QualifyAI is Now Voice-Enabled

Firefish is excited to announce that its bespoke AI solution, QualifyAI, is now voice-enabled. 

QualifyAI is Firefish’s AI-powered qualitative tool that gives you senior consultant thinking, at the speed of AI.

It is expert-led, meaning it pairs trained AI moderators – who conduct interviews with dozens or hundreds of people in a matter of days across markets and languages – with Firefish experts – who design the guide, fine-tune the set-up, engage with the data and interpret the results. The outcome is not a raw data dump, but a sharp, strategic Firefish perspective, with a clear direction on what to do next, and a debrief to discuss the implications.

For insights professionals and researchers, voice-enabled QualifyAI transforms qualitative research by capturing richer data with minimum friction. Voice naturally invites participants to elaborate, develop their point of view, and reveal nuances and emotional context that typed responses often miss. The impact is measurable: voice respondents contribute over 2x as much insight as those who type.

QualifyAI recently won the ESOMAR 2025 Award for Excellence in Global Research and is shortlisted for two MRS Awards: Research Live Best New Venture and Research Live Innovation of the Year. These accolades validate QualifyAI’s position as an industry-leading research innovation.

Adrien Weinert, Head of AI Research, expressed excitement for this milestone: “We’re at the forefront of AI innovation, but we know the real magic happens when AI and human expertise work together. And now, QualifyAI is voice-enabled, making us even more human, as we’re able to collect the subtle nuances of human expression – the hesitations, the tone, and much more – all that gets missed when typing. As we like to say, QualifyAI is the only AI tool that’s not really about AI.”