itracks Debuts Video Content Testing Tool

Saskatoon, Canada-based itracks has upgraded its iMarkIt concept testing tool to allow users to test videos of unlimited length and researchers / clients to view feedback in real time.

In addition to a suite of mobile and online applications and support services for qual research, the firm offers itracks Board, a fully-integrated, video-enabled online and mobile asynchronous qualitative software platform; and real time focus group software itracks Chat and itracks VideoChat.

The new tool is already in use testing TV commercials, movie trailers and YouTube ads. Participants view videos in a secure environment and stop them at selected points to give feedback; they can also use markup tools including text, highlighters and drawing tools, with clients able to see what is added in real time. itracks says the latter feature will allow moderators to probe into reactions as they are expressed, as well as responding to prompts and comments from the firm's patented client backroom setup.

Itracks says the new tool, which comes with its own reporting features, can be integrated into other survey platforms such as Confirmit, Qualtrix and Decipher. Gilles Gauthier, VP Product Development comments: 'There are a number of markup tools available for static advertisements. However, until now, little was available for properly testing video.' Company President Dan Weber (pictured) says the upgrade was driven by client demand for advanced tools to test and refine video ads, as the latter become more important tools for the marketing department.

Web site: www.itracks.com .