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The Impression Dial is a Specialty Question that allows respondents to indicate their sentiments, feelings, or perceptions on a second-by-second basis as they view video content.

 

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1. Building an Impression Dial question

  1. In the Survey Editor, select the Impression Dial icon from the question menu on the left sidebar and drag it into place in your survey, or click the Add new question button displayed after the last question, and select the Impression Dial question type from the menu.
  2. Click Upload to select a video from your hard drive, or click Reuse Saved Video drop-down to select from previously uploaded videos on your account.
  3. Type or paste your question or instructions into the question field.
    Note: If you have a lot to say, you may want to add an instruction text question before the impression dial question.
  4. Type custom labels for your scale in the Left Label and Right Label fields, or click the Library of Common Scales drop-down to select a preset scale.
    Note: If you would like respondents to assess the video on multiple scales, you must add an additional impression dial question to your survey, reuse the video, and build an additional scale.
  5. Click the left or right sides of the color bar to adjust the color of your scale, by choosing from the color selector, or typing in a hex code.
  6. Click the Training drop-down to set training to Always on, which will show every time an impression dial question is used in the survey, or Always off, which will never show training. 
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2. Respondent view

In the survey, respondents see a training question, if programmed, and then are directed to your uploaded video. As they watch the video, they will move the joystick, indicating their impressions of the video, back and forth along the scale until the video has finished playing.
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3. Analyzing Impression Dial results

On the Results page, you will see the video, with a visualization of the results below it.

  1. Move your mouse along the line on any view to see the point in the video that elicited these reactions.
  2. Click the Viewmode drop-down to visualize data as a Timeslice or a Windmap with a scale from -100 (the left end of the dial) to +100 (the right end of the dial).
    - When Timeslice is selected, the horizontal lines along the indicator represent the distribution of respondents’ reactions along the scale–the wider the line, the more respondents indicated that position.
    - When Windmap is selected, small moving arrows and color saturation illustrate the strength and direction that respondents moved the dial at each point in the video. Strong wind indicates a large number of respondents were in this vicinity and had similar direction, and weak or non-existing wind either means there were no respondents in the area, or their direction canceled out.
  3. Click the Mean line view mode drop-down to see the mean line of data as a precise, smooth, or segmented line.
    - Precise view shows the average slider position on a small slice of time.
    - Smooth shows an average slider position, smoothed to hide inconsequential movement
    - Segmented line shows an average slider position over an automatically calculated segment of time. The segments are defined by a change detection algorithm, where breaks indicate a change in respondents' behavior.
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