QuickTHINK- A Simple Data Quality Hack for Deeper Qualitative Insights

At ThinkGen, we take data quality seriously—very seriously. In a time when so much of research is being conducted at speed, across platforms, and with multiple stakeholders viewing asynchronously, we believe it's more important than ever to slow down—just enough—to ask: What did we really learn?

Enter QuickTHINK—a small but powerful data quality hack we’re rolling out across our qualitative research practice. It’s designed to help capture those in-the-moment reactions and reflections that are often lost in the rush to move on to the next interview, meeting, or task. And it’s rooted in an old truth: insights have a half-life.

There was a time when qualitative interviews were typically conducted in-person, in research facilities, often with teams watching from behind mirrored glass. The format naturally created a space for reflection and real-time synthesis. Teams would huddle immediately afterward to share what stood out, debate meaning, and start to form early hypotheses. It was our own marketing R&D lab.

Fast forward to today: most of our work is conducted via virtual platforms like Forsta or Civicom. And while these platforms have made qualitative research more accessible and efficient, they’ve also introduced new challenges. Stakeholders may be watching interviews on their own time. The moderator may be on to the next interview within minutes. The group huddle? Often replaced by a few scattered notes or a Slack message.

QuickTHINK is our response to that shift.

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Capturing the Gold While It’s Fresh

Essentially, QuickTHINK is a brief, five-minute survey—delivered immediately post-interview—that invites reflection while the experience is still vivid. The first version is completed by the moderator, who just spent 45-60 minutes in deep conversation with the respondent. Their perspective is uniquely rich, and QuickTHINK helps capture it before it fades.

Among the questions we ask:

• Did this respondent actually qualify for the interview (per the screening criteria)?
• Were they a strong participant—clear, thoughtful, authentic?
• Were the learnings from this interview consistent with previous ones?
• What, if anything, was unique or exceptional about what they shared?
• Would you recommend this interview for the client to watch?

That last question is surprisingly telling. As any qualitative researcher knows, not every interview is equal. Some are textbook—others spark something new. The recommendation signal is an important one, and helps us elevate the best material for our clients’ attention.

But QuickTHINK isn’t just for moderators.

We also make the survey link available to client viewers and agency partners—anyone who has watched or listened to the interview, live or via recording. The goal is to democratize the insight process and invite multiple perspectives to surface what mattered most. A copywriter from the agency of record might catch something a moderator didn’t. A product lead might flag a moment that links directly to an unmet need. The idea is to cast a wide net—and do it quickly, before memory fades or gets distorted.

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Why QuickTHINK Works

So why are we excited about this simple tool?

1. It’s a data quality hack. QuickTHINK isn’t complicated, and that’s the point. In a world full of dashboards and analytics, sometimes a simple mechanism—a short, structured, time-bracketed reflection—can create major downstream value. It helps elevate the signal over the noise, and brings more intentionality to the qualitative process.

2. It preserves intuitive insights. We’ve all had that feeling: something about that interview just felt different. Or, what she said was brilliant - let's make sure we write that down. But unless you capture that insight immediately, it can dissolve into the ether. QuickTHINK helps preserve those intuitive and instinctive reactions and gives them a place in the broader analysis.

3. It builds organizational habit. One of our goals is to make post-interview reflection a consistent behavior—not just something we do when time allows. Over time, this creates a cultural shift: from “doing interviews” to truly thinking through each one, intentionally and collectively.

4. It helps identify standout interviews. By asking, “Would you recommend this for the client to watch?” or “Was this a valuable respondent?” we’re building a more intelligent filter for prioritizing material. That helps clients focus their attention and time on what matters most.

5. It boosts the eventual analysis. QuickTHINK doesn’t replace formal synthesis. Instead, it improves it—by feeding in early, high-quality reflections that can later be coded, compared, and incorporated into final insights summary.

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From Interviews to Insights—Faster, Smarter, Sharper

In short, QuickTHINK is about making space for the insights that are too important to lose. It’s a lightweight, efficient, and scalable way to keep the human side of research front and center—even as our tools and processes evolve.

At ThinkGen, we’re excited about where this can go—not just as a new offering, but as a new habit. We believe it will raise the bar on the quality of insight we’re able to deliver, and just as importantly, help our clients feel more connected to the data they rely on to make decisions.

If you're a qualitative researcher, a client-side insights leader, or someone who simply cares about the stories behind the data—we’d love to hear from you. How are you capturing “gut check” moments today? What’s working—and what’s not?

Let’s keep learning from each other.

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