Qualtrics has launched a new option to capture both qualitative and quantitative feedback on its XM platform – Video Feedback.
As the name suggests, Video Feedback allows organisations to collect feedback through video, analysing words and emotions and turning them into feedback data.
The feature aims to help marketing and CX teams gain deeper insights into consumers’ needs at scale. Video Feedback automatically translates and transcribes audio, and transforms it into text analytics so researchers can identify common themes.
Based on the most important responses, users can set up automated action prompts and make changes to their feedback programmes.
In addition, researchers can edit and make highlight videos to present data-driven stories, providing people with experience data they can understand easily.
Michel Feaster, Chief Product Officer of Research, Qualtrics, said: “Now more than ever, companies need to make decisions with empathy, speed and scale.
“With Video Feedback, Qualtrics is defining the next era of research and empowering organizations to understand what really matters to the next generation of consumers and design the products, services and experiences they want now and next.”
The feature will be generally available at the end of October, but for now, users can access it through DesignXM, Qualtrics’ advanced market research solution.
The company plans to introduce similar research features in the coming months, all built on the Qualtrics XM Platform.
Back in 2020, Qualtrics enhanced video feedback capabilities with a Voxpopme integration, allowing users to have feedback visualisations on the Qualtrics platform side-by-side.
Feedback is one of the key elements of customer data, and both are essential in the context of the customer journey. Indeed, this release aligns with Qualtrics’ efforts to maintain its position as a leader in customer journey orchestration platforms.