Amalfi Capital and Pacific Tiger Group have joined Accel as the initial investors in the London-based company. The amount raised in this first fundraising round for Qriously has not been disclosed.

Founded last year, Qriously’s technology enables advertising agencies, marketers, research companies and small businesses to ask mobile users location-specific questions in real time. It works by replacing advertisements with questions on smartphone and tablet apps, which users then answer.

Christopher Kahler, CEO and co-founder, says the technology is now being tested with research companies. He adds, ‘Qriously enables us to determine what millions of people think about something right now, at any given location. Our initial testing shows very promising engagement rates versus traditional mobile ads. With this launch, we hope to define the real-time, location-based sentiment space.’

Accel investment manager Adam Valkin adds, ‘Qriously has created a platform for determining what people in Piccadilly Circus or Times Square are thinking on any topic at this moment. And it can do this at a fraction of the cost of the alternatives.’