How To Get Qualitative Data Without Calling People

Talking to customers and getting their feedback is vital for any business, but it isn’t always easy. Although calling your customers after a transaction can be helpful, they might not have time to chat or they might be too busy to give you the feedback you need. 

Fortunately, there are ways you can get great qualitative data without asking your customers to participate in research interviews; keep reading for some of our favorites!

How to anonymise qualitative and quantitative data – YouTube
Utilize online surveys and questionnaires
Analyze user-generated content on social media platforms
Explore online forums and community discussions
Leverage web analytics to understand user behavior
Collect data from online reviews and feedback

Asking Your Customers To Fill Out Online Surveys

Asking your customers to fill out online surveys is quick and easy. You can set them up in minutes, and it takes just a few seconds for someone to respond. Their answers are also automatically analyzed, so you don’t have to spend time crunching numbers yourself.

Additionally, there are a variety of tools that make it easy for you to track the response rate of your surveys over time or target specific groups with different questions (such as those who live in different countries). 

This gives you an important insight into how you should adjust your business model or marketing strategy moving forward. 

Finally, these automated tools make it easier than ever before for companies across the globe to share their results so they can collaborate on new ideas and compare notes on best practices.

When it comes to gathering insights for your marketing strategies, consider leveraging the power of Google Trends. Discover how this tool can provide valuable data to enhance your market research efforts.

Send Out Questionnaires

Asking questionnaires is probably the easiest way to get qualitative data. But it can also be one of the most difficult because there are so many things you need to consider before sending out a questionnaire.

First, make sure that your questions are short and easy to answer. If they’re too long, people will either not take them seriously or forget part of the survey when they’re finished. 

Second, be careful with how intrusive or personal your questions are you don’t want respondents feeling uncomfortable answering them! 

Questions like “what was the last movie you saw?” may seem harmless enough at first glance, but if your business deals only in local home goods stores instead of movie theaters (like mine!) then this type of question isn’t as relevant as it sounds on paper (or screen). 

Thirdly: ask only questions that pertain directly back to whatever problem needs solving within our industry niche area! 

That way we won’t waste time asking ourselves useless information just because someone else thought it might help us understand more about how our customers think/feel/act around certain topics.

Looking for a new approach to conducting your marketing research? Explore the innovative ideas behind the revolutionary way of doing marketing research, and find out how it can bring fresh perspectives to your data analysis.

Conduct Focus Groups

Focus groups are a classic approach to gathering qualitative data. They’re a great way to get customer feedback quickly without having to call every one of your customers.

In a focus group, you assemble several people who represent the demographic or experience that you want feedback on. You then ask them questions about their experiences with your product or service. 

The responses they give can be used as key insights into how others will react when exposed to similar stimuli (e.g., messaging). 

Focus groups are especially good for getting qualitative data from hard-to-reach users because they’re usually conducted in person at a convenient location for participants (like their office), so there’s little effort involved for them in terms of schedule conflicts or transportation costs.

Perform Usability Testing

You can also perform usability testing. To do this, you’ll need to create a prototype of the product or feature you’re testing and show it to users who are representative of your target audience. 

Ideally, these people will be unfamiliar with your business and won’t have been influenced by any previous interactions with it; however, if you’re able to find users who fit this bill, they will probably not share many commonalities with the people who built your product in the first place. 

And that’s OK! It might even be better for data collection purposes than having testers who are familiar with the product already.

To ensure that your results are as accurate as possible (and keep them from being skewed), try testing with multiple types of users when possible: that outside of both work environments and personal networks; 

Those who aren’t friends or family members; folks whose opinions matter little when they don’t know what they’re talking about anyway; etcetera…

Use Social Media Research

Social media research is a great way to get qualitative data on your target audience.

Here’s how it works:

You can listen in on what people are saying about your brand and products using social media listening tools. 

These tools enable you to search for keywords related to your business and see what other people are saying about it. This can tell you if people are voicing positive or negative opinions, as well as which topics they’re discussing most frequently.

