Smart Tags


At a Glance

Smart tags help you find interesting moments in test results using UserTesting's proprietary machine learning models. Smart tags display in the video player and for written tasks, highlighting themes and helping you get to the insights that matter. 


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What are smart tags?

Smart tags automatically identify when a contributor expresses a particular sentiment or attitude: Green identifies positive, red indicates negative, and, for some plans, purple signifies neutral. 

If your plan allows, labels identify the exact smart tag:


Easy: The contributor reports that something is simple or straightforward.

Like: The contributor responds positively, but we can’t apply a more specific label.


Aversion: The contributor reports they don’t like what they see.

Confusion: The contributor doesn’t understand or is confused.

Pain Point: The contributor struggles to perform a task. This label is often paired with confusion or aversion.

Dislike: The contributor responds negatively, but we can’t apply a more specific label.


Expectation: The contributor describes an expectation, whether met or unmet.

Price: The contributor talks about the expense, cost, or price.

Suggestion: The contributor makes a recommendation or offers an idea.

Trust: The contributor mentions that they trust a brand, product, or experience. This tag is especially relevant when testing messaging and topics related to data and security.

All smart tags are generated from natural-language processing of session transcripts.

Smart tags in the video player timeline

The indicators for smart tags display in the sidebar and above the video player timeline:


Hovering over an indicator triggers a pop-up that shows the smart tag along with the passage from the transcript:


Smart tags in the video player sidebar

You can also find smart tag indicators next to the transcript in the video player’s sidebar.



Hiding and showing smart tags

To hide certain smart tag suggestions or all smart tags, click the Filter icon. Then, deselect any smart tag you want to hide. Or hide all smart tags at once by deselecting the smart tag checkbox.


Smart tags for written tasks

You can also use smart tags to analyze written responses. Tags display next to the written response on the Metrics page. When a written response expresses more than one smart tag, it gets more than one label.


Giving feedback on smart tags

You can help make smart tags better by marking suggestions as either correct or incorrect. Hover over an indicator in the timeline or sidebar to mark it.


Use smart tags to uncover themes, identify trends, and speed the analysis of your video sessions.


Learn More

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