Liverpool-based LivingLens, a video feedback platform, has been purchased by Medallia, a experience management company, for approximately $26 million in cash. The acquisition is expected to close this month, subject to standard closing conditions. The UK company’s platform captures videos from customers and employees, then analyses them to extract insight about the individuals’ feelings, wants, and needs. A business can use such insights to make internal decisions or tailor the customer experience — which is precisely why Medallia wants to own LivingLens’ product. “With 3.5 billion global smartphone users and 54 percent of all mobile brand experiences being video and image-based, it is vital to capture this exciting feedback signal. Today nearly 70 percent of our solicited feedback is sent via mobile,” said Leslie Stretch, president and CEO of Medallia. The LivingLens product is already global and operates in 44 languages. The company was founded in 2014 in Liverpool and has offices in London, New York and Toronto. The last fundraise was a Series B round in 2017, led by AngelCoFund.