NEWS15 May 2023

Toluna to acquire MetrixLab

M&A News UK

UK – Global insights technology and panel provider Toluna has agreed to acquire market research and insights business MetrixLab from marketing research firm Macromill for an undisclosed amount.

Wooden blocks showing merger concept

The acquisition, which has a closing date of 1st June, will bolster Toluna’s global insights capabilities and will provide MetrixLab with access to Toluna’s technology platform, global panel and global services.

Macromill will acquire a minority equity stake in Toluna as part of the deal, with plans for the two companies to explore opportunities for global collaboration and partnership.

Toluna’s global headcount will increase to more than 2,500 employees as a result of the acquisition and cover more than 90 markets worldwide. The company did not provide further details on the structure of the company going forwards at this time.

The acquisition of MetrixLab follows Toluna’s deals to buy insights firm GutCheck and qualitative research technology company Further late last year.

Frédéric-Charles Petit, chief executive at 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.”

Thijs Elias, chief executive at MetrixLab, said: “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.”

Toru Sasaki, chief executive at Macromill, added: “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.”