Quick Answer: COVID-19 Response impressions

Overview

Quick Answers provide video feedback of customers answering questions written for you by UserTesting. They are all designed to answer common marketing challenges. You can read more about Quick Answers in the Marketing Insight: Getting Started.

“COVID-19 Response impressions” is designed to give you insights on how your target audience perceives your response to the COVID-19 crisis.

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After running this Quick Answer test, the Summary tab shows how many test participants found your response positive or negative, and provides two automatically generated highlight reels - split based on their responses - of them discussing their answers and explaining why they answered the way they did. 

If you want to dig into the findings, there are several options. The results table below the highlight reels provides additional feedback from participants about how they feel about your organization’s response. The Metrics and Session tabs provide the full recordings broken out by question or participant respectively.

When to use COVID-19 Response Impressions

Use “COVID-19 Response Impressions" to get fast feedback on whether or not your organization is perceived to be meeting customer expectations during this crisis.

  • How does my target audience want my company and/or industry to respond to the crisis? How do they expect my company and/or industry to react?
  • What feedback and reactions do people have to my company’s messaging?
  • Did messaging meet people’s expectations? Why or why not?
  • How have people’s perceptions of my company changed based on the messaging?

How to Set up COVID-19 Response Impressions

1. Quick Answer Inputs

From the dashboard click Get Quick Answers, then click COVID-19 Response Impressions.

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Enter a link to a publicly accessible page or document that features your brand’s recent COVID-19 messaging. The link should point to a single document, hosted online, and accessible and readable by a typical browser. You can use a Word or Google document, a Google Slides or PowerPoint presentation, a PDF, an image, or anything similar. Make sure the permissions are updated to allow access by test participants.

 

Then name your test so it’s easy to recognize from other tests on your dashboard. Marketing Insight displays your entire account’s tests on your dashboard. This makes it easy to share tests with other stakeholders. When you’re done, click Select Demographics.

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2. Select Participants

The UserTesting panel is a diverse and global on-demand group of people who take tests. The panel is made up of real people, carefully selected after a thorough application process, who are continually rated by our customers, assuring the highest quality results. To find participants you’ll be able to select device type, set demographic filters, and create custom screener questions. These are detailed in Marketing Insight: Find the Right Participants

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3. Launching a test

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  • To see a list of all the questions the test asks participants, click the link under Tasks. To see what your test looks like to participants, click Preview Test to the right of the Test Plan Summary, then click Preview Test. When you finish the preview, click the Close button. ⓘ Note If you realize you need to add or remove a participant, or you find something you need to change in your inputs, do either of the following:
    • Click Participants to add or remove test participants (requires additional purchases of the Participant Pack).
    • Click Edit in the upper right. When you are done editing the test, click "Save and Go to Order Page."

Click Launch Test to send the test to the UserTesting Panel.

4. Reviewing Results

As participants finish, the software uploads the recorded video to our system and notifies you by email. To configure notifications, see Email notification preferences.

Open the email and click the “account dashboard” link in the order summary to go to the dashboard.

For each test, the dashboard displays the type of test—using the same icon from each Quick Answer button—the test name, the day you created it, and how many participants have and have not taken the test.

After all participants finish, a summary appears on your main dashboard.

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Click a test title on the dashboard to go to the Summary tab on the Results page.

Summary Tab

The Summary tab is a great place to start for Quick Answers. It summarizes the findings from the test: Do more participants find your response to the crisis positive or negative? The answer is split into two automatically generated highlight reels (Watch key moments) to help you summarize and organize the findings based on the participants preferences.

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Whether a participant's impressions were exceeded or not met comes from Question 15. We ask participants, “Overall, rate how well [company name's] response to Coronavirus/COVID-19 met or did not meet your expectations?” 1=Not met…5 =Exceeded. A score of 1, 2, or 3 means their expectations were not met. A score of 4 or 5 means their impressions exceeded their initial expectations.

The automatic highlight reels show participants describing what are their initial impressions. We get this information from Question 5 below. We ask participants: “Now that you’ve taken a look, what are your initial impressions of this content? Comment on anything that comes to mind.” and we record their comments as they explain their answers.

