Using GMI’s Web-based software, the QualiQuant Toolkit claims to allow the fusion of qualitative and quantitative research online and offline. It does this without using conventional techniques. The trick lies in that Toolkit changes the way that research is done via web-based interviewing, partly through using highly visual, interactive projective questions adapted from techniques from group discussions. This allows the collection of qualitative data in a quantitative fashion. The techniques can also be applied to smaller qualitative type unstructured interviews.

To date, the development of the QualiQuant Toolkit has been jointly funded by GMI and QualiQuant International Ltd. It has also been backed by the reputations and expertise of CRAM International and Second Sight International.

In announcing the agreement, VP Business Development for GMI, Claire-Juliette Beale, declared "GMI recently entered the area of traditional Web-based qualitative research tools with the launch of an Online Focus Group solution. The decision to pursue the development of a more sophisticated solution for self-administered qualitative research tools in a quantitative and semi- quantitative context is part of our commitment to taking global qualitative and quantitative research to the next level."

John Pawle, Managing Director QualiQuant International Ltd, added "Traditionally research and even research agencies have been polarized into separate qualitative and quantitative entities. Qualitative research is diagnostic but limited in sample size, expensive to conduct and time consuming to analyse. Those of us who have been on the client side have long suffered criticism from marketing management and advertising agencies that quantitative tests and particularly advertising pre-testing are not diagnostic enough. The QualiQuant toolkit offers the industry a breakthrough solution to these problems. It uses new technology and the unique environment of the web to open up respondents in a way that has not previously been possible. Applying the QualiQuant toolkit to the innovation process shortens the decision-making process by integrating several stages of research thus speeding up time to market."