Caddle
Caddle is a Canadian consumer insights and ratings & reviews platform that runs Canada's largest daily active survey panel and rewards consumers via a mobile app for sharing purchase data, surveys, and reviews, serving Fortune 500 CPG brands and major Canadian retailers with rapid custom research and syndicated reviews.
- Company typePrivate
- Founded2015
- HeadquartersSt. Catharines, Canada
- Headcount—
- GTM typeB2B
- OfferingSoftware
What Caddle does
Caddle is a Canadian consumer insights and data company headquartered in St. Catharines, Ontario, founded in 2015. The company operates a mobile-first, two-sided marketplace in which consumers download the Caddle app (available on iOS and Android) and are rewarded for sharing data through surveys, photo capture, receipt uploads, and ratings & reviews; the resulting panel is positioned as Canada's largest daily active survey panel with over 10,000 Daily Active Users and 100,000+ Monthly Active Users. The platform bundles survey, photo, and receipt capture tools into configurable research solutions for shopper/trade marketing, consumer insights, brand marketing, category development, and eCommerce teams, alongside a Reviews-as-a-Service (RaaS) offering launched in March 2022 and a Targeted Reviews tool launched in 2023, with reviews syndicated to national retailers through Bazaarvoice and PowerReviews integrations.
Caddle serves enterprise customers in CPG, retail, and market research, with named logos spanning Fortune 500 brands (Walmart, Nestlé, Purina, Coca-Cola, PepsiCo, McCormick, Kellogg's, Conagra, Beam Suntory, KIND) and major Canadian retailers (Loblaws, Canadian Tire, Sobeys, Home Hardware), as well as research and measurement firms (Nielsen, Dalhousie University's Agri-Food Analytics Lab, Environics Analytics, IRI Canada). Revenue is generated primarily through usage-based custom research engagements (pricing starts at $600 per question with 72-hour turnaround), subscription RaaS contracts, and data monetization from the consumer panel, distributed through direct enterprise sales, partner channels, and syndicated retailer integrations. Strategic partnerships include a flagship Walmart Canada UGC alliance, integrations with Bazaarvoice and PowerReviews for review syndication, and 2024 alliances with The Trade Desk (retail media/AdTech) and Home Hardware (home improvement retail).
Caddle firmographics
Firmographics- Name
- Caddle
- Legal name
- Caddle Inc.
- Website
- https://askcaddle.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Short description
- Caddle is a Canadian consumer insights and ratings & reviews platform that runs Canada's largest daily active survey panel and rewards consumers via a mobile app for sharing purchase data, surveys, and reviews, serving Fortune 500 CPG brands and major Canadian retailers with rapid custom research and syndicated reviews.
- Ownership category
- akta.pro rank
Where Caddle is headquartered
LocationHeadquarters
- HQ city
- St. Catharines
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Caddle business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Consumer Research Services: Custom research services where brands pay for specific survey questions and consumer insights. Pricing starts at $600 per question. Caddle delivers rapid insights across Shopper/Trade Marketing, Consumer Insights, Brand Marketing, Category Development, and eCommerce & Digital solutions.
- Ratings & Reviews (RaaS): Reviews-as-a-Subscription service where brands pay to collect and syndicate product reviews to major Canadian retailers. Revenue is generated through product targeting and review collection campaigns.
- Consumer App Engagement: Free consumer app rewards users for engaging with brands, capturing receipts, completing surveys, and writing reviews. The app creates first-party data assets that are monetized through B2B services to brands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Custom Research starting at $600 per question |
Go-to-market motion3 records
Distribution channels2 records
Marketing channels10 records
Caddle product offering
Product offeringCore offering
Caddle operates a consumer insights platform powered by a rewards-based mobile app that pays Canadian consumers to share receipts, complete surveys, capture photos, and write reviews. The company monetizes this first-party panel data through B2B research services sold to CPG brands and retailers, including custom consumer research (starting at $600 per question), ratings & reviews syndication (RaaS), and shopper/marketing insights across Shopper Marketing, Consumer Insights, Brand Marketing, Category Development, and eCommerce use cases.
Product overview
Caddle is a consumer research and insights platform with a multi-product architecture consisting of a core mobile app (Caddle App) that rewards consumers for data sharing, combined with ratings and reviews solutions (Reviews-as-a-Subscription and Targeted Reviews), survey/photo/receipt capture tools, and specialized solutions for Shopper Marketing, Consumer Insights, Brand Marketing, Category Development, and eCommerce. The platform is powered by Canada's largest consumer panel with over 10,000+ Daily Active Users. The Caddle Panel serves as the foundation enabling all research solutions, while The Food Professor Podcast provides industry content and thought leadership. Research solutions start at $600 per question.
Differentiator
Problem solved
Functional benefit
Products and services
- Caddle App
Quantifiable outcome
- 25% increase in add-to-cart growth; 80% increase in clicks from organic search for F500 FMCG brands' campaigns
- +3 more outcomes
Companies that use Caddle
Customer profileNamed customers17 records
Segments7 records
Ideal customer profiles2 records
Caddle technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature5 records
Caddle partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, flagship and minor.
- The Trade DeskcoreStrategic partnership announced in July 2024 to 'unleash the future of retail' - likely combining consumer insights with advertising technology capabilities.
- Home Hardware Stores LimitedcoreStrategic partnership with Canadian home improvement retailer for consumer insights and market research services.
