We're thrilled to announce the re-launch of our Qualitative Insights tool, formerly known as Reframer. This powerful upgrade brings new features designed to revolutionize your qualitative data analysis process, making it faster, easier, and more insightful than ever before.
Qualitative Insights has always been your go-to tool to help you plan and organize interviews, take notes, tag, and analyze rich, unstructured data. Now, we've taken it to the next level with two game-changing additions:
The new Insights feature transforms how you work with qualitative data:
Manual insight creation
AI-Powered Insight Generation (Optional)
Our AI capabilities are designed to enhance your abilities, not replace them. Use AI to:
Remember, your expertise is crucial. Always review and refine AI-generated insights to ensure accuracy and capture nuances that only human understanding can provide.
We prioritize your privacy and data control:
Ready to experience the power of the new Qualitative Insights? Learn more and dive in. Upgrade your qualitative analysis workflow and uncover deeper insights faster than ever before with Qualitative Insights!
In our latest live training session product experts, Pete and Caitlin, take us on a deep dive into the new and improved qualitative analysis tool Reframer.
The session is loaded with tips and demo’s on how to save time and streamline your qualitative research all within one tool. They also discuss best practices for setting up and conducting user interviews, and how to get the most out of your analysis.
Optimal Surveys helps product, design and research teams capture the user insights that actually drive decisions—from feature validation to user journey optimization. Now it's getting even smarter.
Research shows that when surveys are customized, people give more thoughtful answers and are less likely to drop out.
That’s why we’re really excited to roll out one of our most requested survey features: Display Logic!
This new capability creates truly dynamic surveys that eliminate irrelevant questions and reduce drop-off rates. Instead of moving users through generic questionnaires, Display Logic shows each participant only what matters to them, giving you higher-quality data and more targeted insights.
Combined with our existing branching logic, you now have complete control over creating survey experiences that feel personal, not repetitive.
Better data quality
When participants only see relevant questions, their answers are more thoughtful and accurate. More focused questions mean better insights.
More targeted insights
Use previous responses to drill deeper into specific topics—or skip over areas that don’t apply. You’ll uncover richer insights without extra noise.
Faster, more focused studies
Customizing the survey cuts out extra questions, keeps participants engaged, and helps them move through faster. Plus, a better experience means they’re more likely to take part in your future research.
We've been doubling down on making Optimal surveys both user-friendly and best-in-class for delivering insights. To help you get the most out of your surveys, we’ve added AI Simplify to suggest clearer, more effective question wording to help you engage participants and get higher-quality data.
We’ve also recently launched automated Insights for open-text responses. This feature takes the grunt work out of analysis by instantly surfacing key themes from open-text and matrix responses.
These are just a few of the ways we’re shaping Optimal into one of the most thoughtful and effective survey tools out there. With powerful AI features like question writing and instant insights built right in, we’re making it easier than ever to go from idea to impact.
Whether you're running usability studies, product tests, or market research, Optimal’s display logic and other survey tools help you create cleaner, more efficient surveys from start to finish. Start tailoring your surveys today to drive data-backed decisions.
Not yet using Optimal? Start your free 7-day trial and launch your first survey now.
As we approach the end of 2024, it’s a great time to reflect on the progress we’ve made as a community and at Optimal. This year, Optimal users launched over 100,000 studies with over 1.2 million participants sharing insights to drive better business decisions and experiences.
Here's how we’ve worked to make research more accessible, speed up insight discovery, empower enterprise teams, and grow our platform’s capabilities in 2024.
Research for All
Research shouldn’t be limited to specialists or select teams—it should be accessible to everyone. In 2024, we focused on breaking down barriers to user research so that individuals across all divisions and teams can uncover actionable insights. Our tools are built to help anyone make confident, user-centered decisions, and this year, we’ve seen Optimal users from across all different types of teams, including product, marketing, content, research, design, information architecture, and education. We work to make our platform easy to use and learn, ensuring everyone can dive into research without barriers, regardless of their role or experience.
A Milestone Year for UX Maturity
Understanding and improving UX maturity became a key focus for organizations this year. We launched our comprehensive UX Maturity Framework, complete with assessment tools that help teams identify their current state and plot a path forward. To support this journey, we developed detailed playbooks for each maturity level, offering practical guidance for teams looking to level up their UX practice.
Demonstrating the Value of UX
The conversation around UX value also took center stage in 2024. Our groundbreaking research into quantifying UX impact provided organizations with concrete data to support their UX investments. Through our popular webinar and blog series, we explored different approaches to communicating UX value to stakeholders, giving practitioners the tools they need to advocate for user-centered design.
Prototype Testing
This year, we introduced Prototype Testing, enabling teams to test designs early and often. Teams can iterate quickly and ensure their ideas resonate with users before committing to development.
Video Recording (Beta)
We added a new feature to Prototype Testing that captures screen, audio and nonverbal cues—such as frustration—providing deeper insights into your users' experiences.
Figma Integration
We also launched Figma integration for First-Click Testing and Prototype Testing, allowing users to connect design prototypes directly to Optimal studies. This integration makes it easier than ever to test, refine, and align designs with user needs—all without leaving Optimal.
AI-Powered Insights
Our AI-Powered Insights help to uncover patterns and themes in qualitative and interview data. By analyzing large datasets, AI helps you discover key trends and accelerate decision-making.
Optimal Recruitment
Recruiting high-quality participants can be a huge hassle and very time-consuming. That’s why we’ve relaunched Optimal Recruitment with expanded profiling capabilities, enhanced quality controls, and full-service support—to let you focus on what matters most: powerful insights to drive better business outcomes
Workspaces
For organizations with complex structures, we’ve introduced Workspaces and Projects to give admins greater control, improved organization, and increased privacy controls. Whether you're part of a large enterprise or a growing team, these enhancements simplify governance and amplify impact.
Looking Ahead
As we head into 2025, our roadmap is packed with exciting features and improvements to make research more accessible, efficient, and impactful. Expect advancements across our platform, including video recording for prototype testing, a brand new survey tool with improved usability, advanced logic, and AI-powered capabilities to meet the evolving needs of teams worldwide. The best is yet to come - stay tuned and see you in 2025!