How does Text Highlighter work?

Text Highlighter is mainly used to test ideas, concepts, messages, taglines, and slogans in which the text format stimulus material can be evaluated word by word, phrase by phrase, or by sentences. Participants are asked to highlight a word or phrases/sentences and select whether they feel like, dislike or confusing. An open-ended question is then asked to comment on the reasons for their selection.  

Please see more details about What is Text Highlighter and how to set it up here.

How the data is analyzed and visualized for Text Highlighter

On the dashboard REPORT PAGE, users can see a visualization like the following screenshot for Text Highlighter. Users can choose between Word Level or sentence-level analysis. In summary (ALL), words highlighted in BLUE are the LIKED elements, those in yellow are CONFUSED elements, and DISLIKES are highlighted in red. POLARIZING elements are highlighted in purple. The section on the right also shows that verbatim for all responses. 

WORD-LEVEL ANALYSIS

By hovering the mouse over the selected word, Word-Level will show the numbers for every word or phrase that participants LIKED, CONFUSED, or DISLIKED. This analysis tool works best for evaluating short taglines, messages or slogans.

In this example, "specialized billing experts" appear to be the most liked words/phrases in the concept with 22% or n=21 participants.

SENTENCE-LEVEL ANALYSIS

By hovering the mouse over the selected sentence, SENTENCE-LEVEL will show the numbers for each sentence that participants LIKED, CONFUSED, or DISLIKED. This analysis tool is ideal for evaluating ideas or concepts with relatively longer scripts.

In comparison with the example above, the sentence with "specialized billing experts" remains the most liked sentence in the concept with 31% or n=29 participants with minimal participants being confused only 3%.

Apart from the summary (ALL), users can also select to show only options for LIKE, CONFUSED, and DISLIKE in the drop-down button. In this tool, users can filter responses based on each option and show verbatim explaining their selection (i.e. Reason for likes)

1. LIKE ANALYSIS: This will show only the participants who answered and selected LIKE (n=145). Note that each participant can select/highlight multiple words/sentences depending on the survey design.

2. CONFUSED ANALYSIS: This will show only the participants who answered and selected CONFUSED (n=26). Note that each participant can select/highlight multiple words/sentences depending on the survey design.  

3. DISLIKE ANALYSIS: This will show only the participants who answered and selected DISLIKE (n=12). Note that each participant can select/highlight multiple words/sentences depending on the survey design.