Indonesian consumer research startup Populix gets $1.2M in pre-Series A funding –
Summary
For example, if a coffee brand wants to understand consumer sentiment, it will send people with surveys into a café or grocery store and ask customers to fill them out in return for a small gift. Other companies in the same space include established players like YouGov and Kantar, and Singapore-based Milieu Insight, a market research and data platform that operates in several Southeast Asian countries. Astandu said one of the main ways Populix differentiates is by focusing on mobile surveys, since Indonesia is the fourth-largest smartphone market in the world (after China, India and the United States) and the penetration rate is still growing. The founders said Populix will continue focusing on Indonesia with its pre-Series A funding, but plans to look at other developing markets with fragmented consumer data, like the Philippines and Vietnam, after raising its Series A round. In a press statement, Intudo Ventures founding partner Patrick Yip said, “With consumer habits undergoing dramatic changes in recent years due to rising incomes and widespread embrace of digital commerce, Populix is providing clients with actionable insights into the latest consumption characteristics and trends of Indonesians.