What Angus Reid Group does

Angus Reid Group is a full-service consumer and public opinion market research consultancy founded in 1979 and headquartered in Canada, with operations across North America. The firm serves enterprise clients, government institutions, and media organizations across nine sector verticals — Financial Services, Technology & Telecommunications, CPG & Retail, Government & Public Policy, Lottery & Gaming, Travel & Tourism, Charitable & Non-Profits, Technology/Media/Entertainment, and Advertising & Media Agencies. Its core offering combines a proprietary certified online panel (Angus Reid Forum) with an AI-powered fraud detection system (Survey Sentinel), conversational mobile-first survey delivery, and advanced analytics modules including Implicit Reaction Testing (IRT), Shapley Value Regression, Motivational Pathways, and System 1.

The company's technology platform integrates the Angus Reid Forum panel with Survey Sentinel fraud detection (89% detection in Canada, 94% in USA), conversational survey interfaces mimicking messaging apps, video open-ends, and daily omnibus surveys running in both the US and Canada. Angus Reid publishes recurring branded trackers such as the monthly Consumer Economic Pulse (running since May 2022) and the Canadians & AI Report. The firm operates as a wholly-owned subsidiary of Rival Group following the May 2025 acquisition, which combined Angus Reid's panel and brand credibility with Rival Technologies' conversational research platform and Reach3 Insights' consultancy services — forming what the combined entity describes as Canada's largest Canadian-owned independent market research company.

Angus Reid's revenue model is anchored in custom, project-based full-service research engagements sold through direct enterprise sales, supplemented by subscription-style omnibus survey products and gated report subscriptions. Pricing is quote-based and not publicly disclosed, with fees specified per Order under net 30 terms and multi-year contract structures typical of professional services engagements. Go-to-market combines enterprise field sales led by sector-specialist senior research executives, a self-serve online resource center for top-of-funnel lead generation, and an agency channel delivered through the Rival Technologies platform for quick-turn pitch and campaign research.

Name

Angus Reid Group

Legal name

Angus Reid Group Inc.

Website

https://angusreid.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

11–50 employees

Short description

Angus Reid Group is a full-service Canadian market research consultancy offering proprietary online panel access, AI-powered fraud detection (Survey Sentinel), conversational survey technology, and sector-specialist research services across nine verticals to enterprise, government, and agency clients in North America.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Research and Public Opinion Polling (54191)

SIC

Services-Consumer Credit Reporting, Collection Agencies (7320), Services-Advertising Agencies (7311)

akta.pro primary industry

Industry & Sector Research (Syndicated/Custom) (BPAHALAE)

akta.pro secondary industries

Survey, Panel & Fieldwork Services (BPAHALAJ), Social & Digital Insights (Social Listening, Online Community Research) (MPAAALAK)

Keywords

• Market research services
• Consumer insights
• Public opinion polling
• Online survey panels
• Brand reputation research

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Custom Research Projects: Full-service research engagements including public affairs, consumer insight, and reputation research. Pricing is project-based, invoiced according to individual Orders with fees specified per engagement. Net 30 payment terms apply. Additional services beyond the contracted scope are billed at prevailing rates.
2. Omnibus Surveys: Weekly omnibus surveys in the US and Canada providing quick-turn directional data across diverse sample segments. Sold as a standardized product with tiered pricing based on sample size and add-on modules.
3. Report Subscriptions and Downloads: Published research reports (Consumer Economic Pulse, Canadians & AI, Gen Z Donation Habits, etc.) available for download, typically via gated form submission with promotional communication consent.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Angus Reid Group is a full-service market research consultancy that conducts custom consumer, public affairs, and brand reputation research for enterprises, government institutions, and agencies. It operates a proprietary certified online panel (Angus Reid Forum), uses AI-powered fraud detection (Survey Sentinel), and delivers insights through custom research engagements, weekly omnibus surveys, insight communities, and conversational mobile-first survey technology.

Product overview

Angus Reid Group operates as a full-service market research consultancy offering a platform-plus-modules architecture. The core platform consists of the Angus Reid Forum (proprietary online panel) and Survey Sentinel (AI-powered fraud detection), which together ensure authenticated, high-quality respondent data. Supplementary solutions include Daily Omnibus surveys, Insight Communities, and Conversational Surveys for data collection, complemented by analytical modules like System 1 (implicit response testing), Motivational Pathways, Wisdom of the Crowd, and Market Segmentation. The company publishes branded research trackers including Consumer Economic Pulse and Canadians & AI Report. Services span multiple industry sectors including Financial Services, Technology & Telco, Government & Public Policy, CPG & Retail, Travel & Tourism, Lottery & Gaming, and Charitable Sector & Non-Profits.

Differentiator

Problem solved

Functional benefit

Products and services

• Angus Reid Forum (Certified Sample Panel) North America's most recognized and respected online public opinion community providing authenticated responses from progressively profiled participants for market research projects across enterprise and government clients.
• Survey Sentinel Proprietary AI-powered fraud detection model that identifies and filters out bots, AI-generated responses, and unqualified respondents to ensure data quality for research clients.
• Daily Omnibus Survey Standardized syndicated survey product run weekly in the US and Canada, providing quick-turn directional data with diverse sample segments and immediate quality assurance for clients.
• Insight Communities Service enabling organizations to build private customer communities and engage with real consumers over time to better predict behavior patterns and track attitudes longitudinally.
• Conversational Surveys Mobile-first conversational research approach engaging respondents through messaging-app-style interfaces with video, text, and chat feedback to capture more authentic responses.
• Custom Research Projects Full-service bespoke research engagements covering public affairs, consumer insight, and brand reputation research, designed and delivered by senior research executives for enterprise and government clients.
• Consumer Economic Pulse Monthly tracking report monitoring Canadian and American consumer purchasing behaviors and perceptions of the economy, with continuous wave data since May 2022.
• Canadians & AI Tracker Report Tracking study monitoring Canadian knowledge, perceptions, and use of artificial intelligence platforms across multiple waves.

