Qualie’s cover photo
Qualie

Qualie

Market Research

Sydney, NSW 559 followers

A strategic research agency keeping it real, so you'll know what to do

About us

Qualie's mission is to help brands see clearly. We're doing this by bringing the humanity back to research. No dots and bots, just real human stories captured in video and analysed on our proprietary platform at scale. Our platform efficiencies means our director-level researchers spend more time on solutions, less time faffing.  We distill the data so you don’t have to. Our focus is in achieving real world change, not death by PowerPoint

Industry
Market Research
Company size
2-10 employees
Headquarters
Sydney, NSW
Type
Privately Held
Founded
2016
Specialties
Qualitative research, Market research, Quantitative Research, New Product Development, Product/Market Fit, Communications Testing, Design Research, Research automation, Insight platforms, Video Surveys, Concept Testing, Video NPS, Online Market Research, Brand Tracking, Customer Journeys, Campaign Tracking, and Attitudes & Needs Research

Locations

Employees at Qualie

Updates

  • The participant experience was crucial to crack in the formative years of building the platform. It hasn't let us down, nor participants, but perhaps the wider industry has?

    View profile for Ainslie Williams

    Co-Founder & CEO at Qualie | The Marketing Academy Alumni

    Let's face it, we've made surveys about as exciting as watching paint dry. We're so focused on cost-cutting and chasing elusive demographics that we've forgotten a crucial detail – actual humans are answering our surveys. Enter synthetic data, the shiny new toy promising to solve all our woes. No more hunting for needle-in-a-haystack participants or sifting through fraudulent responses. It's a game-changer, no doubt about it. But hold your horses. Before we pop the champagne, let's consider what synthetic data is really telling us. Sure, it solves problems of cost and time. But it's also shining a spotlight on a bigger issue we've been ignoring: 😴 Data quality is suffering because people are bored out of their minds. Is it any wonder participants are sleepwalking through our surveys? Or that some clever souls are even creating bots to do the dirty work for them? When faced with yet another mind-numbing questionnaire, can we really blame them for checking out mentally (or digitally)? Don't believe me? An analysis of over 32,000 comments (optional to leave) from people completing Qualie surveys, reveals the status quo: "This is amazing well done! Best survey I've done so interactive and kept me engaged. I usually get so bored but, not with this one!" "This survey felt quite modern and refreshing, casual language is good, as well as break opportunities. This is the first survey I've seen that has a video of a real person guiding you through, makes it more personalised. Thanks!" If our industry is creating surveys that are so dull people are practically comatose, what good is that data anyway? We might as well ask a bot – at least it won't fall asleep mid-question. Here's a thought: 🤔 Before we hand over the reins to AI, shouldn't we try to lift our game? After all, if we're going to feed AI with data, shouldn't it be the good stuff? My peers trained in qual, I'm looking at you. We've cracked the code on engagement, it's time for everyone else to take a page from our book. Let's create surveys that people actually want to answer, not just endure. So while synthetic data is exciting, it's also a wake-up call. It's challenging us to do better, to make research engaging again. Because let's face it, if we can't captivate humans, how can we expect to train AI effectively? Time to spice things up, researchers. Your participants, your data, and yes, even your future AI overlords will thank you.

    • No alternative text description for this image
  • Thanks Jason Dunstone for quoting our CEO & Co-Founder Ainslie Williams in your piece on Synthetic Data. We recently spoke to the buyers of research (beyond Insights) to understand their views - because we're innovating on their behalf as much as our own. They are cautiously optimistic, as are we.

    View organization page for The Research Society

    6,465 followers

    How will synthetic data shape the future of market research? Delighted to share that Jason Dunstone from Square Holes has just published an article in Luminate, exploring the transformative potential of synthetic data in market research. The piece addresses concerns about the sidelining of real people, while industry professionals globally remain cautiously optimistic, embracing AI while prioritising data reliability and ethical considerations. The future of market research lies in combining AI with human insights. Investing in robust research involving real people is essential for understanding the market and developing effective strategies. As Jason suggests, optimising marketing spend through quality research remains crucial. Leaders like Ray Poynter and Ben Page share this balance of excitement and caution. While AI will significantly impact market research, synthetic data is not the solution for everything. As we navigate this dynamic shift, it's clear that while AI and synthetic data offer exciting possibilities, they cannot replace the nuanced understanding gained from engaging directly with real people. Let's continue to champion rigorous research standards and ethical practices, ensuring that innovation enhances rather than replaces human insights. Read Jason’s thought-provoking article and join the conversation on the future of research. Anna Harrison, Antonios Meimaris, Ph.D., Erica van Lieven, Kylie Brosnan, Les Winton, Lisa Salas, Rachael Coulthard, Seán McNally, Troy K., Vanessa Ernst, Virginia Meikle, Sue York #marketresearch #syntheticdata #ethicalinsights #innovationinresearch #luminate https://lnkd.in/gzsE_bGN

  • The beauty of Qualie is you can get right over the shoulder of your customer whilst also scaling it out to 100s of them... perfect for capturing attitude and behaviour - because let's face it - they never line up!

    View profile for Ainslie Williams

    Co-Founder & CEO at Qualie | The Marketing Academy Alumni

    This study highlights how important any product or category research needs to happen both within and outside its sales environment. The consumer and the shopper brain, the attitude and the behaviour, the qual and the quant! Lauren McNamara got the exclusive and if you want to find out more about how your category fares with Gen Z, then DM me.

Similar pages

Browse jobs

Funding

Qualie 2 total rounds

Last Round

Seed

US$ 1.0M

See more info on crunchbase