When it comes to creating a stellar customer experience program, your ability to tap into rich, narrative-driven feedback from customers is invaluable. Numbers and scores, like NPS and CSAT, tell you what’s happening, but qualitative insights explain the why.
That’s where the right qualitative data analysis software comes into play. The tools you choose are vital to unlocking the full potential of your customer insights program. With the right software, you’re not just collecting data – you’re uncovering deep, actionable insights that can drive meaningful change.
Whether you’re in the market for a new tool or looking to set up for the first time, selecting a robust and effective platform can transform the way you analyze and act on customer feedback.
In this article, we’ll explore the 17 best qualitative data analysis tools. We’ll provide insights into the unique features, pros, and cons of each software. so you can get a clear picture of which tool will best suit your customer feedback goals.
Table of contents
What is Qualitative Data Analysis Software?
Best 17 Qualitative Data Analysis Software & Tools
Choosing the Best Qualitative Data Analysis Tool for Your Needs
What is Qualitative Data Analysis Software?
Qualitative data analysis software is a specialized tool designed to help researchers and insights teams manage, analyze, and interpret non-numerical data. Unlike quantitative data, which focuses on numbers and statistics, qualitative data includes text, audio, video, and other forms of narrative feedback. These tools are essential for customer insights teams looking to understand the deeper sentiments, motivations, and opinions behind customer behavior.
As a Head of Customer Insights, you need a rich source of customer feedback to improve your Voice of the Customer (VoC) program. You might have a ton of open-ended survey responses, focus group transcripts, and social media comments, but these are only valuable if you can make sense of all the insights in context. The challenge is making sense of it all. Qualitative data analysis software helps you organize and code text data, identify themes, and analyze patterns that reveal what customers truly think and feel about your products or services.
Leveraging these tools, you can better turn raw data into actionable insights, improve customer experiences, and influence key metrics like NPS and CSAT. Essentially, qualitative data analysis software bridges the gap between data collection and strategy, enabling customer insights professionals to translate customer voices into tangible business improvements.
Best 17 Qualitative Data Analysis Software & Tools
In this section, we’ll explore the 17 best qualitative data analysis software and tools. These options cater to various needs and budgets, helping you uncover deep insights from qualitative data. Let’s dive in!
1. Kapiche
Kapiche is a powerful platform designed to analyze qualitative data efficiently, helping organizations gain deep insights from customer feedback. With its AI-powered auto-theming capabilities, Kapiche enables insights teams to extract themes and patterns quickly, transforming unstructured data into clear, actionable information.
Best For: Ideal for insights teams aiming to improve customer experience programs, analyze large volumes of open-ended survey responses, and track key metrics like NPS and CSAT over time.
Notable Features:
AI-powered auto-theming for fast and accurate qualitative analysis
Integration with multiple data sources (surveys, CRM, social media)
Real-time dashboard and reporting capabilities
Sentiment analysis to gauge customer emotions and trends
Collaborative tools for team analysis and feedback sharing
Pros: Kapiche excels in its user-friendly interface and powerful AI capabilities, making it a top choice for insights teams who need accurate and efficient analysis. It also integrates well with other customer feedback systems, allowing for a seamless experience.
Cons: While Kapiche offers a comprehensive set of features, smaller teams or those with limited budgets might find it on the higher end of the price scale, making it more suitable for mid-sized to large enterprises.
2. NVivo
NVivo is a well-known software for qualitative data analysis, providing researchers with robust tools to organize and analyze unstructured data, including text, video, and audio files. It’s a versatile platform used across industries like healthcare, education, and customer insights.
Best For: Ideal for teams handling mixed-methods research, combining qualitative and quantitative data to draw comprehensive insights and trends.
Notable Features:
Supports various data formats, including text, video, and images
Coding tools to identify themes and patterns efficiently
Advanced visualizations to explore relationships within data
Integrations with reference management tools like EndNote
Collaboration features for team-based projects
Pros: NVivo offers extensive capabilities for handling complex datasets and visualizing results, making it a go-to for researchers needing flexibility. The platform is widely used, ensuring plenty of resources and support for users.
Cons: NVivo’s extensive features can come with a steep learning curve, particularly for new users. The software’s pricing may also be a barrier for smaller teams or organizations.
3. Thematic
Thematic is a powerful qualitative data analysis tool designed to help organizations derive insights from large volumes of customer feedback data. With a focus on scalable text analysis, Thematic uses advanced natural language processing (NLP) algorithms to automatically identify themes and sentiments within qualitative feedback, such as open-ended survey responses, reviews, and social media comments. This makes it easy for teams to spot trends and patterns, leading to better data-driven decisions.
