Partners Add Dial Testing to Online Surveys

In the US, survey tech firms Qualtrics and Dialsmith have partnered to allow clients to add dial testing of all forms of recorded media to their online surveys.

Dialsmith's Perception Analyzer hand-held device is used to gather real-time feedback on media, speeches, presentations and messages. According to the firms, integrating Dialsmith's tools into Qualtrics surveys will allow researchers to conduct quant and qual analysis of recorded video and/or audio, and test various lengths of content from shorter clips such as ads, promos, trailers and animatics; as well as full-length content from TV pilot episodes, speeches, sales presentations and debates.

Tucker Stockman (pictured), Qualtrics Manager of Global Strategic Partnerships and Alliances, says both firms' clients have shown interest in the combination.

Web sites: www.qualtrics.com and www.dialsmith.com .