The Hustle Episode #1 by The Startup Playbook

Ainslie Williams | 11.2017

Ainslie Williams (Co-founder Qualie) on asking the right questions

First published by Rohit Bhargarva The Startup Playbook - 30 Nov 2017

My first guest for the first episode of The Startup Playbook Hustle is Ainslie Williams, the cofounder of Qualie.

Ainslie has spent the last 17 years honing her craft as a qualitative researcher before jumping into her first startup, Qualie, a video-based online qualitative research company. Qualie combines qualitative techniques with quantitative numbers to deliver the “compelling consensus” on any proposition being tested.

Within a year of launching, the startup has signed up some major clients as well as raising $750,000 in funding from former Xero boss Chris Ridd, Unlockd founder Matt Berriman and Catapult Sports Chairman and Playbook Media Director Adir Shiffman.

In this episode we talk about:

  • How to ask the right questions
  • The importance of market expertise
  • Finding the right foundation clients
  • Advice for fundraising
  • The benefits of a distributed team



Qualitative Research


Ainslie Williams


Local startup Qualie disrupts market research

Luminaries of the Australian research scene, Rob Marjenberg and Ainslie Williams (pictured above), have launched an online platform designed to make qualitative insight fast and affordable.

Learn more ->

Market Research startup Qualie is automating the focus group process online

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.

Learn more ->

The power of video to bring us closer to ourselves

“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

Learn more ->