Qualitative Research Tools

There are many tools for qualitative market research – software for focus groups, discussion boards, market research online communities, ideation, and for other purposes. Let’s look at the most common tasks of market researchers and relevant tools.

Table of content:

Online focus group software

Let’s start with the most common tasks of every qualitative researcher – focus groups. Here are some main features:

  • text-based live chats
  • video-based live chats
  • whiteboard – to present stimuli (images, videos)
  • creative tools – dragging, drawing, highlighters, …
  • upload respondents’ in-home videos
  • quick polls
  • tools for moderators – tags, star rating, moderator’s guide
  • user management tools

iTracks

iTracks is the pioneer of online qualitative market research methods. Today, it offers a variety of qualitative online tools – iTracks Chat for real-time text FGs, and iTracks Video Chat.

Price: not available on their website, contact the sales representative

FocusVision

The portfolio of FocusVision’s products is quite wide. They offer both qualitative and quantitative tools. If you need to conduct a video focus group, you can try InterVu.

Price: not available on their website, contact the sales representative

Collabito

Collabito.com offers text-based live chats and discussion boards – you can combine both in the same project (in different tabs); The platform doesn’t include the video FGs yet.

Price: free for projects with 5 respondents, $75 for 10 respondents, $145 for 50 respondents, free for non-profits; Free trial: 30 days

Flex MR

Another powerful platform for online qualitative tasks – the Live Chat module offers live sessions, boards, and polls.

Pricing: not available on their website

Skype / Google Hangouts / Zoom

These tools are not dedicated to market research, but you can use them in specific situations. They lack project management features (respondents, moderator’s guide, stimuli, etc.), but might help if you need something free.

There are many other tools with the focus group modules:

Kernwert

Aha!

Bulletin boards, forums, diaries

Asynchronous qualitative research tools – discussion boards, diaries.

FocusVision

FocusVision Revelation is another of FocusVision’s product that offers bulletin boards and diaries.

Price: not available on their website, contact the sales representative

iTracks

iTracks Board is an online tool dedicated to the discussion boards. It also includes usage of rich media (images, videos), polls and other features.

Price: not available on their website, contact the sales representative

Collabito

Collabito provides a simple combination of bulletin boards, diaries, and respondents’ blogs. Many researchers don’t need advanced features and just look for a straightforward and easy-to-use tool like Collabito.

Price: free for projects with 5 respondents, $75 for 10 respondents, $145 for 50 respondents, free for non-profits; Free trial: 30 days

Flex MR

Another powerful platform for online qualitative tasks – Forum and Diary modules, boards, polls etc..

Pricing: not available on their website

2020 QualBoard

An online platform with discussion boards, journals, and other features for qualitative methods.

Pricing: not available on their website

MrQual

Incling

aha!

Focus Group It

Hatchtank

In-depth interviews (IDIs)

You can conduct in-depth interviews in many ways. The in-person contact is ideal, but not always possible. You can call the respondent or use software tools to communicate over the internet.

Most of the above mentioned qualitative platforms can be used for in-depth interviews too because you need the same functionality. But the easiest way is to use Skype, Whatsapp, Hangouts or other video messengers – most people know them well and they are free. With Skype, you can make video calls, share the desktop, use the text chat.

Market research online communities (MROC)

There are many definitions of market research online communities. Even a discussion board can be a community in some cases. We usually know MROCs as a combination of qualitative and quantitative methods (forums, polls, surveys, user interactions and comments).

Vision Critical

Dub

You can find more qualitative tools in our market research software directory: