Customer story

Feeling Mutual
Multi-award-winning qualitative research consultancy · UK · Innovation & agile research · 15+ countries

Two full hours of in-the-moment input per person, across 15+ countries.

"In a focus group, only 1 person can speak at once. So, in an 8 person, 2-hour focus group, you actually get less than 15 minutes of input per person. That's not enough depth for what my clients need. With Qualzy you get a full two hours of feedback per person."

Tom Woodnutt, Founder, Feeling Mutual
15+
countries covered in his research
6
markets launched simultaneously without researcher stress
2 hrs
of in-the-moment input per participant
In the moment
responses captured as things happen, not recalled later
Download this case study

2 hours of depth per person. 15+ countries. No recall bias.

Feeling Mutual runs agile innovation research for clients who need insight fast, and rigorously. With Qualzy, Tom Woodnutt captures in-the-moment participant behaviour across 15+ countries, launches 6 markets simultaneously, and gets two full hours of input from each participant. The full story: how async research, AI theme extraction, and a reliable platform partner changed how he works.

Useful for any researcher pitching async qual to a client who still defaults to focus groups.

Two full hours of participant depth per person, captured in the moment
6 simultaneous international market launches with translated guides, no overnight stress
In-the-moment capture: EV charging sessions, UX screen recordings, photo diaries, no recall bias
Maizy Chat for querying the dataset at any point, during or after fieldwork
Collaborated with Qualzy on 2023 industry AI initiative, surveying 150+ global qual researchers
The challenge

Innovation clients need insight faster than traditional methods can deliver it.

Tom Woodnutt has been using online qualitative platforms for 15 years. His clients develop, test, and launch digital products on tight timelines. They can't wait six weeks for a traditional fieldwork cycle to complete.

But speed without depth is useless. Recall-based interviews give you what people remember, not what they actually did. Tom needed a method that was both fast and genuinely rigorous.

Depth per person
2 hrs
of private, in-the-moment responses from every participant.

"Qualzy gives me peace of mind. It takes the stress away knowing that I have a technology platform that works really well, and support that is flexible enough to deal with the unexpected."

Tom Woodnutt, Feeling Mutual
The solution

In the moment. In 15 countries. Without staying up all night.

Feeling Mutual uses Qualzy Discussions to capture participant behaviour as it happens: mobile video uploads during an EV charging session, screen recordings of website interactions with verbal commentary, photo diaries and text responses in the moment of experience.

Qualzy's team applies translated guides across markets and manages overnight launches, so Tom doesn't need to understand the language to be confident the fieldwork is running correctly. And the AI tools were built for exactly the kind of work Tom does: "making the platform more useful, not just using AI for the sake of it."

Mobile video & photo diaries Screen recording tasks Concept testing with scoring 6 simultaneous market launches In-platform translation AI theme extraction
Early AI leadership

AI built for researchers, not for marketing copy.

In 2023, Tom and Qualzy collaborated on an industry AI initiative, surveying 150+ global qualitative researchers on the impact of AI on their work. That kind of proactive, collaborative development is what keeps Feeling Mutual coming back.

"Qualzy was early to ride the wave of generative AI innovation, quickly developing tools that help researchers do their work more easily. It is making the platform more useful, not just using AI for the sake of it."

Tom Woodnutt, Founder, Feeling Mutual

"With Qualzy, participants can upload mobile videos, complete a photo diary, or share text about their thoughts, anxieties, and frustrations. Qualzy helps me delve into the intricacies of their lived experiences."

Tom Woodnutt, Founder, Feeling Mutual
The outcomes

Agile research that keeps up with innovation clients

  • Two full hours of in-the-moment participant depth per person
  • 6 simultaneous international market launches with translated guides, zero overnight stress for the researcher
  • EV charging sessions, website usability studies, concept tests, captured as they happen, not recalled from memory
  • Maizy Chat lets Tom query the dataset conversationally at any point, during or after fieldwork
  • Screener data upload enables instant data filtering by recruitment criteria
  • 150+ global researchers surveyed in Qualzy-Feeling Mutual industry AI initiative (2023)
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