NEWS14 November 2022

Toluna acquires Further

M&A News North America

US – Consumer insights firm Toluna has acquired qualitative research technology company Further and integrated it into its Toluna Start research platform.


The acquisition, for an undisclosed fee, will see Further no longer operate as a business and will help launch Toluna Start Qual, a platform for qualitative research tools and services.

Toluna Start Qual will provide users with a range of research activities, including diaries, discussions, focus groups, polls and surveys, and allow them carry out analysis on any research findings and explore data.

Stephen Cribbett, founder and chief executive at Further, will no longer be involved in the day-to-day running of the company but might be involved in an advisory capacity, a spokesperson for Toluna added, and some team members ta Further will also join the company. 

The acquisition follows Toluna’s late-September launch of its multi-market research tool on the Toluna Start platform, as well as the October acquisition of US-based market research company GutCheck.

Toluna added it would remain active in the market for further acquisitions “if a solution fits our strategy and helps us accelerate progress towards our vision”.

Frédéric-Charles Petit, chief executive and founder at Toluna, said: “After the recent acquisition of GutCheck, the launch of Toluna Start Qual is another critical step in executing our strategy.”