Mercia EIS Funds

Martin Fincham joins immersive tech company as it gears up for next funding round

UK-based tech firm, Gorilla in the room, has appointed Martin Fincham, the former CEO of global enterprise software company LANSA Group, as its chairman ahead of the company’s next funding round.

Following a seed investment from Mercia Fund Managers in January 2018, the business has launched Discover, a market leading immersive research mobile product, and is now raising further capital to transition from a service-based business to a subscription model.

Gorilla in the room is an award-winning developer and supplier of immersive technology – augmented reality (AR) and virtual reality (VR) – to the market research industry. It licenses its innovative mobile technology to companies such as Ipsos (the fifth largest global research group) on research studies for Coca-Cola, O2, GlaxoSmithKline, ITV, Johnson & Johnson and P&O amongst others. The company’s reach currently spans the USA, France, Australia, India and Mexico with plans for further international growth.

Martin Fincham joins the board following a 30-year career in technology, sales, marketing and growth management. He founded a software company aged 24 and, after exit, worked in Silicon Valley for five years. Martin brings relevant management experience to Gorilla in the room as the company prepares for the next stage of its growth.

Gorilla in the room’s product, Discover, immerses people in a real world context to accurately predict their real purchase decisions. It transforms traditional research by scaling qualitative insight with quantitative data, as well as delivering consumer studies quicker and at a lower cost. The company aims to make immersive research indispensable in the market by 2021.

Martin said: “It’s hard to resist the invitation to join an early-stage business when you find a great team addressing a large target market with a validated customer value proposition. After two years of experimentation, Gorilla in the room has proven that immersive tech improves realism in consumer market research as well as driving engagement to unseen levels. Immersive tech is naturally cool and intriguing, but this is the first B2B application that I have seen where I can apply my particular skills, experience and global network.”

Jonathan Barrowman, founder and CEO of Gorilla in the room commented: “Martin’s knowledge of B2B sales, software and SaaS is the perfect fit for Gorilla in the room. His track record in growing companies internationally is very impressive so we’re thrilled to have Martin on our board as we champion immersive research technology in the industry.”

Chris Kilroy, Investment Manager at Mercia, said: “Martin brings a wealth of knowledge and commercial experience that will be invaluable for Gorilla in the room as it commences the next chapter of its journey. Martin will be a great asset to the team moving forward and Mercia is committed to supporting the company as it continues to revolutionise how market research is conducted across the globe.”