Toluna Rebrands, Offers DIY Suite Of Research Tools

Toluna, a digital insights company, has been integrating a suite of tools into one platform that allows marketers to bring analysis and research in-house.

Along with combining the tools into one platform, Toluna rebranded its market research services as a hybrid offering of DIY and full support, said Phil Ahad, executive vice president and head of products and strategy at Toluna.

“We’re taking a playful approach,” Ahad said, calling the tools the “world’s first on-demand, real-time consumer insights platform.”

The campaign will run through the third quarter of 2018 in print and online. The rebranding message includes taglines like “Know What’s Next,” insights for the On-Demand Economy,” and “Transform the way you obtain insights,” he said.

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The idea was actually conceptualized internally, but creative direction and production was done by Deadeye Design in the UK.

The shift supports a change among many larger companies like P&G, Amazon, and Coke that want to take research in-house, but they don’t feel comfortable, have the tools, or can spare the employees because resources are constrained.

The research suite, TolunaInsights, will allow marketers to use one tool or many in their analysis. It took company developers 18 months to integrate three DIY tools into one platform. Services are being sold as an annual license or pay as you go model.

The tools are targeted at the insights teams, along with media buying, creative, and research and development teams within brands, said Phil Ahad, executive vice president and head of products and strategy at Toluna.

Ahad said bringing the platforms in-house has enabled some companies to cut the time it takes to discover insights through data from 10 days to 24 hours.  

Offerings include Audiences, Surveys, Communities, Analytics, Self-Served DIY, Managed Services, and Engineered Services.

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