Best for: Businesses that need to analyze high volumes of customer feedback quickly and accurately to uncover key trends and drivers of satisfaction.
Notable features:
Automated theme and sentiment detection powered by NLP
Interactive dashboards with real-time insights
Integration with popular feedback channels and tools
Customizable reports with dynamic visualizations
Pros: Thematic is great for processing large amounts of qualitative data and presenting clear, visual insights that drive better decisions. It integrates with multiple data sources and automation capabilities.
Cons: Organizations with very niche or domain-specific feedback may need to invest time in customizing the analysis to ensure accuracy.
4. MAXQDA
MAXQDA is a qualitative data analysis tool tailored for both academic and commercial research. It allows users to organize, code, and analyze various data types, making it suitable for customer insights professionals looking to delve deep into customer feedback.
Best For: Suitable for researchers focusing on mixed methods and cross-media analysis, especially when working with customer surveys, social media, and interview transcripts.
Notable Features:
Textual, visual, and audio data analysis support
Tools for building word clouds and visualizations
Team collaboration options for seamless project management
Built-in transcription features for audio and video files
Integration with platforms like Microsoft Office and Excel
Pros: MAXQDA stands out for its intuitive interface and variety of visual analysis tools, making it accessible even for those new to qualitative data analysis. The ability to analyze multimedia data efficiently adds to its versatility.
Cons: Although user-friendly, some advanced features require additional training to maximize their potential. Its cost may also be prohibitive for smaller organizations.
5. Dedoose
Dedoose is a cloud-based qualitative and mixed-methods research platform, making it perfect for collaborative teams working remotely. The software allows users to manage, analyze, and visualize data, providing flexibility for a range of qualitative research needs.
Best For: Ideal for remote teams who need a collaborative, cloud-based solution to work on qualitative data analysis projects simultaneously and in real-time.
Notable Features:
Real-time collaboration for teams across different locations
Intuitive interface for coding and analyzing textual and media data
Mixed-methods research support combining qualitative and quantitative data
Secure cloud storage for managing sensitive information
Visual data presentation tools for creating reports
Pros: Dedoose’s cloud-based nature makes it an excellent choice for teams that need to collaborate and access their projects from anywhere. Its interface is straightforward, reducing the learning curve for new users.
Cons: The platform's reliance on an internet connection may pose challenges for users in areas with limited connectivity. Additionally, some advanced features are only available with premium plans.
6. Chattermill
Chattermill is an AI-powered qualitative data analysis platform that focuses on centralizing and understanding customer feedback at scale. It integrates data from various channels—such as surveys, support tickets, social media, and reviews—to provide a holistic view of customer sentiment. By leveraging deep learning and AI models, Chattermill delivers actionable insights, helping businesses improve the customer experience and enhance key metrics like NPS and CSAT.
Best for: Insights teams seeking a single platform to aggregate, analyze, and track customer feedback from diverse sources to gain comprehensive insights.
Notable features:
Centralized platform for cross-channel feedback analysis
Advanced sentiment and emotion analysis
Customizable dashboards and real-time insights
Integration with various customer feedback platforms and CRMs
Pros: Chattermill’s strength lies in its ability to consolidate multiple feedback sources and provide deep insights into customer sentiment trends. Its AI models are robust, making it a great choice for scaling customer feedback analysis.
Cons: It may require an onboarding phase to fully integrate all relevant feedback channels and customize reporting metrics.
7. Atlas.ti
Atlas.ti is a comprehensive tool for qualitative data analysis, offering powerful capabilities to manage and explore textual, visual, and audio data. It’s widely used by insights teams and academic researchers alike, providing in-depth analysis options.
Best For: Perfect for professionals and academics who require a detailed exploration of large datasets, including customer feedback from interviews, surveys, and social media.
Notable Features:
Supports multiple data types (text, images, video)
Code and query tools for advanced pattern recognition
Visual network diagrams for relationship mapping
Team collaboration tools for joint analysis efforts
Integration with cloud storage for easy data management
Pros: Atlas.ti’s strong coding and visualization capabilities make it a preferred choice for teams dealing with complex data sets. The tool's flexible integrations also allow for streamlined project workflows.
Cons: While powerful, Atlas.ti’s extensive options may be overwhelming for users who prefer simpler tools. The pricing structure is also a consideration for smaller teams.
8. Quirkos
Quirkos offers a straightforward approach to qualitative data analysis, focusing on ease of use and visualization. It’s an accessible option for small to medium-sized teams or independent researchers looking for an affordable yet effective tool.
Best For: Best suited for small teams or individual researchers who prioritize ease of use and require a visual approach to coding and analyzing qualitative data.
