Qualitative market research and commercial insights | Quirkos
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Qualitative insights for market research

Lost in qualitative data

Quirkos helps you work with in-depth qualitative data, finding insights and engaging clients with amazing interactions and visualisations. Getting lost in your focus group notes, interview transcripts, survey responses and policy documents? Struggling to find who said what in which focus group? And just where is that one key verbatim, which brought the whole discussion into focus?

Let Quirkos help you organise, analyse and experience your text. Take your qualitative research to the next level.

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If you prefer doing qualitative analysis with pen and printouts, Quirkos is designed to be a natural experience, with an interface that mimics the action of coding with highlighters, keeping you close to the data with live visual representations of your emerging data. You can even export your data at any time as a colour highlighted Word file, and print it out with all your colour-coding intact. It's quick to learn, and flexible so that you can work as you want.

Yet Quirkos also brings all the advantages of software analysis, including fast keyword search, the ability to manage dozens of sources and find quotes, live collaboration and of course full undo/redo capabilities.

qualitative analysis with paper
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Get to the heart of your stories

Even if you are experienced with other qualitative analysis packages, you will find Quirkos is a fresh approach. The quick visual drag-and-drop interface and keyboard shortcuts makes coding quick and painless. There is great flexibility for rearranging and grouping your thematic nodes, and a design that tries to be neutral and facilitate lots of different analytical approaches from IPA, framework or grounded theory.

Running searches or queries to show a sub-set of the data is quick, with live views that show you connections in the data emerging in real time. Side-by-side comparison views show you graphical and text based differences in groups, and allow for the integration of discrete or quantitative data.

With the Quirkos Cloud subscription, you also have the option to store your data in our secure remote server, so you can access your projects on any computer where you login. You can also do collaborative analysis with other researchers as part of a team, seeing live updates and chat as you work. The live project sharing can also be amazing for virtual or online teaching of qualitative analysis in a collaborative environment. Qualitative data is key to understanding customers: you need the stories and explanation to go beyond statistics and get to the why behind consumer actions.

Previously this deep insight has been an expensive and time consuming process, but Quirkos makes it quicker and easier to understand all kinds of text data, and make it actionable with graphical overviews. We know you have to deliver insight with a rapid turnaround, so Quirkos is designed to learn in under an hour, so you are ready to go with your next qual project.

Quirkos is as easy and intuitive to use as a highlighter pen on paper: simply select the section of text you are interested in and drop it onto a bubble or ‘Quirk’. The Quirk will grow in size corresponding to the number of times it has been used, giving you instant feedback into the emerging themes.

The process is completely intuitive and can be learnt in minutes, allowing you to fully concentrate on your research and not on how to operate complicated software. Realise time and cost savings, not just in analysis, but in training and licensing costs too. Your whole team can also collaborate with Quirkos Cloud, working remotely and seeing live updates and communicating with the chat function.

Powerful search tools can speed up the coding process even more: search across all your sources for key words, including their synonyms and alternate endings, and code the results directly. Queries allow you to compare themes across sources and reveal compelling and often surprising insights from your texts. Are people from one age group saying something different from the rest? Run demographic queries, and compare results side by side.

With Quirkos you can share and communicate valuable insights with your team members or clients in fully customisable reports. The engaging graphics can be exported into presentations and written reports, providing convincing evidence for your findings to any kind of audience.

Best of all, Quirkos has a range of flexible pricing options, at a fraction of the cost of any other qualitative software package on the market. Individuals, teams or whole organisations can save thousands of pounds in annual license fees with our one-off licenses.

Let Quirkos help you tell an engaging, insightful story of products, markets, brands – and above all, people.


Business and agencies

£18 / Month

£450 / Lifetime

Quarterly or annual subscription

Permanent Licence

Quirkos and Unlimited Cloud storage

Offline storage

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