Madison’s 4490 Ventures led a $7.7 million Series A financing round for QualSights, the company announced recently.

The Chicago-based QualSights is a technology platform that captures offline consumer behavior data while removing the limitations that keep brands from generating richer insights.

According to a release, the funds will be used to support the company’s strategic growth and hiring.

“It has been a pleasure to witness QualSights’ unprecedented approach and growth in the field of consumer insights,” 4490 Ventures Managing Partner Dan Malven said in a statement. “QualSights’ team has created a suite of technologies that address a major gap in consumer behavior understanding. These advances will allow brands to get access to data they’ve never had before and truly understand how everyday people use products post-purchase.”

Malven will join the company’s board of directors.