The top 10 digital tools for qualitative research

Topic: Technology   |   13 July 2023

The top 10 digital tools for qualitative research

Qualitative market research is a powerful approach that enables businesses to delve deep into the minds and behaviors of their target audience. By understanding consumer perspectives, motivations, and preferences, companies can develop effective strategies, refine products, and build stronger connections with their customers. Historically qualitative research was carried out in person, either in the form of focus groups or through in person observatory techniques like ethnography. In recent years there has been an explosion of digital tools designed to support the qualitative researcher, making their job more efficient, effective and productive. 

In this blog post, we will explore the top 10 tools for qualitative market research that can help businesses gain valuable insights and make informed decisions.

1. Forsta

Forsta, formerly known as Focus Vision, is a comprehensive qualitative research platform that offers features such as live video interviews, online focus groups, and remote usability testing. It allows researchers to engage with participants from anywhere in the world, providing a convenient and efficient way to gather insights. FocusVision also offers robust analysis and reporting capabilities, making it an indispensable tool for conducting qualitative market research.

Learn more about Forsta at


2. Lookback

Lookback is a powerful usability testing tool that is widely used in market research. With Lookback, researchers can conduct remote user testing sessions, allowing participants to provide feedback on products or prototypes from their own devices. The tool offers features such as screen recording, live streaming, and note-taking, enabling researchers to capture and analyze user interactions and behaviors. Lookback simplifies the process of gathering valuable insights, making it a valuable asset for qualitative market research endeavors.

Learn more about Lookback at


3. Dovetail

Dovetail is an innovative market research tool that simplifies the process of organizing and analyzing qualitative data. With Dovetail, researchers can import and centralize data from various sources, including interviews, surveys, and user testing sessions. The tool offers features such as coding, tagging, and data visualization, allowing researchers to uncover patterns and insights efficiently. Dovetail also enables collaboration among team members, streamlining the research process and facilitating knowledge sharing. Overall, Dovetail empowers researchers to gain deeper insights and make data-driven decisions in their market research endeavors.

Learn more about Dovetail at


4. Nvivo

Nvivo is a software tool designed for qualitative data analysis. It helps researchers organize, analyze, and derive insights from large volumes of textual, audio, and visual data. With features like coding, thematic analysis, and data visualization, Nvivo streamlines the process of qualitative data analysis, enabling researchers to uncover patterns, themes, and trends in their research.

Learn more about Nvivo at


5. Rev

Rev is a transcription service that plays a crucial role in market research by providing accurate and efficient transcription solutions. With Rev, researchers can easily convert audio and video recordings into written transcripts, saving time and effort. The service offers a quick turnaround time, ensuring that researchers receive their transcriptions promptly. The high-quality transcriptions provided by Rev enable researchers to analyze and extract valuable insights from their qualitative data more effectively, enhancing the accuracy and depth of their market research findings.

Learn more about Rev at


6. Indeemo

Indeemo is a versatile tool designed specifically for mobile ethnography and market research. It allows researchers to capture in-the-moment insights from participants using their smartphones. With Indeemo, researchers can assign tasks, prompt participants to record videos, upload photos, and share their thoughts in real-time. The tool offers secure and private data collection, making it ideal for sensitive research projects. Indeemo's user-friendly interface and robust features provide researchers with a powerful platform to gather authentic and contextual insights for their market research endeavors. is another popular software tool for qualitative data analysis. It provides a range of features such as coding, memo writing, and multimedia analysis. ATLAS.ti allows researchers to organize and analyze diverse data sources, making it easier to identify patterns and relationships in qualitative research.

Learn more about Indeemo at


7. Voxpopme

Voxpopme is a video feedback platform that allows researchers to capture consumer insights through video recordings. Participants can record their thoughts, opinions, and experiences using their smartphones or webcams. The platform offers transcription and analysis features, making it easy to extract meaningful insights from video feedback. Voxpopme enables businesses to humanize their research and gain a deeper understanding of consumer emotions and reactions.

Learn more about Voxpopme at


8. MaxQDA

MaxQDA is a powerful qualitative research software that supports a wide range of data types, including text, audio, video, and images. With its advanced coding and analysis features, MaxQDA helps researchers organize and analyze data, uncover themes and patterns, and generate visualizations for effective reporting. It is a versatile tool for conducting in-depth qualitative research across various industries.

Learn more about MaxQDA at


9. Dedoose

Dedoose is a cloud-based qualitative analysis software that allows researchers to collaborate on projects and analyze data in real-time. With its intuitive interface and powerful analytical tools, Dedoose enables researchers to code and analyze textual, audio, and video data. It also offers features for team collaboration, making it an ideal tool for large-scale qualitative research projects.

Learn more about Dedoose at


10. Visions Live

Visions Live is a market research tool that facilitates real-time online focus groups and qualitative research discussions. With Visions Live, researchers can conduct interactive group sessions with participants from anywhere in the world. The tool offers features such as live video streaming, chat functionality, and screen sharing, creating an immersive and collaborative research environment. Visions Live enables researchers to gather valuable insights, observe non-verbal cues, and capture real-time feedback, making it an effective tool for conducting in-depth qualitative market research.

Learn more about Visions Live at


All of these are great tools for the qualitative market researcher to have at their disposal, but the tools are only as good as the person that knows how to use them effectively. Years of experience have shown us how to get the maximum out of research participants, and the data created by using some of these tools. Learn more about the use of qualitative research and read case studies where we have employed the use of digital qualitative tools over at

Case Studies

Small dogs in big cities - building cultural understanding
Small dogs in big cities - building cultural understanding

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Rapid ad concept development for a pet care company
Rapid ad concept development for a pet care company

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