The results table below the highlight reels provides a quick and easy way to scan through the results in greater detail. We’ve summarized the key findings in the following sub-tabs:

  • Expectations of your response
  • Initial impressions of your response
  • Usefulness
  • Clarity
  • Confidence in response
  • What to improve
  • Overall impressions

Most sub-tabs have brief written responses (provided by participants) to help you identify interesting responses more quickly. Once you’ve found feedback you’d like to dig into further, you can watch the video response from that participant by clicking on the written responses. This will take you to that specific moment in the video to hear what else they had to say about that particular experience. Alternatively you can watch their entire response by clicking on “Watch Session” below their screen name.

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The results table on the Summary tab is where you are likely to find the most useful feedback and insights because it lets you focus on the most important questions and zero in on specific answers from individual participant’s without having to watch their complete sessions.

Sessions Tab

Click the Sessions tab to watch each participant’s complete video as they answer all the questions in order. Sessions are available as each participant finishes. There is a text field on the right for you to add a summary of the video. The Summary field is also useful for adding timecodes for moments of interest, such as a participant expressing delight with an experience, or complaining about a difficult interface.

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Metrics Tab

Click the Metrics tab to watch participants’ videos broken down for every single question so you can easily skim the results. It’s essentially an expanded view of the results table on the Summary Tab.

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Details Tab

Click the Details tab to see the demographics breakdown and an overview of the test plan’s tasks and questions.

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How it works & Questions We Ask Participants

After you click Launch Test, we send the test to participants in the UserTesting Panel who match the demographics you chose. These participants then answer any screener questions you added in order to qualify to take the test.

If you’d like to see what answering screener questions looks like from the participants’ view, watch this video.

Once they qualify, we ask participants to record themselves while answering questions and providing feedback about the creative, image or visual you provided.

 

Here’s what we ask participants:

  1. Here’s what we ask participants:

    1. [Verbal Response] What information, if any, do you *want* to know about how [company name] is managing Coronavirus/COVID-19’s impact on their organization? 
    2. [Written Response] Please summarize what you just talked about in 1-2 sentences. 
    3. You have been taken to a new page. When you see the page, move on to the next step.
    4. [Task] Without leaving the page, take no more than 5 minutes to review what is presented. Once you’ve reviewed, move onto the next task.
    5. [Verbal Response] Now that you’ve taken a look, what are your initial impressions of this content? Comment on anything that comes to mind. 
    6. [Written Response] What 3 words would you use to best describe your initial impressions? Explain why you used those words.
    7. [Rating Scale] Overall, rate the level of usefulness of [company name]'s response to Coronavirus/COVID-19? [5-point Rating Scale: Not useful to Useful]
    8. [Written Response] Please summarize why you selected that rating in 1-2 sentences.
    9. [Rating Scale] Overall, rate the level of clarity of [company name]'s response to Coronavirus/COVID-19? Please explain your rating [5-point Rating Scale: Not clear to Clear]
    10. [Written Response] Please summarize why you selected that rating in 1-2 sentences. 
    11. [Rating Scale] Overall, rate the level of confidence you have in[company name]'s response to Coronavirus/COVID-19? Please explain your rating. [5-point Rating Scale: Not confident to Confident]
    12. [Written Response] Please summarize why you selected that rating in 1-2 sentences.
    13. [Verbal Response] How, if at all, would you improve[company name]'s response to the Coronavirus/COVID-19? 
    14. [Written Response] To improve the [company name] response to the Coronavirus/COVID-19, what is your top recommendation for improvement? 
    15. [Rating Scale] Overall, rate how well [company name]'s response to Coronavirus/COVID-19 met or did not meet your expectations? [5-point Rating Scale: Not met to Exceeded]
    16. [Written Response] Please summarize what you just talked about in 1-2 sentences. 

 

As participants finish, the software uploads the recorded video to our system and notifies you by email that the videos are ready to watch. Watch each participant’s entire video on the Session tab or wait for the fifth video session to be uploaded, at which point the highlight reels and results table are available.

 

 

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