iMotions Raises $2.7m for Expansion

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.