So you've launched your test and got your videos back—now what? 

This is your beginners guide on what to tag, when to tag and, most importantly, why to tag.

More like this: How to analyse UX testing videos for maximum insights

Psssst...don't have time to watch the video? No problem, check out the transcript below:

How to tag a video (for beginners!)

Slide 1 

Hello and welcome to Tagging for Beginners!

Slide 2 - What is tagging

I’m Alex, a senior user researcher here at WhatUsersDo. 

In this video we’re going to be talking about tagging. The first thing I should mention is that tagging refers to the physical act of clicking to tag a video as well as the concept of what you should tag, the key moments which we would sometimes call “analysis”. We’re going to be talking about what you should tag in this video. 

Slide 3 - Getting started

The first thing I always do is double check the audio and video for each user. Obviously if you can’t see or hear the user you can report this to us and we’ll replace the video for free. Once you’re happy with the quality it’s time to get cracking.  

Here we get into a slightly sticky issue. Watching videos takes time and concentration, there’s no way round that. But what you have to consider is: the information you get out of videos could, and really should, end up saving your business a significant amount of time, and make more money.

 It’s really a case of adjusting your mindset, this IS time well spent and of incredible value to you and your business. 

It is often really useful to just watch the video once without doing anything, just to take it all in so that’s the next step.

Slide 4 - Keep in mind

Tagging videos is a very involved process because you’ve got to LISTEN to what they say and WATCH what they do. Here’s my favourite quote from Margaret Mead: 

“What people say, what they do and what they say they do are entirely different things.”

So keep that in mind when analysing!

Slide 5 - Behaviour or opinions?

If you’ve already watched the video through once you should now be on to viewing number two. Here’s one of the most important things to remember: 

Behaviour is more important than opinions! If someone hates the fact that button is in pink, notice but be aware - it’s just their opinion. If they can’t find the button at all because it’s too similar to the pink in the background, KLAXON, that’s an issue!

Slide 6 - Listen out for...

Every single video is different but here are some of the things you should LISTEN out for that the user might say:

  • I’m confused
  • I’m lost
  • I’m unsure
  • Blaming themselves for not being able to find something (remember: it’s NEVER the user's fault)
  • And don’t forget to listen to the noises they make too. For example a sigh of frustration can indicate the user’s feeling if they aren’t explicitly commenting at that particular point and help to understand more about the moment. 

Slide 7 - What out for... 

Here’s what you should be WATCHING for: 

  • Things that slow them down
  • Things that prevent them from achieving their goal (a blocker)
  • Anything that might have an impact on the particular research question or objective you have.
  • Remember - they don’t have to be saying anything, you can just tag what they’re doing

Slide 8 - Listen and watch

Here’s what you should LISTEN and WATCH for

The user feels they’ve completed this task perfectly but they didn’t complete it at all. Or possibly they’ve gone about it in an unexpected, possibly not ideal, way. Depending on how familiar you are with what you’re researching this might be that instead of taking the expect two-click route they took a couple of minutes and 15 clicks to get there. 

Slide 9 - Context

When you’re tagging think about including context. Imagine that is has to stand alone if the viewer hasn’t seen the rest of the video. Don’t just quote the user saying “I’m confused” instead include information about where they are in the process or what their goal is. 

All this should have your UX spidey-sense tingling in no time. Enjoy tagging!

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