Smart Tags


At a Glance

Smart tags can help you find interesting moments in test results more easily than ever. Smart tags display in the video player and for written tasks, highlighting themes and helping you get to the insights that matter. 


Smart tags are available for Premium and Ultimate plans. For information on the standard sentiment analysis feature, go here.


What are Smart Tags?

Smart Tags in the Video Player Timeline

Smart Tags in the Video Player Sidebar

Hiding and Showing Smart Tags

Smart Tags for Written Tasks

Giving Feedback on Smart Tags


What are Smart Tags?

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

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


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

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


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

Confusion: The participant says they don’t understand or that they’re confused.

Pain Point: The participant struggles to perform a task. This label often pairs with confusion or aversion.

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


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

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

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

Trust: The participant mentions that they trust a brand, product, or experience. Especially relevant for testing messaging, as well as 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

Smart tags indicators display in the sidebar and above the video player timeline:


Hover over an indicator to see a popover with the smart tag and passage from the transcript:


Smart Tags in the Video Player Sidebar

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


To collapse the labels, click the sidebar. To expand them, click the sidebar again.


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 improve smart tags by marking suggestions as 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

Need more information? Read these related articles.

Want to learn more about this topic? Check out our University courses.

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