Saskatoon, Canada – February 11, 2014- itracks, world-leading provider of online and mobile qualitative market research, is proud to announce two major advancements to its iMarkIt concept testing tool. Users can now test video content with no limit to the length of the video, and researchers and clients have the ability to view the feedback in real time.

The tool is currently being used to test television commercials, movie trailers and YouTube ads. “There are a number of markup tools available for static advertisements. However, until now, little was available for properly testing video,” states Gilles Gauthier, VP Product Development at itracks.

In a secure testing environment, participants view the videos, stopping them at points where they can provide feedback. A range of markup tools including text, highlighters and drawing tools allow for project specific initiatives.

Researchers and clients can view the research in real time as the participants mark up media. When used in conjunction with any of itracks’ qualitative software products, the real time markup features allow moderators to further probe and dig for deeper insights, as the participants view and provide feedback on the video. Itracks’ patented client backroom allows clients to view the research and provide comments viewable by the moderator and other clients.

iMarkIt integrates with third party quantitative applications in addition to itracks’ qualitative products. Clients who program their own surveys, can quickly and seamlessly integrate the video-testing exercise into their survey regardless of the platform they use (Confirmit, Qualtrix, Decipher, etc.). The product comes with its own enhanced reporting, allowing them to pull data instantly.

“Video advertising and marketing are becoming a more prominent piece of marketing departments’ total spend. The demand for advanced tools to test and refine video ads drove us to enhance the iMarkIt product”, states itracks’ President, Daniel Weber.
If you are interested in learning more about testing video content in either qualitative or quantitative applications, contact itracks for a demonstration or register for an upcoming webinar at .

About itracks
itracks is a world-leading marketing research company providing an innovative suite of mobile and online applications and support services for conducting qualitative research. itracks also offers itracks Board, a fully-integrated online and mobile asynchronous qualitative software platform with robust video-based research capabilities, and real time focus group software – itracks Chat and itracks VideoChat. Visit to learn more.

Garnette Weber
VP – itracks