QualTopics™ Qualitative Technology

QUALTOPICS™ is a proprietary online qualitative technology. Typically, the product development process runs from general to specific and qualitative to quantitative. The QUALTOPICS™ software enables us to engage the respondent with a skilled moderator or IDI interviewer. QUALTOPICS™ can be used as a stand-alone qualitative tool or from within the quantitative phase to go deeper and achieve more clarity and understanding to answers given.

QUALTOPICS™ can be a window, a skylight, providing real-time understanding and insight.

Our Approaches

Explore
A pure qualitative objective. Our skilled moderators will engage participants to understand “why” they feel the way they do. Explore can be used as a stand-alone method or introduced within the quantitative phase of research. It can be used as a one-on-one or with a group.

Crystal
Define and specify. An in-depth probing of specific responses to quantitative questions. Have you ever been left wondering what the consumer was actually thinking when they responded to your closed-end/quantitative question, when they rated your product, when they indicated with their rating that the product didn’t meet their expectations, or when they felt the product didn’t match the concept? With Crystal, we will provide the answers and more.

NuQual
A hybrid approach used in the quantitative phase of research. NuQual can utilize one or both of the Explore and Crystal techniques.