YouEye targets qualitative data with new analytics platform

A mix of machine learning and trained human analysts interprets unstructured data

Most tools in the booming field of analytics rely on quantitative data. Analytics tends to work best with large numbers of numerical data points; smaller data sets and those where the data isn't easily quantified can present problems.

It's with those trickier data sets that YouEye is betting it can help. On Tuesday, the startup launched its Experience Analytics Platform, a tool designed to capture and structure qualitative and unstructured data, including video, and then give users the power to run analytics on it.

Using YouEye's platform, enterprises can measure reactions to marketing campaigns, mobile-app designs, brand positioning and sales funnels, for example. To enable that, YouEye conducts online studies with volunteer participants, who first have to download its testing app. Participants go through the test sessions, being recorded with video and audio. Their on-screen activity is recorded, too.

Five main components in YouEye's Experience Analytics Platform then help turn that data into actionable insights.

The Behavior Metrics module taps a combination of trained human analysts and machine-learning technology to analyze video for key sentiments expressed by consumers during a testing experience, including frustration, confusion, praise and recommendations. Those measures are then quantified for further analysis.

A Highlights Creation component condenses raw video data into highlight reels that capture the most important moments of the test session. A Survey Results component integrates survey data into video data, while a Research Tasks module guides researchers as they analyze results, highlighting key patterns of behavior or sentiment or suggesting areas for further analysis.

Finally, a detailed Demographic Segmentation component allows users to combine their entire dataset with rich demographic segmentation data for a more nuanced understanding of the results.

With the data in place, users can analyze it for patterns and insights. A metric that has proved useful for clients focused on e-commerce, for example, has been the placement of a discount code during the shopping process and how that affects shopping-cart abandonment rates, said Collin Sebastian, YouEye's vice president of product and marketing.

YouEyes pricing typically ranges from $8,000 to $15,000 per testing assignment, depending on how many participants are involved; typically that group size ranges from 25 up to several hundred people. Google, Facebook, Walmart, Salesforce.com, eBay and Etsy are among the companies that have used YouEye's services.

Making qualitative data pay depends on what you use to analyze it, including natural-language processing engines and machine-learning algorithms as well as "hours of training in your industry," said Ray Wang, founder and principal analyst with Constellation Research.

"Companies like IBM, Clarabridge and Lexalytics have been doing this for customer service and experience for some time," Wang said. "Its not easy, but the technologies keep getting better."

YouEye's technology represents the "next generation," he said.

Of course, "qualitative data" can mean different things to different people. Tom Anderson, CEO of text-analytics company OdinText, defines it by the number of data points, or subjects, rather than the unstructured nature of the data itself.

"You cannot have patterns in what five people say, because you can't apply statistics or math," he said.

The question is, how many data points do you need before analytics start to make sense?

"We tell people there are some things you can get out of small sets of qualitative data, but honestly, it's not much," Anderson said. "It's not something you're going to base business decisions on."

Join the Good Gear Guide newsletter!

Error: Please check your email address.

Tags applicationsYouEyedata miningsoftwarebusiness intelligence

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Katherine Noyes

IDG News Service
Show Comments

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Azadeh Williams

HP OfficeJet Pro 8730

A smarter way to print for busy small business owners, combining speedy printing with scanning and copying, making it easier to produce high quality documents and images at a touch of a button.

Andrew Grant

HP OfficeJet Pro 8730

I've had a multifunction printer in the office going on 10 years now. It was a neat bit of kit back in the day -- print, copy, scan, fax -- when printing over WiFi felt a bit like magic. It’s seen better days though and an upgrade’s well overdue. This HP OfficeJet Pro 8730 looks like it ticks all the same boxes: print, copy, scan, and fax. (Really? Does anyone fax anything any more? I guess it's good to know the facility’s there, just in case.) Printing over WiFi is more-or- less standard these days.

Ed Dawson

HP OfficeJet Pro 8730

As a freelance writer who is always on the go, I like my technology to be both efficient and effective so I can do my job well. The HP OfficeJet Pro 8730 Inkjet Printer ticks all the boxes in terms of form factor, performance and user interface.

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre x360

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga 910

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?