Toluna Start Qual:

Bring human stories to life

Engage consumers in rich, asynchronous conversations that uncover the needs, motivations, emotions, and behaviors behind decision-making. Toluna Start Qual helps you uncover richer insights throughout the research journey, whether as a standalone solution or alongside quantitative research in Toluna Start.

Whether you prefer a self-service approach or a fully managed project, Toluna Start Qual gives you the flexibility to work the way that suits your team best. Take advantage of best-in-class tools and AI-driven features, or partner with our global qualitative experts for support.

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Powerful tools for deeper understanding

Toluna Start Qual combines qualitative expertise with powerful technology designed to simplify analysis, improve engagement, and help teams uncover insights faster.

A woman sits down and uses a laptop on her lap

Summary tab

Analyze your findings directly in the summary tab, with intuitive visualizations and AI-powered tools that make reviewing and summarizing qualitative feedback quick and easy.

Auto transcription

Our auto transcription feature transcribes any spoken content and provides a summary of the video environment, allowing for faster and easier analysis of video content.

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SmartCloud

With AI-powered theme extraction and sentiment analysis, SmartCloud helps you uncover deeper insights from participant feedback while significantly reducing analysis time.

QProbe

QProbe detects insufficient participant comments and automatically asks tailored follow-up questions, helping moderators uncover richer insights while saving valuable time.

Contact us today to start improving your qualitative insights!

Four simple steps to insights

From recruitment to analysis, Toluna Start Qual simplifies and streamlines every stage of the qualitative research process.

Recruit from our global panel of 79+ million consumers or tap into your own audience. Choose comprehensive participant registration for full engagement or anonymous registration for shorter projects, giving you the flexibility to recruit the right people for every study.

Design engaging projects that capture commentary, images, and video to uncover not just what people do, but why they do it. Create reusable templates, customize participant experiences with header branding, activity tile images, and invitations, and tailor every project to your research objectives.

Engage participants through flexible activities designed to suit your research goals and your audience’s engagement preferences. Track participation in real time and use our AI-powered QProbe feature to encourage deeper, more meaningful responses while reducing moderator workload. Allow participants to choose voice or text to respond to open comment activities.

Easily engage with your audience in rich conversations, privately or publicly, using a combination of:

Diaries
Discussions / blogs
Image and video mark-up / heatmap tools
IdeaStorm for ideation/co-creation
Screen record with audio (desktop only)
Picturebook / image moodboards

Fill in the blanks
Card sort
Stimulus and concept block randomization for concept, pack and ad testing
Surveys with single & multichoice, ranking and OE question types
Polls

All of our discussion and engagement tools are flexible and ready to use on any topic.

Analyze qualitative feedback with speed and confidence. Identify trends, visualize findings, review heatmaps, images, and videos, and export results with ease. Use SmartCloud for AI-powered theme extraction, sentiment analysis, and efficient comment coding, or leverage AI auto-transcription to analyze uploaded video content.

For every stage of the research journey

From early exploration to concept optimization, Toluna Start Qual supports a wide range of qualitative research objectives across the innovation lifecycle.

EXPLORE

Uncover the perceptions, expectations, emotions, and behaviors that shape decision-making. Connect more deeply with your target audience and build a richer understanding across topics like:

Uncovering category and brand needs/gaps
Shopper journey from pre-planning to post-shopping touchpoints, experiences and decisions
Competitor landscape
Brand, product, category habits, behaviors and usage
In-home product usage or online shop-along during/after a visit to a website or store
Brand or product perceptions
Persona/audience deep dive

CREATE

Engage with your audience to understand what resonates before investing further. Develop and build upon new or existing ideas, concepts, or campaign elements, including:

Idea and concept co-creation and development
Messaging and positioning creation
Early to mid-stage ideation
Packaging development
Creative development

Refine

Amplify or enhance ideas, messaging, packaging, products or experiences by understanding how they fit the needs of your target audience across:

Idea and concept optimization
Consumer language enhancement
Messaging and positioning refinement
Packaging refinement

A new era of online qualitative research

Built for modern qualitative research, Toluna Start Qual combines powerful technology with expert support to help teams move from questions to confident decisions faster.

Rapid setup

Set up and launch projects quickly and start gathering insights within hours, not days or weeks.

Agile research

Adapt research to your needs with an intuitive UI and access to flexible research and activity tools.

Anytime, anywhere

Engage participants across devices and markets with support for 38 languages worldwide.

Trusted quality

Rely on predictive quality controls and access to a vetted global panel of more than 79 million consumers.

Secure, tailored access

Work smarter and more securely with different levels of access for administrators, moderators, and observers.

AI-enhanced workflows

Save time and boost efficiency with AI-powered tools like QProbe, SmartCloud, and auto-transcription.