The Hustle Episode #1 by The Startup Playbook
Ainslie Williams (Co-founder Qualie) on asking the right questions
We're uncovering customer truth with emotional power and statistical confidence by combining the magic of qual with the objectivity of quant. We showcase the market’s opinion, not market researchers. In their voices, not ours.
You're getting direct insight on your material from the audience’s chosen spokespeople, in a sharp video-based debrief showcasing the consensus opinion supported by key stats on critical measurements.
Our research platform is used by governments, multinationals, comms agencies and start ups across a variety of sectors and geographies. We provide on demand full service consulting projects as well as tailored DIY research templates at a range of price points and subscription types.
It's a beautiful thing to hear people's truths told well and to see the positive impact that can have on organisations. Qualie was born out of that simple idea... one I've believed in all my working life in market research and advertising - to present the truth with emotional power. Because even the largest organisations are made up of people trying to make sense of the world they find themselves in. And they need to understand who it is they're interacting with - customers, stakeholders, audience - not just as numbers, but as people like - or unlike - them. I find building a tech platform in the service of emotional truth to be fun, challenging and forever absorbing.
Born curious. An insatiable appetite to know why. I've turned this into a commercial benefit for companies in Australia and the UK over the past 18 years. And now with Qualie I've turned the why back on myself, the industry. Why aren't we updating how qual is done? Why can't there be a better way?
Great research has impact. It inspires people and organisations to create change. Providing a platform for the most powerful and representative voices to be heard benefits business and customers. And it all starts with respect and treating people as human not data points.
With a passion for technology, Qualie has challenged all that I believed possible with combining tech and human reactions.
When I first heard what Qualie was to do, my left-sided analytical mind thought it wouldn't be possible. However, when we sat down and analysed the processes that a researcher goes through, it became clear that there were algorithms that a researcher used, often sub-consciously, when running and analysing qualitative data.
Through a truly test-measure-learn approach, we've honed and improved those initial discoveries into concrete processes and algorithms, in order to introduce an absolutely groundbreaking qual-quant hybrid insight platform to the market research world.
I'm a serial tech startup founder, investor, and Executive Chairman of global athlete analytics leader Catapult Sports.
My specialties include internet/digital, innovation, SaaS, analytics, technology, sportstech, rapid growth startups, acquisitions, growth capital, strategic advice, overseas expansion (US, UK, EU), medical, healthcare.
Research Director - UK & Europe
I’ve built a career over 25 years in Research and Advertising and I’ve always loved Qual research.
A large part of that appeal is bound up in the challenge of exploring - of getting beneath the surface of what makes people and brands tick: going beyond the obvious, peering through the cracks in search of the ‘why?’, not just the ‘what?’ The little nuggets that all add up to make a big difference. The things that numbers alone can’t tell you.
That’s why Qualie is so exciting. It’s a bold, new and genuinely innovative tool, combining the texture of Qual and the rigour of Quant in one simple package that can work across different countries and languages. I’m really enjoying introducing this unique platform to clients in the UK and Europe.
I love that great insight helps brands create and deliver better product and service experiences, which in turn positively impacts everyday people.
To win hearts, minds, and wallets; brands need to know WHY people head towards them, or away from them. That’s what Qualie provides.
While I could be defined as a ‘quant’ researcher, all researchers know that the most effective research sits somewhere at the intersection of both quant and qual - and that’s what makes Qualie so exciting.
As a market research tragic and technology entrepreneur, Qualie provides me with the perfect way to help create better outcomes for companies, brands, and people.
I joined Qualie’s team on May 2017. Since then I've been busy designing, engineering and implementing the Qualie core system. I hold a Master's degree in Enterprise Architecture from Griffith University. In my spare time I enjoy flying remote control planes and playing soccer and table tennis with my kids, Wisam and Maya.
I have always believed in constant and rapid iteration to create seamless participant experiences and rapidly scale businesses. I am excited to be part of Qualie's expansion, and I love the challenge of incorporating every lesson learned and piece of feedback into making Qualie's processes ever more lean and efficient.
Qualie is revolutionising how companies and SMEs gather insights from their customers by combining qualitative and quantitative data in a powerful tech platform, and I am thrilled by the challenge of running projects that deliver the best quality to clients.
I have worn many hats throughout my career since starting in 2002 as a graphic designer for a mobile content company. Since then I have transitioned into software development, starting with Classic ASP and ASP.NET coding in VB, before moving into Java, Oracle databases and *nix systems.
It excites me, as a Software Developer, to work on a platform like Qualie because it is a game changer in the research industry as it provides companies a better way to collect both qualitative and quantitative data from their customers.
Just some of our backers. The who's who in SaaS, Mobile Tech & Corporate Transactions
Former director & co-founder Outware Mobile. Australia’s leading mobile software company Outware Mobile. Specialising in developing Apps that are intuitive, effective and engaging.
Founder and Managing Director of EM Advisory. Expert in corporate advisory and technology transactions with a focus on building Australian organisations into global technology companies
CEO of myprospertiy and former CEO of Xero. Expert in rapidly scaling b2b SaaS platforms.
Ainslie Williams (Co-founder Qualie) on asking the right questions
“It’s been really good and I think using video in this way allows me to gain a better understanding of who I am and why I might feel the way I do” - Charlie 18
As every founder starting out with an idea is – or should be – told, market research and customer validation are critical in developing a product or service that solves consumer problems and suits their needs.