Maru Group (Maru), the global technology-enabled market research and customer insights company, has announced the launch of an Instant Qualitative Environment, bringing together digital qualitative methodologies, expert moderation and AI-powered analysis tools. Researchers and marketers can, for the first time, create qualitative projects in a matter of minutes with the direct support and guidance from world-leading qualitative experts.
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Ged Parton, CEO at Maru Group, explains, “Qualitative research has really come to the forefront in recent months as businesses look to pivot operations yet still gain the same depth and quality of insights. Looking at the marketplace, we found existing qualitative platforms often focus solely on digital methodologies with limited analysis functionality and moderation left to expensive third-parties or the expertise of in-house teams.
“It’s why we created the Maru/HUB Instant Qualitative Environment. Clients can very quickly and easily create a secure digital environment to run any number of qualitative activities, all with the support from our Qualitative Center of Excellence specialists. And because the platform has been developed directly as part of Maru/HUB, it benefits from the ecosystem’s fantastic security and sheer scale meaning clients have a wide-range of recruitment options, including CX trackers, branded Panel Communities or our own profiled, quality respondents from Maru/Blue”.
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Managed by Maru’s international Qualitative Centre of Excellence team, the Instant Qualitative Environment is designed to elicit a more holistic understanding from respondents. The tool supports a range of integrated System 1 approaches and projective techniques to help researchers uncover insights that drive decisive action.
Tommy Stinson, Managing Director, Qualitative Center of Excellence at Maru/Matchbox, comments, “We know that to deliver meaningful results, qualitative research needs a platform that allows us to uncover more about how respondents Feel, Behave and Think. Capturing a holistic understanding of people and their conscious and unconscious motivations empowers insights professionals to uncover new insights and tell transformative stories that empower informed, confident decisions for our clients.
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