Toluna acquires GutCheck, specialist in “agile market research”


Toluna acquires GutCheck, specialist in “agile market research”

October 26, 2022

Consumer insights provider Toluna has acquired US-based agile market research and analytics solutions company GutCheck for an undisclosed amount.

Founded in 2009, Denver, CO-based GutCheck offers a device-independent quantitative and qualitative platform that can ingest and synthesize data from a wide variety of sources, including respondent data, platforms data management, CRM systems and other behavioral and attitudinal data. The company helps clients understand their audience, create products and ideas their consumers want, identify the creative that will drive those consumers to buy, and measure their brand’s performance in the market.

So far this year, GutCheck has added an online qualitative co-creation solution called Agile Creative Think Tank, and a joint solution called Interactive Concept Developer, which uses a hybrid approach to create new products or services. Toluna – which is the parent company of UK-based Harris Interactive and China-headquartered KuRunData – says that through the acquisition, GutCheck’s solutions, research methods and team will be added to Toluna’s technology stack and operational infrastructure, while strengthening the group’s presence in North America.

Specifically, GutCheck’s research tools and methodologies will be integrated into his company’s end-to-end insights platform, Toluna Start, which now offers capabilities multi-market research tool to allow users to target unlimited markets through a single setup process and analyze aggregate data through a single report link. Rob Wengel, CEO of GutCheck, added, “By joining Toluna, our customers will enjoy the value of a comprehensive information experience powered by the industry’s most advanced information technology stack, access to a global first class and an extensive service infrastructure. ‘

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