itracks

Name

itracks

Legal name

Interactive Tracking Systems Inc.

Website

https://itracks.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Online Qualitative Research Software

NAICS

Marketing Research and Public Opinion Polling (54191), Computer Systems Design and Related Services (54151)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming Services (7371)

akta.pro primary industry

Survey, Panel & Fieldwork Services (BPAHALAJ)

Keywords

• Online qualitative research
• Focus group software
• Market research platform
• Video focus groups
• Discussion board software

Headquarters

HQ city

Saskatoon

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Infrastructure, Operations, Marketing or Sales

Revenue model

1. Software Subscriptions: Subscription-based access to itracks platform with tiered pricing levels (Free Trial, Project Access, Annual) providing unlimited projects and sessions at higher tiers.
2. Professional Services: Additional services including Client Services (session support), Participant Management (recruiting, scheduling, incentives), Technical Assistance, and Learning & Enablement.
3. Participant Management Services: End-to-end participant recruitment, screening, scheduling, and incentive management services for research studies.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

itracks provides a cloud-based online qualitative research platform that enables organizations to conduct, manage, and analyze qualitative studies such as live and asynchronous focus groups, in-depth interviews, and bulletin-board discussions. The platform bundles live video sessions, asynchronous boards, hybrid methodologies (Fusion), AI-assisted analysis, participant management, and optional managed services for market research agencies, corporate insights teams, academics, and consultancies worldwide.

Product overview

itracks is a comprehensive online qualitative research platform offering a unified suite of tools for market research. The core portfolio includes itracks Realtime (live video focus groups and interviews with virtual backroom), itracks Board (asynchronous discussion boards and digital diaries), itracks Text-Based Chats (real-time text focus groups), and itracks Fusion (hybrid quant-to-qual solution). Supporting AI-powered tools include the itracks Analysis Assistant for keyword/topic analysis, Virtual Dial Tester for emotional response measurement, Broadcast Mode for large audience research, and iMarkIt for media markup with heatmaps. The platform is complemented by professional services including Participant Management, Client Services, Learning & Enablement, and Technical Assistance. Pricing tiers include Free Trial ($0), Project Access ($199/project), and Annual subscriptions ($499/year).

Differentiator

Problem solved

Functional benefit

Brands

• itracks Realtime: Synchronous video focus groups and interviews platform with virtual backroom functionality
• itracks Board
• itracks Fusion
• itracks Text Chat
• itracks Analysis Assistant
• itracks Virtual Dial Tester
• itracks Broadcast Mode
• iMarkIt
• OnlyQual

Products and services

• itracks Realtime Cloud-based live qualitative research platform that enables moderators to run focus groups, in-depth interviews, and other real-time sessions with participants joining via browser and mobile, supporting multi-language sessions, screen sharing, and global participant recruitment.
• itracks Board Asynchronous discussion-board platform for conducting long-form online qualitative research such as bulletin boards, diaries, and multi-day concept or co-creation exercises with distributed participants.
• itracks Fusion Hybrid qualitative research product that combines live realtime sessions with asynchronous board activities within a single study, enabling mixed-methods research designs for agencies and corporate insights teams.
• Analysis Assistant AI-powered analysis capability within the itracks platform that helps researchers summarize transcripts, identify themes, and accelerate the qualitative coding process across live and asynchronous studies.
• Virtual Dial Tester Tool built into the live platform for testing creative concepts, messaging, or stimuli with participants in real time during focus groups and IDIs.
• Broadcast Mode Live-session broadcast capability allowing client observers to view focus groups and IDIs in real time from remote locations as part of the live product offering.
• iMarkIt In-platform tool for marking up and annotating key moments across live session replays and transcripts to support qualitative analysis.
• Participant Management Service Optional managed service that sources, recruits, and manages research participants for customers running qualitative studies on the itracks platform.
• Client Services & Technical Assistance Optional professional services from itracks that support customers with project setup, moderation guidance, and technical troubleshooting when running qualitative research on the platform.

Quantifiable outcome

• 47,500 tonnes of carbon emissions saved through online research (equivalent to removing 10,000+ vehicles)
• +2 more outcomes

Named customers8 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability7 records

Feature8 records

Partnerships

Ten partnerships are on record, tiered core, infrastructure and minor.

