Video rating

Note: feature available to users with Expert user license.

Overview

The Video Rating question type in Survalyzer lets you capture respondents’ emotional reactions during a video, second by second. It’s ideal for understanding how viewers feel about video content.

This feature is especially useful for research types such as:

• Advertisements: Understand which parts of your ad resonate most with your audience.
• Product Demos: See how viewers feel as they watch different product features.
• Marketing Videos: Get insights on emotional engagement with your brand message.
• Training or Educational Content: Evaluate how viewers emotionally respond to various sections of your training material.

Setting up Video Rating Question

The sections below provide a quick overview of how to set up the Video Rating question type and use it in your survey.

Add Video Rating Question Type to Your Survey

Go to the Build section while editing your survey and click the +Add content in the top-right corner. In the Methods subsection, you’ll find the Video Rating question type. Click its tile or drag and drop it into the desired place in your survey. Configure the question using the settings on the right sidebar.

Upload Your Video (MP4 Only)

Upload new or select an existing MP4 file from the media library. If your survey has multiple languages, you may assign a different MP4 file to each language version.

Add Question Text and Hint Text

Enter your question text and optional hint text. Both fields include default text that you may keep or change.

Adjust Rating Labels

Start with the Rating labels, to ensure respondents clearly understand how to provide the rating. Edit the left and right labels used on the scale.  You may keep the default text or replace it with your own wording. You can also define a short message shown to the respondent after the video has been watched and the rating is completed.

Force Response (Optional)

When Force Response is enabled, respondents can continue only after watching the full video or selecting ‘N/A’.

N/A Option

The N/A (Not applicable / No answer) option adds an extra choice that lets respondents skip answering the question. When a participant selects N/A, the system stores a special value indicating that no rating was given. This value is also reflected in reporting, showing how many respondents did not answer.

Set Filters

You can apply filters to this question type the same way you would for any other survey element. All standard survey variables can be used to determine when the Video Rating question should appear.

Learn more: Filter UI explained

Video Rating Data in Reports

Where Video Rating Appears in Reports

Video Rating question type is available to analyze in all automated report wizards:

• Basic Report,
• Excel Segmented Report,
• Expert Report,
• Table Wizard.

Available Analysis

Our default analysis shows how the average rating across all interviews changes over the course of the video.

• Line Chart Example:

• Segmented Line Chart Example:

• Table Example:

• Segmented Table Example:

Data Export (Survey Raw Data)

• Video Rating data is exported as one JSON object inside the XLSX/SPSS file.
• The JSON contains the full timeline in a single structured block.
• The export does not create separate variables for each second or time point.

Here’s the example of Video Rating data exported as one JSON object:

{"fileName":"Cat-coming-out-of-the-bushes.mp4","length":12,"ratings":[{"time":1,"value":5},{"time":2,"value":3},{"time":3,"value":7.5},{"time":4,"value":9.5},{"time":5,"value":0.5},{"time":6,"value":3},{"time":7,"value":7.5},{"time":8,"value":5.5},{"time":9,"value":5},{"time":10,"value":9},{"time":11,"value":3.5},{"time":12,"value":0.5}]}

Value Recording Intervals for Different Video Durations 

Survalyzer uses different valuerecording intervals depending on video length to balance data precision with system performance. Every recording begins at 0 seconds, and values are captured only at fixed time checkpoints. This approach aims to provide reliable and consistent insights while keeping data storage and processing efficient.  

Short videos can be tracked every second, while longer videos require wider intervals to reduce data volume without losing meaningful sentiment trends: 

FAQ

Can I upload a video with a YouTube or Vimeo URL link?

It’s not currently supported. To upload a video simply drag a file from your desktop and drop it in a Library – Files and Media section.

Can I use a Video Rating question type with List and Loop functions?

Video Rating does not support List or Loop functions. It cannot be repeated automatically for different items in a list, and it cannot be placed inside a loop that generates multiple video variations.

If you want to show several videos in one survey, you need to add separate Video Rating questions. Each video must be created as its own question block.

Which survey placeholders are available for a Video Rating question?

The question appears in the placeholder tree, but it does not provide any value. The data is stored as one JSON object, so placeholders for ratings or timeline points are not generated.

More detailed filter logic is not available because the question does not produce separate variables for each time point.

Which filter options are available for a Video Rating question?

A Video Rating question is stored as one JSON object, so only basic availability filters are offered. You can check whether the question is filled with, not filled with or marked as N/A. Time-based or value-based filter conditions are not available.

Can respondents change their rating after going back to a completed Video Rating question?

If a respondent returns to the question after completing it, the system shows that the rating is already completed and cannot be changed.

Excel shows the Video Rating JSON as plain text. How do I convert it into a table?

To work with the timeline in Excel, you need to convert the JSON into a table using your own method (for example PowerQuery or a script). After conversion, you can build tables or charts based on the flattened timeline. Without conversion, Excel displays the JSON as text and does not generate a table automatically.

Can I automatically generate test raw data for a Video Rating Question?

Test Raw Data is not generated for Video Rating questions with automated “generate test data” feature. This question type stores all values inside a single JSON object within the interview data, and the test raw data export does not create a simulated dataset for it. You can provide own test data if needed by using raw data import feature.