Rival Group and the Angus Reid Group (ARG) have united to form one of North America’s largest independent market research companies, with projected revenues of over $60 million and operations in five major cities across Canada and the U.S.
This move brings together three market research leaders — Angus Reid Group, Rival Technologies, and Reach3 Insights — to form a vertically integrated insights powerhouse. In 2024, Rival Technologies and Reach3 Insights earned spots on Greenbook’s GRIT Top 10 Most Innovative Suppliers list after making the Top 50 list five years in a row.
While unified under the Rival Group banner, each company will remain operationally independent, preserving the integrity of their brands and offerings. Jennifer Reid, will remain as Co-CEO of Rival Group with responsibility for Research, Consulting and Panels. Andrew Reid, will also remain Co-CEO of Rival Group with responsibility for Rival Technologies while Dr. Angus Reid, CEO of the Angus Reid Group will take a strategic leadership role on the board of Rival Group. The rest of the senior leadership remains unchanged. This model allows for focused leadership and domain expertise, while unlocking shared access to cutting-edge tools, broader panels, and richer research capabilities with added stability, reach, and resources.
“This is a growth initiative, not a consolidation. Each company enters the merger with strong momentum, and Rival Group is focused on accelerating that,” said Andrew Reid, Group Co-CEO. “Clients can expect the same trusted relationships and service, now supported by expanded capabilities and shared investment in innovation and data integrity.”
Rival Group is now a global research enterprise built on three pillars: proprietary technology, expert consulting, and access to a propriety North American panel.
“Access to a high-quality, proprietary panel isn’t just a differentiator — it’s the backbone of modern research,” said market research veteran Dr. Angus Reid, Founder of Angus Reid Group in 1979 . “By combining our panel infrastructure with Rival Technologies and Reach3, we’ve built something truly rare: a research company that owns the tools, the expertise, and the panel.”
The merger brings together:
- Rival Technologies – developer of the leading AI-accelerated mobile-first conversational research platform
- Reach3 Insights – award-winning U.S.-based full-service research consultancy known for modern mobile-first conversational insight solutions
- Angus Reid Group – internationally respected provider of deep panel data and public opinion insights
This unified structure gives Rival Group full control over the three critical components of market research: technology, sample (panels), and consulting expertise. This combination is unmatched by any other independent firm in North America.
The group serves over 500 clients, from Fortune 100 corporations to fast-growing disruptors, across sectors including consumer goods & services, technology, media & entertainment, financial services, health and public affairs. With U.S. panel development underway and a London office on the horizon, Rival Group is building a platform that can flex across regions and verticals.
The merger follows consecutive years of double-digit growth for all three operating companies, and is designed to amplify innovation, not restructure teams, and continues investments in technology, recruitment, and operations.
“This merger creates one of the strongest research consultancies in North America — with a deep bench of senior strategists, sector specialists, and award-winning researchers across the group,” said Jennifer Reid, Co-CEO of the Rival Group. “It means we can move faster, go deeper, and deliver smarter, more connected insights to every client, whether they’re in tech, CPG, public affairs, or beyond.”
Over the next 24 months, Rival Group will focus on expanding its U.S. panel presence, deepening AI-enabled insights, and initiating European expansion. These efforts build on a foundation that is already unique in the industry: a fully integrated research model that combines the speed and scale of technology, the depth of consulting, and the reliability of owned data collection infrastructure.