introducing our AI Qualitative Research SOlution

Qualitative Research in Minutes Not Days- Supercharged Through AI, controlled by you

Our trained AI Qualitative Research Assistant automatically creates an interview flow from your short brief, identifies screener participants, conducts individual in-depth interviews with multi-media capability, and provides you with an executive summary, actionable report, and the ability to ask further questions from responses, all within just 24 hours.

AI Qualitative Research - How It Works Step 1

1. Use AI to Create Your Project

• An outline objective creates a structured interview guide.
• Assistance in the selection of appropriate respondents.
• Test your interview flow before launching your project.
AI Qualitative Research - How It Works Step 2

2. AI Runs Interviews with Real People

• AI Assistant runs the chat at a convenient time.
• Push files for feedback and receive photos, video and chat in return.
• AI knows when to prompt for better and more insightful answers.
AI Qualitative Research - How It Works Step 3

3. AI Uncovers Insights and Sentiment

• Real-time interviews are summarised and themes are identified.
• Ask further questions to AI from collated insights.
• Create and download an insights report.
AI market research assistant AI for Qualitative Research

Achieve Market-Leading Qualitative Research with AI-Powered Consumer Interviews

Quals AI integrates AI into your qualitative research processes to produce market leading studies. Improve your research methods and enhance your efficiency, objectivity, and overall depth of insights. These benefits collectively contribute to a more robust and impactful qualitative research experience for organisations across various industries.

Quals AI Qualitative Research Assistant turns weeks of research into just minutes:

1. Define Research Questions
2. Target Screeners
3. Comprehensive Interview Guides
4. Collect Multi-Media Feedback
5. Uncover Interview Insights
6. Dive Deeper into Opinion

AI ASSISTANT

Quals AI is a Revolution in Qualitative Research

Quals AI serves as an advanced AI-driven research suite, empowering brands to seamlessly engage in online interviews with consumers. The tool can not only automate interviews and conversational methods and moderation, but also conducts in-depth analysis of the gathered data, delivering comprehensive insights derived from the study discussions.

Deploy and run in-depth market research interviews within 24 hours by using our unique solution, Quals AI incorporates AI into your qualitative research to improve efficiency, objectivity, and depth of consumer insights.
AI Qualitative Research Assistant Methods
QualS AI

The Benefits of Using AI in Market Research

Time Efficiency

Quals AI enables the set-up and deployment of a qualitative research study in minutes, Using artificial intelligence, Quals AI handles data collection, analysis, and interpretation, leading to a substantial reduction in the time required for research. Automated methods empower researchers to concentrate on extracting meaningful insights from the data, freeing them from manual tasks.

Scale and Reach

AI allows for the scalability of qualitative research, enabling additional analysis of datasets by asking more precise questions. This ability to use AI for asking additional questions from existing results provides a more comprehensive understanding of the target audience or subject.

Cost Savings

By automating tasks such as interviewing, transcription and initial data analysis, AI helps minimise the need for extensive human labour, resulting in cost savings for qualitative research projects. With the additional benefit and ability to revisit respondents answers, you can ask more specific questions instead of starting a new qualitative research study.

Consistency & Objectivity

AI ensures a consistent approach to data analysis, reducing the risk of human biases. Quals AI drives automated processes to follow predefined rules, within defined parameters and stays relevant and on topic, which enhances the objectivity and accuracy of the research findings.

Real-time Feedback

AI facilitates the generation of real-time insights, enabling researchers to adapt their approach or delve deeper into specific areas of interest promptly, even adapting and developing the research study during the action phase. AI delivers the responsiveness to enhance the agility of qualitative research studies.

Participant Engagement

Quals AI enhances the user experience by incorporating interactive elements such as chatbots to interviews. This allows respondents to complete their study collection at a convenient time suitable to them, when they can focus on their responses. Quals AI and our technology-driven engagement leads to more candid and detailed responses from participants.

Quals AI is not just a tool; it’s a new way of thinking about qualitative research

We’ve created a platform that respects the time and resources of both participants and researchers while delivering in-depth and genuine insights. Our aim is to make qualitative research more accessible, efficient and environmentally responsible.
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Frequently Asked Questions

What is the difference between quantitative and qualitative research?

Quantitative research involves the collection and analysis of numerical data to identify patterns, relationships, and statistical trends. It employs structured methods such as surveys or experiments with large sample sizes, aiming for statistical generalizability. The results are often expressed in numerical terms, allowing for objective and measurable conclusions. In contrast, qualitative research focuses on understanding the underlying meanings, motivations, and contexts of phenomena. It employs unstructured methods like interviews or observations with smaller, purposefully selected samples. The analysis is interpretive, emphasizing rich descriptions and thematic patterns rather than numerical data. Qualitative research provides in-depth insights into the complexity of human experiences and behaviors, but its findings may be context-specific and less easily generalized. Researchers often choose between these approaches based on their research goals and the nature of the questions they seek to answer.

What are examples of qualitative research?

