Ribbon, a startup building an in-product research platform to help user research and product teams understand their customers' behavior and experiences, has raised £2.63m in seed stage funding. The round is led by Octopus Ventures with participation from earlier backers MMC Ventures and Concept Ventures. Angel investors also joining the seed include Matt Robinson (founder of GoCardless and Nested), Keith Grose (Head of UK at Plaid) Ross Sheil (SVP Global Revenue at Infogrid) and Felix Leuschner (Group Business Development Director at Cazoo).