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Founded Year



Acquired | Acquired

About MetrixLab

MetrixLab specializes in the provision of pre-testing; online concept, prototype, and packaging testing; consumer communities; website user testing, and customer satisfaction research facilities. It also provides media or advertising research, product development research, e-business performance research, and loyalty research. The company was founded in 1999 and is based in Rotterdam, Netherlands. In May 2023, MetrixLab was acquired by Toluna. The terms of the transaction were not disclosed.

Headquarters Location

Wilhelminakade, 312

Rotterdam, 3072 AR,


+31 10 20 30 700



Latest MetrixLab News


Nov 7, 2023

UK – Global insights technology and panel business Toluna has reshuffled its leadership team in the wake of its acquisition of MetrixLab earlier this year. Among the changes is the addition of Hans Verhulst as chief people officer, having previously served as global HR director for MetrixLab for the past four-and-a-half years. Jolique Weelink has been named as chief insight officer, having most recently held the role of global head of technology, innovation and consultancy at MetrixLab, having joined the firm in 2007. Pierre Camagne, Susan Vidler, Kevin Daly and Frank Smadja will remain in their respective roles, as will Toluna chief executive Frédéric-Charles Petit (pictured). MetrixLab is a market research and insights company that was acquired by Toluna from Macromill in June 2023. Petit said: “I’m thrilled to have Hans and Jolique bring their unique talents and expertise to our executive team after successful tenures leading their respective functions within MetrixLab. “I also greatly look forward to continuing to work with trusted colleagues in Pierre, Kevin, Susan and Frank, each of whom have been key to Toluna’s growth.”

MetrixLab Frequently Asked Questions (FAQ)

  • When was MetrixLab founded?

    MetrixLab was founded in 1999.

  • Where is MetrixLab's headquarters?

    MetrixLab's headquarters is located at Wilhelminakade, 312, Rotterdam.

  • What is MetrixLab's latest funding round?

    MetrixLab's latest funding round is Acquired.

  • Who are the investors of MetrixLab?

    Investors of MetrixLab include Toluna, Macromill and Endeit Capital.



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