RealityMine, a Manchester, UK-based global provider of mobile market research technologies and consumer analytics, raised $17.25m in growth equity funding.
The round was led by Kennet Partners, an international growth equity firm that invests in high-growth companies in Europe and North America, with participation from existing investors GP Bullhound Sidecar III LP, GMCA and a number of other private investors.
The company intends to use the funds for further technology advancements in the areas of mobile and cross-platform measurement, as well as behavioral analytics, opening of additional markets worldwide and expansion of its services to new industry verticals.
Led by Garry Partington, CEO, RealityMine combines proprietary passive behavioral metering technologies on mobile devices, tablets, PCs, and home routers with active eDiary and other in-the-moment survey tools to quantify the context of consumers’ daily lives and their media consumption behaviors. The company’s TouchPoints research and Technology is now available in over 20 markets and is used by major media agencies, creative agencies, market research agencies and media owners for granular insights, cross-media audience flows and to understand the complex consumer journey along the path to purchase.
RealityMine has offices in New York, Los Angeles, Chicago, Silicon Valley and Sydney, Australia.