Get depth without losing scale.
A survey asks once and moves on. Userflix follows up. Here is how conversational interviews compare with an online survey.
Same brief, run here
What you would do in an online survey, and what happens on Userflix.
- 01
Closed questions
Still there: single and multiple choice, rankings, scales, NPS, semantic differentials, inside the conversation.
- 02
The open-text box
Becomes a follow-up. Userflix asks why, asks for an example, asks what would change the score.
- 03
Rotation and stimulus
Images, video and prototypes shown mid-interview, with the order controlled.
- 04
Panel distribution
Same panels, same link, same redirect flow back to the panel.
- 05
Cross-tabs
Code-based counts by segment, each opening to the verbatim. Ask the study for the cut you did not plan.
Userflix vs Online Surveys
Follow-up on an answer
Structured questions
Stimuli shown
Responses per wave
Analysis of open ends
Evidence behind each number
When to use Userflix instead of Online Surveys
- You need to understand the 'why' behind responses, not just the 'what'
- You want to uncover unexpected insights beyond predefined questions
- You need rich qualitative data to inform product decisions
- You want to understand user contexts and motivations deeply
- You need follow-up questions based on participant responses
Userflix works well when you need the depth of qualitative research at scale. Unlike surveys that limit you to predefined options, Userflix enables conversational interviews that uncover context, motivations, and unexpected insights that drive better product decisions.
Fair comparison
When a survey still wins
- You need a tracker with thousands of responses per wave
- The questions are fully closed and there is nothing to probe
- Budget per response has to be as close to zero as possible
Userflix is a third field between survey and classic qual. It extends research expertise, it does not replace it.
Next step
See how the interviews run, or pick a use case.
Ready to add depth to your research?
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