• ProdegecoreStrategic or Co-development PartnerStrategic partnership between itracks and Prodege combining itracks' recruit management solution with Prodege's owned and operated panel. The collaboration creates streamlined fraud screening, efficient quota filling, and delivery of engaged respondents who show up, addressing critical concerns in online qualitative research participant quality.
• EthnifactscoreStrategic or Co-development PartnerEthnifacts uses itracks Realtime for mobile shop-along research, capturing in-store consumer insights at the moment of interaction. Ethnifacts CEO Mike Lakusta describes itracks mobile capability as a 'game changer' enabling timelier insights and more agile reach for Wine Market Council projects.
• Amazon Web Services (AWS)infrastructureTechnology or IntegrationAWS provides cloud infrastructure for itracks, with data centers in US West (Oregon) and US East (N. Virginia) for media backup storage.
• Microsoft AzureinfrastructureTechnology or IntegrationMicrosoft Azure hosts itracks GO infrastructure and backup; other regions used for media processing and storage per project. Data storage location can be customized per customer requirements.
• Veeam Data Cloud VaultinfrastructureTechnology or IntegrationProvides secondary backup services for itracks GO in Central US region, supporting data protection and disaster recovery.
• Twilio SendGridinfrastructureTechnology or IntegrationEncrypted email relay service for itracks GO platform hosted in Azure, supporting secure email communications.
• ZendeskinfrastructureTechnology or IntegrationHosted helpdesk service powering itracks Knowledge Support with instant access to FAQs, best practices, and expert support.
• SasktelinfrastructureTechnology or IntegrationSaskTel Saskatoon North DataCenter provides internal business hosting for itracks operations.
• The Bowie GroupminorStrategic or Co-development PartnerCollaboration between itracks and The Bowie Group for political research webinar series. The Bowie Group brings political acumen and qualitative expertise while itracks provides advanced research capabilities and sentiment analysis tools.
• itracks Trusted Partner NetworkcoreChannel Partner/ Reseller/ DistributorNetwork of pre-vetted, trusted recruiters and moderators that researchers can engage through itracks platform. Partners are sourced globally to support international research projects and provide bid proposals for recruitment and moderation needs.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Dscout: Research platform for diary studies, in-the-moment research, and asynchronous qualitative projects. Direct competitor to itracks Board, particularly in UX research and product/CX insights use cases.
• Fuel Cycle: Insights platform combining online communities, surveys, and qual research with participant panel management. Direct competitor with overlapping customer base in market research and consumer insights teams.
• Discuss.io: Enterprise-grade live video focus group and IDI platform with marketplace of research services. Closely comparable offering to itracks Realtime, targeting market research agencies and brand insights teams with similar subscription economics.
• Forsta: Merged entity combining Confirmit, FocusVision, and Decipher with deep heritage in online focus groups, video interviews, and research community platforms. Most direct competitor in the qual technology category, serving similar market research agencies and enterprise buyers.
• Civicom Marketing Research Services: Provider of online focus group and IDI facilitation tools including audio conferencing and webcam platforms. Long-standing competitor in the online qualitative research technology space.
• Recollective: Qualitative research platform specializing in asynchronous discussion boards, communities, and diaries. Direct competitor in the Board/discussion-board segment with comparable enterprise research buyer base.

Emerging players

• Voxpopme: Video feedback and qualitative insights platform with AI-powered analysis. Emerging competitor targeting brand and CX research teams with mobile video-first workflows.
• Prolific: Participant recruitment platform for academic and commercial research with verified, high-quality participant pools. Comparable to itracks' OnlyQual/participant management offering and a partial substitute for research buyers building their own recruitment.
• UserTesting: Human insight platform focused on UX and video-based usability testing with qualitative feedback capture. Adjacent competitor in enterprise insights, increasingly overlapping with traditional qual research workflows.

Broad incumbents

• Qualtrics: Experience management platform offering survey-based research plus expanding qualitative capabilities (video feedback). Larger, better-capitalized incumbent that competes for the same enterprise research buyers and is progressively integrating qual workflows.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/itracks
• Facebookfacebook.com/itracks
• LinkedInlinkedin.com/company/itracks

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about itracks