A Chicago startup that helps companies better understand how users experience their products, services and brands has raised a $1 million round of equity financing, according to a SEC filing.
dScout works with companies in retail, consumer packaged goods, consumer electronics and web services to provide in-context research for companies based on how users engage with the product. Users, or "scouts," take photos, videos and other data that is collected by dScout and is made available to the businesses. Scouts are asked to participate in "missions" that also require the them to answer five follow up questions about the experience. dScout has studied everything from the caretakers of Alzheimer's patients to drinking occasions to what it's like to be a new mom.
dScout spun out of consulting firm Gravitytank in 2011 and has worked with clients such as Facebook, Motorola, and Wrigley.
The company pays scouts an average of $25 per assignment, and more that 70,000 users signed up to participate, according to a February story in Crain's. Clients are charged several hundred to several thousand dollars to use dScout, depending on the service level, the story said.
Last year Motorola used dScout to organize 50,000 people in more than 100 counties to test out its Project Ara.
