Rival Group and Angus Reid Group Merge to Form $60M Research Powerhouse
Rival Group and the Angus Reid Group (ARG) are merging to form Canada’s largest Canadian-owned independent market research company, reshaping the industry across North America.
The newly formed Rival Group projects annual revenues of more than $60 million and will operate across six cities in Canada and the U.S.—including Vancouver, Toronto, New York, Chicago, San Francisco, and Los Angeles. The merger brings together three distinct firms: ARG, Rival Technologies, and Reach3 Insights, each continuing to operate under its own brand while sharing corporate services.
The merger also marks a full-circle moment for Dr. Angus Reid. After founding the original Angus Reid Group in 1979—later sold to Ipsos—he played key roles in Vision Critical (now Alida) and launched the non-profit Angus Reid Institute in 2014. He returned to commercial research in 2018 with the new ARG, which now joins forces with the next generation under the Rival Group banner.
“With ARG joining Rival Group, we’re building an organization that not only understands what Canadians think, but has the tools to ask, listen, and respond faster and better than anyone else in the market,” said Dr. Angus Reid, who will serve in a strategic leadership role on the Rival Group board.
Jennifer Reid, Co-CEO of Rival Group, will oversee Research, Consulting, and Panels. “By owning our technology, our panels, and our consultancy, we’re uniquely positioned to offer clients a fully integrated experience—from agile data collection to high-impact strategic guidance,” she said.
Her co-CEO, Andrew Reid—who leads Rival Technologies—highlighted the group’s growing AI capabilities. “Rival Technologies has been growing at over 40% year-over-year, driven by rapid advancements in AI and the introduction of intelligent agents into our platform,” he said. “This merger sets the stage for powerful new offerings that directly connect our conversational technology to the Angus Reid market panels.”
Headquartered in Vancouver and boasting majority Canadian ownership, Rival Group’s growth has been entirely organic. The group now serves more than 500 clients across industries including consumer goods, financial services, healthcare, and public affairs.
Scheduled to close this month, the merger is positioned as a growth initiative—with no layoffs or structural cuts planned. Rival Group aims to expand its U.S. panel reach, deepen its AI capabilities, and open a London office within the next two years to accelerate its global ambitions.
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