Analyze and share results: Best practices

Learn best practices for collecting and assessing data on the UserTesting Platform.

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Analyze results: Objectives

  • Think about your objectives first.
  • Before analyzing something, ask yourself, "Is this directly relevant to my objectives?"
  • Example: You are testing the usability of a checkout process. 
    • A participant expresses interest in buying a certain product.
    • While this topic is intriguing, you should refrain from pursuing this area of analysis since it's unrelated to your current objectives (usability).



Analyze results: Metrics

  • Use metrics to quickly see a high-level summary of the data, from rating scale, multiple choice, and written response questions.
  • Metrics uncover trends in participant experience without having to watch every video.
  • Look for things like:
    • Ease of use
    • Difficulty
    • Preference
    • Time on task
  • Ask yourself, "Do the findings satisfy my objectives? Did any of the trends defy expectations?"
  • Metrics don't tell the full story.
    • Several low or mixed ratings might be disappointing, but they likely indicate that the recorded sessions contain some valuable insight.
    • Click on each rating and see what experiences led to that rating.
  • Access a study's metrics by selecting the Metrics tab or by exporting the results through the Export to Excel option.



Analyze results: Sentiment analysis

  • Sentiment analysis shows moments of positive or negative reactions in the UserTesting video player and the transcripts (available on the Flex plan and on the Premium edition of the seat-based plan).
  • If available on your plan, access smart tags and smart tags for written tasks for more detailed sentiment analysis.



Analyze results: Notes and tags

  • When reviewing videos, create notes to bookmark or highlight interesting moments or observations related to your objectives.
  • Write down what you observed, when it happened, and what may have caused it to help give you context when you review your notes later.
  • Capture moments like:
    • Where the participant got stuck or frustrated
    • When the participant found something really useful
    • When the participant answered a question
    • When the participant has reached a particular part of the process
  • Add keyword tags to categorize notes into patterns or trends.
  • Tags should be guided by your objectives and refer to specific outcomes or behaviors that interest you.



Analyze results: Mark as important

  • When you create clips, select the star icon to mark notes and clips as important.
  • A filled-in star means the clip has been flagged as important.
  • A hollow star means no opinion has been made on the clip.
  • If and when a participant has either a negative or positive moment in a clip, click the positive or negative face icon to indicate a positive or negative sentiment.
  • Here's how you might use these clip features:
    • The clips you mark as important immediately transfer to the Highlight Reel Editor.
    • Pay attention to clips that you or colleagues have marked as insightful. Doing so can save you time later.
    • Focus on the clips with the most engagement, then share these key insights with stakeholders and decision-makers.



Analyze results: Compile data

  • Document patterns where participants encounter issues to create discussion points for team meetings and identify opportunities for improvement.
  • Example: According to the rating scale below, a few participants found the homepage of a website attractive, but the majority thought otherwise.
  • Investigate if these insights answer your study's questions.
  • Also recognize the things that people love.
  • Paying attention to both obstacles and enjoyment helps you avoid trying to "fix" something that's not broken.



Analyze results: Spreadsheet

  • Export your study's results into an Excel spreadsheet to perform a more detailed analysis.
  • This is especially helpful for compiling findings from multiple studies.
  • Compare results side-by-side, break down patterns, and investigate responses from different demographic groups.



Share results: Highlight reels

UserTesting highlight reels allow you to string together clips of 2-3 minutes to share with your team the most relevant behaviors and trends emerging from the test results.



Share results: Other ways

From the Sessions tab

  1. Share multiple videos by checking the boxes next to the individual videos.
  2. The Actions menu that appears below allows you to select Share videos or Download videos to put the video asset(s) on your local computer.


From the video player

Share individual clips from within the larger video by clicking Share from the drop-down Options menu.

share clip usertesting



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