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Toluna: The 120x Faster Market Research Machine
How a legacy player is using AI to disrupt the $80B market research industry
MetrixLab isn't just another market research firm—it's a 137-million-dollar beast rebranding as Toluna to chase an AI-driven future. While competitors still rely on slow, expensive surveys, they're promising insights 120x faster using synthetic personas.
"They're betting the entire future on synthetic personas—AI-generated consumers that can predict market trends before they happen."
The 120x Speed Revolution
Traditional market research moves at a glacial pace—weeks for surveys, months for analysis. Toluna's ACT Instant AI platform claims to deliver reliable results 120x faster. They're not just optimizing workflows; they're eliminating the bottleneck between question and answer. The real innovation? Using validated benchmarks and synthetic personas to simulate consumer behavior at scale, turning what was once a 90-day process into a 24-hour sprint.
The Human-AI Hybrid Model
With 966 employees generating $137.9M in revenue, Toluna maintains a healthy $143K revenue per employee—solid for services. But the real story is in their talent mix. They're hiring program managers in Hyderabad and research team leads in the US, signaling a global operations model. The 2.1/5 Trustpilot rating from just 9 reviews suggests they're either B2B-focused (where reviews matter less) or they're still working out consumer-facing kinks in their rebranding.
The domain redirect from metrixlab.com to tolunacorporate.com is telling. This isn't just a name change—it's a strategic pivot. They're unifying under the Toluna brand, likely to leverage stronger brand recognition and streamline their AI-powered offering. The tech stack reveals a modern approach: Tailwind CSS, GSAP for animations, and Progressive Web App (PWA) capabilities show they're building for speed and mobile-first experiences.
- AI-powered synthetic personas that simulate real consumer behavior
- Validated benchmarks that eliminate the 'guesswork' from traditional research
- Global operations spanning US, India, and beyond (evidenced by Hyderabad job searches)
- Rebranding from MetrixLab to Toluna for unified market positioning
The AI Research Bet Is High-Stakes
Toluna is betting synthetic personas will replace traditional surveys. If they're right, they could own the next decade of market research. If they're wrong, that 2.1/5 rating might be the least of their problems.
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Toluna
Get reliable results 120× faster than traditional testing. Powered by Toluna’s synthetic personas and validated benchmarks, ACT Instant AI delivers trusted…
Get reliable results 120× faster than traditional testing. Powered by Toluna’s synthetic personas and validated benchmarks, ACT Instant AI delivers trusted insights at the speed and scale of AI.
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Reviews (8)
SCAM COMPANY
Filled a 1 hr survey on rum,on the 09/08/23, Promised a £20 amazon voucher in 2 weeks, Have sent several emails,KEEP SAYING looking into it,??? But still no payment from them after nearly 7 weeks?? LOOKS LIKE A GREAT BIG SCAM, would not recommend using them,I wont be
Did an online study for lindor with…
Did an online study for lindor with them through opinion bar, no Amazon gift card received which was advertised for an hour of my time! No response from any of my emails I have sent - disgusting company
SCAM- I had an 1 hour interview…
SCAM- I had an 1 hour interview regarding Kinder and I should have received a 28 € incentive. I did not received anything. I had no response to any mail after the interview
Lies
SCAM - I got this claiming to be reviewing on the behalf of Nespresso for a £10 Amazon voucher in return. Absolute rubbish, I emailed them and received no reply and no voucher whatsoever.
Got an email to enter prize draw if I…
Got an email to enter prize draw if I complete survey. Survey took 15mons to complete than at the end where you submit your details like email etc it says error on email. So you can't submit. Obviously rigged. And I remember I fell for this exact survey scam a year ago which I forgot and remember entering email and said error. So you are unable to submit it to get entered
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Get reliable results 120× faster than traditional testing. Powered by Toluna’s synthetic personas and validated benchmarks, ACT Instant AI delivers trusted…
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metrixlab.com uses 17 technologies across their website including Adobe Fonts, HSTS, reCAPTCHA, PHP, and more.
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metrixlab.com receives approximately 31.9K monthly visitors and ranks #792,370 globally. The website has a bounce rate of 39% with visitors viewing an average of 3.0 pages per visit. Users spend an average of 1:25 on the site.
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