Amsterdam’s consumer research startup Tellet raises €400K to drive democratisation of insights

Amsterdam-based Tellet, a startup that provides insights through AI-powered interviews and analysis, has secured €400K in a pre-seed round of funding. 

The startup reports that this funding is a key step in its mission to democratise consumer research through artificial intelligence.

Angel investors with sector expertise, such as Peter Kaas (Ommm Ventures), Harald Lamberts (Essense), Dirk Jan Dokman and Jaap van Gent (formerly CX Company), Declan O’Reilly (Empathy Research) and the three founders of Pointer Brand Protection, have invested in Tellet’s oversubscribed funding round. 

Despite its recent launch in August, Tellet has expanded its client base, boasting partnerships with prominent names like VodafoneZiggo, Blauw Research, Humanise, and Essense.

A “new era” in consumer research

Tellet’s platform employs AI for conducting and analysing consumer research interviews, providing a tool for professionals in market research, customer experience, product development, and academia.

The startup is led by CEO Merik te Grotenhuis, a research veteran with a successful exit from CG Research to Norstat in 2021. The team also includes CTO Pim Verbij, CCO Greg Burke, and CPO Luc Maas, each bringing diverse expertise to the AI-driven consumer research platform.

Tellet’s process is straightforward: users design interviews with the help of Tellet’s AI co-pilot, share the link with their target audience, and let the AI manage the rest. 

Conducted through a mobile messenger system, the AI digs into the ‘why’ behind consumer thoughts and behaviors. Results, including transcripts, audio and video clips, and an actionable report, are delivered within a few hours. Currently, Tellet supports 30 languages.

Capital utilisation

Tellet claims that the latest funding positions the company to fulfill its mission of creating the “world’s best” AI interviewer, establishing a new standard in AI-driven consumer research that empowers individuals to express themselves authentically.

Co-founder Merik te Grotenhuis says, “This funding is a validation of our vision to transform how businesses understand their customers. With Tellet, we are not just collecting data; we are uncovering stories, emotions and the true voice of the consumer.”