Best 15 Online Qualitative Research Tools & Platforms

Qualitative research was once a complex field for specialists – but now it has become more accessible. While this methodology still focuses on understanding people’s experiences, the qualitative research tools are now simpler. This means more researchers, marketers, designers, and business leaders, can now explore the “why” behind user behavior and feedback.

This list highlights the top 15 online qualitative research tools and platforms. These tools can help with various tasks like live interviews, screen recordings, usability tests, focus groups, and other types of studies. 

List of Top 15 online qualitative research tools

1. UXtweak
2. Forsta
3. itracks
4. Discuss
5. EthOs
6. Aha!
7. UserTesting
8. Recollective
9. Voxpopme
10. Dscout
11. Indeemo
12. Suzy
13. Knit
14. CMNTY
15. InsightHub

For each online qualitative research tool, we compared:

• Features
• Pros and cons
• User reviews
• Pricing

1. UXtweak

UXtweak is an all-in-one UX research platform full of tools for qualitative research. With UXtweak you can conduct user interviews, moderated and unmoderated usability tests, make session replays to better understand user behavior, and analyze heatmaps.

Apart from having all the tools you need in one place, UXtweak also helps you recruit targeted participants for these tests through their User Panel. The tool has advanced analytics that are easy to understand, multiple data export options, and great UI that ensures hassle-free setup.

Features

• Live Interviews
• Session Recording & Heatmaps
• Mobile Testing
• Surveys
• First Click Test
• Website Testing
• Card Sorting & Tree Testing
• Preference test
• Prototype testing
• Five Second Test

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Pros

• All the tools you need for qualitative research in one place
• Access a vast User Panel with panelists from over 130 countries 
• You can use UXtweak’s Onsite Recruiting Widget to find study participants straight from your website or app
• It’s straightforward to set up and use
• Advanced analytics
• You can create your own database of trusted testers within UXtweak for future projects
• UXtweak provides top-notch customer support
• Free plan available

Cons

• UXtweak only supports 14 languages 

Reviews

The ratings for this tool have been collected from Capterra:

Overall – 4.8/5

Ease of Use – 4.7/5

Quality of Support – 5/5

Pricing & Plans

UXtweak comes with a forever-free plan, and the premium plans start at only $59/month.

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2. Forsta

Forsta is an online qualitative research tool that goes beyond simple surveys. With this, you can understand both customer experiences and employee sentiment. 

For those interested in qualitative research, Forsta offers a special tool called Digital Diaries. You can conduct video interviews online or have a focus group where everyone can participate virtually. It makes it easier to flexibly gather real-time insights.

Features

• Online Video Interviews
• Real-Time Reporting
• Focus Groups
• Support Audio/Images/Video
• Randomization
• Feedback Management
• Mobile Survey
• Pulse Surveys
• Site Intercept Survey

Pros

• The dashboards are easy to build
• The project managers and onboarding team are helpful

Cons

• The servers are often busy, which leads to an unpleasant user experience
• Requires some coding knowledge to implement

Reviews

The ratings for this tool have been collected from Capterra:

Overall – 4.2/5

Ease of Use – 3.9/5

Quality of Support – 4.0/5

Pricing & Plans

Forsta doesn’t publicly show their plans, but you can request a quote.

3. itracks

itracks is another strong option for researchers seeking an online qualitative research tool. It caters to a variety of methods, including online interviews, video focus groups, and even text-based discussions.

A highlight feature is the virtual backroom, which allows clients and stakeholders to observe research sessions without influencing participants.

itracks also gives options for phone, video, and text-based focus groups. Participants can share their thoughts on images and videos directly within the platform.

Features

• Online Interviews
• Computer Assisted Coding
• Focus Groups
• Feedback Management
• Email Reminders
• Customer Segmentation
• Multimedia Support
• SSL Security
• Third-Party Integrations

Pros

• You can easily send invites and reminders to encourage participants.
• It’s very easy to use.

Cons

• Some of the features are confusing to use.
• The reporting feature is a bit lacking.

Reviews

The ratings for this tool have been collected from Capterra:

Overall – 4.4/5

Ease of Use – 4.3/5

Quality of Support – 4.7/5

Pricing & Plans

Pricing available upon request.

