Transcription services in user research can be extremely beneficial when analyzing the data after conducting interviews.
There are very good reasons for transcribing your user research:
- Find out hidden topics and gain insights through word analysis
- Clarify your findings with data and statistics
- Streamline your research with collaborative analysis and analytical methods
- Improve your own research skills
In this post, let’s dig deeper into how transcription can help researchers stay organized and make the most of the data they obtain.
Benefits of using transcription services in user research
#1. Save time on the evaluation
Even if you record your interview, it costs you a lot of time to listen to all those videos or audio files again. You need to jump back and forth to discover certain parts to get the appropriate quotes and highlights. Using transcription services in user research, you will have a transcript with timestamps to scan through the interview contents more efficiently. You can easily find the text by keywords, track down the timestamp, and directly jump into the corresponding position in the video.
#2. Streamline your evaluation by tagging
By enabling you to standardize your research methodology, tagging (or coding) enhances your study. A carefully constructed taxonomy of tags helps you identify new patterns and unexplored topics. Ultimately, tagged data may be searched in upcoming research queries and contributes to a reservoir of user research knowledge.
A transcript will show its role in the tagging process. With the available software, tagging parts of texts is typically easier than tagging parts of videos.
Why is a transcript of this useful to you? Sections of texts are typically easier to tag with the tools at hand than parts of movies. Moreover, since we are accustomed to skimming written materials and reading at a faster speed than listening, assessing a textual version of the interview information is probably quicker.
#3. Transcription services in user research: Objectify your research
After a few interviews, if a certain pattern starts to show up, you may be likely to overlook further important findings. Even when listening to the interview again, you might overhear certain statements due to biased attention.
It may be possible to increase the objectivity of your study through the analysis of a transcript. For example, a thorough analysis of user comments reveals if your theories about a fascinating new feature are true or whether you unconsciously give more weight to the positive comments.
#4. Discover new topics of interest
It’s likely that when you classify and group statements into categories, you’ll find additional themes that you hadn’t considered before.
By tagging, you may bring your interviewed people’s statements on a given issue together. Every sentence might therefore be relevant to several different subjects. To discover new themes, you take into account all of the statements within a given topic and search for commonalities or mentions in other topics.
Consider that you are evaluating a new fitness app. After carefully tagging each statement, you discover that the category “listening to music” has several statements regarding the category “training preparation.” As you go deeper into your data, you find that many users make their own playlists for particular training styles. You’ve just set the stage for opting to include a new function that lets users attach playlists to certain exercises.
#5. Transcription services in user research: Facilitate collaboration
To prevent interviewer bias, you should have multiple researchers examine the raw data. However, analyzing a video with coworkers requires much effort, especially if you are not in the same place. A transcript often has a reduced file size, can be shared fast, and may be modified and highlighted using any text editor, such as Google Docs or Microsoft Word.
A textual representation enables you to classify statements and link them to insights collaboratively in a text document quickly (and without the need for specific tools). As a result, your study findings are directly documented and can be simply shared and presented.
#6. Transcription services in user research: Quantify your data
A transcript and some tagging work allow for the quantitative evaluation of qualitative interviews. If you want the tested product to provoke a certain mood or feeling, you may look at how frequently your respondents have used terms that express that emotion.
Let’s say you’ve tried out a new online banking application. Your main objective with the software is to make consumers feel secure. After you’ve conducted your interviews and transcribed the responses, make a list of terms that describe the feeling of “security,” such as “secure,” “protected,” “credible,” “strong,” “real,” and “certain.”
Which interviews featured these terms the most frequently? Examine these interviews in further detail to see what gave these users a sense of security. Once more, the textual representation is essential for quickly locating the crucial passages.
#7. Improve your skills as a researcher
You may evaluate your own interviewing style by reading over the transcripts of interviews you did. For example, how much of the conversation did you contribute? Did you always ask open-ended questions?
Being able to evaluate your performance objectively after seeing the data in black and white will enable you to progress as a researcher and enhance your abilities.
#8. Transcription services in user research: Craft better reports
There are new choices for reporting as a result of the expanded evaluation options. Make your insights clearer by giving them more information.
Have you determined that your pricing is excessively high? If so, include a graph in your reports that details the frequency with which users showed their dissatisfaction with the pricing. Do your coworkers understand how serious the usability error you discovered is? Let’s show them that many more negative sentences were said in the interviews where the mistake occurred than in the other interviews.
Your reports will have a greater weight if you combine quantitative analysis with qualitative data, such as verbatims and video clips. You now have a whole new range of opportunities to use data to prove your insights after doing a transcript analysis.
#9. Store your research data in accordance with the protection of data privacy
Interview transcripts may be considered personal data (and this has not only been the case since the EU proclaimed the GDPR). This implies that respondents may be recognized from it, whether by voice or face matching.
This kind of data should be deleted three months after gathering, according to ESOMAR, the European market research group. A transcript can be a good option if you want to use data from previous research data. Compared to audio or video files, transcripts are typically easier to search for person-specific information. These data can be removed then and the study data can be kept without any personal information.
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Tips for Using Transcription Services in User Research
#1. Record your interviews to concentrate better on the content
A transcript is made from an audio or video recording of an interview. Therefore, don’t forget to start your recording at the beginning of the interview. With a recording, you may afterward recollect the precise words and underlying tone without worrying about missing or forgetting what was said.
In addition to transcribing, there are several benefits to recording your interviews. While conducting an interview, you have to handle a variety of activities at once. You must pay close attention to what the respondent is saying and keep an eye out for their facial expressions and gestures. You must simultaneously consider your theories and control the conversation in accordance with the interview instructions. Furthermore, you need to take unbiased, in-depth notes. You can focus better on the work at hand if you have a recording of the interview.
#2. Transcription services in user research tip: Making the most of recorded interviews
It costs a lot of time to re-listen to every user interview you have conducted. In some cases, the recorded interviews sit on hard-drives, never to be listened-to. Or due to some reasons, you send just a portion of all recording videos you have made to your transcription services.
These recordings are golden materials, from which you can find insight into your customers. Therefore, it is vital to send all the recordings that you have to the transcription services in user research. You will have a clear and deeper picture of what is on your user’s mind.
#3. Find reliable transcription services in user research
There is nothing more powerful than a quote from a user to convince your team/leaders of a needed change. The responsibility of transcription services in user research is therefore of much more importance. The statements of the respondents must be transcripted accurately, even when the transcription services providers have to handle a great number of recordings. They also need to be quick in urgent cases to serve the data analysis stage afterward.
GTE Media is a trustworthy carrier in transcription services in user research. To provide clients with the most suitable solutions for audio and video transcription needs, we offer 4 types of transcription services, namely full transcription, clean transcription, summary transcription, and transcription with timestamping.
Drop us a line now to know more about our transcription services in user research. We will get back right away with a free consultancy, a 300-word test, and a quotation
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