Qualitative research encompasses various methods designed to explore and understand complex phenomena. One example is ethnography, where researchers immerse themselves in a particular culture or community to observe and document social interactions, behaviors, and rituals. Another method is in-depth interviews, where open-ended questions allow participants to express their perspectives and experiences in detail. Focus groups gather a small, diverse set of individuals to discuss a specific topic, providing insights into shared beliefs and attitudes. Content analysis involves systematically examining texts, such as documents or media, to identify recurring themes and patterns. Qualitative research is valuable for delving into the intricacies of human behavior, attitudes, and social contexts, providing nuanced insights that quantitative methods may not capture.

What is qualitative methodology in market research?

Qualitative methodology in research is an approach that focuses on understanding and interpreting the complexities of human behavior, experiences, and social phenomena. It employs non-numerical data collection methods such as interviews, observations, and content analysis to gather rich, detailed information. The emphasis is on exploring the depth and context of a subject, often allowing for flexible and open-ended inquiry. Researchers using qualitative methodology aim to uncover patterns, themes, and meanings within the data, relying on inductive reasoning to develop theories and hypotheses. This approach is particularly useful when studying subjective aspects of human life, cultural phenomena, or when seeking a deeper understanding of social interactions. The findings from qualitative research contribute to a nuanced comprehension of the studied phenomenon, providing insights that quantitative methods may not capture as effectively.

Why is qualitative research better?

Qualitative research is considered valuable for its ability to provide in-depth, contextualized insights into the complexities of human behavior and experiences. Unlike quantitative research, which focuses on numerical data and statistical patterns, qualitative methods such as interviews, observations, and content analysis allow researchers to explore the richness of meaning and understand the nuances of social phenomena. Qualitative research is particularly well-suited for exploring new or emerging topics, generating hypotheses, and capturing the subjective perspectives of individuals. It offers a holistic view of the studied phenomenon, often uncovering unexpected insights that quantitative approaches may overlook. Additionally, qualitative research is flexible, adaptive, and can be tailored to the unique characteristics of the research context, making it a powerful tool for researchers seeking a deeper understanding of the intricacies of human life.

What are the benefits of qualitative research?

Qualitative research offers numerous strengths, such as its ability to provide rich, in-depth insights into complex phenomena, offering a deeper understanding of social contexts and human experiences. It allows for flexibility in data collection, permitting researchers to adapt their methods based on emerging insights. Moreover, qualitative research is well-suited for exploring new topics, generating hypotheses, and providing a holistic view of a subject. However, human-run studies can have drawbacks that our AI-powered surveys can solve. These human biases include potential biased subjectivity in interpretation, limited generalisability of findings due to smaller sample sizes, and the time-consuming nature of data analysis. Conventional, non- AI driven qualitative research also relies heavily on the skills and expertise of the researcher, introducing a degree of variability in the interpretation of results. Despite these human-centric challenges, the strengths of qualitative research make it a valuable methodology for researchers aiming to explore and comprehend the intricacies of human behaviour and social phenomena.

Who would use qualitative research?

Qualitative research is employed by a diverse range of professionals and researchers across various fields. Social scientists, anthropologists, psychologists, and educators often use qualitative methods to explore the nuances of human behaviour, cultural practices, and learning processes. Market researchers utilise qualitative research to understand consumer perceptions, preferences, and attitudes through methods like focus groups and in-depth interviews. Healthcare professionals may employ qualitative research to investigate patient experiences and perceptions of medical care. Policy analysts may use qualitative methods to gain insights into societal issues and inform the development of effective policies. Essentially, anyone seeking a deep, context-rich understanding of a phenomenon, beyond numerical data, can benefit from the insights offered by qualitative research methodologies.

What is the most common type of qualitative marketing research?

One of the most common types of qualitative marketing research is focus group interviews. In focus groups, a small, diverse group of participants is brought together to discuss and provide feedback on a product, service, or marketing campaign. This method allows researchers to explore consumer perceptions, attitudes, and preferences in a dynamic and interactive setting. Through open-ended discussions facilitated by a moderator, participants can share their opinions, generate ideas, and respond to each other's perspectives. Focus group interviews offer marketers valuable qualitative insights into the emotional and social dimensions of consumer behavior, helping to refine marketing strategies, identify product improvements, and enhance overall brand perception.

What are most qualitative researchers interested in?

Qualitative researchers are typically interested in exploring the depth, context, and nuances of human experiences, behaviors, and social phenomena. They seek to understand the subjective meanings people attribute to their lives, interactions, and environments. Topics of interest can range from cultural practices and individual perspectives to organizational dynamics and societal trends. Qualitative researchers often employ methods like in-depth interviews, participant observations, and content analysis to gather rich and detailed data that goes beyond numerical measurements. Their goal is to uncover patterns, themes, and underlying meanings within the data, contributing to a holistic understanding of the studied phenomenon. The insights generated from qualitative research are valuable for informing theories, shaping policies, and providing a deeper comprehension of complex human aspects that quantitative methods may not fully capture.
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Our mission is to support researchers by supplementing their qualitative research with AI to be faster, more accurate and more efficient

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