Turning Zoom into a qualitative research hub — FlowresAI talk

What the video covers

Jiten Madia, a qualitative researcher with 20 years of experience, presents FlowresAI at a NewMR event. The platform bridges the gap between generic video conferencing tools like Zoom and purpose-built research platforms. FlowresAI adds a research-specific layer on top of Zoom: client back rooms, moment-saving, incentive distribution, and AI-powered analysis, without requiring participants or observers to learn new software.

Who it’s for

Qualitative researchers who currently use Zoom for interviews and focus groups but want research-specific features without switching to expensive, specialized platforms. Also relevant for research operations professionals evaluating how to reduce the number of handoffs in their qualitative workflow.

Key takeaways

1. Zoom stays as the participant-facing tool. Participants join a regular Zoom call. All the research infrastructure, including the back room, moment tagging, and AI analysis, operates behind the scenes. This eliminates the participant learning curve that plagues purpose-built platforms.

2. AI analysis is built for qualitative comparison, not just summarization. Unlike general-purpose LLMs, FlowresAI lets researchers assign metadata such as demographics and segments to transcripts, then compare and contrast data across those dimensions. The source of every AI-generated insight can be traced back to the original transcript.

3. The pricing model targets smaller teams. At roughly $75 per individual interview and $150 per focus group session, FlowresAI positions itself below enterprise research platforms while offering more than a bare Zoom call plus manual transcription.

Worth watching if…

You run most of your qualitative sessions on Zoom and want to see what a research-augmented Zoom workflow looks like in practice, including the AI analysis features and their limitations.