Hot 100 2012 ??4: Toluna Group

The basics

Company name: Toluna Group
What they do: Smart polling, with incentives
Headquarters: London
The boss: Fr?d?ric-Charles Petit

The financials

Latest turnover (?,000): 73,641
Four-year compound sales growth (%): 81
Latest Ebitda (?,000): 17,993

The details

Toluna is the polling company with a difference. Instead of cold calling members of the public, as YouGov and ComRes do, Toluna has a community of members who answer questions online in return for Toluna Points. These can be converted into vouchers for high street retailers such as HMV, CD Wow and Halfords. 

The concept has attracted 4m members globally. It means market researchers can instantly create polls and get a deluge of replies in minutes. Members can also test products. 

Going to press, Toluna was in the middle of a buyout by minority shareholder Verlinvest which would value the firm at ?161m. Toluna chief executive Fr?d?ric-Charles Petit says he will stay at the firm he created.

The Hot 100 2012 is brought to you by Investec, Jordans, Cass Business School and Your Business Your Future.

You can meet many of the Hot 100 at the 2012 Entrepreneurs’ Summit, in association with Investec and supported by the CBI, on June 13, 2012. Keynote speakers include: Travelex founder Lloyd Dorfman, business secretary Vince Cable, Kelway founder Phil Doye and 20+ more speakers. Book here or contact Silvia Natalicchi on

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