group product · qualitative on WhatsAppThe in-depth interview takes place on WhatsApp, at the respondent's own pace.
ZapTAP conducts qualitative research within WhatsApp: the AI moderator Helena talks to each respondent via audio, video, or text, deepens when she feels there's more to understand, and returns the analysis with the clip that proves each finding.
For those who need the depth of an interview but can't schedule a time with the audience they want to hear from.
stage 03Talk in depthsee the treadmill
- channel
- regime
- asynchronous
- response
- audio, video or text
- conduction
- Portuguese, Spanish, and English
companies and institutions that have already run fieldwork on the panel
What it solves
Good qualitative research is expensive in terms of schedule, not ideas. What usually hinders an in-depth study is almost always one of these four things.
Nobody has an hour free for your interview
Scheduling sessions with real audiences is what delays qualitative research the most. Here, nothing is scheduled: the person receives the conversation on WhatsApp and responds when they can — in the morning, on the bus, at night.
Open-ended form is not an interview
Free text field returns one line per person. Helena converses: she reads the answer, perceives what was left unexplained, and asks again, right there.
The finding cannot be defended
"The perception is that the brand is trustworthy" doesn't survive a meeting. Every ZapTap finding comes with the audio or video of the exact moment that originated it.
After the field, everything still needs to be assembled
Transcribe, code, choose quote, assemble slide. The study closes with themes, verbatims, sentiment, an executive readout, and a PowerPoint deck.
How it works, in practice
You define the objective. The dispatch, conduction, and analysis are handled by the platform.
Create the script
Start from a library template, let AI generate from your objective, or build from scratch. You can attach images and videos as stimuli.
Distribute
Send via WhatsApp to your list — or connect a panel via link, with screening and quota control before the conversation begins.
Helena conducts
She converses on WhatsApp, deepens responses, and stays focused on the topic, at each person's pace. Anyone who strays from the subject is brought back without losing the question.
Insights and readout
Themes, quotes, sentiment, and an executive readout are ready when the study closes — with the clips behind each finding.
What the platform does
Three study formats — single session, multi-day diary, and A/B variant testing — run on the same conduction engine. These are the resources, by the stage at which they act.
Capture
Audio, video or text
The respondent chooses the most natural format for them — and that's how tone and nuance come along with the content.
Automatic transcription
All audio and video turn into searchable text, without anyone pressing a button.
Native buttons and lists
Closed questions become WhatsApp's own buttons and lists: people tap instead of typing.
Questions that become numbers
Choice, multiple, scale, NPS, MaxDiff, and Van Westendorp within the same study — the quantitative alongside the speech that explains it.
Analyze
Evidence clips
Each finding comes with the actual audio or video clip that proves it. That's what you take to the meeting.
Themes, quotes, and sentiment
Patterns, verbatims in the respondent's voice, and emotional climate, organized as soon as conversations end.
Highlight reel
The best moments of the study in sequence, ready to present.
Emotion and tone reading
Voice and video analysis captures what transcription alone does not say.
Decide
Live monitoring
Responses arriving in real-time, with the pulse of the study while the field is open.
Interact with the study
Ask in natural language and receive a substantiated answer, with source citation within the material itself.
Memory
The same question, asked to the brand's entire research history, not just the current study.
Distribute with quality
Screening and quota
Qualify before spending the interview and control how many responses per profile, within the tool itself.
Panel by link
Connect a panel by link and token, with returns for complete, quota full, and disqualified.
Reward via PIX
Participants are paid automatically, which sustains the response rate.
What you receive
The study doesn't end with a folder of audios. It ends with ready-to-use material.
Executive readout
A ready-to-read document as soon as the study closes, with embedded clips — no one assembling slides.
PowerPoint Deck
An editorial deck with the study's history, graphs, and your visual identity, ready for the meeting.
Public link
The shareable readout with the client, with the evidence clips playing within it.
Clips, verbatims and themes
The audio or video behind each finding, the quotes in the respondent's voice, and the themes with the associated sentiment.
What the ZapTap 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 a live interview. The conversation is asynchronous, at the respondent's pace. If you need to watch the interview happening and intervene, the product is QualiTAP.
- It's not a respondent panel. The list is yours, or the panel comes via a link — including the Painel TAP one, contracted separately.
- It does not replace a quantitative survey with a representative sample. It quantifies within the study itself, but a large field with a closed quota is another operation.
- It does not perform cross-tabulation of survey data or statistical testing between columns: that is AnáliseTAP.
- There is no human moderator on the line. Helena conducts it — which gains in scale and availability, and it's good to know before hiring.
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.
When the study's audience is not on your list, recruitment comes from the panel — including by link, with screening and quota already within ZapTap.
Same stage of the pipeline, another channel: if the conversation needs to be live, by phone or video, with you observing, it's QualiTAP.
When the qualitative study runs alongside a quantitative one, the survey base is read in AnáliseTAP and the two readings converse.
Frequently asked questions
What the team hears most about ZapTap before closing scope.
Does the respondent need to install anything?
No. The conversation happens on the WhatsApp they already use, and closed questions appear as native buttons and lists — they tap instead of typing.
Is there a person moderating on the other side?
No. Helena, the AI moderator, conducts it: she deepens in real-time, recognizes when someone goes off-topic, and brings the conversation back. You follow the responses arriving live.
Do I need to have the list of respondents?
You can send to your own list on WhatsApp or connect a panel via link and token, with screening and quota control before the conversation begins.
Can I pay participants?
Yes. The PIX reward is automatic at the end of participation, which helps close the field with an audience that truly responds.
In what languages does the moderation work?
Portuguese, Spanish, and English, with the same moderation rigor — which allows running a regional study within a single project.
How do I defend the finding in a meeting?
With the clip. Each finding carries the audio or video snippet that originated it, and the quote comes in the respondent's voice, with associated theme and sentiment.
Is it suitable for accompanying someone for several days?
Yes, it is. In addition to the single session, there is the diary format: Helena accompanies each person over several days, with a task per day, and everything is consolidated at the end. And there is A/B, to run the same research on concept or stimulus variants and compare side-by-side.
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.
WhatsApp research: how to create and choose the ideal platform
What to look for in a WhatsApp survey before choosing who to run with.
Read the articleQualitative research in market research
If you are still deciding between qualitative and quantitative, start here.
Read the articleOnline data collection: qualitative and quantitative methods
The two approaches side by side, to choose the design before the supplier.
Read the article
Tell us your project and we'll tell you if the ZapTap 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