Sentiment Path

Overview

Sentiment path is an interactive visualization overlaid on the Interactive Path Flow that automatically evaluates and summarizes sentiment feedback from web-based experiences. Use this tool to help you prioritize which feedback to analyze first and to go quickly from a broad view of all responses into the details of individual videos, transcripts, and notes.

Select the Sentiment tab on any task-based question for web-based experiences to view the total number of positive and negative sentiment moments. Focus on a single individual to understand their reactions as they navigate through web experiences, such as prototype screens or web pages. 

Sentiment path, as well as intent path, are available on Ultimate and Premium subscriptions.

Sentiment Path: How It Works

If sentiment path is enabled on your subscription, you can find it under the Metrics tab of a test with a task-based question. Selecting the Sentiment tab shows positive and negative sentiments generated from sentiment analysis layered on top of an Interactive Path Flow for a task. The sentiment indicator size is based on the number of participants that expressed positive (green) or negative (red) sentiments at each screen.

Note: The UserTesting templates that generate Interactive Path Flows showing sentiment path include Cart abandonment, Mobile app evaluation, Website evaluation, and Prototype evaluation. Go to the Template gallery to access these templates.

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Hovering over one of the sentiment indicators reveals the thumbnail of that particular screen and the number of individuals that expressed positive or negative sentiments.

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Clicking on the sentiment indicator reveals a donut chart below the interactive path flow, allowing you to drill down deeper and see each individual who expressed positive or negative sentiments on that screen. The size of the “donut” represents the total number of positive or negative sentiments expressed.

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Clicking on a donut reveals the specific moments (transcripts) that triggered the positive or negative sentiment.

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View all positive and negative moments for each individual person across the entire experience by clicking on the username to the left of the interactive path flow. This will show the positive and negative moments for each node for that person. If an individual expressed no sentiment in the task, then their username will not be clickable. 

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To get the most out of sentiment path, keep these tips in mind:

  • Choose large sample sizes to test if you want to see additional unique paths or reinforce the patterns you are seeing.
  • Compare different web properties for the same task for more nuanced feedback of the web experience you are testing.
  • Add instruction to your test setup encouraging individuals to talk through their thoughts and feelings as they navigate the test.

Additional Resources

Interactive Path Flows

Click Maps - Understanding Enhanced Metrics

Intent Path

 

 

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