Qualitative research provides the depth and context behind consumer behavior – simply put, qualitative research gets to the "why". But traditional methods have long faced limitations: they're time-consuming, expensive, and difficult to scale.
That changes with Qual at Scale.
Introducing Qual at Scale
Qual at Scale is Mercury Analytics' AI-powered solution that delivers the depth of a live qualitative interview at survey scale. Guided by a dynamic AI moderator, the system engages participants in open-ended conversations, adapting in real time to the quality and substance of their responses.
It asks targeted and smart follow-up questions, probes for more detail, and adjusts the interaction based on each person's input. Every question feels personalized, thoughtful, and natural - without a human moderator in the loop. Researchers can now gather deep, high-quality insight from hundreds or thousands of people with unprecedented efficiency.
Raising the Bar for Response Quality
Unlike static surveys, Qual at Scale ensures that every response meets a high standard for depth and clarity. Its built-in AI actively monitors and improves response quality through:
- Automatic follow-up questions when answers lack clarity or depth
- Rejecting copy-pasted or repetitive responses
- Detecting bot responses
- Uses adaptive logic to prompt deeper, more complete feedback
This is qualitative research reimagined - with the rigor and reliability researchers expect, and the nuance and voice that only real people provide.
MercuryAI: Turning Feedback Into Instant Insight
Capturing open-ended feedback is only part of the solution. MercuryAI is the intelligence layer that transforms that data into insight — instantly.
Traditionally, qualitative data has been difficult to analyze at scale. Reviewing thousands of responses manually took too long and wasn't feasible for most teams. MercuryAI changes that by summarizing responses in seconds, identifying themes and sentiment, and surfacing meaningful quotes on demand. Using advanced natural language processing and machine learning, MercuryAI can:
- Synthesize large volumes of unstructured text
- Identify sentiment, patterns, and themes
- Generate insights through real-time dashboards or custom queries
Live Feedback, Real-Time Decisions
With Qual at Scale and MercuryAI, insight and real understanding keeps pace with your business. Whether you're testing a message, monitoring a campaign, or iterating a product, you don't have to wait for answers.
MercuryAI easily and automatically synthecizes quant survey data combined with Qual at Scale insights to report on the complete picture for a client, leading to gtreater understanding and more accurate strategies.
Insight That Moves With You
Understanding what people think is valuable. Knowing why they think it unlocks action. Qual at Scale delivers the depth of 1,000 interviews and the efficiency of a survey in one seamless experience. MercuryAI ensures that open-ended feedback becomes clear, usable, and ready to inform decision-making.
Great strategy starts with great insight. Qual at Scale and MercuryAI bring the voice of the customer to the center of decision-making — clearly, quickly, and at scale.
