Toluna
Consumer insights platform with global panels, analytics and research services.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- TOLUNA UK LIMITED
- Entity type
- COMPANY
- Founded
- 2000
- Headquarters
- 120 Aldersgate Street, Barbican, London EC1A 4JQ, United Kingdom
- Market role
- B2B SaaS Provider
- Official website
- tolunastart.com
What Toluna does
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.
Category differentiation
Toluna is not an adtech media-buying platform or a general survey tool for casual consumers. It is primarily a B2B market research and consumer intelligence platform with integrated panel supply and analytics.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
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.
Company news briefing
Briefing updated:
Building on its transition into an integrated insights provider, Toluna has formalised its acquisition timeline—highlighting the consolidation of MetrixLab, GutCheck, Harris Interactive, and KuRunData—alongside its executive leadership team under CEO Frederic-Charles Petit, CRO Priyanka Sarkar, and CTO Frank Smadja. This structuring, coupled with the appointment of a new Country Head for Australia and New Zealand, reinforces Toluna's focus on scaling its global market research capabilities through AI innovation.
Business model & monetisation
Toluna primarily monetises through SaaS subscriptions for its research platform, with additional usage-based or project-based charges tied to survey activity, analytics modules and respondent sample access. It also earns revenue from premium AI and analytics products, such as synthetic personas, ad testing and text analysis, as well as managed or hybrid research services for clients needing expert support. The consumer panel is an input asset funded through incentives and used to support B2B research revenue.
- Research platform subscriptions
- Software Subscription
- Panel and sample access
- Pay-per-use / project-based pricing
- Managed research and expert support
- Service Fee
- Premium analytics and AI testing modules
- Subscription or add-on licence
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Subsidiaries & acquisitions
- MetrixLab
Market research firm for brand, product and customer insights.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Toluna brings AI-native research to every team with Toluna Bina
Recorded impact score: 2/5
Toluna today unveiled Toluna Bina: an AI-native, always-on research platform, announced on October 1, 2026.
Toluna Elevates Leaders Across Europe to Power its Next Chapter of Growth
Recorded impact score: 2/5
Toluna announced the elevation of leaders across Europe to support its next phase of growth, as part of its ongoing executive leadership expansion.
Study: 43% Trust Social Media Over Traditional News
Media trust & misinformation · Recorded impact score: 3/5
A combined reading of reports in HORIZONT and MEEDIA on the Social‑Media‑Atlas 2026 shows 43% of internet users now trust social‑media posts more than editorial news. The representative study of about 3,600 internet users aged 16+, commissioned by PER Agency with IMWF and conducted via Toluna, finds trust in social media rose six percentage points year‑on‑year and is strongest among adults 20–49. Two‑thirds of respondents primarily rely on posts from private contacts; 35% frequently follow private recommendations (Generation Z 47%, Generation Y 46%). Most users are active on platforms and many report encountering misleading or untrue content. The coverage warns that AI‑generated fakes on social platforms pose a growing risk to voter information ahead of September state elections in Germany (Saxony‑Anhalt, Lower Saxony, Berlin, Mecklenburg‑Vorpommern).
- 43% of internet users say they trust social‑media posts more than editorial news (Social‑Media‑Atlas 2026).
- Survey of about 3,600 internet users aged 16+, commissioned by PER Agency with IMWF and conducted via Toluna.
Careers & open positions
Open positions indexed from verified career portals and applicant tracking systems.
| Position | Department | Location | Posted |
|---|---|---|---|
| Junior Market Research Manager(Junior) | Data, AI & Analytics | Sao Paolo | |
| KR Senior Research Executive / Research Manager (12 Months Contract)(Senior) | Data, AI & Analytics | Seoul | |
| Market Research Project Manager(Mid-Level) | Product & Design | Sao Paolo | |
| JP Senior Client Director(Director) | Sales & Business Development | Tokyo | |
| Commercial Operations Associate(Mid-Level) | Sales & Business Development | Norwalk |
Explore company relationships
Questions about Toluna
What is Toluna?
Toluna is a consumer intelligence and market research company that provides survey software, analytics, panel access and related insights solutions.
Who uses Toluna?
Its main users are enterprise insights teams, market researchers, brands, agencies, product teams and analysts that need fast research execution and respondent access.
How does Toluna make money?
Toluna makes money from software subscriptions, panel and sample access, premium analytics and AI modules, and managed research services.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
18 publicly documented primary sources and citations linked across the market graph.
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