Qualify AI
Qualify AI is a London-based AI-powered qualitative research platform that delivers 24-hour consumer insights through AI-moderated conversations with real participants, serving global consumer brands and research agencies with services spanning concept validation, audience discovery, and creative testing.
- Company typePrivate
- Founded2023
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Qualify AI does
Qualify AI is a London-based, privately held company that operates an AI-powered qualitative research platform designed to deliver consumer insights in 24 hours. Founded in 2023 by Managing Director Jem Fawcus, a 25-year qualitative research veteran, and Technical Director Richard Owen, the platform combines custom-trained large language models with two decades of qualitative research methodology to conduct AI-moderated conversations with real human participants. The core technology layer consists of bespoke LLM adaptations, prompt engineering informed by qualitative research frameworks, and a participant-facing dashboard that delivers AI-generated narrative reports with coded themes, keyword analysis, and full transcript export. The platform supports text conversations, image and video stimulus uploads, multilingual delivery with back-translation to English, and structured data outputs for downstream analysis.
The product portfolio is organized into three core offerings (QualifyIdeas for concept validation, QualifyAudience for audience discovery, and QualifyComms for creative testing) delivered through three service tiers: Serviced Self-Serve (from £3,500), Human Assist (from £6,000, including consultation and human sense-checking), and Agency Assist (from £10,000, delivered in partnership with sister agency Firefish). Pre-paid subscription packages offering up to 33% volume discounts are available for recurring enterprise customers. The go-to-market motion is hybrid: customers can self-serve purchases online, while Human Assist and Agency Assist tiers involve consultation calls and sales-assisted engagement.
The customer base spans tier-1 global consumer brands, including Unilever, AB InBev, Mars, Vodafone, Amazon, Diageo, Nestlé, Mondelez, Heinz, Bumble, Rémy Martin, and Clear, with a heavy concentration in food and beverage. The company also serves research agencies as a primary segment, enabling them to offer AI-accelerated qualitative research to their own clients. Geographic delivery spans the UK, US, France, China, Brazil, India, Thailand, and Australia. The firm employs 1-10 people, is registered in the United Kingdom (Company No. 15163231), is GDPR-compliant, and holds ESOMAR and Market Research Society (MRS) industry recognition as of 2025.
Qualify AI firmographics
Firmographics- Name
- Qualify AI
- Legal name
- Qualify AI
- Website
- https://qualifyai.co
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Qualify AI is a London-based AI-powered qualitative research platform that delivers 24-hour consumer insights through AI-moderated conversations with real participants, serving global consumer brands and research agencies with services spanning concept validation, audience discovery, and creative testing.
- Ownership category
- akta.pro rank
Where Qualify AI is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Qualify AI business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- Project-Based Research Services: Qualify AI generates revenue through project-based fees for qualitative research services. Three service tiers are offered: Serviced Self-Serve (from £3,500), Human Assist (from £6,000), and Agency Assist (from £10,000). Additional Human Assist add-on costs £2,000 per project. Pre-paid package discounts are available (10 projects for £27,000, 25 for £60,000, 50 for £100,000).
- Subscription Packages: Pre-paid subscription packages offering volume discounts on research projects, allowing companies to purchase credits in advance at reduced rates (up to 33% savings on 50-project bundle).
- Professional Services: Human Assist tier includes consultation, project design, execution oversight, and human interpretation of AI summaries by real qualitative research experts. Agency Assist tier provides full-service support through partner Firefish agency.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Serviced Self-Serve - For those with expertise to run the project themselves |
| Subscription | Pay-as-you-go | Human Assist - Design and reporting consultancy included |
| Subscription | Pay-as-you-go | Agency Assist - Full service support for complex projects |
| Subscription | Multi-year contract | Pre-paid Package - 10 projects |
| Subscription | Multi-year contract | Pre-paid Package - 25 projects |
| Subscription | Multi-year contract | Pre-paid Package - 50 projects |
| Other | Pay-as-you-go | Human Assist Add-on |
Distribution channels3 records
Marketing channels4 records
Qualify AI product offering
Product offeringCore offering
Qualify AI operates an AI-powered qualitative research platform that uses custom-trained large language models to conduct moderated conversations with real human participants and produce narrative-driven insight reports for consumer brands and research agencies. The platform delivers 50 individual conversations in 24 hours and is organised around three product categories—QualifyIdeas for concept and product testing, QualifyAudience for audience discovery, and QualifyComms for creative and communications testing—with tiered service levels from self-serve to full agency support.
Product overview
Qualify AI is a qualitative research platform that combines AI technology with human expertise to deliver rapid consumer insights. The core offering consists of three product modules—QualifyComms (for communications and creative testing), QualifyAudience (for audience discovery and profiling), and QualifyIdeas (for concept validation at any stage)—which users can access through three service tiers: Serviced Self-Serve (from £3,500), Human Assist (add-on with consulting, from £6,000), and Agency Assist (full-service via sister agency Firefish, from £10,000). The platform delivers 50 AI-moderated conversations with real participants within 24 hours, supporting any language with back-translation to English. All tiers include an online dashboard, AI summarization, 10-slide narrative reports, and full transcript export. Pre-paid volume packages offering up to 33% savings are also available for recurring users.
