Denmark's iMotions - Emotion Technology, a high-tech start-up company specialising in development and production of emotion-sensitive software tools, has gained a DKK 10 m (USD 1.7 m) investment as well as its first customer, a large US analysis and marketing agency whose name has not been disclosed. The new investment comes from Carsten Malby and Niels Wall of Niwa Group, and the money will be used to initiate global sales activities.
iMotions has developed Emotion Tool, a software that can measure human emotional response to visual stimuli such as print ads, direct marketing material, and brochures. The software, which also measures visual attention, uses data from a standard eye tracking monitor. Emotion Tool version 1.1 is currently being marketed to the advertising & marketing research industry worldwide.
Peter Hartzbech, managing director of iMotions, says the firm expects to employ more people: "As we add more functionality to our software and build our sales organization, we need to add more people to our team. By the end of the year, we expect to have 40 staff worldwide compared to the 18 people we currently have in our Copenhagen office”.
iMotions was founded in February 2005 and is based in central Copenhagen. Investors include Syddansk Venture, Jørgen Thorball who heads business development at Novozymes and MIT Professor Ken Morse. The news was reported by financial daily newspaper Børsen and on the iMotions website.
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