Verify findings with citations and find powerful quotes to use in presentations.
Citations
Citations connect insights in your report to the original responses that support them.
Why Citations Matter
Verify that insights accurately represent what participants said
Understand the full context around quotes
Build credibility by showing stakeholders the evidence
Using Citations
When you see a quote or finding in your report:
Click the citation link
See the full response
View the complete question and answer
Play media if it's a video/audio response
Evaluating Citations
Ask yourself:
Is the quote fairly represented in context?
Does the full response change the meaning?
Is this a representative example or an outlier?
Best Practices
💡 Tip: Always check key quotes. Before using a quote in a presentation, verify it in context.
💡 Tip: Look for counterexamples. Citations show supporting evidence—also look for contradicting views.
💡 Tip: Consider the sample. One quote isn't proof. Check how many respondents expressed similar views.
Highlights
Highlights are the most significant quotes and moments from your research.
Types of Highlights
Quotable insights - Powerful statements that capture key findings:
"I would pay double if it actually worked reliably."
Emotional moments - Responses revealing strong feelings:
"I felt really let down. I trusted them and they just didn't deliver."
Unexpected findings - Surprising perspectives:
"I actually prefer less features. Everything is so complicated now."
Representative views - Common sentiments expressed well:
"It's fine, nothing special. I use it because everyone else does."
Finding Highlights
Look for:
Highlighted quote sections in reports
"Key Quotes" or "Highlights" section
Video/audio clips marked as notable
Or ask in Report Chat:
"What are the most powerful quotes about [topic]?"
"Show me memorable responses about customer service"
Using Highlights
In presentations:
Open with a compelling quote
Illustrate findings with real voices
Close with a memorable statement
In reports:
Break up quantitative data
Add emotional resonance
Make findings tangible
Video/Audio Highlights
Video and audio highlights add:
Tone and emotion
Non-verbal communication
Authenticity for stakeholders
What Makes a Good Highlight
Quality | Description |
Clarity | Easy to understand out of context |
Specificity | Concrete details, not vague |
Authenticity | Feels real and genuine |
Insight | Reveals something meaningful |
Memorability | Sticks with the reader |
Before Using a Highlight
Verified the full context
Confirmed it's representative (not an outlier)
Removed identifying information
Noted the source segment