Notable Features:
Drag-and-drop coding interface
Real-time data visualization tools
Easy import and export options for various file formats
Cloud and desktop versions available
Affordable pricing plans for small teams
Pros: Quirkos’ intuitive interface makes it simple for anyone, even without extensive training, to start coding and visualizing qualitative data quickly. It also provides affordable plans, making it accessible to smaller organizations.
Cons: While user-friendly, Quirkos may not have the advanced features needed by larger teams or those dealing with complex datasets. Its limited integrations may also restrict flexibility.
9. QDA Miner
QDA Miner by Provalis Research is a versatile qualitative data analysis tool with a focus on mixed-methods research. It’s suitable for customer insights professionals who need both textual and statistical analysis capabilities.
Best For: Ideal for insights teams handling a mix of textual and numerical data, especially when integrating feedback data with other quantitative metrics.
Notable Features:
Textual and statistical data analysis capabilities
Integration with WordStat for quantitative content analysis
Visual exploration tools for easy data mapping
Compatibility with various file formats, including Excel and Word
Collaborative options for team-based research
Pros: QDA Miner offers a comprehensive solution for those needing both qualitative and quantitative analysis, making it highly versatile. The platform’s visual tools are effective in mapping and understanding complex datasets.
Cons: QDA Miner’s extensive feature set may require training to fully utilize, especially for those new to mixed-methods research. Its interface may feel outdated compared to newer competitors.
10. Transana
Transana is a powerful tool for qualitative research, especially useful for analyzing video and audio data. It supports a wide range of research needs, from customer interviews to observational studies, providing insights teams with robust analysis capabilities.
Best For: Best for teams conducting multimedia research, such as interviews and focus groups, and needing a specialized platform for detailed coding and analysis of audio and video files.
Notable Features:
Multimedia support for video, audio, and text data
Timeline and transcript synchronization for easy navigation
Collaborative features for team analysis
Visual data mapping tools for pattern recognition
Integration with transcription services for automated workflows
Pros: Transana excels in handling multimedia data, making it a great fit for teams working extensively with video and audio files. Its timeline and transcription integration features streamline the coding process, enhancing efficiency.
Cons: Transana's multimedia focus may not suit all research types, especially for teams that rely primarily on textual data. The learning curve can also be steep for users unfamiliar with audio/video analysis.
11. HyperRESEARCH
HyperRESEARCH is a versatile qualitative analysis tool designed for researchers who need to code, analyze, and report on various data formats. It offers a wide range of capabilities for qualitative and mixed-methods research, making it suitable for insights teams focusing on comprehensive customer feedback.
Best For: Ideal for insights professionals who work with both qualitative and quantitative data, especially those needing a flexible platform for coding and analysis.
Notable Features:
Supports multiple data formats, including text, audio, and images
Mixed-methods research tools for integrating qualitative and quantitative data
Code mapping and visualization options
Built-in reporting features for creating detailed summaries
Cross-platform compatibility (Windows, Mac)
Pros: HyperRESEARCH provides a solid balance of coding and visualization tools, making it accessible to both beginners and experienced researchers. Its cross-platform compatibility also ensures accessibility for teams using diverse devices.
Cons: While offering a robust set of features, the software may appear dated compared to more modern tools, and its pricing might be high for smaller organizations.
12. Qualtrics XM
Qualtrics XM is an all-in-one platform for customer experience management, including tools for qualitative data analysis. While primarily known for its survey capabilities, Qualtrics offers advanced tools to analyze open-ended responses, making it a great choice for organizations looking for an integrated solution.
Best For: Perfect for teams needing a comprehensive customer experience management platform with built-in qualitative data analysis capabilities, including text and sentiment analysis.
Notable Features:
Advanced survey tools for capturing customer feedback
Text analysis and sentiment detection for qualitative insights
Integration with other CX data sources like social media and CRM
Automated reporting and visualization tools
Collaboration features for team-based analysis
Pros: Qualtrics XM’s integration capabilities allow insights teams to centralize their feedback data, enhancing the depth and efficiency of their analysis. Its text and sentiment analysis tools are also highly effective for qualitative research.
Cons: The platform’s extensive feature set may be overwhelming for users solely looking for qualitative analysis tools. Additionally, Qualtrics is typically priced for larger organizations, which may be prohibitive for smaller teams.
13. Taguette
Taguette is a simple, open-source qualitative analysis tool that’s perfect for those who need a lightweight and affordable solution. It offers essential coding and analysis features, making it suitable for smaller projects and teams with limited budgets.
Best For: Ideal for individual researchers or small teams seeking a cost-effective and user-friendly tool for basic qualitative data analysis.
