Dana Kim

Collecting user feedback gives companies a new way to step back and see the product through the eyes of its users.  For product companies, this is often done at home through what’s called in-home usage tests (IHUT).  Falling under market research, this typically involves a market research company, that’s contracted by the brand, to work together to send product samples to users to collect reactions to scents, tastes, effectiveness, and even packaging.  However, unlike other forms of market surveys, this segment hasn’t adopted much technology or digitized.  Highlight is on a mission to change that with its end-to-end in-home product testing platform handling test design, recruitment, logistics, feedback collection, and associated analysis. By modernizing the process with attention to software and design, the platform differentiates itself by offering more sophisticated targeting, streamlining the process by reducing the time needed for testing and analysis, and by offering increased completion rates.  Consumer brands are also able to get to market faster with more confidence and Highlight has already worked with top names like Pepsi, P&G, Nestle, Mondelez, and Colgate. AlleyWatch caught up with Highlight Cofounders Dana Kim and Ethan Kellough to learn more about the inspiration for the business, the company’s strategic plans, latest round of funding, which brings the total funding raised to $8.2M, and much, much more…