Toluna, a Norwalk, CT-based consumer insights provider, acquired Further, a Charleston, SC-based provider of a qualitative research technology platform.
The amount of the deal was not disclosed.
With the acquisition, Toluna will provide customers with a brand new insights platform on the market.
Led by CEO Frédéric-Charles Petit, Toluna is the parent company of Harris Interactive, KuRunData, and now GutCheck, which deliver real-time consumer insights at the speed of the on-demand economy. Integration of Further’s (formerly known as Dub) qualitative research technology into the Toluna Start platform provides clients with a combination of quantitative and qualitative real-time research capabilities. With the acquisition of Further’s technology and launch of Toluna Start Qual, customers now have access to qualitative tools and research services that engage consumers in conversation and activities via an intuitive user interface, leading to rich insight extracted using qualitative analysis tools. Toluna Start Qual is now available and provides clients with a range of research activities, including diaries, discussions, focus groups, polls, and surveys. These capabilities enable clients to design and create tasks, activities, and questions, then program them on the platform using a researcher toolkit.