4. Discuss.io

Discuss.io’s primary advantage is its emphasis on instant feedback. This online qualitative research tool is designed specifically for qualitative research needs, targeting agencies, in-house research teams, and even pharmaceutical companies.

Researchers can collect customer insights through video conferencing, analyze them as they happen, and even engage with participants directly. Discuss.io offers cutting-edge technologies like generative AI and live consumer feedback features, going beyond conventional approaches.

Features

• Online Interviews
• Interview Management
• Panel Interviews
• Reminders
• Pre-recorded Messages
• Two-Way Audio & Video
• Panel Management
• Session Recording
• Customizable Branding

Pros

• There are different rooms for moderators, observers, respondents, and project managers.
• The support team is excellent.

Cons

• You might face difficulty downloading large video files.
• It’s difficult to keep discussions going as most users experience lag.

Reviews

The ratings for this tool have been collected from Capterra:

Overall – 4.7/5

Ease of Use – 4.8/5

Quality of Support – 4.5/5

Pricing & Plans

Discuss.io doesn’t publicly show their plans, but you can request a quote.

5. EthOs

EthOs goes beyond your average tools by allowing researchers to gather insights from various touchpoints. This includes online interviews, in-store visits, and even within participants’ homes.

Their mobile app encourages participants to share their experiences in real-time using pictures, videos, and text. This approach builds a more natural communication style, leading to more authentic data for researchers.

Features

• Video Recording
• Surveys & Feedback
• Quantitative Metrics
• Reporting
• Analytics
• Usability Testing
• Transcriptions

Pros

• They do not limit the length of videos

Cons

• It lacks templates and customizability options.
• The report creation process is complicated.
• Integration options are missing.

Reviews

The ratings for this tool have been collected from Capterra:

Overall – 4.8/5

Ease of Use – 4.6/5

Quality of Support – 4.8/5

Pricing & Plans

EthOs doesn’t publicly show their plans, but you can request a quote.

6. Aha!

Aha! is a versatile online qualitative research platform catering to qualitative and quantitative research needs. This mobile-friendly app lets you design and launch custom research studies.

It offers a variety of tools, including offline and online options, to ensure flexibility in research design. Additionally, Aha! offers online recruiting services specifically for market research studies, easily letting you find the right participants for your project.

Features

• Online Interviews
• Surveys
• Customer Journey Mapping
• Real-Time Data
• Activity Dashboard
• Customizable Branding
• Project Management
• Role-Based Permissions
• Mobile Access
• Kanban Board

Pros

• It has Jira integration
• Customer Support team is great

Cons

• The learning curve is steep, and it requires time to master the tool fully
• Doesn’t have reminder emails
• Its lack of integration into the Google Suite

Reviews

The ratings for this tool have been collected from Capterra:

Overall – 4.7/5

Ease of Use – 4.4/5

Quality of Support – 4.8/5

Pricing & Plans

Its paid plans start at $59user/month. It also has a free trial.

7. UserTesting

UserTesting focuses on using videos to assess user experience (UX). It caters to UX design, digital product development, marketing, and UX research teams.

This online qualitative research tool lets you see how real users interact with your product or website. UserTesting lets you recruit participants, conduct tests, analyze the data, and create clear data visualizations – all supported by AI.

Features

• Video Interview
• Feedback Management
• Screen Activity Recording
• Unmoderated Testing
• Surveys & Feedback
• A/B Testing
• Third-Party Integrations
• Real-Time Analytics
• Email Reminders

Pros

• Incredibly quick turnaround time on launching studies and getting results back.
• Easy to recruit and build studies.

Cons

• Quite a few participants take part in studies out of monetary incentives and aren’t a good fit.
• Users occasionally face technical issues periodically.

Reviews

The ratings for this tool have been collected from Capterra:

Overall – 4.5/5

Ease of Use – 4.4/5

Quality of Support – 4.3/5

Pricing & Plans

UserTesting doesn’t publicly show their plans, but you can request a quote.

8. Recollective

Recollective offers a variety of tools to support researchers of all experience levels. This online qualitative research platform allows for asynchronous and live research sessions. With this app, you can conduct in-depth concept testing, gather consumer feedback, or delve into user behavior.

