Online Dial Testing

Perception Analyzer Online revealed key moments of insights that we never would’ve seen using strictly qualitative methods.

Elizabeth Merrick
senior manager, customer insights | Nest (formerly at HSN)


In response to the impact the COVID-19 crisis has had on the research industry’s ability to conduct in-person research, Dialsmith has dedicated additional resources to enhance and support our online tools and services. We now have increased capacity to handle the larger demand for online qualitative research. Please contact us if we can be of help.

Phone: +1 503.225.8418 | Quick-Response Form | Email

Online Dial Testing: Whether you’re looking for stand-alone (DIY) or pairing online dial testing with surveys, online focus groups, online communities, or other online qual tools, we can help.

There will always be a place for live, in-person research. But the efficiencies and flexibility of conducting research online have presented new opportunities and benefits. This is true for online dial testing too. Dialsmith has the tools and expertise to help you conduct online dial testing effectively and seamlessly. With options that run the gamut from do-it-yourself, quick-turn testing to full-service dial testing that can be paired with surveys, online focus groups, and other online qual tools, we’ve got it covered.

Have a question? Check out our online dial testing FAQs or feel free to contact us directly.

And here are a couple of useful resources for understanding more about online dial testing and/or sharing this info with colleagues:

An Overview of Online Research Options (PDF one pager)

Add Online Dial Testing to Your Virtual Focus Group (Demo)

Full-Service: Perception Analyzer Online®

With Perception Analyzer Online, you can leverage all the benefits of online dial testing research to evaluate ads, video and audio clips, and even longer-form content consistently and reliably in surveys, online focus groups, online communities and more.

With Perception Analyzer Online:

  • Run dial testing and media evaluations online
    Gather moment-to-moment feedback on recorded video and/or audio with the efficiency of online
  • Add dial testing to surveys, other online research tools
    Seamlessly pair dial testing with your other online qual and quant tools (e.g., surveys, online focus groups, MRx communities)
  • Use PCs, Laptops, iPads and tablets
    Give participants the flexibility of dial testing on computers, iPads or other tablets
  • Access reporting and analyze data 24/7
    Analyze data, view tables and cross-tabs from within the self-service reporting portal
  • Evaluate all types of media formats
    Test anything from short video or audio clips to full length programs or anything in between
  • Export data for analysis
    Export the dial testing data into SPSS, Excel or most any analytic software tool

Here’s How Perception Analyzer Online Works

Perception Analyzer Online is a fully hosted and managed service. We handle the programming, hosting and fielding so you can focus on your study and delivering the best results for your clients. For more details, see the PERCEPTION ANALYZER ONLINE FAQ or CONTACT US to schedule a demo.

Continuous Media Evaluation

Through the use of an intuitive on-screen slider embedded in the media player, respondents continuously make adjustments based on how they feel in the moment. An optional hot key button can also be used to register “tune-out,” “buy,” or other action the participant would take during the evaluation. The result is a line graph, broken out by banner segment, and superimposed over the video.


Perception Analyzer Online’s Reporting Portal gives you real-time access to your survey and media rating data when and where you need it. Each respondent’s second-by-second data points are saved to the project’s data file, making it easy to access field and data reports, easily create banners, tables and crosstabs right in the portal, or export your data out to Excel, SPSS or most any analytic software tool.

For more details, see the PERCEPTION ANALYZER ONLINE FAQ

Full Service or A La Carte—We’ve Got You Covered

Whether you’re looking to just add Perception Analyzer Online’s dial testing capability to your existing online research tools or have the need for a full-service online survey research solution, Dialsmith can help. CONTACT US for a personalized demo or to discuss how we can help meet your research needs.

To support and complement online dial testing, we offer a range of services to help you meet your research goals and requirements, including:

  • Survey programming and hosting
  • Project management (including support for integrating with other online services)
  • Online focus groups
  • Invitation emails and reminders
  • Sample procurement and quota management
  • Coding of verbatims
  • Localization and multi-language support

Do-It-Yourself: Slidermetrix®

Slidermetrix is a subscription-based, web application that offers quick-turn, online dial testing of recorded video and audio. Through Slidermetrix, you can quickly spin up online dial testing studies of your own to evaluate all forms of media and view the dial results in real-time. We are currently in a public Beta test with Slidermetrix. If you’re interested in assessing Slidermetrix for your online dial testing needs, please CONTACT US.

With Slidermetrix:

  • Set up your own projects quickly and easily 
    Configure single media or multiple media testing projects in a snap
  • Upload your media files or pull videos from YouTube
    Upload your media files directly into Slidermetrix for secure hosting or simply add a YouTube link
  • Test using smartphones, iPads and tablets, PCs, and laptops
    The only online dial testing solution that allows participants to test using their smartphones, iPads and tablets, or PCs and laptops
  • Access real-time reporting and analyze data 24/7
    Access the self-service, reporting portal at any time and view dial data in real-time
  • Add “Tune Out” buttons and ask various question types during media play
    Supports multiple “Tune Out” buttons and the ability to add various question types that can be asked during the dial session
  • Export data for analysis
    Easily export the dial testing data into Excel to work with the data as you wish

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