Imagini snaps up $13.5m investment

UK-- Imagini, a company that has developed a method for segmenting online consumers using picture-based surveys, has won $13.5m in funding.

The investment comes from Horizons Ventures, NorthZone Ventures and Atomico, and is the company's second round of financing since it launched in 2006.

Apart from short, simple prompts, Imagini's surveys are completely visual. Respondents are presented with a grid of images, and click on whichever one best represents their feelings on a subject.

Imagini calls the data it collects ‘VisualDNA' and it has been used by advertisers, publishers and agencies to profile their target audiences.

Alongside the investment, the firm has also announced the appointment of Dermot Halpin, former president of Expedia Europe, as non-executive chairman and board director.

Imagini founder Alex Willcock said: “We are off to a strong start this year and we are thrilled that Dermot has agreed to help spearhead our ambitious growth plans.”

The company is currently developing a plug-in to allow any website publisher to create their own online VisualDNA poll.

Click here to read an exclusive interview with Willcock from the Research magazine archive.

Author: Brian Tarran