What Toluna Influencers does

Toluna Influencers is a London-headquartered, private consumer insights platform founded in 2000 that operates a global online survey panel across more than 40 countries. The platform recruits individual consumers ("influencers") who register via a responsive website or native iOS/Android mobile apps to participate in market research surveys commissioned by brands and market research buyers. Toluna incentivizes panel participation through a points-based reward system redeemable for vouchers from partners including Amazon, Nike, and Swiggy, and supports users with LunaChatbot, an AI-powered assistant for survey navigation and support.

The company's core technology is a survey-based market research platform connecting B2B survey buyers with a distributed consumer panel; the platform architecture combines a web portal with native mobile applications on Apple App Store and Google Play, and is distributed through self-serve consumer-facing channels rather than enterprise sales motion. Toluna's product surface includes the Toluna Influencers Platform (core survey delivery), the LunaChatbot assistant, and the Toluna Mobile App. No proprietary AI/ML models, patents, or proprietary technical assets beyond the panel data asset itself are disclosed.

Toluna generates revenue on a transaction-fee basis: brands and market research companies commission consumer surveys through Toluna, and Toluna compensates panelists in rewards. Pricing is not publicly disclosed, and the platform is free for consumers to join and participate. Go-to-market is dual-sided — community-led and product-led on the consumer side, with brand/market-research commissioning on the B2B side — and the company distributes globally through mobile app stores and direct web access with no named office locations or management team disclosed in the source data.

Name

Toluna Influencers

Website

https://in.toluna.com

Company type

Private

Founded year

2000

Operating status

Operating

Short description

Toluna Influencers is a London-headquartered consumer insights platform that recruits individual panelists across 40+ countries to complete brand-commissioned online surveys in exchange for rewards, distributing via iOS/Android apps and web.

Ownership category

akta.pro rank

Product category

Online Consumer Survey Panel

NAICS

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

SIC

Services-Advertising (7310)

akta.pro primary industry

Influencer Measurement, Attribution & Analytics (BPAFAHAI)

Keywords

• Consumer survey panel
• Online market research
• Survey rewards platform
• Consumer insights community
• Data collection services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Market Research Survey Revenue: Toluna generates revenue by providing consumer market research services to brands and companies. Companies commission surveys to gather consumer opinions on products and services, and Toluna compensates panel members (influencers) for their participation through rewards such as vouchers and gift cards.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels2 records

Core offering

Toluna Influencers operates a global consumer panel (community of "influencers") that registers individuals to participate in online brand and product surveys in exchange for redeemable rewards. The platform is delivered as a self-serve responsive website and native iOS/Android apps, with brand clients and market research firms commissioning the surveys on the underlying B2B side.

Product overview

Toluna Influencers is a single-platform consumer insights and survey rewards community. The core Toluna Influencers Platform serves as the main market research portal where members complete surveys in exchange for rewards. The LunaChatbot provides AI-powered user assistance within the platform. A dedicated mobile application for iOS and Android extends survey access to mobile users.

Differentiator

Problem solved

Functional benefit

Products and services

• Toluna Influencers Platform Online consumer panel platform where individual members register, complete market research surveys on behalf of brands and market research firms, and earn redeemable points and rewards. Targeted at individual consumer panelists and used by B2B brand and research clients to source opinions at scale.
• Toluna Mobile App Native mobile application for iOS and Android that allows registered Toluna Influencers to take surveys, track points, and redeem rewards on mobile devices. Targeted at individual consumer panelists who prefer mobile access over the web.

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor.

• AmazonminorOthersAmazon vouchers are offered as reward redemption options for Toluna Influencers who complete surveys. Panel members can redeem their earned points for Amazon gift vouchers.
• NikeminorOthersNike vouchers are listed as a reward redemption option available to Toluna Influencers who accumulate points through survey participation.
• SwiggyminorOthersSwiggy vouchers are available as a reward redemption option for Toluna Influencers, allowing users to redeem points for food delivery credits.

Recent moves4 records

Expansion highlights4 records

Direct peers

• Toluna: Toluna is the parent brand and broader market research platform of which Toluna Influencers is the consumer panel arm. Both share the same consumer-panel recruitment, survey delivery, and rewards-based engagement model, making it the most directly comparable entity.
• SurveyMonkey: SurveyMonkey operates a self-serve online survey platform with a paid audience/panel product (SurveyMonkey Audience) that connects researchers with consumer respondents. Directly comparable on survey technology, panel monetization, and SMB-to-enterprise B2B buyer overlap.
• Dynata: Dynata is one of the world's largest first-party data and consumer panel providers, monetizing online survey participation for brands and market research buyers. Directly comparable on global panel scale, rewards-based engagement, and B2B research-buyer GTM.
• YouGov: YouGov runs a global online panel community that delivers survey-based consumer insights and syndicated research to brands, agencies, and governments. Comparable on panel-based consumer research, global footprint, and rewards-driven panelist recruitment.
• UserTesting: UserTesting operates a panel of human participants who complete paid research tasks (surveys, usability tests, interviews) for product and marketing teams. Comparable on paid-panel consumer research, rewards-based engagement, and B2B research buyer overlap.

Emerging players

• Prolific: Prolific operates an online participant pool for academic and commercial research, with verified panelists and transparent per-participant pricing. Comparable as a next-generation, digitally native consumer panel targeting researchers, though with a stronger academic tilt.
• Attest: Attest is a consumer research platform that connects brands to a network of paid consumer panelists for rapid survey-based insights. Comparable as a self-serve, SMB-friendly consumer insights platform competing for the same brand-research budget.

Broad incumbents

• Nielsen: Nielsen is a global measurement and data analytics giant serving consumer goods, retail, and media buyers with audience and consumer insights. Comparable as a large-scale consumer insights incumbent with overlapping B2B research-buyer relationships, though its portfolio is much broader than Toluna's panel-only focus.
• Kantar: Kantar is a global market research and consumer insights consultancy serving brand marketers with proprietary panels and syndicated data. Comparable as a broad incumbent in the same B2B research-buyer space, with overlapping consumer panel assets and survey methodologies.
• Ipsos: Ipsos is a global market research and consumer insights firm operating online panels and syndicated studies for brand, public sector, and media clients. Comparable as a broad incumbent with overlapping panel methodology, B2B research buyer relationships, and global coverage.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/toluna
• Facebookfacebook.com/TolunaIN
• LinkedInlinkedin.com/company/toluna-usa-inc.

Revenue estimate

Valuation estimate

Number of profiles

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 Toluna Influencers