The best research happens when technology gets out of the way.
That simple truth drives Bello, a new online qual platform launching in 2025 with a refreshingly different approach: strip away the friction, honor the human connection, and let genuine conversations unfold naturally.
Bello’s story begins in 2002, when Shamsu Bhadiani started building software for qualitative research years before “online qual” was part of the industry vocabulary. That early work evolved into FocusForums, a pioneering platform for digital discussions and insight communities.
Over the next decade, Shamsu partnered closely with researchers, learning from each project. Those lessons became HatchTank in 2016, a more advanced qualitative research platform built through real-world collaboration. When COVID accelerated the shift to remote research, HatchTank thrived and was acquired in 2021.
Kam joined HatchTank in 2020, bringing a modern view of how qual tools should serve both researchers and participants. After the acquisition, he led qualitative research at Numerator, gaining deep client-side experience running studies day in and day out.
Together, drawing on decades of platform, building and hands-on research experience, Shamsu and Kam set out to build something entirely new - free from legacy constraints, outdated assumptions, and opaque pricing model
This idea gave rise to Bello, a complete home for online qual where live video sessions, self-guided tasks and diaries, and asynchronous discussions coexist seamlessly.
Made by researchers, for researchers, this online research platform has been thoughtfully designed around how researchers actually work and how projects really unfold, with transparent pricing, predictable costs, and genuine respect for budgets and timelines.
At its foundation, Bello stands on reliability, a deep commitment to project success, and an unwavering focus on the human side of research. The platform makes participants feel comfortable from the moment they join, creating an environment where instant connections form naturally and conversations flow authentically.
As Shamsu puts it: "We built Bello because we believe technology should be invisible. When the tech works perfectly, the conversation flows naturally."
That philosophy extends beyond the software. Bello operates with a no-hidden-agenda approach, rejecting the industry norm of gatekeeping information behind mandatory sales calls. Pricing is published openly on the website, transparent, no-surprises rates that are more affordable than bigger platforms. A project cost calculator lets researchers estimate expenses upfront.
But the commitment goes deeper still. Bello's dedicated team acts as true partners, not just vendors, offering collaborative support and expertise to ensure your project succeeds.
We have a very specific game plan of how we can achieve this, it's through this blend of seamless technology, transparent operations, and genuine partnership that sets Bello apart among online qual research platforms in a crowded marketplace. Here are the key features we provide:
Our tagline "Beautiful Conversations" isn't marketing fluff. It's a commitment to something deeper: the belief that qualitative research shouldn't feel like a quick, faceless transaction. It should feel like what it is, a meaningful exchange rooted in connection, curiosity, and understanding.
Bello exists to create space for that kind of work. With flexible, cost-effective technology that empowers your qual research and a team committed to your success, Bello is more than a platform
It's a sanctuary where reliability, successful outcomes, and genuine humanity come together so every project has room to become a beautiful conversation.
Let's get you started at letsbello.com.