On AMC’s Mad Men, whenever ad agency Sterling Cooper Draper Pryce needs qualitative market research they arrange a focus group, usually a small collection of women, with the ad executives looking on via a two-way mirror.

Now, more than forty years later, many companies are still relying on similar methods: expensive in-person panels, which can be labor intensive to set-up, yield variable success and lack in cost effectiveness.

Denver-based GutCheck is trying to offer an alternative with its self-described do-it-yourself platform for qualitative market research and they’re building up a warchest to convert the unconverted. The startup, founded by CEO Matt Warta and Marshall England, has just raised $2 million in a Series A round led by Highway 12 Ventures.



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