The service, developed as part of the Maru/Hub system, includes digital qualitative methodologies, moderation and AI-based analysis tools.

Clients can use it to create a “secure digital environment” for qual activities, according to Ged Parton, chief executive at Maru Group.

Users of the service can recruit participants from customer experience trackers, panel communities or Maru/Blue.

Tommy Stinson, managing director, Qualitative Center of Excellence at Maru/Matchbox, said: “Respondents can create image collages from our pre-coded library supported by our visual semiotics database, or we can ask participants to share behaviours through our media upload options.”