UserTesting Analytics and Visualizations: Overview

UserTesting provides various analytical features and visualizations on the Metrics tab to help you quickly analyze and interpret insights. 

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AI insight summary
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  •  AI insight summary generates an on-demand summary of task results by automatically analyzing verbal, text, and behavioral data to identify themes and key findings.
  • The AI insight summary tool processes the task results for Interactive Path Flows and verbal tasks on the Metrics tab.
  • When you select the Generate summary button above the task, an on-demand summary appears providing you with an overview of the task actions and findings.
  • This feature can drill down into a specific insight.
  • This feature provides a quick summary that uncovers insights that you can copy into your notes and collaboration tools.
  • Available on Ultimate plan.



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  • Click Maps lets you see which screen elements individuals interacted with the most.

  • Click maps appear on the Metrics tab when you add a regular task to tests that test desktop sites, web-based prototypes, and mobile websites, and the task asks individuals to complete an action on only one screen in a Chrome browser (if actions take place on multiple screens, an Interactive Path Flow is generated, and click maps are available within the path flow).

  • The interactive visualization displays blue circles that indicate where individuals engaged with the screen; the bigger the blue circle, the more individuals interacted with that element of the screen.

  • This feature shows you if users know where to click on a page. It also shows which screen element users click on first. 

  • Available on Advanced, Ultimate and Premium plans.



Instant insight
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  • Instant Insights displays a summary of key findings, including patterns, trends, and anomalies revealed in the results of task-based questions.

  • Instant Insights prioritizes insights based on the strength of the findings, such as how many individuals did or didn’t take a certain action.

  • If available on your plan, Instant Insights will display key sentiment and intent findings.

  • Clicking on an Instant Insights card takes you to the corresponding task.

  • This feature establishes a starting point for efficient analysis and where you should dig deeper.

  • Available on the Ultimate plan.



Intent path

  • Intent Path displays specific customer behaviors based on that individual’s intent, such as “buy,” “browse,” and “add to cart.”

  • Intents are determined by automatically evaluating the web elements users engage with.

  • Selecting the Intent tab above the Interactive Path Flow shows a color-coded overlay on the IPF visualization, grouping the behaviors of the individuals who completed the task.

  • The overlay represents one of over 100 behaviors based on what the individuals clicked on or engaged with when navigating to a new screen.

  • You can also edit each intent label to fit your organization’s preferred terminology.

  •  This feature is useful for testing navigation functions on your website or web-based mobile or prototype experience.

  • Available on Ultimate and Premium plans.


Interactive path flows

  • Interactive Path Flows are visualizations that show how individuals navigate through multiple screens on a website or web-based mobile or prototype experience.

  • Interactive Path Flows appear on the Metrics tab when you add tasks to tests on desktop sites, web-based prototypes, and mobile websites, and the task has individuals complete an action across multiple screens in a Chrome browser (if actions take place on one screen, a click map is generated).

  • This feature helps to understand how users navigate a web experience so that you can make improvements or validate a design.

  • It provides insight into where users are getting stuck when they try to complete an action.

  • Available on Advanced, Ultimate and Premium accounts.

Keyword map

  • Keyword Map is an interactive visualization that spotlights the adjectives contributors most frequently use and organizes these adjectives into keyword groups based on sentiment (positive, negative, or neutral).

  • Keyword Map appears on the Metrics tab when users complete a verbal task. The most commonly expressed adjectives are organized into keyword groups, illustrated as circles on a horizontal axis, and color-coded based on the overall sentiment. (If you click a keyword, you can see how the word was used in the transcript.) How often individuals say the grouped adjectives determine which keyword groups get the greatest prominence. 

  • This feature gives allows you to quickly see whether users responded positively, negatively, or neutrally to something you showed them.

  • Available on Advanced (limited), Ultimate, and Premium plans.

Path filter

  • Path Filter allows you to search for specific behaviors in an Interactive Path Flow and filter for specific pages, intents, or sentiments.

  • Type a query into the Path Filter search bar (see image) and get results for those webpages individuals visited in which the search term appears within the URL or page title. If you are on the Ultimate subscription plan, you can also use Path Filter to search for sentiment (“positive” or “negative”) or intent (e.g., a contributor clicks “Add to cart”).

  • This feature helps to quickly see which users visited a certain webpage.
    You want to find specific moments to help you create a highlight reel.

  • Available on Advanced and Ultimate plans.

Sentiment analysis

  • Sentiment Analysis reveals moments of positive and negative sentiment when you are reviewing a completed session in the UserTesting video player.

  • Green (positive) and red (negative) sentiment indicators appear along the bottom of the video player, indicating at which points specific sentiments were identified in the audio.

  • Sentiment moments also appear in the transcript.

  • This feature helps to skip to specific moments to watch in the video player.

  • This feature helps when closely analyzing moments of positive and/or negative sentiment.

  • Available on Advanced, Ultimate, and Premium plans.

Sentiment path

  • Sentiment Path displays where users announced moments of positive and negative sentiment on the Interactive Path Flow.

  • Selecting the Sentiment tab above the Interactive Path Flow opens a visualization that shows color-coded sentiment indicators on specific path flows.

  • The size of the sentiment indicator reflects the number of individuals who expressed positive (green) or negative (red) sentiments while at each screen.

  • This feature helps when looking to understand where users are getting frustrated during a web-based experience.

  • This feature helps to learn what the contributors' first impressions of a web-based prototype.

  • Available on Ultimate and Premium accounts.


Smart tags

  • Smart tags, which you'll see while watching a completed session in the video player, identify when an individual expresses a specific sentiment or attitude.

  • Sentiments are labeled specifically as "positive," "negative," and "neutral," and smart-tag labels reflect these attitudes: "easy" (positive), "confused" (negative), and "price" (neutral).

  • Smart tags are color-coded: green (positive), red (negative), and, for some plans, purple (neutral).

  • Smart-tag labels appear in the transcript in the video player’s sidebar and along the bottom of the video player, and can be turned on and off.

  • Smart tags also appear for written tasks with your results under the Metrics tab.

  • This feature helps to see whether the tags captured something you missed or didn't anticipate

  • Available on Ultimate and Premium plans.

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