Get richer responses from your online surveys with a "Qual Survey" from MRQual!

What is a Qual survey? It is a completely new way of conducting online research that combines some of the best features of quant and qual research.

Why was the Qual Survey developed?

Online surveys are a great way of getting quick, cost-effective consumer feedback on advertising or marketing ideas.


However, a key drawback is that, with self-completion questionnaires, the response to open-ended questions can often be brief and superficial.

What does a Qual Survey offer?

It allows you to have large sample sizes of 50 – 100 respondents, but using mainly open-ended questions. Furthermore, the open-ended questions generate a much richer response than with conventional online surveys.  It is like conducting a large number of depth interviews, with all the responses framed in consumers’ own language.

How does a Qual survey work?

At MRQual we have developed a unique software system that acts as a ‘Virtual Moderator.’


Our software is designed to carry out ‘adaptive probing’ of each respondent’s answers, prompting them to give fuller responses in the same way that a face to face interviewer would.


Qual survey questionnaires also incorporate ‘dynamic routing’ to serve different follow-up questions to respondents depending on their responses to previous questions.


This creates a more interesting and engaging experience for the respondent, with less risk of ‘interview fatigue.’


As a result, Qual surveys deliver answers that are much more detailed and informative than those you would achieve with standard online surveys.

Advantages of Qual surveys

A survey of 50 people can be turned around in 3-4 days.
You can conduct 50 qualitative interviews for roughly the same cost as one focus group.
Targeted sample
You can talk to tightly defined, specialist audiences.
Responses can be sent to you as they arrive, allowing you to adjust or add to your questions ‘on the run.’
Individual responses
Respondents are not influenced by other people, as can happen in focus groups.
Quality controlled
It is easy to remove and replace respondents who do not engage with the research.
The research questions can be changed in the course of the survey, rather than all having to be decided in advance.
Time saving
There is no need to travel to groups – the research comes to you.
There is much less admin involved in running an online survey than other forms of qualitative research.
The questionnaire will be designed to meet your specific needs.
For example, a Qual survey of 50 people could easily be extended to 100 or more if needed.
The results can be provided in any form your require, enabling you to easily incorporate them into your internal or client presentations.