Differentiator
Problem solved
Functional benefit
Brands
- QualifyComms: Product for refining marketing and communications creative including early stage scripts, storyboards, rough cuts, films, logos, branding, and websites
- QualifyAudience
- QualifyIdeas
- Serviced Self-Serve
- Human Assist
- Agency Assist
Products and services
- QualifyIdeas AI-powered qualitative research service for qualifying concepts at any stage of development, including creative concepts, products and prototypes, workshops and ideation outputs. Designed for innovation and product development teams who need rapid consumer validation of new ideas.
- QualifyAudience AI-powered qualitative research service for discovering target audience characteristics, behaviours, attitudes, beliefs, moments and occasions. Designed for marketers and brand teams seeking to bring target audiences to life without launching a large, slow research project.
- QualifyComms AI-powered qualitative research service for refining marketing and communications creative, including early-stage scripts, storyboards, rough cuts, films, logos, branding and websites. Designed for creative and brand teams needing rapid feedback on communications work.
Quantifiable outcome
- 50 individual conversations with real people in 24 hours
- +4 more outcomes
Companies that use Qualify AI
Customer profileNamed customers15 records
Segments3 records
Ideal customer profiles2 records
Qualify AI technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature5 records
Qualify AI partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- FirefishcoreFirefish is described as Qualify AI's 'sister agency' and is the recommended partner for fully human-driven research methods, complex projects requiring sample outside Qualify's scope, or clients wanting a human experience debrief. The relationship enables Qualify AI to handle AI-accelerated projects while referring more complex or bespoke work to Firefish's full-service capabilities.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Qualify AI competitors and assessment
Company assessmentDirect peers
- Discuss.io: Qualitative research platform connecting brands with research participants for live, video-based interviews and focus groups. Directly comparable: same core deliverable (consumer insights from real participants), similar B2B buyer (CMI / brand teams), and overlapping use cases in concept and creative testing.
- Maze: Rapid user-research and product-validation platform with self-serve concept testing and analytics. Directly comparable: same horizontal need (turning consumer feedback into decisions quickly), similar self-serve + enterprise tiers, overlapping concept-testing use cases.
- Dscout: Mobile-first qualitative research platform specialising in diary studies and in-the-moment consumer insight. Directly comparable: same 'qual research at speed' positioning, similar buyer (CX, insights, innovation teams), overlapping project types (concept testing, audience discovery).
- Respondent.io: Recruitment-first platform that connects research buyers with vetted professional and consumer participants. Comparable: serves the same research workflow (consumer feedback for decisions), overlapping customers, and addresses the same panel/recruitment friction Qualify AI's 50-conversations-in-24-hours model relies on.
- Suzy: Consumer insights platform combining a proprietary research panel with on-demand quantitative and qualitative research tools. Comparable: same B2B enterprise buyer (CMI / brand marketers), same 'rapid consumer feedback' use cases, including concept testing and audience profiling.
Broad incumbents
- UserTesting: Established human-insights platform offering moderated and unmoderated user research at scale. Comparable because it serves the same CMI / product-research buyer with consumer-feedback workflows, but with a broader portfolio spanning product usability and large proprietary participant panels.
- Kantar: Global market-research powerhouse offering the full qualitative and quantitative research stack to brand owners. Comparable because it is the incumbent Qualify AI is displacing — same CMI buyer, same consumer-insight briefs — but operates at vastly greater scale and breadth.
Emerging players
- Glaut: AI-moderated qualitative research platform running asynchronous in-depth consumer conversations. Closest pure-play analogue to Qualify AI — overlapping product mechanic (AI-led participant interviews), similar thesis that AI replaces traditional moderator bottlenecks, and targeting the same insights-team buyer.
- Listen Labs: AI-driven consumer-research platform running automated interviews and analysis. Same category positioning (AI-accelerated qual), similar buyer, and overlapping output (synthesised insights from consumer conversations); likely competitor on speed and cost.
- Synthetic Users: AI-generated 'synthetic' participant research that bypasses real recruitment. Comparable because it sits in the same 'faster, cheaper qual' category and competes for the same budget; differentiated by eliminating real participants, which directly contests Qualify AI's reliance on human conversations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Qualify AI social profiles
Digital presenceQualify AI compliance and trust
Trust signalCompliance1 record
Qualify AI financial estimates
Financial estimateRevenue estimate
Valuation estimate
Qualify AI leadership team
Management profileNumber of profiles
Profiles2 records
Qualify AI funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Qualify AI M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Qualify AI
What does Qualify AI do?
Qualify AI operates an AI-powered qualitative research platform that uses custom-trained large language models to conduct moderated conversations with real human participants and produce narrative-driven insight reports for consumer brands and research agencies. The platform delivers 50 individual conversations in 24 hours and is organised around three product categories—QualifyIdeas for concept and product testing, QualifyAudience for audience discovery, and QualifyComms for creative and communications testing—with tiered service levels from self-serve to full agency support.
Is Qualify AI a public or private company?
Qualify AI is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Qualify AI founded?
Qualify AI was founded in 2023. It employs 1 to 10 people.
Where is Qualify AI based?
Qualify AI is headquartered in London, United Kingdom, in the Europe region.
How does Qualify AI make money?
Three revenue lines are on record. Project-Based Research Services are the primary driver. The others are subscription Packages and professional Services.
Who are Qualify AI's main competitors?
Direct peers on record are Discuss.io, Maze, Dscout, Respondent.io and Suzy. Broad incumbents are UserTesting and Kantar. Emerging players are Glaut, Listen Labs and Synthetic Users.
Does Qualify AI have an API?
No public API is recorded for Qualify AI.