Online qual tools

Get collaborative feedback with our innovative online qual research tools. Harness your customers' creativity to innovate, design and test anything from new products to marketing materials.



Focus discussions on specific topics quickly and easily. Dip in and out of individual forums whenever you like over longer periods.

  • Follow threads and topics
  • Social functionality
  • Emoticon support

The backbone of a successful research community, the forum is pivotal to content, feedback and blue sky thinking. Categorise discussions by topic and thread to provide a structured environment for in-depth conversations. A well-managed forum is a delicate balance of moderator guided feedback and member driven exploration. ForumMR gives you the functionality you need to create an engaging, successful research space.

Upload image and video stimuli direct to forum threads to illustrate significant points and foster new discussions. Benefit from flexible formatting options that allow for more expressive feedback and an enhanced participant experience. Community features including a comment voting system aids cohesion between participants whilst providing researchers with additional social data.

Consumer group controls designate threads and topics to different participant groups, allowing you to conduct parallel research projects. You can even set a recurring target number of posts to encourage participants to remain actively engaged over any period of time.



Create diary tasks to guarantee participant feedback on key areas. Choose from a range of question types both open and closed, allocate to individuals, groups or segments and schedule in advance.

  • Multiple projects in parallel
  • Scheduling automation
  • Creative task types

In-the-moment research that acts as a window into your participants’ day-to-day lives. Schedule recurring diary tasks to occur on a daily, weekly or monthly basis. Alternatively, program tasks to be completed when participants carry out relevant actions – such as visiting a store, browsing a website or using a specified product.

Vary diary questions to gather useful feedback that can be acted on. Choose from text based, vox-pop, multiple choice and scale questions – all fully mobile optimised to encourage in-situ responses. See and hear your participants’ reactions with tasks which support direct video and image uploads. Add these multimedia responses to research presentations to highlight important issues and drive real change.

Research diaries only grow over time. Use recurring and one-off tasks to build full, digital diaries. Image galleries give participants the chance to review previous tasks and reflect on past thoughts. This longitudinal nature of DiaryMR provides the ideal balance of insightful moments, combined with underlying narrative to emphasise intrinsic, core values.



Invite participants to comment on image elements via digital sticky note and watch as each note turns into a mini group discussion all of its own.

  • Sentiment tagging options
  • Easy-to-use heat maps
  • Automated completion targets

The world’s first dynamic discussion forum within an image, SmartboardMR takes visual qualitative research to the next level. Designed to encourage collaborative, creative feedback, participants click on specific image elements to pin comments and respond to the comment pins of others. Each pin turns into a mini group discussion all of its own. Perfect for testing marketing concepts, communications, new products designs, store layouts and more.

Sentiment tagging allows participants to code each comment as positive, neutral or negative. Alternatively, moderators can manually code comments after the task has been completed. These sentiment tagged comments can be used to easily construct heat maps that identify positively and negatively rated sections of the image.

Completion targets incentivise participants to study the image and leave multiple comments. Integration with research participant profile pages ensures you can monitor responses, communicate with ease and remind non-participants. When your smartboard concludes, export annotated images to JPEG and corresponding comments to Excel, alongside a demographic breakdown of respondent data.



Benefit from the popularity of digital scrapbooking. Invite participants to pin images to, comment on and discuss visual stimuli in either an individual or collaborative space.

  • Dynamic sorting
  • Easy-to-use tagging
  • Individual & group designs

Scrapbooks are a personal, visual and detailed window into the mind. More artistic and expressive than words alone, a digital scrapbook can embody emotions effectively and fluently. Our unique online approach gives you the choice between creating collaborative or individual participant scrapbooks depending on your research requirement.

Group projects are perfect for stimulating discussion and studies and generating subconscious projective feedback. Meanwhile, individual scrapbooks are free-form exploratory dives into the consumer mind.

Both moderators and participants can comment on individual images to discuss the meaning and impact behind choices. Images can be tagged and categorised to easily understand common themes. Alternatively, sort images by upload date or number of comments to view the most popular and newest images first.

Once the project has ended, download all images and associated comments for further analysis and presentation.


Open PollMR

Qualitative insight at the click of a button. Expand your understanding at speed with an open poll - the simplest, fastest and most effective agile feedback mechanism available.

  • Word cloud visualisation
  • Custom character limits
  • One click submissions

Create short, open ended questions designed to gauge opinion in a single click. Open polls take the format of a single question with space for written, qualitative feedback. Set a character limit to encourage quick, focused responses that require creative thinking.

Display open polls on your research portal homepage for the highest response rate, or use the poll as an icebreaker task in a wider community. Instantly display results in word clouds to highlight the most common themes visually and prompt further discussion.

Build a custom insight platform

Start building your own, custom insight platform today in three simple steps. Choose an InsightHub configuration, add your tools and select from our service options.




See FlexMR in action.

Watch our two minute demo to find out what FlexMR can do for you.