The News: Experience management provider Qualtrics has announced the general availability of several solutions that will help streamline the collection, summary, and analysis of qualitative types of feedback. Automated Summaries for Video Feedback, In-Depth Interviews, and Focus Groups will be using AI to relieve managers from mundane tasks and speed the insight to action cycle. More information on these recently-released tools can be found in the Press Release on the Qualtrics website.
Qualtrics Uses AI to Generate Automated Summaries for Video Feedback
Analyst Take: The latest Qualtrics announcement is focused on supporting companies in streamlining the often-laborious processes entailed with collecting and analyzing qualitative feedback. The solutions use generative AI, real-time analytics, and predictive insights.
The variety of customer feedback mechanisms has been growing exponentially and has been becoming more technology laden. Feedback can be highly personal, so it is important to support the human nature of this information exchange by allowing customers to communicate their feedback in an easier and more natural manner. This priority often means allowing open-ended responses, interviews, focus groups, and video. The use of these solutions results in richer information and a more humanizing experience both for the person giving the feedback and the team reviewing the information. However, it is often hard to analyze those interactions quickly and accurately.
Video Feedback and Automated Summaries
According to Qualtrics, its new Video Feedback option can capture six times more content than open-ended text responses and allows for a deeper understanding since facial expressions can be seen and tone of voice can be heard.
The new Automated Summaries solution is powered by Qualtrics XM/os2 and speeds up the analysis of video submissions by creating instant summaries that are easily shared across the organization.
DISH Network has been using Qualtrics Video Feedback and has seen positive results. DISH has been using the new Automated Summaries capability, which allows for instant analysis of hours of video solutions. Key themes, top quotes, and insights can be generated in a compressed period of time.
“Most companies are really good at the quantitative side, but the enrichment comes from layering qualitative feedback on top of that,” says Christina Sansone, VP, CX Transformation at DISH Network. “Qualtrics Video Feedback, enhanced with generative AI, provides a whole new user experience that simplifies our analysis, saves time, and makes the voice of the customer even more accessible and clear so we can take the right actions to improve our products and experiences.”
In-Depth Interviews and Focus Groups
Two other solutions, In-Depth Interviews and Focus Groups were also released to general availability. Interviews and focus groups are used for a variety of purposes and have traditionally been leveraged for market research, but they are both another feedback mechanism for customers as well.
The new Qualtrics releases allow researchers to upload, transcribe, and analyze long-form videos, saving time and finding the most important keywords, topics, and sentiments quickly. Another positive is that the data from these long-form videos can also be combined with other qualitative and quantitative data on the Qualtrics platform, providing a broad picture of market trends and potential behavior changes.
Video offers many advantages as a feedback mechanism. It is more personal and allows for richer responses and access to facial expressions and tone of voice. On the company side, it also provides a more compelling “story” of a customer’s thoughts and feelings that can be used to better inform product and service enhancements as well as operational improvements. Using generative AI to help support these processes is a great use case, focusing on a practical application, but one that offers a multitude of benefits.
Disclosure: The Futurum Group is a research and advisory firm that engages or has engaged in research, analysis, and advisory services with many technology companies, including those mentioned in this article. The author does not hold any equity positions with any company mentioned in this article.
Analysis and opinions expressed herein are specific to the analyst individually and data and other information that might have been provided for validation, not those of The Futurum Group as a whole.
Other Insights from The Futurum Group:
5 Questions with Ellen Loeshelle, Qualtrics Director of Product Management, Intelligence Platform
Personalization and Deep Understanding Need to Be at the Heart of Patient Experience
Author Information
As a detail-oriented researcher, Sherril is expert at discovering, gathering and compiling industry and market data to create clear, actionable market and competitive intelligence. With deep experience in market analysis and segmentation she is a consummate collaborator with strong communication skills adept at supporting and forming relationships with cross-functional teams in all levels of organizations.
She brings more than 20 years of experience in technology research and marketing; prior to her current role, she was a Research Analyst at Omdia, authoring market and ecosystem reports on Artificial Intelligence, Robotics, and User Interface technologies. Sherril was previously Manager of Market Research at Intrado Life and Safety, providing competitive analysis and intelligence, business development support, and analyst relations.
Sherril holds a Master of Business Administration in Marketing from University of Colorado, Boulder and a Bachelor of Arts in Psychology from Rutgers University.
