About MRQual
Decision-grade qualitative insight — delivered simply, quickly and with commercial clarity.
We’re a small, senior insight studio that helps brands understand customers in more depth than standard surveys allow — without the cost, delay or complexity of traditional qual.
After years of seeing online surveys produce thin, unhelpful open-ended answers, we built a guided approach that changes the dynamic. When you ask smarter questions — and structure the experience the right way — people slow down. They think. They tell you what really matters.
Our work blends the clarity of qualitative research, the scale of surveys, and the speed modern teams need. Clients use us when a standard survey isn’t enough, but groups feel slow, expensive or unnecessary.
If you need to understand the why behind consumer reactions — to packs, concepts, product ideas or messaging — this is what we do.
What we believe
We work to a few simple principles:
Better questions lead to better answers.
Most “open ends” fail because they’re rushed. Ours don’t.Insight should be decision-led, not data-led.
The goal isn’t a report — it’s forward movement.Simplicity wins.
Insight should reduce complexity, not add to it.
Who we are
MRQual is led by two senior practitioners with decades of experience in FMCG research, behavioural insight and early-stage concept testing.
Richard
Leads all MRQual projects and brings over 20 years in insight and behavioural economics. His approach combines commercial thinking with a modern understanding of how consumers really make choices.
Sarah
Oversees project delivery to ensure every study runs smoothly from setup to final reporting. With more than 15 years across qual, quant and online research, she ensures every project is accurate, efficient and grounded in real consumer behaviour.
What clients say
“With MRQual you get the richness of qualitative insight married with the robustness of numbers. And with their exceptionally fast turnaround times, you can be genuinely agile.”
— Senior Brand Manager, Diageo
“If you want the clarity of groups but don’t have the time or budget, MRQual is a brilliant alternative. You get the thinking you need, quickly and affordably.”
— Head of Marketing, Sacla’
“We now have a clear route to take forward. Quick turnaround, clear actions, and the confidence to move ahead.”
— Marketing Director, Thatchers Cider
Let’s talk
If you’d like to sense-check ideas, compare pack or message options, or quickly understand how customers react to new thinking, we can help.