Harris Interactive

Name

Harris Interactive

Legal name

Toluna SAS

Website

https://harris-interactive.fr

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Consulting Services (541613)

SIC

Services-Advertising (7310), Services-Prepackaged Software (7372)

akta.pro primary industry

Quantitative Research & Survey Analytics (Survey Design, Sampling, Statistical Modeling) (MPAAALAF)

akta.pro secondary industry

Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB)

Keywords

• Market research services
• Consumer insights platform
• Brand tracking analytics
• Synthetic persona research
• DIY research platform

Headquarters

HQ city

Vincennes

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Market Research Studies: Expert-led custom studies where Toluna Harris Interactive specialists design, manage, and execute quantitative and qualitative research tailored to client-specific business challenges. Represents the primary engagement model.
2. Self-Serve Platform Subscription: Clients access the Toluna Start platform on a subscription basis to design and launch studies independently, with optional expert support. Supports agile quantitative research with rapid turnaround.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Harris Interactive is a market research agency operating under Toluna SAS that delivers expert-led custom quantitative and qualitative research studies alongside a self-serve AI-augmented consumer intelligence platform (Toluna Start). It serves enterprise clients with brand tracking, campaign evaluation, concept and claims testing, powered by a proprietary global panel of 79+ million consumers across 100+ countries and AI synthetic personas.

Differentiator

Problem solved

Functional benefit

Brands

• Toluna Start: DIY research platform for market research studies
• Toluna Start Qual
• Toluna Start Academy
• TolunaID
• Toluna QSphere
• Toluna Synthetic Personas

Products and services

• Expert-Led Custom Market Research Studies Custom-designed market research studies for enterprise clients requiring bespoke qualitative and quantitative research tailored to specific business challenges; covers brand tracking, campaign evaluation, consumer behavior, market segmentation, and concept testing.
• Toluna Start Platform (Self-Serve Consumer Intelligence) Integrated DIY consumer intelligence platform enabling clients to independently design and launch quantitative and qualitative research studies with access to a global panel of 79+ million consumers, real-time analytics, and optional on-demand expert support.
• Toluna Start Qual Guided platform dedicated to asynchronous qualitative research, enabling clients to capture human stories and qualitative insights at scale within the Toluna Start ecosystem.
• Toluna Synthetic Personas Multimodal AI synthetic personas that respond to surveys on demand, simulating real consumer behavior for claims screening, idea testing, flavor testing, and brand messaging evaluation; reported to deliver 80% correlation with human responses.
• Claims Test Instant Instant claims testing solution for rapid evaluation of claims, ideas, flavors, and brand messages using AI-generated synthetic persona responses, enabling screening before full human-panel validation.
• Brand Track Express Express brand tracking solution enabling rapid brand health measurement for clients needing fast-turnaround brand performance insights.
• Creative Pre-Test Instant Instant creative pre-testing solution for rapid evaluation of advertising and campaign assets, allowing clients to screen creative effectiveness quickly before launch.

Quantifiable outcome

• AI synthetic personas show 80% correlation with human responses, enabling rapid claims and concept screening at scale.

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Partnerships

One partnership is on record.

• VolkswagencoreStrategic or Co-development PartnerVolkswagen uses AI-assisted creative testing provided by Toluna Harris Interactive to validate brand awareness and conversion assets across the full customer journey. The engagement covers both top-of-funnel and bottom-of-funnel content testing.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ipsos: One of the world's largest market research firms, offering quantitative and qualitative consumer insights across verticals including CPG, automotive and media. Directly comparable as a global full-service research agency competing for the same enterprise clients.
• NielsenIQ: Consumer measurement and analytics company providing market research, retail measurement and consumer panels. Comparable in panel scale, vertical coverage and integrated insights offerings.
• Kantar: Global market research and consumer insights leader with deep brand tracking, media and shopper capabilities. Competes head-to-head for brand health, campaign evaluation and innovation testing engagements.
• GfK: Global market research organization specializing in consumer, retail and technology insights, now part of NielsenIQ. Directly comparable in custom research, panel operations and consumer behavior analytics.
• Pollfish: DIY survey platform providing on-demand consumer research through a mobile-first global panel. Comparable in self-serve market research delivery, panel-based methodology and rapid-turnaround positioning.
• MetrixLab: Digital-first market research agency that merged with Toluna, offering brand tracking, campaign evaluation and consumer insights. Closely comparable in product offering and historical customer overlap (cited by a current Harris Interactive client).

Broad incumbents

• Cint: Global consumer research exchange and panel management infrastructure provider, supplying sample to research buyers and platforms. Comparable as a panel-technology infrastructure layer underpinning many research offerings.
• Qualtrics: Experience management platform that includes market research, brand tracking and consumer insights capabilities as part of a broader XM suite. Comparable as an enterprise research platform, though typically bundled with customer/employee experience modules.

Emerging players

• Attest: Consumer research SaaS platform enabling brands to run self-serve surveys against a global panel. Comparable as a PLG-style mid-market research tool, representing the disruptive self-serve competitor to Toluna Start.
• Quantilope: AI-powered consumer insights platform offering automated quantitative research with a self-serve interface. Directly comparable technology positioning to Toluna Start and to synthetic/AI-augmented research.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/harrisint_fr
• YouTubeyoutube.com/user/TolunaGroupVideo
• LinkedInlinkedin.com/company/tolunacorporate

Revenue estimate

Valuation estimate

Number of profiles

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 Harris Interactive