Overview of OCR

OCR (Optical Character Recognition) is a technology that converts text from images, scanned documents, or screenshots into editable and analysable digital text.

In effect, it transcribes the words/ text that appears on screen during a respondent's screen recording or video.

While video transcripts transcribe what the respondents are saying, the OCR transcribes what the respondents are doing or showing you.

This means

Making the video searchable
Identifying the duration of certain words/ strings of text being visible in a recording
Utilising AI View for analysis

OCR is available for Moderators and Observers. It is not visible for Recruiters or Respondents.

When to Use OCR

OCR is ideally used on projects where you want to analyse respondents’ interactions with text-heavy environments such as

websites,
apps,
digital interfaces,
product labels in-home or in-store.

It is also useful when capturing the stages of user journeys through a website or App.

When Not to Use OCR

OCR is less effective for projects focused on non-textual elements, such as:

Analyzing visual design.
Interactions with image-based content.
Responses to multimedia, like videos or animations.

OCR is not ideal in scenarios where:

On-screen text is minimal or irrelevant to the task.
Text is highly dynamic, such as rapidly changing feeds.

For projects emphasizing respondents' verbal feedback patterns, analytical approaches like AVT analysis may be more effective.

Task List considerations for OCR

OCR is useful for Video tasks or Screen Recording tasks.

Video Tasks showing product labels such as:

Tour of your pantry / kitchen cupboards
In-store shopping - show products on a shelf

Screen Recording Tasks such as:

Browsing a website or App
Following a journey online such as a purchase journey or journey through a website or App.

Task List Tips

Consider the following while creating your tasks:

Keep your tasks short and specific

Guide respondents to start the recording at a particular point
- "First navigate to your relevant App or website, and then begin your recording."

Distance from products in-store or at home:
- "Ensure to keep your camera steady and maximum 1 meter (3 feet) from the products."

Ensure labels are facing forwards
- "Before you begin recording, please ensure the labels/products names are facing forwards"

Encourage your respondents to speak out loud while they navigate a screen recording or show you something on video
- "Please slowly navigate/ move the camera, and pause to speak your thoughts out loud while you record"

Sample Tasks

Title

Environmental Scan (Video Task)

Description

In this task, we’d like you to take us on a detailed tour of your [kitchen/ pantry] to understand your [products/ environment].

Please record a separate video for each area eg [ fridge/ cupboards/ pantry etc].

Hold your camera close to (max 1m/ 3ft) and point it at the products you keep in your [area] and show us:

- [ all the products that...]

While recording, please tell us:

- [insert what you'd like them to share with you verbally]

Tip: Imagine you are showing a friend your [place] for the first time and sharing anecdotes about why you [....].

Before you begin recording, please ensure the labels/products names are facing forwards.

Required Response

Videos

Title

In-store Shopping(Video Task)

Description

In this task, we’d like you to document your grocery shopping trip to understand your purchasing decisions.

Please visit your typical grocery shopping store and record a video taking us with you around the store, showing the products clearly to the camera.

In the video, please:

- Narrate your thought process out loud

- Point out any products that you [....]

Tip: Think of this as an opportunity to reflect on the internal dialogue you have while shopping.

Ensure to move your camera slowly, keep your camera steady and maximum 1 meter (3 feet) from the products.