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Columinate research technology now powered by Toluna

Columinate, South Africa's leading online market research company, have harnessed panel and survey technology from Toluna - the leading online market research panel and survey software provider to the global market research industry. This technology enables Columinate to provide clients with a fully managed research service, all under one roof, without the need to outsource panel or data collection activities. The move also makes it possible for Columinate to raise the standards of online data collection in South Africa to provide clients with premium online market research services.
Columinate research technology now powered by Toluna
Powered by Toluna

Columinate is delighted to announce the partnership with Toluna, to provide market leading panel and survey technology. Toluna are the world's leading online market research panel and online survey software provider. The need for a fully managed, one-stop online research service was identified by Columinate and put into action in 2010.

Columinate wanted to raise the standard of online data collection in South Africa to be in line with global standards and technology. Columinate prides itself on providing clients with premium online research that is up to the standard of any international suppliers. This necessitated a technology partner that valued the same standards and, consequently, this technology was acquired from Toluna.

"Toluna are delighted to be working with Columinate bringing the benefits of online panel communities to the African continent. PanelPortal is an extremely powerful yet easy to use tool that Columinate can use time and time again for a range of hosted client opportunities. End clients reap the benefits of having an extremely engaged audience base poised to take part in tactical and strategic research studies, all with the benefit of a social community. Toluna has pioneered this approach which is evident from a quick glance at the 4 million strong community." Rachel Adams, Marketing Director

More than just technology

The Toluna powered online research technology 'PanelPortal' provides a solid platform on which communities can be built and host online research studies as well as discussion board tracking, feature rich surveys and integration to social media. Aside from PanelPortal, Toluna now also powers Columinate's survey system, AutomateSurvey providing more flexible, robust and engaging surveys.

Columinate's aim has always been to provide more than just technology, by fusing it with specialist online research skills. Technology alone cannot provide a client with the necessary research insights, and online research-specific skills are necessary to effectively manage an online research project that yields sound insights.

Columinate has been a specialist provider of innovative online market research to South Africa since 2008, and continues to provide its clients with innovative and cutting-edge online market research. Elna Smit, Senior Online Specialist at Columinate, points out: "I believe our niche offering and online-specific focus has enabled us to refine our skills and offering for South Africa, a market that is still fairly new to the innovations of online market research. With Toluna, we are now geared with the best-in-class technology to provide our clients with a state-of-the-art offering, whilst applying research skills that are specifically adapted for this type of market research in this country."

About the panel

The current panel consists of over 13 000 individuals and is representative of the South African online population. The panel provides prospective clients with a good spread of the different demographic groups, while each and every survey conducted allows Columinate to gather more in-depth information on panellists. At present, Columinate has extensive profile information on each panellist including, but not limited to, demographic data, financial services, product usage and behaviour, media consumption and internet behaviour. Columinate has also adopted the Research 2.0 philosophy which encourages bottom-up feedback from panellists to ensure they remain engaged and excited about the panel. The panel also provides a valuable source of recruitment for qualitative projects such as discussion boards and Market Research Online Communities (MROCs), enabling Columinate to provide these services to clients wishing to embark on more qualitative studies.

South Africa's Specialist Online Research Company

Columinate specialises in innovative online research through online panel surveys and Online Insight Communities. We provide market research solutions that go beyond traditional routines in order to yield better, faster and more cost-effective insights. Contact Columinate ( or ) to request an obligation-free quotation, or a presentation or brochure with information on any of our other offerings. Visit for more information.

Toluna is the world's largest online market research panel and online survey software provider to the global market research industry. Visit their website at for further details.

19 Apr 2011 12:51



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