You can also use monitoring tools that alert you when someone mentions something related to your business so that you can respond appropriately (and create more positive buzz).

If done right, this kind of research will provide powerful insights into how potential customers view the world of commerce today and help inform future decisions regarding marketing strategies and product design!

Dive into the intricate world where creativity meets analysis with our guide to the art and science of marketing research. Uncover the methodologies that bridge the gap between insightful research and impactful marketing strategies.

Get Your Employees Involved

There’s a reason that the customer is always right. Customers can provide you with invaluable information about your products and services that you wouldn’t have otherwise.

But what about when you don’t have customers? What if your product or service can’t be sold directly? 

Or maybe there are so few customers that it just doesn’t make sense to conduct surveys or interviews. This could be true in the case of internal processes, such as those used by HR or IT departments.

In these cases, employees can become a great source of qualitative data. They have access to all aspects of business operations, including the good and bad things happening within each department. 

One employee may know about an issue with customer service; another may be able to tell you why your product launch didn’t go as well as expected; yet another may share their opinion on how certain changes could improve efficiency across different teams at work.

Data analysis is a crucial step in any marketing project. Our guide on how to perform data analysis in 7 easy steps will help you navigate through the process, ensuring that you extract meaningful insights to drive your marketing campaigns.

Set Up A Like/Dislike System

A like and dislike system is a great way to get qualitative data without calling people. You can do this by having users rate an object on a scale from 1 to 7, 1 being the worst and 7 being the best. 

You can also set up separate scales for each product, feature, or category and then add them together for an overall rating. 

Users will be more motivated to fill out a survey if they are given something in return so make sure you offer them some type of rewards such as discounts or free products.

Use AI-powered Voice Of Customer (VoC) Software

AI-powered Voice of Customer (VoC) software can be a good alternative to traditional methods.

As you know, VoC software is an easy way to capture feedback from customers and employees. But did you know that it can also be used to collect feedback from suppliers? This is great because it gives you access to valuable insights that might not have been available before.

Embrace the journey of learning and growth in marketing research with insights from how I learned to stop worrying and love marketing research. Discover valuable lessons that can enhance your approach to understanding consumer behavior and preferences.


For many companies, this is the first time they’re heard about VoC software. But just like any other technology, it’s a tool that can help you improve your business if you use it right. 

By using VoC software to gather qualitative data without calling customers directly, you can create a better customer experience and increase your revenue in the process.

Further Reading

Explore more resources to deepen your understanding of qualitative data collection and analysis:

Managing and Analyzing Qualitative Data: Learn effective strategies for handling and interpreting qualitative data to extract valuable insights.

Qualitative Data Collection Methods: Discover a variety of methods used to collect qualitative data, each offering unique perspectives on consumer behavior and preferences.

Essential Qualitative Data Collection Methods: Explore fundamental techniques for gathering qualitative data that can help shape your marketing strategies and research endeavors.


How can I manage and analyze qualitative data effectively?

Managing and analyzing qualitative data requires careful consideration of data organization, thematic analysis, and interpretation. Utilizing software tools designed for qualitative data analysis can streamline the process.

What are some common methods for collecting qualitative data?

Qualitative data can be collected through methods such as interviews, focus groups, observation, and content analysis. Each method offers unique insights into consumer perspectives and behaviors.

How do qualitative data collection methods differ from quantitative methods?

Qualitative data collection methods focus on understanding the underlying meanings, motivations, and experiences of individuals, while quantitative methods primarily involve numerical measurements and statistical analysis.

What are the benefits of using qualitative data in market research?

Qualitative data provides rich and nuanced insights into consumer attitudes, emotions, and motivations that quantitative data might not capture. It adds depth to your understanding of consumer behavior.

How can I choose the most appropriate qualitative data collection method for my research?

Selecting the right qualitative data collection method depends on your research goals, target audience, and the type of insights you seek. Consider factors such as the depth of information needed and the resources available for data collection and analysis.