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Market research platformMilieu Insight raises $2.4 millionto launch in more SoutheastAsian countriesCatherine Shu @catherineshu / 3:16 pm +08 • October 29, 2019 Comment
Image Credits: Milieu Insight
Milieu Insight, a Singapore-based market research and dataplatform, announced today that it has raised $2.4 million in pre-Afunding. The round, led by MassMutual Ventures Southeast Asia,will be used on product development and to launch in four newSoutheast Asian countries, Malaysia, Indonesia, the Philippinesand Vietnam. The startup’s platform, called Milieu Surveys, isalready available in Singapore and Thailand and has signed morethan 45 clients.
This brings Milieu Insight’s i total funding so far to $3.15million, including a seed round announced in November 2018.Founded in December 2016 by CEO Gerald Ang, who previouslyworked at global research firms including GfK and YouGov,Milieu Insight seeks to make market research and data analysisaccessible to smaller businesses and organizations. MilieuPortraits, its consumer segmentation tool, returns insights aboutspecific demographics, including what products, media andbrands they prefer, while Milieu Studies allows companies tocreate their own studies.
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COO Stephen Tracy told TechCrunch in an email that thestartups’ four new markets were picked because “they are inhigh demand among existing research buyers who want to studyconsumer trends, particularly because the market dynamics inthese countries are evolving fast.” Milieu focuses exclusively onmobile data since smartphone penetration is still growing quicklyin many Southeast Asian markets.
He added “one other dynamic that makes us particularly excitedabout expanding across Southeast Asia is that, through ourinvestment in tech and automation, we’re able to sell marketresearch solutions at considerably more affordable price points(i.e. research studies as low as US$350). Meaning our platformcan also activate new spending among businesses/organizationswho couldn’t previously afford it, such as charities/non-profits,academic institutions and startups.”
Milieu Insight’s competitors include traditional research firms likeKantar and YouGov for Milieu Studies and Global Web Index forMilieu Portraits. Tracy says the startup’s competitive edge is itsend-to-end solution. “That is, there’s no other company thatoffers a single platform that connects an audience (i.e. ourmanaged consumer panel) with a SaaS service that allows you toaccess consumer profiling data on-demand as well as launchbespoke consumer studies and get results in just a few hours, allwithin a self-serve environment.”
In a press statement, MassMutual Ventures managing directorAnvesh Ramineni said “Milieu’s impressive team has built aworld-class product, making market research servicesaffordable, accessible and more relevant in today’s mobile firstlandscape. We are pleased to lead Milieu’s current round andlook forward to supporting the company as it scales across theregion.”
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