Quantifiable outcome

• Survey Sentinel detects 89% of fraudulent responses in Canada and 94% in USA
• +3 more outcomes

Named customers15 records

Segments9 records

Ideal customer profiles7 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature6 records

Partnerships

Nine partnerships are on record, tiered core, major and minor.

• Rival TechnologiescoreTechnology or Integration · 13 April 2026Rival Technologies' mobile-first conversational research platform is integrated into the Angus Reid service offering, enabling AI-powered, mobile-native survey delivery that mimics popular messaging apps. The platform supports video feedback, text, and chat capabilities and is protected by Survey Sentinel 2.0 fraud detection claiming an 82% lower fraud failure rate than competitors.
• Reach3 InsightscoreStrategic or Co-development Partner · 13 April 2026Reach3 Insights' consultancy services are integrated under the single Rival Group operating model alongside Angus Reid and Rival Technologies. The three entities form a unified operating model combining proprietary panel access, conversational research technology, and strategic consulting expertise.
• Rival Group (Rival Audiences Panel)coreStrategic or Co-development Partner · 13 April 2026Rival Audiences is a proprietary certified research panel of 250,000+ verified consumers across the U.S. and Canada, integrating Angus Reid's existing panel methodology with Rival Technologies' conversational research platform and Reach3 Insights' consultancy services. The panel features AI-powered fraud protection via Survey Sentinel 2.0, targeting deteriorating panel quality issues in the market research industry.
• Rival GroupcoreStrategic or Co-development Partner · 1 May 2025Rival Group, a Vancouver-based market research company, acquired Angus Reid in May 2025, forming Canada's largest Canadian-owned independent market research company. The acquisition combined Angus Reid's panel methodology and brand credibility with Rival Technologies' mobile-first conversational research platform and Reach3 Insights' consultancy services. Rival Group reported over 50% annual revenue growth in 2025 driven by this integrated model.
• University of TorontomajorStrategic or Co-development Partner · 1 January 2019University of Toronto partnered with Angus Reid starting in 2019 to conduct the Canadian Quality of Work and Economic Life Study (C-QWELS), a nationally representative longitudinal effort tracking tens of thousands of workers. Angus Reid provided proprietary panels and sampling expertise ensuring nationally representative coverage across multiple waves from pre-pandemic through post-pandemic periods. The research was later extended to the US through the Quality of Employment Survey–Updated (QES-UP).
• Brock UniversitymajorStrategic or Co-development PartnerBrock University partnered with Angus Reid on a research initiative exploring the hidden dimensions of care, work, and family life in Canada, examining how employment conditions shape identity, health, and overall life satisfaction across Canadian families.
• Amazon Web Services (Hosting Provider)minorOthersAmazon Web Services is used by Rival Group (parent company) to host services and store Personal Information on secure, controlled environments. Angus Reid's privacy policy references AWS as a hosting provider.
• Microsoft Corporation (Hosting Provider)minorOthersMicrosoft Corporation is used by Rival Group (parent company) to host services and store Personal Information. Angus Reid's privacy policy references Microsoft as a hosting provider alongside AWS.
• HubSpot (Analytics Provider)minorOthersHubSpot is used as a third-party analytical provider that may collect analytic data on behalf of Rival Group/Angus Reid in accordance with their instructions and applicable privacy policies.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• GfK (now part of NIQ): Consumer research firm specializing in consumer panel, market intelligence, and sector-specific research. Angus Reid SVP Amy Knowles previously held senior roles at GfK, illustrating direct talent and offering overlap.
• Ipsos: Global market research and consumer insights firm offering syndicated and custom research across multiple verticals, directly competing with Angus Reid's full-service consultancy model. Several Angus Reid senior leaders (Rohit Nair) previously held senior roles at Ipsos.
• Toluna: Global online consumer panel and survey technology provider serving enterprise research buyers. Competes with Angus Reid Forum and Rival Audiences in panel-as-a-service and survey delivery.
• Maru/Blue: Canadian-based market research and analytics firm offering online panel access, omnibus surveys, and custom research, directly competing for the same enterprise and government clients in Canada.
• Leger: Largest Canadian-owned market research firm prior to the Rival/Angus Reid combination, providing opinion polling and consumer research across North America. Most direct head-to-head domestic competitor in Canadian market.
• Dynata: One of the world's largest first-party data and research operations providers, with a global online panel used by enterprises and agencies. Directly comparable panel infrastructure and survey delivery model.
• Kantar: Major global research firm providing consumer insights, brand tracking, and analytics across verticals. Directly comparable in service offering and senior-talent pipeline (multiple Angus Reid SVPs came from Kantar).

Emerging players

• RIWI: Toronto-listed global data and survey technology firm providing random-engagement, online survey and public opinion data. Competes in public opinion and consumer tracking segments, particularly for government and public policy clients.

Broad incumbents

• NielsenIQ: Global consumer intelligence and measurement giant with established panel assets (Nielsen Homescan, panelists). Overlaps with Angus Reid's consumer tracking and CPG/retail research offerings but at much larger scale.

Others

• Rival Technologies: Sister company under Rival Group providing mobile-first conversational research technology; now integrated into Angus Reid's platform offering. Included as an internal peer given the close operational integration post-2025 acquisition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/AngusReidGroup
• LinkedInca.linkedin.com/company/angusreid

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Angus Reid Group