One of Recollective’s strengths is its focus on data analysis. It utilizes AI to streamline data reporting and analysis, saving researchers valuable time and effort.

Features

• Video Interview
• Feedback Management
• Customizable Branding
• Data Visualization
• Panel Management
• Survey Builder
• Activity Dashboard

Pros

• It’s very user-friendly for the moderator as well as the participants.
• The setup process is very intuitive.

Cons

• The reporting and transcription process is complex.
• It takes more time to deploy compared to other products in the market.

Reviews

The ratings for this tool have been collected from Capterra:

Overall – 4.7/5

Ease of Use – 4.7/5

Quality of Support – 4.8/5

Pricing & Plans

Recollective doesn’t publicly show their plans, but you can request a quote.

9. Voxpopme

Voxpopme also uses the power of AI to simplify qualitative research. It caters to various research methods, including video surveys with customers, live interviews for immediate insights, in-depth interviews (IDIs), and focus groups. 

Voxpopme goes a step further by utilizing AI tools like ChatGPT to simplify the analysis process. And sharing research findings is effortless as it automatically generates reports and landing pages. 

Features

• Live Interviews
• Focus Groups
• Survey Builder
• Real-Time Data
• Panel Management
• Third-Party Integrations
• Support Audio/Images/Video
• Mobile Survey
• Multi-Channel Distribution

Pros

• It’s easy to use once you have the hang of it.
• It has an intuitive user interface.

Cons

• Embedding widgets into a survey is hard.
• Voxpopme lacks the interactivity of some other research platforms.

Reviews

The ratings for this tool have been collected from Capterra:

Overall – 4.6/5

Ease of Use – 4.7/5

Quality of Support – 4.9/5

Pricing & Plans

Its solo plan starts at $166/month. It also has a free trial.

10. Dscout

Dscout is a mobile research app designed to simplify the qualitative research process. It gives you access to a network of potential research participants. You can hold live interviews directly through the app, with features like automated transcription for easy note-taking.

You even have a central dashboard that keeps everything organized, streamlining research workflows.

Features

• Video Interview
• Survey
• Photo Submission
• Text/Notes
• SiteRecruitment Pool
• Analytics
• Dashboard

Pros

• They have a high-quality user panel.
• You get access to a research advisor.

Cons

• The mobile app is not available for researchers.
• The annual subscription price is a bit steep.

Reviews

The ratings for this tool have been collected from G2:

Overall – 4.3/5

Ease of Use – 4.3/5

Quality of Support – 4.3/5

Pricing & Plans

Dscout doesn’t publicly show their plans, but you can request a quote.

11. Indeemo

Indeemo focuses on a specific type of qualitative research: remote video research. This online qualitative research platform allows you to conduct various things like diary studies, mobile ethnography, customer journey mapping, and usability testing.

Features

• Video Interviews
• Data Visualization
• Activity Dashboard
• Reporting
• Survey Builder
• Multimedia Support
• Analytics
• Usability Testing
• Prototype Creation
• Multi-Channel Distribution

Pros

• The platform offers mobile apps for participants, supporting over 25 languages.
• Indeemo integrates with popular tools like Microsoft Teams and Zoom.

Cons

• You have to download videos and transcripts separately.
• There are instances of respondents saying their videos or images wouldn’t upload.

Reviews

The ratings for this tool have been collected from Capterra:

Overall – 4.8/5

Ease of Use – 4.6/5

Quality of Support – 5.0/5

Pricing & Plans

Indeemo doesn’t publicly show their plans, but you can request a quote.

12. Suzy

Suzy is a customer insights platform powered by AI tools. It allows researchers to gather both quantitative and qualitative data from customers, helping them understand the “why” behind behavior and trends.

It connects researchers with a network of real consumers to participate in their studies.

Features

• Video Interviews
• Multimedia Support
• AI
• Survey
• Multilingual Surveys
• Participant Selection
• Recruitment Pool
• Skip Logic
• Reporting & Analytics

Pros

• It is fast and easy to use.
• The customer is great.

