iMotions Raises $2.7m for Expansion

August 21 2007

Danish firm iMotions, whose software measures emotional response, has raised $2.7 million towards expanding its sales in the US and supporting the organisation worldwide. Investors include The Way Forward ApS, headed by entrepreneur Mads Kjaer, Chairman of the Kjaer Group; and Casper Foghsgaard, Business Development Manager with Novozymes in the US. 'We are currently establishing a strong sales group for developing our US customer base, and will continue to advance worldwide sales with an enhanced support organisation', said Peter Hartzbech, CEO of iMotions. He added: 'We expect this round of funding will take iMotions to a major international round, raising $10-15 million next summer'. Founded in 2005, the Copenhagen-based company has developed the Emotion Tool™, which it claims to be the world's first objective, non-intrusive, reliable software to measure human emotional response to visual stimuli such as print ads, direct marketing material, and brochures. It also measures visual attention using data from a standard eye tracking monitor. With additional offices in the US and India, the company currently employs 45 people and is online at www.imotionsglobal.com. FOLLOW US on Twitter. Simple printable version of this article. Email this article to a friend. Register for News emails