Toluna

Toluna operates a hybrid insights business that combines SaaS software, proprietary panel infrastructure and research services. It creates value by letting enterprise customers design studies, source respondents from its own panel, analyse results in one environment and optionally use managed service support. This integrated model reduces time-to-insight and allows Toluna to capture revenue from both the workflow software layer and the underlying sample/data supply layer.

Toluna is a private consumer intelligence and market research technology company headquartered in the United Kingdom. Its core offering is a B2B research platform that combines survey creation, qualitative and quantitative research workflows, analytics, and access to a large proprietary global consumer panel. The company sells primarily to market researchers, brand and marketing teams, product teams, agencies and enterprise insights functions that need fast respondent recruitment, study execution and decision support.

Toluna generates revenue through software subscriptions, project-based panel/sample access, premium analytics and AI-enabled testing modules, and supported or managed research services. Its consumer-facing community supports the supply side of the business by recruiting and incentivising panellists, rather than serving as the main monetisation layer. Recent consolidation, including the acquisition of MetrixLab, suggests a strategy to broaden from research tooling into a fuller end-to-end insights platform.