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Consumer research startup Knit locked up a $16.1 million Series A led by GFT Ventures and Sound Ventures, CEO Aneesh Dhawan tells Axios Pro.

Why it matters: Brands and large enterprises have an insatiable appetite for consumer insights, but getting such research can be long and arduous.

How it works: Knit pairs customers with human expert researchers, and its AI platform allows users to get report insights within 24 to 48 hours, rather than four to six weeks.

The platform can analyze large amounts of unstructured data, both quantitative and qualitative.

Flashback: Knit raised a $9 million seed extension less than a year ago.

Zoom out: The new Series A also saw participation from Silicon Road Ventures, Osage Ventures, Rise of the Rest and others.

The Austin, Texas-based company has now raised about $30 million.

By the numbers: The company is working with about 100 different brands on consumer research, including Amazon, NASCAR and Mars Wrigley.

Knit's annual recurring revenue grew 5x in the last year, Dhawan said.

What they're saying: "It has never been easier to build, but also has never been harder to differentiate," says Sound Ventures investor Alexandra Burbey about startups raising money in the new age of AI.

The bottom line: While there are scary parts of AI, it also is possible that it actually may improve the way brands interact and learn about their own customers.

Exclusive: Knit raises $16.1M Series A for consumer research

GFT Ventures and Sound Ventures led the new round

Illustration of a cursor hand holding a price tag.

Consumer research startup Knit locked up a $16.1 million Series A led by GFT Ventures and Sound Ventures, CEO Aneesh Dhawan tells Axios Pro.Why it matters: Brands and large enterprises have an insatiable appetite for consumer insights, but getting such research can be long and arduous.

Exclusive: Knit raises $16.1M Series A for consumer research

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