Technology-enabled market research and customer insights group Maru has launched a platform called Instant Qualitative Environment, bringing together a combination of digital qual methodologies, moderation skills, and AI-powered analysis tools in one platform.
Maru and its operating companies - Maru/Matchbox, Maru/Blue and Maru/HUB - combine expertise in System 1 (fast, instinctive and emotional) and System 2 (slower, more deliberative and more logical) thinking, in order to deliver a 'holistic understanding' of consumer decision-making. Managed by Maru's international Qualitative Centre of Excellence team, the new solution supports a range of integrated System 1 approaches and projective techniques.
Developed as part of the firm's Maru/HUB proprietary technology platform, the Instant Qualitative Environment platform integrates directly with all Maru technology, including the AI-powered Topic Modelling text analysis tool, which uncovers trends and patterns within data without the need for human intervention or interpretation. Through the solution, researchers and marketers can create qualitative projects in a matter of minutes, with direct support and guidance from qualitative experts.
Commenting on how the new solution works, Tommy Stinson (pictured), MD, Qualitative Center of Excellence at Maru/Matchbox, said: 'Respondents can create image collages from our pre-coded library supported by our visual semiotics database, or we can ask participants to share actual behavior through our media upload options. When combined with the team's creative questioning and projective approaches, the Instant Qualitative Environment allows us to really get under the skin of respondents and discover something new'.
Web site: www.marugroup.net .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.