What Rival Group does

Rival Group Inc. is a Vancouver-based holding company that operates an integrated market research platform serving enterprise brands across the U.S. and Canada. Founded in 2018 by the Reid family and majority family-owned, the group consolidates three operating subsidiaries: Rival Technologies (a mobile-first conversational research technology platform), Angus Reid Group (a certified consumer panel and research consultancy acquired in May 2025), and Reach3 Insights (a U.S.-focused conversational insights consulting firm). In April 2026 the company launched Rival Audiences, a unified proprietary certified panel of 250,000+ verified consumers in the U.S. and Canada, which integrates Angus Reid's panel methodology with Rival Technologies' conversational platform and Reach3 Insights' consulting under a single operating model.

The technology stack is built around mobile-first conversational research formats and AI-powered quality controls. Survey Sentinel 2.0 is a proprietary AI fraud-detection system that claims an 82% lower fraud failure rate than competitors, addressing the well-documented deterioration of panel quality in the market research industry. The platform supports text-based natural language dialogue with panel members and processes responses through conversational interfaces rather than traditional survey forms. Named enterprise clients include Lululemon Athletica, Diageo, Maple Leaf Foods, Samsung, Meta Platforms, Paramount Pictures, and RBC, with a stated base of 500+ clients across multiple sectors.

The business model is enterprise-focused and primarily services-driven, generating revenue through market research project fees, panel access subscriptions, and consulting engagements. Pricing is quote-based and not publicly disclosed. The company is scaling rapidly, reporting 50%+ revenue growth in 2025 and 40%+ year-over-year growth in its technology division, supported by multi-city operations (Vancouver headquarters, Toronto, and Chicago), a senior board with deep industry and corporate governance experience, and active M&A and product integration activity.

Name

Rival Group

Legal name

Rival Group Inc.

Website

https://reidcampbellgroup.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

51–100 employees

Short description

Rival Group is a Vancouver-based holding company operating an integrated market research platform for enterprise brands across North America, combining a proprietary 250,000+-member verified consumer panel, mobile-first conversational AI research technology, and expert consulting under three subsidiaries: Rival Technologies, Angus Reid Group, and Reach3 Insights.

Ownership category

akta.pro rank

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Services: Provides market research services combining proprietary technology platform, certified panel access, and strategic consulting. Revenue derived from research projects, panel access subscriptions, and consulting engagements with over 500 clients across various sectors.

Distribution channels1 record

Marketing channels2 records

Core offering

Rival Group is a Canadian holding company that delivers end-to-end market research solutions by integrating proprietary technology (Rival Technologies' mobile-first conversational research platform), a certified first-party consumer panel (Angus Reid Forum / Rival Audiences with 250,000+ verified respondents in the U.S. and Canada), and strategic research consulting (Reach3 Insights and Angus Reid Group). Its offerings are sold primarily to enterprise brand clients across consumer goods, financial services, technology, media, and retail sectors.

Product overview

Rival Group is a market research company operating as a platform-plus-modules architecture with three integrated operating companies: Rival Technologies (conversational research technology platform), Angus Reid Group (panel data and research consulting in Canada), and Reach3 Insights (consulting in the USA). The group recently launched Rival Audiences as its unified certified research panel combining 250,000+ verified consumers with Survey Sentinel 2.0 AI-powered fraud protection and mobile-first conversational research capabilities. The integrated model provides end-to-end research solutions from technology platform to panel access to expert consulting.

Differentiator

Problem solved

Functional benefit

Products and services

• Rival Technologies Platform Mobile-first conversational market research technology platform and insight communities used by enterprise brands to run modern research engagements with consumer respondents.
• Angus Reid Group Research Services Expert market research consulting and quality audience data panel (Angus Reid Forum) serving enterprise clients across Canada and North America.
• Reach3 Insights Consulting Award-winning market research and consulting firm delivering conversational insights to innovative enterprise brands in the USA.
• Rival Audiences

Quantifiable outcome

• 82% lower fraud failure rate than competitors
• +2 more outcomes

Named customers7 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Angus Reid GroupcoreStrategic or Co-development Partner · 1 May 2025Acquired by Rival Group in May 2025, Angus Reid Group is a major market research company and Canada's largest Canadian-owned independent market research company. The acquisition brings Angus Reid Forum (quality audience data panel) and expert research consulting capabilities, integrated under Rival Group's operating model.
• Rival TechnologiescoreStrategic or Co-development PartnerOperating company of Rival Group, pioneer of mobile-first conversational market research technology and insight communities globally. Technology division growing at over 40% year-over-year, fueled by AI advancements and AI-powered tools.
• Reach3 InsightscoreStrategic or Co-development PartnerOperating company of Rival Group, award-winning market research and consulting firm serving innovative brands with conversational insights in the USA.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Dynata: Large first-party data and research panel company offering survey panels, sample access, and insights technology. Directly comparable as a panel-led research data provider competing in the same enterprise market research buying cycle.
• Ipsos: One of the world's largest market research firms offering quantitative and qualitative research, panel access, and consulting across industries. Directly comparable as a full-service research competitor serving the same enterprise brands Rival targets, and notably Gary Bennewies (Rival board director) is the former CEO of Ipsos Canada.
• Alida (formerly Vision Critical): Customer intelligence platform provider that evolved from Vision Critical, the prior company founded by Andrew Reid. Highly comparable given the shared lineage and overlapping insight community / customer feedback platform offering targeting enterprise brands.
• Toluna: Global consumer insights platform combining proprietary panels, survey technology, and research services. Directly comparable to Rival Audiences / Rival Technologies as a panel-plus-technology market research competitor.

Broad incumbents

• NielsenIQ: Global consumer intelligence and measurement company offering panel-based research, retail analytics, and consumer insights. Comparable as an incumbent in the broader consumer insights and panel-based research category Rival competes in.
• Kantar: Global market research and consulting firm with extensive proprietary panels and brand-tracking solutions. Comparable as a broad incumbent operating across the same enterprise customer base as Rival with overlapping panel, analytics, and consulting capabilities.
• GfK (now part of NIQ): Global market research and consumer insights firm (now combined with NielsenIQ) offering consumer panels, brand tracking, and consulting across sectors. Comparable as a broad incumbent operating in the same enterprise market research category as Rival.

Emerging players

• Prolific: Online participant recruitment and research panel platform focused on high-quality, verified respondents for academic and commercial research. Comparable in the verified-panel and fraud-protected respondent access layer of the market.
• discuss.io: Qualitative market research platform providing video-based insight communities and mobile-first research capabilities. Comparable to Reach3 Insights' conversational qualitative research offering and Rival Technologies' mobile insight communities.
• Quantilope: Automated consumer insights platform offering DIY and full-service market research with an emphasis on agile survey technology. Comparable as a technology-first research platform targeting the same enterprise buyers and competing for the modernization budgets Rival pitches.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/reidcampbellgroup
• Xx.com/rivalgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Rival Group