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Qualie teams with MMR Express in UK market launch

MEDIA RELEASE: 12 December 2019: has launched its video driven survey platform in the UK market, teaming up with global consumer research agency MMR Research Worldwide to power up their Express toolkit of agile research offerings.

Qualie’s unique survey platform uses qualitative and quantitative approaches to deliver algorithmically-ranked video insight, showcasing the consensus opinion of the market to any question, more powerfully, quickly and cheaply than traditional techniques.

Whilst other platforms can deliver “vox pop” videos, Qualie’s platform captures deep insights on video from qualitative participants and serves these for rating and review by quantitative participants in the same survey. These scores, generated at scale, are used by Qualie’s proprietary algorithms to determine the consensus opinion of the market objectively.

MMR Express recently launched two brand new tools to help clients in the early stages of concept and claim development. Utilising the Qualie platform allows Express to deliver the depth of qual with the rigour of quant – offering clients rich consumer insight and clear guidance for optimisation next steps.

Qualie was developed because qualitative research, though rich with insight, is based on small samples and is by its nature subjective. And while quantitative research had the rigour of numbers, it told you little about what was really going on in people’s heads and hearts. Qualie brings the two together – the numbers and the why behind them – in one survey platform.

“It’s truly a hybrid qual-quant system, but we think of it as a survey platform with a qualitative soul,” co-founder Ainslie Williams explained. “That’s the background of the founders. We want to bring qualitative insight to all quantitative surveys clients do.”

After $1.75 million in seed money and hundreds of projects for clients during the development phase in Australia, including Citibank, Coca Cola, Google and the Australian government, the platform is now open for use by clients, research agencies and advertising agencies in the UK and Europe as a software-as-a-service (SaaS) offering.

Website: Qualie

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