---
title: Getting the most from online qual
description: Online qual is an important way of complementing statistical data with complex, nuanced and emotive consumer opinions.
---

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# Getting the most from online qual

## Online qual is an important way of complementing statistical data with complex, nuanced and emotive consumer opinions.

Online qualitative research can appear daunting at first. There are a broad variety of tools and tecniques that can be applied to gather qualitative data - from smartboards and scrapbooks for visual feedback to focus groups and question boards for group conversations. Using these tools in creative and inspired ways can lead to hidden insights, help understand complex consumer sentiment and bring the voice of customers into a business.

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