Notable Features:
Simple and intuitive coding interface
Cloud and desktop versions available
Collaborative options for team projects
Compatibility with various file formats (PDF, DOCX, TXT)
Open-source and customizable for specific research needs
Pros: Taguette’s simplicity and affordability make it an excellent choice for smaller teams or independent researchers who need a straightforward tool for coding and thematic analysis.
Cons: While great for basic analysis, Taguette lacks advanced features like sentiment analysis or multimedia support, limiting its use for more complex projects.
14. WebQDA
WebQDA is a cloud-based qualitative data analysis software designed for collaborative research. It supports a variety of data types and offers tools for coding, categorizing, and visualizing data, making it suitable for teams that need to manage projects online.
Best For: Best for research teams that require a cloud-based solution to collaborate and manage qualitative data analysis projects efficiently.
Notable Features:
Cloud-based for remote team collaboration
Supports text, audio, video, and image data
Coding and categorization tools for structured analysis
Data visualization tools for pattern recognition
Secure platform for managing sensitive research data
Pros: WebQDA’s cloud-based approach is perfect for teams working remotely, offering flexibility and ease of access. Its collaborative tools also enhance project management efficiency.
Cons: WebQDA’s reliance on cloud access may be a limitation for users in regions with inconsistent internet connectivity. The tool may also lack some of the advanced features offered by competitors.
15. AQUAD 7
AQUAD 7 is a qualitative analysis software tailored for academic and professional researchers. It offers tools for coding, memo writing, and data visualization, helping teams organize and interpret qualitative data effectively.
Best For: Suitable for academic researchers and customer insights teams who require a versatile platform for organizing and analyzing textual data.
Notable Features:
Coding tools for categorizing and organizing data
Memo writing for detailed annotations
Data visualization options for thematic analysis
Support for multimedia formats
Cross-platform compatibility (Windows, Mac, Linux)
Pros: AQUAD 7 is known for its flexibility and customization options, making it a good fit for diverse research needs. Its cross-platform support ensures accessibility for teams using different operating systems.
Cons: The platform's user interface may appear outdated compared to newer tools, and it might not be as intuitive for users new to qualitative analysis software.
16. F4analyse
F4analyse is a qualitative data analysis tool designed for efficiently coding and analyzing textual and multimedia data. It provides straightforward tools for insights teams working with interviews, focus groups, or any other customer feedback source.
Best For: Best for insights professionals who need a simple, efficient tool for coding and analyzing interviews and focus group data.
Notable Features:
Coding tools for text, audio, and video data
Integration with transcription software for seamless workflows
Data visualization features for easy exploration of themes
Export options for creating professional reports
Cross-platform support (Windows, Mac)
Pros: F4analyse’s integration with transcription services simplifies the process of analyzing interviews, making it a time-efficient option for teams. It’s also reasonably priced, providing good value for small to medium-sized teams.
Cons: The software’s focus on textual and multimedia data means it may lack advanced features like sentiment analysis and data integrations found in other platforms.
17. Coding Analysis Toolkit (CAT)
The Coding Analysis Toolkit (CAT) is an open-source platform designed for qualitative text analysis, offering a simple and accessible way for teams to code and analyze textual data. It’s particularly suited for teams with budget constraints or those looking for a lightweight tool.
Best For: Perfect for small teams and independent researchers seeking a no-cost, browser-based solution for coding and qualitative text analysis.
Notable Features:
Browser-based platform for easy access
Manual and automated coding options
Tools for inter-coder reliability testing
Integration with other text analysis software
Open-source and customizable for specific needs
Pros: CAT’s browser-based nature allows for easy access without the need for complex installations. Its open-source flexibility makes it a versatile option for smaller projects and teams with limited budgets.
Cons: CAT may not provide the depth of features found in premium software, limiting its use for more advanced qualitative research. Additionally, it focuses exclusively on textual data, so teams needing multimedia support will need to look elsewhere.
Choosing the Best Qualitative Data Analysis Tool for Your Needs
The right qualitative data analysis tool can transform your research process, enabling you to uncover valuable insights from customer feedback and unstructured data sources.
By leveraging the capabilities of these tools, insights teams can go beyond surface-level analysis to gain a deeper understanding of customer behavior, preferences, and sentiment. Investing in the right software can not only streamline your workflows but also elevate your research outcomes, positioning your organization as a leader in customer experience and insights management.
Let Us Help You
If you’re ready to enhance your qualitative research capabilities, Kapiche’s AI-powered platform offers a comprehensive suite of tools to aggregate and analyze qualitative data from multiple sources. With powerful auto-theming features and seamless integration capabilities, our platform helps you transform raw customer feedback into actionable insights, empowering your team to adapt strategies in real time.
Ready to unlock the power of qualitative analysis Watch an on-demand demo here today and see how Kapiche can elevate your customer insights program.
