Qualitative insights

Accelerate insight discovery

Uncover valuable perspectives and insights to inform and elevate your product development, design decisions, and content and marketing strategies.

Streamline your qualitative research workflow

Capture interviews sessions, import transcripts, create observations, tag, and analyze them all in one place with one tool, saving valuable time.

Uncover insights with ease

Capture key takeaways with or without AI. Use our AI assistant to speed up the process and uncover hidden patterns in your data.

Dive deep with flexible, in-depth analysis tools

Visualize observations with the affinity map, explore tag connections using the chord diagram, and discover patterns through the theme builder.

Collaborate seamlessly with your team

Invite guest notetakers, share insights, and analyze findings together on a unified platform.

Design with confidence

Get actionable insights from your users in hours to organize your content based on user feedback, not assumptions.

Save time, gain insights

Our automated analyses uncover key insights from your card sort results quickly, so you can focus on creating an intuitive content structure.

Validate with session replays

Record participants' card sort sessions to gain a deeper understanding of their thought process and identify areas where they may have struggled with categorization.

“For our usability sessions, we tend to use Optimal’s Qualitative Insights tools as we find it to be an effective tool to capture observations and allows for easy analysis.”

Yvonne Tse, Senior Consultant

Use cases

Qualitative research in action

Product development

Develop products that truly resonate with your target audience by uncovering deep insights into user needs, preferences, and pain points, ensuring your offerings are tailored to their desires.

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Policy development

Surface the needs and experiences of the communities you serve, ensuring your initiatives are grounded in the realities and aspirations of those you aim to support.

Customer service improvement

Understand customer experiences, identify areas for improvement, and develop customer service strategies that exceed expectations and foster long-term relationships.

User experience design

Create intuitive, delightful, user-centered designs based on an understanding of user behaviors, motivations, and expectations.

Employee experience

Explore employee perceptions, needs, and experiences, to inform policies, programs, and initiatives that promote well-being, productivity, and retention.

Marketing and branding

Explore consumer perceptions, attitudes, and decision-making processes to effectively communicate your value proposition and build lasting connections with your target market.

Healthcare innovation

Understand patient experiences, inform the development of patient-centered care models, and identify opportunities for innovation in treatment and service delivery.

Seeing is believing

Dive into our platform, explore our tools, and discover how easy it can be to conduct effective UX research.