Enterprises really dig customer research. At least, they dig it enough to pour money into the effort.

Cloud-based customer intelligence platform Vision Critical just raised an additional $16 million in a round led by Georgian Partners, who now has an equity position in the company.

According to Scott Miller, Vision Critical’s group CEO, the Georgian Partners deal makes sense for both companies’ overall strategies. “[Georgian Partners]’s deep domain expertise and experience will be invaluable as we continue to extend Vision Critical’s market leadership for our cloud-based customer intelligence platform,” he said in a statement.

Vision Critical is based in Vancouver and has more than 700 employees. It also works with 650 enterprises from all over the world to help them gain insights into their customer base using surveys so they can make informed decisions about their products and services. A few companies that use Vision Critical include Time, Inc., John Deere, and Banana Republic.

Besides Georgian Partners, other investors also participated in the round, including Northleaf Venture Catalyst Fund and Kensington Global Private Equity Fund.

Earlier this year, Vision Critical raised $3.5 million from Difference Capital. Then back in August 2012, the company received $20 million in funding from OMERS Ventures. And way back in October 2006, it raised $3 million from Wellington Financial.

Vision Critical was founded in 2000 by Andrew Reid. The company’s CEO, Scott Miller, is also the cofounder of Coefficient, an automated customer-research company.