Dial testing is a powerful tool in market research, particularly when assessing emotional engagement and sentiment in response to video content. Here’s a detailed guide on implementing dial testing with the MX8 Labs platform.
Why Use Dial Testing?
Dial testing allows respondents to provide real-time feedback as they watch a video. This method is invaluable for capturing moment-by-moment reactions, helping researchers pinpoint specific parts of the video that resonate or fall flat.
What Dial Testing Can Reveal
Dial testing helps uncover:
Emotional Peaks and Valleys: Identify moments of high engagement or emotional impact.
Clarity Issues: Spot sections where confusion or disengagement occurs.
Audience Preferences: Understand which elements (e.g., visuals, messaging, tone) resonate most.
Comparative Feedback: Test multiple versions of a video to see which performs better.
How to Code Dial Testing in MX8 Labs
MX8 Labs makes it simple to integrate dial testing into your surveys. Here’s how to set it up:
Play the Video: Use the play_video function to show your video to respondents.
Add a Dial: Set the dial parameter to position the dial on the screen. Options are:
"right": Places the dial to the right of the video.
"bottom": Positions the dial below the video.
"none": No dial is displayed.
Customize Labels and Captions:
Use dial_labels to define the scale (e.g., {0: "Dislike", 50: "Neutral", 100: "Like"}).
Add a custom dial_caption to instruct respondents (e.g., "Adjust the slider to indicate your feelings.").
Example Code
from survey import Survey
s = Survey(**globals())
for media in s.media:
s.play_video(
video=media,
start_message="Hit play when you're ready to watch the video.",
end_message="Thank you for watching the video!",
dial="bottom",
dial_labels={0: "Dislike", 50: "Neutral", 100: "Like"},
dial_caption="Adjust the slider to reflect your feelings as you watch the video."
)
s.complete()
How Dial Testing Appears in the Survey
Respondents will see the video player with a slider (dial) to the right or below the video. They can adjust the slider in real time to reflect their feelings as the video plays.
How the Reporting Looks
Once data is collected, the reporting dashboard will display:
• A timeline graph showing the average dial position over time.
• Key moments (timestamps) of peak engagement or disengagement.
• Breakdown of sentiment trends by demographics or segments.
Final Thoughts
Dial testing is a robust feature that enables real-time emotional feedback, giving you actionable insights into your video content. By leveraging MX8 Labs’ straightforward setup, you can easily integrate this valuable tool into your surveys.