The future of qualitative research 

Get an unvarnished view of public opinion

For too long, qualitative research has meant high costs, slow turnaround, and groupthink. But now, Change Research is bringing qualitative research into the 21st century, with Voices.

Voices reaches people with tools they use every day, SMS and video calls, to enable thoughtful dialogues that elicit deep insights. Voices consists of two tools:

Voices Chats reach participants where they are—on their phones and on the move.


Chats enable casual, nimble conversations over text that provide a deep and unfiltered account of public opinion.


Voices IDIs bring the traditional in-depth interview into the future.


In-depth interviews (IDIs) are the perfect solution when you need to have a thorough conversation or to see how a participant reacts, all while avoiding the pitfalls of a focus group.


Explore how your audience really feels, with Voices.

Get in touch with our team to learn more.

2024 Reed Awards Winner:
Best New Research Technique 

Voices in action

The big debate leading up to the 2022 Midterms centered on abortion: How big of an issue will abortion prove to be? Will outrage hold? Will focus return to the economy? Will voters stay home?

Using several novel approaches, we explored these questions with Voices, aiming to understand how significant abortion was proving to be for both high- and low-propensity voters.

Using our proprietary abortion support model, we precisely identified and recruited women who were likely to support abortion and who were either low or high-propensity voters. Participants then took part in Voices Chat interviews and IDIs, where we explored how it felt to be an American today, what kind of change they were looking for, and which issues they weighed most heavily as they decided if and how to vote. 


Scroll through the presentation below to hear directly from research participants and review our findings.

Voices Advantages


Instead of a one-size-fits-all approach, Voices allows you to choose only what you need, when you need it.

You can use Chats and IDIs together, standalone, or in combination with other offerings to get a 360-degree view of your topic. You can return to the same participants multiple times to track their opinions or get feedback on new assets. 


With Voices, never worry about groupthink again.

Voices enables in-depth 1-on-1 time with every individual, allowing us to tailor questions, build trust, and explore every participant’s thoughts and feelings, even on sensitive topics.


We recruit participants and use outreach methods—social media, texting, and video chat—that seamlessly integrate into folks’ day-to-day lives.

This allows us to keep costs down and ensures the folks we speak to are truly reflective of the average individual.

Compare to Focus Groups

Voices is the new innovation in qualitative research. See the difference between traditional focus groups and Voices.

Get in touch with our team to learn more.

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