Tagging the transcript, notes and clips is a great way to find themes in qualitative research.

Using tags will help you identify and keep track of patterns that emerge across your research data.

Imagine you're running a study to assess the usability of signing up for your website. You may want to structure your tag groups and tags like this:

Tag Group 1: Metrics

Tags: Success, Failure, Partial Success

Tag Group 2: UI Elements

Tags: Filters, Search, Navigation, Homepage, Settings, Layout

Tag Group 3: Login

Tags: Password Strength, Social Logins, Form fields

Tag Group 4: Account Settings

Tags: Delete button, Reset password, Billing, Remember Card

Tags are flexible to fit your needs. The more research you run, the more tags you'll create.

PlaybookUX "Reactions" are quick tags that will help you capture sentiment (more on that later in this article).

Creating tags

Go to the Account menu and click "Manage tags".

This screen will allow you to create Tag Groups & Tags.

Create a Tag Group by clicking the "Create Tag Group" button.

Expand the groups to view tags. You can create new tags by clicking "Create Tag" or by doing it on the fly (we'll get to that in a moment!)

Ungrouped tags are ones that don't belong to a tag group.

Editing a Tag Group or Tag

Hover over the row you'd like to edit and click Actions > Edit.

You can change a tag's group by clicking into the "Tag Group" dropdown and selecting the new group.

Delete a tag by hovering over the row, clicking Actions > Delete.

How to tag

Highlight a piece of a transcript or note and a modal will appear.

Locate the tag you'd like to use with the search and toggle it on.

Alternatively, enter a term in the search bar and hit enter to create a new tag. All new tags will be Ungrouped.

Toggling on the tag will add it to the bottom of the transcript task or note.



The number next to the tag is the tag count. It tells you how many times someone on your team tagged it. For example, "Usability issue" was only used once.

Remove a tag by hovering over it and clicking the X.


Reactions are quick, standardized tags. They're stuck to the bottom of the tag module.

Click on one or more reactions.

Analyzing tags

Click on the "Tags' tab on the top right of the page.

The bar chart is a visual representation of tags across all projects.

Use the Dates & Projects filters to narrow down the chart.

Click on the bars to view what was tagged.

The data source (i.e. notes, transcript, clip) is hyperlinked. If you want to view the highlight, click on the hyperlink and it will open in a new tab.

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