Partner Article

Grant Thornton at the double for ambitious market research group

An international team, comprising Transaction Advisory Service (TAS) and tax professionals from leading business advisory firm Grant Thornton UK LLP assisted by colleagues in the US, India and the Netherlands, has advised on two strategic international acquisitions for Toluna, a global market research and consumer insights company.

The first acquisition was Brainyak Inc, which trades as Gutcheck, an agile US based market research agency that deploys quantitative, qualitative, and behavioural data to help global brands make better decisions with speed and confidence.

The deal, which completed in late 2022, strengthened Toluna’s presence in North America, where Gutceck’s innovative tools and methodologies have been integrated into Toluna Start, the industry’s only end-to-end insights platform

The second acquisition, by Toluna, which completed on June 1, is for Netherlands-based MetrixLab.

MetrixLab uses its technology-driven research solutions, including creative testing, brand tracking, packaging and e-commerce optimization, to support more than half of the world’s top 100 brands.

This deal saw MetrixLab’s former owner, Japanese listed business, Marcromill, Inc, take a minority interest in Toluna as part of the transaction.

The deal took Toluna’s global workforce to more than 2,500 and means it is now able to serve clients in over 90 global markets.

The Grant Thornton team led by TAS partner John Panteli and director James Pitts provided financial due diligence and buyside-support across the two deals, whilst tax structuring advice was provided by Chris Mundy and Isabel Thomas

Other services provided by the Grant Thornton team across the two deals included; SPA advice led by Patrick OBrien. Tax Due Diligence was provided by the UK firm, led by Meredith Miller, supported by GT India, GT Netherlands and GT US, while Rishi Shah and Amy Gardiner supported Toluna with valuations advice.

Partner John Panteli said: “Toluna’s recent acquisitions have cemented its status as a true global leader in the market research and insights sector. We are delighted to have helped this ambitious and increasingly technology led business continue to scale-at pace to enable it to offer its international clients the optimum service they expect.

“It was great to collaborate with our colleagues in the US, Europe and India on these significant transactions, and we look forward to seeing Toluna continue to thrive.”

This was posted in Bdaily's Members' News section by John Robson .