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Who are climate-conscious consumers? Not who you’d expect, says Northwind Climate
Rather than divide people into demographic buckets, Northwind Climate analyzes survey responses for behavioral clues.
The startup has raised a $1.05 million pre-seed round, it exclusively told TechCrunch, with participation from angel investors including Tom Steyer, former Massachusetts governor Deval Patrick, and Alexander Hoffman of Susty Ventures. Rather than divide people into demographic buckets that might segment along political, generational, or regional lines, Northwind Climate analyzes survey responses for behavioral clues that can be used to classify consumers. It’s essentially an AI model, trained on survey responses, that can analyze a company’s marketing materials like TV spots or social media ads and provide feedback, just like a human focus group would.
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