group product · live qualitativeThe interview happens live — and you watch from behind the glass.
QualiTAP conducts live qualitative interviews, by phone or video: the respondent schedules the time via WhatsApp, the AI moderator Helena interviews at the agreed time, you observe in real-time, and the analysis is ready at the end of each conversation.
For those who want to be present in the interview — hear the tone, see the reaction, and be able to send a question in the middle.
stage 03Talk in depthsee the treadmill
- channel
- phone or video
- regime
- live, by appointment
- invitation
- conduction
- Portuguese, Spanish, and English
companies and institutions that have already run fieldwork on the panel
What it solves
In-depth interview is the richest research method and the most difficult to operate. The bottleneck is rarely the script.
Half the project is scheduling
Invite, confirm, reschedule, remind. Here, this happens automatically via WhatsApp: the person chooses date and time on their phone, receives a reminder, and reschedules by replying to a message.
The moderator is the ceiling of the study
A human moderator conducts a limited number of interviews per day and gets tired. Helena is available at any time, and the number of conversations no longer depends on one person's schedule.
The contractor stays out of the field
Normally the client receives the recording afterwards. In the War Room, you watch the interview happening, read the live transcription, and inject an extra question without interrupting the conversation.
Analysis takes longer than fieldwork
Transcribe, code, choose quote. Each interview closes with a summary, categories, sentiment, verbatims, and the codebook assembled.
How it works, in practice
Six steps, from script to analysis — and none of them require someone on the line.
Create the script
With AI or by hand: questions, anticipated deep dives, and conditional interview flows.
Invite via WhatsApp
Import your contact list and send out invitations. The invitation can include or exclude a financial incentive.
The respondent schedules alone
A WhatsApp link lets the person choose date and time via mobile. Confirmation, rescheduling, and cancellation happen by message.
Helena starts the interview
At the scheduled time, the call or video call starts without any manual intervention.
You observe in the War Room
Respondent video and live transcription, with multiple observers simultaneously — and a field to inject a question without interrupting the speaker.
The analysis comes ready
Transcription, categories, sentiment, and report generated at the end of the conversation, one per interview.
What the platform does
Three fronts: scheduling that no one wants to operate, conduction, and reading.
Scheduling via WhatsApp
Invitation with scheduling link
The person receives the invitation and chooses the date and time on their own phone.
Automatic reminders
Before the interview, more than once, so that the scheduled time doesn't become a no-show.
Reschedule by replying to the message
Whoever writes "reschedule" receives a new link immediately — without anyone from your team in between.
With or without incentive
The invitation may or may not carry financial reward, depending on the audience.
The moderator
Conducts by phone and video
Two channels, chosen by study and audience — and available at any time.
Paraphrases and deepens
She rephrases what she heard, pulls the thread of the answer, and doesn't lose track of the script.
Adjustable tone and persona
Formal, casual, technical, or empathetic — and the moderator's persona is defined by project.
Three languages
Portuguese, Spanish, and English.
War Room and room
Watch without being seen
Real-time respondent video and live transcription, with multiple simultaneous observers.
Inject question
You send an extra question during the conversation, and it enters without interrupting the speaker.
Real-time sentiment
Emotional reading accompanies the interview as it happens.
Cloud recording
The room records automatically; nothing depends on someone remembering to press the button.
What you receive
Each interview generates its own report, ready to present.
Executive summary
The essence of the conversation in a few sentences, for those who won't listen to the recording.
Categories and verbatims
The themes identified in the conversation and key quotes, with the moment they originated.
Sentiment throughout the interview
The emotional trajectory of the conversation in a graph — where it went up, where it went down, and about what.
Collaborative codebook
Shared coding among analysts, with a measure of agreement between coders.
Export and clipping
The material comes out in PowerPoint and Word, and the audio snippets are clipped.
What the QualiTAP doesn't make
Hiring the wrong tool costs time on both sides. These are the real limits — and none of them are accidental: it's where another product begins.
- It is not asynchronous. The interview has a scheduled time, and the respondent needs to be available then. If your audience doesn't stop to talk, the format is ZapTap.
- It's not a focus group: Helena talks to one person at a time. The observers are many, not the interviewees.
- It's not a respondent panel. The list is yours; if it doesn't exist, recruitment is contracted with Painel TAP.
- It does not tabulate quantitative data — cross-tabulation, statistical testing, and wave comparison are done by AnáliseTAP.
- It doesn't write your script alone instead of the research decision: the AI helps to assemble, but what you want to discover remains yours.
Where it touches others
You can hire only this product, or the entire research. These are the points where one delivers the work to the other.
Qualitative recruitment — finding and confirming who fits the interview profile — is what this house has been doing for years, and is contracted separately.
Same stage of the pipeline, another channel: when scheduling is what holds up the study, the conversation becomes asynchronous on WhatsApp.
When the qualitative precedes or succeeds a survey, the quantitative base is read in AnáliseTAP.
Frequently asked questions
What the team hears most about QualiTAP before closing scope.
Who conducts the interview?
Helena, the group's AI moderator. She conducts interviews by phone or video, in Portuguese, Spanish, or English, with tone and persona defined by the project.
Can I interfere while the interview is happening?
Yes — that's what the War Room is for. You follow the video and transcription live and send an extra question, which enters the conversation without interrupting the respondent. More than one person can observe at the same time.
How does the respondent schedule the time?
Via WhatsApp. They receive the invitation with a link, choose the date and time on their phone, and are reminded before the interview. To reschedule, simply reply to the message.
What comes out at the end of each interview?
Executive summary, theme categories, the sentiment trajectory of the conversation, verbatims, the codebook with inter-coder agreement measure, and audio clipping. Export is in PowerPoint and Word.
Do I need to have the respondents?
If the list is yours, the invitation goes directly to it. If not, recruitment by study profile is contracted separately with Painel TAP.
What's the difference from ZapTap?
The channel and the regime. QualiTAP is live, by phone or video, with a scheduled time and you watching. ZapTAP is asynchronous, within WhatsApp, and the person responds when they can. Both are the same stage of the conveyor belt and the same moderator.
If you are still understanding the method
This page is about a product. The part that explains the method is on the blog, written with the detail it deserves.
Qualitative research method: get to know the in-depth interview
The method behind the product, explained from the beginning.
Read the articleData analysis in qualitative research: see how AI can help
How to read open material without turning reading into guesswork.
Read the articleQualitative research in market research
When qualitative answers better than numbers — and when it doesn't.
Read the article
Tell us your project and we'll tell you if the QualiTAP is the right piece
You can hire only this product, or the entire research — sample, application, in-depth conversation, and analysis. Describe the study and the team will respond with which steps make sense for it.
- The study's objective in one sentence: what decision the result will support
- The audience you need to hear from, even if still in draft
- If the contact list already exists or if the sample comes from the panel