Managing tight budgets while delivering high-quality qualitative research can feel like a juggling act for agencies. Tools that streamline processes, reduce costs, and maximise ROI are essential for staying competitive but can often come with a cost. Add a few of these into your tech stack, and the bottom line is getting further away from profitable.
It’s a conundrum that leaves many asking: is there a way to cut costs without cutting corners?
A recent Deloitte report highlighted the transformative potential of AI-driven solutions, showing that two-thirds of organisations are increasing investments after seeing strong value to date, with 42% reporting efficiency, productivity, and cost reduction as their most important benefits achieved.
However, if you can include these in your suite at minimal or even no cost, then the benefits will be multiple. In addition, with a larger budget, there are opportunities to invest in tools that will make a marked difference and impact, both financially and on the quality of your research.
Here are 10 great tools that can do just that.
- Google Forms
Google Forms is a free, easy-to-use tool for creating surveys and collecting data, making it an excellent choice for qualitative research. Its intuitive interface enables team collaboration in real-time, and its seamless integration with Google Sheets simplifies data analysis. For agencies on a budget, it eliminates the need for costly survey software, ensuring qualitative research remains cost-effective.
How it saves time and money:
- No subscription costs for surveys
- Automates data export to Google Sheets, saving hours on manual data entry
Key Features:
- Real-time team collaboration
- Customisable templates
- Automated data export to Google Sheets
Pricing: Free
Learn more: https://www.google.com/forms/about/
2. Typeform
Typeform’s sleek, modern design is ideal for qualitative research, encouraging higher participant engagement rates. With conditional logic, researchers can create dynamic, personalised surveys tailored to their audience. The platform’s integrations with CRM tools enhance workflows, reducing manual input and administrative overhead for qualitative research projects.
How it saves time and money:
- Increases participant response rates, maximising the value of outreach
- Simplifies survey design with pre-built templates and conditional logic
Key Features:
- User-friendly and engaging interface
- Supports multimedia questions (images and videos)
- Connects with over 500 apps
Pricing: Premium plans start at £21/month
Learn more: https://www.typeform.com
3. NVivo
NVivo is an advanced tool for qualitative research. It allows researchers to analyse unstructured data such as interviews, focus groups, and social media content. Its coding and thematic analysis tools help uncover patterns and insights quickly, saving time and resources for qualitative research teams.
How it saves time and money:
- Cuts analysis time significantly with automated text search and coding
- Enables in-depth analysis, reducing the need for external data analysts
Key Features:
- Imports text, audio, video, and social media data
- Advanced text analysis and visualisation tools
- Compatible with both Windows and Mac
Pricing: Academic licenses start at £100/year; commercial plans vary
Learn more: https://www.qsrinternational.com/nvivo-qualitative-data-analysis-software/home
4. Condens
Condens is a platform for managing and analysing qualitative research data. It enables researchers to centralise notes, transcripts, and media files, allowing for efficient coding and insight generation, which is essential for qualitative research projects.
How it saves time and money:
- Reduces transcription costs with built-in automated services
- Cuts down analysis time with easy tagging and coding functions
Key Features:
- Automated transcription services
- Tagging and coding functionalitiesCollaborative workspaces for team analysis
Pricing: Free trial available; premium plans start at £25/user/month
Learn more: https://condens.io
5. MAXQDA
MAXQDA is a comprehensive software for qualitative and mixed methods research. It supports the analysis of various data types, including text, audio, video, and images, making it suitable for diverse qualitative research projects. Its intuitive interface and powerful visualisation tools assist researchers in uncovering insights efficiently.
How it saves time and money:
- Facilitates efficient data analysis with advanced coding features
- Offers flexible licensing options to accommodate different budgets
Key Features:
- Supports multiple data formats
- Advanced visualisation tools
- Mixed methods analysis capabilities
Pricing: Perpetual License: Starting at €590 (approximately £510)
Learn more: https://www.maxqda.com
6. Lookback
Lookback is a tool designed for usability testing and qualitative research. It allows researchers to remotely observe participants in real-time, providing valuable insights without the need for in-person sessions, making it a flexible and cost-effective choice for qualitative research.
How it saves time and money:
- Eliminates travel costs by enabling remote usability testing
- Allows for quick and efficient feedback collection
Key Features:
- Real-time observation during sessions
- Screen and audio recording features
- Simple sharing of session highlights
Pricing: Plans start at $25 per month (approximately £20)
Learn more: https://lookback.io
7. Miro
Miro is a collaborative online whiteboard platform ideal for visualising qualitative research findings. Researchers can use it to map themes, create journey maps, or collaborate with team members in brainstorming sessions. Its flexibility makes it an excellent supporting tool for qualitative research without conflicting with transcription or analysis features.
How it saves time and money:
- Facilitates team collaboration on research themes, reducing meeting times
- Provides a free plan with a good amount of visualisation tools, cutting costs of other software
Key Features:
- Digital sticky notes for thematic analysis
- Templates for journey mapping and affinity diagrams
- Real-time collaboration for remote teams
Pricing: Free Plan: £0 per user per month
Starter Plan: Approximately £8 per user per month (billed annually)
Business Plan: Approximately £16 per user per month (billed annually)
Learn more: https://miro.com
8. Airtable
Airtable combines spreadsheets and databases, making it a versatile solution for organising workflows and data in qualitative research. Its customisable features allow researchers to adapt it to any project, streamlining tasks and reducing the need for multiple tools in qualitative research workflows.
How it saves time and money:
- Automates repetitive tasks, freeing up time for analysis
- Consolidates multiple tools into one platform, reducing subscription costs
Key Features:
- Flexible data views (grid, calendar, Kanban)
- Integration with apps like Slack and Zapier
- Automation for repetitive tasks
Pricing: Free Plan: £0 per user per month
Plus Plan: Approximately £8 per user per month (billed annually)
Pro Plan: Approximately £16 per user per month (billed annually)
Learn more: https://airtable.com
9. Trello
Trello is a project management tool that supports the planning and organisation of qualitative research projects. While not specifically built for research, its task management features make it a valuable asset for keeping qualitative research workflows on track.
How it saves time and money:
- Reduces project delays with clear task tracking and deadlines
- Minimises the need for multiple management tools
Key Features:
- Customisable boards and task cards
- Automation features for workflows
- Integrates with apps like Google Drive and Slack
Pricing:
Free Plan: £0 per user per month
Standard Plan: Approximately £5 per user per month (billed annually)
Premium Plan: Approximately £10 per user per month (billed annually)
Learn more: https://trello.com
10. Aida by Beings.com
Aida is a tool specifically created for qualitative research. It automates repetitive tasks like transcription, anonymisation, and tagging, freeing researchers to focus on deeper analysis and insights. This ensures that qualitative research projects are both time—and cost-efficient.
How it saves time and money:
Automates transcription, reducing the need for manual services
Helps ensure compliance with GDPR, avoiding potential fines
Allows less experienced researchers to do more complex tasks with minimal additional input
Key Features:
- AI-powered analysis tools
- GDPR-compliant data handling
- Collaborative tools for teams
Pricing: Free demo available; pricing on request
Learn more: https://beings.com/contact/
Maximise ROI with Affordable Tools
Affordable market research tools allow agencies to balance cost-efficiency with high-quality results. By choosing the right tools, you can streamline processes, reduce repetitive tasks, and deliver deeper insights to clients without exceeding your budget. Tools like Aida offer free demos, making it easy to evaluate their benefits firsthand. Take the leap today and explore how these solutions can transform your research capabilities—while keeping costs in check.
