Big Sofa, a technology company of just over thirty people, is preparing to float on Aim, the debut investment market, and may begin trading next week. The founders apparently started the business seven years ago travelling the UK, interviewing consumers to get some insight into customer behaviour. They quizzed people on a large inflatable sofa, and videoed the results, believing the insights they got were better than those from more conventional research. But it was all a bit laborious transcribing the content, so today Big Sofa uses clever software that mines all the info. Simon Lidington, CEO of Big Sofa, joined Share Radio to discuss.