan-based owner Macromill, Inc., for an undisclosed sum. Macromill will take a minority equity stake in Toluna and the two will work closely.

With a closing date of June 1st, the buy is Toluna's fifth since 2014, and follows the acquisitions of GutCheck and technology from Further, in the autumn. Toluna, whose business is based around the Start platform launched in 2020 and which now employs around 2,500 people worldwide, says the deal will add 'cutting-edge solutions powered by scientific methodologies and human intelligence' and creates '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'.

MetrixLab combines proprietary technology and industry experts to provide services from creative testing to brand tracking, and packaging to e-commerce optimization. After rapid growth and a number of its own acquisition the firm was acquired by global market research and digital marketing solutions provider Macromill in Autumn 2014.

With Macromill buying into Toluna, the two firms say they will 'explore opportunities for global collaboration and partnership. Verlinvest, an investor in Toluna since the latter's acquisition of Greenfield Online in 2009, will remain the largest shareholder in the newly combined entity.

Toluna CEO Frédéric-Charles Petit (pictured) calls the deal 'a significant milestone' in the company's mission, and comments: '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'. MetrixLab Chief Exec Thijs Elias adds: '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'. For Macromill, CEO Toru Sasaki says that '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'.

Web site: www.tolunastart.com .