FlexMR Launches Qual Video Research Tool

In London, insight tech company FlexMR has launch a video research tool called InterviewMR, capable of hosting both depth interviews and focus groups of twenty or more participants. The new solution is available immediately as part of the firm's InsightHub platform.

FlexMR's InsightHub platform supports rapid online and mobile data collection, multi-language analysis and activation workflows, augmented last year by the lauinch of an integrated gen AI-based text analysis tool called TextMR; a service based on the business technique known as spring reviews, adding 'continuous streams of research with regular check-ins, adjustments and debriefs' to its ActivateMR tool; and a new user interface called Conversational Surveys.

InterviewMR's full range of qual features include integrated session scheduling, HD video capture, interactive stimuli and AI enabled analysis. Researchers can create samples and invite respondents to select from multiple available sessions, allowing for the recruitment of accurately pre-profiled community members post-session. Insight teams can quickly convene sessions from amongst their panel and community members, or invite non-panellists to take part in a one-off project; while moderators can easily add stimuli as discussion prompts both before and during the task itself.

The company says user feedback has steered the design of both the respondent and stakeholder user experience. Participants start in a virtual waiting room with a logical user interface, while stakeholders have use of a new 'observer room' similar to that of Zoom, from which to watch and influence discussions live.

InterviewMR will replace the legacy Focus GroupMR tool in FlexMR's InsightHub platform, and is fully integrated with the VideoMR analysis tool, which enables the collection, analysis and distribution of video content from across the platform and which will now automatically record video from the new tool for viewing, editing and distribution.

Annette Smith, Product Owner at FlexMR, says of the new solution: 'Unlike out-of-the-box video conferencing solutions, InterviewMR has been built specifically to empower engaging and interactive research - whilst also facilitating a simple, intuitive participant experience.I'm particularly excited to see how our clients leverage the screensharing and markup features to conduct innovative, creative research projects.'

CEO Paul Hudson says developing the tool has been 'an exercise in innovation and creativity as we balance client and respondent feedback with our own desires as research experts.'

Web site: www.flexmr.net .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.