Hootology secures $1.1m to scale qualitative research
Founded in 2016 by Stefanie Francis, Hootology will use the investment to bolster its product suite and support the growth of its team.
The company’s new research platform, Hooqz, offers discussions in simulated environments that respond to human input and allow for qualitative insights at quantitative scale.
Researchers can use the platform to conduct in-conversation analysis to quantify qualitative information.
Francis said the platform “curates smart conversations” and added: “When strategy is rooted in real understanding – honest, textured, human understanding – it leads to better decisions, stronger connections, and brands that actually resonate with their audiences.”
Hootology focuses on combining research principles with technology, with the aim of maximising the effectiveness of marketing and strategy initiatives.
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