- BazaarvoicecoreReviews syndication partnership through which Caddle distributes collected ratings & reviews to National retailers including Walmart, Canadian Tire, and Shoppers Drug Mart.
- WalmartflagshipStrategic partnership for UGC and ratings & reviews. Caddle supports Walmart Canada's sampling program for generating product reviews and user-generated content.
- Agri-Food Analytics Lab at Dalhousie UniversitycoreLong-standing research partnership with Dr. Sylvain Charlebois' lab for joint food industry research, reports, and the Food Professor Podcast. Collaborated on numerous reports including Food Price Report, COVID-19 studies, and consumer behavior research.
- Retail Council of Canada (RCC)coreResearch partnership for joint holiday shopping surveys and industry reports. Collaborated on Easter, Valentine's Day, Mother's Day, Halloween, Back to School, and other seasonal shopping reports.
- NielsencorePartnership providing Nielsen access to niche Canadian audiences, robust and in-depth data with exceptional speed. Richard Lee, VP Business Development at Nielsen, confirmed the value of Caddle's panel for reaching Canadian consumers.
- Environics AnalyticsminorData partnership combining Caddle's panel data with Environics Analytics' PRIZM consumer segmentation for cannabis consumer insights.
- IRI CanadaminorWebinar partnership discussing shifts in grocery shopping behavior and COVID-19 impacts on Canadian consumers.
- MoviaminorBrand lift measurement partnership where Caddle provides insights on target markets' habits and consumer behavior for Movia's mobile billboard campaigns.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Caddle competitors and assessment
Company assessmentDirect peers
- Toluna: Toluna operates a global consumer insights platform with an owned panel and rewards-based mobile app, directly mirroring Caddle's two-sided marketplace model for surveys and consumer research. Both monetize an engaged consumer panel by selling insights and ratings to CPG brands.
- Leger: Leger is the largest Canadian-owned market research firm, offering custom consumer research, panel access, and insights to CPG brands and retailers. It directly competes with Caddle in the Canadian consumer insights segment, with overlap in CPG, retail, and shopper marketing engagements.
- Maru Group: Maru Group runs online consumer communities and on-demand research panels serving CPG, retail, and financial services clients in North America. Its Canadian operations and ACCESS via MARU technology stack compete head-to-head with Caddle's panel-based research model.
- Dynata: Dynata is one of the world's largest first-party data and insights platforms, operating a global consumer panel and offering survey, receipt, and audience research services to brands. It competes with Caddle in custom research and panel-based insights delivery.
Regional players
- Rakuten Insight: Rakuten Insight operates an international consumer panel network spanning APAC, Europe, and the Americas, with research solutions tailored for cross-market brand tracking. Comparable in panel-based research delivery, though it focuses more on Asian markets than on Canada's CPG ecosystem.
Broad incumbents
- Nielsen: Nielsen is the global leader in consumer measurement and media insights, offering panel-based retail and audience research at massive scale. It is both a Caddle partner (citing Caddle's niche Canadian audiences) and a competitor in CPG research services for many of the same brand clients.
- Kantar: Kantar is a global market research and analytics leader offering brand tracking, shopper insights, and consumer panels across CPG categories. It is a broad incumbent competing for the same Fortune 500 CPG research budgets that Caddle serves.
- Bazaarvoice: Bazaarvoice is the dominant ratings & reviews syndication network connecting brands with major retailers globally. Caddle currently syndicates through Bazaarvoice, but Bazaarvoice also competes for review collection budgets from the same CPG brands.
- Ipsos: Ipsos is a top-three global market research firm with extensive CPG, retail, and shopper research practices, including Canada-specific operations. It is a broad incumbent competing for the same enterprise consumer insights budgets as Caddle.
Emerging players
- Yotpo: Yotpo is a leading eCommerce marketing platform offering ratings & reviews, UGC, and loyalty solutions syndicated to retailers — directly overlapping with Caddle's RaaS offering. Both compete for CPG and retailer wallet share on review collection and syndication.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks2 records
Key highlights6 records
Customer concentration
Caddle social profiles
Digital presenceCaddle financial estimates
Financial estimateRevenue estimate
Valuation estimate
Caddle leadership team
Management profileNumber of profiles
Profiles4 records
Caddle funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Caddle M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Caddle
What does Caddle do?
Caddle operates a consumer insights platform powered by a rewards-based mobile app that pays Canadian consumers to share receipts, complete surveys, capture photos, and write reviews. The company monetizes this first-party panel data through B2B research services sold to CPG brands and retailers, including custom consumer research (starting at $600 per question), ratings & reviews syndication (RaaS), and shopper/marketing insights across Shopper Marketing, Consumer Insights, Brand Marketing, Category Development, and eCommerce use cases.
Is Caddle a public or private company?
Caddle is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Caddle founded?
Caddle was founded in 2015.
Where is Caddle based?
Caddle is headquartered in St. Catharines, Canada, in the North America region.
How does Caddle make money?
Three revenue lines are on record. Consumer Research Services are the primary driver. The others are ratings & Reviews (RaaS) and consumer App Engagement.
Who are Caddle's main competitors?
Direct peers on record are Toluna, Leger, Maru Group and Dynata. Rakuten Insight is listed as a regional player. Broad incumbents are Nielsen, Kantar, Bazaarvoice and Ipsos. Yotpo is listed as an emerging player.
Does Caddle have an API?
No public API is recorded for Caddle.