Digsite raises $1.1 million for its virtual focus groups

The Madison startup Digsite has raised roughly $1.1 million to continue developing “virtual focus groups,” according to an SEC filing.

The company’s hoping to replace the traditional in-person focus group with a cheaper online system, where marketers and researchers can get real-time feedback on products. It’s now raised a total of about $1.5 million since it launched in 2014.

Digsite, which has eight full-time Madison employees, is using the money to extend the platform’s reach, said co-founder Jane Boutelle.

The lead investor was Michigan-based fund Belle Capital, which focuses on investing in women-owned companies.

See the filing

See an earlier WisBusiness.com story on Digsite

— By Polo Rocha,