Vision Critical says it will use the investment to expand its product lines, support infrastructure, and further execute its global growth plans. Its offerings include panels of customers and market participants, as well as discussion groups and representative surveys of diverse populations.

“Vision Critical is modernising the market research industry through its ability to consolidate a powerful suite of products into a single platform for strategic decision-making,” said Derek Smyth, managing director of OMERS Ventures.

“We believe their experienced and proven management team [led by chairman Angus Reid, pictured], combined with their clear platform vision, will differentiate them massively from their competition.”

The funding follows the appointments of Bruce Friend, former president of Ipsos OTX Media CT, as president of its media and entertainment division and QuestBack’s Frank Kleinert as a partner.