Madison venture capital firm 4490 Ventures led a $7.7 million Series A investment round for Chicago startup QualSights, according to a Monday announcement.

QualSights’ insights technology platform helps brands, including a number of Fortune 500 companies, grow a deeper understanding of consumers.

“QualSights’ team has created a suite of technologies that address a major gap in consumer behavior understanding,” 4490 Ventures managing partner Dan Malven said in a statement. “It is a brilliant, globally scalable and defensible innovation.”

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