Former Toluna Exec Opens Sample Firm in Canada

In Canada, former Toluna exec Gaurav Agarwal has opened a new company called WiseSample, with backing from Microsoft's Bizspark technology and support program.

Agarwal (pictured) worked for Toluna for more than nine years, latterly as Client Services Leader responsible for managing the Healthcare and Entertainment groups, and in charge of a team of 22 project managers across Toronto, Los Angeles and Gurgaon, India.

WiseSample uses a combination of web analytics - including Webtrends, Core Metrics and Google Analytics - and behavioral analysis including ethnographic technique 'Netnografi', to understand people's online and social media behavior and compile what it says is the 'most relevant' sample for market research purposes.

Commenting on the new venture, Agarwal explains: 'We are driven by quality, and strongly believe that sample and respondents is much more than incidence and response rate. We want to make the survey taking experience social and incredibly enjoyable for our audience anywhere in the world, delivering high-quality responses and hence superior insights for our clients.'

Web site: www.wisesample.com .