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- Networked Insights
, a new market research firm, has formally announced its company launch along with the closing of series A funding of $4 million from Kegonsa Capital, a Madison-based venture capital firm.
Daniel Neely, CEO of Networked Insights, said in a release that the company wants to change the approach to market and customer research, which traditionally has been driven by methods such as surveys and focus groups. While those methods have evolved with the Internet, Networked Insights will attempt to deliver market research generated by the customer.
In contrast to proving a hypothesis or testing different theories, it's an approach in which the customer decides what issues and topics are most relevant. "What was once a company-controlled process is now defined by customers," Neely said, and its goal is to deliver richer, unbiased, and actionable information to companies.
Networked Insights is working with The Guild, an online retailer of original art and fine craft, to power a community on its e-commerce stie
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