Cons

• It’s too costly for smaller companies.
• The audience is not broad and is geographically limited.

Reviews

The ratings for this tool have been collected from G2:

Overall – 4.7/5

Ease of Use – 4.7/5

Quality of Support – 4.7/5

Pricing & Plans

Suzy doesn’t publicly show their plans, but you can request a quote.

13. Knit

Knit approaches target audience analysis from a data-driven perspective. It combines the power of AI with traditional quantitative research methods (like surveys) and qualitative research tools. 

With Knit, you can easily sort and gather valuable customer feedback through video interviews.

Features

• Video Interviews
• Survey Builder
• Survey Management
• Reporting
• Scheduling
• Analytics

Pros

• The Technical team is very sound and responsive.
• It’s really easy to set up.

Cons

• The UI for onboarding new integrations is complex.
• The dashboards can be improved.

Reviews

The ratings for this tool have been collected from Capterra:

Overall – 4.8/5

Ease of Use – 4.8/5

Quality of Support – 4.8/5

Pricing & Plans

The starter plans begin at $199/month. It comes with a free trial.

14. CMNTY

CMNTY, from MarketResponse, merges the power of AI with traditional research methods. As a result, researchers are able to better comprehend communication tactics, brand positioning, and human insights.

Features

• Video Interviews
• Gamification
• Survey Builder
• Social Media Integration
• Statistical Analysis
• Multi-Channel Distribution
• Customizable Branding

Pros

• It’s simple to customize.
• The gamification elements increase participation.

Cons

• The pricing is a bit steep for small businesses
• The UI is clunky.

Reviews

The ratings for this tool have been collected from Capterra:

Overall – 4.6/5

Ease of Use – 4.4/5

Quality of Support – 4.8/5

Pricing & Plans

CMNTY doesn’t publicly show their plans, but you can request a quote.

15. InsightHub (previously FlexMR)

In addition to its cutting-edge TaskMR function, InsightHub offers a range of qualitative research tools. TaskMR makes it easy to design research tasks, including diary studies and report cards, allowing you to automate repetitive steps and focus on the bigger picture.

Features

• Video Interviews
• Surveys & Feedback
• Real-Time Data
• Database
• Email Reminders
• Statistical Analysis
• Survey/Poll Management

Pros

• The ability to create a database of our users is great to have.
• The customer support is responsive.

Cons

• The UI could have been better.
• Doesn’t have the same range of question types or customization as a specialist survey software does.

Reviews

The ratings for this tool have been collected from Capterra:

Overall – 4.2/5

Ease of Use – 4.0/5

Quality of Support – 4.9/5

Pricing & Plans

InsightHub doesn’t publicly show their plans, but you can request a quote.

Why use an online qualitative research tool?

It’s just not worth it to conduct traditional qualitative research anymore. It’s cumbersome and time-consuming. Online qualitative research tools offer a powerful alternative to this.

• Accessibility: You can eliminate geographical barriers and connect with participants from anywhere in the world.
• Convenience: You can schedule interviews and focus groups at times that work best for you and your participants.
• Engagement: Interactive features keep participants engaged throughout the research process.
• Data organization: Online tools store and organize your data for easier analysis.
• Enhanced features: You can even get AI-powered analysis and sentiment tracking for deeper understanding.
• Cost-effectiveness: Online tools are more cost-effective than traditional methods as they lack travel and recruitment expenses.

How to choose the best qualitative research tool?

The best online qualitative research tool depends on your specific needs and what works best for you.

Here are some key things to consider:

• Ease of Use: Some tools are simpler to learn than others. Some require coding knowledge, while others don’t.
• Features: Make a list of features you need the most (real-time insights, mobile app, database).
• Budget: You need to set a budget and find a platform with the features you need at a price that fits.

Wrapping up

With the rise of online tools, the world of qualitative research is no longer limited to specialists. There are countless online qualitative research tools available, each with its strengths and drawbacks.

If you’re looking for the all-in-one qualitative research tool, take a look at UXtweak. Register for a free plan and try it yourself! ⬇️

Conduct Qualitative Research with UXtweak!

The only UX research tool you need to visualize your customers’ frustration and better understand their issues

Register for free