Seattle startup Discuss.io created a video-conferencing system for businesses to talk to potential customers.

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On-demand services aren’t just for ordering food or requesting a car to take you to the airport.

Seattle startup Discuss.io wants to bring the growing trend of services at your fingertips to product focus groups for businesses.

The company, which has seven full-time employees in Seattle’s Fremont neighborhood, raised $1.4 million in a funding round led by Unilever Ventures to create technology that enables webcam meetings between companies and prospective customers.

Discuss.io works with companies that want to get customer feedback on products before the items are designed and released. Getting such feedback can traditionally take companies months as they find appropriate consumers, bring them together in one place and analyze the data.

Discuss.io has created a database that can sort through lists of consumers, find people to test products and schedule them for a video conference with the business. The whole process takes about 5 minutes, founder Zach Simmons said, and the idea is to get marketing results to businesses in days rather than months.

“The focus group is an outdated relic of the Mad Men era,” Simmons said.

Discuss.io built a custom video-conferencing service. Unilever, which owns brands such as shampoo company Tresemmé, is one of its customers.